A Sisterly Twist on a Classic Favorite
In the world of pickles, traditional and classic flavors often reign supreme—but two sisters, Eileen Mulvihill and Jo-Ann Fincutter, are challenging that norm. As the founders of What the Pickles, Eileen and Jo-Ann have taken an innovative approach to breathe new life into the snack they love. By infusing their love of cocktails into pickles, they’ve created a thriving business that’s as successful as it is unique. Who else is serving handcrafted, non-alcoholic, cocktail inspired pickles?
A Flavorful Journey
What the Pickles started in the most heartfelt way: through the joy of giving. For years, Eileen and Jo-Ann made pickles infused with alcohol as gifts for family and friends, who were always thrilled by the unique creations and even asked for pickles throughout the year. That feedback sparked a realization for the sisters that their pickles were more than just a fun holiday treat; they were something special. In 2021, they decided to turn their passion into a business, and officially launched their first line of handcrafted, small-batch pickles in 2022.
Their pickles capture the essence of beloved cocktails—think gin, whiskey, rum, and beer—without the alcohol. "We like to tell people the flavor is like a mocktail for your pickles," the sisters explain. While perfect as a stand-alone snack, their pickles also complement cocktails, barbecue spreads, and even the classic pickle-back chaser.
Standing Out in a Briny Market
What sets What the Pickles apart from others in the industry is their focus on flavor innovation and their unique method of infusing. Unlike similar products that incorporate actual alcohol into the brine, Eileen and Jo-Ann have mastered the art of infusing their pickles with spices and natural flavors that mimic the taste of popular spirits. This delicate process results in a bold, one-of-a-kind taste that pairs beautifully with a range of dishes and drinks. Their commitment to sourcing ingredients from local small businesses further strengthens their connection to the community while ensuring quality and freshness.
From Coast to Coast
Resilience and adaptability have been at the heart of What the Pickles’s journey. Originally based in California, Eileen and Jo-Ann started selling their pickles at small pop-up markets on weekends. However, family obligations and career moves led each of them to relocate—Eileen to Plymouth, Massachusetts, and Jo-Ann to Nashville. Still, even with that temporary setback, they were determined to keep their dream alive and restarted the business in Plymouth in October 2023. They began by setting up a commercial kitchen, and eventually partnered with a co-packer to expand production and meet the high demand of their loyal customer base.
Since their East Coast relaunch, What the Pickles has thrived in South Shore farmers markets, where the local community has embraced them with enthusiasm. "The South Shore community is incredible! We've never experienced such strong support. The farmers markets provide an amazing opportunity for small food businesses like ours to connect with customers and gain valuable feedback," they share.
Looking ahead, the sisters are focused on growth. In November 2024, they achieved a major milestone by obtaining their wholesale license, allowing them to expand into retail stores. Their future goals include increasing their presence in local markets, growing their e-commerce business, and continuing to build strong relationships within the food industry.
Giving Back and Building Community
As business-owners, Eileen and Jo-Ann are passionate not only about connecting with their customers, but also about supporting the local economy. They’ve partnered with Western Mass Food Production, a nonprofit organization that employs local community members to help pack their products. Additionally, they source pickling cucumbers from Foster’s Grocery, a small, family-owned store in Greenfield, and other vegetables from Plymouth Produce. These partnerships reinforce their mission to uplift other small businesses and stimulate the local economy, all while producing high-quality products.
Words of Wisdom for Aspiring Entrepreneurs
Starting a small business is no easy feat, and Eileen and Jo-Ann are candid about the realities of entrepreneurship—and the challenges they’ve had to overcome during their journey. "It's not for the lazy," they admit.
For those looking to start and grow their own businesses, the sisters have some advice: Keep a secondary source of income while you can as a safety net to navigate the inevitable financial ups and downs of entrepreneurship. Farmers markets, they say, are the best testing grounds for new food businesses, offering direct customer feedback and a sense of market viability. "Be flexible and open to change. Not every flavor will be a hit, and you have to be willing to pivot your business plan as needed."
The Pickle Love Continues
Though What the Pickles continues to grow, , the sisters haven’t lost touch with the South Shore community and how it’s bolstered their success. "Seeing customers light up when they spot us at the market, hearing them say they've been waiting for our return—it’s the most rewarding feeling. And when they tell us we should be on Shark Tank, we can’t help but laugh. Maybe one day!"
For now, Eileen and Jo-Ann are focused on bringing more flavor—and fun—to pickle lovers everywhere, one jar at a time. Whether you're a pickle purist or a cocktail enthusiast, What the Pickles is proof that with creativity, passion, and a little bit of briny magic, anything is possible.
Stay Connected
Website: www.whatthepickles.com
Instagram: @what.the.pickle
Facebook: What The Pickles
For inquiries, collaborations, or wholesale opportunities, contact: info@whatthepickles.com