Inside Popinsanity’s Insane Flavored Popcorn & Gift Packages - The Perlowitz Show

So, out here in Lincoln Park, New Jersey, at the big factory of Pop and Sadry with Aaron. Hello Chaim, it's good to see you. Come on right in. >> Wow. Listen, since I'm a bocher, right the how many how many you open already? >> Almost 10. 10 years. I said since I'm a bocher, this was my favorite snack, Pop and Sadry. Did I ever know that I'm going to come to a video here? It means a lot to me, too. Let's jump inside over here with Pop and Sadry, popcorn and confections. Woof. Here we are, Chaim. The headquarters. Okay, so Chaim, it's up to you. You're the boss. You tell me what you want to see and what you guys want to know. So, my followers love seeing the productions. That's like the highlight. I get the most of the Chaim, we love when you go to factories. So, this is really special that we're here in Pop and Sadry. First of all, Pop and Sadry. You have the real popcorn here. >> see that? This is where the insanity began. This is the insanity >> in itself, and there's plenty of places to hear that and read about it, but Chaim, if you want >> We'll get we'll get that story there. So, you're saying it began at this machine? >> That's correct. And it exploded into the company. >> Let's go. Chaim, this is happening. Woof. So, every few minutes, we pop. So, this is where the actual popping happens. If you can you can kind of hear it tickering in here. >> it. Let me put my mic next to it. Chaim, do you hear the pop? That's it. You want to open it? Can I SEE INSIDE? WOAH. LET'S GO POPPING WITH POP AND SADRY. CHAIM, it is popping. Pop and Sadry. What's he spraying over there, Aaron? Oh, we don't talk about the secret sauce. We don't talk about the secret sauce. This is the SECRET SAUCE. >> CHAIM, YOU KNOW WHAT? QUICK, let's go over here. Quick, quick, quick. Let's go over here. >> Quick, quick. What's this? >> Woah. He's Wow, this is peppermint hot chocolate where we manually melt the marshmallows really into the flavor before it gets sprinkled with peppermint. This is one of my favorite flavors. This is unbelievable. I mean I love overnight kugel and knapchik, BUT HOW YOU DOING? YOU KNOW WHAT I'M SAYING? HOW YOU DOING like he says? How you doing like he says Joey? You got you got Flaco here. He's the man. >> like a s'mores. style >> S'mores is different, but s'mores also has has has marshmallow. >> but this has the peppermint. >> Yeah, this has a peppermint kind of feel to it. >> wish they could smell through the mic. >> Oh my gosh. Wow. It's insane. Wow, look at that. So the here's the marshmallow. You know what? You know what? We got I mean this is all fun and fun and nice and it's beautiful and smells great. Can I take you to my favorite place? Let's go. Let's go. Oh, look at this. Look at this. This is the chocolate room. Remember we were doing the Oh my gosh. >> hot chocolate what we just saw? Well, WATCH THIS. OH, THAT'S HOW YOU DO IT. >> THAT'S IT. I was always wondering how you make those drizzles so even and so neat. We do things by hand. Oh my goodness. That's how you do it. The secret. The secret is in now public. >> Oh, this is the crushed candy. We crush it ourselves. >> Really? Absolutely. >> pour the candy on afterwards? This is the hot chocolate? Do you smell that? Can you smell that? >> Oh, here we go. Here we go. Here we go. Oh my gosh. >> Oh, wow. Kevin, do you see what I see? That's insane. That's insanely good. Wow. Moving along here. >> Moving along. So right now we are putting together all the Purim whoa Purim boxes that have the popcorn, the hamantaschen, the nuts. And as you can see, we have to make hundreds of them. Hundreds of them. Some more Purim stuff here. Very cool, Aaron. >> Packing is acrylics. Packing acrylics. Some more Purim boxes over here. Wow, look at this, Kevin. So neat. What I love about your stuff, Rabbi Aaron, is the neatness. It looks so cute. Well, the point the point is people don't realize I don't just push a button and 5,000 bags come out of a shoot. Every bag is hand filled, hand sealed, hand labeled, and packaged exactly like you see it. Just like this, one by one, because the quality of our product is very, very important to us. Wow. Unreal. Have a look at these bags over here. Let's get Pop or Popper. This is crazy. This is crazy. I'm just in love with this place. I'm in love with the smell. I'm in love with Popinsanity. And like I said, let's get Pop or Popinsanity. Tell me the nutshell of how it all began. How did you just wake up one morning and say, "Okay, I'm doing popcorn." How did you get You were Were you a popcorn lover? All I can say is the Rabbinishe Olam has an amazing sense of humor. Amazing sense of humor. Um this was not my industry. I was in a different industry for many, many years. And um long story short, uh one day somebody came I'm a musician. Oh, you're a musician? I'm a musician. I played for the orchestras for many, many years since 1987. I played drums and keyboard. No way. >> I work with Yudi Green. I'm