News | Great Lakes Potato Chipshttps://greatlakespotatochips.com/news/2024-03-28T15:22:47+00:00Latest NewsMaking It in Northern Michigan: Great Lakes Potato Chip Co. stacks its sales growth2017-11-01T14:22:07+00:002024-03-28T15:16:10+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/making-it-in-northern-michigan-great-lakes-potato-chip-co-stacks-its-sales-growth/<div class="post_info"><span class="post_category"> <span>In</span> <span><a href="https://www.tcbusinessnews.com/category/issue-2017-november/" rel="category tag">Issue 2017 November</a>, <a href="https://www.tcbusinessnews.com/category/making-it-in-nm/" rel="category tag">Making it in NM</a></span> </span> <span class="post_author"> <span>By</span> <a class="post_author_link" href="https://www.tcbusinessnews.com/author/clark-miller/"> <span>Clark Miller</span> </a> </span></div>
<div class="post_content">
<h2><span>Making It in Northern Michigan: Great Lakes Potato Chip Co. stacks its sales growth</span></h2>
<p><strong><a href="https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato.jpg"><img alt="" class="size-medium wp-image-12556 alignleft" height="241" sizes="(max-width: 300px) 100vw, 300px" src="https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato-300x241.jpg" srcset="https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato-300x241.jpg 300w, https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato-284x228.jpg 284w, https://www.tcbusinessnews.com/wp-content/uploads/2017/10/GL-Potato.jpg 429w" width="300"/></a></strong>Six years ago, restaurateur Ed Girrbach was thinking about starting a new business.</p>
<p>It helps to know that the former co-owner of Pangea’s Pizza in Traverse City enjoys potato chips, but when he crunched the numbers for potato chips, he really liked what he saw.</p>
<p>Potato chips are a $7.2 billion dollar-a-year business in the U.S. The largest 10 companies control roughly $5.8 billion of the market. Still, that leaves left some $1.4 billion for some 150 smaller producers across the country. Girrbach figured that if a Grand Traverse-based company could corner just one percent of that, he could build a $14 million business.</p>
<p>Two other things encouraged him. Michigan had only one regional chip company and, from his experience in the food industry, he knew that the “buy local” movement was gaining power.</p>
<p>It all seemed to add up, so he established Great Lakes Potato Chip Co. (GLPC), which he now runs with his son Chris.</p>
<p>In getting started, he thought a lot about what might set GLPC’s product apart from the national and regional competition. He decided to leave the peels on his chips and fry them, kettle-style.</p>
<p>“A lot of people like the taste of the potato skin,” he said. “And there are more nutrients.”</p>
<p>The first year, with only one kettle and two part-time employees, the company used 600 tons of potatoes to create $60,000 in revenue. Almost all the potatoes are from the Sackett Potatoes in Mecosta, Mich.</p>
<p>“They have a quality chipping potato,” Girrbach said. “And leaving the skins on gives them a better flavor.”</p>
<p><strong>Growing Each Year</strong></p>
<p>The Girrbachs’ venture took off, doubling revenues the next four years. In 2016, they sold the pizzeria in order to focus on potato chips.</p>
<p>The company now employs 30, runs six double shifts, has 17 distributors and sells its expanded product line in seven states. The question is no longer will this company work: Revenues this year are projected to be $4 million. The trick now is expanding sales and production to keep up with demand.</p>
<p><strong>Lessons for Other Companies</strong></p>
<p>It’s not by chance that Girrbach’s dream has become reality. There are some lessons here for other would-be manufacturers. Besides having a passion for the product and a background in the food industry, he:</p>
<ul>
<li>Looked at the big picture (sales, the big national players’ market share, statewide competition)</li>
