Over forty years ago, our mom and dad started making English Toffee from a handed-down recipe. They gave it to friends and family as gifts for holidays, housewarmings, birthdays, hostess gifts, and other special occasions.
Through the years, the list of people who requested their toffee grew and grew. In fact, they started thinking that they were only invited to parties because the host really wanted their toffee.
As time went by, they taught their three daughters how to make it. Their daughters also gave it as gifts for every special occasion. Their friends would say, “This stuff is fantastic, you’ve just got to sell it!”
So, here we are, forty plus years later, bringing this great toffee to you, made from the finest ingredients. Our name is “Elaine’s Toffee Co.” as a tribute to our mom. We hope you enjoy our toffee as much as our friends and family do.
Elaine’s Toffee Co. was featured in a LegalZoom television ad which ran for about 7 years. This opportunity brought widespread recognition to Elaine’s. In addition, to TV, we have been written up by LegalZoom and we have been featured in many newspaper articles. We also had an 8 page spread in Where Women Cook, a national magazine.
The following is an article that LegalZoom wrote about Elaine’s:
Most of us have heard the saying, “Do what you love, and the money will follow.” It’s great advice, and it’s worked for many successful entrepreneurs. But how exactly do you start? What are the secrets of turning a passion into profit?
We asked one of LegalZoom’s customers, Janet Long, CEO of Elaine’s Toffee Company, to share her thoughts on starting a business around something she loves.
Start with a Great Product
“Well, it may seem obvious,” says Long “but first you need a great product. If you don’t have that, you can’t get your first customer.”
So how do you know if your product or service will sell? Here’s a hint—look to the people around you. For years, Long’s mom and dad made toffee that was a huge hit among friends and relatives. Sensing there was something special about their toffee, they chose to keep the recipe a secret—just in case. When Long was invited to sell the toffee at a school holiday boutique, it suddenly became clear just how special it was. She and her dad made 70 pounds of toffee for the event and it completely sold out.
“After the event, I received several phone calls from people asking to buy more toffee. That Christmas, my two sisters and my dad and I were all together for the holidays and we discussed the idea of taking the product to market.”