Despite cool economy, KingKorn continues to pop

Looking for vanilla, jalapeno, English toffee or cinnamon flavored popcorn?

KingKorn Popcorn has been feeding snack cravings in Fort Worth for more than 25 years, and the companyÂ’s newest owners, Ron and Karen Perkins,  hope to grow the business in the future with another store location, more clients and sales through local grocery and convenience stores.

“Everybody’s got their vice, for some people it’s chocolate, for some people it’s coffee, and for some people it’s popcorn,” Karen Perkins said. “So, I think whether it’s a treat, or it’s something they stress eat, our popcorn fills a need. And people just have different and distinct tastes. I’d say that caramel and cheese are our biggest gourmet popcorn sellers, but we sell a lot of butter popcorn, too.”

 The company has been family-owned since it opened, and past owners have included Fort Worth Shriners and Masons. Ron and Karen bought the company in September of 2008, when then-owner William “Russ” Lowe, who was also a Shriner, was looking to sell.

Lowe still works for KingKorn as a head popcorn chef, Perkins said.

KingKorn “has just been here and been kind of a Fort Worth tradition for many years, and it’s always been a steady and stable business,” Perkins said. “We have both corporate as well as retail clients who purchase supplies and popcorn.”

During spring break, KingKorn worked with the Fort Worth Zoo to provide popcorn to Zoo guests, Perkins said. And when movie theatres in Fort Worth run out of popcorn, they call KingKorn.

The companyÂ’s product line includes decorative popcorn tins measured in gallons, bags of popcorn, customized flavors, gift packages, and popcorn popping supplies including warmers and popping machines, old-fashioned boxes and serving bags, and raw corn, oils and popcorn salt.

“One of our favorite flavors right now is Texas jalapeno cheese, and we have a new flavor becoming a favorite, it’s called crazy corn and it’s carameled cheddar cheese popcorn,” Perkins said. “The cheese popcorn is made first and then put through the caramelizer.”

Despite the down-turn in the economy and lower consumer spending, KingKorn had a successful Christmas in 2008, Perkins said.

“At Christmas, our business actually grew compared with what we did last year,” she said. “People decided to buy a tin of popcorn because it’s already an economical gift. And, we added a lot of new corporate accounts over Christmas.”

In the future, Perkins hopes to start distributing to grocery and convenience stores, she said.

“Our popcorn’s not in grocery stores or convenience stores now, and we don’t necessarily want to see it main lined, but we do want to make it available for some select distribution channels so it’s out there more,” Perkins said. “And we’d also like to add another storefront down the road.”

Small businesses, such as KingKorn Popcorn, are often successful in Fort Worth because the community tends to support local businesses, said Brad Hancock, director of the Neeley Entrepreneurship Center at Texas Christian University.

“I think small businesses have a competitive advantage here in Fort Worth, maybe even more so than a lot of bigger places I’ve lived in, because the local community wants to support their local companies,” Hancock said.

In a recession, small businesses can stay strong by being responsible with finances, by becoming active in their communities, and by setting a good example for employees, Hancock said.

“Before a recession hits, based on my experience, a good business practice is when times are good, don’t get over extended, don’t leverage yourself too much,” He said. “Don’t outgrow yourself to the point that you’re spread thin and any hiccup in the economy will put you on the ropes. When times are good, establish a line of credit or a good banking relationship. The best time to grow money is when you don’t need money.”

Having eight months to 12 months of capital on hand, including living expenses, is a smart move for small businesses to make it through difficult economic times, Hancock said.

“Be positive and set a good example for your employees — that doesn’t mean be Pollyannaish. But, don’t come to work with your shoulders hunched and look defeated all day long and let out big, long sighs,” he said.

Being both realistic with employees and optimistic will help boost morale at work, which in the end helps business, Hancock said.

“I truly think businesses like KingKorn, these small businesses, they are whatÂ’s going to get us out of a lot of the problems that we find ourselves in,” Hancock said. “People creating businesses, and new businesses providing employment for people versus people seeking employment for themselves, thatÂ’s another reason why Fort Worth or any community should support these businesses. Those are the folks who are going to provide that economic engine that will help us out of these times.”