At the International Pizza Expo, standing at 6’5”, DeGroat, the owner of Popp’s Trophies in Walden, New York, was hard to miss. He was covered in pizza peel magnets, sparking curiosity from attendees who couldn’t help but ask about his unique attire. With a smile, DeGroat answered every question: Yes, he made the magnets. Yes, they’re for sale. And yes, his business card was also a pizza peel magnet.
The reaction was unanimous: “These are awesome,” said many, and DeGroat captured every moment through his Ray-Ban Meta Glasses. But how did a trophy maker from a small village in Upstate New York get involved in the pizza industry? The story behind the success of his pizza peel magnets is one of innovation, family connections, and a bit of entrepreneurial luck.
A New York Trophy Maker Turned Pizza Magnet Entrepreneur
DeGroat’s journey started in Walden, where he dreamed of becoming a Major League Baseball player. After two seasons at SUNY-Cortland, he realized his baseball career was unlikely to take off. Returning home, he took up landscaping until he heard the local trophy shop was for sale. The shop had been in business for about 25 years, and the owners were ready to retire. DeGroat saw an opportunity, acquired the business for a modest price, and began his trophy-making career.
With little formal training, DeGroat learned the ropes of engraving trophies, plaques, and memorabilia, gradually expanding his skill set. He started offering wood and glass engravings and later taught himself full-color sublimation, a complex process allowing him to print vivid images onto various surfaces. Over the years, Popp’s Trophies grew steadily, but it was a holiday project that would change everything.
The Spark: Pizza-Oriented Christmas Ornaments
DeGroat’s close friends owned Franco’s Pizzeria in Walden, and each holiday season, DeGroat created custom Christmas ornaments for local businesses, including Franco’s. In 2023, he decided to print a photo of a generic pizza onto an ornament shaped like a pizza peel. The result was spectacular. Curious about the potential, he tested the idea further by printing an image of one of Franco’s pizzas on the ornament. The outcome was even better.
The owners of Franco’s loved it, and DeGroat began to wonder if other pizzerias might be interested. He sent a test pizza peel magnet to DeLucia’s Brick Oven Pizza in New Jersey, a well-known pizzeria that had earned a 9.4 rating from pizza critic Dave Portnoy. Christian DeLucia, the owner, was quick to respond: “These are awesome. We’ll take 100.”
Emboldened by this initial success, DeGroat sent samples to 40 other top-rated pizzerias, including legendary names like Luigi’s in Brooklyn and Sally’s Apizza in New Haven. His formula of using high-quality photographs of pizzas taken directly overhead proved successful, and the orders began pouring in.
Growth and Innovation
Realizing he was onto something big, DeGroat expanded his reach. He redesigned his website to allow pizzerias to upload their own photos and order free samples. He began running social media ads and even sought legal protection for his product, filing a patent for his pizza peel magnets.
The magnets, priced at $6 each, became even more affordable when purchased in bulk, with pizzerias able to buy them for as little as $2.50 per unit. The average order is around 200 magnets, totaling approximately $650. Some pizzerias sell them in-store, while others give them away to loyal customers. Popp’s also launched a program to partner with pizzerias to raise money for charitable causes.
A Rapid Rise in the Pizza Community
In just 18 months, DeGroat has learned the ins and outs of the pizza industry. He’s become an expert in different pizza styles and has gained insight into the day-to-day operations of running a pizza shop. DeGroat is amazed by the community’s willingness to help one another, despite the intense competition in the industry.
His appearance at the Pizza Expo, though a gamble, paid off. Unable to afford a vendor booth, he employed guerrilla marketing tactics, which resulted in positive feedback from attendees. Many had already heard of Popp’s through social media ads, and others were eager to learn more about his products.
Looking Toward the Future
In late 2024, DeGroat made another leap of faith when he and his partner, Tina, relocated to South Carolina. He hired a full-time employee to manage the Popp’s Trophies store in Walden, allowing him to focus on expanding his pizza-related business. DeGroat sees endless potential in the pizza industry, which he views as still largely untapped.
With approximately 75,000 pizzerias in the United States, DeGroat has only scratched the surface, having worked with just 50 so far. “I’m still in the awareness phase,” he says. “So many people haven’t heard of us yet. I’m spending all my time and energy growing this.”
DeGroat’s story proves that innovation, a strong work ethic, and a bit of timing can transform a small business into something truly special. What started as a hobby turned into a thriving business, and the pizza peel magnet is quickly becoming a beloved item in pizzerias across the country.
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