H&H Products

Accelerating the B2B Foodservice Market

Looking ahead, H&H’s leadership is united in its commitment to refining and evolving every part of the business. “We have a company-wide goal of continuous improvement,” M. Hartley says. “One of our younger leaders, Lindsey Mirzadeh (Director of Quality and Regulatory), came up with the idea of ‘ContinuousImprovement,’ and we’ve embraced it.” This mindset requires a willingness to let go of outdated practices in favor of new, more effective approaches, a balance of respecting tradition while being unafraid to change.

Building a Name that Resonates

Accelerating the B2B foodservice market with leading product innovation

For more than six decades, H&H Products Company has built a name in the beverage concentrate and liquid food industry, crafting products that are as diverse as the markets they serve. Headquartered in Maitland, Florida, the family-owned manufacturer has grown from a small, one-man operation into a globally connected business supplying syrups, drink mixes, and sauces to foodservice operators across the United States and abroad. 

What sets H&H apart is not just its range of products but its deep commitment to people — employees, customers, suppliers, and partners — combined with a relentless drive for innovation and high-performance standards. In an industry where relationships can be as important as recipes, H&H has found the sweet spot between honoring tradition and embracing change.

A $200 dream to foodservice powerhouse

When CEO Morris Hartley talks about the company’s beginnings, he paints a picture of entrepreneurial grit and modest beginnings. “My dad started the company in 1964,” he explains. “The story we always heard was that he got his dad to co-sign on a loan for $200 so he could buy some ingredients and get started making syrup.” That humble loan was the seed for what would become a trusted name in foodservice, with a reputation built over decades of consistent quality and service.

Hartley officially took over in 2001, guiding the company through new chapters of growth, diversification, and modernization. Today, H&H’s product range includes snow cone and slush syrups, daiquiri mixes, juices, teas, lemonades, pancake syrup, Worcestershire sauce, soy sauce, and more. “Anything in liquid form for foodservice,” M. Hartley says. The company’s focus remains firmly on the B2B market, producing products designed for restaurants, concessionaires, distributors, and other commercial operators rather than retail shelves.

Three years ago, Morris welcomed his son, Jimmy Hartley, into the business as Vice President of Operations, marking the continuation of a proud family legacy into its third generation. Alongside them is Vice President of Commercial Development Emily Hauptvogel, who has been with H&H for two decades and is affectionately considered “adopted family.” This leadership team brings together deep institutional knowledge, fresh perspectives, and a commitment to the company’s mission.

Resilience in action

The last five years have been transformative for H&H Products, with the company navigating both record-breaking successes and industry-wide disruptions. “2019 was the best year in the history of the company from a sales standpoint,” M. Hartley says. “Then, of course, 2020 happened and many of our venues were not open or had limited scope.” While revenue dipped about 35 percent compared to 2019, the downturn proved temporary.

By 2021, sales had not only recovered but matched the 2019 benchmark. In 2022, the company achieved an impressive 50 percent increase over that figure, followed by additional gains in 2023. “Last year was up five or six percent, and we continue to grow,” M. Hartley notes. This ability to rebound so quickly speaks to H&H’s operational agility, the loyalty of its customer base, and the adaptability of its leadership. In a sector where many companies struggled to regain their footing, H&H emerged stronger, with new opportunities in both domestic and international markets.

Family roots, business success

A defining characteristic of H&H Products is its family-oriented culture, which extends well beyond the Hartley name. “Out of our little over 80 employees, 22 have a family member working here,” M. Hartley explains. “We’ve got brothers, mothers, fathers, sisters, wives, cousins — it’s a lot of family.” 

For Hauptvogel, this approach is directly linked to customer satisfaction. “It’s a very collective effort in what we do,” she says. “Our customers often know multiple people on our team, and it’s about more than the best price; it’s about working together to grow each other’s business.” This level of familiarity and trust translates into long-term relationships, with some clients having been with H&H for more than 50 years. By creating a workplace where employees feel valued and supported, the company builds a strong foundation for excellent customer service, continuity, and reliability.

Investing in facilities to support expansion

As demand has grown, so too has H&H’s need for space and infrastructure. For years, all operations — administrative offices, sales, production, and warehousing — were housed in a single 40,000-square-foot facility. That setup eventually became insufficient for the scale of the company’s operations.

