west shore shoppers' guide, february 12, 2012

8/3/2019 West Shore Shoppers' Guide, February 12, 2012

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G i v i n G i t t h e

Former Manistee resident creates company tomarket gourmet oils for dipping bread

Courtesy photo

The personal touch is put into each bottle of dipping oil as Jonas measures outall the ingredients by hand.

ByKEN GRABOWSKI

AssociAte editor

Susan Jonas is a businesswoman whobelieves the personal touch is somethingthat still makes a difference.

A little more than a decade ago, Jonasstarted the Little Dipper Company thatfeatures gourmet oils used for dippingbread and drizzling over pasta. It was anendeavor that was sparked in the mostunique way, and one that has grown toinclude her product being sold in 125stores in Illinois, Indiana, Michigan, Ohio,Texas, Kentucky, Oklahoma and Iowa.

Jonas graduated from ManisteeHigh School and is the daughter of localresidents Bart and Connie Erickson. Shelearned early the importance of havinga personal touch when it came to thebusiness world as a teenager by working

in Ericksons Pharmacy that was owned byher father.

I came from a retail background withmy Dad at the pharmacy for many years,said Jonas. I then went to and graduatedfrom Hillsdale College with a businessdegree.

Following college, Jonas worked in theretail world for years including being anassistant buyer for The Limited. Along theway, she married her husband, Michael,and the couple had two sons, Collin andBrendan. It also meant she made the deci-sion to go from being in the grind of thebusiness world to taking on the importantrole of a stay-at-home mother.

Back in 2000, both of my kids were inschool and my husband asked me one daywhen are you going back to work? saidJonas. I said that I didnt want to get backinto the rat race of retail. When I was anassistant buyer for The Limited, it meanttravel and being away from my family.

A new ideaDuring the 2000 Christmas season,

something happened that really changedeverything and provided the spark for theLittle Dipper Company. Jonas decided she

wanted to do something special in termsof a gift idea for neighbors and teachers atthe school her sons attended.

We had always made this Spicy Italiandipping oil here at home and I thought it

would be kind of neat to give it as a gift,said Jonas. I did my own labels up on thecomputer, and purchased some bottlesfrom a local store to make it. When I gaveit to the neighbors to try they said this isgreat and you should package and sell it. I

thought about it, but I just didnt know if Ishould do it.It was then when an unfortunate expe-

rience hit the family, like many othershave faced in the past few years, with theeconomic downswing.

My husband was in the computersoftware industry and they pulled out ofCincinnati, so I thought maybe this is asign that I should do something, saidJonas. So, I researched high and lowand worked with the Ohio Department of

Agriculture to make sure all that we weredoing was legitimate. I also had the prod-uct tested at Ohio State University.

Her husband took the oil out to marketit, and landed four accounts in the first

day. Jonas said that provided incentive,but there was one thing the retailers werelooking for that she couldnt offer at thattime.

They liked it a lot, but they said it hadone problem in that they wanted morethan the one flavor of Spicy Italian, saidJonas. I started creating other flavors,and they are all unique to the Little DipperCompany.

My husband and I had gone toCalifornia and did a Napa Valley Wine

SeeSUSAN JONAS page 2

i started creatng other fla-vors, and they are all unqueto the Lttle Dpper Company.

SuSAN JONAS,OWNER, LITTLE DIPPER COMPANY

Sunday, February 12, 2012 www.westshoreshoppersguide.com Copyright 2012

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Tour before we startedthis, and all the restaurantsyou dont get you breadwith butter, they give it toyou with dipping oil. MyMom and I kind of playedaround with our own rec-ipe, and that was how theSpicy Italian thing cameabout.

Since they did it oncein creating the first oil, shethought why not a secondtime. She went back to the

drawing board after gettingthe feedback from retail-

ers and soon they emergedwith red chili pepper, garlicherb with sun dried toma-to, parmesan and their lat-est addition, pesto. Jonaslets out a laugh that comesright from the heart whenshe talks about how theyhad their own little testingground to try out the newdipping oils.

I just played aroundwith the others until wehad it right, said Jonas. I

love garlic and sun driedtomatoes and I did about

six different versions of itand we would have friendsand neighbors over and ask

what they liked or dislikedabout it. We would askthings like is this one toomuch garlic?

It is just trial and errorwith a lot of flavors I grewup with or liked, and that ishow we developed it.

ChallengingJonas said the pesto

recipe was the most chal-lenging to perfect. She saidit took about two yearsto develop it to the level

where she was totally satis-fied with it, but once againit was the personal touchat work. Being a one-per-son company meant creat-ing, packaging, shippingand often marketing theproduct.

However, with successcomes additional chal-

lenges and Jonas said theybegan to get feedback from

others when they took theproduct out to shows inthe area.

