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"Our philosophy was to make a convenient mix that is nutritious and tastes good," said Jon, adding that the latter is consumers' top priority. "People will sacrifice nutrition and convenience, overall, in order to keep the taste."
In the meantime, Joel returned home from a mission for the LDS Church and was asked by his older brother - who claims Joel "can sell anything" - to pick up where he'd left off as a kid. They launched a marketing campaign, and Joel started selling bags of their "Kodiak Cakes" to tourist-type boutiques, primarily at ski resorts. They also found a grocery chain in Washington State willing to waive the "slotting fee" often charged new companies wanting to introduce a product. (Dan's Foods in Utah made a similar agreement a couple of years ago, and until recently has been the only major store in Utah carrying the product.)
Fan mail started arriving at their company, Baker Mills - derived by using the surnames of the brothers' maternal great-grandparents - when converts to the whole-grain mix couldn't find it on their supermarket shelves. One of the Clarks' favorites came from Tom Bodett.
"I have two comments on this product; one good, one bad," Bodett wrote. "The good news is that we love them. The bad news is that we cannot buy them here in our little town of Homer, Alaska. Do you have any means in which we might purchase your Kodiak Cakes directly? We would consider buying whatever quantity would justify your time and effort.
"It is a dark winter, indeed, which lies ahead holding only the prospect of gnawing on the lifeless preservative-packed creations that commonly pass for pancakes these days. I'd sooner eat my own foot."
They sent him plenty, Jon said. The same was done for a couple who moved cross-country, from Washington to Rhode Island, and wrote that they couldn't do without several sacks a month. The good news for Utahns, report the Clarks, is that most major grocery chains in the state have started carrying their product. Which means the brothers, who have been doing the flapjack business in addition to their regular medical consulting jobs, are closer to their original goal with the company: To afford a fishing trip to Alaska's Kodiak Island.
"One day that dream will come true," Jon said with a grin. "Fishing. Everything will be good if that happens."
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