Whale Tails Tortilla Chips ” an idea conceived during a long day of surfing more than a decade ago ” are not only kosher, organic and tasty, but 10 percent of the profits go “back to the ocean,” according to company co-founder Ric Kraszewski.
“It was one of those eureka moments that just come to you,” Kraszewski recalled.
While taking a surfing break one perfect afternoon, Kraszewski and his longtime friend Rick Grant scrounged up a few dollars in change and bought a bag of tortilla chips and a container of “Kryptonite-colored guacamole.”
As they sat contemplating the surf and munching the chips, “To the Last Whale,” a song by David Crosby, came on their radio. Neither can remember who first thought of making the whale tail-shaped tortilla chips, but both recall being instantly enthused by the idea.
Friends since Cub Scouts, the pair blew off what they called the “best surf of the month” and rushed home, excitedly discussing the business idea.
“We talked about how great it would be to have a product that inspired people to get more involved in their choices and be able to give something back to the whales and to the environment that we all share,” Kraszewski said.
The day of cosmic coincidence continued when they arrived at Kraszewski’s Ocean Beach house. The day’s mail contained an oversize envelope from Adopt A Whale. The organization was asking for concerned people to get involved with educating school kids about whales and their environment. Staring in disbelief, they began to connect the dots.
Kraszewski’s wife Terry said she did not take the idea seriously at first.
“You never know with those two,” she laughed.
But before she knew it, Terry found herself in the kitchen heating up a pan of oil and cutting whale tail shapes out of tortillas using a pattern she made from the Adopt A Whale information.
“It was exciting to think of a product that was environmentally helpful, something that would be good for us and good for everybody,” said Terry, who now serves as the company’s business development and accounts manager.
Kraszewski said he turned to businesses he admired for inspiration ” companies whose product works for the community, such as Ben and Jerry’s and Newman’s Own.
“We thought maybe we could set an example for other companies,” he said. “What you put out is what you get back.”
After a few years and as many roadblocks, the idea finally took off when the Kraszewskis and Grant trademarked the product name in February 2006.
Combining a respect for nature with a concern for sustainable farming, the trio decided to make their product organic and kosher.
A small, family-owned company in San Bernadino was able to accommodate their requests.
“Everything is very strict; and the place is blessed by a rabbi every week,” Kraszewski said.
Whale Tails donates 10 percent of its profits to ocean and marine mammal conservation efforts and also gives away chips to help many local organizations raise funds.
Whale Tails’ first donation went to Julio Solis’ Magdalena Baykeeper (Vigilante de BahÃa Magdalena) group in Puerto San Carlos, Baja, where Pacific gray whales are born. The small organization monitors water pollution issues in the bay. The Kraszewskis and Grant like the idea of donating to smaller groups such as Solis’, which may not benefit from larger fund-raising efforts.
“They are all fighting for the same dollar,” Grant said, explaining that if the groups shared information, more could be accomplished.
John Evey, senior director of development at Scripps Institution of Oceanography, said Whale Tails often donates product for events at the institution, and the chips are sold at Birch Aquarium.
“I thought it was a positive concept,” Evey said. “It’s a clever shape, and they do good things with the profits.”
While the local business remains small, its founders are happy to know that they are effecting change on any level.
“We weren’t really in this to create a multi-million-dollar giant,” Kraszewski said. “It’s a way that we can give back with something as simple as a chip.”
Whale Tails Tortilla Chips are available at the Whole Foods and Jimbo’s chains. For more locations and information, visit www.whaletailschips.com.
