2014 Standout SMBs
CGT scoured the globe to find this year’s group of Standout SMBs. From a digitally-engaged confectioner in Belgium and a supply chain-savvy cider maker in the U.K. to an inspiring innovator turned viral sensation and a socially-minded personal care company in the good old U.S.A., these small to mid-sized businesses all have one thing in common. Passion and hard work have put these businesses on the fast track to success in the fickle yet lucrative consumer goods market. Find out how each is making a big impact on consumers in its own special way.
Alex and Ani
# of Employees: 1,024
Founded: 2004
HQ: Cranston, RI
About: Alex and Ani, LLC offers eco-friendly, positive products created by Designer Carolyn Rafaelian, who is also founder and creative director for the wildly popular lifestyle brand. The company prides itself on being synonymous with eco-conscious and “Made in America”. Its products are designed, manufactured and assembled using recycled local materials at its headquarters.
A Growing Business: Alex and Ani expanded its retail locations to more than 40 stores across the nation, with more than 1,100 domestic retail partners, and upward of 500 international points of sale in 10 countries and 11 Caribbean islands. The company was recognized as a leading job creator in Rhode Island and the United States by Inc. Magazine and ranked 94th on the Inc. 500 list of fastest-growing, privately-owned companies in 2013.
Next big thing: “In 2014, Alex and Ani will continue to expand as a Made in America, eco-conscious lifestyle brand with additional product extension lines, investments in digital innovation and retail expansion both domestically and internationally,” says Chief Technology Officer Joseph Lezon. Alex and Ani recently partnered with a mobile micro-location targeting system that allows in-store mobile marketing campaigns leveraging iBeacon technology.
Thanasi Foods
# of Employees: 50
Founded: 2003
HQ: Boulder, CO
About: THANASI Foods is a privately-held, Colorado-based developer, manufacturer and supplier of award-winning brands, BIGS and DUKE’S. Both can be found in more than 40,000 U.S. retail locations and are uniquely flavored with some of America’s favorite co-brand ingredients, including Jim Beam, FRANK’S REDHOT, Vlasic, STUBB’S, Bacon Salt and Kikkoman.
A Growing Business: “Our biggest accomplishment for 2013 was definitely the launch of our new pumpkin seed line,” says President and Founder Justin Havlick. The launch marks the company’s first non-sunflower seed in the BIGS product line. “BIGS Lightly Salted Pumpkin Seeds are 100 percent grown in the United States. Not only do they taste great, but are also a healthy alternative from chips, and full of vitamins and minerals.”
Next Big thing: THANASI Foods’ vision for 2014 involves continuous growth comparable to its results in 2013. Havlick hints, “We have a lot up our sleeves, for this upcoming year, and can’t wait to show our fans and future customers!” The company’s first big announcement in 2014 was an advertising and promotional partnership with Jay Mohr Sports, the Premiere Networks/FOX Sports Radio nationally syndicated radio program.
GoldieBlox
# of Employees: 17
Founded: 2012
HQ: Oakland, CA
About: At present, only 13 percent of the world’s engineers are women. With its book and construction toy series, GoldieBlox aims to narrow the gender gap in the science, technology, engineering and math fields and inspire a future generation of female engineers.
A Growing Business: In the past year, GoldieBlox launched in national retailers, including Toys”R”Us, and Target. Additionally, the company achieved mainstream awareness by spreading its message to more than 10 million people through a stereotype-crushing video on YouTube, titled “The Princess Machine.”
“A few months later, we made Super Bowl history by creating its first small business ad,” says Founder Debbie Sterling.
Next Big thing: GoldieBlox will continue to spread its social mission: to change the way we think about toys for girls and inspire girls to become interested in engineering. “We will achieve this through digital and physical activations,” says Sterling. “Additionally, we’re expanding our distribution internationally, as well as expanding our product line.”
