What in the World? ITC Company Spotlight – Show-Me Bar-B-Q Sauce

Located in Rocheport, MO, Show-Me Bar-B-Q Sauce, LLC is a manufacturer of homemade, small-batch gourmet barbecue sauces, seasonings, and spice rubs. With a rich operating history that now spans 50+ years, the company’s original recipe was developed in the mid-1960s by professor, veterinarian, and retired Col. Harry H. Berrier. With encouragement from family and friends, Harry and his wife, Lina,  started Show-Me® Bar-B-Q Sauce, Inc. in the basement of their home in March of 1975. 
Show me bar-b-q logo with Enrique Fuhlage

by Jackie Rasmussen and Krista Hinrichs

Located in Rocheport, MO, Show-Me Bar-B-Q Sauce, LLC is a manufacturer of homemade, small-batch gourmet barbecue sauces, seasonings, and spice rubs. With a rich operating history that now spans 50+ years, the company’s original recipe was developed in the mid-1960s by professor, veterinarian, and retired Col. Harry H. Berrier. With encouragement from family and friends, Harry and his wife, Lina,  started Show-Me® Bar-B-Q Sauce, Inc. in the basement of their home in March of 1975.  

Current owner, Enrique Fuhlage, started working at the company as a young teen in 2004, gaining insight into the business operations from the ground up. In 2016, after the original owners' passing, Enrique and  his family acquired Show-Me BBQ Sauce, and over the past 10 years they have continued to guide the business’ s growth forward.

In late 2023, following an introduction shared by the Missouri Department of Agriculture, Enrique expressed interest in working with the International Trade Center (ITC) at the University of Missouri’s Robert J. Trulaske Sr. College of Business to support evaluating sales opportunities for Show-Me-BBQ Sauce internationally. What followed during the spring semester of 2024 was an extensive analysis of product-specific trade flow data, a review of key economic, industry, and business environment indicator data, and an evaluation of global and country-level industry data to support the identification and ultimate evaluation of six potential countries of interest.

We recently reconnected with Enrique to secure a business update and capture feedback from Enrique on actions the company has taken given the new market insights and recommendations made, along with the exceptional value gained. 

“The global market research project that Show-Me Bar-B-Q Sauce completed with the ITC, and its outstanding student interns, in spring 2024 delivered exceptional value. The team visited our Rocheport facility, conducted a thorough mid-project review, and produced a comprehensive final report that has been instrumental in guiding our export thinking.”

What was the key value gained from the research completed? 

“Over the span of the semester, we received….

  • A professional Phase I screening of 27 potential markets using detailed trade flow data (HS 2103.90 and related codes for sauces/condiments), import/export trends (2018-2022), growth rates, and key indicators (GDP PPP, disposable income, sauces market size, meat consumption per capita, ease of doing business, etc.).
  • An in-depth Phase II deep-dive analysis of six prioritized markets (France, Germany, Hong Kong, Japan, Taiwan, and the United Kingdom), including industry trends for sauces/dips/condiments, regulatory and packaging requirements, retail and e-commerce channels, consumer profiles and BBQ/grilling culture, competitor insights, tariffs, and specific sales leads and company contacts in each market.
  • Clear prioritization and actionable recommendations: The strongest initial opportunities were identified as Hong Kong and Japan (high per-capita meat consumption, strong U.S. trade ties, favorable business environments, and growing interest in international flavors); with solid secondary potential in Germany and Taiwan; while France and the UK were flagged for monitoring due to meat consumption trends and competitive/retail challenges. 
  • A tailored roadmap with resources (Missouri DED trade offices, Food Export Midwest Branded Program, U.S. Commercial Service Gold Key matching, and relevant trade shows like FOODEX Japan and Hong Kong Food Expo) that directly supports a small-batch gourmet exporter like us, building on our existing modest exports to Sweden and Denmark.”

“Overall, the quality and depth of the student-led work exceeded our expectations and provided a solid foundation for our international expansion efforts.”
 

What key actions has Show-Me Bar-B-Q Sauce taken over the past 2 years linked to the research completed?
“We quickly identified the best ways to get our product in front of international buyers leveraging resources available at the state and federal level. These resources included the Foodlink Publication, Buyers Missions, the Branded Program, webinar series, and the Product Showcase program through Food Export, as well as trade show exposure in Taiwan via the Missouri Department of Agriculture's in-country office.”

What impact has the company seen in its export expansion activities?
“Many new leads arose, and we developed wonderful partnerships with organizations across the trade assistance community… all of which are incredible advocates for U.S./Missouri companies. Through the Missouri Department of Agriculture (MDA) office in Taiwan, we secured the largest single order in company history—nearly USD 100K—which contributed to the growth of our export sales from 7% to over 30% of total revenue. This growth allowed us to hire a full-time employee and make a significant investment in our facility. All of this contributed to the broader success which was ultimately recognized by the SBA National Exporter of the Year award for 2026 and a visit to the White House. The global market research report completed by the ITC and customized for Show-Me Bar-B-Q Sauce gave us a clear starting point; our progress since then reflects the value of that collaboration.  We’re thrilled to help highlight the impactful, student-driven work the MU International Trade Center does for Missouri companies like ours.”