business & professional

30 Years In Business

Apple Marketing Co.
founder's goal is to help people in the community.

I

Josh EI'Chonen
Special to the Jewish News

W

illiam "Bill" Birndorf's career
journey started on a farm in
Ann Arbor that belonged to
his grandfather, who, at the time, was one
of the few Jewish farmers in Michigan. He
worked there during the summers, learning
the basics of business: supply and demand,
relationship building and sales.
After graduating from Michigan State
University, Birndorf returned to work on the
farm; but because of a rotten economy, the
farm was sold shortly after.
"I asked my older brother who had
been working with my uncle selling apple
juice, 'What do you think I should do?' He
responded, 'You should become a food bro-
ker: I was like, 'Really?"'
Birndorf, a lifelong member of Adat
Shalom Synagogue, was hesitant about the
idea, but he sent out 40 resumes to all the
local food brokers. Detroit had 40 different
food brokers back in the '80s.
After working for others for a while,
he struck out on his own, founding Apple

Marketing Co. in Commerce Township, gen-
eral merchandise brokers for manufacturing
companies around the globe.
He began by representing one manufac-
turer, Opti-Ray sunglasses. Soon he was rep-
resenting five manufacturers.
Birndorf kept his catalogues and price
sheets in the trunk, using milk cartons to
keep it organized. He'd drive around, stop
by stores, gather his papers and proceed
inside to refill orders or create new orders.
"Shuffling the paper:' Birndorf said. "That's
what we use to call it:'
Birndorf, the CEO, is preparing to cel-
ebrate his company's 30th anniversary on
Nov. 4.
Apple Marketing Co. grew on a yearly
basis, except in 1996, when Rite Aid bought
out Perry Drug Stores and F&M went out of
business, and 1999, when Arbor Drugs was
sold to CVS.
"But we dusted ourselves off and went out
to find new customers," Birndorf said. "We
started working more with Kmart, Meijer
and Spartan Stores:'
Today Apple Marketing Co. represents
more than 50 manufactures, including

Michigan manufacturers M. Jacob & Sons in
Livonia, McKeon & Products Inc. in Warren
and Ranir LLC in Grand Rapids.
"Since the beginning in 1984, when Bill
first started, he has been a wonderful guy to
work with:' said David Lubin, chief operating
officer of M. Jacob & Sons. "He really is our
best manufacturer's rep, and ifs great to work
with an individual who gives back to the
community:'
As Birndorf's business grew, his desire to
help the community grew as well. He's given
his time and resources to JARC, Tamarack
Camps and Friendship Circle, just to name a
few of the organizations he supports.
In March, Birndorf started a nonprofit
called Higher Hopes, serving families and
communities in the Metro Detroit area.
"1,000 Turkeys, 10,000 Smiles" is its slo-
gan. The goal is to provide at least 1,000
Thanksgiving dinner packages every year to
feed between 10,000 and 12,000 people.
"We're not just giving a turkey out; we're
including everything you need to make a
complete dinner on Thanksgiving; Birndorf
said, "including stuffing, mashed potatoes,
yams, salad and even dessert"

Bill Birndorf, owner of Apple Marketing
Co., in front of a photo he purchased for
his offices

Birndorf said he realized that a lot of food
manufactures had a history of supporting
charitable organizations and/or the commu-
nities they are based in. This includes large
international companies and local Michigan
companies. Through the efforts of national
corporations, business owners and charitable
organizations, Birndorf hopes to bring peace
of mind to low-income families in the com-
munity during the fall holiday. As November
approaches, he hopes additional volunteers
will join Higher Hopes.
Birndorf, who lives with his wife, Holly,
and their three kids, Matthew, 20, Adam,
18, and Jessica, 16, in West Bloomfield, said
he learned the basics of business by just
working on a farm. His secret to success:
"Understanding supply and demand, rela-
tionships and being truthful:"

❑

When's the best time to refinance or get a new mortgage?

We're ready and willing to help you take advantage of INCREDIBLY low rates.

•

For more information, please call Maggie Currier at 248.283.6454 or Mcurrierbankofbirmingham.com
NMLS# 407819

LOAN PROGRAMS INCLUDE: Conventional,

Jumbo, FHA, Construction & Home Improvement

All Real Estate Loans subject to credit approval and property evaluation.

I BANK OF
111 BIRMINGHAM

Member FDIC

Banking built around you.

Cr
mon

www.bankofbirmingham.com

JN

June 12 • 2014

37