Meet Jill Emmick of Graze2Gather

Today, we’d like to introduce you to Jill Emmick.

Thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Before delving into the world of charcuterie, my days were infused with purpose as a behavior analyst, aiding children with autism and their families—a career I deeply cherished. Surrounded by love and gratitude, I felt privileged to serve in this capacity. However, the news of expecting twins alongside my two young sons under four prompted a reevaluation, pivot, and urging me to prioritize my role as a mother.

Amidst this new chapter’s chaos and occasional isolation, I discovered solace and joy in the art of hospitality. Gathering loved ones around the table became a cherished ritual, where I poured my heart into creating inviting spaces and crafting spreads that catered to both adults and children alike. What began as a simple hobby became a fiery passion, reigniting a creative fire within me.

As my children embarked on their educational journey, I found myself at a crossroads, contemplating my next steps. In the sanctuary of my kitchen, amidst the carefully arranged meats and cheeses for my sons’ after-school snack, I heard God’s voice speaking clearly to me: continue to serve others with your gifts of gathering and hospitality. With a heart full of faith and courage, I dared to dream of turning my passion for gathering into a business, trusting in God’s guidance to light the way.

With the gentle encouragement of a fellow mom entrepreneur and unwavering support from my husband, I embarked on the exhilarating journey of entrepreneurship. Though doubts and uncertainties arose, I held fast to my faith and determination, kept my overhead low, and knew that God would help to guide my next steps.

Navigating the complexities of business ownership tested my skill set. It flexed my professional muscles again, from marketing challenges to meeting food service requirements while juggling a still very busy family life. Yet, with support from a vibrant community of fellow entrepreneurs, friends, and family, I persevered, confident that my efforts were part of a plan to make a positive impact.

With the humbling support of my community, my charcuterie business flourished beyond my wildest dreams. Each order was received with gratitude, and each gathering was infused with warmth and connection, which served as a testament to the transformative power of food and fellowship.

Reflecting on my journey from behavior analyst to charcuterie entrepreneur, I am filled with profound gratitude for the opportunities to serve non-profits, corporations, small businesses, and families. Though the path has been bumpy at times, each roadblock or detour has been an opportunity for growth and learning, strengthening my faith and commitment to serving others.

Looking to the future with joyful anticipation, I am grateful for the journey that led me to start Graze2Gather three years ago. God has used this small cheese business to connect and serve other organizations doing good work in our West Michigan community, and I am honored to be a part of it.

Alright, let’s dig a little deeper into the story – has it been an easy path overall, and if not, what challenges have you had to overcome?
In the early stages of launching my charcuterie business, I had a lot to learn.

While working as a behavior analyst and later as a consultant, I developed a pragmatic mindset. Additionally, my experience in food service during college and graduate school provided a foundation, but I needed to learn about marketing, business planning, food regulations, and social media. Each day brought new challenges, but I approached them with determination and excitement.

I jumped into business before setting a formal plan. My first event was done pro bono for a local non-profit, and it took days to plan meticulously. Since then, I’ve refined my skills in prep, delivery, and setup. Navigating food handling regulations was a challenge. Immersing myself in research and seeking advice ensured compliance.

Sourcing items and pricing were hurdles. Reaching out to other charcuterie businesses for advice helped me create a menu and pricing structure. I now use a spreadsheet to track costs and profit margins.

Building brand awareness without spending much was another challenge. Thankfully, my initial orders came through word of mouth, and I’ve yet to pay for advertising. I did a lot of collaborating with other small businesses to gain exposure and experience. I would drop free boards off to local businesses and schools as a treat for staff to gain feedback.

Organized communication was crucial. Timely responses were vital, so I developed systems to ensure orders were confirmed promptly and details weren’t missed. While I’m still improving efficiency, my current system feels personal and customized.

Navigating social media was probably one of my biggest challenges and continues to be the area that I struggle with the most. I want my business to be more than just catering an event. I want my social media presence to share the importance of hospitality, gathering, and the power food has to not just bring people together but to teach about other cultures.

Despite the challenges, I have found myself surrounded by the greatest small business community that has been so life-giving, helpful, and supportive. I have never been afraid to admit my shortcomings, and I know the best way to learn is to find people who have walked the journey you are currently on or who can maybe connect you to someone who has.

Some of my favorite moments in the past three years have been walks and talks, coffee dates, organized small business events, and partnerships with other West Michigan small businesses. It is because of their help, encouragement, and advice that I have been able to grow my business into what it is today.

