In the shadows of societal norms and expectations, the journey from incarceration back into the workforce is fraught with challenges and stigmatization. Amidst the complex web of reintegration, one beacon of hope and innovation stands out, offering a fresh perspective on the potential for former inmates to thrive in a supportive work environment. Carolyn Herbert, a visionary entrepreneur, has transformed her company, Herbert’s Wine Jelly, into more than just a business—it’s a lifeline for those looking to rebuild their lives after prison.
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Now, she is co-creating an inspiring cookbook, Chef Rod Martin Cooks with Herbert’s, that embodies the essence of redemption and creativity. This unique cookbook, featuring recipes developed inside prison walls, is a testament to the resilience and ingenuity of those who have faced incarceration. It’s more than just a collection of recipes; it’s a narrative of transformation, hope, and the rich culinary creativity that flourishes even in the most unlikely places.
While many organizations provide essential resources to ex-inmates, Carolyn’s approach goes beyond the basics, addressing the critical gap in employment opportunities and fostering an environment where these individuals are not just workers but valued team members poised for success.
Her unique strategy benefits former inmates and enriches her company and community, challenging the misconceptions surrounding the formerly incarcerated and highlighting the untapped promise they hold.
Herbert’s Wine Jelly offers 12 different non-alcoholic jellies fashioned after well-known drinks such as margaritas, sangria, mango moscato, and even lagers. The gourmet foods store also offers tasty peanut butter spreads, seasonings and cocoa mixes.
Carolyn started her company after she observed that many of the resources offered to inmates fell short of providing adequate support for individuals seeking employment.
“Many programs focus on the community’s role in providing support, but they often overlook the importance of helping employers understand what a good employee an individual who was formerly incarcerated can be. These are people that have been so marginalized that if they get a job, they’re not leaving for fear that they won’t find anything else.”
In addition to addressing their practical needs, former inmates often thrive in their roles due to their strong drive to maintain a positive and progressive life trajectory.
“These people need to and do take pride in what they’re doing because they’re afraid of going backward. Sometimes, people come out of prison and end up right back on the street. Part of that is because they can’t get a job, and people aren’t willing to give them that chance.”
On the flip side, employers can also reap benefits from hiring recently released individuals. “These people are some of the best employees you’ll ever know,” she says.
She shares a story of the first Christmas after the company made a profit. She offered her employees a bonus, but they turned it down.
“They said, ‘No, I want you to go out and find somebody on the street that’s willing to work a little bit, and you spend that money on them because they need to feel as good as you’ve made us.’”
Their strong work ethic and genuine compassion are deeply rooted in their personal life experiences and struggles.
“These are people that know what it’s like to be down, and they know what it’s like to start to feel like they can come up and be somebody again.”
Her employees possess an unwavering dedication to their work, and whenever someone is absent due to illness, they promptly step in to help. A big part of Carolyn’s work is to not only help former inmates with their material conditions but also to help them recover their sense of self.
“One of my methods to help them feel better about themselves is not only to make them an equal part of decision-making within the majority of the things in the company, but I also give them a title.”
For example, when they initially begin, she might refer to someone taking inventory as an “Inventory Control Manager.”
“It builds self-esteem and forces them to take responsibility very seriously regarding monthly meetings and reports that I expect. Those will translate into some of the training I want them to have on a nice resume to go and get a better job. I am more interested in them feeling better about themselves and moving forward than I am in just having them stay with us forever. I want to get them going to let somebody else pay them big time.”
She describes that her focus is to increase revenue in order to hire more employees rather than in the pursuit of profit. In the grand scheme of things, this is how we support and uplift each other.
“I want to invest in the people that are going to be in my community. It could be my state, or it could be my country. It doesn’t have to be right here.”
Carolyn generously gives valuable licensing rights to her employees’ innovative ideas and any resulting products they bring to life. She is dedicated to assisting individuals in finding opportunities to pursue their own endeavors long after they leave the company.
There are various responsibilities she entrusts to her employees, including the authority to make crucial decisions regarding packaging, promotional strategies, and capturing enticing images of the delectable dishes prepared with the jellies. Ultimately, everyone receives a share of the earnings.
Carolyn talks about the fulfillment these individuals get from these roles. While many people dread doing their taxes, her employees actually find joy in the process because they were not in the position to do them for a long time.