<li>Understood the niche to be filled within Michigan and possibly beyond</li>
<li>Differentiated his product from many other competitors (kettle method, leaving on the skins on the potatoes)</li>
<li>identified a reliable source of raw product</li>
<li>Marketed aggressively</li>
<li>Reinvested (he’s currently putting $1.5 million back into equipment)</li>
<li>Embraced quality (food safety, in particular)</li>
<li>Developed a strong distribution network</li>
<li>Has stayed open to new sales possibilities like export markets and private labeling arrangements with large American universities</li>
</ul>
<p> </p>
<p><b>Award-winning Chip</b></p>
<p>As it expands, GLPC is stacking up awards. In 2015, the Chicago Tribune newspaper named GLPC the “Number One Kettle Chip in the Country.” Last year, Crain’s Detroit Business weekly awarded the company its “First Place Growth Award” at the <span class="st">Detroit Food Policy Council’s </span>Annual Food Summit in Detroit.</p>
</div>Great Lakes Potato Chip Company Turns Humble Potato Into Multimillion-Dollar Business2017-06-26T14:15:18+00:002024-03-28T15:22:47+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/great-lakes-potato-chip-company-turns-humble-potato-into-multimillion-dollar-business/<header class="content-header">
<p class="post-meta">By <span class="contrib"><a class="author url fn" href="https://mynorth.com/author/ross-boissoneau/" rel="author" title="Posts by Ross Boissoneau">Ross Boissoneau</a></span> on <a href="https://mynorth.com/2017/06/">June 26, 2017</a><br/>Tagged <a href="https://mynorth.com/work-in-northern-michigan/northern-michigan-companies/" rel="tag">Cool Companies</a>, <a href="https://mynorth.com/northern-michigan-food-drink/" rel="tag">Food & Drink</a>, <a href="https://mynorth.com/work-in-northern-michigan/" rel="tag">Work Here</a>, <a href="https://mynorth.com/area/traverse-city-michigan/" rel="tag">Traverse City</a></p>
</header>
<div class="featured-image">
<div class="r"><img alt="Great Lakes Potato Chip Company" class="attachment-mynorth-inner-featured-900 size-mynorth-inner-featured-900 wp-post-image" height="473" sizes="(max-width: 900px) 100vw, 900px" src="https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Potato-Chip-Company-_-planting-potatoes-900x473.jpg" srcset="https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Potato-Chip-Company-_-planting-potatoes-900x473.jpg 900w, https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Potato-Chip-Company-_-planting-potatoes-600x315.jpg 600w, https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Potato-Chip-Company-_-planting-potatoes-480x252.jpg 480w" width="900"/><span class="image-credit">Photo(s) by Great Lakes Potato Chip Company</span><span class="image-caption">Planting potatoes </span></div>
</div>
<div class="content-content">
<p>Ed Girrbach has had several careers: Pilot. Airplane sales and marketing executive. Financial advisor. Restaurateur. And for the last five years, potato chip impresario.</p>
<p>Girrbach and his son Chris are the co-owners of <a href="http://greatlakespotatochips.com/" rel="noopener noreferrer" target="_blank">Great Lakes Potato Chip Company</a>. The company has managed to thrive as a regional purveyor of salty, crispy slices of Michigan-grown potatoes. Quite a stretch from six years ago, when the Girrbachs pulled into line alongside several semis to get a load of potatoes in their pickup truck.</p>
<p><img alt="" class="size-full wp-image-314826 alignleft" height="300" sizes="(max-width: 300px) 100vw, 300px" src="https://mynorth.com/wp-content/uploads/2017/06/Original-Potato-Chips-300x300.png" srcset="https://mynorth.com/wp-content/uploads/2017/06/Original-Potato-Chips-300x300.png 300w, https://mynorth.com/wp-content/uploads/2017/06/Original-Potato-Chips-300x300-150x150.png 150w, https://mynorth.com/wp-content/uploads/2017/06/Original-Potato-Chips-300x300-32x32.png 32w, https://mynorth.com/wp-content/uploads/2017/06/Original-Potato-Chips-300x300-50x50.png 50w, https://mynorth.com/wp-content/uploads/2017/06/Original-Potato-Chips-300x300-64x64.png 