Hickory Harvest Foods
# of Employees: 60-70
Founded: 1972
HQ: Akron, OH
About: Hickory Harvest Foods knows the secret to thriving as a small family-run business. In 1972, the Swiatkowski family started out selling smoked sausages and cheeses at local and state fairs. Today, CEO Darlene Swiatkowski and her two sons, Joe and Mike, continue to grow the business as a premier manufacturer and packager of quality roasted/flavored nuts, trail mixes, dried fruits, snacks, candies and chocolates/yogurts. They have two national brands, Hickory Harvest Foods and I.M. Good Snacks, and also produce private labels and bulk sales.
A Growing Business: Hickory Harvest Foods recently completed a warehouse/office expansion that will increase production capacity by 50 percent. Also, a strategic partnership with American Confections Company enables Hickory Harvest Foods to produce chocolate/yogurt enrobed pretzels and panned nuts/dried fruits.
Next Big thing: In 2014, Hickory Harvest Foods’ biggest focus is on food safety and achieving SQF Level 2 certification for its manufacturing facility. “We are also working to increase our brands’ presence, including complete new branding of our I.M. Good Snacks line,” says Mike Swiatkowski, vice president of Sales & Marketing.
Traeger Pellet Grills LLC
# of Employees: 425
Founded: 1985
HQ: Wilsonville, OR
About: Pellet grills are quickly sweeping up market share in the barbeque industry and Traeger Pellet Grills holds the biggest slice of the pie as the industry pioneer. Joe Traeger and his two sons started Traeger Pellet Grills in 1985. In 2006, Traeger Pellet Grills sold to investor Keith Barish and sales have grown rapidly since.
A Growing Business: Traeger Pellet Grills sells products through Traeger-owned stores, independent dealers, hardware store chains, Costco Roadshows, state fairs and e-commerce. 2013 was a record-setting year, growing more than 40 percent.
Next Big thing: Expect the development of channel-specific new products from the company. “In 2014, you will see the release of many new upgraded models,” says Mark Koster, director of Distributor & Dealer Sales. “We have the best customer service in the industry and will stand behind our product with a full three-year warranty.”
Astra Sweets
# of Employees: 309
Founded: 1987
HQ: Turnhout, Belgium
About: Astra Sweets’ brand, Frisia, is the market leader in the Netherlands’ mallows segment. Bucking traditional business practices, the company is taking a new approach by launching Frisia as a premium international A-brand in the sweets category. To do so, Astra Sweets invested in design, marketing and innovation, which led to a growing product portfolio that now includes mallows, gums and UFOs.
A Growing Business: The folks at Frisia decided to be more creative in order to collect first-hand feedback from its consumers. The company enlisted Survey Anyplace, a mobile tool to easily create surveys and quizzes, for help. Consumers can participate by scanning the QR code on pack — without having to download an app. This simple step forward in digital consumer engagement allows Frisia to reward the participants with, for example, a large box of the assortment.
Next Big thing: Astra Sweets will continue to gain distribution for Frisia’s assortment and work toward becoming known as a premium A-brand in the sweets category. New innovative items are on the horizon as well.
Pilot Pen Corp. of America
# of Employees: 300,000
Founded: 1972
HQ: Jacksonville, FL
About: Pilot Pen’s growth has been driven by the consistent development of highly innovative products that deliver unsurpassed quality and an exceptional writing experience. Pilot’s diverse line of pens has been created in a culture that has revered the art of writing for more than 1,000 years.
A Growing Business: “Namiki, our luxury line of pens, are handmade works of art that are globally distinguished by their beauty, craftsmanship and quality writing capabilities,” says Ariann Langsam, director of Consumer Marketing. These exceptional writing instruments, which take an average of three to six months to create, are considered masterpieces by collectors. The essence of art, design and quality of Pilot’s fine writing line can be seen throughout its entire range of product offerings, including Pilot’s everyday pens — G2, Precise, FriXion and many others.
