
Jane Matinair, Greg Bach, Calvin Butenoff coming to you live from our studio at Radio Park in Racine.
You can always join us, call or text the number is the same, 855-752-4842.
Leave a comment if you're watching on the live stream on Facebook, YouTube and what used to be Twitter.
We try to do this on the first Monday of every month.
It's an opportunity to highlight businesses
in Wisconsin outside of the dairy industry.
So we are delighted to welcome our guest to a segment Calvin that we call...
Beyond the Cheese.
Hey, Jane, Greg, nice to be with you guys this morning.
Really excited
you.
Where are
I'm actually out in Sioux Falls, South Dakota right now.
I had deliveries across Minnesota and Northern South Dakota this morning.
Just finished up here and now I'm heading out to Rapid City, South Dakota.
Yeah.
been doing this route for 10 years.
I have a few distributors out here that carry our product, but there's a few stores that just don't buy from one of the distributors.
I'm in one or the other, and these guys have helped me found this company from the go, and so I just kind of feel loyal about coming out and keeping them stocked up with maple syrup.
That's so wonderful.
That's incredible customer service, Mitch.
Seriously, I don't know that anybody does that anymore.
Well, tell us a little bit about the story of Skinny Sticks.
First of all, how you got started in Maple Syrup, and then I want to talk to you about the name of Skinny Sticks.
We'll get to that in a minute because your kids are involved in that.
But talk to us first of all about how you got into producing Maple Syrup.
So I was attending a trade show down in Nealville.
for a company I was working for called Membrane Process and Controls.
When I worked for that company, we built RO systems, nano micro filtration systems for the food, dairy and beverage industry.
And in 2008, the economy kind of took a downturn.
And so the big projects for like the Mullins, cheese, Sargentos, Belgeotios, AMPIs were kind of just
on hold, and so the company founder, Joel Stencil, started building these small RO machines for the maple industry, for maple producers, so you could concentrate up your sap prior to cooking it, save a lot of time and fuel.
And so while attending that expo, a maple syrup producer and I kind of hit it off, and he says, hey, he asked me if I drink, and I said, well, I like a little wine.
I said and I like a brand-new old-fashioned once in a while and He saw I got something you might like so I rolled over to his table and He poured sorry I better shut off my GPS here And he poured this little paper in this little paper cup this clear liquid and I took a drink and I'm like whoa me it was a it was maple wine
and I started thinking myself I got maple trees I can make this and so I'm paralyzed from the chest down okay so my wife and kids are going to have to go out and tap these trees and and do this stuff for me you know doing the doing the collecting and so I bought some equipment so that we could tap in our backyard and I called my wife on the way home and said hey hun will you help me tap some trees this year and she's
Hesitated a little bit.
Oh sure and I told her what I wanted to do, but I could picture this this really light bodied White maple wine being sold as a dessert wine in high-end restaurants I mean the marketing wheels were just turned on sure and so Anyhow, so they tap those trees that 10 true about 25 taps and bags and holders and whatnot and we tap 10 trees in the backyard and these were
some like 25 year old maple trees that had been planted back in 1982 by the prior owners of this this property and For several days We were getting nothing and so I called some other guys around that do maple syrup and I was asking me is your is your sap running?
They're like, yep.
Yep.
It's running good I was like, what am I doing wrong or I was thinking what did the girls do wrong which they didn't do nothing wrong we uh
went over by Stetsonville and I used to own 40 acres over there and I put the other 15 taps out there because they were much larger trees and that was on a Friday then on Saturday we went out there to check on it and the bags were all half full I'm like yeah we're gonna get this the sap I need to be able to make this wine and we went out on Sunday
and all of my bags and taps and holders were gone.
Somebody had come on Saturday night and stole them all.
I
just shaking.
Yeah, I'm like, oh, I was so mad.
I wanted to start cursing their daughters and wives and to be barren, you know?
I'm like, I was so mad.
And my wife reminds me, she said, how are we supposed to treat people who misuse us?
