We’re excited to introduce you to the always interesting and insightful Alisha Davidson and Elizabeth Bruinsma. We hope you’ll enjoy our conversation with Alisha and Elizabeth below.

Hi Alisha and Elizabeth, thanks for joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

It all started with a spark, a simple idea to create a chili crisp that was as clean and wholesome as it was delicious. Elizabeth, with her culinary expertise, dove headfirst into recipe development. We spent countless hours experimenting with different ingredients, tweaking proportions, and tasting, tasting, tasting. One of the hardest parts was finding an oil that met our ‘clean and wholesome’ criteria but was still affordable and available in the quantities we needed.

But our journey was far from over. The next challenge was finding the perfect packaging. Jars, lids, labels – it was a world of options we hadn’t anticipated. We quickly learned the value of seeking expert advice. A simple phone call to a manufacturer or distributor proved invaluable, guiding us toward the ideal packaging solution.

To bring our vision to life, we sought out a production space. The downtown market incubator kitchen offered the ideal environment to start our culinary adventure. The support of the MSU Product Center program was also invaluable; their mentors helped us navigate the complex world of business plans, labeling regulations, and the myriad of other bureaucratic hurdles.

Eight months later, our dream became a reality. From a simple idea to a tangible product, our journey was filled with challenges and triumphs. But it was the passion, perseverance, and help from others in the business that brought our chili crisp to life.

Alisha, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

We’re a pair of wanderlusters who found our way back to the Great Lakes. I, a Midwest native, boomeranged back after college and grad school adventures. Elizabeth, a Vancouver transplant, discovered her forever home in Grand Rapids. Our bond? Bike rides, craft beers, and all things delicious.

In 2023, while visiting Australia (my husband’s family roots), chili crisp ignited a shared obsession. We craved a US version that married clean ingredients, mild-yet-flavorful appeal for all palates, and everyday versatility (think pasta, chicken, veggies!). Over lunch at Rockford Brewery, a lightbulb moment struck: why not create it ourselves?

Thus began our leap into the unknown – the world of packaged food production. Our backgrounds (Elizabeth with 23 years in finance, me with 15+ in environmental science) were far removed from culinary scenes. Learning curves were steep, but passion for the product and support from the small food business community fueled us.

Months of kitchen testing birthed Ruby Crunch. The name captures its essence: “Ruby” for the vibrant red spice-infused oil, “Crunch” for the delightful textural contrast of toasted sesame seeds and crispy garlic. Launched in May of this year, As a small batch chili crisp made with olive instead of canola oil, Ruby Crunch has gained traction at regional farmers markets, online sales (www.5lakesflavor.com), stores across Michigan and Chicago, and even in restaurants (we offer a food industry size).

Through it all, our friendship has been the cornerstone. We find unwavering support and navigate both professional and personal challenges as a team.

Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.

We take pride in crafting Ruby Crunch ourselves. When we started, we didn’t realize the option of using a co-packer. And honestly, finding one that could maintain our high standards might be a challenge in the future.

Our commitment to quality means we use fresh garlic, minced on the day of production, and crisp it ourselves. This unique process eliminates the need for additives or preservatives, resulting in a truly exceptional product.

While it’s a labor-intensive process, it’s worth every bit of effort. From washing and filling jars to handling the oil, it’s physically demanding work. Each batch is over 800 jars and tightening 800 lids in the span of four hours is not easy. But the reward of creating a delicious, all-natural product makes it all worthwhile.

Any fun sales or marketing stories?

One of our favorite sales stories happened to Elizabeth. She tirelessly visited countless stores, always maintaining a positive and professional attitude, even when faced with rejection. One seemingly ordinary day, a kind store owner connected her with a distributor who was the perfect fit. This experience taught us a valuable lesson: every interaction, no matter how small, can lead to unexpected opportunities. So, we encourage you to seize every chance, as time and energy permit, because you never know what might be around the corner.

Contact Info:

• Website: https://www.5lakesflavor.com
• Instagram: https://www.instagram.com/morerubycrunch/
• Facebook: https://www.facebook.com/rubycrunchmi/