Next Big thing: Pilot’s spirit of innovation is focused on serving consumers’ unmet writing needs. “In a digital age where we have gained immediacy but lost intimacy, Pilot helps you express yourself effortlessly and connect through the written word,” says Langsam.
Love Beets
# of Employees: 8
Founded: 2010
HQ: Vineland, NJ
About: They’re purple, packed with flavor and “beeting” kale in a superfood showdown. Launched in 2010, Love Beets specializes in a line of premium, all-natural, ready-to-eat beets that are sold in major retail food stores across North America. Products include marinated baby beets, freshly vacuum-packed steamed beets and all-natural beet juices. The products use no artificial colors or preservatives, are mostly gluten-free and select products are certified organic by the USDA and certified Kosher.
A Growing Business: In 2013, Love Beets experienced tremendous growth, with sales increasing by more than 400 percent. In particular, Love Beets continued to establish itself as a national brand by expanding distribution to high-profile retailers on the West Coast of the United States.
Next Big thing: “In addition to establishing itself as a household name and the authority on beets, Love Beets plans to grow its business through strong retail partnerships and by expanding into Canada,” reports George Shropshire, vice president of Marketing. The company also has plans to undergo a rebranding that will better reflect its commitment to freshness, quality, convenience and health.
CandyRific LLC
# of Employees: 20
Founded: 2000
HQ: Louisville, KY
About: CandyRific’s specialty is taking something that’s already popular among children and supercharging it as a popular, licensed character. The company sells candy and novelty product combinations utilizing popular licensed brands, including M&M’S, Disney and Dreamworks. It has distribution with most major
retailers in the United States and distributors in almost every major market in the world.
A Growing Business: “We introduced new items using our existing license base that do not revolve around fans,” says President Rob Auerbach. “These new items use unique and special technology in all instances by incorporating lights, sound and movement/animation.” The purchase of Hilco Corporation also allows CanyRific to be competitive with products that fall within the dollar range. The company also added Elvis and Elf on the Shelf licenses and is currently working with and developing items in those areas.
Next Big thing: “Our goal is to continue to expand upon new technologies, licenses and opportunities in different retail levels,” says Auerbach.
Aspall Cyder
# of Employees: 106
Founded: 1728
HQ: Stowmarket, United Kingdom
About: Aspall Cyder has been producing quality cider products since 1728 and work nationally with apple growers to ensure long-term sustainability. Aspall was recently honored by the Soil Association as an organic pioneer. Aspall Cyder is available in more than 25 countries around the world.
A Growing Business: Aspall’s business more than tripled (+340%) in just four years. Aspall introduced the Exceedra TPM solution in January 2013, allowing the company to generate a fully-forecasted P&L. “If a product is on deal 75 percent of the time it is vital to understand if the promotion mechanics are viable,” says Managing Director Des Smith. “We have seen significant improvements in forecast accuracy and financial processes such as accruals management.”
Next Big thing: Aspall and Exceedra are looking to develop true joint business planning with retailers. Exciting new product development continues; Three new ciders, premium vinegar and 100% fresh apple juice have recently launched. A multi-million dollar investment, adding new production and warehousing facilities, will prepare the company for its fourth century.
SoapBox
# of Employees: 425
Founded: 2010
HQ: Alexandria, VA
About: Personal care company SoapBox is on a mission to empower consumers with the ability to make the world a better place through every day, quality purchases. Each time a SoapBox product is purchased, the company donates either a bar of soap, water development or vitamin supplements to children in need in homeless shelters/food pantries in the United States and abroad.
A Growing Business: In 2013, Soapbox grew 740 percent, re-branded its entire product line and launched all-natural liquid hand soap and body wash. “We rolled out in more Whole Foods regions, Harris Teeter, Vitamin Shoppe, Giant Eagle, Earth Fare, New Seasons, Rouses and numerous other accounts across the country!” says CEO and Co-Founder David Simnick. “We also brought on nationwide brokerage coverage through Epic/Wildfire, Presence & Dynamic and started pulling through various distributors.”
