Laurie Wink, The News-Dispatch
lwink@thenewsdispatch.com
MICHIGAN CITY - Chicago's loss will be Michigan City's gain this year, as Continental Biscuit Co. moves production of its Maurice Lenell cookie lines to Michigan City Baking, 502 W. U.S. 20.
CBC bought the bankrupt Maurice Lenell Cooky Company about six months ago and is moving the baking equipment and production jobs here. Michigan City Baking is one of seven plant locations owned by CBC, based in McComb, Ohio. Established in 1963, CBC makes cookies and crackers that are sold by some of the largest food companies around the world.
CBC will continue producing Maurice Lenell cookies and plans to expand distribution throughout the Midwest, according to Roy Jasper, vice president for marketing and sales.
"The goal for 2009 is to get Maurice Lenell products back on store shelves," he said. "We intend to keep the brand alive and well and add to the production."
That's good news for Michigan City, where some 95 percent of Maurice Lenell products will be made, Jasper said. It will take two months to move the bakery equipment to Michigan City and get everything up and running.
The Maurice Lenell Cooky Company was in business in the Chicago area since 1937, and its products developed a devoted customer base, Jasper said. Heavy demand at the Maurice Lenell Outlet Store in Norridge, Ill., on its last day Dec. 30 caused traffic jams at the Harlem Avenue location, according to Jasper, who was contacted by Norridge police.
"It was like someone said nobody can get a cup of coffee again, so you go find one," Jasper said.
About 70 percent of the Chicago business was done in the last three months of the year, when holiday cookies and gift tins were turned out. Jasper said moving the operation to Michigan City Baking was a logical choice, since the local plant recently expanded and it's close to Chicago. The Maurice Lenell production will expand from a focus on holiday sales to everyday retail sales, said Jasper, who anticipates another expansion in the Michigan City facility but doesn't know when it would occur.
The defunct Norridge plant employed 60 people at the height of production, creating hiring opportunities in Michigan City. Jasper said his plan is to double the Maurice Lenell business in two years, moving it from $10 million to $20 million in sales. That could potentially double the jobs at the local plant.
Michigan City Baking now produces about 40 varieties of cookies and crackers and employs some 420 people, according to plant manager Ed Shackelford.
"We're hoping for good things in the new year," Shackelford said.