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  • Writer's pictureMark Hartmann

Core Values as a Growth Catalyst: The $14 Million Journey of Sauceda Industries 

Hands holding a small amount of soil with a young plant sprouting, symbolizing growth and sustainability, with sunlight illuminating the scene in the background.

Core Values as a Growth Catalyst: The $14 Million Journey of Sauceda Industries 

In the competitive third-party logistics (3PL) sector, Jay B Sauceda turned Sauceda Industries into a standout business, ultimately reaching $14 million in sales before being acquired by  


His secret weapon? His core values: “Yes, And,” “Explore More,” and “Give a Sh!t.” 

Talent Recruitment 

Sauceda found his first significant opportunity with Howler Brothers, the digitally native purveyor of stylish and rugged outdoor gear whose leadership was related to Sauceda’s core values.  


Sauceda’s values weren’t mere posters on a wall but embedded into job descriptions, ensuring new hires were aligned with the company ethos. “Yes, And” fostered constructive dialogue, “Explore More” encouraged initiative, and “Give a Sh!t” signaled a commitment to quality. 

 In the fiercely competitive landscape for hourly workers, Sauceda utilized job ads as both a magnet and a filter. His distinctive ads read: 


“We’re looking for someone who gives a shit about their work, gets annoyed with coworkers who don’t pull their weight, wants to level themselves up in a big way and cares about being somewhere long enough that people remember their name.”  


Such postings instantly distinguished Sauceda Industries from competitors' mundane listings, drawing talent aligned with the company’s dynamic culture. 


Employee Training and Metrics 

New hires were introduced to Sauceda’s values through dedicated training programs. Performance evaluations considered not just revenue metrics but also the embodiment of Sauceda’s core principles. Employees who exemplified “Yes, And,” “Explore More,” and “Give a Sh!t” found themselves rewarded and recognized. Their Slack channel was full of praise for team members embodying their core values.  


Creating a distinctive culture was crucial for Sauceda. He recalls, “Our values lived in our daily interactions, whether an employee going above and beyond for a client or in our collaborations.” 

Client Relationships

The core values extended to client interactions, offering criteria for long-term partnerships. A cornerstone example was Howler Brothers, whose alignment with these values set the stage for both parties’ success. Sauceda emphasized, “When a client fits naturally with our core values, the collaboration is far more likely to be fruitful.” 

A Valuable Company 

Leveraging this values-centric model, Sauceda Industries grew from a 3,000-square-foot office in 2013 to a sprawling 126,000-square-foot facility with 150 employees by 2020. “We bootstrapped to the top,” Sauceda asserted, attributing the company’s fast, self-funded growth to its value-driven framework. 


In the competitive 3PL landscape, Sauceda Industries didn’t just serve clients; it built relationships based on shared values. Through strategic recruitment, impactful training, and a vibrant work culture, these core values helped create a business that thrived, achieving $14 million in sales before it was acquired by in 2021. 

Mark Hartmann - CEO of HartmannRhodes

Mark Hartmann is a three-time Inc 500|5000 CEO with a rich sales, operations, and leadership background in the insurance, financial services, and healthcare sectors. With extensive experience growing and selling his own businesses, Mark leverages his expertise to help owners grow and sell businesses valued at $1M —$25M. He’s earned a master’s degree in organizational change management from St. Elizabeth University and a graduate certificate in executive coaching from Columbia University. Mark’s professional certifications include Certified Mergers and Acquisitions Professional (CM&AP), Certified Business Intermediary (CBI), Certified Exit Planning Advisor (CEPA), and Certified Value Builder (CVB).


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