From Idaho Startup to National Success 

What began as a way to help relatives living abroad has become a fast-growing Idaho business. Its success did not happen overnight, and it likely would not have happened without Idaho Housing’s Collateral Support Program. 

In 2018, Cherie and Jon Hoeger founded Saalt to address the need for sustainable alternatives to single-use feminine hygiene products. 

“We saw a gap in the market for well-designed, U.S.-made products that were made for women’s bodies,” Cherie Hoeger said. 

Both founders believed in the promise of high-quality, long-lasting reusable products, as did their longtime banker, James Latta at Idaho First Bank. But building a business that requires significant inventory upfront takes capital. 

“It gives bankers heartburn when your lead time from inventory to finished product is nine months,” Latta said. “The Collateral Support Program provides cash collateral to carry that inventory for a longer period of time.” 

That early support helped Saalt scale quickly, fueling double-digit annual growth. As it expanded, Latta worked with Idaho Housing’s team to increase collateral support along the way. 

Today, Saalt products are sold at Target and Walmart stores nationwide, as well as through online retailers such as Amazon and Costco. 

“We’ve learned that the biggest opportunity can also be the biggest bottleneck for a business,” Jon Hoeger said. “This program enabled us to bring opportunities to life that, frankly, we would not have had the cash to pursue otherwise.”