Max Doggett started on the journey of developing his meat product in 2012 when he began making chicken sausages at Metro Foods.
During that time that time, he was holding down a one-man operation manufacturing the product on-site. Under the leadership and guidance of James Hooks, owner of Metro Foods, the bond and experience helped elevate Doggett’s growth of Safari Meats that would years later be placed inside of major grocery store chains across the region.
“(Hooks) provided me with his sage knowledge and understanding of the food manufacturing and grocery business,” Doggett says.
In both wholesale and retail, his growth expanded, taking what was a family recipe and turning it into a business, which first began with store demonstrations to let consumers taste the product that he knew was going to be a hit.
“I decided to take the bull by the horn and give it a shot,” he explains. “I was able to have my products placed in two Mike’s Markets locations as well as placement at Westborn Market in Ferndale.”
Doggett’s Safari Meats, which he dubs as the “World’s Finest Sausage,” makes for great entrees and appetizers. As some popularity began to grow with a presence from the local grocery outlets, Doggett understood that he wanted to grow and build his food product and its brand.
“I was fine making the sausage inside of the back of the meat room, but in order to expand into big-box retailers, I would need a USDA-approved facility.”
He began learning and studying the market and business process for taking his family meat recipe to the next level. The next goal was to figure out distribution to regional and national retail stores.
And as the pieces of his entrepreneurial journey began to take shape, his network and opportunities expanded. Doggett got involved with Motor City Match, an organization that assists businesses with resources and grant funding in Detroit.
“I was selected to participate in their process and present my business and business plan.”
Despite the fact that his company wasn’t selected for the funding, he pressed ahead.
An opportunity to audition before the production judges of the hit TV show Shark Tank in 2014 is when he met a businessman during the entrepreneurs conference in Columbus, Ohio. And despite not winning over the judges over, the by-chance meeting between him and the businessman would lead to Doggett finding a new mentor. The businessman mentor was selling several million of dollars annually in the food business, including a major distribution deal that landed his product in 700 Walmart locations around the world.
His unique, one-of-a-kind chicken, beef, and lamb sausage, was on a journey, needed a suitable facility to manufacture the product.
Multiple times he received rejection, whether it was finding a co-packer, trying to obtain new funding, or riding the highs and lows of the COVID-19 pandemic. In spite of it all, Doggett never gave up.
He would later partner with a local USDA-approved co-packer facility in 2018, producing a minimum of 100 pounds to start. His mentor, now a business partner, would assist in the branding and soon the name, “KICK’N CHICKEN.”
“I’ll never forget making deliveries in my 2004 Honda Odyssey minivan with the windows down in the winter.” he says. “I didn’t have money for a refrigerated vehicle. The best part was Detroit winters with 30- and 0-degree temperatures…”
In 2019, he got his business in front of Eastern Market. In 2020, the business grew, now placed in three Meijer locations. And the following year, newly acquired skills in pitch presentation won Meijer over to approve Doggett’s product into 13 Meijer Super Centers.
In 2022 Safari Meats would be placed in five distribution centers in the states of Illinois, Indiana, Ohio, Oklahoma, and Wisconsin for 302 Walmart stores
Ten years later, hard work and dedication had finally paid off. Despite the numerous hurdles of life and business rejection, he didn’t allow the many “nos” to “KICK” him down.
“My first sport that my parents put me in boxing. You will never always know where your punch will land, but the key is – it will hit you and you keep moving forward, and that’s why we’re KICK’N CHICKEN.”
Safari Meats KICK’N CHICKEN SAUSAGE is currently in the process of product development for its Diced Chicken Sausage and his products are available now in all Michigan Walmart stores.
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