For Subscribers

For These Artisan Founders, Cute Small-Batch Goods Were Just the Beginning

It's become a cliché -- the adorable little company making its cute, small-batch goods. But for some founders, that was just the starting point.

learn more about Matt McCue

By Matt McCue

Photographs by John Clark
Ben Jacobsen with a single large salt crystal.

Opinions expressed by Entrepreneur contributors are their own.

Morton's sells a perfectly suitable box of kosher salt. It's $2.49 for three pounds. Then along comes Ben Jacobsen from Oregon, whose salt's price is 650 percent higher. But his isn't just any ole salt: It is pulled from a handpicked spot in the Pacific Ocean and run through a complex process of purification. It is not salt to just salt things. His is a highlight -- a "finishing salt," the flaky crystals that chefs sprinkle on food right before serving to give it a pop of flavor.

Jacobsen launched his company in 2011 and called it Jacobsen Salt Co. He knew his price would make some scoff -- but that plenty of others would be willing to be impressed. "The challenge was to keep the product quality at the highest level possible and continuously improve quality over time," he says, "and to convey the story of how our salt is made and why it is so special."

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

The Dark Side of Pay Transparency — And What to Do If You Find Out You're Being Underpaid
Thinking of a Career Change? Here Are 4 Steps You Can Take to Get There.
A Founder Who Bootstrapped Her Jewelry Business With Just $1,000 Now Sees 7-Figure Revenue Because She Knew Something About Her Customers Nobody Else Did
Everything You Need to Know About Franchise Law
Business Plans

5 Things to Know and Do Before Writing Your Business Plan

If you need a business plan, there are certain things you need to know and do before you sit down to create it. In this article, you'll learn five things to complete before writing your plan to ensure you get the best results.

Business Ideas

55 Small Business Ideas To Start Right Now

To start one of these home-based businesses, you don't need a lot of funding -- just energy, passion and the drive to succeed.


Streaming TV Is the Future of Advertising — Without Breaking the Bank

Today's consumers expect personal, impactful ads. There's an advertising method that can get you there for half the price, making it the next frontier in digital advertising.

Growing a Business

Scaling Made Easy: How to Scale Your Business like a Fortune 500 Company

Once you have the night-vision skills of Fortune 500 restaurants, scaling becomes effortless. Here are 3 ways to scale, hidden in plain sight.