I said, we're supposed to pray for them.
So I prayed that whoever stole that stuff would be so wealthy.
Successful, they never feel like they need to steal again and we
and there's those can we had left sitting at home and the bags are just flapping in the wind And I I pray it acts I said God, you know, you make the trees grow and the sap flow, you know what I want to do Please give me what I need and for the next morning I came out and those bags were still flapping in the wind I went to work and came home that night and during the day they just turned on and two of the bags got they
pulled out of the tree the bags got so
sap yeah and so i got the sap i needed we ended up getting about 80 gallons of sap i made 50 gallons of maple wine out of that sap and the amazing thing was the sap out of those trees was four to eight bricks depending on which tree we were testing and a normal normal wisconsin tree is like one and a half for soft maple
Up to two and a half those are that's kind of your average range of sugar content than your sap and these trees were amazing And so I made my 50 gallons of wine I had the sap left over and I asked my friend Dougie if He wanted the sap and he said no it wasn't worth his time to cook down.
He said just boil that down on your stove and I asked him how do I know if it's syrup?
He said well you boil a pot of water next to your sap and he said is your
water evaporates, your sap becomes more dense, and it holds more heat.
And once your sap is boiling seven degrees above the boiling point of water, he said, you'll have perfect syrup.
And so I watched it carefully, and I did that.
And we ended up making eight quarts of syrup.
And I bottled that up in just mason jars.
And I gave some to the neighbor down the road, whom we bought the property from, some friends, family, and in a month.
I told the neighbor down the road about how fantastic the sap was.
It didn't take hardly any like 30 gallons and and we made eight quarts and Helen was like, oh, I was wondering if those trees were going to be as good as advertised.
That's what he's talking about.
So those those 50 trees in our backyard were planted by them in 1982 were part of a tree improvement program developed by the University of Cornell and
They partnered with the University of Wisconsin and the University of Wisconsin reached out to maple syrup producers back then and asked them if they wanted any of these super sweet maple trees.
They're not genetically modified.
What happened was most maple syrup producers will tell you certain trees have higher sugar content than others.
And so what the University of Cornell did is they went out into the Appalachian Mountains and they tested over 55,000
maple trees and of the 55,000 they took cuttings off of 55 of those the highest sugar producing trees they found and they put them on rootstock and grew trees out of those that they called super sweets and then they let them go to seed after time and Those trees produce these super sweets that I have
There were 500 trees offered to the maple syrup producers of Wisconsin back in 1982.
Noel and Helen planted them in a hayfield just north of their house.
They went out on lottery.
So a maple syrup producer, 10 maple syrup producers in the state of Wisconsin had the opportunity to purchase 50 of these trees.
And Noel and Helen just happened to really take care of them, plant them in the hayfield north of the house.
and watered them through the droughts, pulled the sap suckers off as they grew.
And the other producers that got them planted them out in their woods where predation got them, squirrels and deer chew them off.
So this is the only known, what would we call sugar bush of those original super sweets
1982.
The rest of them are dead.
So we have people that come by and
We'll buy a few trees every year.
Um, but so you know, that's how I got started in a month later after I had given this syrup away.
I started hearing back from people that, well, that's the best syrup we've ever had.
If you make that again next year, don't give it to us.
We'll buy it from you.
Yeah.
And so next year come around and I tapped those trees behind my house and I tapped the trees from trees up the road on a church woods.
And when I made the maple syrup from
Behind our house again, it was fantastic.
It's a butterscotch flavored maple syrup But the syrup I made from those soft maples on the church woods had a cinnamon flavor to it So I called Dougie and asked myself am I doing something wrong?
I said my syrup hasn't got a very strong maple flavor It's butterscotch and cinnamon and Doug said no that'll happen depending on your your woods and you know every year it'll change and sometimes
day to day your flavor will change depending on where you get your sap from that day.
So I ended up doing a little research and the University Cornell did a study back in the 80s and they identified over 300 distinct flavors of maple syrup that are naturally occurring whether it's honey, butter, vanilla, butterscotch, cinnamon, mocha.
wild.
