This Side Hustle Spotlight Q&A features mother and daughter Elisabeth and Gina Galvin, the duo behind the artisan snack company Stellar snacks. Elisabeth Galvin is also the founding father of the snack brand Delyse, which began as a side business in an old CVS before growing into a leading purveyor of gourmet snacks. Delyse currently serves domestic airlines including American Airlines and JetBlue, and Stellar Snacks is available in various grocery stores nationwide and online, and delivers snacks on Alaska Airlines flights.
Photo credit: Courtesy of Stellar Snacks. Gina Galvin, left; Elisabeth Galvin, right.
What was your on a regular basis skilled life like when you began Delyse as a side business?
In the Nineties, I moved to the United States from the south of France, chasing the dream of becoming an entrepreneur in America. At the time, I spoke virtually no English, so I enrolled at the University of Nevada, Reno as a full-time student to learn. I scored 20 credits and had a packed schedule of classes ranging from English as a Second Language to Communications and Advanced Mathematics. My days were filled with activities and learning. At night, I discovered solace in the kitchen, where I cooked with the nostalgic flavors of home – which at all times brought me immeasurable happiness.
When did you begin Delyse and where did you discover the inspiration for it?
One of my favorite snacks that I made from scratch were French pralines, following my family recipe. These are roasted and sugar-coated peanuts that we commonly enjoy on the beach in the south of France (called chaud chaud pralines). They were my favorites and I could not find anything like them here in the US. I perfected the recipe at home and loved sharing this delicacy with my American friends – who loved the taste. The other day I used to be invited to a 4th of July party and I wanted to bring something special, so after all I brought these nuts. That was the day the spark was lit. My snacks were a huge hit at the party and caught the attention of two attendees in particular, the CEO of Reno Air and his wife, a renowned food stylist. They asked me if I could make pralines for Reno Air and change into their signature snack! They asked me, “Can you do this?” My response was, “How long do I have?” to which he replied, “Can you do it in three months?” At that time I made a decision to go for it and told him, “Absolutely. I will make it happen.”
What were the first steps you took to break away from the game?
I knew that to achieve success with this chance, I had to scale up. I ordered three authentic copper kettles from Italy to perfect my craft. They turned out to be too big for my kitchen, so I began baking in the garage, looking for a larger place. I obtained permits, obtained a business license, and began my company, “Delyse Inc” (a play on the word “delicious” in French). I used to be still a full-time student at UNR, so I began selling pralines on campus and at games. My English was still in its early stages, so I lovingly named the snack line “Thoz Nuts” (as I pronounced it in my accent) and created the branding and packaging. Thoz Nuts gained popularity, becoming a favorite at local gourmet and specialty stores and selling out at my booth at sporting events. I made up my mind that there was a demand and it was time to increase production capability. I discovered a location that had previously housed a CVS store and made a deal with the landlord (who became a beloved mentor). He said, “The rent is $700 a month. You can start paying me when you make money.” I remember perfectly well how proudly I paid in the first month. This was the first check I wrote from Delyse’s checkbook!
What were the biggest challenges you faced in building your side team and how did you overcome them?
In addition to the challenge of balancing coursework and startup work, my primary business challenges were obtaining credit from vendors and suppliers and obtaining financing for equipment. I opened a checking account using a bank card with a $500 credit limit. This allowed me to start paying suppliers in advance. Once I gained their trust and proved that I used to be doing well, I used to be able to set net credit terms at 30, which is ultimately what you wish to scale your business. Starting from scratch, it could often take three years to get a loan, and I used to be lucky to get it done in three months. The next challenge was finding employees. I had a lot of my baseball teammates in my communications class and I convinced them to come to work with me because it was good training – baking is a lot of labor and a highly regarded environment. I then hired my first full-time worker who is still with me 30 years later.
How long did it take for you to achieve stable monthly income? How much did the side hustle earn?
After installing and running all the equipment, it took two months before I began making any money. I sold Thoz Nuts for $1 a bag and sold 1,000 bags per game. Every football match was sold out. In the third month, Reno Air made good on its promise and introduced Thoz Nuts on board. I began by producing 20,000 bags a week at $0.50 each. In its first 12 months of operation, 1992, Delyse earned roughly $800,000. Reno Air was in full expansion, adding recent destinations, and I grew with it, especially during the early popularization of Silicon Valley and recent flight routes to the Bay Area. In 1995, I had a recent idea to sell promoting space directly on my bags to offer them to airlines as a free snack and attract recent customers. This made waves in the travel industry and attracted airline customers comparable to United, American Airlines, American Eagle, Northwest Airlines, Skywest and many airport properties. I have worked with well-known brands that love the idea of reaching high-end travelers and creating enthusiastic promoting audiences. Some of those famous brands include American Express, Motorola, Ty Warner, AOL, CompuServe, Prodigy, General Motors, Newsweek, Book of the Month, and AT&T. This evolution took Delyse to the next level, earning roughly $3 million per 12 months. This proved we could deliver on time and at scale, and really put my company on the map.
What does growth and revenue appear like today?
While we stopped [offering] Thoz Nuts on airlines due to the increase in severe peanut allergies, Delyse continued to expand and offer airline partners other snack packages, trail mixes, and most notably, pretzels. Then in 2018, my primary supplier closed its factory in California, leaving a complete void for pretzel makers on the West Coast. This was a crisis for Delyse and many other corporations. I made a decision to take fate into my very own hands and open a pretzel bakery. Thus, Stellar Snacks was born – the second company I founded with my daughter Gina, who was a student at the time. She continued to double major in Marketing and Women’s Studies, while also helping me with brand design while she worked after classes and her internship. Within five months, our bakery was up and running and Delyse began offering our made-to-order Stellar Snacks pretzels to United Airlines, then Alaska Airlines, American Airlines and JetBlue. Our in-store distribution of Stellar Snacks has also increased, from local stores to the West Coast and then national markets.
Photo credit: Courtesy of Stellar Snacks
What does growth and revenue appear like today?
Both Delyse Inc. and Stellar Snacks proceed to thrive. Our pretzels are served to tons of of tens of millions of passengers annually, carried in hundreds of grocery stores from coast to coast and loved by a loyal fan base. Our revenues have exceeded the eight-digit mark, demonstrating our commitment to quality and innovation.
What do you enjoy most about working as a mother-daughter team?
Gina and I share an unparalleled bond of trust and unwavering support, creating a collaborative environment where ideas flourish and we overcome challenges together.
What is your advice for others looking to start a successful side hustle or their very own full-time business?
Create a solid business plan and make sure you secure your first client before you select to cover overhead costs. Entrepreneurs take risks and it’s okay to not have every part planned yet, because clarity comes with time. Learn from people you trust, surround yourself with dedicated team members who understand “startup mode”, research your industry, gain helpful data and cultivate true partnerships with your suppliers, banks and customers by being honest, transparent and sharing your vision sowing the seeds of success. It truly takes a village, and individuals who know your story will want to support and see you grow. While the journey shall be stuffed with challenges, the achievement that comes from pursuing your passion is immeasurable. Believe in yourself and your mission.
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