Maker of Organic Gelato Finds a Taste of Success

US Small Business Administration
SBA -New Jersey Newsletter
May 2009

The Scoop on Success

Marcia Blackwell utilized the business counseling programs of the Monmouth/Ocean Small Business Development Center to jumpstart her business, Blackwell’s Organic. Today, her organic gelatos and sorbets can be found in Whole Foods and other specialty gourmet restaurants and shops throughout the state.

Never did successful telecommunications Office Manager, Marcia Blackwell picture herself in the unemployment line. But that is exactly where she found herself when the telecom bubble burst in 2005.

Fortunately for Blackwell, she didn’t spend too much time in that line. While at the unemployment office, she learned she had other options. One of those options was the New Jersey Department of Labor’s Self-Employment Assistance (SEA) and Entrepreneurial Training Program. The program helps qualifiedunemployed individuals who are seriously interested in starting a business in New Jersey.

Excited about starting a new chapter in her life, Blackwell went home and brainstormed with her husband Tom on what type of business she should start. During their discussion, they talked about how their family and friends enjoyed eating Tom’s homemade dairy-free gelato. Being lactose intolerant, Tom had experimented and developed several gelato and sorbetto (sorbet) flavors, over the years.

Immediately, Marcia knew this was the concept that she would build her business around. She then filled out the five-pageapplication to participate in the New Jersey Department of Labor’s SEA Program. After being accepted into the program, Marcia reported to the Monmouth/Ocean Small Business Development Center (SBDC) at Brookdale Community College where she participated in weekly classes on developing her business.

The 11 New Jersey Small Business Development Centers are funded by monies received from the U.S. Small Business Administration (SBA) and the State of New Jersey. The centers provide valuable advice to entrepreneurs like Blackwell.

During her 12 week training sessions, Blackwell learned how to develop a Web site; the differences between an S Corp and LLC; and the type of insurance needed for her industry. She also received assistance with her marketing/sales presentation package and doing a cost-price analysis.

Within a month, she formed her Limited Liability Corporation. Thus Blackwell’s Organic LLC was born. But before she could launch her product, Marcia needed to provide a solid foundation for her business. That included investing in equipment, developing recipes, conducting focus groups, taste tests, as well as packaging and branding. “It took nine months to get Blackwell’s Organic up and running,” said Marcia. “There is a lot of work that goes into getting a product ready for launch. The Rutgers Food Innovation Center was instrumental in helping me with labeling and understanding what was needed to obtain Organic Certification.”

“The quality of the ingredients is the highest priority for Blackwell’s Organic, since the true flavors of the fruit are the essence of the product,” said Marcia. “We are also dedicated to using eco-friendly and fair trade business practices. Our philosophy is to create change through business.” This only reinforced her decision to go the organic route and use coffee that is triple certified (fair trade, shade grown and friendly to migratory birds) by the Smithsonian Institute, and chocolate and sugar which are FairTrade Certified by TransFair USA.

In the early stages, Blackwell’s Organic was made in a commercial kitchen of a friend’s catering business. “My friend allowed me to rent space on a part time basis in order to get Blackwell’s Organic gelato and sorbettos into production.”

“Initially, we had to define our niche market,” said Marcia, “And that really is the gourmet dessert market. Blackwell’s Organic is the Mercedes and Bentley of ice cream.” That must explain why Blackwell’s Organic has doubled its business each year since its inception. Today, Blackwell’s Organic gelato and sorbetto can be found in 30 Whole Foods Market stores in the tri-state area with an additional 36 Whole Foods stores coming online in May 2009. Whole Foods is the world’s largest retailer of natural and organic foods, with stores throughout North America and the United Kingdom. “It was a big break for us,” said Marcia. “The fact that we were able to introduce our gelato and sorbettos to buyers and staff at Whole Foods was huge. Being in their stores really adds credibility to our brand.”

The company has grown to five employees and offers its customers soy gelato in flavors like vanilla, chocolate, coffee, peanut butter, and peanut butter & chocolate. The sorbetto flavors come in lemon, mango, orange, pineapple, strawberry, and raspberry. Blackwell’s Organic Raspberry Sorbetto was awarded the 2008 sofi ™Gold award for Outstanding USDA-Approved Organic Product by the National Association of the Specialty Food Trade (NASFT) at the 36th annual Summer Fancy Food Show in New York City. In addition to Whole Foods, Blackwell’s Organic can be found in independent gourmet markets like the Market Basket in Franklin Lakes, NJ and Delicious Orchards in Colts Neck, NJ to name a few. Marcia is also working diligently at marketing to gourmet restaurants. Marcia has also developed two Web sites www.blackwellsorganic.com, and www.gelatobymail.com as a way to capture online sales and distribute her products to customers throughout the continental United States.

However, with success comes growing pains. Once Whole Foods became a major customer, Marcia could no longer operate out of her friend’s commercial kitchen in New Jersey. That meant finding a facility that could handle the increased production. Fortunately for Marcia she found a family owned facility in the Adirondacks. Once a month, she travels up there to oversee, and participate in, the production of Blackwell’s Organic. “Our longterm goal is to eventually bring the production back to New Jersey, but we need to grow our sales enough to justify the expense of building our own plant, and that could take some time.”

“Marcia Blackwell has a great story to tell,” said SBA’s New Jersey District Director, James A. Kocsi. “Faced with unemployment, she took advantage of the training she received at the SBA’s-sponsored Small Business Development Center Program. The counseling and information from classes she attended at the Monmouth/Ocean Small Business Development Center at Brookdale Community College gave her the guidance and confidence to jump-start her business.”

“This is a program that truly pays dividends when it comes to economic growth and job creation,” added Kocsi. “We value our 30 year partnership with the New Jersey Small Business Development Centers and hope to continue to help entrepreneurs like Marcia Blackwell.”

In addition to the success she is enjoying, Marcia was recognized by the New Jersey Small Business Development Centers last year with a Success Award for the strides she has made in taking Blackwell’s Organic to the next level. “The expertise offered by the NJSBDC is invaluable to a start-up business like ours,” said Marcia. “We would not be where we are today without them.”

As for the future, Marcia continues to look at ways in which she can organically grow her company. In March, Blackwell’s Organic received Star-K Certification. On a personal level, Marcia was named one of NJBIZ’s Best Women in Business for 2009. “Kosher certification is important for our products’ success and we are very excited about adding that to the mix,” said Marcia. “Most importantly though, I want people to try Blackwell’s Organic and to know that healthy food tastes good.”

Well spoken by an entrepreneur who has found a taste of success.

Blackwell's Organic, LLC - Long Branch, NJ
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