This article appeared in the Coast Reporter on December 10, 2010 by Christine Wood
Local entrepreneurs Brian and Corin Mullins have had little time to rest since their Holy Crap cereal hit the big time last month. “Our sales before the show were about eight orders a day, and now we get about eight orders a second,” Brian said in reference to the impact of scoring a deal on CBC’s hit TV show the Dragons’ Den on Nov. 17.
On the show, Boston Pizza billionaire Jim Treliving jumped at the chance to market and distribute their Holy Crap cereal. The cereal contains buckwheat, hemp hearts and chia seeds, which have been found to lower blood sugar, blood pressure and cholesterol. It’s been dubbed the world’s most amazing breakfast cereal, and the world is taking notice, with orders continuously coming in on the Mullins’ website at www.holycrap.ca.
The Mullins have been busy trying to keep up with the increased demand. They hired nine new employees to help fill orders flooding in from across Canada and beyond, and they have just started a night shift, which will see more people working in their production plant in the near future. Those employees are paid a healthy starting wage of $15 an hour. “We look at it as early profit sharing,” Brian said.
Currently the Mullins package their cereal at Tilly’s Galley in Wilson Creek, but Brian notes that location will have to change soon to accommodate the company’s growth. “We are in negotiations for 4,000 square feet [360 sq. metres] of space in an existing building,” Brian said. The Mullins said they care about their community and they plan to keep their business headquarters here on the Coast to benefit the local economy.
Shortly after the show the Mullins were offered a deal to move their base of operations to Edmonton, but the couple made it clear they would not leave the Sunshine Coast. “The plan is to keep the world headquarters in Sechelt. The plan from the beginning was one of economic development,”
Brian noted. The couple also plans to keep a large stockpile of the cereal locally in order to feed the residents of the Sunshine Coast in the event of an emergency. One package of Holy Crap cereal and water can keep a person alive for eight days.
The Mullins are thankful for the support of the community, Tilly’s Galley and the Sunshine Coast Credit Union, which has been funding their efforts with a line of credit as they wait for the Dragons’ Den deal to be finalized. “We have not taken any investment yet from the Dragons.
Once the deal was made on the show, then we actually started negotiating the deal,” Brian said. The Mullins have brought a lot of attention to Sechelt since their Dragons’ Den appearance.
Last Wed-nesday, CBC sent a videographer to Tilly’s Galley to film the couple for an upcoming episode that will shine a spotlight on their success and on the Sunshine Coast.