Chipping Away At Snack Success
By Steve Tarter
EAST PEORIA, Ill. — Alice
Anthony isn't letting the downturn get her down. With
cutbacks and layoffs a daily recessional hymn, she continues
to build her business.
Anthony started baking pita chips in 2004, packing them in
Ziplock bags for distribution in a few local stores.
Today, Aleece's Pita Chips, packaged in a white bag stamped
with a bright red Aleece's (her name in Lebanese), are
distributed in more than 100 locations, soon to include 16
area Kroger stores.
"Everyone's downsizing and we're moving on and growing. I
feel very fortunate," said the 65-year-old East Peorian.
"I'm not intimidated about a down economy. Where there's a
will, there's a way."
Establishing a healthy snack business was never part of the
plan for Anthony, who helped her husband run Anthony's Tap,
a small bar that served food across from Caterpillar Inc. in
East Peoria. But Caterpillar closed the factory across the
street from the tavern and, in 1988, her husband died.
"When my husband died, I had six children - four in college.
It wasn't easy. My father helped me with the bar and I got
into planning weddings and catering," she said.
One of the menu items that drew attention from catering
customers was a traditional Lebanese snack: Pita chips -
thinly cut slices of pita bread that Anthony baked with a
special blend of herbs and seasonings. Containing no
saturated fat or cholesterol, the snack might catch on in
today's health-conscious market, she decided.
Producing, packaging and marketing a snack food in a world
dominated by multinational corporations might intimidate
some people, but not Anthony.
"I like to be busy," she said. "I wasn't going just to sit
home and say I couldn't do this. Of course, I couldn't do it
alone," she said, acknowledging the contributions of her
close-knit family.
"My right-hand man, my 88-year-old father, Assaf Trad, is
always helping me. Every morning I pick him up and off we
go. If we are not making pita chips, we pack them or deliver
them to stores," said Anthony, who credits local stores like
Lindy's in Washington as well as Alwan and Sonsand Cedars
Bakery in Peoria, for helping her get started.
"(Local grocery stores) knew I had a good product. They
helped me get it off the ground by putting it on their store
shelves," she said.
Once she got her foot in the door, Anthony said she learned
along the way. "I found out packaging is very important. You
can have the best product in the world, but if people don't
pick it up, it doesn't matter," she said.
Anthony also noticed something else: "There's a lot of
competition out there," she said.
But that only added to the challenge, said Anthony. "We
traveled a long, rough road but it has taken us many
places," she said.
Anthony now makes six flavors of pita chips: white, wheat,
sugar-and-spice, hot-and-spicy, hearty herb and a variety
pack. The chips can be found in supermarkets, specialty
stores and gift shops across the state as well as in
Peoria-area restaurants and hotels.
With her business now producing as many as 6,000 packages of
chips a week from the Anthony's Tap location - most
distributed in Illinois but some in Iowa and Missouri -
she's looking to establish a factory.
"We're going to have to expand production. Eventually we'll
have to make a change. I hope to stay in East Peoria," she
said.
Anthony still has new worlds to conquer when it comes to
pita chips. "I'm hoping to get into the schools. It would be
a healthy snack for the young," she said.
Anthony also hopes her business success might inspire
others.
"I would like to pass a message to women who think their
world is over. I would suggest taking a good look at
yourself. Start a list of things you could do and what you
enjoy doing. Don't try to reinvent the wheel," she said.
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