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Gourmet

Bold

Fresh

Handmade Flavor in Covington

What the Spice!?! is a family-owned spice business in Covington, Virginia, creating handcrafted seasoning blends, popcorn seasonings, dips, mixes, drink flavors, and salt-free options for customers who enjoy bold homemade flavor. Built by a father-and-daughter team, the business focuses on small-batch preparation, quality ingredients, and honest customer service that keeps people coming back for more. Customers often appreciate the creative flavor combinations, fresh taste, and personal attention that can be hard to find in large commercial brands. From everyday cooking to movie-night snacks, our products are made to bring excitement, comfort, and flavor into kitchens throughout Covington, VA and beyond.

Flavor With Heart

Our mission is simple: create flavorful products people genuinely enjoy sharing with family and friends while keeping the process personal and honest. Every blend is prepared with care using herbs, spices, and ingredients selected for taste, balance, and freshness. We believe homemade flavor should feel approachable, creative, and fun for every kind of cook, whether someone is preparing dinner, seasoning popcorn, or trying something new in the kitchen. By staying true to our small-batch process and family values, What the Spice!?! continues building lasting connections with customers who value real flavor and genuine service.

Why Our Story Matters

Real family, careful hands, and honest flavor bring warmth to every small batch.

Customer-First Approach

We value clear communication, honest service, and creating a positive experience for every customer who reaches out to us.

Built Through Resilience

Our business grew from a major life change and reflects perseverance, creativity, and the determination to build something meaningful.

Care in Every Blend

Attention to detail matters in every step, from measuring ingredients to preparing blends that taste balanced and flavorful.

Sonja Wall

Owner

Sonja Wall is the creative force behind What the Spice!?!, bringing imagination, curiosity, and homemade flavor into every blend. After relocating from Oklahoma to the Virginia mountains, she discovered a love for experimenting with herbs, spices, and new flavor combinations that eventually inspired the business. Sonja enjoys creating products that help people make everyday meals more exciting and memorable. When she is not mixing new blends, she enjoys spending time with her husband and their three cats.

David Stricklin

Co-Owner, Master Mixer


After retiring from a 40-year career as a school bus mechanic, David Stricklin embraced a new chapter in the Virginia mountains alongside his family. As the Master Mixer at What the Spice!?!, he helps prepare handcrafted seasoning blends with care, consistency, and attention to detail. His hardworking background and steady approach play an important role in the family business and its small-batch process. David now enjoys retirement while helping create flavorful products people can enjoy at home.