5 Minutes with Cynthia Hines of PawPaw’s Pickles

In our 5 Minutes with an Entrepreneur series, we highlight the journeys of Michigan food entrepreneurs turning passion into purpose—and flavors into fan favorites. 

For Cynthia and Toney Hines, co-owners of PawPaw’s Pickles in Flint, the business wasn’t part of the plan—it found them. What began as a stress-relieving kitchen experiment during quarantine, inspired by Toney’s Grandma’s old Arkansas pickle recipe, quickly transformed into a full-blown sensation. The moment Cynthia brought jars to a vendor table (meant to sell insurance, not pickles), it was clear they were onto something special. 

Since launching in 2022, PawPaw’s Pickles has grown from a family hobby into a nationally shipped brand known for its bold pickles and signature cha cha relish. With a name inspired by their eight beloved grandkids and recipes steeped in Southern heritage, the Hines are bringing handcrafted, all-natural products to markets, retail shelves, and households across the country. 

Keep reading to learn how the Hines turned tradition into a thriving business, what keeps their customers coming back, and why going viral was just the beginning. 

What was the spark behind your business? 

The spark behind our business is the search for the perfect pickle, that satisfying crunch, the bold flavor, and the joy it brings to even the pickiest of pickle lovers. It’s more than just a snack to us; it’s an experience we’ve poured our hearts into crafting. 

One of the things we love most is connecting with our customers. Whether we’re at a local fair or community event, we always take the time to chat, share stories, and of course, offer a taste of what we’ve been working on. Over time, many of our customers have become more like friends, loyal faces we see again and again, both in person and online. We know many of them by name, and we’re always excited to catch up and hear what they think of the latest creation.” 

What motivates you?  

What motivates us is opportunity, pure and simple. We’ve been incredibly blessed, time and time again, with chances we never saw coming. Doors we didn’t even know existed have opened, and we’re deeply grateful for each one. 

From the very beginning, the outpouring of support from pickle lovers has been nothing short of amazing. Customers, retailers, and fellow food enthusiasts have embraced us with open arms and open jars! It’s their enthusiasm, encouragement, and love for what we do that continues to inspire and drive us forward every day. 

We don’t take any of it for granted. We truly see this journey as a gift, and we’re honored to share it with such a passionate, supportive community.” 

What’s the biggest mistake you’ve made that others should avoid? 

One of the most important lessons we’ve learned is the value of understanding the details it takes to build a successful business. What began as a simple pastime during the pandemic quickly grew into something much more. We didn’t set out to start a pickle business; in many ways, the business found us. 

Before we fully understood the ins and outs of running a business, we were already selling our products. Looking back, we realize how crucial it is to connect early on with professionals who can guide you through the right way to set up and grow. Having the right support and knowledge from the beginning can save time, reduce stress, and help you build a strong foundation for lasting success. 

What’s the biggest ah-ha you’ve had?  

One of our biggest ah-ha moments came when our second product category, cha cha—a bold and flavorful black southern condiment—actually outsold our pickles. A generational family tradition turned into a breakout hit, revealing an unexpected and exciting new market. 

This shift wasn’t something we discovered on our own; it was our customers who led the way. They tell us what works best, and more importantly, they inspire us to explore what’s next. Listening to our customers has become one of our greatest strengths, and it’s opened new doors.” 

Five years from now, where do you hope to be?  

Looking five years ahead, our hope is to have built a mature, well-rounded business model, one that operates with purpose, sustainability, and heart. We envision our brand being firmly established as a trusted name across the region, and eventually the nation, recognized not just for our quality products, but for the values and story behind them. 

More than growth or recognition, what truly drives us is the desire to create something lasting, a legacy our children and grandchildren can embrace with pride. We want them to see the care, the resilience, and the love that went into building this business, and to feel inspired by it. Whether they choose to carry it forward or simply draw strength from its story, our hope is that this journey becomes part of a foundation they can stand on. 

At its core, this isn’t just about pickles; it’s about family, community, and creating something meaningful that stands the test of time. 

What’s the biggest challenge facing small good food businesses?  

The biggest challenge for small good food businesses is access to capital, because cash is needed to purchase better equipment, branding, introduce new products, and carry larger amounts of inventory to fill bigger orders. Managing cash flow and debt can be quite a balancing act. 

What key qualities should an entrepreneur possess?  

Entrepreneurs, by definition, are creators. We create solutions to problems and fill gaps in the market. Therefore, I would say that visionary leadership, strategic thinking, resilience, and passion that drives the work even when it gets hard. It’s rare to find all of these attributes in one person, but as long as the team has them, that’s what matters. 

What’s one lesson or piece of advice you’ve learned that you’d pass onto other entrepreneurs?  

I would remain open to new possibilities. You may go into a situation with one thought, but when you arrive, there are other possibilities available. Think through each possibility carefully to determine which path is best for your company at this time or in the future. 

Want to see PawPaw’s Pickles in action and support Michigan’s rising food entrepreneurs? 

Join us at the annual Michigan Good Food Fund Business Pitch Event on May 6 in Lansing. This event is the kickoff event for the 2025 MSU Product Center’s Making it in Michigan conference and tradeshow. 

Come network, sample local flavors, and cheer on Cynthia and Toney Hines of PawPaw’s Pickles as they compete live for a chance to win up to $5,000 in cash prizes, powered by Lake Trust Credit Union, Fair Food Network, and the MSU Center for Regional Food Systems. 

Register now to attend and be part of a night celebrating good food, great ideas, and the entrepreneurs bringing them to life.