WCAX


Burlington Free Press
Williston boy's snack to be on Rachel Ray show

By Lynn Monty • Friday, October 23, 2009

When Alec Distler, 14, of Williston, created “Alec’s Spicy Pretzels” for a school project, he never imagined the snack be featured on a nationally televised program a year later. Monday his popular pretzels will be “Snack of the Day” on the Rachael Ray Show. It airs on WCAX Channel 3 in the Burlington area from 9 to 10 a.m.

“Supposedly Rachael loved them and took several bags home to her husband who loves spicy foods,” Distler’s mother, Lynn, said. “She mentioned Alec’s story during the taping, but her assistant didn’t know how much of it will make it on the show.”

The Distlers sent the show a letter in May. Soon after they were asked to ship 150 bags of the pretzels to the show.

The hard sourdough pretzels baked with herbs and spices, plus a kick of cayenne pepper, are sold in 20 area locations and sell out every week, Lynn Distler said. The family puts in about 25 hours a week preparing 2,000 bags.

The Distler family is expecting Internet orders to skyrocket. Right now they receive about two orders a week. Their Web site, www.alecsspicypretzels.com,  will be featured on the Rachael Ray Web site, www.rachaelray.com, after the show airs Monday.

Alec’s goal is to sell his pretzels at Fenway Park in Boston and though there has been no word from the venue so far, he is working to get his product sold in all 50 states. “So far he has hit 15 states,” his mom said. “Being on the show will certainly help him reach that goal.”

Hometown: Williston student creates pretzel business

By Lynn Monty, Free Press Staff Writer • June 10, 2009

Williston Central School student Alec Distler, 14, chose entrepreneurship as his eighth-grade challenge project. Last summer Distler took his favorite family recipe, and his all time favorite snack, and created the business Alec’s Spicy Pretzels. 

These hard sourdough pretzels sprinkled with herbs and cayenne pepper have been flying off store shelves all over Chittenden County. They are in nine stores countywide. Distler’s new company has made about $9,000 to date. He just launched a new Web site www.alecsspicypretzels.com for people to purchase the snack online.
 
Where did your idea for Alec’s Spicy Pretzels come from?

As part of our social studies class in seventh grade, we were taught how to sell and buy things from each other with fake money. My family used to make the spicy pretzels all of the time at home and so I just started making them more and putting them in little baggies to bring to school to sell. They sold for $300 each (in fake money). By the end of the year I was the richest person in class. It was such a big hit I had to do it for real.

Do you like to cook?

Well, it’s my grandma’s recipe and we have just always made them for holidays and special parties and stuff.


How did you get them into stores?

We had to get health inspected. Then I visited each location and gave them a sample bag and told them my story.


What has been the biggest challenge?

Marketing.


What will you do with the money?

Probably pay for my sisters’ college and my college. I have donated $1,500 to the Burlington Emergency Shelter and $1,000 to the Chittenden County Food Shelf so far.


What are your future plans?

Getting into Fenway and to expand through and outside of Vermont, too.

Williston Observer

Spicy pretzels a hot new treat!

Williston student creates hit snack business

Nov. 26, 2008

By Tim Simard,Observer staff

Simultaneously hot, crunchy and, above all, spicy with the punch of cayenne pepper, Alec’s Spicy Pretzels have quickly become the number one snack at Williston Central School and Champlain Valley Union High School.



Observer photo by Tim Simard
Alec Distler, a Williston Central School eighth grade student and owner of Alec’s Spicy Pretzels, holds up 3- and 9-ounce bags of his popular fiery snack. The pretzels have become a hit at Champlain Valley Union High School and around Williston.
Pretzel brainchild Alec Distler, Williston Central School eighth grader and entrepreneur extraordinaire, has been marketing and selling his popular snack for only a few months, but has already developed a devoted following at both schools.

And he’s big in town, as well. Distler has successfully sold the pretzels to local shops — the stores keep calling for more supplies as they repeatedly sell out. To paraphrase the old Lay’s potato chip adage, you apparently can’t eat just one.

Distler has even become a celebrity of sorts. While on a recent field trip with CVU students, he was quickly recognized as the “pretzel kid.”

