LITTLE GUYS FIGURE IN THEIR PLANS

Ken Bowe, administrative director of Blue Ridge Farms Inc., has been distracted in recent months by a recurring annoyance.

With only 130 of the firm’s 500 employees eligible for its 401(k) program, Brooklyn-based Blue Ridge is the kind of small operator that leading mutual funds didn’t even think about just a few years ago.

Today, Mr. Bowe is frequently called by salespeople seeking the food processor’s retirement fund business.

“I hear from companies constantly — all the major players wanting us to invest in their products,” says Mr. Bowe. “It’s become a real pain in the neck.”

It may have taken a while for them to start paying attention, but few insurance companies, banks or mutual fund groups are ignoring small businesses today. Their new focus is based on solid reasoning: The large-company market has become saturated, but 75% of firms with fewer than 100 employees have no 401(k) plan. Of those with 50 or fewer workers, only 11% have a 401(k) program.

“The sheer scope of the market is incredibly appealing,” says Bill Carey, senior vice president of marketing and sales for Boston-based Fidelity Institutional Retirement Services Co.

“There are nearly 2 million companies out there with under 100 employees.”