Today we’d like to introduce you to Jeff Cerise.
Hi Jeff, thanks for joining us today. We’d love for you to start by introducing yourself.
Hi, my name is Jeff Cerise and I’m one of the founders of Hobby Farmer Canning Co. I make a heritage beverage called Switchel. It’s a pre-biotic beverage made from Organic Ginger juice, Apple Cider Vinegar and Honey that I spice with either Turmeric, Cinnamon, or Cayenne. It’s a functional beverage that’s been used since the 17th century by hard working farmers for electrolytes, energy, and relief from pain and inflammation. It’s also gluten free, and alcohol free. I’ve been brewing it since the mid 1970’s and introduced it commercially late in 2018 when we opened up our flagship store in the Keg & Case Marketplace. Since then, we’ve sold over 250,000 bottles and cans of our delicious and refreshing Switchel.
It’s definitely a “family” business. Although I have a co-packer for our carbonated Switchel, my wife Gio brews and hand packs all of our 750ml bottles of non-carbonated Switchel. She also helps with some of our new product development which includes our new Campfire Cocoa, and our soon to hit the market THC / CBD single serve Campfire Cocoa. THC Switchel beverages and gummies are also in the works.
Our boys Franco (28) and Dominic (26) are brand ambassadors who also work for us seasonally in our store, and doing festivals and events in the summer months.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
In 2019 we entered the Scott Co. Fast Track Business Challenge here locally and won that “Shark Tank” like event which gave us a nice cash prize as well as an advisory board for a year to coach us through the next steps of our growth. In 2020 our Non-Carbonated Turmeric Switchel was named a finalist in the “Good Food Awards” in San Francisco, and we won our first GFA that year for our pickled Zesty Beets. In 2021 our newest product; Hard Switchel won a Good Food Award, and our Turmeric Switchel Fizz was again named a finalist. By all accounts, we were really on a roll before the pandemic changed all of that.
Shortly after returning from San Francisco, COVID hit and shut down the Keg & Case for months and months over the next 2 years. The Marketplace was built as a small business incubator so unfortunately a lot of the merchants didn’t have deep enough pockets to survive and pulled out…We didn’t have the funds to continue the status quo either and took the shutdown as an opportunity to build up outside accounts and develop some e-commerce through our newly designed website.
By the end of 2020, we had over 65 new outside accounts across the state, and got licensed as a distributor and started moving our products that way while our store remained closed. We also found a distributor in Duluth to help us with that emerging market. You can now find our Switchel in all 3 Lakewinds Co-ops, Longfellow Mkt. and Bluff Country Co-op in Winona. We’re also found at Rose & Loon in Rosedale Center, MN Makers, and Tobies in Hinckley. Hard Switchel can be found in Liquor Stores like 1st Grand Ave Liquors, Surdyk’s, France 44, and Ombibulous liquors to bars and restaurants like Bear Cave Brewing in Hopkins, Tattersall in River Falls, Rosewild at the Jasper Hotel in Fargo, W.A. Frost & Co. in St. Paul, and the James Beard Award Winning “Owamni” by the Sioux Chef in Minneapolis, which currently has 4 of our Switchels on their menu.
This past year, we moved the production of our Switchel Fizz to New Richmond, WI and our new 12 oz sleek cans hit the market this past Labor Day. We have really started to embrace Dry January, the sober curious movement, and the increased interest from bars, and taprooms looking for interesting non-alcoholic, and functional beverages. Our Switchel is versatile and offers sophisticated taste with easy-to-make Mocktail recipes. For drinkers, that same recipe can easily become a craft cocktail by adding your favorite spirit…
I wouldn’t say it’s been a smooth road, but we’ve tried to make it fun along the way and embrace the challenges. If you’re not having some fun with the journey, this type of venture isn’t for you.
Although we did have some wonderful Angel investors to help us launch, we have been bootstrapping the entire venture without the aid of major investors since the start…It’s hard work, but we love what we do and people seem to really enjoy our products. To tackle our next phase of growth, we are now looking for investors who might be interested in a piece of the company.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Apart from my side gig as a beverage maker, my main line of work for the past 35 years has been in the Advertising industry. I have a small creative agency called Secret Agent Man Inc. and I’ve been representing a variety of commercial photographers, directors, post-production houses since 1989. My current roster includes Alexander Zoltai, an Emmy and Espy award-winning photographer/director.
Apart from Gio’s side gig working for Hobby Farmer, she’s a certified Reiki Master, aromatherapist, and intuitive healer with an office in Minneapolis at “The Well Healing Center”. She’s also a member of the White Earth Band of Ojibwe, is a water protector, and volunteer for many Native American water walks, and events.
Alright so before we go can you talk to us a bit about how people can work with you, collaborate with you or support you?
To try our Hobby Farmer products, check out our store at the Keg & Case Marketplace in St. Paul, or find our retail partners or shop our online store at www.HobbyFarmerFoods.com Potential investors can reach me directly at [email protected].
If anyone is in need of fresh advertising content (both still or motion content) feel free to contact me through my website at www.SecretAgentManInc.com. or directly at [email protected].
Gio’s Reiki practice “Giiwe~ode’ / Return to the Heart, is looking for new clients and she can be reached at [email protected]. Follow on Instagram @ Giiweode.returntotheheart
Contact Info:
- Website: www.HobbyFarmerFoods.com / www.SecretAgentManInc.com
- Instagram: @hobbyfarmercanning_co / @secretagentman_inc / @js_cerise
- Facebook: https://www.facebook.com/hobbyfarmercanningcompany/, https://www.facebook.com/secretagentmaninc/
Image Credits
David Biljan @dpbiljan, Dominic Cerise @domcerise, and Jeff Cerise @js_cerise
