Today we’d like to introduce you to Alisha, Elizabeth Davidson, Bruinsma
Hi Alisha, Elizabeth, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
A culinary discovery in Australia ignited a passion project for Alisha. Introduced to chili crisp by her mother-in-law in Australia, she returned to the US with a jar and a mission. Sharing it with her friend Elizabeth sparked a shared vision: to create a clean label chili crisp. They sought a chili crisp crafted with olive oil, not refined seed oils like canola, boasting a mild yet complex flavor profile suitable for all palates, and versatile enough to elevate everyday dishes from pasta to poultry. Exhaustive sampling of both established and emerging brands yielded no satisfactory results. Over lunch at Rockford Brewery, the question arose: “Why not create our own?” The answer led to the birth of Ruby Crunch.
This endeavor plunged them into the complex world of recipe development, prioritizing olive oil as the base, and the intricacies of food product manufacturing. The naming process presented a unique challenge. Rejecting the ubiquitous “brand name + chili crisp” convention, they sought a moniker that reflected their mild flavor profile and avoided overt emphasis on “chili.” Ruby Crunch emerged as the perfect fit, capturing the rich, ruby-red hue imparted by the spice-infused oil and the satisfying crunch of toasted sesame seeds and crispy garlic.
Neither Alisha, an ecologist specializing in invasive species management, nor Elizabeth, with a background in financial services, possessed prior experience in the food industry. Navigating this unfamiliar terrain required significant dedication and the invaluable support of mentors within the small food business community. They acknowledge the crucial roles played by the Michigan State University Product Center, as well as other small business mentors, in their development.
Production of Ruby Crunch commenced in May of 2024. Distribution currently spans regional farmers markets, direct online sales through their website (www.5lakesflavor.com), and partnerships with over 70 retail locations across the Great Lakes. While their initial focus has been on retail-sized jars, they have recently launched a larger format for restaurants and are actively pursuing collaborations with culinary establishments.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Developing Ruby Crunch has been surprisingly smooth, though it’s underscored the commitment required of small business owners. Supply chain issues, particularly ingredient and packaging stockouts, have presented challenges. One near-disaster involved a crucial ingredient delayed until the day before a major production run. A chance encounter with a delivery driver averted a costly rescheduling, reinforcing the need for generous lead times.
Raising awareness of chili crisp itself has also been an ongoing effort. While growing in popularity, it remains less familiar than mainstream condiments. Hesitation due to perceived spiciness is common at tastings, but sampling Ruby Crunch usually wins people over. The happy surprise of someone experiencing Ruby Crunch for the first time is always a morale boost.
Balancing work and family life is a constant negotiation. As mothers of young children, we understand the need for convenient, healthy, family-friendly options, and this fuels our drive to make Ruby Crunch a success.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
5 Lakes Flavor is a brand that celebrates clean, wholesome ingredients, crafted with integrity and presented with elegance. The heart of our Ruby Crunch chili crisp lies in its versatility. It caters to a wide range of palates. The mild heat level, achieved through careful selection of chilies, makes it perfect for both seasoned spice enthusiasts and curious newcomers. It’s a condiment that transcends generations, enjoyed by adventurous adults and curious children alike. Ruby Crunch chili crisp contains only pure olive and sesame oils, naturally low in saturated fat and devoid of trans fats. Sichuan peppercorns deliver the captivating “mala” sensation, a unique tingling effect that adds depth and intrigue to any dish. Every bite bursts with a satisfying texture, adding another layer of complexity to the culinary experience. Ruby Crunch is crafted in small batches, ensuring exceptional quality and the utmost attention to detail. We use no preservatives or MSG; vegan and keto friendly; gluten free. We are committed to minimizing our environmental footprint, utilizing eco-friendly, plastic-free packaging.
What were you like growing up?
Alisha is going to take this question. Growing up, I was a curious and nature-obsessed kid. I had a real fascination with the natural world and anything wild – bugs, rocks, you name it. I was the kind of kid who collected dead bugs (which came in handy for a 7th-grade science project!), geodes, and Petoskey stones. I even remember rescuing a pelican on a trip to Chesapeake Bay that had gotten tangled in fishing line – my dad helped me untangle it so it could fly again.
And, according to my parents, my first words were “do itself,” which pretty much sums up my personality. Apparently, I was very determined and, some might say, stubborn – qualities that I think have served me well in starting a new business.
Pricing:
- Ruby Crunch chili crisp 8oz is $14/jar
- Ruby Crunch chili crisp 32oz is $38/jar
Contact Info:
- Website: https://www.5lakesflavor.com/collections/all
- Instagram: https://www.instagram.com/morerubycrunch/
- Facebook: https://www.facebook.com/rubycrunchmi/
