Working with her family on the land she loves, Jeri Anne Huffstutler is living her dream. Her small business, Southern Natural, was born out of her own suffering, her healing, her ingenuity and a desire to help others.
Coping with intense eczema for more than 12 years, Huffstutler had tried every remedy available when she discovered that goat’s milk soap provided the relief she’d been seeking. Goat’s milk serves as a natural moisturizer, as it’s filled with vitamins and fatty acids that nourish the skin. Inspired by her own healing, she and her husband—with zero farming or manufacturing experience—bought land in rural Alabama and began raising their own goats. “I fell in love with our goats so fast,” said Huffstutler, “they’re friendly and joyful, with those big floppy ears, it’s actually therapeutic to be around them.” The couple enlisted their four then-young sons to help milk the goats and to make the company’s all-natural soap. Southern Natural was born.
In the early days, Huffstutler and her family traveled every weekend to farmers markets and arts & crafts shows to sell their handmade products. She soon took the plunge into ecommerce, launching her own branded website. The family fulfilled the orders themselves, shipping mostly to customers they’d met at local events. Then in 2016, her brother, who was an Amazon seller at the time, gave her an important business tip. “He told me, ‘you have to stop traveling and let Amazon bring your products to their vast customer base,’” shared Huffstutler. “I’m so glad I followed his advice.”
Today, 90% of the company’s revenue is generated by online sales and Southern Natural’s products are used by customers across the U.S. According to Huffstutler, the company’s sales have risen consistently every single year they’ve been selling in the Amazon store. “We’re actually up about 60% this year over the previous,” said Huffstutler. She attributes this dramatic growth to having increased the company’s ad spend in 2023. “Being able to leverage the advertising tools available to sellers has helped us grow far more than we ever expected,” said Huffstutler.
This down-home, country business has been leaning into social media marketing to elevate Southern Natural with both rural and urban followers. Huffstutler regularly posts behind-the-scenes soap-making videos from the farm. She recently hosted her first TikTok “live” session with more than 500 participants from across the U.S. Although the company donates thousands of bars of soap a year, Huffstutler regularly asks social media followers for ideas on how Southern Natural can give back to the community.
“That’s how we discovered Nancy’s House,” said Huffstutler—a local nonprofit that provides services to foster children. In addition to providing kids in care with their soap, designed for healthy living, Southern Natural donates to Blount County group homes for formerly incarcerated individuals making the transition to civilian life. “We love helping those who are trying to turn their lives around; there’s nothing more powerful than that,” said Huffstutler.
Through social media, Huffstutler also learns how the company’s products are helping her customers. “Our soap has blessed the lives of people who’ve suffered from the same skin problems I dealt with for years,” said Huffstutler. For this farmer and entrepreneur, there’s nothing better than being able to make a difference while spending time with family and community.
“This business is benefiting people in ways I never could have imagined,” added Huffstutler.