64w, https://mynorth.com/wp-content/uploads/2017/06/Original-Potato-Chips-300x300-96x96.png 96w, https://mynorth.com/wp-content/uploads/2017/06/Original-Potato-Chips-300x300-128x128.png 128w" width="300"/>That 1,500 pounds of potatoes turned into the first bags of Great Lakes Potato Chips. Today the company produces seven flavors of kettle-cooked potato chips as well as some seasonal flavors, two kinds of tortilla chips, and two different salsas. Girrbach says this year he expects sales between $3.5 and 4 million, with next year increasing by another $1 million. He’s hopeful that in five years it will be in the $10–12 million range.</p>
<p>That’s pretty impressive, especially in light of the casual conversation that started the company. Ed and Chris opened Pangea’s Pizza in downtown Traverse City and were looking to expand into retail. Their first thought, naturally enough, was to move into the frozen pizza market, but looking into both production and how difficult it would be to secure freezer space in supermarkets, they decided that wasn’t the way to go. That led to the following exchange: “Chris asked, ‘Dad, what else do you like?’ I said, ‘Potato chips.’ He said, ‘Lets do it,’” recounts Girrbach.</p>
<p>That’s how they found themselves sitting in their pickup truck alongside the big boys, waiting their turn. Since then, Great Lakes Potato Chips has experienced remarkable growth, adding equipment—yes, including bigger trucks—and personnel. Today the company employs 30 people at its facility at 6806 E. Traverse Hwy. It has become so successful the Girrbachs eventually sold their restaurant to stake their future on chips.</p>
<p><img alt="" class="size-full wp-image-314824 alignright" height="300" sizes="(max-width: 300px) 100vw, 300px" src="https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Tortilla-Chips-300x300.png" srcset="https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Tortilla-Chips-300x300.png 300w, https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Tortilla-Chips-300x300-150x150.png 150w, https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Tortilla-Chips-300x300-32x32.png 32w, https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Tortilla-Chips-300x300-50x50.png 50w, https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Tortilla-Chips-300x300-64x64.png 64w, https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Tortilla-Chips-300x300-96x96.png 96w, https://mynorth.com/wp-content/uploads/2017/06/Great-Lakes-Tortilla-Chips-300x300-128x128.png 128w" width="300"/>The company distributes throughout the region, including Canada. While the brand based its appeal primarily to those who call the Great Lakes region home, one of its bigger (and growing) markets is Florida. After all, explains Girrbach, “It’s like a Great Lake state in winter.”</p>
<p>And the company is poised for still bigger and better things. “We see a lot more potential for growth,” says Girrbach. The company is looking ahead to markets in the Caribbean, South America and China. “There’s no limit to opportunity. This is a really pivotal year for us.”</p>
<p>This next year will see the company invest another $1.5 million in equipment, which Girrbach says will increase its capacity by 150 percent. “We’ve had rapid growth, but we’re being really careful,” says Girrbach. “Growth can outstrip capacity. The world is awash in opportunity. We want to make sure we don’t drown in it.”</p>
<div class="wp-caption alignleft" id="attachment_314825" style="width: 310px;"><img alt="" class="wp-image-314825" height="286" sizes="(max-width: 300px) 100vw, 300px" src="https://mynorth.com/wp-content/uploads/2017/06/Ed-and-Chris.jpg" srcset="https://mynorth.com/wp-content/uploads/2017/06/Ed-and-Chris.jpg 314w, https://mynorth.com/wp-content/uploads/2017/06/Ed-and-Chris-300x286.jpg 300w, https://mynorth.com/wp-content/uploads/2017/06/Ed-and-Chris-32x32.jpg 32w" width="300"/>
<p class="wp-caption-text">Ed and Chris Girrbach</p>
</div>
