Meet the small retail businesses driving retail forward
NRF’s Small Retail Business Spotlight highlights exceptional small retailers who are innovating, inspiring and making a difference in their communities.
August 2026 Spotlight
Robert Strong
Pretty Thai
Austin, TX
This month’s spotlight features Robert Strong, founder of Pretty Thai, an Austin-based producer of chef-crafted Thai sauces, seasonings and meal solutions inspired by authentic Thai cuisine.
1. Tell us the story of how your business started. What inspired you to open your doors?
I was first introduced to the bold, vibrant flavors of Thailand during my second deployment to Fallujah, Iraq. Later, after traveling to Thailand, I fell in love with the cuisine and became determined to share those authentic flavors with others.
More than a decade ago, my wife Kristen and I launched Pretty Thai For A White Guy, a food truck in Austin, Texas, born from our shared passion for cooking. We met in culinary school, fell in love in the kitchen and discovered a mutual joy in introducing people to authentic Thai food. That passion eventually evolved into Pretty Thai, where we create chef-crafted sauces and seasonings that make it easy for families to enjoy restaurant-quality Thai flavors at home.
2. What makes your business unique in your community or industry?
We're chefs first, not food scientists. Every Pretty Thai product is crafted with real ingredients and authentic Thai flavors without artificial preservatives, fillers, gums or unnecessary additives, so home cooks can create meals they're proud to serve in about 20 minutes. I stay connected in the community by supporting other entrepreneurs in the food sector through my shared kitchen business, Wingman Kitchens, as well as through our 501(c)(3) nonprofit, the Palmer Nicklaus Foundation, supporting families in children’s hospitals fighting for their child’s life.
3. What's next for your business? Any exciting plans, goals, or dreams on the horizon?
We're expanding beyond sauces into products that make authentic Thai cooking even more accessible, including premium rice noodles, curry seasonings and other chef-crafted meal solutions. At the same time, we're committed to giving back through the Palmer Nicklaus Foundation by supporting culinary programs and providing comfort to families at children's hospitals, because bringing people together through food has always been at the heart of our mission.
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The NRF Small Retail Business Hub's monthly spotlight program elevates the personal stories of small business owners who help shape and strengthen communities across the United States.
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Eligibility
Small retail businesses with less than $38 million in annual revenue and fewer than 500 full-time employees. See prohibited product categories.
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NRF will have full discretion in choosing the businesses featured each month.
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Featured retailers will appear on the NRF Small Retail Business Hub website for the full month. Each spotlight will include written stories about the business and may include video content.
NRF will also promote each business across its social media channels throughout the month. After their spotlight month, featured businesses will remain on the site’s archive page for ongoing visibility.
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