Meet Hollie and Shelby

Hollie and Shelby are the driving force behind III Generations Southern BBQ Sauce, a family business renowned for its diverse range of sauces and rubs, including the bold and spicy Texas Hot Flash. Hollie’s journey began in her mother’s kitchen, where her deep-rooted love for Southern cooking and family traditions inspired her to share her mom’s homemade BBQ sauce with loved ones. After moving to Missouri in 2017 and recognizing the sauce's potential, Hollie and Shelby officially launched the brand in 2019. Despite facing supply chain challenges during the pandemic, they persevered—focusing on branding and steadily expanding sales throughout Texas and into neighboring states.

Shelby brought her expertise in business development and marketing to III Generations Southern BBQ Sauce. Her strategic insights and hands-on involvement quickly made her an indispensable partner, helping to drive the company’s continued growth and success. Shelby has also taken on the charge to lead our Central USA customer development category by growing new stores, relationships and consumer experiences in the Midwest.

As they look toward late 2025 and 2026, Hollie and Shelby plan to broaden their product lineup with the introduction of dry rubs and spicy ketchups, empowering customers to personalize their culinary creations. These new mix-and-match options will allow home cooks to craft unique, signature flavors tailored to their individual preferences—bringing restaurant-quality creativity right into their own kitchens and further distinguishing III Generations Southern BBQ Sauce as a leader in culinary customization.

From the beginning, Hollie and Shelby have prioritized healthier options that don’t sacrifice taste. All their sauces are gluten free and made without high fructose corn syrup. Importantly, they use only real butter—never processed vegetable oils—and incorporate fresh tomatoes, peppers, onions, and garlic. By using only real butter and fresh produce, their sauces deliver rich, authentic flavor without artificial additives, offering a healthier alternative to mass-produced brands. They also avoid thinning their sauces with water and keep sodium and sugar levels lower than leading competitors, ensuring both exceptional taste and nutritional value.

 

“YOU KNOW IT’S GOOD! ‘CAUSE MOMMA MADE IT!”