J&D's Down Home Enterprises, also known as J&D's Foods, was an American company founded in 2007 by entrepreneurs Justin Esch and Dave Lefkow to produce vegetarian based, bacon-related products such as Bacon Salt and Baconnaise.
[1] Initially Esch and Lefkow had no advertising budget and were met by resistance from food brokers and distributors who were unwilling to take a chance on an unknown product.
[3] In addition to online marketing, Esch and Lefkow spent an average of 30 minutes per day phoning the media, and explaining why they should do a story about them.
[4] On October 28, 2008, J&D's Foods hosted The World's First Charity No Holds Barred Battle To The Death Mayonnaise Wrestling Match at Heavens night club in Seattle, Washington.
The event featured three bouts of wrestling in 200 gallons of mayonnaise inside a ring made of old mattresses and hay bales.
J&D's hosted a complimentary BLT sandwich bar served $3 Mitch Morgan shots made with Maker's Mark bourbon.
The competitors included Ben Dragavon from Seattle Sounders FC, Mark Rahner from ROTTEN Comics, Thee Ted Smith from KISW 99.9 FM, Josh Black a.k.a.
Ronald McFondle from Seattle Semi-Pro Wrestling, Justin Barnes from KFNK 104.9 FM, Sheeza Brickhouse from the Rat City Rollergirls, Erik "The Red" Denmark from Major League Eating and Jessica Williams the J&D's Foods Fall 2009 intern.