Those flavors are developed based on your soil type, your
tree genetics and your processing and growing conditions.
And so in Central Wisconsin, we have a really highly sought after flavor.
It's that nice buttery vanilla flavor in Western Wisconsin.
The producers over there will make a seem to have a lot stronger maple flavor until you get down into the sandy bottoms near O'Galley or the Mississippi River.
And they produce a really nice earth tone flavored
Maple syrup.
It's almost nutty.
I would I thought the one producer I'd love to buy all of his syrup, but my wife doesn't like it I told my buddy.
I said if you could tell me your tap and butternut trees I said I could bottle that up as butternut syrup and sell the heck out of that But it's maple syrup.
It just doesn't have that that maple flavor.
So
That's so
There's a lot of variety here in
Mitch Hoyt is our guest.
He's the founder and owner of Skinny Sticks Maple Syrup.
Mitch, we got a break coming up in just a second.
So it's kind of like honey because I have heard too that honey will have different flavors depending upon where in the country it is and what pollens and flowers, the bees are feeding upon and everything like that.
So it kind of.
We're going to have to have a maple syrup tasting.
Yeah, exactly.
Jane Matt and Air, Greg Bach and Calvinator on the Board, coming to you from our studio at Radio Park.
In Racine, you can join us call or text at 855-752-4842.
Leave a comment if you're watching on the live stream, on Facebook, YouTube, and what used to be Twitter on the first Monday of every month.
We try to go beyond the cheese and highlight a business or industry in Wisconsin outside of the dairy industry.
And we are joined by the founder and owner of Skinny Sticks, Maple Syrup, Mitch Hoyt, is joining us as he's on the road making
deliveries of maple syrup.
That's the kind of hands-on service that you get from this man.
And Mitch, I just wanted to share one text that came in from Mary in Wauwatosa.
She says, I just love heartfelt success stories like this maple syrup entrepreneur.
And so, well done to you.
You're also a U.S.
Army veteran, and thank you for your service.
But let's talk a little bit about the name where skinny sticks came from, because from what I understand, your kids were involved in this.
Yeah, so when we grew to the point after that second year There was a store in Wausau that said they'd like to carry my product and I at that point when you start selling retail you have to become licensed and I just didn't know how big this thing was gonna get so We decided yeah, let's let's give it a try so we got inspected and we had to come up with a name for our company
And I asked the girls what we should call it.
And my daughters were saying stuff like Hoyt's maple syrup or Hoyt's sugar bush.
And I said, girls, anybody can put a name on the bottle, a bottle, and sell a product.
I said, I'd like to create a brand.
I'd like it to identify the source of the product, which are these tall leafless trees we tap every spring.
And if it means something to us personally, that's just a bonus.
And my wife was in the kitchen.
She overheard this and she's like, hey.
How about skinny sticks?
I'm like, you're a genius.
Several years earlier, our daughters had, when I'd been in my accident in 06 that paralyzed me, my daughters had asked what our last name meant.
And so we did some research and Hoyt traces its origins back to a 1400s old English word that was used by the English lords to describe their Scottish sharecroppers.
They would call these Scottish sharecroppers Hoyt and the literal translation of Hoyt is tall skinny stick So they were literally these tall they were tall scrawny Scotsman and so I'm like Chris as genius.
You're uh, you're you know, this is destiny.
We were meant to be syrup producers in America.
So That's that's how that's where the name comes from and it identifies the source primarily and it does mean something to us personally so we put the S
apostrophe on the end as a possessive plural and I've had grammar Nazis reach out to me and say hey you got your apostrophe in the wrong spot on your name and we don't it's possessive plural meaning it's
point that belongs to all the Hoyt's
always someone who's going to come out
OK.
This is amazing that I picked up 400 stores DSD in that third third year and a distributor picked up our product out of Des Moines.
They distribute to all the high V stores in the nation, fairways in Iowa.
And then he
We'll see if he comes back in just a second.
