Sometimes you need to think small to go big. After decades of raves from friends and family, Lois Marks, aka “Big Mama,” and her family decided to take her beloved salad dressing and bring it to the masses.
But Marks' son Ethan Shapiro knew a measured pace would lead to the greatest chance of success. He began with small trial runs before investing in packaging, scaling production, and quitting his corporate job to focus on the business full-time.
Now sold in 13 stores and shipping D2C nationwide, Big Mama’s is preparing for the next stage of its development by attending the Specialty Food Association’s Maker Prep Course, networking with industry leaders, and building a supportive community. While the business growth has been exciting, Shapiro said, “Seeing my mother's legacy touch so many lives and being incorporated into family meals across the country is [the biggest] inspiration.”
How did you go from a beloved family recipe to recently selling your 10,000th bottle of vinaigrette?
Forty years ago, our founder (and my mother), Lois Marks wanted to create a healthier salad dressing. After heading to her backyard garden for ingredients, “Big Mama” drew inspiration from her Calamondin tree. Also known as Calamansi, Calamondin is a small, round, tart citrus fruit that tastes like a cross between a lime and a tangerine. While the everbearing tree originated in Southeast Asia, it also grows well in South Florida, which we call home.
For decades, our vinaigrette was beloved by friends and family, but in 2022 I decided to take things a step further. We designed a label, built a website, and got everything ready to share Big Mama's with the world commercially. The overwhelmingly positive response led me to leave my corporate job and dedicate myself to the business full-time. With over 10,000 bottles sold, we've delighted fans in every state. Our dressing can be found in 13 retail and grocery stores across Florida, including Milam's Markets, a beloved South Florida supermarket chain where our vinaigrette is in the top 5 salad dressings.
While the business’ success is exciting, every day I find inspiration in the joy and connection our vinaigrette brings to people. My mother and I are deeply moved by how much happiness it brings to kids, families, and people from all over the country who love and support our dressing.
We are proud to be a family-owned and family-run business, where each member contributes with love and dedication.
How has the Maker Prep Course helped you get to this point?
I'm genuinely surprised by how much the Maker Prep Course has influenced our CPG brand's development. From the very first day and session, we have gotten actionable advice that has helped us sharpen our brand, define our unique selling propositions, and scale our company. The exposure to CPG leaders has been invaluable. Their insights have helped us avoid common pitfalls, navigate the industry’s complexities, and adapt our approach as we grow.
I also appreciate the supportive community of fellow participants. For example, I recently shared my design for some shelf talkers with the group. The feedback and collaborative support were incredible and helped me enhance the visuals and messaging to make a stronger impact.
In January I’m looking forward to attending the Winter Fancy Food Show and celebrating the Maker Prep Course graduation with my peers – and Big Mama herself! It’s been an inspiring journey to connect with other CPG founders, share insights, and support each other’s growth.
What have you learned over the last few years?
Pace yourself and manage expectations! Success rarely happens overnight, so don’t be discouraged if things take time. Start slowly, experiment, and learn as you go.
Also, we’ve learned to focus on our product’s unique value and story, using real feedback from customers to iterate our messaging and product. Staying flexible is key – the food and beverage world is always evolving, and a willingness to adapt can open unexpected doors.
Finally, industry resources, trade shows, and networking opportunities have not only expanded our knowledge but also connected us with potential partners and customers.
What are your short- and long-term goals for Big Mama’s Foods?
In the short term, my goal for Big Mama’s Foods is to expand our regional presence across South and Central Florida. Regionally, we’re focusing on building strong relationships with local retailers, supporting our brand’s success through in-store demos and tasting events. But we also want to bring a taste of South Florida's citrus heritage to customers across the country by expanding distribution beyond our local market in order.
With our portfolio, we would also like to introduce one or two more standout dressings that highlight bold flavors while staying true to values. But my long-term vision is to establish Big Mama’s Foods as a beloved, family-operated brand known for fresh, vegan, and gluten-free dressings, dips, and more.
We want our products to reflect the legacy of family recipes and backyard gardening, and to resonate with customers who value health-conscious, flavorful foods. Ultimately, we aspire to become a staple in households across the U.S., sharing a bit of our family's love and tradition with each bottle.
Learn more about Big Mama's on their website and catch them at the 2025 Winter Fancy Food Show!
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