Purchasing Dot’s Pretzels from founder Dot Henke in 2021, Hershey’s closed the Velva manufacturing plant two years later to shift operations elsewhere. It didn’t take long for a new manufacturer with a vision for a national market to fill the void.

Tate Howe, Minot, had worked with Henke to help grow Dot’s Pretzels into the kind of success that caught Hershey’s attention. The buyout became an opportunity to follow his confectionary dream and launch Get Coffee’d from Henke’s building in downtown Velva.

Get Coffee’d is a cold brew-infused, hard chew confectionary with just 3 grams of sugar and 15 calories per piece. The mocha latte-flavored treat has 48 milligrams of caffeine per piece, equivalent to about a half cup of coffee.

“Americans love coffee and caffeine,” Howe said, adding that Get Coffee’d caters to those loves but in a form that’s convenient, easy and effective.

Jill Schramm/MDN Get Coffee’d employees Steve Marschner, left, and Antonio Holbert, center, look up from their work in removing confectionary pieces from a mold as employee Morgan Kolobakken presents another tray of completed confectionaries at the Velva plant Aug. 19.

“Because it’s absorbed and metabolized through your mouth lining instead of your stomach, the caffeine effect hits you five to 10 times faster, so you don’t need as much caffeine,” he said. “You also don’t have the inconveniences of a beverage, whether it’s a restroom or the temperature change of the beverage.”

Howe’s roots are in Bemidji, Minnesota, where he became aware of Dot’s Pretzels while working for Marketplace Foods. The grocery owner, also his mentor, invited him along to Velva in 2017 to check out the operation Henke was starting to see how they might support her efforts.

“One thing led to another and she said, ‘Will you come be my first hire and run the sales and marketing department?’ I said, ‘Well, that’s very interesting and different,’ but ultimately I did,” Howe said.

He helped Henke put a team together and promote the brand.

“I just love business so much, and I just never knew what kind of business I wanted. Going on that journey with everyone at Dot’s, you really just start to fall in love with food manufacturing and all the things that go along with it – and this state. I just love North Dakota,” Howe said. “I vetted out some other jobs around the country. With Dot’s success, it brings a lot of opportunity to people, so you feel very blessed for that. But really, I was like, man, I’ve got to just try now, and I’d been thinking about this item for a long time, but never had any of the knowledge to put it together.”

He traces the idea for a stimulant-infused confectionary to trouble he got himself into in his younger days. However, taking responsibility for that mistake, he is flipping a bad idea into a good one.

He registered his company in North Dakota two years ago and conducted the research and development phase in Minneapolis. When Hershey’s announced the closure of the Velva plant in 2023, he pounced to obtain use of the building and hire back his old team. He began moving in last February and started marketing Get Coffee’d products early this past summer.

“Dot being my partner, I know she doesn’t want this building just to sit here. I guess the way God works, it just all comes together the way it’s supposed to. And feels really good,” Howe said. “We still have a lot of work to do, but it’s a different, unique item, and I think it will bring value.”

Although early in its operation, Get Coffee’d already is bringing value to the Velva community.

Velva Mayor Mike Schreiner said Get Coffee’d has potential to put Velva on the map just as Dot’s Pretzels did. Tourists would travel out of their way to stop in Velva to see the plant that made the famous pretzels, he said.

Schreiner said Howe promotes Velva along with his product in his store signage, and as mayor, he promotes Get Coffee’d by distributing samples and letting people know about the product wherever he goes.

“It could be just as big as Dot’s potentially. Tate has a great business plan. I think it’s great that he’s hiring former Dot’s employees,” he said.

“It’s a blessing to have this opportunity to work with Tate and the team,” said Chad Ronnie, plant manager for Dot’s Pretzels and now for Get Coffee’d. He is among about 10 staff, including Howe, who have come back together to utilize their food manufacturing savvy in a new way.

Howe said it’s been a journey to develop a new product from scratch, but the challenges are smoothing out now.

“I feel so blessed to have this opportunity and to be where we’re at today, and hopefully where we’re going,” he said. Because not everyone likes the taste of coffee, he already is planning additional flavors for future caffeinated treats. He also is interested in hiring medical staff to investigate claims of caffeine’s health benefits.

A Pride of Dakota member, Get Coffee’d has placed products in coffee aisles of groceries, convenience stores and independent shops across North Dakota and has made inroads into Montana, South Dakota, Kansas, Wisconsin and Minneapolis. Having relationships with distributors through his work with Dot’s Pretzels has enabled him to get his product into markets more quickly, although he said the concept is one that requires some explanation for retailers.

“It’s a lot different than Dot’s from the sales and retail aspect. Everybody knows what a pretzel is. This one’s just a little different,” he said.

Howe said North Dakota and Velva have been great places to start a company. The ability to locate in a small, rural community that already has a trained workforce has been a bonus.

Howe said he’s humbled just to have the foundation he’s had to launch his company.

“That comes with just a lot of people wanting to help you,” Howe said. “You almost feel too spoiled.”