About

The Iowa Market logo

The Iowa Market began with a commitment

to produce high quality, locally sourced foods in small batch process.

The Iowa Market is the marketing and distribution arm of VFC Inc. Before incorporation in 2018, the company was known as Valentine Food Company, LLC.
The company is a family-owned business started in 2009 by Rick Valentine. Beginning as a food vendor, Rick uncovered an opportunity after inheriting the recipe for Lazy Toad BBQ Sauce, originally produced in Centerville, Iowa. While researching how to produce the recipe, Rick discovered the need for small batch co-packing.
Rick went to work adapting his business model and modifying his facility to begin producing the recipe. Word spread about the new venture and more small batch products started inquiring about utilizing the co-packing services. The first bottle of Juan O’Sullivan’s Salsa was packed and produced in 2016. As the company has grown, so has Rick’s desire to help other local recipes reach market.
Since 2016, the company has continued to grow co-packing many of Iowa’s favorite dressings, salsas, sauces, and rubs. The Iowa Market meets the ever growing demand for locally produced, high quality foods. Our goal is to distribute and market local products that would be unable to come to market due to industry constraints.
The Iowa Market prevents facility requirements and lack of resources from allowing people to enjoy high quality, local Iowa recipes.