Carly Minish-Wytinck spicing up Canada’s kitchens

SMAK DAB—a clever, punchy and memorable name for a gourmet mustard brand that’s making waves in kitchens across Western Canada. Carly Minish-Wytinck, the culinary talent behind the brand and wife of Glenboro native Josh Wytinck, came up with the name and quickly registered it, recognizing its perfect fit for her flavorful creations. With a Red Seal certification in culinary arts from Edmonton, Carly’s journey started in Winnipeg’s fine dining scene, where she discovered the creative ways top chefs were using mustard to elevate their dishes.

But why mustard, and how did she create a brand at just 23 years old? “I noticed chefs were incorporating flavoured mustards into everything from sauces to soups, and even meat rubs,” Carly recalls. While mustard is one of the most versatile condiments in a chef’s kitchen, these unique blends weren’t commonly used by home cooks. Carly’s goal was to change that.

“I wanted to experiment myself, but when I looked for products on the market, I was underwhelmed. There wasn’t anything that really stood out—nothing with bold, natural ingredients or exciting flavours.”

In a province of endless mustard fields, Carly took matters into her own hands. Armed with culinary curiosity, she started mixing up her own recipes in the tiny kitchen of her condo. “I had so much fun experimenting,” she laughs. “My friends and family became my unofficial taste testers, and while some flavours worked, others were… well, not so great!”

Carly’s journey to creating Smak Dab started in a humble, heartfelt way. “Money was especially tight one Christmas,” she recalls, “so I decided to gift-wrap jars of my homemade mustard blends for my family.” Little did she know, this thoughtful gesture would plant the seed for her future business. Her sister-in-law, after tasting one of the blends, exclaimed how delicious it was and urged Carly to consider marketing the mustards. That simple, homemade gift ended up being the spark that led to the creation of Smak Dab.

The jump from working in upscale restaurants to launching her own business might seem like a big leap, but for Carly, it felt pretty natural coming from a family of entrepreneurs. “My parents always encouraged me to become an entrepreneur,” she shared, “and developing this high-quality, flavourful mustard seemed like the perfect vehicle.”

Like most businesses, Smak Dab began small. Carly would set up a table at local farmers markets where local foods took centre stage. Carly surprised herself as she found she loved talking about her mustard and explaining what makes it special. “The biggest surprise to me was how much I enjoy the sales aspect. I didn’t think I would enjoy it, but I am very passionate about the products, so promoting came a lot more natural than I had imagined. I actually had to train my self to slow down,” she laughed.

As her exposure and sales grew, Carly quickly realized her tiny condo kitchen couldn’t keep up with the rising demand. Fortunately, she secured a larger commercial kitchen in her hometown of Swan River, where she still operates today. Her team at the time was a family affair. “My mom really encouraged me to get out to farmers’ markets. She’s an amazing cook herself, so she really honed in on cooking at home aspect of the business, which is really who we are today,” Carly shared. “Dad took on the role of operations manager, and my grandfather helped with production and bottling.” She smiled as she recalled, “My grandfather was so proud and loved being involved – he even became the star of my social media posts and our most viewed and liked reel was of him with the Sobey’s Product Award. He was even interviewed with me on a National CTV segment spotlighting Smak Dab.” Although he has “aged out” of the business in his 90’s.

As the business has grown over the years, it may seem like a seamless success, but it hasn’t been without its challenges. Carly has faced her share of learning curves, self-development, and knowing when to relinquish the reins on certain aspects of the business. “I will always want to promote the core value of Smak Dab, but I have been fortunate to have partnered with an amazing distributor and a marketer who is amazing at what she does and she does an excellent job posting on social media.”

In its early years, Smak Dab found its way onto the shelves of many ‘Mom and Pop’ shops and specialty grocery stores throughout Winnipeg. The turning point, however, came when Carly secured a partnership with DeLuca’s as a distributor, followed by placements in major chains like Sobeys and Safeway in Western Canada.

As Carly secured partnerships with major grocery chains, the need to outsource production became clear. However, the commercial kitchens in Swan River and warehouse in Winnipeg continue to serve the smaller, independent customers that Smak Dab proudly supports on their own.

While the core value of Smak Dab has not changed since its inception, the branding has undergone a few transformations. Carly has payed attention to labels and noticed that a label must be easy to read; don’t get to fancy with fonts that are hard to read; “We are proud that we are a specialty product featuring locally grown and manufactured ingredients and its crucial that the label relays that message in a clean, simple way.”

A key strength in marketing Smak Dab within Manitoba is its locally sourced ingredients, the honey is from local apiaries, and the beer is from a local brewery in the popular “Beer Chipotle” mustard. However, Carly acknowledges that this may not hold the same appeal in other provinces. “Breaking into new markets requires focusing on what makes Smak Dab unique, beyond just the Manitoba-based ingredients. It’s about appealing to cooks who want to elevate their meals,” Carly explains. “Smak Dab is for those who see cooking as more than just a task – it’s an art form.”

When COVID-19 hit, it changed everyone’s lives, confining people to their homes and sparking a surge of creativity in the kitchen. As more home cooks sought specialty and local products, the demand for gourmet ingredients escalated. A smart business owner keeps an eye on trends and adapts – and Carly had no fear in doing just that. She quickly pivoted to cooking demonstrations on social media, which not only piqued interest but also cultivated a strong following as she showcased creative homemade meals.

“One of the hardest lessons I learned,” Carly reflects, “was that not everyone has the desire to cook at this level. I’ve learned not to take it personally when someone doesn’t get it. Most average cooks aren’t going to invest in a high-end condiment, especially with the rising costs of groceries.” That’s when Carly realized her brand needed to reach food enthusiasts – the ones who see cooking as a creative experience, not just a means to an end.

Smak Dab’s website features a wide array of recipes, many of which don’t require expensive, high-end ingredients. Carly has developed dishes for all types of cooks, including vegetarians, vegans, and even those looking to spice up something as simple as a grilled cheese sandwich. The site also offers flavour bundles like the “Big Taste Bundle” featuring eight flavours, a “Seasonal Bundle,” and the “Black Variety 3 Pack” – perfect gifts, each accompanied by a recipe card.

Most importantly, the website tells the full story of Smak Dab, from its humble beginnings to the present. It not only highlights the professional journey but also Carly’s personal growth. As the number of flavours expanded, so did Carly’s life – from her marriage to Josh Wytinck in 2017 to the birth of their son Henrik in 2021. The ‘story’ section even includes heartwarming photos of her parents in the kitchen and her beloved ‘Most Valuable Employee’ – her grandfather.

While Smak Dab has earned accolades like the Silver Medal at the Great Manitoba Food Fight and the Best Overall Supply Partner award from Sobeys, what stands out most is the genuine warmth, passion, and core values at the heart of the company. Smak Dab is more than just mustard; it’s a brand with a purpose, pledging a portion of revenue to fight food insecurity, ensuring no one is left hungry.

PHOTO CAPTION: Carly Minish-Wytinck created a brand of mustard at just 23 years-old.  PHOTO SUBMITTED