Sweet New Look for Local Hive Honey
By Lorrie Baumann
Sometimes, it’s just true that the more things change, the more they stay the same. Rice’s Honey is proving that old saying even as the company departs from its long-standing brands in the marketplace, L.R. Rice and Rice Family Honey, in favor of a new brand that reflects another aspect of what the company has always stood for, Local Hive. The change was intended to communicate more immediately to shoppers the difference between this product and other honeys on the same grocery store shelf, said Tony Landretti, Rice’s Honey CEO.
“The rebranding effort is to bring forward what we do: local honey. When shoppers are standing at the grocery store shelf, we wanted the first thing people to see is ‘local,’ and then for them to pick up and look at the label to learn more about the product; for example, seeing the floral notes that make up the honey,” he said. “We wanted to create a point of differentiation on shelf.”
Rice’s Honey specializes in raw, unfiltered honey, as it has through four generations since the company was founded in 1924 by L.R. Rice, the great-grandfather of Scott Rice, who today buys all the honey for the company. The company produces 16 honeys that are specific to different areas in the U.S. and another three that emphasize other attributes: Amber, Clover and Wildflower. The 16 local variants reflect the floral sources that are prevalent in each region. Colorado Honey, for instance, has floral notes from alfalfa, clover and wildflowers, while So Cal has notes from citrus, sage and berries as well as alfalfa and clover.
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The honey is sourced from more than 150 local beekeepers across the country through relationships that have often survived from one generation to the next, Landretti says. The honey collected by the beekeepers is tested on-site to validate quality and consistency and then shipped to Greeley, Colorado, where it’s packed and labeled for retail sale as pure, raw, unfiltered honey that retains all of its natural nutrients. “Bees travel. We validate what the beekeepers are saying before we bring it here — with every single load we buy,” Landretti says. “It’s honey from your backyard. Transparency in food is important. People want to know where their food is coming from. It’s local honey that’s from closer to home than a lot of the processed honey sold that you can’t identify where it is from.”
In conjunction with the rebranding, the company also has a new website at www.localhivehoney.com the provides consumers a way to engage with some of the beekeepers who provide the Local Hive honey, tips for starting a backyard beehive and information about the company’s partnership with Butterfly Pavilion’s Pollinator Awareness through Conservation and Education program. A portion of the proceeds from every bottle of Local Hive Honey sold goes to support the PACE program. “We’re trying to bring all this to life through our brand refresh and bringing it to shoppers across the country,” Landretti says.
The site also highlights the company’s heritage and four generations of involvement in beekeeping and honey packing. Landretti himself is the new kid on the block. He joined the company in late 2013 after a career in consumer packaged goods that included various executive positions with Quaker Oats, Campbell Soup and Pinnacle Foods. He’s known the Rice family ever since he met his wife Carol, who grew up across the street from them, so when the family needed some help with the business, they reached out to their old friend to join their hive. “As I continued to get more involved in the business, we started working collectively as a team to drive the business,” Landretti says. “The family is still involved, with Scott Rice doing all the honey buying and Mike Lordemann, Julie Rice’s husband, running the manufacturing facility.”
Willy Wonka Rides Again
By Lorrie Baumann
If you’ve ever wondered who’d be cast to play you if Hollywood ever decided to make a movie about your life, you certainly aren’t alone. Brent Davis doesn’t have to wonder: Hollywood already made “Willy Wonka and the Chocolate Factory,” and in the version of that movie that Davis prefers, Gene Wilder played the wildly whimsical and endlessly inventive master of the chocolate factory.
Davis is the President of Davis Chocolate, a company primarily devoted to making private-label chocolate products for other companies. If you need a gluten-free, Paleo-certified chocolate chip for your specialty trail mix snack or you need a single-origin bar sweetened with coconut sugar and named after your company, he’s the man who can do that for you. “They tell us what they want, and we help them get what they need,” Davis says of his customers. “We specialize in making custom recipes.”
The products made in his factory include truffles, chips, chunks and bars – chips and chunks often for the baking industry and many of the truffles for customers who demand organic certification. “There’s not many organic truffle makers out there,” Davis observes.
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Wine also goes very well with chocolate, and Davis Chocolate is now also making Wave Chocolate Sticks for Wine Pairing. These are artisan chocolate cocktail sticks for pairing with wine and cocktails. They’re certified organic, kosher, and vegan. They’re made from single-origin chocolate from Ecuador, which Davis feels is a chocolate that pair exceptionally well with wine, and include only three ingredients: organic cacao, organic sugar and organic cocoa butter. “What we did was match up the sugar levels so that they match a wider variety of wines,” Davis says. One of the reasons he picked chocolate to eat while drinking wine, he says, is “because it’s fun to drink wine.”
Davis has been thinking about chocolate since he was about six years old, although in those days, he’d often take a pass on a chocolate bar in favor of a plate of macaroni and cheese. The problem with the chocolate bar was that if he bought the bar while he was out and about on his bicycle on a hot summer day, he knew that he’d have to eat all of it right away before it melted. He didn’t want to buy a chocolate bar and eat it all at once – he wanted to be able to save some of it for later. Today, when he has to pinpoint the moment that he started thinking about how to make a different kind of chocolate, that’s the memory that comes to mind, and it explains why he has even invented a liquid chocolate bar. “If I had a liquid candy bar, I would have bought this as a kid because then I could eat it anytime I wanted,” he says.
