Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Dan Balluff, founder of City Peanut Shop, located in Boise, Idaho.
What's your business, and who are your customers?
City Peanut creates uniquely flavored and delicious fresh-roasted peanuts, tree nuts, nut mixes, brittles, and popcorns. We work closely with local craft beverage makers to create and pair our snacks with local wines/beers and ciders. In addition, we sell drink ware and other fun gear that reflects the culture and values of Boise and Idaho.
Our customers are foodies who love hand-crafted, healthy treats and supporting local businesses. We also cater to business travelers, tourists and companies who want to share authentic Idaho treats with their loved ones or employees.
You will also find our products on the menus of many restaurants as an ingredient, in breweries, cideries, wineries and at Whole Foods Market, Albertsons Market Place and small businesses around the Treasure Valley. A big part of our business is B2B fulfilling the needs of large and small businesses who want to give thanks to their employees or clients. We do custom tins and packaging across the country and have collaborated with the C.C. Filson Company, LA Beer Hop, The Yellowstone Club and BeSpokePost.com.
Tell us about yourself
I have always been lucky enough to do work that I loved, that has given me opportunities to travel internationally. Somewhere along the line, I became interested in challenging myself to start a small business. The thought was just a tiny ember in my mind for a long time prior to taking an early retirement and starting City Peanut.
Initially, I wanted to do something related to craft brewing or manufacturing. Then I remembered the many years that my father would visit Boise and would always tell me, I should just quit corporate life and start a peanut shop. This was a running joke in my family, that I'd give up my job and do this because we always went to the Peanut Shop in Michigan as we grew-up. That turned the ember into a spark. I studied trends and took the leap. My father would say, "Everyone is always happy when they go into a peanut shop. It'll be fun." Well, he was certainly right.
What motivates me is creating products that make people happy, takes them back to childhood or builds new sensory memories. I love being a destination that is unique enough to pull people in from across the world and gives me an opportunity to collaborate with other small business, build relationships and make Boise a better place.
What's your biggest accomplishment as a business owner?
My primary goal when starting the company was to become an iconic part of our community. However, I feel that my biggest accomplishment thus far has been to help nurture and grow the local small business communities downtown and around the Valley. Helping to create a culture of collaboration, cross-promotion, support and trust in Idaho's small business community is the crux of the biscuit for me.
What's one of the hardest things that come with being a business owner?
The lack of separation between work and personal life. In a small business there are few boundaries and it makes it difficult to let go of work while on vacation or even just trying to sleep. If you close your eyes, you can find something to worry about, real or imagined.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
1. Make sure you have enough capital to sustain the hard years and be willing to pivot when things like COVID happen.
2. Design matters when it comes to branding. Make sure you are creating branding that is timeless and not trendy. I have seen some unfortunate branding choices that limit the appeal of really good products.
3. Always be ethical, pay your taxes and other bills, be authentic and always create a good product, whatever it is. Your reputation is everything.
Anything else you'd like to share?
Boise is one of the best cities in the world because so many people work hard to make it that way. Good cities don't just happen, they are created and sustained by committed city officials, volunteers, non-profits, businesses and citizens. The people of Boise and Idaho understand the incredibly important role that small business plays in creating and sustaining the identity of their communities. This support is so important in keeping us from becoming just another bland place without its own identity.
People in Boise are extremely proud of their downtown and give it a lot of love. I cannot say thank you enough to family, friends, employees, customers and other small biz owners who have made City Peanut successful. I will always be grateful for the love shown to me and my employees.
Where can people find you and your business?
https://www.instagram.com/citypeanutshop/
https://www.facebook.com/CityPeanutShop/
If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.
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