<p>In addition to consumer success, the company continues to receive accolades. Great Lakes Potato Chip Company was named one of the “Top 50 Michigan Companies to Watch” in 2014, and the following year the chips were voted the #1 Kettle Chip in the Country by the <em>Chicago Tribune</em>. The chips received two Gold Ribbon awards for best Kettle Chip and best Tortilla Chip at the 2016 Saratoga Springs New York National Chip Festival. Great Lakes Potato Chips was also awarded the first place Growth Award at the Crain’s Business 2016 Annual Food Summit in Detroit.</p>
<p>The company both exemplifies and adds to the success of the “buy local” focus of the market. By focusing its efforts regionally, Great Lakes Potato Chips has been able to build consumer awareness of its brand. It also helps the state maintain its agricultural success, purchasing nearly all its potatoes from Sackett Potatoes in Mecosta County. “Michigan is number one in the country in chipping potatoes, and number five overall,” says Girrbach. Thanks, in part, to Great Lakes Potato Chips.</p>
</div>
<p></p>Another Making It In Michigan Success Story: Great Lakes Potato Chip Company2017-06-01T14:31:58+00:002024-03-28T08:15:53+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/another-making-it-in-michigan-success-story-great-lakes-potato-chip-company/<h4>Another Making It In Michigan Success Story: Great Lakes Potato Chip Company</h4>
<p>After leaving a 28-year career in the financial industry, Ed Girrbach opened a pizza restaurant in downtown Traverse City with his wife and son. Part of their expansion plans for the restaurant was to open up multiple locations and create some retail items. They began selling their pizza sauce to local markets early on, and, in 2010, began to look at producing frozen pizza for the retail market. After much due diligence and advice from the MSU Product Center, they decided against the frozen pizzas but continued to look for other food items. While brainstorming one day Ed’s son, Chris, asked him what he liked besides pizza to which he responded - potato chips. <br/>In the beginning stages of the business Ed and Chris were driving 110 miles to load up a fresh harvest of Michigan potatoes that they would process in their small plant just outside of Traverse City.</p>
<p>Like most small businesses, sales began with support from the local retailers but grew quickly throughout the state as Ed and Chris worked the trade show circuit exposing their unique skin-on style chips to large and small buyers around the Great Lakes region. <br/>During the business’ second year a 16-foot box truck replaced the original pickup truck and a second refurbished kettle fryer was added to help meet a rapidly growing demand. At this point in time, the company was producing three flavors of kettle chips: Original Sea Salt, Barbeque and Sea Salt and Vinegar.</p>
<p>The following year a new Salt, Pepper & Onion flavor was added, a larger delivery truck joined the fleet, and they introduced a new tortilla chip. <br/>As demand continued to grow, Great Lakes Potato Chip Company saw a major expansion of the production facilities. In the company’s fourth year, a third fryer was added, and a second high-speed bagging line was put into operation. Production capacity tripled and employee count was then at 13. <br/>Today, the company has over 30 full time employees processing over 80,000 pounds of potatoes per week. The product line now includes seven permanent flavors of kettle cooked potato chips, two flavors of tortilla chips, two flavors of salsas and a few seasonal potato chip flavors. <br/>Seventeen distributors supply a growing list of customers in six states surrounding the Great Lakes as well as Texas, Tennessee and Canada. Future distribution is planned for the Southeast and Florida.</p>
