RICHLANDS, VA – MARCH 6, 2025 — Providing healthy food options to benefit athletes, spectators and the general public is the goal of The Athlete’s Bakery & Blends LLC, as Colton Mullins outfits a second food truck to be stationed at a variety of athletic events in the region. Based in Richlands, VA, the business offers nutrient-packed superfoods which are refined sugar-free and non-GMO.
The Athlete’s Bakery & Blends LLC is a recent recipient of a $10,000 Virginia Coalfield Economic Development Authority (VCEDA) Seed Capital Matching Grant. Seed capital grants are funded from regional funds received by VCEDA which are paid by the natural gas industry.
“The Athlete’s Bakery & Blends LLC offers healthy alternatives to usual food truck fare and has identified a niche market to appeal to athletes and others paying close attention to healthy food choices. It’s a business with appeal to locals as well as tourists,” said Jonathan Belcher, VCEDA executive director/general counsel. “The business projects six full-time employees and nine part-time employees within five years.”
Mullins, who said he used to play AAU basketball, got the idea to start his food truck business partly because of what he saw as the food options at most AAU events he attended while growing up. Healthy food options were largely not part of the food landscape at those events.
He recently purchased a 20-foot food truck – one that is twice the size of the truck the business now has.
“With the new truck, we will be able to serve a broader selection of superfoods to athletes, spectators and the general public at athletic events, festivals and fairs,” Mullins said. “In addition to the refined-sugar free and non-GMO products we offer, there are also organic, gluten-free and vegan options available. We want to make a difference in the way nutrition is perceived and delivered.”
He added he hopes to open the new truck this spring. The winter months, he said, are slow, but as sports seasons kick-in, his plan is to set up the trucks at those events to offer fruit smoothies, protein bars, superfood bowls, herbal teas and coffees and yogurt.
Mullins is using the seed capital funds to purchase equipment to outfit the new food truck recently purchased.
“It meant a lot to me as a young entrepreneur to receive the seed capital grant,” Mullins said. “The funds came at a good time because when you are starting out, anything that helps you to get started is great.”
Mullins worked with the Small Business Development Center (SBDC) at Southwest Virginia Community College (SWCC) in developing his application to VCEDA and received a letter of support from the Tazewell County Industrial Development Authority.
“The Southwest Virginia Community College Small Business Development Center (SWCC SBDC) is proud to support The Athlete’s Bakery & Blends, a food truck business founded by Colton Mullins,” said Denise Harmon, SBDC director at SWCC. “Driven by a passion for healthy eating, Colton aims to provide nutritious food options to the community through his innovative venture. SWCC SBDC is excited to continue working with The Athlete’s Bakery & Blends as they expand and grow their presence in Southwest Virginia. Supporting local entrepreneurs, like Colton, not only fosters individual success but also strengthens the fabric of our communities.”
“The Athlete’s Bakery and Blends, Tazewell County and the Tazewell County Industrial Development Authority are pleased for VCEDA’s support of The Athlete’s Bakery and Blends business growth with the Seed Capital Grant program,” said Tazewell County IDA Director Tim Danielson. “This dynamic business offers a unique opportunity to export Tazewell County entrepreneurial business services to counties beyond our own. The business offers athletes healthy food and drink options for events that attract tourism throughout the VCEDA region and beyond. VCEDA’s support of Tazewell County entrepreneurs is welcome and exceedingly appreciated.”
The Athlete’s Bakery & Blends LLC may be found on Facebook. To book the Athlete’s Bakery & Blends food trucks at an event, interested persons may call 276-971-9744.
About Virginia Coalfield Economic Development Authority and Southwest Virginia’s e-Region: The Virginia Coalfield Economic Development Authority, created by the Virginia General Assembly in 1988 to enhance and diversify the region’s economy and help create jobs, markets Southwest Virginia’s e-Region and its focus on electronic information technology, energy, education, emerging technologies, and entrepreneurship. VCEDA is a unique economic development organization that manages funds for economic development projects from a percentage of the coal and natural gas severance taxes paid by coal and natural gas companies that operate in the region. Located in southwestern Virginia, the region includes Buchanan, Dickenson, Lee, Russell, Scott, Tazewell, and Wise counties and the City of Norton. www.vceda.us or www.e-Region.org.
About the Virginia Coalfield Economic Development Authority Seed Capital Matching Grant Fund: VCEDA region for-profit businesses, within qualifying business categories, one year and under with less than 10 full-time employees are eligible to apply for dollar-for-dollar matching grants up to $10,000 from the VCEDA Seed Capital Matching Fund. Applicants work with the Small Business Development Centers at Mountain Empire and Southwest Virginia community colleges to prepare the applications to VCEDA that include detailed business and financial plans. Businesses must be located in or plan to operate in the VCEDA region in southwestern Virginia that includes Buchanan, Dickenson, Lee, Russell, Scott, Tazewell, and Wise counties and the City of Norton.