People said you needto make bread with this,and at first I said I cantmake bread as well, saidJonas. After thinkingabout it, I thought letsdevelop a line of artisian

bread mixes that are reallyeasy and convenient tomake. So, I did that, and

was kind of on the same

line as the oil where youdevelop a new product

every year or two. Now weare up to five bread mixes.

They presently offercountry herb, five seed,focaccia, French and oliverosemary bread mixes.

What Jonas didnt expectwas the popularity movingtheir business into anotherdirection.

We kept telling peoplein different shows thatthis is not just good to dip

your bread in, but it is also

really good to put on pasta.So, people said you shouldmake your own pasta,said Jonas. I worked witha company, and we devel-oped a pasta. So, that iskind of where the businesshas taken us it continues togrow.

They presently offer sixpastas that include capellid angelo, Italian spice lin-guini, roasted red bell pep-per fettuccini, spinach basilgarlic fettucinni, tomato

basil garlic fettuccini andwild mushroom linguini.

Jonas said other areasof expansion have takenplace in how they markettheir products, which areavailable to view online [email protected]. She said they havefour or five independentsales representatives whosell her products to storesaround the Midwest.

It still amazes her howthe business has grownfrom that humble begin-ning to what it is today.However, something that

has remained constantthroughout time is thepersonal touch that stillexists..

It started in my kitchenand it was one of thosethings were I would bemaking oil all day long

while the kids were atschool, said Jonas. Wehad to keep moving it outof the kitchen, so we put acommercial kitchen downin the basement. That

worked for a while, but Igot tired of going up anddown the stairs.

Growing largerThe next logical step

was to find a location out-side of their home to locatethe business. It includedoffice space and commer-cial kitchen where Jonasstill includes her personaltouch by creating thedipping oil by herself andpackaging the bread mixesherself.

I still do it and peopledont believe me some-

times, said Jonas. Myfamily has been real sup-portive and they have been

very helpful. I learned toget it down to a science,and it is just like a produc-tion line type of thing. Bothof my boys have been veryhelpful with the pasta and

bread mix things, so it iskind of like a family ven-ture.

It is one of those thingsyou have to concentrate onto make sure you get all thecorrect amounts of ingredi-ents, and if I really push it

I can produce 300 bottlesa day. I put the labels andsafety seals on myself. Ilike to make the oil and tipthem for 24 hours to makesure their is no leakagegoing on. If I have an aver-age day, I probably makeabout 150 bottles.

However, it is a greatdeal of work and as the

business continues to grow,

SUSAN JONAS:From Page 1

SeeGROWING page 3

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onas has looked into theossibility of expansion.

We have worked withhis bottler and they areeady to go when we do gethat big order, said Jonas.That is what I would likeo eventually do -- turnt over to a big bottler, so

can start doing biggerhows. That is my goal,nd we are getting closer.

Looking back on theast decade, Jonas saidhe doubts it would haveappened if her husbandsompany hadnt pulled outf the Cincinnati area.

I dont think I wouldave been pushed to do

t and would probably beoing retail somewhere,aid Jonas. I still believehere is a reason for every-hing and that kind ofushed me to do it. When

he came back that firstday, and the only problem

was we needed more fla-vors, I said well, ok, that isa good problem and we cando it.

Jonas admits that it is alabor to produce this muchproduct, but it also is a

labor of love.My Mom asked merecently how long aregoing to do this? saidJonas. I said until Idont have fun and after10 years of doing it, I stillhave fun and still love it. If

you do something you love,then it isnt work.

That is the personaltouch that existed on dayone at the Little DipperCompany and still is thedriving force behind thissuccessful little companyto this day.

growing:From Page 2Sunday, February 12, 2012 WEST SHORE SHOPPERS GUIDE 3

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Sunday, February 12, 2012 WEST SHORE SHOPPERS GUIDE 5

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ProgressoSoups..................................................2/$5

Sun MaidGolden Raisins, 15 Oz. ..............$3.49

RotelSauce, Zesty Tomato & Green Chili..........2/$1

Casa FiestaTaco Seasoning............................75

Restaurant BlendCoffee, 2# Bag ....................$8.99

Banquet, FrozenSelect Recipes ...................2/$3

BanquetPot Pies, All Varieties ...........................75

Sara LeePumpkin Cheesecake .............$3.99

Our FamilyAllergy Capsules, 24 Ct. ........$2.99

DalanHand Soap..............................................5/$5

AndreSparkling Wines & Champagne..$5.59

Peanut & PretzelM&Ms, 10.9-14 Oz. ...........$

2.99Green

Grapes

$2

49

Boneless

Round Steak

Lb.

Ragu

Sauces

2/$5

is now offering

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west shore shoppers' guide, february 12, 2012

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