Growing up with a passion for golf, Adam Hovermale developed a competitive edge while playing at Central Missouri State University. After college, he pursued a career as a Thoroughbred Racehorse trainer, honing his skills for six years before transitioning to the family business in the food industry. His dedication and expertise in food distribution sales and operations led him to join the ICI Foods Board of Directors in 2008 and the company full-time in 2009, marking the beginning of a successful and evolving career with the company. By late 2010, Adam Hovermale quickly became one of ICI’s top salespeople. His leadership led him to take over the Florida Sales market in 2018. In 2021, he took charge of operations for Salco Salt after ICI’s acquisition. His leadership role expanded further when he became Co-President of ICI Foods in January 2023, with a focus on Sales, Acquisitions, and Operations and also overseeing Pure Sweet Honey and Some Honey. Promoted to CEO in December 2024, Adam is excited about the future of ICI Foods under his leadership as they continue their strategic growth initiatives into 2025.
Company: Some Honey
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Adam Hovermale: I’m thrilled to join you. As CEO of ICI Foods, I am proud to lead our trusted food and beverage ingredient supply company, serving customers across the United States. With over 50 years of experience and partnerships with more than 45 top-tier ingredient suppliers, we are dedicated to delivering quality ingredients through eco-friendly, food-safe practices. Our just-in-time delivery model ensures you get the ingredients you need exactly when you need them.
What were the most significant challenges you faced during the scaling process, and how did you overcome them?
Adam Hovermale: One of the most significant challenges during the scaling process was managing demand fluctuations while ensuring consistent product quality and timely deliveries. As we grew, we had to balance increasing orders with our commitment to just-in-time delivery, which required a closer look at logistics and supplier relationships. To overcome this, we streamlined our operations by strengthening partnerships with our top suppliers, which gave us priority access to high-quality ingredients and more flexibility with order volumes.
Another key challenge was adapting our internal systems to handle a higher volume of transactions and customer inquiries. To address this, we invested in an integrated e-store that gave customers visibility into our inventory, real-time pricing, and ordering history. This allowed us to maintain high customer satisfaction by keeping the ordering process transparent and efficient, which also freed up our team to focus more on strategic growth areas.
How did you ensure that your company culture remained intact as your business expanded?
Adam Hovermale: To maintain our company culture during expansion, we focused on clear communication, strong values, and team involvement. First, we made it a priority to communicate our core values—SPEAK Straight, HONOR Commitments, BE Clutch, RESPECT One Another and EXECUTE as a TEAM. We emphasized these values during onboarding, regular meetings, and through leadership example, so that our mission remained central as we grew.
We also encouraged collaboration across departments to keep everyone connected and involved in our growth process. By establishing open channels for feedback and providing team-building opportunities, we ensured that everyone felt they had a voice, helping us to reinforce our close-knit, supportive culture. This approach allowed us to maintain the same sense of purpose and camaraderie we had from the beginning, even as we scaled.
What strategies did you employ to maintain quality and customer satisfaction while scaling rapidly?
Adam Hovermale: To maintain quality and customer satisfaction during rapid scaling, we focused on three core strategies: enhancing supplier partnerships, investing in technology, and implementing consistent quality checks.
First, we strengthened partnerships with reliable suppliers, securing priority access to top-quality ingredients even as demand increased. This ensured consistency in our product offerings, which our customers rely on.
Next, we invested in technology to launch a comprehensive e-store. This allowed customers to easily view inventory, check real-time pricing, and place orders, providing a seamless, transparent experience.
Finally, we implemented strict quality control measures, performing regular audits and feedback loops with our team to catch any issues early. This three-pronged approach allowed us to scale efficiently while upholding the high standards that keep our customers satisfied.
Can you share a specific turning point that was crucial for your business’s successful scaling?
Adam Hovermale: A key turning point in scaling our honey business was the decision to diversify our product line and expand beyond traditional honey and adding more varietals like mesquite and adding agave and now hot honey to our line. We also introduced new, unique offerings like honey spoons which opened doors to new markets and customer segments. This product innovation allowed us to stand out in the honey industry and cater to a broader range of needs, from culinary enthusiasts to wellness-focused consumers.
Expanding our product line also strengthened our partnerships with retailers, as it gave them more reasons to feature our brand on their shelves and online. This strategy not only boosted brand visibility but also enabled us to scale more sustainably by driving higher sales and increasing brand loyalty across a diverse customer base. Embracing this innovation-focused approach was instrumental in our growth and success in scaling the business.