So, while many former inmates want to work and look forward to working, overcoming the stigma is a significant challenge these individuals face, and it has a real impact on their living conditions.
As a society, we often hold negative perceptions of the formerly incarcerated even after they have served their sentences. Moreover, employers are reluctant to hire due to mistrust. If they do hire, they are unable to empathize with some of their needs in the same way they may be able to do with other employees who struggle with a condition that affects their ability to perform.
“The one thing that an employer has to understand is that every one of these people has struggled with PTSD. It may just be the sound of keys. Somebody drops a set of keys, and they may panic. Ask them about their triggers and be aware of those triggers.”
In addition to her other endeavors, she and her team have launched a nonprofit organization to provide support to the families of those currently incarcerated. According to her, in many cases, the spouses are left grappling with the aftermath, trying to manage the situation and juggle responsibilities such as finances, especially when there is a sudden loss of income. They also serve as a crucial source of emotional support for the incarcerated individual.
“When someone in your family is incarcerated, it’s a shock. They’ve been torn away. The whole family needs support. So, we’ll go, sit with them in court, or do different things like go out to lunch and talk and laugh about some of the things that happen that you can’t talk about with everybody you know.”
The inside jokes often center around the distinctive experiences of individuals who have either been incarcerated or are closely connected to the prison system. These jokes and anecdotes provide comfort for families facing challenging situations.
“One of the famous things in the federal prison system is they sometimes serve bone-in chicken sandwiches. Why would you receive a sandwich with the bone in it? So, if we’re sitting there and we say, ‘Oh, my gosh, well, it’s better than a bone-in chicken sandwich,’ all of us burst into laughter because we know what we’re talking about, and we know that that came from the inside.”
In prison, a heartwarming tradition has emerged where inmates go above and beyond to celebrate each other’s birthdays. They ingeniously craft cheesecakes using simple ingredients like packets of crackers and coffee creamers. “It’s unique, and we’re actually putting it in the cookbooks we are putting together.”
Their upcoming cookbook, Chef Rod Martin Cooks with Herbert’s, will highlight the creative ways to incorporate their tasty wine jellies, peanut butter, and seasonings into various dishes. Her initial motivation to write the cookbook stemmed from a lack of culinary skills and a desire to add variety to popular recipes.
“The guys, while they were in prison, came up with all these ideas and suggested uses to improve meals with whatever product they had come up with, be it a jelly or peanut butter or bourbon pepper or spices. So, I sent a bunch of cookbooks to them while they were still inside, and they came up with these hysterical suggestions.”
One aspect of the cookbook is dedicated to providing recipes that are more approachable and simpler to prepare.
“It’s for the cook who wants to change something in their already-learned meals. They want to put something orange on their pork chops tonight for a different flavor. Or for making meals for kids who don’t want to eat their green beans. It’s all non-alcoholic. So, the goal of the cookbook now is, ‘I got a jar of jelly in the fridge, and I don’t know what to do with that. I can go to the index and look it up.’”
She shares how these jellies can elevate everyday items, like donuts purchased from local donut shops.
“Who doesn’t like a strawberry daiquiri donut? Or a margarita donut? It’s something that’s different.”
The cookbook showcases captivating photography and artwork contributed by talented individuals with a unique perspective who have experienced incarceration. Some recipes incorporate a touch of inside humor that resonates with former inmates and their families. One fun aspect is a section highlighting meals that are best left in the past.
“A lays potato chip bag and hot water you could get out of the sink. That’s just some of the things they’ll put together. And the guys from multiple jails and prisons all over the place are coming together with quirky things or meals that are unique from prison. You know, the currency in some of the federal units is still mackerel.”
The small sections highlight the camaraderie among former inmates.
“Let’s not be ashamed of it. Let’s show that we’ve survived it and how far we’ve come. We came home, and now look at what we’re doing. We are making a difference. We’re helping others.”
In addition to supporting the families of the incarcerated, her nonprofit organization also undertakes an engaging art project. Within this platform, individuals who are currently incarcerated have the opportunity to showcase their artistic creations. Carolyn creates beautiful cards from their artwork and sells them. The company, Herbert’s Horizon of Hope, generously covers all expenses related to printing, including the cost of ink and paper.
“Then the profits and whole proceeds go to the family while they’re inside. So, they’re really giving back to their families. Even when they buy something from the commissary and send it back to their families, it’s a nice way to be able to feel like they’re doing something. The whole thing is based on self-awareness and self-esteem.”
