1 111

Gi vi nG i t the
Former Manistee resident creates company to
market gourmet oils for dipping bread
Courtesy photo
The personal touch is put into each bottle of dipping oil as Jonas measures out
all the ingredients by hand.
By KEN GRABOWSKI
AssociAte editor
Susan Jonas is a businesswoman who
believes the personal touch is something
that still makes a difference.
A little more than a decade ago, Jonas
started the Little Dipper Company that
features gourmet oils used for dipping
bread and drizzling over pasta. It was an
endeavor that was sparked in the most
unique way, and one that has grown to
include her product being sold in 125
stores in Illinois, Indiana, Michigan, Ohio,
Texas, Kentucky, Oklahoma and Iowa.
Jonas graduated from Manistee
High School and is the daughter of local
residents Bart and Connie Erickson. She
learned early the importance of having
a personal touch when it came to the
business world as a teenager by working
in Ericksons Pharmacy that was owned by
her father.
I came from a retail background with
my Dad at the pharmacy for many years,
said Jonas. I then went to and graduated
from Hillsdale College with a business
degree.
Following college, Jonas worked in the
retail world for years including being an
assistant buyer for The Limited. Along the
way, she married her husband, Michael,
and the couple had two sons, Collin and
Brendan. It also meant she made the deci-
sion to go from being in the grind of the
business world to taking on the important
role of a stay-at-home mother.
Back in 2000, both of my kids were in
school and my husband asked me one day
when are you going back to work? said
Jonas. I said that I didnt want to get back
into the rat race of retail. When I was an
assistant buyer for The Limited, it meant
travel and being away from my family.
A new idea
During the 2000 Christmas season,
something happened that really changed
everything and provided the spark for the
Little Dipper Company. Jonas decided she
wanted to do something special in terms
of a gift idea for neighbors and teachers at
the school her sons attended.
We had always made this Spicy Italian
dipping oil here at home and I thought it
would be kind of neat to give it as a gift,
said Jonas. I did my own labels up on the
computer, and purchased some bottles
from a local store to make it. When I gave
it to the neighbors to try they said this is
great and you should package and sell it. I
thought about it, but I just didnt know if I
should do it.
It was then when an unfortunate expe-
rience hit the family, like many others
have faced in the past few years, with the
economic downswing.
My husband was in the computer
software industry and they pulled out of
Cincinnati, so I thought maybe this is a
sign that I should do something, said
Jonas. So, I researched high and low
and worked with the Ohio Department of
Agriculture to make sure all that we were
doing was legitimate. I also had the prod-
uct tested at Ohio State University.
Her husband took the oil out to market
it, and landed four accounts in the first
day. Jonas said that provided incentive,
but there was one thing the retailers were
looking for that she couldnt offer at that
time.
They liked it a lot, but they said it had
one problem in that they wanted more
than the one flavor of Spicy Italian, said
Jonas. I started creating other flavors,
and they are all unique to the Little Dipper
Company.
My husband and I had gone to
California and did a Napa Valley Wine
See SUSAN JONAS page 2
i started creating other fla-
vors, and they are all unique
to the Little Dipper Company.
SuSAN JONAS,
OWNER, LITTLE DIPPER COMPANY
1
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Tour before we started
this, and all the restaurants
you dont get you bread
with butter, they give it to
you with dipping oil. My
Mom and I kind of played
around with our own rec-
ipe, and that was how the
Spicy Italian thing came
about.
Since they did it once
in creating the first oil, she
thought why not a second
time. She went back to the
drawing board after getting
the feedback from retail-
ers and soon they emerged
with red chili pepper, garlic
herb with sun dried toma-
to, parmesan and their lat-
est addition, pesto. Jonas
lets out a laugh that comes
right from the heart when
she talks about how they
had their own little testing
ground to try out the new
dipping oils.
I just played around
with the others until we
had it right, said Jonas. I
love garlic and sun dried
tomatoes and I did about
six different versions of it
and we would have friends
and neighbors over and ask
what they liked or disliked
about it. We would ask
things like is this one too
much garlic?
It is just trial and error
with a lot of flavors I grew
up with or liked, and that is
how we developed it.
Challenging
Jonas said the pesto
recipe was the most chal-
lenging to perfect. She said
it took about two years
to develop it to the level
where she was totally satis-
fied with it, but once again
it was the personal touch
at work. Being a one-per-
son company meant creat-
ing, packaging, shipping
and often marketing the
product.
However, with success
comes additional chal-
lenges and Jonas said they
began to get feedback from
others when they took the
product out to shows in
the area.
People said you need
to make bread with this,
and at first I said I cant
make bread as well, said
Jonas. After thinking
about it, I thought lets
develop a line of artisian
bread mixes that are really
easy and convenient to
make. So, I did that, and
was kind of on the same
line as the oil where you
develop a new product
every year or two. Now we
are up to five bread mixes.
They presently offer
country herb, five seed,
focaccia, French and olive
rosemary bread mixes.
What Jonas didnt expect
was the popularity moving
their business into another
direction.
We kept telling people
in different shows that
this is not just good to dip
your bread in, but it is also
really good to put on pasta.
So, people said you should
make your own pasta,
said Jonas. I worked with
a company, and we devel-
oped a pasta. So, that is
kind of where the business
has taken us it continues to
grow.
They presently offer six
pastas that include capelli
d angelo, Italian spice lin-
guini, roasted red bell pep-
per fettuccini, spinach basil
garlic fettucinni, tomato
basil garlic fettuccini and
wild mushroom linguini.
