When Ginger Frank started Poppy Hand-Crafted Popcorn, she had little more than a dream and a zip-lock bag. Ten years later, her Asheville-based brand has grown into a thriving business celebrated for its unique flavors, creative packaging, and deep-rooted community connections. But Frank’s path wasn’t paved with instant success or grandiose ambitions. Instead, it was her willingness to learn, adapt, and embrace challenges that transformed Poppy into a beloved national brand.

The Seeds of a Big Idea

Like many entrepreneurs, Frank didn’t set out to build an empire. “In the beginning, the idea of scalability wasn’t even on my radar,” she recalls. The early days were focused on selling popcorn directly to customers in her small store in Asheville, North Carolina. It wasn’t until customers from outside the area started requesting her products that Frank began to see the potential for growth.

“I didn’t know how to package popcorn for a shelf life or what wholesale would look like,” she admits. But equipped with Google, YouTube, and a determination to figure it out, Frank taught herself the intricacies of packaging and distribution. Within two years, Poppy was making its way onto store shelves outside Asheville.

Even then, her vision remained modest. “I thought I might sell to a few places around Asheville,” she says. “It wasn’t until about five years in that I truly realised the scale this could reach.” The journey, however, was far from straightforward. Frank candidly shares how she had to navigate an industry hesitant to share knowledge, relying instead on her resourcefulness and a few helpful mentors willing to guide her.

Burnout, Crossroads, and a Change in Perspective

By year seven, Frank faced one of the most challenging aspects of entrepreneurship: burnout. Balancing the demands of a growing business with raising her children had taken a toll. “I was constantly in a reactive state, trying to keep up,” she reflects. The exhaustion led her to reconsider her long-term goals.

Offers were also being made for the company. If she wanted, Frank need not work a day more in her life. But the friends and family who helped her through the tougher times would. The journey couldn’t be over yet. 

A pivotal moment came when a business consultant asked what she wanted Poppy to look like in five or ten years. At first, Frank didn’t have an answer. But she knew one thing: the pace at which she was working wasn’t sustainable. “I realised I needed a plan—not just for growth, but for creating a structure that could last.”

The turning point wasn’t just about scaling back. Frank decided to grow Poppy intentionally, focusing on creating a company that could support her team and community. “When I sell this business one day, I want the people who helped build it to benefit from that success.”

This realization reinvigorated her. With renewed purpose, she began to set clearer goals, building a robust foundation for Poppy’s future while staying true to its core values.

The Role of Creativity and Community

One of Poppy’s hallmarks is its innovative flavors and eye-catching packaging. For Frank, these elements are deeply personal. Early on, she saw an opportunity to position Poppy as “grown-up popcorn,” distinguishing it from the carnival-themed or child-focused branding typical of the industry. Her background in retail and merchandising shaped this vision, and over the years, she has continued to refine it.

“When we rebranded for our 10th anniversary, it wasn’t just about aesthetics,” Frank explains. “It was about telling our story—about resilience, growth, and connection. Every design element on our packaging has meaning.”

The rebrand, which Frank lovingly refers to as Poppy’s “glow-up,” symbolizes the company’s journey. From playful patterns to design elements like sun and clouds, each choice reflects the highs and lows of building a business. “It’s like a metaphor for life,” she shares. “The sunshine and the rain are both essential for growth.”

Community is also at the heart of Poppy’s mission. From collaborating with local artists to creating a Hurricane Relief popcorn bag to support small businesses in Asheville, Frank has consistently found ways to give back. During the pandemic, popcorn became a symbol of comfort and connection, as customers sent care packages to loved ones they couldn’t visit in person. “Popcorn became a vehicle for community,” she says. “It’s nostalgic, simple, and brings people together.”

Weathering the Storm

Frank’s resilience was tested again recently when a hurricane devastated parts of Western North Carolina, including Asheville. Although Poppy’s building was spared, the company suffered significant financial losses. “We were closed for three weeks during October, our busiest month for wholesale,” she shares. The impact was severe: over a million dollars in orders were canceled.

The challenges didn’t stop there. When Frank turned to her insurance policy for relief, she was met with resistance. “Our insurance company found a loophole to deny our business interruption claim,” she reveals. Yet, even in the face of adversity, Frank refused to be defeated. She quickly launched the Asheville Mix—a special edition popcorn bag with proceeds supporting hurricane relief efforts for local businesses. “It’s helping us recover while also giving back to the community,” she explains.

This initiative has been a beacon of hope, demonstrating Frank’s ability to turn setbacks into opportunities. The bag’s design, featuring local artwork, has resonated with customers across the country, further strengthening Poppy’s connection to its roots.

Frank’s journey offers valuable insights for other entrepreneurs. One of her biggest takeaways is the importance of asking for help. “In the beginning, I was reluctant to reach out to others because it felt like admitting failure,” she admits. “But I learned that people are willing to help if you’re sincere and vulnerable.”

Another lesson is the necessity of adaptability. From experimenting with local corn suppliers to balancing idealism with consumer realities, Frank has consistently pivoted to meet challenges head-on. “If you’re rigid about how things should go, you’ll miss opportunities,” she advises. “You have to be open to change.”

Frank also emphasizes the value of authenticity. Whether it’s sharing her struggles or celebrating successes, she believes that transparency fosters trust. “Letting people into your real world goes a long way. It builds brand loyalty and reminds customers that behind the product is a human story.”

A Vision for the Future

As Frank looks ahead, her focus remains on building a sustainable and impactful company. While she doesn’t have a specific timeline for selling Poppy, she is committed to ensuring the transition benefits everyone involved. “This business has always been about more than popcorn,” she says. “It’s about creating something meaningful—for our team, our community, and our customers.”

For Frank, the journey has been as fulfilling as the destination. “I’ve learned so much about resilience, creativity, and the power of connection,” she reflects. And as Poppy continues to grow, it’s clear that Frank’s entrepreneurial spirit will leave a lasting legacy—not just in the world of popcorn, but in the lives of those she touches along the way.

Beyond the business metrics, Poppy’s story is a testament to the role food plays in human connection. During the pandemic, Frank saw this firsthand as popcorn became a symbol of comfort for families separated by distance. Whether it’s through a special edition flavor or a thoughtful gift, Poppy’s mission is to bring people together.

This philosophy also extends to Frank’s team. With over 50 employees during peak season, Poppy thrives on the collective effort of a close-knit group. “We spend so much of our lives together,” she says. “It’s important to have good relationships, especially during tough times. We cheer each other on.”

As Poppy expands, Frank remains committed to sustainable practices. Although sourcing locally isn’t always feasible, she has built long-term relationships with suppliers who share her values. “It’s about finding a balance between idealism and practicality,” she explains. “You have to focus on what’s most important while ensuring your product remains accessible.”

This balancing act, much like the rest of Frank’s journey, underscores her philosophy of continuous learning and growth. Whether it’s navigating a crisis or exploring new flavors, she approaches every challenge with humility and a determination to do her best.