“We now operate out of three buildings,” M. Hartley says. “Our original plant, an office building for administrative, sales, and R&D, and a warehouse distribution center. Altogether, we’re over 80,000 square feet.” In addition to adding square footage, H&H has made significant upgrades to its production capabilities, including increased blending and filling capacity, plant renovations, and improvements to workflow efficiency. 

A B2B strategy built on relationships

In the era of social media dominance, H&H takes a tailored approach to marketing that reflects its business-to-business focus. “For us, being foodservice-driven versus retail-driven means the social platforms are helpful, but not always the best form,” Hauptvogel explains. The company prioritizes trade shows, customer events, LinkedIn, its website, and strong search engine optimization over more consumer-oriented platforms like TikTok or Instagram.

Vendor relationships also play a critical role in generating leads. “A lot of our leads come from suppliers and other manufacturers,” Hauptvogel says. “We even refer customers to others when it’s not something we can do, and they do the same for us.” This collaborative spirit strengthens industry ties, creating a network where mutual success is valued over competition alone.

Global reach and a consultative approach

Today, H&H distributes products to 22 U.S. states and 12 countries, with a strong foothold in the Southeast but significant reach into regions as far-flung as Washington State and New York. Internationally, the company has expanded into the Caribbean and beyond. But distribution is only part of the story.

“We work with restaurants and operators to develop their menus and improve their operations,” M. Hartley explains. This often involves identifying ways to streamline recipes, reduce ingredient storage needs, and ensure consistency in flavor and quality. Hauptvogel describes scenarios where a client’s in-house recipe might involve multiple ingredients, and H&H’s R&D team works to consolidate them into a single, consistent product. “They test it in the market, and if it works, we move to production,” she says.

R&D in a shifting regulatory climate

Innovation at H&H is closely tied to regulatory changes and evolving consumer preferences. “The political climate has put a huge focus on cleaner ingredients,” Hauptvogel says. “Natural colors, removing BHA and titanium dioxide, these bring challenges, from supply chain issues to how the product performs.”

She notes that public perception plays a major role. “What you say you want and what’s possible are two different things. Cherry red or blue as you see them now will look different with natural colors.” M. Hartley adds that cost is another factor. “Natural ingredients are more expensive, and nobody wants higher prices after recent inflation,” he says. Balancing these elements — consumer expectations, regulatory compliance, product integrity, and cost- is central to H&H’s R&D strategy.

Data-driven efficiency

To handle its growth, H&H has embraced technology as a key enabler. “A year and a half ago, we implemented a full downtime and efficiency system in production,” says J. Hartley. “It’s helped us use the data we already collect to grow in a good way and execute at a higher level for our customers.”

Automation is an ongoing focus, with the company exploring ways to streamline processes not only in manufacturing but also in accounting, inventory management, and customer service. “The key is using technology that truly benefits the business without drowning in data,” J. Hartley says. The goal is to make work easier and more efficient for employees while enhancing service for customers.

Partnerships built on trust

Vendor and supplier relationships remain critical to H&H’s resilience. “Some of our flavor companies have brought us new business,” M. Hartley says. “Having vendors that are loyal to us and help us grow is essential. My dad always focused on treating vendors well, and the last five years have shown just how important that is.” In times of supply chain disruption, those partnerships have been invaluable, ensuring that H&H can continue to meet customer needs even when the market is unpredictable.

A future of continuous improvement

Looking ahead, H&H’s leadership is united in its commitment to refining and evolving every part of the business. “We have a company-wide goal of continuous improvement,” M. Hartley says. “One of our younger leaders, Lindsey Mirzadeh (Director of Quality and Regulatory), came up with the idea of ‘#ContinuousImprovement,’ and we’ve embraced it.” This mindset requires a willingness to let go of outdated practices in favor of new, more effective approaches, a balance of respecting tradition while being unafraid to change.

As the company moves forward, its focus will remain on leveraging technology, expanding into new markets, strengthening relationships, and maintaining the high level of quality and service that has defined H&H for over 60 years. “We want to continue to get better at everything we do,” M. Hartley affirms. “That’s how you grow.”

At A Glance

Who: H&H Products Company

What: A specialty manufacturer of beverage concentrates, syrups, and ingredient products for the food-service industry, offering both stock items and private-label or co-packing services.

Where: Maitland, Florida

Website: https://hhproductscompany.com/