Alright, so let’s switch gears a bit and talk business. What should we know?
Graze2Gather specializes in crafting artisanal charcuterie boards and grazing tables that are not only visually stunning but also bursting with flavor and creativity. We take pride in curating boards featuring a diverse selection of premium cheeses, often sourced from local businesses, alongside carefully selected cured meats, fresh fruits, nuts, olives, spreads, and other gourmet accompaniments.

Each board is meticulously arranged to create a harmonious balance of flavors, textures, and colors, resulting in a feast for the senses. Whether it’s an intimate gathering, a corporate event, a wedding, or a special celebration, our charcuterie creations serve as the centerpiece that brings people together and leaves a lasting impression.

We offer a variety of options to cater to different preferences and dietary restrictions, ensuring that every client receives a customized experience tailored to their needs and the unique reason for their gathering.

From classic cheese and charcuterie pairings to themed boards inspired by seasonal ingredients or cultural cuisines, we love the challenge of creating food that appeals to all, even if it means doing a little extra research. For instance, we recently had the opportunity to provide a Kosher-friendly table, which turned into an amazing learning experience with the invaluable help of our Jewish friends.

In addition to our signature charcuterie boards, we also offer specialty items such as artisanal grazing tables, small bite platters, mini gourmet sandwiches, dessert boards, and brunch spreads, ensuring a comprehensive range of options to suit any occasion or gathering.

What sets Graze2Gather apart from other businesses is our commitment to personalized service. We prioritize ensuring that each client feels valued and heard, whether it’s by customizing boards to accommodate dietary preferences or providing attentive communication throughout the ordering process.

We love to support local businesses and are not afraid to go the extra mile to find the best seasonal ingredients and unique items. For instance, we frequently source cheeses from our favorite local spot, Culture Cheese in Holland, and we collaborate with local floral farms like Wildflower Farm and Three Flowers Farm to incorporate beautiful florals into our arrangements. When we want to elevate the look further, we turn to the expertise of Alice Hatch Floral, who always provides us with the perfect arrangements to complement the theme or brand of our clients.

Attention to detail is another hallmark of our service. We ensure that every aspect, from the arrangement of the boards to the packaging and delivery, is executed with precision and care. Our commitment to excellence shines through in every detail, leaving a lasting impression on our clients.

What truly sets Graze2Gather apart, however, is our dedication to community engagement and supporting non-profit work. We are deeply rooted in our community and actively engage with local organizations, non-profits, and events. Whether it’s collaborating with local artisans, supporting charitable causes, or participating in community events, we are committed to giving back and making a positive impact in our area.

When we work on an event, the cause becomes our cause, and we strive to be advocates for these non-profits, sharing about their work as much as possible. We don’t just say that we support other small businesses. We DO support other small businesses.

Are there any important lessons you’ve learned that you can share with us?
One of the most crucial lessons I’ve learned from running Graze2Gather is that connection is absolutely essential. Right from the beginning, I recognized that forming genuine connections with my customers, fellow entrepreneurs, and community members would be the cornerstone of our success. Through these connections, I’ve discovered the incredible power of collaboration, support, and shared experiences.

By nurturing these meaningful connections, I’ve gained invaluable insights into the unique needs and preferences of our customers. This understanding has allowed me to tailor our creations to perfectly suit their desires, ensuring that every gathering we are part of and create is a true reflection of our customers’ tastes and preferences. Additionally, these connections have opened up a myriad of new opportunities, partnerships, and growth avenues that I may not have otherwise encountered or dreamed of.

Reflecting on the past three years of running Graze2Gather, I’m filled with gratitude for the doors that have been opened, as well as those that have been closed. I’ve come to realize that even in the face of trials, uncertainties, and difficulties, there’s a greater plan at work. Learning to let go of my need for control and trust in God’s plan for my life has been a transformative journey—one that has led to immense personal growth and a deeper understanding of my calling.

In addition to connection, curiosity has played a pivotal role in my entrepreneurial journey. I’ve approached every challenge with a sense of wonder and openness, viewing obstacles not as barriers but as opportunities for learning and growth. This curious mindset has enabled me to adapt to changing circumstances, explore innovative solutions, and continuously evolve as a business owner.

Ultimately, the combination of connection, curiosity, and surrendering control has been profoundly transformative, shaping not only the trajectory of Graze2Gather but also my own personal growth and development. It’s taught me the importance of building authentic relationships, embracing new perspectives, and approaching challenges with an open mind and heart.

While I may still be on the path to recovery from being a people pleaser and learning to say no, I’ve come to understand that sometimes saying no allows me to say yes to other opportunities—whether they be in business or in serving my family and community.

Contact Info:

• Instagram: @graze2gather
• Facebook: @graze2gather

Image Credits
Abby Jayne Photography