Carolyn’s commitment to uplifting others extends into the broader community through her partnerships with organizations like Synapse, a nonprofit that has profoundly impacted her mission. The organization has grown significantly since its inception.
“One of the organizations that has been life-changing for me is Synapse. Synapse is a nonprofit organization that connects nonprofits like mine with businesses and other nonprofits to help each other. It started in Virginia but has grown worldwide. Keith Reynolds founded it, and Dustin Yancey oversees my hub. Through Synapse, I’ve been able to collaborate with other nonprofits and businesses working on similar goals, like supporting re-entry, self-esteem programs, preventing kids from going to detention centers, and even trauma law.”
Carolyn’s involvement with Synapse opened the door to opportunities she hadn’t imagined before. From local connections to global collaborations, it has enabled her to broaden the impact of her work in ways that felt deeply personal and transformative. She describes the network as more than just a collection of professionals—it is a true family.
“It is a real family—one that uplifts and grows together. When you reach out to another organization, it’s personal, like, ‘Oh, I really want to help them.’ It’s not just offering financial support or sending them a basket. No, it’s like, ‘What can I do to help?’ We’re just full of opportunities for people.”
It is inspiring to hear Carolyn talk about the profound bonds she’s forged through this network. She continues extending the reach of her vision far beyond her own community. These connections, she believes, are key to long-term success.
“There are hubs all over—from Richmond to Denver, even Ireland—and we’re all working on common goals. It’s about finding ways to strengthen each other and make a real difference.”
She sees it as a model for how businesses and nonprofits can work together for the greater good, creating lasting change through collective effort.
Though her work has been incredibly impactful, it leads her to confront the shortcomings of the prison system itself, where she believes punishment often overshadows rehabilitation. Reflecting on the stories her employees have shared upon their release, she points out the stark reality they face. According to her, upon leaving the system, some of her employees reported that the officers would bid them farewell with phrases like “See you soon.”
“As a society, the kind of help that we give them is so short-lived on the outside that they don’t have much choice but to be homeless after 3-4 weeks. In Virginia, if you have a drug condition conviction, you do not qualify for any housing support. So, you know, what do you do? You find a bridge to live under.”
She describes that there are minimal resources for vocational or educational training within prisons. Often, they are reserved for those serving longer sentences (more than ten years). That means those who have sentences under ten years and are getting released earlier do not have the adequate skills to thrive once freed.
“The only way to get an additional real education beyond the GED is to do mail-order classes, and who does that anymore? There are so few institutions now that don’t do it online. There are so few correspondence classes, and it isn’t easy to manage those. So, many people do not get to take advantage of that kind of thing.”
In her account, she narrates the tale of an individual who, despite being sentenced to remain incarcerated until the age of 65, worked hard to secure a transfer from a high-security prison eventually to a facility with minimal security measures, to the extent that the doors had no locks. Despite his desire to work, he will be at retirement age once he is released.
“I work with those people too, just to say, how can you help others? We don’t know why certain things happen a certain way, and certain people are caught, and others aren’t. Justice isn’t evenly distributed. So, they need to find ways on the inside to help others, and we search for those ways.”
A glaring issue within the judicial system is its failure to consider the impact of mental health issues on currently incarcerated individuals, she says. There is a concerning lack of attention given to mental illness, particularly in the context of private prisons, where the financial implications often take precedence over the well-being of inmates. In some cases, prescriptions are not provided as it would impact the profits of these institutions.
“There are just so many holes that could be plugged in. I’m not saying that everybody on both sides is doing things right or wrong. Still, there needs to be something that helps these individuals, especially those who had mental health issues before being incarcerated. I think we’ve come to a point in this country where we can talk about mental health issues, but we don’t really do much to address them. We might throw medication at somebody, but we’re not doing the wrap-around pieces necessary for people to succeed.”
Many societal issues that play a role in the occurrence of crime often go unaddressed by the government. Consider the various factors that can contribute to a fractured household and unfavorable environment for raising a kid—whether it be poverty, neighborhood violence, or the impacts of having a parent who struggles with substance abuse.
“With substance abuse, the biggest thing that was the determining factor of whether it was generational was if they followed a pattern. If the family could sustain a pattern of eating together or getting up at the same time, trying to go to bed at the same time, and keeping a routine, the statistics would be so clear that the next generation wouldn’t follow it. But if they had a disruptive routine in their life because of the alcoholism or the drug use, they were much more likely to follow that pattern of their parents.”
