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True StoriesAnne Kleine:
Hospice Nurse
 After almost 30 years as a nurse and the last several
with Hospice, Anne Kleine, 52, needed a break from care giving and an entirely new career.
In 1995, following a suggestion from a local friend, she opened a hot dog
concession in Western Montana's Bitterroot Valley, where she had moved from Fort Collins,
Colorado in 1991. As a topping for the variety of hot dogs and sausages, she offered an
old family recipe -- a "sweet sauerkraut" containing onions, red bell peppers,
spices, sugar and sauerkraut. Soon her customers began clamoring for her unique relish by
the jar.
In 1998, Anne Kleine decided to take their enthusiasm seriously. Her first step was to attend a workshop at the University of Nebraska's Food Entrepreneur Assistance Program. But when she contacted a trademark attorney, she discovered that registering her trademark would cost thousands of dollars in legal fees. With a very small budget, Anne knew she would have to seek help elsewhere. She discovered the SCORE Web site on the Internet and emailed Colorado SCORE counselor Erv Simon. She communicated with Simon through much of the year. While conducting market research and developing contacts with local stores, businesses and a potential production company, Simon gave her advice and encouragement via email. Simon also put Anne in touch with two other SCORE counselors with expertise in food distribution, and patenting and trademarks. Together with Judith Geffen, a former food production executive from Woody, California, and Dennis Hasse, a former trademark and patent attorney from North Little Rock, Arkansas, Simon formed a support team to get Anne's business up and running. Drawing on her expertise in packaging, production and negotiating with co-packers and distributors, Geffen recommended starting out locally, to conserve energy and resources. "Dip your toe in the water a little at a time," she cautioned, "Only experience and a track record of strong repeat sales pays off in this business." Dennis Haase helped with a trademark name-search and the registration of her product. Mrs. Kleine's Krelish was born. "Dennis's willingness to guide me through the maze of the trademark application process has saved me an enormous amount of time and start-up capital, not to mention his continued moral support via emails," said Anne. With the support of her team, she negotiated with a producer in Portland, Oregon, setting up an ambitious production and roll-out schedule. After the first production run was completed in June of 1998, Mrs. Kleine's focused on marketing. By promoting her product at local events and offering free samples, Anne got a lot of publicity, including television coverage. Soon, Mrs. Kleine's Krelish began to appear in regional supermarkets, food stores, and restaurants. By the end of September, 1998, about half of the original production had been sold and she was preparing for a second production batch. What had started out as a side dish, made in 12 lb. batches for a hot dog cart business, is now made for Mrs. Kleine's Krelish in ton batches by Steinfeld's Products, Portland, OR. The condiment is available at specialty grocery stores throughout the Pacific Northwest, San Francisco Bay Area and is coming into Ohio and the Pittsburgh, Pennsylvania areas. In April this year, Anne and her husband and
partner, Larry, undertook a whirlwind demonstration tour in Seattle, Portland and San
Francisco. "Exciting things are happening," she reported. Some major grocery
chains in the Pacific Northwest are now stocking Mrs. Kleine's Krelish which will augment
an already growing placement and distribution program. "We are focusing on
retail and no longer the foodservice segment." Anne stays in touch with her SCORE counselors, "promoting them every chance I get." The feeling is mutual; Mrs. Kleine's Ltd, Co. was featured prominently in SCORE's 1999 annual report. Success is helping Anne Kleine keep a promise she made when she launched her business, to help Hospice organizations. "Our company pledges a portion of our profits for Hospice family and care giver support. Some hospices in remote parts of Montana are using Krelish for fund -raising activities," she said. "They were the driving force in getting me started, while SCORE and the University of Nebraska have helped me make it happen." Getting Started Advice from Anne Kleine: "Keep your ears open. Listen to your mentors and advisors and always listen to your heart, not your head." Mrs. Kleine's Ltd Mrs. Kleine’s Krelish is available through www.chefshop.com and Service Corps of Retired Executives (SCORE) Home | True
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