One is a salt connoisseur while one is a Danish pastry expert. Another one is an authority on gluten-free and vegan sweets.

Meet some promising, young entrepreneurs with newly launched businesses. Find out why they have chosen the Calabasas Farmers Market as their businesses’ launching pad. 

Minimal investment

“You’re not fighting for shelf space at the farmers market,” said Brian Hepp, 37, owner of Hepp’s Salt Bar, based in Venice Beach.

Unlike doing business with grocery stores and other retail outlets, the costs are low. Hepp enumerated a few overhead costs when he launched his business early this year: health permits and stall rental, among others.

For Nick Naczinski, investing in signage, aprons and some promotional materials was worth it when he and his dad Steve launched Kringlela Pastry in January.

The 21-year-old has been manning the Kringlela booth himself along with a childhood friend, keeping manpower costs low.

Matt Sellman, 20, of Livia's Kitchen, was doing the same. Like Naczinski, the gluten-free and vegan sweets business is a joint venture with his dad, William.

Raising awareness

“Salt is a commodity, but not a lot of people understand and appreciate its history,” said Hepp, who makes newly hired employees read up on the different varieties of salt. “We have our own certification that they need to pass.”

Knowing your products well means being able to sell them well, according to Hepp.

As Kringlela prepares to expand the distribution of its pastries, making them available at the farmers market makes good business sense, according to Naczinski. “It’s a very effective promotional strategy,” he said. “We are getting the word out slowly.”

Customer interaction

“I want customers to know everything I know about salt,” said Hepp. “I love the interaction and the education that can only take place in a venue like the farmers market.”

“Salt can be bought anywhere but there’s no tastings and no story-telling,” he said, adding that he likes to tell customers where the salt is from, how to use them and what dishes they’re good with."

Sellman agrees, as he cuts up samples of the gluten-free chocolate chip cookies and the dark lava brownies. “It’s one of the few places where customers can actually meet the business owners and ask questions,” he said.

Feedback is equally important. “People are blown away when they sample our pastries,” said Naczinski. “They say our dough is really flaky and I’m happy that I’m around to hear that.”

Hepp also appreciates the fact that the people who come to the farmers market are his target audience. “They come here because they appreciate quality, gourmet food,” he said. “It makes interacting easier.”

Business advice

Even after eight years in medical sales, Hepp never abandoned his entrepreneur leanings. The salt bar business is a dream come true for the weekend backyard chef who liked developing his own rubs and marinades.

His advice for budding entrepreneurs? “Don’t stop with your big idea and don’t get overwhelmed,” he said. “Brush up on the history of your products, do taste tests, conduct focus groups and don’t forget to add that personal touch. ... That will set your business apart from the rest."

The Calabasas Farmers Market is open from 8 a.m. to 1 p.m. every Saturday at 23504 Calabasas Road, across the street from the Sagebrush Cantina.