Next Big thing: In 2014, additional Tier-1 retail accounts and new lines will make SoapBox a household brand name. “2014 is going to be a breakout year for SoapBox! We have an amazing team and advisors that makes miracles happen on a daily basis,” closes Simnick.
Alex and Ani# of Employees: 1,024
Founded: 2004
HQ: Cranston, RI
About: Alex and Ani, LLC offers eco-friendly, positive products created by Designer Carolyn Rafaelian, who is also founder and creative director for the wildly popular lifestyle brand. The company prides itself on being synonymous with eco-conscious and “Made in America”. Its products are designed, manufactured and assembled using recycled local materials at its headquarters.
A Growing Business: Alex and Ani expanded its retail locations to more than 40 stores across the nation, with more than 1,100 domestic retail partners, and upward of 500 international points of sale in 10 countries and 11 Caribbean islands. The company was recognized as a leading job creator in Rhode Island and the United States by Inc. Magazine and ranked 94th on the Inc. 500 list of fastest-growing, privately-owned companies in 2013.
Next big thing: “In 2014, Alex and Ani will continue to expand as a Made in America, eco-conscious lifestyle brand with additional product extension lines, investments in digital innovation and retail expansion both domestically and internationally,” says Chief Technology Officer Joseph Lezon. Alex and Ani recently partnered with a mobile micro-location targeting system that allows in-store mobile marketing campaigns leveraging iBeacon technology.
Thanasi Foods# of Employees: 50
Founded: 2003
HQ: Boulder, CO
About: THANASI Foods is a privately-held, Colorado-based developer, manufacturer and supplier of award-winning brands, BIGS and DUKE’S. Both can be found in more than 40,000 U.S. retail locations and are uniquely flavored with some of America’s favorite co-brand ingredients, including Jim Beam, FRANK’S REDHOT, Vlasic, STUBB’S, Bacon Salt and Kikkoman.
A Growing Business: “Our biggest accomplishment for 2013 was definitely the launch of our new pumpkin seed line,” says President and Founder Justin Havlick. The launch marks the company’s first non-sunflower seed in the BIGS product line. “BIGS Lightly Salted Pumpkin Seeds are 100 percent grown in the United States. Not only do they taste great, but are also a healthy alternative from chips, and full of vitamins and minerals.”
Next Big thing: THANASI Foods’ vision for 2014 involves continuous growth comparable to its results in 2013. Havlick hints, “We have a lot up our sleeves, for this upcoming year, and can’t wait to show our fans and future customers!” The company’s first big announcement in 2014 was an advertising and promotional partnership with Jay Mohr Sports, the Premiere Networks/FOX Sports Radio nationally syndicated radio program.
GoldieBlox# of Employees: 17
Founded: 2012
HQ: Oakland, CA
About: At present, only 13 percent of the world’s engineers are women. With its book and construction toy series, GoldieBlox aims to narrow the gender gap in the science, technology, engineering and math fields and inspire a future generation of female engineers.
A Growing Business: In the past year, GoldieBlox launched in national retailers, including Toys”R”Us, and Target. Additionally, the company achieved mainstream awareness by spreading its message to more than 10 million people through a stereotype-crushing video on YouTube, titled “The Princess Machine.”
“A few months later, we made Super Bowl history by creating its first small business ad,” says Founder Debbie Sterling.
Next Big thing: GoldieBlox will continue to spread its social mission: to change the way we think about toys for girls and inspire girls to become interested in engineering. “We will achieve this through digital and physical activations,” says Sterling. “Additionally, we’re expanding our distribution internationally, as well as expanding our product line.”
Hickory Harvest Foods# of Employees: 60-70
Founded: 1972
HQ: Akron, OH
About: Hickory Harvest Foods knows the secret to thriving as a small family-run business. In 1972, the Swiatkowski family started out selling smoked sausages and cheeses at local and state fairs. Today, CEO Darlene Swiatkowski and her two sons, Joe and Mike, continue to grow the business as a premier manufacturer and packager of quality roasted/flavored nuts, trail mixes, dried fruits, snacks, candies and chocolates/yogurts. They have two national brands, Hickory Harvest Foods and I.M. Good Snacks, and also produce private labels and bulk sales.
