Robert “Jethro” Kolb spent 21 years navigating the high-stakes environment of the U.S. Air Force, retiring as a Lieutenant Colonel. Today, you won't find him in a cockpit, but you might find him, or at least his name, in the aisles of grocery stores in the Midlands.

The distance between commanding airmen and perfecting a barbeque sauce might seem vast, but for Lt. Col. (Ret.) Kolb, the journey from military precision to the art of the "low and slow" was sparked by a single, underwhelming squad cookout and a refusal to settle for a mediocre burger.

The "Sad" Burger That Started It All

Every mission has a turning point. For Lt. Col. (Ret.) Kolb, it wasn't a tactical maneuver; it was a spread of hot dogs and burgers at a gathering. Looking around, he decided the standards needed to be raised, saying the meal was “just sad.” He took the reins, fired up the grill, unwittingly making himself the designated pitmaster.

What began as a way to build morale among his fellow airmen, eventually evolved into a post-retirement passion. Alongside his "battle buddy," Lieutenant Colonel (Ret.) Ben Johnson, and Ben’s wife, Jenny, Lt. Col. (Ret.) Kolb turned a hobby into a legacy.

Since 2021, Jethro and Jenny's BBQ has been operating out of Manning, South Carolina, proving the Palmetto State is a great place for Veteran-owned businesses and world-class barbecue.

Military Precision, Bottled

Transitioning from the military to entrepreneurship isn't just about changing jobs; it’s about translating a mindset. Lt. Col. (Ret.) Kolb credits his two decades in the Air Force for the backbone of his business.

“It’s about decision-making and holding the standard,” he explains.

In the Air Force, "the standard" is a matter of safety and success; in the BBQ world, it’s the difference between a sauce that’s just "okay" and one that brings customers back. Whether it's Jethro’s Original mustard blend or the kick of Jenny’s Firecracker, the consistency is a direct result of military rigor.

However, the transition also required a new kind of discipline. Lt. Col. (Ret.) Kolb notes that while the military teaches you to lead, being a small business owner teaches you to “trust the process.” Sometimes, the smoke takes its own time, and the market follows suit.

Deep Roots in South Carolina

For Lt. Col. (Ret.) Kolb, being a Veteran entrepreneur in South Carolina is about more than just selling a product, it’s about the ecosystem of support. The business sources ingredients and supplies from local stores, ensuring that when a Veteran-owned business wins, the local economy wins, too.

From sponsoring local sports teams to seeing his brand featured in country stores and restaurants across the state, Lt. Col. (Ret.) Kolb’s journey highlights what Veterans bring to their communities even after serving.

When asked what advice he would give to other Veterans eyeing the world of business, his answer is:

• Have a Plan: Don't just look at today. Have a 10-year vision.
• Think Quarterly: Break that vision down into manageable bites.
• The "Double It" Rule: "Anything you think you’ll get done in that first quarter, double the time—and hold yourself accountable."

Whether his sauce is being drizzled over a traditional brisket or a salad, Lt. Col. (Ret.) Kolb’s story serves as a reminder: the skills earned in service don't retire when the uniform does. They just find a new way to serve the community one bottle at a time.