Jonas said other areas
of expansion have taken
place in how they market
their products, which are
available to view online at
info@LittleDippercompany.
com. She said they have
four or five independent
sales representatives who
sell her products to stores
around the Midwest.
It still amazes her how
the business has grown
from that humble begin-
ning to what it is today.
However, something that
has remained constant
throughout time is the
personal touch that still
exists..
It started in my kitchen
and it was one of those
things were I would be
making oil all day long
while the kids were at
school, said Jonas. We
had to keep moving it out
of the kitchen, so we put a
commercial kitchen down
in the basement. That
worked for a while, but I
got tired of going up and
down the stairs.
Growing larger
The next logical step
was to find a location out-
side of their home to locate
the business. It included
office space and commer-
cial kitchen where Jonas
still includes her personal
touch by creating the
dipping oil by herself and
packaging the bread mixes
herself.
I still do it and people
dont believe me some-
times, said Jonas. My
family has been real sup-
portive and they have been
very helpful. I learned to
get it down to a science,
and it is just like a produc-
tion line type of thing. Both
of my boys have been very
helpful with the pasta and
bread mix things, so it is
kind of like a family ven-
ture.
It is one of those things
you have to concentrate on
to make sure you get all the
correct amounts of ingredi-
ents, and if I really push it
I can produce 300 bottles
a day. I put the labels and
safety seals on myself. I
like to make the oil and tip
them for 24 hours to make
sure their is no leakage
going on. If I have an aver-
age day, I probably make
about 150 bottles.
However, it is a great
deal of work and as the
business continues to grow,
SUSAN JONAS: From Page 1
See GROWING page 3
2
2 WEST SHORE SHOPPERS GUIDE Sunday, February 12, 2012
2
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Jonas has looked into the
possibility of expansion.
We have worked with
this bottler and they are
ready to go when we do get
that big order, said Jonas.
That is what I would like
to eventually do -- turn
it over to a big bottler, so
I can start doing bigger
shows. That is my goal,
and we are getting closer.
Looking back on the
past decade, Jonas said
she doubts it would have
happened if her husbands
company hadnt pulled out
of the Cincinnati area.
I dont think I would
have been pushed to do
it and would probably be
doing retail somewhere,
said Jonas. I still believe
there is a reason for every-
thing and that kind of
pushed me to do it. When
he came back that first
day, and the only problem
was we needed more fla-
vors, I said well, ok, that is
a good problem and we can
do it.
Jonas admits that it is a
labor to produce this much
product, but it also is a
labor of love.
My Mom asked me
recently how long are
going to do this? said
Jonas. I said until I
dont have fun and after
10 years of doing it, I still
have fun and still love it. If
you do something you love,
then it isnt work.
That is the personal
touch that existed on day
one at the Little Dipper
Company and still is the
driving force behind this
successful little company
to this day.
growing: From Page 2
3
Sunday, February 12, 2012 WEST SHORE SHOPPERS GUIDE 3
3
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moderate-intensity exercise for at least 30
minutes most days.
nDont Smoke. Smoking injures
blood vessels and speeds up the harden-
ing of the arteries. Secondhand smoke
also increases risk.
nTreat High Cholesterol. If you
have high cholesterol, your doctor may
prescribe medications such as statin
drugs, bile acid sequestrants, fibrates and
B vitamins.
As an alternative to prescription
medications, a pure and highly absorb-
able form of Pantethine (an active form
of vitamin B5) has been found to be very
effective in lowering cholesterol. A triple-
blind, placebo-controlled, randomized
study showed that Pantesin, a nutritional
supplement containing Pantethine, signif-
icantly increased HDL (good) cholesterol
levels while lowering LDL (bad) choles-
terol levels and helped to maintain both
levels in a normal range even for people
not on any other medication. Other stud-
ies have shown that each 1mg/dL reduc-
tion in LDL cholesterol lowers cardiovas-
cular disease risk by 1 percent. Whats
more, the supplement had no significant
adverse events compared to placebo and,
unlike statins, doesnt lower CoQ10 levels.
Pantesin works at the cellular level
and helps maintain balanced cholesterol
levels, explained John Rumberger, Ph.D.,
M.D., FACC. Hes professor of medi-
cine and consultant in the Department
of Cardiovascular Diseases at the Mayo
Clinic, a founding member of the
International Society of Atherosclerosis
Imaging and a leading authority on car-
diac and vascular imaging. In addition,
Pantesin helps maintain healthy blood
lipid levels that are already within the
normal range.
B smart about
lowering cholesterol
6
6 WEST SHORE SHOPPERS GUIDE Sunday, February 12, 2012
6
Lives made better
ONE ATKINSON DRIVE LUDINGTON, MI
For more information,
call 231-845-2348 or visit
www.mmcwm.com
At Memorial Medical Center, our General Surgery team
is ranked for medical excellence in the top 5% of hospitals
nationwide. And since were conveniently located in
Ludington, you dont have to travel out of town to get
high quality surgical care.

Memorial Medical Centers physicians perform more
than 7,000 operating room procedures each year.
In addition to general surgery procedures such as gall bladder
removal, hernia repair, appendectomy, colonoscopy
procedures and more, our surgical services encompass:
Ear/Nose/Throat
Cosmetic
Gynecologic
Ophthalmic
Orthopedic
Urologic
Vascular
Experience Matters.
Local care. National recognition.
General Surgery
RANKED
TOP 5%
NATIONALLY
COLD?
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3.69
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5
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3.49
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1
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