<p>Great Lakes Potato Chips was named one of the top 50 Michigan companies to watch in 2014 and was voted the #1 Kettle Chip in the Country by the Chicago Tribune newspaper in 2015 and was the recipient of two Gold Ribbon awards for best Kettle Chip and best Tortilla Chip at the 2016 Saratoga Springs, NY National Chip Festival. Great Lakes Potato Chips was also recently awarded the Growth Award at the Crain’s Food Summit in Detroit.</p>
<p>“The Product Center has been a great partner for us. Their efforts in keeping us in the loop in all food-related opportunities in Michigan has been instrumental in securing thousands of dollars in sales,” states owner Ed Girrbach. “We have benefited over the years from the MSU Product Center’s efforts with Kroger and Meijer and have found the Making it in Michigan show an excellent opportunity to connect with buyers and distributors. Making it in Michigan is an absolute must for any Michigan food manufacturer.”</p>A Behind-the-Scenes Look at Michigan’s Award-Winning Potato Chip2017-03-03T15:34:53+00:002024-03-28T08:15:53+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/a-behind-the-scenes-look-at-michigans-award-winning-potato-chip/<div class="td-pb-row">
<div class="td-pb-span12">
<div class="td-post-header"><header class="td-post-title">
<h1 class="entry-title" itemprop="name">A Behind-the-Scenes Look at Michigan’s Award-Winning Potato Chip</h1>
<p class="td-post-sub-title">Great Lakes Potato Chips are a tasty, skin-on snack food out of Michigan.</p>
</header></div>
</div>
</div>
<div class="td-pb-row">
<div class="td-pb-span8 td-main-content" role="main">
<div class="td-ss-main-content essbis-hover-container" data-essbishovercontainer="" data-essbispostcontainer="" data-essbisposttitle="A Behind-the-Scenes Look at Michigan’s Award-Winning Potato Chip" data-essbisposturl="https://www.farmflavor.com/michigan/behind-the-scenes-look-at-michigans-award-winning-potato-chip/">
<div class="essb_links essb_counter_modern_right essb_displayed_shortcode essb_share essb_template_metro-retina essb_1288338955 print-no" data-essb-button-style="icon" data-essb-counter-pos="right" data-essb-instance="1288338955" data-essb-position="shortcode" data-essb-postid="40078" data-essb-template="metro-retina" data-essb-twitter-url="https://www.farmflavor.com/michigan/behind-the-scenes-look-at-michigans-award-winning-potato-chip/" data-essb-url="https://www.farmflavor.com/michigan/behind-the-scenes-look-at-michigans-award-winning-potato-chip/" id="essb_displayed_shortcode_1288338955"><img alt="Great Lakes Potato Chips" class="alignnone size-full wp-image-40158" data-essbisindex="1" height="822" sizes="(max-width: 750px) 100vw, 750px" src="http://www.farmflavor.com/wp-content/uploads/2017/02/Screen-Shot-2017-02-23-at-8.57.02-AM.jpg" srcset="https://www.farmflavor.com/wp-content/uploads/2017/02/Screen-Shot-2017-02-23-at-8.57.02-AM.jpg 750w, https://www.farmflavor.com/wp-content/uploads/2017/02/Screen-Shot-2017-02-23-at-8.57.02-AM-137x150.jpg 137w, https://www.farmflavor.com/wp-content/uploads/2017/02/Screen-Shot-2017-02-23-at-8.57.02-AM-292x320.jpg 292w, https://www.farmflavor.com/wp-content/uploads/2017/02/Screen-Shot-2017-02-23-at-8.57.02-AM-684x750.jpg 684w, https://www.farmflavor.com/wp-content/uploads/2017/02/Screen-Shot-2017-02-23-at-8.57.02-AM-696x763.jpg 696w, https://www.farmflavor.com/wp-content/uploads/2017/02/Screen-Shot-2017-02-23-at-8.57.02-AM-383x420.jpg 383w, https://www.farmflavor.com/wp-content/uploads/2017/02/Screen-Shot-2017-02-23-at-8.57.02-AM-190x208.jpg 190w" width="750"/></div>
<div class="td-post-content">
<div class="theiaPostSlider_slides" id="tps_slideContainer_40078">
<div class="theiaPostSlider_preloadedSlide">
<div class="page" title="Page 39">
<div class="layoutArea">
<div class="column">
<div style="width: 180px; height: 150px; float: left; display: inline-block; margin-right: 20px; margin-top: 8px; margin-bottom: 20px;">
