For now, they’re marketing mostly via instore samplings. Handke and Pomeroy normally do two sampling sessions each per weekend. “Stores like that, it helps them move product,” Handke said. They also use their website, www. fivefriendsfood.com, to build their base. Johnson says, “We get support there from ‘advocates,’ they push it to their friends.” But for now, Handke says, “The No. 1 priority is perfecting the product.” So who is the target audience? Johnson says: “We didn’t just want to say, ‘If you’re a body builder, Fresh Bar!’ You certainly can use it for a workout, but we wanted it for anybody. It’s great for breakfast! We’re finding moms who put them in children’s lunch boxes. If the kid likes it, you’ve got a sale.” Adds Handke, “’Fresh’ is a word everyone can get behind.” Right now, of the four flavors, chocolate-peanut butterbanana is the biggest seller, while the friends’ personal favorite is cherry-pearwalnut. •••• So what’s a baking session like? First the five purchase the ingredients. Oats, for example are bought in bulk from a wholesaler. Fruit, however, which obviously must be fresh, may be bought from a retail store. Arriving at the kitchen, they slip on latex gloves, hairnets, and, for Handke, Pomeroy and Hinkle, beard nets. (The twins are certified food handlers, and Kindred Kitchen has a commercial production license. The Minnesota Department of Agriculture inspects at least once a year.) The five peel their own bananas, cut up other fruit, then toss it into a blender before mixing the ingredients and putting them into the Every Monday and Wednesday evening the five friends bake bars, producing enough for up to oven in baking trays. After the bars come 1,000 three-bar packages each week. out, they are packaged in plastic sealers with a piece of equipment the Five do own, met their sales goal in 2013 and made a profit. But they then slipped into packages printed by a company in want more outlets. “It’s all about volume,” Handke says. Hamel. Each package is stamped with a “use or freeze by” “We want to be mainstream.” That means, he says, “At date. Says Johnson, “We all get along… Baking is fun. some point, we will have to hire. (But) we expect to go You’re hanging out with your friends. It’s work, but your without pay for a time.” bosses are your best friends.” Johnson adds, “We’re all in it for the long haul. We After six hours of baking, Handke puts the Fresh Bars in return the profits to help it grow.” Organized as an LLC, the vehicle trunk and hauls them directly to a Lund’s so far they are financing all their costs through sales. They warehouse. For Kowalski’s and some others, he drives it have not had to borrow money or seek investors, although straight to the individual stores. The bars are sold in more both acknowledge that could happen in the near future. than 40 locations, including the St. Peter Food Co-op. They’re getting to the point where they might need a bigger kitchen, which could require buying new equipment. •••• But for now, they are able to boast that their young company has zero debt. Johnson stresses the group’s Mankato roots: “We love Mankato – go, Scarlets! We’re just Mankato kids trying to •••• make it good.” Like it says on their packages, “The bar has been raised.” MV Marketing presents a big challenge for a startup. Not only can it be costly, it’s tricky to find your target audience.
24 • may 2014 • MN Valley Business