Business success, as with many things in life, can often come down to luck and timing.
The first one is generally out of a small business owner's hands, but those who have a product to market that is in keeping with the changing demands of consumers will always have a fighting chance.
And for businesses that also have the requisite drive and ethical-mindedness, there is no reason why the greatest successes cannot be theirs.
That is the philosophy being followed by one small business which is hoping to establish itself as a national brand over the next few years.
Crispy Green, which is based in Fairfield, New Jersey, specialises in freeze-dried fruit snacks that are gluten- and nut-free and provide a healthy alternative to chips and candy.
It has its finger on the pulse, allaying people's growing fears over the health of their families by providing snacks that are also free from additives and preservatives.
And the positive online PR that it will have generated from exposure by the New York Times recently is sure to help it on its way to becoming a national brand, from one that currently has just seven employees.
In an article entitled 'Can Crispy Green Go National?', the publication highlights the fact that the company just might have the drive to succeed in making such a transition.
Angela Liu, chief executive and founder of the company, explained one of the reasons Crispy Green is enjoying success is because it treats all its customers - from the smallest mom and pop stores to the largest chains - as equal.
"I think like a shopper," she told the news provider. "What I don’t want in the middle of a recession is for prices to go up on a favorite snack."
The paper explained that by making sure she didn't give major chains an advantage over the small stores that had helped her establish Crispy Green, she managed to secure customer loyalty at a time of great financial duress for many retailers.
And it is a strategy that seems to be paying off for the company, which has also been covered by national magazines Real Simple, Women's Health and Parenting, as well as the website for the Examiner.
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