<div data-integralas-id-31905a4d-ed22-8c0a-e7a3-9cc7caa11cac="" id="sas_45542"><a href="https://www5.smartadserver.com/click?imgid=23364246&insid=8515221&pgid=712521&ckid=0&uii=377841270155342985&acd=1554129175892&pubid=19&tmstp=3725192558&tgt=%24dt%3d1t%3b%24dma%3d540%3barticleid%3d40078&systgt=%24qc%3d1307001530%3b%24ql%3dMedium%3b%24qpc%3d49696%3b%24qt%3d152_2137_6261t%3b%24dma%3d540%3b%24b%3d12660%3b%24o%3d12100%3b%24sw%3d1920%3b%24sh%3d1080&pgDomain=https%3a%2f%2fwww.farmflavor.com%2fmichigan%2fbehind-the-scenes-look-at-michigans-award-winning-potato-chip%2f&go=http%3a%2f%2fmifma.org%2f" rel="noopener" target="_blank"><img alt="" border="0" height="150" id="img_23364246" src="https://creatives.sascdn.com/diff/2098/8515221/174-Michigan-Farmers-Market-Association-180X150.jpg" width="180"/></a></div>
</div>
<p>A Michigan company cooked up regional fame when it left skin in the potato chip game. The <a href="http://greatlakespotatochips.com/" onclick="javascript:window.open('http://greatlakespotatochips.com/'); return false;">Great Lakes Potato Chip Co.</a> produced its first bag of signature, skin-on, kettle-cooked potato chips in 2010 in Traverse City. Since then, the demand for its award-winning chips has grown 30 to 50 percent annually.</p>
<p>“In the world of potato chips, there are probably a handful of companies, out of many companies, that don’t peel their potatoes,” says Chris Girrbach, who owns the company with his father, Ed. “The skin gives a lot of taste and adds nutrients.”</p>
<p>Skins included, Great Lakes Potato Chip Co. distinguishes its chips with quality potatoes, nearly 100 percent of them from a single Michigan farm, <a href="https://www.sackettpotatoes.com/" onclick="javascript:window.open('https://www.sackettpotatoes.com/'); return false;">Sackett Potatoes</a>. The facility fries only in nearly tasteless oils, sunflower and canola included, giving consumers an authentic potato flavor. Employees even hand sort potatoes and hand season the chip flavors, from Buffalo Wing and Sea Salt Pepper & Onion to Parmesan Ranch and Michigan Cherry Barbeque. The Northern Michigan facility also makes tortilla chips, in original and seasoned flavors.</p>
<p>The Girrbach family entrepreneurs rooted their future in potato chips as the father and son duo sought to combine their desire to manufacture food with their admiration for Michigan agriculture. Michigan ranks first nationally in chipping potatoes, Girrbach says, growing a potato with less sugar and starch than the russets at the grocery store. The entrepreneurs also tapped a regional food market, much like microbreweries have done over the last decade.</p>
<div class="page" title="Page 39">
<div class="layoutArea">
<div class="column">
<p>“The small, regional brewers are catching a foothold against the national brands,” Girrbach says. “We also thought there was room, and have proven so now, for a regional potato chip manufacturer that the state would embrace.”</p>
<p>In a short time, the company expanded its market to Canada and seven states in the Great Lakes area. It employs about 30 people. In 2014, the <em>Chicago Tribune</em> named the company’s original flavor the best kettle chip. The Girrbachs garnered gold medals for Best Kettle Chip and Best Tortilla Chip among national and regional brands at the <a href="http://www.thechipfestival.com/" onclick="javascript:window.open('http://www.thechipfestival.com/'); return false;">2016 Chip Festival</a> in New York state.</p>
</div>
<div class="column">
<p>And the company plans to keep chipping away. “We’re going to come out with some fun flavors, some really cool items for our fans,” Girrbach says, “and we will work hard to grow the business in a way that is good for our employees and what people expect out of us.”</p>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>Chicago Tribune Names Great Lakes Potato Chips Winners2015-03-01T16:52:14+00:002024-03-27T18:06:58+00:00Jena VanWagnerhttps://greatlakespotatochips.com/news/author/jena_van@yahoo.com/https://greatlakespotatochips.com/news/chicago-tribune-names-great-lakes-potato-chips-winners/<p><strong>The Chicago Tribune Features Great Lakes Potato Chips</strong></p>
<p><strong>Tasting notes:</strong> Fresh, clean, buttery. Each chip has skin-on edge, giving it a subtle rustic taste.</p>