While he's frozen We're gonna give Mitch one of our highly exclusive and much sought after beyond the cheese hats courtesy of Wisconsin knitwear Stephen Aronzo had those made for us if you would like one
The first caller to call through right now at 855-752-4842.
The first caller to call right now, we will also send you a Beyond the Cheese hat.
courtesy again of Stephen Aronzo from Wisconsin Network.
Let's help support this local Wisconsin maple syrup producer when he talked about the smooth buttery.
You had me at smooth and buttery.
Did anyone else hear Jango?
I did.
It's just oh.
And you can do you can bake with maple syrup instead of sugar.
You can put it on.
oatmeal, which would definitely help oatmeal.
Okay.
Calm down.
It's fine.
We'll go.
Also, and I didn't know this until they offered it as a as a big name thing.
You can warm it up and put it on pancakes.
I never knew that until they came out with that product where you're like, you could put this in the microwave.
I don't know.
I'm not a worldly man.
I've only been to Illinois.
Yeah, shout out to our loyal listener and caller Cindy from Appleton.
Cindy,
Appreciate it.
Thanks again to Mitch Hoyt.
Be safe on the roads.
And again, we'll put all of his contact information.
in our show notes, which you can find on our website at civicmedia.us.
Just go up to the top, click on shows, go to Matt and Air on Air, and then look for today's episode.
We have news coming up next.
Stay with us.
You were listening to Matt and Air on Air on the Civic Media Radio Network.
Good
Jane Matt and Air, Greg Bach and CaliTini on the board.
Coming to you from our studio at Radio Park in Racine, you can join us.
Call or text the number is the same.
855-752-8552.
4842 leave a comment if you're watching on the live stream on Facebook YouTube and what used to be Twitter.
I thanks again to Mitch Hoyt from skinny sticks maple syrup and we will include all of the links in our show notes.
You can probably order directly from him and you can also find skinny sticks maple syrup at pick and save
And if you have someone in your circle, in your town, someone that you know who has a business outside of dairy that you would like to see on Beyond the Cheese, please let us know.
Seriously, send it to Jane says.
at civicmedia.us, J-A-N-E-S-A-Y-S.
Jane says at civicmedia.us.
Again, if you, maybe you have a business
Yeah.
We were honored civic media, honored to have 38 finalists across the network.
We had 11 first place winners, including the wonderful Maggie Dawn show, community stories, Melissa Kay, Mino and the mayor.
Also got recognition for specialty programs, including Northern Lighting on Todd Alba's show and WFHR's Elf Call Center.
also awards for civic media news teams on WFHR in Rapids, WXCO in Wasaw, WRJN and WAUK here in Southeast Wisconsin, WLCX in La Crosse and also WISS in Oshkosh and Appleton.
So congratulations to all of our colleagues here at Civic Media.
But we did go to the event in Madison and the station was nice enough to put us up.
laughing very important and very serious Greg This is the episode that we like to call audio Sorbet Mm-hmm where we white lighten things up So here is the critical question for this half hour pillows
Soft, flat and squishy, or big and puffy.
8-5-5, 7-5-2, 4-8-4-2.
Pillows, what is your preference?
Flat and squishy, or soft and puffy.
8-5-5, 7-5-2, 4-8-4-2.
Pillow preference.
Pillow preference.
Pillow preference.
Is what we're talking about for today's audio sorbet.
Flat and squishy.
or big and puffy, eight, five, five, seven, five, two, four, eight, four, two.
I say this because again, I was awake all night at our hotel in Madison, very nice hotel.
I have no complaints with the hotel, except for the pillows.
They had a really good breakfast.
Okay.
They were these great, big, puffy pillows that you
They had four per bed, two long,
traditional and then two, I believe smaller decorative that were more squarish in my room.
Oh, I didn't have those.
Yeah.
Um, and yeah, I just sort of, I was, it's a borrow word from Dan Schaefer, discombobulated after the end, cause it was, it was late.
I'm old.
I was so tired.
