Jolly Time's a big family business

That also goes if your name is Townley, Broderson, Thoreson, Klein, Loebsack and Bokemper.

Jolly Time Pop Corn is one of the world's leading pop corn producers. The family-owned, Sioux City, Iowa-based company started in the home of Cloid H. Smith. It has been supplying America with pop corn products since 1914. His son Howard continued in the business, as did his son Wrede, as did his son Garrett and nephew Carlton.

But others have started another generation of association with Jolly Time and that includes those other names.

Don Townley is senior vice president at the business and started there in 1966. His son, Ted, came on board six years ago and serves as logistics manager.

"I grew up with Jolly Time," Ted explained. "When I was discharged from the Navy, I decided to return to Sioux City and Jolly Time had an opening. After growing up around such a family-friendly company, I thought it would be a good mix."

"I encouraged him to take the job," Don admitted.

"We work closely together and we don't even get on each other's nerves," he added, shooting a grin at his son.

Eldora Thoreson's dad, Chris Broderson, would work winters in the Jolly Time warehouse. Her brother Harold Broderson and her husband Gene Thoreson both grew corn for the company. That's how she gained a familiarity with the business.

"I worked at the old Johnson Biscuit in production until they were going to move out to North Sioux City," she explained of her work experience. "My husband said that was too far to commute."

Coming to her rescue was daughter Regena, who has been working at Jolly Time for 38 years. Her brother, Clair Thoreson, also works at Jolly Time. Regena encouraged Mom to apply for a production position. It connected and Eldora stayed until her retirement in 1992.

The convenience of the Jolly Time location was a big plus for Regena as well.

"I had graduated from Edwards Business Institute and was desperate for a job," she confessed. "There was an opening at Jolly Time and I was able to walk to work from my Leeds home."

Delores Loebsack was working part time at Swift & Co. when she switched to production and quality control at Jolly Time. She came on board in 1976 and also retired in 1992.

"I have lived in Leeds since 1955, so it was a natural to join the company," she said.

Daughter Dianne Bokemper has worked in the order department since 1988.

"They have a supportive, family focus here," she said of the company. "It's like a microwave; they open themselves up to their employees and make life convenient for us."

Longevity is a key to Jolly Time's success, insisted Tracy Boever, director of Public Relations and Marketing Communications.

"This year, we have 24 employees who will have given a combined 385 years of service," she marveled. "We will be recognizing them at an event in June."

Longtime employees are only one aspect of noteworthy events. Jolly Time is celebrating its 90th year of doing business. Last May, the company's one billionth bag of microwave pop corn rolled off the conveyer belt.

What seems to remain unchanged is the Smith family's formula for success, the same formula which prompted Cloid to first package pop corn from the family's field; develop still-patented corn cribs to air dry the kernels naturally; and create an airtight container to keep the pop corn fresh. That formula is innovation, coupled with unsurpassed quality.

Today, the Smith family's Jolly Time brand is riding the crest of a booming sales wave that began five years ago. During this time, Jolly Time product sales have been at their highest levels in the company's history. Sales of the brand's Healthy Pop 94% Fat Free Butter Microwave Pop Corn have skyrocketed more than 200 percent in the last few years and the firm's flagship product, Blast O Butter Ultimate Theatre Style Microwave Pop Corn, remains among the top-selling microwave pop corn products in the country.

"It's still a family business," said Garry Smith, Jolly Time president. "Now it's a BIG family business, but the core, customer-driven values my great-grandfather instilled in the company remain."

What has changed is the brand's look, feel and, to a certain extent, image. If the adage is correct, "Good things come in small packages," then Jolly Time has found yet another niche.

In an era filled with super-size portions, it's ironic that consumers' latest demand seems to be for all things miniature - from mini-disc players and digital cameras to diminutive cans of soda - American consumers just can't get enough of an itty, bitty item.

It's no surprise, then, that Jolly Time would gratify that desire with the introduction of petite portions of pop corn called Minis.

Jolly Time Microwave Pop Corn Single Serving Minis are currently available in three flavors - Healthy Pop 94% Fat Free Butter Flavor, Healthy Pop 94% Fat Free Kettle Corn, and Blast O Butter.

Smith explained some of the mini-bag benefits. For example, health- and weight-conscious consumers clamor for the portion control mini-bags provide, perfect for quelling the appetite in-between meals. Even consumers who aren't watching their weight appreciate mini-bags' small portions, kid-friendly size, and quick preparation time - the makings of an ideal grab-and-go snack.

Each box of Jolly Time Microwave Pop Corn Minis contains four single serve bags. Each bag pops approximately four to five cups of popped pop corn. The product is available at local supermarkets.

Local, though, is not a word in the Jolly Time vocabulary. The company has partnered with Walt Disney as the exclusive, national tie-in partner for the DVD/VHS release of "Brother Bear." Consumers can order an eight-inch, plush toy Koda, the star of the animated movie, when they buy three boxes of Jolly Time.

"The promotional packaging will be flagged on more than four million cartons of pop corn," Boever said. "In addition Disney is inserting over six million coupons inside the 'Brother Bear' DVDs and videos."

Nationwide television viewers got a chance to see Jolly Time "Unwrapped" last January. The pop corn was featured on the Food Network's popular food show, titled coincidentally, "Unwrapped." The production reveals the behind-the-scenes details of America's classic foods, from production to placement on the store shelf.

"The production company arrived at Jolly Time's headquarters to film every aspect of the company's pop corn production," Boever said. "The Jolly Time segment was part of a 'Football Parties Unwrapped' show featuring great Super Bowl Sunday snacks."

The Food Network also will feature Jolly Time Pop Corn on "The Secret Life Of" early this summer. That show will also focus on the production of the products from start to finish.

There seems to be no end in sight to the success that the Jolly Time brand has enjoyed these many years. When asked where he sees the Jolly Time brand going in the future, Smith confidently replied, "We're poised for the next 90 years."

Joanne Fox may be reached at (712) 293-4247 or joannefox@ siouxcityjournal.com