Sterling Spice Company Expands to Flagler After Decade of Growth

What B.J. and Lacey New started by mixing seasoning blends at their kitchen table in 2013 has grown into a two-location business with a winery inside, a global supplier network, and a second storefront in the town where B.J. grew up.

High Plains Spice Company opened its first brick-and-mortar location on October 25, 2013, at 312 Main St. in Sterling. The couple had tested the concept first at craft fairs and farmers markets, and sold online before concluding that a retail presence would lend the business legitimacy and increase productivity. That Sterling shop, complete with a state-certified kitchen, gave them the infrastructure to turn what began as a hobby into a sustainable operation.

Growth came quickly. In spring 2014, the company won the top prize in Northeastern Junior College's Business to College business plan competition, which led to a grant from the El Pomar Foundation. The funding allowed High Plains Spice Company to expand its product lines and streamline production. By fall 2015, the couple had added High Plains Winery inside the Sterling location. Operating as a Limited Winery, it can produce up to 100,000 gallons of wine and currently offers between 13 and 15 varieties, all made in Sterling.

B.J., who was born and raised in Flagler, and Lacey, who grew up in the Pueblo area, met at Colorado State University while studying agriculturally-based disciplines. B.J.'s original motivation was grilling and smoking meats with his own spice and rub blends; after enough people started requesting those homemade creations, the couple moved toward making a business of it. "High Plains Spice Shop is a way to be part of the agricultural community," B.J. has said. "We like to think that our spices provide a welcoming gateway experience to opening up new culinary avenues for people to try."

The company's sourcing reflects that philosophy. High Plains Spice Company works with 10 suppliers from around the world to source what it describes as authentically grown spices, while maintaining roots in the agricultural identity of northeastern Colorado.

In September 2022, the family moved back to Flagler and opened a second location at 422 Main Avenue. That store functions as both a full retail shop and the company's base of operations for its online and corporate gifting sales, two areas that have seen significant growth. The company continues adding seasoning blends and has plans to expand its loose-leaf tea offerings. High Plains Spice Company marked its 10-year anniversary in October 2023.

Beyond the storefronts, B.J. has joined the Arriba-Flagler School Board, and he and Lacey regularly donate to local community and agricultural organizations. The Logan County Chamber of Commerce named the company its Business of the Week in August 2020, recognizing the couple's role in what the Chamber called "tying our community together."

High Plains Spice Company can be reached at 866-570-1425 or contact@hpspice.com, with locations at 312 Main St. in Sterling and 422 Main Avenue in Flagler.