As part of our #WhySI campaign on why Southern Illinois is a great place to live, work, and do business, we spoke with Yemisi Anderson, the owner of The JAY Effect that has operated in Southern Illinois since 2021.
The JAY Effect is a family-owned business that specializes in low-salt seasoning blends free from artificial ingredients. Their journey began after months of prayer and seeking God’s guidance, culminating in a virtual grand opening on Facebook and Instagram Live. The inspiration for the business came when Yemisi's husband, James, needed a consistent, low-salt seasoning blend, as many premixed options were too salty. Yemisi suggested they create their own seasonings to meet their needs. Although James was initially hesitant, he embraced the idea after receiving positive feedback from customers. What started as a solution for their catering business has evolved into what you see today!
How do the Southern Illinois people, community, culture and/or resources contribute to your success in running a business here?
We’ve received tremendous support from the beginning, with the Small Business Development Center at Southern Illinois University Carbondale assisting us in establishing our business, managing our finances, and increasing our sales.
Our church generously let us use their licensed kitchen, opening new opportunities. The Southern Illinois vending community feels like family, often stepping in to help with our children during busy times. Friends have also played a vital role, assisting with production and childcare, enabling us to seize opportunities. From encouragement to helping us achieve goals like purchasing equipment, the community’s support has been amazing, and I feel truly blessed to do business here.
Why do you love running a business in Southern Illinois?
Running a business in Southern Illinois is a joy, thanks to the amazing resources and supportive community. I truly believe God placed me here, providing exactly what I need in this season. It’s a place where people know you—or at least recognize me as the “spice lady”—and while that took some adjustment, I’ve come to appreciate it. The friendliness of the community makes doing business here a wonderful experience!
Why do you love living in Southern Illinois?
Some of our family has tried to convince us to move, but we love the slower pace and affordability here. Growing up in busy environments, we appreciate raising our boys in this area. We’re close enough to the highway for an easy day trip to the city when needed, but nothing beats returning to the peace and quiet. Have you ever driven through here? It’s stunning, especially in the fall! With orchards, farms, the Shawnee Forest, and lakes, we enjoy exploring and taking random trips to sightsee. Plus, my husband loves fishing and having so many great spots nearby is a huge bonus!