And I just kind of, and when I say stumbled, I don't mean cause I was partying.
I was just so tired.
I just kind of like went to bed and just fell asleep.
And the next morning, I woke up and realized that, like, yeah, my head was up pretty high because the pillow situation was vast.
Okay.
All right, so and then
She's you on the live stream says I have a sleep number bed and all the pillows six regular soft and squishy One pregnancy one contour one buck week and one reading not to mention.
I'm under a blood.
I'm a blanket horror Wow only the best for my fiber.
Oh, she got fiber.
Yeah, but I mean it's
Oh, sorry, no.
So my pillow situation has changed now.
And before...
The CPAP came into my life.
I had a two pillow situation.
I had a memory foam pillow as kind of my base, but then I had a more pillow that was easier to move around and manipulate.
So not a foam, it wasn't a foam pillow.
No, your traditional pillow.
Now that I have the CPAP machine, I sleep on my back.
in one position because the other thing too is before the CPAP, I would toss and turn all nice all night long toss and turn.
And now because of this because of the machine, I sleep on my back like a plank in one position like Lily Munster.
It's really weird, folks.
I feel like I wake up and like nothing has moved on my body.
Like I'm just like my eyes open like I'm awake again.
But now I just use the memory foam pillow.
Because I want to be as flat as possible.
Yes, and the other pillow is too soft So it's perfect.
It's perfect the way it is.
So now I have to have a memory foam pillow to maintain just like My shape and whatnot is very very weird
I think the memory foam pillow I have is probably about uh six or seven inches thick so it is perfect if my head goes my head lays comfortably in it but it doesn't go all the way to the bed we're like it's like ever do you ever sleep
on a a blow-up mattress and you wake up in the morning and you're in the middle and the both sides are like yeah it's yeah so yeah now i i never like it and taco i never i mean a taco bed it's taco bed is and i'm the meat um it sees you the contour pills are memory foam and and we're awesome for
CPAP and cervical support.
There you go.
Well, there you
See, that was the other thing too is like, and that's a Calvin, I asked you the question about your pillow situation.
And I don't mean to make it about like age or like, you know, you're young, you enjoy it.
You can sleep anywhere.
Exactly.
I feel like.
Young people don't talk about this that much unless they suffer from back pain Because they can sleep anywhere and it's not until you're like mid to late thirties where Sleeping in the wrong position on the wrong thing you'll wake up the next morning and feel like someone has punished you you'll be in pain but Calvin what is your pillow situation?
Yeah, I'm with Brian.
I'm a side sleeper.
So I want my pillow to be
Hold my head so my neck is straight.
Mm-hmm.
So it's flatter though.
Yeah, so you would be relatively flatter and I will say to Greg's point about I have noticed and the thing that might finally get me to stop sleeping on my side even though I won't Is my hips sometimes do hurt in the morning?
I don't have any neck or back issues, but my hips give it time This is what awaits you my friend
Alicia on the livestream says, I need the soft and puffy because I have heartburn.
That's interesting.
So I suppose you want to keep your head up.
And I have an adjustable bed frame with the head raised.
Yeah, OK, all right, all right.
We for like half a minute talked about the sleep number bed But I was such a bad sleeper at the time that I felt like a sleep number bed would be useless to me Like it's supposed to make you excuse me supposed to make you feel better sleep better all those things But I was such a horrible sleeper and they're expensive.
Yes.
They are expensive very expensive so Maybe in the future, but right now I just love a king also Jane let's just
The hotel was very nice and thank you very much for getting in the first seat of this meeting.
I really appreciate putting us up in the hotel.
You know what I look like.
I'm a, I'm a- You're a bigger person.
I'm a giant Santa boy.
Please, Mr. Sandman, won't you bless me with a dream?
Make her complexion just like peaches makes me free.
Give her two lips that look like roses in the clover.
Then tell me that my lonesome nights are over.
Sandman, I'm so alone.
Don't have the fight to call my own.
Please turn on your magic beam, Mr. Sandman.