Founder Of Deep River Snacks Stays Picky About Product's Marketing

Having started his company in 2001 during one economic skid and persevering through another in recent months, James Goldberg, president of Old Lyme Gourmet Co., received a call one day from Wal-Mart.

They wanted to carry Deep River Snacks, his line of 11 varieties of kettle-cooked potato chips and baked fries, as well as his founding product, cheese popcorn.

Goldberg passed on the deal.

"We've turned down Stop &Shop, too,"he said. "I don't want to be in those places. We have a gourmet product. We're all-natural, gluten-free and kosher. Our main business is through health food stores, mom and pops, independent stores. We'd love to do business with high-end retailers, like Roche Bros. in Massachusetts, but not Wal-Mart."