Support Iowa small businesses year-round

As the founder of a small business in Iowa, I am always grateful for the attention that the holiday shopping season brings. The season shines a well-deserved spotlight on the creativity, hard work, and community pride that define small businesses in towns of every size across our state. But while that annual boost is meaningful, the truth is Iowa’s small businesses depend on the steady, consistent support of our neighbors all year long, not only around the holidays.

At Lola’s, we are fortunate to share a handcrafted family recipe that has grown into a brand supported by customers not only across the country, but around the world. Having grown up in Winthrop, I learned early the value of hard work, honesty, and community commitment — we have used those values at Lola’s and that has led to our success and continued growth. It was important to me to build and grow our family-owned business right here at home. Iowa shaped my family and my story, and I’m proud that Lola’s can now play a small part in supporting the communities that supported me.

Supporting small businesses year-round doesn’t require big gestures. It can be as simple as choosing the neighborhood coffee shop, purchasing a birthday gift from a local boutique, or booking your next haircut with the local barber or stylist. It might mean choosing to eat dinner at a local, family-owned restaurant or shopping at the farmers’ market. In fact, we grew our following of loyal customers by having a stand at the Des Moines Farmers’ Market every Saturday — and now you can fine Lola’s on grocery store shelves throughout Iowa. Even free acts, such as following local businesses on social media, writing a positive review, or recommending a favorite shop to a friend make a meaningful difference. These small actions strengthen visibility, build customer trust, and help keep doors open.

The holiday shopping season is an important reminder of the value local businesses bring to our communities. But it shouldn’t be the only time we think about shopping local. When Iowans choose to support the businesses that line their Main Streets throughout the year, we ensure our towns remain vibrant, distinctive, and full of opportunity.

This year, I hope you’ll celebrate the holidays with your friends and family and choose to shop local and I encourage you to then keep that spirit going every month that follows. Our communities are stronger when we support the businesses that call Iowa home.

Taufeek Shah is CEO of Lola's Fine Hot Sauce in West Des Moines.