Sunday, November 07, 1999
Getting on with the goetta guy
Meat company owner promotes pizza, Web site, even GLT sandwiches
BY CHUCK MARTIN
The Cincinnati Enquirer
Probably nobody knows goetta like Dan Glier.
His father, Robert, was one of the first to commercially produce the German-style breakfast food in 1946, when he started Glier's Meats in Covington. Since taking over, Dan has made Glier's the largest goetta-maker in the world, producing nearly a million pounds a year.
This time of year, when the weather turns colder, goetta consumption increases. But Mr. Glier wants to sell more. He is spreading news of the oats-and-meat loaf, which until recently was only consumed in the Tristate, with a Web site (www.goetta.com) and by promoting goetta pizza, GLTs (goetta, lettuce and tomato sandwiches) and other non-traditional uses of the product. In February, Glier's will make history by introducing goetta sausage links.
We caught up with Mr. Glier one day at breakfast, when he was cooking — no surprise here — goetta.
QUESTION: How do you prefer your goetta cooked?
ANSWER: “At my house, it depends on who's eating it. My wife likes it crisp and I like it soft. ... Sometimes, it also depends on what you're going to do with it. My brother-in-law's daughters from New York fry it real crisp and pour nacho sauce on top. It's great.”
Q: Which goetta accompaniment do you prefer?
A: “Cold homemade applesauce. I run the fork (of goetta) through the applesauce. Toast with grape jelly on the side.”
Q: I've heard that some people argue over whether you need to fry goetta in oil. What is your preference?
A: “The original goetta has enough fat to fry on its own. Low-fat goetta doesn't.”
Q: How often do you eat goetta?
A: “Two to three times a week, especially when it gets cold.”
Q: Goetta is a big part of Cincinnati's heritage, isn't it?
A: “Very much so. There is a following. We've even adapted the word "goetta missionaries.' We just got a letter from a woman in Lexington, Kentucky, who says she's holding goetta breakfasts to introduce people to it.”
Q: How do you get people to buy it?
A: We've battered our heads and found out that (cooking) demonstrations are the best way. We did demonstrations (at Kroger stores) in Louisville a couple of years ago. It was during Lent and probably not the best time, but 99 percent of the people who came up tried it.
Q: What's the key to getting them to sample it?
A: “Kids. It smells great cooking. The kids try it. They like it and then their parents try it. Adults tend to be more skeptical.”
Q: What do you say when people ask what's in goetta?
A: “Pork, beef, steel-cut oats, herbs and spices.”
Q: And what do you say when they ask what kind of pork and beef parts?
A: I read the label. Pork and beef broth, pork skins, pork hearts. If you're squeamish about something, read what's on the label.”
Q: So what's your primary marketing plan: To get people in other markets to eat goetta, or to convince people here to eat it in different forms and at different times of the day?
A: “It's really both. But if we can assume goetta lovers here eat it twice a week, and then we can convince them to try our new products an extra meal or two ... Gee, we could double our business.”
Q: What would your dad say about you pushing goetta pizza?
A: He'd love it. He loved goetta.
Q: What do you think of the goetta pizza (available at Trotta's Pizza, in Westwood)?
A: “I'm not really one to judge. I'm not a big pizza fan to begin with.”
Q: Do you ever dream about having goetta served on every dinner table, in California even?
A: “Sure.”
Q: How about dreams of having people order a “goetta burger” at drive-through windows?
A: “Yeah. My way of thinking is goetta would have a better curb appeal than a veggie burger.”
Q: So, has anyone called you Mr. Goetta, yet?
A: “No, but somebody did call me "The Goetta King' once.”
Q: Does it bother you that many people smile when they say goetta?
A: “No, it is kind of whimsical.”
Q: It is a funny word.
A: “Definitely. People still ask us where we got the name.”
Q: Ever wish goetta had another name?
A: “Yeah. But I can't think of one.”
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