“They kept saying, ‘We have a celebrity on the bus!’” Distler said. “One kid even wanted my autograph, which was a little interesting.”

Mike Adams, owner of Eddie’s Energy Bars in Richmond, is Distler’s advisor for the business. He sees a big future for Alec’s Spicy Pretzels.

“He’s got a solid foundation,” Adams said. “America is a snack culture and you can never have too many snack options.”

More than just a passing hobby, Distler means business with his spicy pretzels. So far, he said, he’s made $3,000. He’s quick to point out the money has gone into updating equipment, but he hopes to give himself a nice Christmas bonus next month. And he hopes to have an even bigger bonus if the company is successful enough to pay for his college tuition.

Humble beginnings

The genesis of Alec’s Spicy Pretzels came about last year during Al Fletcher’s social studies class in Full House at Williston Central School. As part of a study in economics, students were awarded Monopoly money for good grades and could cash in at the end of the year for prizes. Distler decided to sell small bags of the pretzels, made with an old family recipe, to classmates for their Monopoly money.

It worked. Distler had the most money in the class — more than $30,000 in Monopoly cash — and “bought” a camera.

It dawned on Distler and his family that there might be some real money in selling the fiery concoction to the public. The Distlers tried it out by setting up a booth at the Williston Farmer’s Market, selling 6- and 12-ounce bags of the pretzels. Again, the snack was a success.

“We actually sold out a couple times, which was pretty awesome,” Distler said.

Building upon the success of the farmer’s market, Distler approached CVU’s Food Service Director Leo LaForce to sell in the school’s cafeteria. The pair agreed to start by selling 50 3-ounce bags. Within days, LaForce called saying he’d sold out and wanted 100 more. After selling out again within a matter of days, LaForce asked for 100 bags twice a week.

“They like spicy here at CVU,” LaForce said. “When we run out, students are always looking for (the pretzels) and asking for them.”

Now, LaForce is getting 300 bags on Mondays and 300 bags on Wednesdays. The bags cost $1.25 for students, LaForce said.

Distler also sells his pretzels to businesses in Williston, including Clark’s Sunoco, Adams Apple Orchard & Farm Market and Natural Provisions. The bags are also on sale at the Shelburne Market and Shelburne Country Store, and at Lantman’s Best Yet in Hinesburg. The pretzels are sold in 3- and 9-ounce bags, with prices varying by location.

Distler’s newest customer is the University of Vermont. He said he just got a call from the college’s bookstore looking for another shipment after selling out in a matter of days.

Pretzel empire

Distler is incorporating his new business as part of his eighth grade challenge at Williston Central School. Along with passing an inspection with the Vermont Department of Health, he’s incorporated the business into an official LLC, built a Web site — www.alecsspicypretzels.com — and is donating 10 percent of his proceeds to the Chittenden Emergency Food Shelf. His hard work, he hopes, will leave him in good standing for his school project.

With his success locally, Distler is looking beyond eighth grade and into bigger markets.

“We’ve had some dreams, you could say,” Distler said.

He’d like to see his pretzels in more local stores, and thinks they would make a great snack for sports venues. Distler also has relatives who want to bring the spicy pretzels to Pennsylvania and New York City. A new packaging label, to be unveiled next month, should help to drive sales, he said.

Distler admits the business has become a full-time job, but credits has parents, Frank and Lynn, and siblings with helping him mix spices and break up pretzels into bite-size bits. But he’s committed to his spicy enterprise.

“They’re my favorite food,” Distler said with a smile.

Spicy Pretzel money donated to charity

Jan. 8, 2009

— Tim Simard, Observer staff

Williston eighth-grade student and snack food entrepreneur Alec Distler donated $500 to the Burlington Emergency Homeless Shelter last month. Distler, who created Alec’s Spicy Pretzels Company last summer, agreed to give 10 percent of his company’s profits to charity.

The Burlington Emergency Shelter is located on North Street and helps Burlington’s homeless community obtain food and shelter during difficult times. Jim Guiel, executive director for the shelter, said Distler’s donation was a generous one.

Alec’s Spicy Pretzel’s have become a snack hit in Williston, at Champlain Valley Union High School and in other surrounding communities. The company is also part of Distler’s eighth-grade challenge at Williston Central School.