It takes guts to start a business, even in good economic times. So you might think that only the most wildly optimistic entrepreneurs would attempt it now, with the country in the depths of a recession.
Maybe so, but it’s hard to keep a good idea down, according to Leon Stoltz, founder of the Decatur-based, upscale potato chip brand Potato Finger. He says now may be the best time to launch a business — if you really believe in your product, are willing to work hard and surround yourself with smart, supportive people.
About Potato Finger:
As far as numbers now, I cannot tell you anything. We are privately held, and I love it. I can say that more brokers and distributors are working for us now than we have ever had, even with the tough times. We get more distribution every day. If you go to Vegas, you’ll find us there in I don’t know how many hotels. This is the third year we are the Rachel Ray product or snack of the day. We were just featured in Bon Apetit. We recently started advertising with Citadel Broadcasting — the first time we’ve done an ad on the radio — and we sold out in many of our stores after the ads ran. Citadel has done a fabulous job in helping us … and they are an example of how you can be creative in structuring a deal. We got really creative. There’s no way I could just go in there and buy $80,000 worth of advertising in one shot. Yes, pay the standard rate but be very creative about the relationship.
