How to Start a Kettle Corn Business

Starting Korn Lab was a big step - investing in equipment without knowing if the business would fly. I thought it’d be a hobby income, but it’s become more than that. Kettle corn has a cult-like following, especially in the United States where it's a staple at fairs and festivals.

After just 4 months in business we already have a loyal following in Northland, New Zealand. What surprised me most? The human connection. After 25+ years behind a computer, chatting with people at markets and events has been the highlight, and as a gregarious introvert, that was a surprise.

How to start a kettle corn business — here’s what we’ve learned:

Do your research – If someone nearby already sells kettle corn and you’re in a small town or city, you’ll be competing for the same events, and that doesn’t work. It’s too niche of a product. A big event can handle two coffee carts, but two kettle korn stalls? Not so much. Work out your profit margin carefully, because there are plenty of hidden costs when starting and running a business. It looks like a profitable business as you're just selling popcorn right? It's still a hefty set-up and it will need to be profitable.

Invest in the right gear – If you’ll need to upscale in a year because your 80 qt kettle won’t be enough, buy the bigger one now. You can always make smaller batches. Future-proof your setup.

Smell sells – Keep popping so the aroma pulls people in. Even small batches make noise and smell that get attention. We love chatting to customers, and usually when someone’s at the counter, others come over to see what’s going on. FOMO in action. Some people have even asked, “What do you sell?” just because there was a line and they didn’t want to miss out.

Pre-make wisely – Some say never pre-make, others only pre-make. We found a hybrid approach works while learning. As you get faster, you’ll rely less on pre-making.

Don’t turn down events – Keep an open mind at first. Some markets we thought weren’t worth it ended up being our best money-makers. Don’t let preconceived ideas guide your decisions. Some events have absolutely BOMBED (not in a good way) but now we just note them in a spreadsheet as “never again.”

Need support? – There are some awesome Facebook groups for newbies. Use the search function first, or you might get a bit told off. People who’ve been in the group for years get sick of seeing “what oil do you use?” But there are some real old hands in there, and you can learn a lot from them.

Is it easy? Heck no! – People say, “What a brilliant business, you just make popcorn.” Well yes, but it’s 5 am starts, bad weather, events with low turnout, ingredients ending up on the ground in high winds, and the gas bottle freezing on cold mornings. But we LOVE it!

Shade & shelter – Do not go cheap. A flimsy gazebo won’t survive wind or rain. We’ve seen many collapse. Buy the Italian shoes!

Brand matters – Clear packaging and professional signage make a big difference. Don’t sell from a beaten-up marquee with a clipart sign. With a sleek setup, people often assume we also operate from a shop, which gives a stronger impression. A high-quality setup signals that your product is good too.