Robert Strong, an Air Force veteran and former military intelligence analyst, transformed his passion for authentic Thai flavors into a nationally recognized brand: Pretty Thai® Specialty Sauces and Spices. What started as a humble food truck in Austin, Texas, has grown into a thriving business—NVBDC Certified and stocked by major retailers like Amazon and Walmart, both proud Corporate Members of the National Veteran Business Development Council (NVBDC).
In 2013, Robert and his wife Kristen launched “Pretty Thai For A White Guy,” a food truck born out of their shared love of Thai cuisine. The food truck was featured on Season 5 of Eat Street on the Cooking Channel, and customers quickly fell in love with their flavorful and unique fusion dishes, to include their bold, chef-crafted sauces, prompting the couple to start bottling them for retail.
Their hard work paid off when Central Market began carrying Pretty Thai products in 10 locations across Texas. But in 2017, life took a painful turn when their newborn son Palmer passed away from Heterotaxy Syndrome, a rare congenital condition. The Strongs founded the Palmer Nicklaus Foundation (501 c 3) in Palmer’s honor, with the mission to put good into the World in their son’s memory, and in the process they have provided support to families of children with congenital heart defects and fellow veterans.
Today, every Pretty Thai bottle bears the foundation’s logo, blending culinary excellence with a mission of giving back.
Recognizing the importance of veteran business certification, Pretty Thai became certified by NVBDC, the nation’s leading third-party authority for verifying veteran-owned businesses. This certification opened doors to new opportunities, including procurement pipelines and support systems offered by NVBDC’s Corporate Members, like Amazon and Walmart.
Through Amazon’s Brand Analytics and A+ Content tools, Robert was able to improve visibility and increase online sales by 83% in just six months—ultimately turning Pretty Thai’s Thai Peanut Sauce into a top seller. Then in 2024, Robert landed a breakthrough: receiving Walmart’s coveted “Golden Ticket” at their Open Call event, clearing the path to national retail expansion.
Robert’s entrepreneurial journey was supported by the Texas Veterans Commission’s Veteran Entrepreneur Program (VEP), led by Megan Tamez. The VEP helps veteran business owners with training, mentorship, and access to funding resources. Importantly, the Texas Veterans Commission is also a proud member of the NVBDC Military & Veteran Organization (MVO) Task Force, a national coalition dedicated to supporting veteran entrepreneurship and building pathways to success through NVBDC certification.
Pretty Thai’s journey is one of resilience, authenticity, and impact. As a NVBDC Certified SDVOB, Robert Strong exemplifies how veteran entrepreneurs can scale meaningful businesses—with the right mission, the right partners, and the right certification. With every bottle, Pretty Thai shares not only authentic Thai flavors, but also the story of a family’s love, a veteran’s determination, and a community of support behind them.
Are you a veteran business owner ready to take your company to the next level?
Join a trusted community of veteran entrepreneurs like Robert Strong who are leveraging certification to win contracts, scale nationally, and make a lasting impact.
Get certified by NVBDC today and unlock access to the $122 billion supplier network supported by America’s top corporations.
Visit www.nvbdc.org to start your certification journey.
