Ask the Indie - El from Fudgin El!

How was the business founded, what was the inspiration?

I have always loved cooking and baking. It was before Christmas last year and I was trying to think of presents that I could make for my family and friends. My husband Joe is a big fudge lover so I thought I would give making it a go. I started with a basic vanilla which was delicious. I had never made it before and I was struck with how simple it was. I like to experiment in my cooking and it started me thinking about all the interesting flavours I could play with. I made a very long list of potentials and made a few (including After Eight and Nutella covered in Ferrero Roche) They went down really well and a few people mentioned that I should make it to sell. And so ‘Fudgin El!’ was born.

What's your favourite part about working at the business?

I think it has to be thinking up new flavours. There are a lot of fudge makers out there and I want to be a bit different. I like to think of thinks that may not be that common like Maple Syrup and Bacon, Hot Cross Bun or Sweet Apple Cider. I love the process of working out the elements that will make that flavour true to it’s name.

What's your proudest accomplishment?

It has only been 7 months so no awards yet! I think my biggest accomplishments so far are working with Dog and Hat to offer my fudge as a subscription option and selling out at the last Fete I attended.

What three words best describe your business?

Innovative - Fun - Challenging.

What’s your favourite place to enjoy a coffee, and what coffee would that be?

In our back garden on a sunny day. I have the advantage of having a trained professional in my husband who makes amazing coffee for me every day.

I can’t pretend to be an expert (much to Joe’s chagrin) but I’m a fan of a Craft House Coffee Heavy Hammer and it would be a cappuccino

Finally, what Dog & Hat combination would you choose?

Hmmmmm……..I think that would be a Staffie in a Stetson.