his manager. Okay, man. I didn't know this. Were you a Mad Hill back in the day? Yeah. What? You played with Mad Hill back in the I was a drummer. I was a drummer. So we were working different, different simchas, but sure. That was my tkufa. All those guys Israel Lamb, all that whole that whole Yeah, yeah, yeah. So I had a fellow musician who I worked with a long time, my partner Yanky Goldenberg. And someone said, "Aaron, you know what? Could you help Yanky with his popcorn? He's a I said, "Yanky, he's one of the best keyboard players that I know, but I don't know anything about popcorn." Long story short, explain me that that we can put together a meeting. And I said to him, "What's the story with the popcorn?" So he he basically told me he was and I'm trying to be really quick about this, but it just a great question and I think it's it's interesting for your followers to know. Uh and basically he decided with his brother to open up a cafe because Yanky's a fantastic chef. His brother's an amazing baker. They know food. They understand the science behind the food. And they really have golden hands in the kitchen. They decided to open up a cafe. They open up this cafe 3 days before grand opening. Something happened with the building, the landlord revoked and they couldn't open up. Bottom line is he says, "I can't open up. I can't open up." His lawyer says, return everything. You didn't use it. So, I should have the gelt. Return everything. So, he returned calls up the guy, I'm not opening this. Return the oven, return the refrigerator, return the stove. The one guy that he called up and said, "Could you please take back the machine?" said, "I'm sorry. Final sale. I don't take back returns." And that was this machine that he bought for the cafe. So, have a a nice a schmick from fresh popcorn. >> this machine for the cafe to give it a good smell. >> So, basically, he had to take this machine in a box and put it in his living room and it just stood there in storage for I don't know, 9 months. Wow. >> And then his wife said, "There's no place for the kids to play. We have to get rid of the machine." So, before I get rid of the machine, we're making a party for our daughter. Let me at least make some popcorn. Before it goes to the curb, let me make some popcorn. And Yanky started to play with the popcorn and make different flavors this and that and people loved it. And his wife says, "Wait a second. The people are calling me. Where do I buy the popcorn?" I'm saying, "Oh god, it's a sore subject. My husband is making the popcorn. I'm getting rid of the machine." All this stuff. >> [laughter] >> So, Yanky started really saying, "You know something? Maybe there's something to it." And he went into his basement and he started uh exper- experimenting with different flavors. What would happen if I put marshmallow, chocolate? But I don't like that peanut butter. So, let me make my own peanut butter and chop my own nuts. >> goodness. >> And he created these crazy flavors. You understand what I'm saying? He brought it. Now he has 9 by 13 pans of popcorn flavors that he doesn't know what to do with. So, his wife, who teaches in a school, he said, "You know what? Bring this to the teachers' lounge. I I'm curious what they're going to say. I just I really I thought of some really great flavors. Just out of curiosity, I think I wonder if they'll enjoy it." >> Heim? He She came home with a list of orders like he was selling the Boy Scout cookies. Wow. He says, "I don't need this in my life right now. I'm playing gigs." He's playing all over the world. He's playing weddings and mitzvahs every night. He has no time for popcorn. You're going to embarrass my me my teachers. You're not going to embarrass me and my teachers. So, he had to make the popcorn there. And then and one thing led to another and then he's bring every time he comes to play a wedding the the the the the conductor or the or the or the band would say, "Where's the Yankee? Where's the popcorn?" You have popcorn? You can play. You don't have popcorn? Go home. This is the way it went. So, he started bringing popcorn to all the gigs and people wanted popcorn. And they said, "You know what?" Another guy says, "You know what? I got to I got to figure out how Yankee's great in the kitchen, but he doesn't necessarily have the experience of marketing and sales and product development and packaging development and all that stuff. So, he decided to call me. I was in between because my previous company was sold. So, I'm looking for something. But I you know, you help Yankee. You love Yankee. I know him for 25 years at the time. Of course I'll help him. And as I started to help him, I started getting knee and knee deep in this because I've I've been a salesman at that point for over 20 years. How often do you show somebody a product and they're like it's done. Like, how much is it? How many When can you deliver? It's not I I didn't have to sell my soul explaining and doing. They tasted it. They loved it. They smelled