A York County pretzel maker is looking to boost sales in both new and existing channels following a fresh infusion of venture capital.
- York-based White Rose Ventures has poured $500,000 into The Pretzel Co., which was founded in 2014 as York City Pretzel Co.
- White Rose previously invested $250,000 in the soft-pretzel maker, which is based in Manchester Township.
- “Our increased investment in The Pretzel Company reflects our confidence in their innovative approach and their commitment to quality,” White Rose managing partner Martin Fedorko said in a statement.
- “What we like about White Rose Ventures is that they are community-minded,” said Philip Given, co-founder of The Pretzel Co. “We’re glad to have a partner that is so York-focused.”
What’s next: Given said a goal this year for the company is to break into wholesale distribution to bars and restaurants, and possibly grocery stores.
- The company has a few wholesale customers, notably Hollywood Casino York in Springettsbury Township, Given said.
- But he would like to see that aspect of the operation grow.
- Bars and restaurants likely would place larger orders than the consumers who purchase from the company’s website or through its other major outlet, TV shopping network QVC, Given said.
- A restaurant might order cases of 48 or 96 pretzels, versus cases of 10 or 18 for consumers, for example.
- But the wholesale channel also would mean selling frozen pretzels, instead of the fresh products ordered by retail customers, Given said. “That is how that space operates.”
- The company also hopes to expand sales on QVC, which generated about $2 million in revenue last year, Given said.
- The company also generates revenue through contract manufacturing for other brands, Given said.
What about process: The company is exploring ways to automate some of the steps in production, such as packaging, Given said.
- However, the company does not plan to change its reliance on hand-twisting its pretzels, he added.
The background: York City Pretzel opened nearly 10 years ago as a retail store in downtown York.
- During the pandemic, the company pivoted to wholesale and internet sales.
- It also began selling through QVC.
- The company employs 17 people and ships pretzels to all 50 states.
