WALLA WALLA, Wash.--After launching Rarefindsinc.com in April, Owner Kris Reed is already looking to expand her online artisan food e-tail business.

With two employees in place, Reed plans to hire three additional workers by 2007 and hopes to open a retail location in the Washington area late this year or early next year, she said. Rare Finds sources products from small vendors across the country, seeking fresh and/or organic products, products that are made by hand and in small batches, and those that are minimally processed and have minimal distribution beyond local farmer's markers and specialty retail stores.

"We created this business model because we saw a need to provide a consistent market place for artisan producers beyond the farmer's market," Reed explained.

With offices and a 900-square-foot warehouse here, Rare Finds ships packaged products via FedEx from 20 manufactures to consumers. Reed said she is looking to expand her inventory and has begun searching farmer's markets for products. In the future, Reed expects to sell wholesale to retailers, but for now wants to focus on one thing at a time. "I really believe in measured growth," she said.

Reed is marketing her Web site online with search engines such as Google, Yahoo and Froogle.

She also plans to advertise on several major food sites, including The Nibble, Epicurean and Allrecipes.com, she said. Reed has a background as a marketing technology professional, having worked in the industry for the last 20 years.

She used her knowledge of systems to create a stable platform on which to grow and develop her business, she said. She has a passion for food and has degrees in hotel and restaurant management and communications.

Products Reed sells on the site include those she finds at farmer's markets, such as Loco Luna Lava Extreme Hot Sauces, made by Loco Luna Gourmet Foods, McKinney, Texas; Lopez Larry's line of cooking sauces, produced by Lopez Larry's in Mount Vernon, Wash.; and Moosewood Hollow's infused maple syrups, made in Plainfield, Vt.

"We wanted to support these artisans because they're creating minimally processed foods of tremendously high quality and flavor," Reed said.

Rare Finds provides the option to create custom gift baskets using full-sized products.

Ready-made baskets are also available. Right now Reed only offers shelf stable items, but hopes to get in to perishables in the future.

"Our goal is to create sustainable business for our vendors," Reed said.

"While many of the producers don't want to become huge, I think it will be great when we've managed to garner so much exposure for an artisan that they won't fit our vendor profile anymore. Then I'll know that we are really successful," she said.