This disorganized environment contributes to generational trauma.
“We talk about nature versus nurture, and I think this concept of generational trauma is huge. I think that we need to help people break some of those patterns. In my interactions, after we get into talking about mental health, that’s when we dump everything along that line. In my opinion, it’s one of the reasons we have the mental health crisis that’s going on—generational trauma and a lack of routine. Look at how upset our bodies get when our clocks change for daylight savings. Think about having that every day when you don’t know when you’ll eat or when someone will be home.”
The focus is not on assigning blame. Providing support to individuals is of utmost importance. Her nonprofit acknowledges the need for this work.
“I think that’s a factor we know, but we don’t talk about. No one wants to say because I did something, my kid’s all screwed up. That’s where I come in to really work with families in the nonprofit side of things.”
Her nonprofit also regularly collaborates with other nonprofits in her community. At the school nearby, some students who have intellectual disabilities also help out during events.
“We are doing so much for the community that even the state police have been really excited to include us and our guys. They help build playgrounds, and they help do all kinds of other stuff. Then they go and are celebrated for who they are.”
When people read the cookbook, Carolyn wants them to feel more empathetic toward the plight of formerly incarcerated people. She regards her employees as her own family.
“I would love for them to have a different outlook towards people that are different. To me, this is all about diversity. I personally was in a wheelchair for six years through my junior and senior high school years. I felt very left out. I’m old enough that there were no ramps back then. I felt very discriminated against in that sense. But that was just the way it was. I think we all need to look at the fact that we all have strengths and weaknesses. We all do things that are wrong. Some of us get caught, and some of us don’t. It’s to not look at people for what they’ve done or what their past is but to look at people for what they can be. And we’ve learned how to be the best version of ourselves from what we’ve been through.”
Nowadays, she continues to get a lot of referrals from attorneys, judges, and the police.
“I have a list that’s probably 35 people long that have been referred by excellent sources. Sometimes I’ll say, OK, I can take you on for two months because I have this project right now, just as a stepping stone.”
Her grandson, Eddie, has been involved in the business since he was nine. He talks about the importance of community.
“If they don’t look out for each other and everyone, they’re going to end up going back to what happened, and it’s going to end up hurting them worse than it hurts us. And it hurts their family a lot. Not everything will ever be perfect. It’s about the learning process. You have to make the best of what you have. They also know that they can count on us. We are people that they can lean on for pretty much forever.”
Her grandson shares the same empathy that she has for the formerly incarcerated.
“We might not like the things that you did, and it’s not going to change the fact you did those things, but we won’t judge you on that because that isn’t something our family will ever do. It’s not something we want to do. If I saw someone do that to someone else, I would do everything in my power to protect that other person. Obviously, that other person is going through something. If you’re going through something with the law, you need someone to lean on. You can’t be alone in that stuff. I’d rather be a reason that someone stays healthy, alive and happy than be the reason why someone doesn’t, and someone ends up hurting themselves. I don’t want to be that. I’d rather make a good impact on the world.”
In Richmond, every year, they have a fair and conference for artists who have been incarcerated, including movie directors, poets, authors, screenwriters, and others. Carolyn says that attending those shows was a profound experience for her employees.
“Everyone who has survived incarceration. This past year, when we went, it wasn’t about me at all; it wasn’t even really about our company. It was about the artists that we have in our company. It was so cool because two of the guys just looked at me and said, ‘This is about me, not about the company, this is about me.’ And I said, ‘Yes, we’re celebrating you.’ I think those are some of the times I see them proud of themselves for their accomplishments.”
Carolyn hopes to one day see more people around the country adopt this business model.
“I’m ready to hit the world and tell everybody how to do what I do and let people know that it’s an amazing feeling. Could you feel anything better than knowing that you put a family’s life together or have done something that impacted somebody you never even knew? You can’t make a big impact sometimes, but you can make a little impact, and a little impact is better than none.”
Moumita Basuroychowdhury is a Contributing Reporter at The National Digest. After earning an economics degree at Cornell University, she moved to NYC to pursue her MFA in creative writing. She enjoys reporting on science, business and culture news. You can reach her at moumita.b@thenationaldigest.com.
