Rotary Report March 13 2012
By Robin Phillips
Joe “Coach” Crosby – Coaching to Food – His Life’s Journey
Joe “Coach” Crosby grew up in Charlotte NC. His father was an entrepreneur and his
mother a teacher. His mother eventually served on the Board of Governor’s of the State
of NC which, since that was during the 1960s, warranted his family the services of the
FBI and other regular body guards. Then, as later, his parents taught and practiced the
theme “Serve Him, not them.” Joe adopted and lives the same premise.
Joe got into coaching through his church whose minister “volunteered” him to be the
church’s basketball coach. From there, Joe went to coaching college football. He himself
had played football for West Charlotte High, and then as a semi-pro for the Carolina
Chargers and Storm. He later became head football coach at Savannah State and Morris
Brown College in Atlanta. This he did for 25 years. One of the boys he coached went on
to be voted into the Football Hall of Fame. After retiring to spend less time on the road
and more time with his family, the husband and father of two opened a restaurant in
Fairplay, S.C., which gave birth to yet another career, as the creator of Coach's Low
Country Boil Seasoning, which has been featured in stores such as Bi Lo, Food Lion and
Bloom.
How does one go from coaching football to running a seasoning business? Joe had
purchased some land on Lake Hartwell, and he noticed that a lot of people were going by.
“I thought” he said, “If I put up a grill by the house, I bet I could make grilling work for a
living.” My wife thought I was crazy. Joe doesn’t believe in luck. “I believe it's blessed
when you can open up a restaurant in the middle of nowhere and, with no experience,
people come to it. I did that.” When Joe started the T-60 Grill (in 2003) he had eight
tables, and it took off from word of mouth. Within little time he was serving an average
of 600 to 800 people on a summer Saturday.
However, all did not go as hoped. Joe’s Low Country Boil Seasoning was picked up by
large and larger merchandisers. But the investment the large companies made failed
when the economy took a down turn. Joe’s bank account tanked as well. Undaunted Joe
Crosby moved his business to Cashiers and Highlands. Locally his seasonings, trout
burgers and shrimp burgers are highly recommended. Joe’s journey has been supported
unconditionally by many here in the Highlands community. He vows he’s never leaving.
Joe says, “Highlands is more than a town. It’s a community.” In the meantime…..his
spice and seasoning mix has been picked up by NASCAR and he is anticipating the
possibility that his new brand will be even more successful than his previous one. Note:
you may see Kaye Craig’s likeness on the new label.