Market Forces: Jakey + Rachie Handmade

This week, Patch interviewed Jeff Stein, founder of Jakey + Rachie Handmade Foods. Handmade pretzels, granola, kettle corn, brittles, fudge, plantain chips, and "ugly corn" are among the offerings at his market table, located in the market lot near Beechwood Road.

Would you describe your business?

Jakey + Rachie Handmade is locally based in Scotch Plains and is really all about creating handmade, delicious, and all-natural food products - simply made without any preservatives or artificial ingredients, heaven forbid. Some are made with organic ingredients as well. We only use high-quality ingredients, and we like to say that there is 'nothing in them but the good stuff.' Of course, all our products are delicious too - they have to be. You'll never find one here that isn't, I can promise you that. I think this philosophy has become our trademark, and we wouldn't have it any other way. '

When I began this journey, I started with my handmade ice teas, and little by little began to develop and introduce new and interesting handmade products. I had a very simple premise - to create delicious and happily addicting treats using the best ingredients - with a big concern not to use anything artificial and absolutely no preservatives.

I'd have to say that our effort at the Farmer's Market is truly grassroots. We get to meet and talk with a great deal of people, and in doing so, we learn so much more about our products, and our customers. The feedback is invaluable, and we are constantly evaluating their wants and needs, and ultimately introducing products especially for them. For example, we now have several unique products that just happen to be vegan and gluten-free. The introduction of our freshly made, handmade Better than Potato Chips brand of gourmet plantain chips, and our Outrageous Nutty Confections brand of brittle bites was in direct response to what we were hearing at the markets. Our handmade Hard Amish Pretzels have no oil in them, so they are completely fat-free. Our handmade Granolas are made fresh every week with maple syrup, not sugar - it actually takes three to four hours to digest, so you don't get 'the spike' in your blood sugar like most other granolas. People want delicious treats that meet their special dietary concerns, and we are beginning to cater to and attract those customers as well.

We are looking to maintain and build our presence by adding additional farmer's markets. I am now designing and building our internet site, and believe our business will grow from that over time. We currently get calls from all over the country for our products, so it is very promising to me.

What's your background? How did you get into this business?

I'm a marketing guy who happens to have a passion for creativity and good food. I started at the Scotch Plains Farmer's Market on a whim. I was volunteering my time and managing the market. I was helping to develop and build the market's presence, and one day I decided to throw in my hat and try my hand at creating my own food products. I had thought, why not challenge myself and see what happens? So now, I'm utilizing my branding, graphic design, and marketing skills to succeed here. I do an incredible amount of research, and I'm always looking for interesting products to create. So far, I have developed a very promising line of products with an interesting brand name - Good As Heck brand. It just seems to resonate with our customers, and I get a lot of positive responses every week - just from the name alone.

It's very easy to get caught up in the hoopla of helping others build their business. I've been doing that for a great portion of my life. So it's been refreshing to see myself succeed on my own terms by combining the two things that I am truly passionate about.

What's the hardest thing about what you do?

As a small business, the most difficult thing is really wearing all the hats, and coordinating all of the things inherent in establishing a viable presence in the marketplace. There is never enough time in the day and your energy level is always waning. Money and credit is in short supply and the economy is not the greatest. Establishing credit with suppliers and maintaining a positive cash flow is the hardest thing right now. Are there any customers out there who love our products and want to invest?

What's the best thing about what you do?

Everything else, like selling, marketing, and developing products is a piece of cake. It's like second nature to me, and I really enjoy it. The people I have met at the markets are so friendly and cordial. And by far, the interaction with them is the best thing about what I do. Seeng their faces, their smiles, and hearing their reactions when they taste our products - there is something very satisfying and redeeming about that. It lets me know that we are really onto something here - that we are providing something that people actually love.

What's your best-seller at the Summit Farmer's Market?

I often go to this local pizzeria and every time I ask them, 'what's your best seller here?,' they always tell me that everything's good. I'd have to say the same thing when it comes to our products. They are all really very good and it's hard to say for sure what is the  best-seller. Each week it varies, and a great deal of the same people come back each week for their special selection. We try to introduce new products throughout the season, and most times, the new product becomes a best-seller as well.