Tennessee Entrepreneur Goes From Hospital Breakroom to Nationwide Popcorn Maker

In 2016, Memphis-based Tennessee Entrepreneur Lamus Rush III was in medical care, working as a nurse. On his off days away from the hospital, he dabbled in the kitchen, cooking up gourmet popcorn.

It’s safe to say his popcorn quickly gained popularity. At the time, most of his customers were his colleagues at the hospital and Lamus Rush III saw an opportunity.

Rush III is the owner and founder of Crave4 Gourmet Popcorn in Memphis, Tennessee. His father Lamus Jr., who passed away in March 2020, was also his biggest fan and encouraged him to take his business to the next level.

Due to his father’s encouragement and increased and repeat requests for more popcorn — hence the name “Crave4” — Tennessee Entrepreneur Rush III turned that side gig into a full-time business. According to Rush III, he’s personally made every bag of popcorn he’s sold, and freshness is guaranteed.

Crave4 Gourmet Popcorn offers a variety of tasty flavors, including caramel, caramel pecan, and caramel cashew popcorn made from scratch. Crave4 Mix, Memphis BBQ cheddar, buttery cheddar, cheddar, white cheddar, flaming hot cheddar, jalapeno white cheddar, dill, sour cream & onion and a variety of other flavors are also available. Chocolate-coated flavors are available seasonally.

Back in 2016, Rush III said he got his start making popcorn when he simply played around at home in the kitchen trying to make a caramel flavor. After three months of carefully crafting a flavor that fit his popcorn “cravers,” he rented out a kitchen space at Arkansas State in Jonesboro, Arkansas, and purchased equipment for his work.

Rush III later pushed the Crave4 product into his first grocery store in 2020 when the COVID-19 pandemic started. Fast forward to April 2020, his product got into all nine of the Superlo Foods grocery store locations in the Memphis area. From there, Crave4 Gourmet Popcorn quickly made its way into gas stations and smaller stores.

With bigger aspirations, Rush III looked at external sources to assist in growing his business further. Then in January 2021, Epicenter Memphis referred Crave4 Gourmet Popcorn to Communities Unlimited’s Entrepreneurship Team for consulting services.

Rush III sought a loan for working capital, purchasing inventory, equipment, and to grow the business. In addition, his ultimate dream was to open a brick-and-mortar location in Memphis. Tennessee Entrepreneur Rush III started working with CU’s Entrepreneurship Area Director Dr. Marnell Love and the two put their heads together to come up with a plan.

The two developed a budget, a bookkeeping system, and accounting records. They reviewed financials to the popcorn industry averages and identified potential gaps between his business and his industry and challenges. They also created three years of financial projections.

Although Crave4 could not acquire funding, Love said Rush III’s never-give-up attitude paid off in a tremendous way. On Nov. 10, 2023, Crave4 Gourmet Popcorn held the grand opening of its first retail store in Memphis.

“I love that Lamus never gives up, even if he is told what cannot be done,” Dr. Love said. “When we started working together, he wanted a place to make popcorn for all his locations and customers, but getting a loan to rent and relocate his equipment was not possible at the time. He finds a way to make success out of “no.” Lamus is always positive and a pleasure to work with. Our team continues to work with Lamus to grow his business.”

Rush III is still focused on growing his business. Starting in December 2023, Crave4 Gourmet Popcorn and CU’s Entrepreneurship Team entered a new scope of services, including working on a growth plan and creating new financial projections.

The Tennessee Entrepreneur who took his business from the breakroom to nationwide is also relishing the opportunity of having his personal kitchen space at his new brick-and-mortar location.

“I can go in now and pop 24/7 now, if need be,” Rush III said. “The future is bright.”

Delivery service for Crave4 Gourmet Popcorn is available and they ship nationwide. Crave4 Gourmet Popcorn can be purchased online at crave4popcorn.com