it. And that was the end of that. So, it's a bissel luck we didn't know. >> story from the went bigger and bigger till Papel Sandy was born. And from there you went into the goyisha market. We have we have we have a very very beautiful um array of different types of businesses, different industries. We do the health care. We do banking. We do fashion. We do media. Um corporate business is a very very big part. And not only that, the corporate business in the heimisha world has grown exponentially. We do tremendous beautiful items for heimisha companies, whether it's nursing homes, whether it's uh accounting firms, whether it's law firms. We have a tremendous a beautiful beautiful line of product and a lot of customization options that we love to work with people with their colors and their concepts. Everybody has an eigen mishigas. But at the end of the day, everybody loves it. And we really really appreciate the feedback. And it's a true nachas for all of us. And how do you took the cake? And here we have Let me turn the camera to Yankee. Hey. Yankee, I want to see a hug over there. I want to see a hug over there. Wow, two drummers. How are you keeping up with your drumming? Keep up with >> the drums. This is This is the Do you remember this machine? from being thrown out. >> [laughter] >> He's like, "Do I remember this machine? I was staring at this in my living room for 9 months." >> Pop sanity where the insanity happened. This is This is an incredible incredible story. I mean, this is Rosie like I showed you the door and you just opened the door and went out. Right. He turned lemons into lemonade. You really did. >> Unreal story, Yankee. Insanity How bad That's where the name comes from. It came Check it out. Pop sanity. Unreal. So, that's where the name was like invented from this insanity of the story. So, we had a big problem because we wanted to name the company, but I don't want it to be superior quality, very good, you know, it's not, you know, so we had to come up with a name. And but I wanted a name because my vision was to not only sell the small, you know, the heimische groceries. I wanted to go out to the world and I wanted to sell nationally. So, when you come out and you want to do something nationally, you have to make sure you have a trademark on a name and a registered trademark and things of that nature. So, I was looking for all names and this wasn't available and that wasn't available and nothing We had all the contests and people Colonel King and all kinds of different craziness. I said, "Yankee, we have to get to market. I need a logo. I need packaging. What are we doing here?" It was almost a year That's right. You were a year trying to come up with a name. Yeah, so remember that? It was like I think July 4th, 3:00 in the morning. Okay, I said, "Yankee, Yankee, Yankee. What do we do? When we give the When we give the popcorn to people to taste, what do they say?" So, he said there's two things here. Remember One was Wow, this stuff is sick, right? That was one thing. So, we were trying to do maybe s i i k. Right. It was sick. Or the other thing was, you know, this popcorn is insane, right? Right? And then >> Right. So, then you [laughter] had I said, "Well, it depends who you go to. If you go to one guy, he's going to go, 'Oh, this is not This guy always forget about it. It's not happening. It's not happening.' One of This is great. Like, this is really, really This is amazing." You know, you had different types of people. But a lot of people said, "Wait, this is pop? This is This is This is insane." Insane pop pop sane pop insane pop insanity. Pop sanity. Have a little pop. That's it. Let's get Pop and Pop Insanity. I want to point that out. I didn't realize your whole entire place is parve. Everything. Yes. Only parve. >> I did not even realize I tasted it but I thought it was milk. And by the way, we're under we're we have two we have we have two hashgachas. We have OU parve as well as Menachem Tzion Tiveria that we love working with. OU has been absolutely amazing. There's so many things that that that that we that we constantly constantly [clears throat] are trying to improve and design. Let's get popping with the Pop Insanity. Rabbi Yanky was great being here. It was great coming down. It was great to hear your story. Great to see your company. We've been working on something very very special for quite some time and I want to show it to you. It hasn't been seen by anybody yet but Chaim, you're the guy. Let's go. Let's do this, man. Let's get popping. This is what we call the grandstand. Now, let me explain to you why. Comes in two colors. No way. That's insane. >> [snorts] >> Now. >> That is insanity. It's cool. This is an amazing box. It's it's hard. I don't I don't know if it's wood. I I should really know that but it's a very very rigid rigid box and the key to this box is not only is it a beautiful presentation when someone gets it as a gift, it's also a centerpiece. You put it in you put it right there. It's a