New tortilla chip getting attention in the suburbs

A cartoon character donkey serves as the logo for a growing tortilla chip company based in Carol Stream.

Donkey Chips are making their way onto more and more grocery store shelves as the family-operated company continues its sales and marketing push.

When creating the company about four years ago, the owners wanted a "fun, easy-to-pronounce name" that also would be easy to remember.

The marketing effort appears to be working as the business is growing fiercely. Co-owner Lauren Tisljar said the company grew 161 percent from 2008 to 2009. "And we're looking to double in size again this year," she said.

The chips, that sell for about $3.30 a bag, are currently found mainly at independent grocery stores, including Sunset Foods, Caputos, Eurofresh Market and Woodman's Food Market.

"We're in talks with some of the bigger chains," Tisljar added.

She operates the business with husband Robert, father Lio Bernacchi of Carol Stream and cousin Amanda Gallo and her husband, Dominic of Bartlett.

The current evolution of the business originated from Bernacchi's experience in the food distribution industry. While working in food distribution for 30 years, he discovered El Jinete Chips out of Wisconsin that featured a donkey on the packaging. He saw that the chips were popular and when he didn't have them on his truck, store owners often asked about them. Even so, the business started to falter, so his family purchased it and the recipe for the white corn chips.

"It's the recipe that makes us different," Tisljar said. She added that the white corn and the fact that the chips are fried in all-natural corn oil gives them a distinct taste.

The authentic-style tortilla chips are handmade and seasoned one batch at a time in Carol Stream, said Tisljar, a resident of Elmwood Park.

"We saw this as an opportunity for a family business," she said.

• Kim Mikus covers small business. She welcomes comments at kmikus@dailyherald.com.