A Growing Business: Hickory Harvest Foods recently completed a warehouse/office expansion that will increase production capacity by 50 percent. Also, a strategic partnership with American Confections Company enables Hickory Harvest Foods to produce chocolate/yogurt enrobed pretzels and panned nuts/dried fruits.
Next Big thing: In 2014, Hickory Harvest Foods’ biggest focus is on food safety and achieving SQF Level 2 certification for its manufacturing facility. “We are also working to increase our brands’ presence, including complete new branding of our I.M. Good Snacks line,” says Mike Swiatkowski, vice president of Sales & Marketing.
Traeger Pellet Grills LLC# of Employees: 425
Founded: 1985
HQ: Wilsonville, OR
About: Pellet grills are quickly sweeping up market share in the barbeque industry and Traeger Pellet Grills holds the biggest slice of the pie as the industry pioneer. Joe Traeger and his two sons started Traeger Pellet Grills in 1985. In 2006, Traeger Pellet Grills sold to investor Keith Barish and sales have grown rapidly since.
A Growing Business: Traeger Pellet Grills sells products through Traeger-owned stores, independent dealers, hardware store chains, Costco Roadshows, state fairs and e-commerce. 2013 was a record-setting year, growing more than 40 percent.
Next Big thing: Expect the development of channel-specific new products from the company. “In 2014, you will see the release of many new upgraded models,” says Mark Koster, director of Distributor & Dealer Sales. “We have the best customer service in the industry and will stand behind our product with a full three-year warranty.”
Astra Sweets# of Employees: 309
Founded: 1987
HQ: Turnhout, Belgium
About: Astra Sweets’ brand, Frisia, is the market leader in the Netherlands’ mallows segment. Bucking traditional business practices, the company is taking a new approach by launching Frisia as a premium international A-brand in the sweets category. To do so, Astra Sweets invested in design, marketing and innovation, which led to a growing product portfolio that now includes mallows, gums and UFOs.
A Growing Business: The folks at Frisia decided to be more creative in order to collect first-hand feedback from its consumers. The company enlisted Survey Anyplace, a mobile tool to easily create surveys and quizzes, for help. Consumers can participate by scanning the QR code on pack — without having to download an app. This simple step forward in digital consumer engagement allows Frisia to reward the participants with, for example, a large box of the assortment.
Next Big thing: Astra Sweets will continue to gain distribution for Frisia’s assortment and work toward becoming known as a premium A-brand in the sweets category. New innovative items are on the horizon as well.
Pilot Pen Corp. of America# of Employees: 300,000
Founded: 1972
HQ: Jacksonville, FL
About: Pilot Pen’s growth has been driven by the consistent development of highly innovative products that deliver unsurpassed quality and an exceptional writing experience. Pilot’s diverse line of pens has been created in a culture that has revered the art of writing for more than 1,000 years.
A Growing Business: “Namiki, our luxury line of pens, are handmade works of art that are globally distinguished by their beauty, craftsmanship and quality writing capabilities,” says Ariann Langsam, director of Consumer Marketing. These exceptional writing instruments, which take an average of three to six months to create, are considered masterpieces by collectors. The essence of art, design and quality of Pilot’s fine writing line can be seen throughout its entire range of product offerings, including Pilot’s everyday pens — G2, Precise, FriXion and many others.
Next Big thing: Pilot’s spirit of innovation is focused on serving consumers’ unmet writing needs. “In a digital age where we have gained immediacy but lost intimacy, Pilot helps you express yourself effortlessly and connect through the written word,” says Langsam.