statement. Now, the amazing thing was and I'd love Yanky to join me for this part of this because I said when I when when and why why did this evolve? Because we have customers that say, "Aaron, we've been buying your stuff for years." And we have the customers and then then our clients I need you to come up with something very special from a packaging standpoint and from a flavor standpoint. Well, I said packaging I could help you. Flavor, yeah, how you doing? >> [laughter] >> So, I take Yanky. We have this He takes me into the kitchen. He's asking me, "What are the flavors? What do I want to accomplish? And without getting into how that process went, this is boring. Let me give you the flavors. Here, we have something called caramel macchiato. Could you tell us what that is? I I don't know. Macchiato is coffee. It's coffee. So, it's caramel. It is Well, a typical macchiato you have a a a caramel base. It's a caramel base, right? With a with a white cream kind of like on top of the frosting. I don't want you to talk too much. You have to taste it. How you doing? How you doing? >> Okay, now over here, this is something that is ridiculous and it's a very All these flavors are not mass produced on the machines that you saw. All this is done by hand, by him only. Wow. This is called cashew truffle. >> [snorts] >> I don't know how many coatings of different chocolates I I don't know, but I eat it. >> You eat it. >> It's crazy. It's madness. Crazy. You don't understand. Right, Yanky? It's It's a chocolate white drizzle. Why don't we say this is mysterious? >> Oh, no, no, no, no, no, no, no. Hold on, we'll talk about that soon. Now, whoever likes fudge brownie with a little bit of white cream drizzle, just perfect. How you doing? Right? And now here, we have something that's a peanut butter [snorts] base with caramel with uh different type of crunchy, I don't know what you call it, wrapped in confection sugar. It's delicious. This is called peanut butter avalanche. So, we have peanut butter avalanche, we have fudge brownie, we got caramel macchiato, and we got cashew truffle. All right. It comes in two sizes. You open up your box, you just put the legs together, bada bing bada boom, you're done. Wow. Wow. Wow. So, you don't sell this in stores. >> going to be available by us directly because I only made a limited edition. >> Oh, wow. So, even the flavors even the flavors are not in Cuz it's an expensive product. But it's not in the stores. >> in the stores. This is not going to be in the stores. It's only sold in this box and it tastes like it was just made for you. Whoever you gift this to, they don't need your 21 Glenlivet, they don't need your Blue Label. They've been there, they've done that. >> got guts to say that. >> item. This is the item, brothers. I love the concept of popcorn. They took it to a whole new level, a corporate level, a real elegant elegant level of popcorn. There's not many popcorn companies that are served in uh high style events, like a wedding or or or a big convention. Because, you know, there's a time and place for everything. Sometimes just somebody wants some regular popcorn, but sometimes somebody wants a decadent dessert with the marshmallow and the cookies and the nuts and all the different types of flavors that we offer. Mhm. That's what our specialty is. >> That's your specialty. So, look at this. Perm So, these are some of our perm items, Wow, beautiful. >> which is perfect. You have one flavor of our nuts, our cookies and cream popcorn, and a hamantaschen. It comes in two different sizes, two different colors. Look at that. That's it. >> items like this that have a hamantash packed in here. So, if you have you want for the children or you want to give out to your employees, teachers, movers, and So cool. So, it comes in different colors. Very cool. And then we have something like this is where it's just hamantaschen. You get A starter or a gift. hamantaschen. Yes, absolutely. And you buy a bottle of wine, you buy this, you're done. No hassle. >> This is great. >> Then you have a pop popcorn, right? Three broches, a popcorn, and zinus, and and nuts. Unbelievable. acrylic boxes. We have a sampler gift that is Someone says, "Oh my god, I don't know what flavor to buy. What should I You know what? Taste all of them and then taste them all and decide. [laughter] What do you want to tell you?" >> love it. All right, brother. What's the website you can order it on? >> popsanity.com. And whoever wants um to partake in our amazing concept of corporate gifting, whether you're a moishe, whether you're a yeshiva, whether you just have a law firm, whatever it is, you I want you to call Tsvi, Tsvi Stern, 347-977-0861. All right. He's a Ziskind, he gets his business, he knows his business, he knows his clientele, and he knows what you want to get out of your gift. >> OH. >> TRUST ME, CALL HIM. I'm going to wait, call him right now, this thing smells too good. This is insane for corporate events. Have a call Tsvi, now let's dive in. >> [music]