‘Crab Cake Secret’ Is in the Seafood Loop

What do you get when you put together a sea captain, a food expert and a 100-year-old crab cake mix recipe … well, don’t tell OC EXPO 14 2013anyone except a restaurant food buyer but you have the ingredients for My Way Foods. Based in Annapolis, the company was founded in the summer of 2010 by Duncan Hood (sea captain), Kevin Guerrieri (the food dude), and Phil Dykes (holder of the recipe). The company is built around a recipe created by Dykes’ grandparents, who ran Andy’s Tavern in the early 1900s. As Hood likes to say, “We broke the code of the crab cake recipe.”

Foodservice Monthly reported on the launch of Crab Cake Secret in January 2011. Last year before the Ocean City Hotel Motel Restaurant Show, we revisited the managing partners Hood and Guerrieri. They had learned that a good product while necessary for success was no guarantee. Indeed they had gone to professionals and raised the level of the marketing and packaging and improved the economies of production. They most clearly understood the concept of finding their niche as the perfect example of a value-added product— now it could be sold.

The first foodservice test took place at the 2011 Ocean City Hotel-Motel-Restaurant Association show in March 2011. From that show, Holt took on the mix and it has been approved by Sysco Eastern Maryland. In 2012, Crab Cake Secret took its redesigned packaging that included an attractive and practical foodservice package. Costs are in line for taking it into a competitive market. Once again they proved the product sells itself with its taste profile in a sampling environment.

The plan for 2013 called for the same visit to the Ocean City Show but this time it’s a tune up for their first venture onto the floor of the International Boston Seafood Show. As FSM goes to press, the startup that won’t give up has added “strategic” partnerships which allows them to show off Crab Cake Secret to the world. Instead of doing everything, they are showing off the product in four partner booths: Concord Foods, Geisha, Jack’s Catch and Blue Star International. The key is partnering with the crab and manufacturing partner who supply the sales and marketing team. FSM is already looking forward to our 2014 Crab Cake Secret report … as we have said the last three years … stay tuned!

About the Author

Michael Birchenall is Editor and Publisher of Foodservice Monthly, a regional trade publication covering the foodservice industry of the Mid-Atlantic (DE, DC, MD, VA). Foodservice Monthly has been recognized as the Restaurant Association of Maryland's Allied Industry Member of the Year and by the Restaurant Association Metropolitan Washington as the Joan Hisaoka Associate Member of the Year.

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