Finding a niche (11/26/2008)

GENEVA - The Bickel family makes a living on crimson reds, blue diamonds, purple gems and baby whites.

No, this is not a jewelry store.

These are just some of a variety of unique popcorns that the family sells online from its building in Geneva.

From a small, pole-barn-looking building along the west side of the highway, Wayne and Phyllis Bickel and their daughter, Lisa Hammell, collect orders, contact the Amish who make the projects, label the products and ship the goods all over the country. The family has been operating AmishMart.com for about 10 years.

Popcorn isn't the only thing for sale on the family's web site. The Bickels also sell a variety of unique jams and jellies, fruit butters, mixes, syrups, noodles and books. Nearly all of the items are homemade by Amish in Adams and surrounding counties.

As if selling homemade goodies isn't enough, the family also sells archery supplies and brokers machine parts.

The Bickels purchased the building in 1977 and founded CDM, which stands for Classic Diversified Manufacturing. "We were a machine shop," Wayne said. The company manufactured lathes and small parts. Wayne had learned the skill while working for CTS, Berne.

In about 1997, the economy was booming and the business had trouble keeping and finding employees. The family decided to close the business and auction off all of the machines and the building. But for some reason, no one purchased the building during the auction.

"We kind of talked it over and said it looked like the good Lord had something else in mind for us," Wayne said.

The next day, the family got its answer. After calling several customers to tell them that the company would no longer be in business, several customers suggested that the Bickels just work as brokers for parts. In other words, the family would work with other manufacturers to design and build the parts.

The Bickels decided to keep the building and work as part brokers.

As part of CDM, the family also manufactured archery products, such as variable weight points and stabilizers. The company furnished these items to the U.S. Olympic Team twice, Wayne said. Since the family sold the machines used to make the archery products, another manufacturer makes the parts.

The variable weight points were co-designed by Wayne and the late Rick White, father of U.S. Olympian Stephanie Arnold.

"We eventually received a patent and sold a lot," Wayne said. "It was the first ever on the market," he said. Wayne and Lisa used to shoot arrows together, and even won some trophies.

With the online archery business and part brokerage business under their belts, the family still felt they needed more.

They started AmishMart.com "To fill in for when the (other business) was slow," Phyllis said.

The food business started by contacting some Amish in Grabill and other communities to make the goods. The family began selling decorative milk cans, napkin rings and popcorn.

The family first considered having a retail shop for the business, but "Selling it here would have meant remodeling and needing more employees," Wayne said. The building originally was a car wash.

"Also, we figured with the Internet, you'd get more exposure," Phyllis said.

Now, visitors to the area and local residents can buy products at the facility in Geneva, but the family mostly sells items online. Some who attend the Tri-State Gas Engine and Tractor Show in Portland come up to the business and buy popcorn each year.

"We have walk-in customers from time to time," Wayne said. He added that a family from Fort Wayne comes once a year and buys a 50-pound bag of popcorn.

"Actually, we sell quite a bit of 50-pound bags," Phyllis said.

Lisa said some of the first items for sale were nice, but some didn't sell very well.

The family recently added beef jerky, several soup mixes and Amish cookbooks to its list of items for sale. Soup and cookbook sales are growing steadily, Wayne said.

"We're continuously looking for ways to expand the business and add more products," he said. The family is considering using its products for fundraisers for schools and organizations.

AmishMart.com has proven to be a success for the family. Sales this year are up 15 percent from last year, and grew 30 percent last year.

While AmishMart is constantly expanding, the other two businesses are slowing down. The brokerage business is for sale.

Wayne, 66, said he and Phyllis, 64, hope to sell the brokerage business so they can eventually retire.

"I'd like to slow down a little bit - have more free time," he said. The couple hopes to spend more time with their two granddaughters and travel.

In regards to the archery business, "That's pretty well non-existent," he said. "It's a small market. We're kind of letting it go."

After retirement, Wayne and Phyllis surely will miss the work environment.

"Actually, it's been very nice," Lisa said. "It's nice because we kind of cover for each other." She is a co-owner of the business.

Wayne said he likes the fact that he doesn't have to punch a time clock.

"Your schedule is pretty flexible," Phyllis said.[[In-content Ad]]