SOUTH BEND — Rick McKeel, president and CEO of South Bend’s New Carbon Co., believes his business has avoided the effects of the recession by a simple strategy — choosing not to be a part of it.

“We decided not to participate in the recession,” the Niles resident said. “I think there’s a mindset where you say we’re going to grow and we’re going to be innovative and we’re going to find opportunities in this market, whatever the conditions. It’s about positive thinking.”

New Carbon Co., which sells waffle and pancake mix to the food service industry, has had back-to-back record sales years and has seen the company grow from 31 to 76 employees between 2004 to 2010. Since McKeel became CEO in 2001, the business has increased its sales from $12 million to $34 million annually.

As a result of the company’s success, McKeel was named Small Business Person of the Year for Indiana by the U.S. Small Business Administration. He also attended and was honored at the Salute to Small Business Week in Washington D.C. last month.

At the conference, McKeel was one of 16 people selected to meet with White House staff to discuss the challenges small businesses face at an event called Champions for Change. President Barack Obama was supposed to be in attendance but he couldn’t make it due to a scheduling conflict.

McKeel recognizes the challenges of the recession but says New Carbon Co. has actually taken advantage of the country’s weak economy.

“We’re growing internationally with the weaker dollar,” McKeel said. “That tends to lend itself to international distributors coming in and getting the product since it’s affordable.”

It also helps that the company has an incentive for clients.

“What we do that’s unique is that we make waffle makers and give them to a restaurant for free if they use our mix,” he said.

The company also services the machines for life.

That strategy, combined with a workforce constantly looking for new opportunities, has been key in the company’s success, according to McKeel.

“For me, it’s about all about our people that we have at our company. We have really, really good people, and that’s why we’re successful,” he said.