Love Beets# of Employees: 8
Founded: 2010
HQ: Vineland, NJ
About: They’re purple, packed with flavor and “beeting” kale in a superfood showdown. Launched in 2010, Love Beets specializes in a line of premium, all-natural, ready-to-eat beets that are sold in major retail food stores across North America. Products include marinated baby beets, freshly vacuum-packed steamed beets and all-natural beet juices. The products use no artificial colors or preservatives, are mostly gluten-free and select products are certified organic by the USDA and certified Kosher.
A Growing Business: In 2013, Love Beets experienced tremendous growth, with sales increasing by more than 400 percent. In particular, Love Beets continued to establish itself as a national brand by expanding distribution to high-profile retailers on the West Coast of the United States.
Next Big thing: “In addition to establishing itself as a household name and the authority on beets, Love Beets plans to grow its business through strong retail partnerships and by expanding into Canada,” reports George Shropshire, vice president of Marketing. The company also has plans to undergo a rebranding that will better reflect its commitment to freshness, quality, convenience and health.
CandyRific LLC# of Employees: 20
Founded: 2000
HQ: Louisville, KY
About: CandyRific’s specialty is taking something that’s already popular among children and supercharging it as a popular, licensed character. The company sells candy and novelty product combinations utilizing popular licensed brands, including M&M’S, Disney and Dreamworks. It has distribution with most major
retailers in the United States and distributors in almost every major market in the world.
A Growing Business: “We introduced new items using our existing license base that do not revolve around fans,” says President Rob Auerbach. “These new items use unique and special technology in all instances by incorporating lights, sound and movement/animation.” The purchase of Hilco Corporation also allows CanyRific to be competitive with products that fall within the dollar range. The company also added Elvis and Elf on the Shelf licenses and is currently working with and developing items in those areas.
Next Big thing: “Our goal is to continue to expand upon new technologies, licenses and opportunities in different retail levels,” says Auerbach.
Aspall Cyder# of Employees: 106
Founded: 1728
HQ: Stowmarket, United Kingdom
About: Aspall Cyder has been producing quality cider products since 1728 and work nationally with apple growers to ensure long-term sustainability. Aspall was recently honored by the Soil Association as an organic pioneer. Aspall Cyder is available in more than 25 countries around the world.
A Growing Business: Aspall’s business more than tripled (+340%) in just four years. Aspall introduced the Exceedra TPM solution in January 2013, allowing the company to generate a fully-forecasted P&L. “If a product is on deal 75 percent of the time it is vital to understand if the promotion mechanics are viable,” says Managing Director Des Smith. “We have seen significant improvements in forecast accuracy and financial processes such as accruals management.”
Next Big thing: Aspall and Exceedra are looking to develop true joint business planning with retailers. Exciting new product development continues; Three new ciders, premium vinegar and 100% fresh apple juice have recently launched. A multi-million dollar investment, adding new production and warehousing facilities, will prepare the company for its fourth century.
SoapBox# of Employees: 425
Founded: 2010
HQ: Alexandria, VA
About: Personal care company SoapBox is on a mission to empower consumers with the ability to make the world a better place through every day, quality purchases. Each time a SoapBox product is purchased, the company donates either a bar of soap, water development or vitamin supplements to children in need in homeless shelters/food pantries in the United States and abroad.
A Growing Business: In 2013, Soapbox grew 740 percent, re-branded its entire product line and launched all-natural liquid hand soap and body wash. “We rolled out in more Whole Foods regions, Harris Teeter, Vitamin Shoppe, Giant Eagle, Earth Fare, New Seasons, Rouses and numerous other accounts across the country!” says CEO and Co-Founder David Simnick. “We also brought on nationwide brokerage coverage through Epic/Wildfire, Presence & Dynamic and started pulling through various distributors.”
Next Big thing: In 2014, additional Tier-1 retail accounts and new lines will make SoapBox a household brand name. “2014 is going to be a breakout year for SoapBox! We have an amazing team and advisors that makes miracles happen on a daily basis,” closes Simnick.