MOST DAYS BILL IGNOWSKI SELLS SUITS AT JC PENNY IN GREEN BAY.
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SOT: Bill sells suit coat

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A COUPLE HOURS NORTH IN SISTER BAY JOANNE PENNY BALANCES THE BOOKS AT THE GOOD SAMARITAN SOCIETY-SCANDIA VILLAGE RETIREMENT CENTER.
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SOT: JoAnne uses adding machine

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AT FIRST GLANCE IT MIGHT SEEM LIKE THEY HAVE NOTHING IN COMMON 

BUT LOOK AGAIN.

THEY SHARE A PASSION FOR PRODUCING THE BEST RECIPE THEY’VE EVER TASTED AND BOTTLING IT.  

« Bill Ignowski
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OH MY GOD is that good. »

IGNOWSKI CREATED PAPA BILL’S PASTA SAUCE FROM AN OLD RECIPE FROM SOUTHERN ITALY.  

HE AND HIS WIFE CARLA ALSO MAKE HOT DIGGITY-DOG SAUCE.
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Bill Ignowski
Oconto Falls
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« Bill Ignowski SYNC
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There’s a saying in Italy, southern Italy that, "The tomato is ready when it falls off the vine in your hand." »

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SOT: Bill and Carla cooking

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« Bill Ignowski
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So ingredients are very, very, very important and an important part of the recipe/ »

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SOT: JoAnne dishing up sauce
FLY IN PHOTO FROM THAILAND

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PENNY BROUGHT HOME A LOVE OF SOUTH EAST ASIAN FLAVORS AFTER LIVING IN THAILAND IN THE 70s.  	

NOW ON HER DAYS OFF SHE’S COOKING UP DIPPING SAUCES LIKE CHERRY GINGER AND SPICY SWEET AND SOUR WITH HELP FROM HER HUSBAND, JIM, AND DAUGHTER, JASMINE.
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SOT cooking with husband and daughter

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« JoAnne Penny
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There's 4 flavors of South East Asia that are very, I mean they're in almost everything.  It's your sweet, your sour, your salt and then that little pepper, that chili pepper flavor, that zing. »
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JoAnne Penny
Baileys Harbor
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« JoAnne Penny SYNC
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Everybody who tried it just would call me up after they tasted it and say "It’s so good we ate the whole thing." (laughs) »

MANY PEOPLE DREAM OF TURNING THEIR FAVORITE RECIPE INTO A FOUNTAIN OF CASH.

BUT AS IGNOWSKI & PENNY FOUND OUT, GETTING YOUR BUSINESS OFF THE GROUND CAN BE COSTLY.  

THE STATE REQUIRES THEM TO USE A COMMERICALLY LICENSED KITCHEN TO INSURE FOOD-SAFETY-- SOMETHING THAT WOULD BE COST PROHIBITIVE ON YOUR OWN.

« Bill Ignowski
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Entry into the food business would be a half a million dollar gamble.. .. and that would freeze out 99% of the people that want to get into this. »

THE FARM MARKET KITCHEN IN ALGOMA RENTS THEIR COMMERICALLY LICENSED KITCHEN FOR 12 DOLLARS AN HOUR--A KITCHEN THAT COMES PACKED WITH SPECIALIZED EQUIPMENT.  

« Bill DEMOS
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This is a cooking vat and what it does is allows us to cook 35 gallons of sauce at one time. »

THE FARM MARKET KITCHEN OFFERS ANOTHER IMPORTANT INGREDIENT TO THOSE JUST STARTING OUT--EXPERT ADVICE ON RUNNING A FOOD-BASED BUSINESS.

MARY PAT CARLSON IS THE DIRECTOR.
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Mary Pat Carlson
Farm Market Kitchen
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« Mary Pat Carlson SYNC
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Really the kitchen is just a tool and the support services that you provide to those that are using it is really the key. »

THE SUPPORT SERVICES START WITH CREATING A BUSINESS PLAN AND CONTINUE WITH ADVICE ON THINGS LIKE LABEL REQUIREMENTS, TRADEMARKS AND UPC CODES.
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SOT Bill and Pete walk in store

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EACH STAGE OF GROWTH COMES WITH A WHOLE HOST OF CHALLENGES.  ONE OF THEM IS FINDING STORES TO SELL YOUR PRODUCT.

COOKS CORNER IN GREEN BAY OFFERS IGNOWSKI’S SAUCES BECAUSE LOCAL PRODUCTS SELL.
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Peter Burback
Cooks Corner
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« Peter Burback SYNC
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People do come in, especially tourists, looking for something made in Wisconsin and it's a big deal for us/ »

IN ADDITION TO OUTLETS IN DOOR COUNTRY, SENTRY HILLDALE IN MADISON OFFERS PENNY’S SAUCES BUT UNLESS FRIENDS OR FAMILY MEMBERS DELIVER THEM FOR FREE SHE’LL HAVE TO PAY A DISTRIBUTOR. 

« JoAnne Penny
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They take 30% and then I kept thinking would that even cover my overhead and everything like that so I have to really think about that? »

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DVCPro edit master: Fish Cleaner
SHOT OF ALGOMA MAIN STREET/ARCH SIGN

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MANY OTHER QUESTIONS COME UP AS BUSINESSES GROW THAT REQUIRE HELP FROM THE COMMUNITY. 

« Mary Pat Carlson
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We have really strong linkages to the educational institutions in the area.  We have good partnerships with the financial institutions. And we build those things in. »

PENNY AND IGNOWSKI HAVE BEEN ABLE TO GROW THEIR BUSINESSES DUE TO SUPPORT OF THE FARM MARKET KITCHEN.

BUT, BOTTOM LINE, THEIR SUCCESS IS A PRODUCT OF WORKING LONG HOURS FOR A MODEST INITIAL RETURN. 

« JoAnne Penny
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I use every bit of my time. (laughs) And when I’m not doing that I’m usually exhausted, sleeping (laughs) »

« Bill Ignowski
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You want money out of this? It didn’t/it’s not going to happen right away . . . »

« Bill Ignowski
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You have to look at it as an adventure. »