Today we’d like to introduce you to Alisha Davidson & Elizabeth Bruinsma.
Hi Alisha & Elizabeth, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I’m a Midwest native who boomeranged back to the Great Lakes region after college in California and grad school in Australia, and Elizabeth is a Vancouver transplant who found her forever home in Grand Rapids during college. We bonded by our love of bike rides, craft beers, and all things delicious. Our friendship took a delicious turn in 2023 when I discovered chili crisp while visiting my husband’s family in Australia. We were obsessed with the flavor but unable to find a version in the US that fit our criteria – no refined seed oils, mild but flavorful for all palates, and versatile enough for everyday dishes like pasta, chicken, and veggies – and a lightbulb moment struck over lunch at Rockford Brewery. Why not create our own?
Thus began our journey into the unknown world of packaged food production. With backgrounds far removed from the culinary scene (Elizabeth with 23 years in financial services and me with over 15 years in environmental science), we faced a steep learning curve. But armed with our passion for the product and the generous guidance of others in the small food business community, we persevered. The Downtown Market Incubator Kitchen program and Michigan State University Product Center programs proved invaluable resources.
After months of kitchen testing, Ruby Crunch was born. The name itself is a testament to the product’s essence: “Ruby” captures the vibrant red color from the spice-infused oil, and “Crunch” celebrates the delightful textural contrast of toasted sesame seeds and crispy garlic. Launched in May of this year, Ruby Crunch has quickly gained traction at regional farmers markets, online sales through our website (www.5lakesflavor.com), and in stores across Michigan and Chicago. We’ve even introduced a restaurant-sized jar to cater to the food service industry.
Through it all, our friendship has remained the cornerstone. “We promised ourselves that our friendship comes first, and so far it’s been working great!” We find unwavering support and reliability in each other, navigating both professional and personal challenges together. The story of 5 Lakes Flavor is a testament to the power of friendship, a shared passion for good food, and the courage to embark on a delicious adventure.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
While the journey to launch 5 Lakes Flavor has been relatively smooth, it’s also been a demanding one – we have a new appreciation for the long hours and constant “thinking about the business” small business owners put in! One of the most significant challenges has been the unpredictable nature of the supply chain. Ingredients, jars, and lids often go out of stock or experience delays, creating a constant juggling act. One particularly stressful incident involved a crucial ingredient that was guaranteed to arrive a week before a scheduled cook. Despite the delivery guarantee, the delivery was delayed, and the day before the cook, the ingredient was still nowhere to be found. Feeling extremely discouraged, I started to drive home when I saw a delivery truck from the company it was being shipped through. I decided to take a chance, and followed the truck until it stopped for a delivery – and the package was in that very truck! It was total serendipity and also a good lesson – order items with a large buffer as guaranteed delivery dates are often incorrect.
Another hurdle has been raising awareness about chili crisp itself. While the condiment’s popularity has surged in recent years, especially during the COVID-19 pandemic, it’s still relatively unknown compared to more traditional condiments. Many people associate chili crisp with intense heat, which can deter them from trying it. However, as people discover the mild and flavorful Ruby Crunch, they’re pleasantly surprised and often become enthusiastic advocates. One kid exclaimed after trying it, “This makes me feel alive!”
Finally, starting a new business can make it challenging to keep the work-life balance…well, balanced! Both of us have young kids, and the workday can only go so long. However, our passion for food and our understanding of everyday needs, particularly convenience, health, and family-friendly options, have driven us to create a product that resonates with families.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
We are the owners or 5 Lakes Flavor, and produce Ruby Crunch Chili Crisp. We have worked very hard to create a healthy, delicious product we feel good about providing to the public, and serving to our own families. In addition to the flavor, using olive oil over canola is what really sets our product apart. We were passionate about this ingredient, even though it is much more expensive than canola oil. We are also committed to using plastic-free shipping materials, even though they are also more expensive. In general, we feel a responsibility to provide consumers with a product that is both good for their bodies and the planet.
Are there any important lessons you’ve learned that you can share with us?
One of the most valuable lessons we’ve learned throughout our entrepreneurial journey is the power of asking questions. We’ve been consistently amazed by the support and willingness to help that we’ve received from other small business owners, many of whom have generously shared their insights and expertise, even on the most basic of questions.
For example, when it came to selecting the perfect jar for our Ruby Crunch, we quickly realized that the world of packaging is vast and diverse. From size and shape to volume and weight, there were countless factors to consider. Adding to the complexity was the need to find a jar that was compatible with our hot fill method and the right lid to seal it securely. Feeling overwhelmed, we decided to reach out directly to the jar manufacturing company. They were incredibly helpful, answering our questions promptly and providing valuable guidance. This experience reinforced the idea that everyone is an expert in their own field and that seeking advice from others can be a powerful way to learn and grow. By combining our own research with the insights of others, we were able to make informed decisions and overcome challenges that seemed insurmountable at first.
Pricing:
- $14/jar
Contact Info:
- Website: https://www.5lakesflavor.com
- Instagram: https://www.instagram.com/morerubycrunch/
- Facebook: https://www.facebook.com/rubycrunchmi/
