Small Businesses, Smaller Gatherings: Jennifer McKinney

If you follow me on Instagram, you know my awesome mama started a Chicago-based charcuterie and grazing table business called Sage & Jam. Over the past year, I have not only been able to indulge in her gorgeous creations during family get-togethers, but I have also seen my mom's entrepreneurial side really come to life. Supporting small and local businesses is one of the best things you can do right now during the pandemic, so why not eat like a queen while you're at it?

What inspired you to start Sage & Jam?

"I met my business partner when I hired her as a photographer for photo shoot for another company. We hit it off right away. We both are very creative and entrepreneurial, so we chatted about a lot of things. One day I was at Hansa Coffee Roasters in Libertyville, I was in between meetings and scrolling through Instagram when I saw a similar company based out of Sacramento, CA called Fig and Honey. I thought, 'What a great idea; I wonder if there's anything like this in Chicago.' I texted Sally right then and there, and she said she would start looking. There ended up being some catering companies and since then, there's been some smaller businesses doing similar things, but I would argue that I think that we do it the best because we pay such great attention to detail. We started playing around, taking amazing photographs and then we did a soft opening for the holidays last year and were extraordinarily busy. It kind of just grew from there!"

When coming up with the idea for Sage & Jam, how did you authenticate your brand and business?

"We knew there wasn't a ton of competition just doing this type of thing, but she and I both have a very clear aesthetic and similar vision about food. That vision being that you eat your food with your eyes first because you look at everything and take it in. It's really important to both of us that we put something really beautiful out there. We both care a lot about putting real things into your bodies, so we source only seasonal favorites and try to put what's best of each season on the table in a beautiful presentation. Like I said, you feast with your eyes first. Another thing we talked a lot about is why we enjoy preparing meals for people we care about. For the both of us, when you come together over a meal or a grazing table, it forces you to slow down, talk to each other and spend time together. It's a way of bringing people together to share stories and laughs. That is the whole point of coming to a table of people who mean something to you."

How did you adapt your business during times of COVID? How do you keep up with constantly evolving foodie trends?

"We made our company official by getting our business license in January and we started getting busier with bigger boards, grazing tables and partnering with businesses similar to ours. Then COVID happened, so we took a big pause for about three months. In early May, I was talking with close friends about safely getting together again after being in quarantine. Before, we had a 10-inch pie box that we offered for people to share on a road trip and I thought, 'What if we were to do that at a much smaller scale and do individual boxes?' We decided to offer two different sizes of individual boxes, and we put it out there on social media and through our newsletter. Slowly but surely, it started taking off with friends of friends around where I live in Deerfield, and then it started spreading over to Barrington. A very good friend of mine hired us to do a realtor open house and since then, we've been hooked up with lenders, lawyers and realtors. We've done weddings and baby showers too. Now that people are getting together with close friends and family in much smaller intimate groups, we're starting to do smaller boards and tables. It's all about a balance, but the little boxes definitely set us apart and put us back in the game."

As a small business, what are your biggest struggles and strengths?

"The biggest struggle is definitely just getting the word out there, especially in the time of a pandemic. We can put pretty pictures on Instagram and I'm very proud of our social media presence, but we really count on word of mouth and people telling others how much they like us. That's how it's really spread. We definitely need more followers on Instagram to seem more legitimate, so give us a follow! People who do follow us really like us and give us a lot of love, so we try to do the same for other people we work with. I'd say the best thing about a small business is just getting to know our clients, building those relationships and forming bonds with people who are also in the industry. We're always looking to push the envelope by making everything we do better than what we did before. We customize each order for our customer who we've taken the time to talk to about why they're gathering people together. Many times, our customers are coming together to celebrate something special, and we just want to make it over the top amazing for them. Getting to be able to be a part of that really means something to us."

What are your biggest recommendations when sprucing up a get-together or gathering with your quaranTEAM?

"Well, A, people could always hire us. B: After going through COVID and quarantine, feeling uneasy about going out especially going into the winter months, I think that intimate gatherings with your closest people where you all know how everyone's taking care of each other are going to be really important in this next year. I think that 2021 is going to be back to basics. I think this pandemic has forced everyone to pause and realize what's most important. I always say, 'You know your guests more than anyone," so if there's anything specific that should go in a box, board or table, I like to know about that. My recommendation is to always try to add a little fun; add a little whimsy along with all of the other gourmet foods we do. Tailor it to what your guests like because then they know some thought was put behind it, which makes it even more fun and enjoyable. Also, on a personal note, I recommend making a fun playlist and have that going because if your gathering ends in an impromptu dance party, it's always more fun."

What is your biggest advice to someone looking to start a smaller company with a business partner?

"My first piece of advice would be, once you find someone who you think might have similar interests, goals and a similar work ethic, sit down and have a VERY honest conversation about what you want out of your venture or collaboration. Define your roles; we have very defined roles within Sage & Jam. Sally comes from a photography background and does all of our beautiful photographs. I come from a writing background and I've been in the catering business for years dealing with clients on a business level, so I am our contact person and negotiator. My BIGGEST advice is whether you're working with a partner or you're on your own, if you have something that sticks in your brain that you think is a good idea and you can back it up with research/passion...do it. You gotta take a risk sometimes, but if it's something you love, you're going to put your heart and soul into it and you will not be sorry."

THAT'S MY MOM!!! But seriously, do what you can. Give them a follow, order food from local businesses and stay safe!