Collin Pollock: Building A Mission-Driven BBQ Brand

Purpose-driven brands don’t usually start in boardrooms. They begin in kitchens, in difficult moments, and in the decision to transform personal challenges into something that benefits others as well. So what does it really take to build a business where flavor and mission grow side by side?

For Collin Pollock, the key lies in refusing to step back when life forces a crossroads. He explains that WheelyQ began with homemade sauce samples, honest feedback, and a commitment to keep pushing forward, even as the condition of spinal muscular atrophy progressed. Collin’s story shows how a simple product can become a platform for awareness, giving back, and inspiring others to lead with purpose.

On this episode of the Firebelly Social Show, Duncan Alney talks with Collin Pollock, Founder of WheelyQ Barbecue, to discuss building a mission-driven BBQ brand. They explore turning personal obstacles into entrepreneurship, creating clean sauces with simple ingredients, and donating profits to SMA research. Collin also shares advice on staying persistent and never holding back.

Here’s a glimpse of what you’ll learn: 

• [2:15] Collin Pollock shares how and why he decided to start WheelyQ
• [6:51] What spinal muscular atrophy is and the promise of new treatments 
• [10:25] The power of family in building a thriving brand
• [12:17] Secrets to building customer loyalty in a crowded sauce market
• [14:16] Why LinkedIn is a game changer for CPG founders
• [24:02] Collin’s advice for entrepreneurs facing personal or physical challenges

About Collin Pollock:

Collin Pollock is the Founder of WheelyQ Barbecue, a mission-driven, family-run company that crafts premium barbecue sauces and seasonings with simple, all-natural ingredients while raising awareness and funds for spinal muscular atrophy (SMA) research. Under Collin’s leadership, WheelyQ donates 6% of its profits to SMA charities, expanding from homemade sauces to full-scale manufacturing and earning rave reviews for both flavor and purpose. Living with SMA himself, Collin is a passionate disability advocate who uses his brand to spark conversation and educate others about the disease.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Collin Pollock on LinkedIn
• WheelyQ Barbecue
• “Eric Martindale: The Future Of Retail Is Digital” on the Firebelly Social Show
• “Gregory Willis: Flavors, Innovation & The Green Suit” on the Firebelly Social Show
• “David Delcourt: Grown A$$ Foods: Umami To The Rescue” on the Firebelly Social Show
• “How Family Fueled A Leading BFY Beverage Company” with Matt McLean on the Firebelly Social Show

Quotable Moments:

• “I just kind of always pushing through the hardships and leaning on people that can help me.” 
• “We wanted to have some all-natural products and, like you said, stuff that people can read.” 
• “We decided, hey, let’s put it on the label like, hey, you know, we’re going to donate 6%.” 
• “I’m an open book, and I’m like, hey, let’s, let’s, let’s have a discussion about this.” 
• “I would say, just don’t hold back so much… I encourage people to just do what they want.” 

Action Steps: 

1. Build your brand around a clear mission: Having a purpose beyond profit creates deeper customer loyalty and long-term impact.
2. Use simple, real ingredients in your products: Clean labels and quality inputs help earn trust and set you apart.
3. Turn personal challenges into fuel for entrepreneurship: Resilience and persistence can transform obstacles into meaningful business opportunities.
4. Involve your family and community in the journey: Keeping a close support system strengthens both the business and its culture.
5. Share your story openly to raise awareness: Sparking conversations about important causes can inspire others and expand your brand’s reach.