He’s still doing that kind of thinking, now often starting with the thoughts that his customers bring to him. They might ask for chocolate sweetened with coconut sugar because they’re looking for a low glycemic index – that’s a request that Davis is getting fairly frequently these days. “Most of our private label customers come to us with new ideas. We may not know, but, ‘Let’s see what we can do for you,’ … We need to be very diverse,” he says. “One of our specialties is using peanut butter or chocolate chips with coconut sugar…. Or Paleo – there’s a lot of different requests we have. Plus, it’s fun to create things and to stay busy too, of course.”
Creative Chill from Coolhaus
By Lorrie Baumann
Premium ice cream brand Coolhaus is getting set for summer with the launch of seven new ice cream flavors and three new ice cream sandwich varieties this year at Natural Products Expo West. The new ice cream flavors will be available in pints and include Milkshake & Fries, Street Cart Churro Dough, Midnight Munchies, Farmers Market Strawberry Cheesecake, Buttered French Toast, Chocolate Love and Best of Both Worlds Vanilla.
The three new ice cream sandwich varieties are That Dough Though Ice Cream Sammie, Gimme S’mores Ice Cream Sammie and Birthday Cake Ice Cream Sammie. That Dough Though combines chewy chocolate chip cookies and cookie dough ice cream, Gimme S’mores combines graham chocolate chip cookies and marshmallow graham ice cream, and Birthday Cake offers a sugar cookie with sprinkles and cupcake frosting ice cream.
The flavors as well as their names represent the women-owned company’s philosophy of having fun and being creative while also standing up for the quality of their super-premium ice cream. “We take what we do seriously, but we don’t take ourselves seriously,” says CEO and co-Founder Natasha Case. “We really also like to use design for storytelling and expressing our values. … We’re always, always making sure that our message is being heard by our consumers, that we’re creating this top-notch brand for them.”
Just to give a couple more examples of the kind of creativity sparked by that intention, Coolhaus’ Milkshake & Fries Ice Cream offers salted Tahitian vanilla bean ice cream with shoestring french fries and milk chocolate malt balls, while Midnight Munchies offers chocolate peanut butter ice cream with chocolate-covered pretzels and peanut butter cups. Buttered French Toast Ice Cream, which suggests the possibility of either having dessert for breakfast or having breakfast for dessert, offers a combination of buttered brown sugar ice cream with pecan pralines, cakey toast pieces and a maple swirl.
All this started when Case and co-Founder Freya Estreller met and discovered that they shared interests in both architecture and ice cream. Case’s background is in architecture and design, while Estreller had a background in real estate development. The two of them started baking cookies that they built into ice cream sandwiches that they saw as a kind of edible architecture. “I love that it [ice cream] is a canvas for all these great flavors. It’s the ultimate kind of nostalgic comfort food,” Case says. “It’s good for kids, good for adults, and when you combine it with the cookies, it opens up even more flavor possibilities. The combination of the two always spoke to me.”
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Once they’d come up with some ice cream sandwiches that they named after the architects and architectural movements that inspired them, they began working on how to go commercial with their concept. “We started the business and fell in love and decided that the best way to get the product to market was with a food truck,” Case says.
A food truck in California in 2009 inspired a 2011 food truck in New York City. “We’re an L.A.-born and raised brand. This is definitely home turf, and I love the way that L.A. has become this food destination,” Case says. “New York was an obvious extension because of the connection between the two large cities. We had clients in New York who would book us for L.A. activities.” Then friends who were also former architects reached out and asked the pair to bring their brand to Texas, and in 2012, they opened a food truck in Dallas. They decided that next they’d explore other channels, and now they also operate two scoop shops in California, one in Old Town Pasadena and the other in Culver City, which offers the advantage of being central to southern California’s entertainment industry, Case says. “Culver City we really liked because it’s really central. There’s a rich history of arts and entertainment with studios there,” she says. “We felt it was a neighborhood that was on its way to up and coming. We like to be pioneers and bring the elevated brands to a space and be a leader, and that’s exactly what’s happening in Culver City.” Coolhaus has continued to grow and currently includes a fleet of nine trucks and carts, three scoop shops and the wholesale distribution in more than 6,000 retailers nationwide that’s now the biggest part of the business.
All the way along, it’s been important to the pair to emphasize that their brand is owned by women, and this year at Natural Products Expo West, they were promoting the #iBuyWomenOwned hashtag as a way of bringing awareness to women-owned businesses. That message is catching on among female celebrities, and Case sees it as the foundation of a movement in the making. “We’re definitely making not only our L.A. identity but being a women-owned brand a big part of our messaging,” she says. “It’s just important to lead by example. Women are the majority of the consumers, especially in the ice cream space, and it’s important to lead by example and create the opportunities.”
The new flavors offered in pints are the company’s most recent addition to its line, but Case has even more ambitious plans in the offing. Later this year, the company will offer four holiday flavors in pints: Brown Butter Gingerbread, Spiked Eggnog, Pumpkin Pie Cheesecake and Chocolate Peppermint Animal Cookies. Another seven flavors in pints will be coming out next year, although Case isn’t ready yet to reveal what those will be, and a whole nondairy line will also be coming out 2019, she says.
“It’s exciting that as you grow, you can introduce yourself as being more and more unique instead of diluting yourself,” Case says. “We’re more confident of our identity as we get bigger, so we’re able to be more and more unique, which is really exciting.”
