Episode 108: Making Candy from Scratch, Going Viral & Buying a Building

On this episode of Marketing Moves, we sit down with Jeff Morsfield, founder of Jeff’s Candy Shop, to explore how late-night candy making in college turned into a fast-growing, community-driven brand. From perfecting recipes and navigating the realities of scaling production to building an audience through organic content and storytelling, we unpack how consistency, transparency, and a commitment to the craft helped Jeff turn a passion into a real business rooted in both digital growth and local impact.

Some businesses are built on strategy. Others are built on persistence, curiosity, and a willingness to figure things out as you go. Jeff Morsfield’s journey with Jeff’s Candy Shop is a perfect example of what happens when you commit to the process long before you see the payoff.

In this episode of Marketing Moves, Ashtyn Morris sits down with Jeff to unpack how a late-night college experiment turned into a growing brand rooted in craft, community, and storytelling. What started as making toffee in his kitchen during COVID has evolved into a business that now reaches customers across the country, powered almost entirely by organic content and consistency.

Jeff did not start with a polished business plan. He started with his mom’s English toffee recipe and a simple idea to try something of his own. In the early days, he was making candy at night while working full time and then finding ways to sell it during the day. Farmers markets, local connections, and any opportunity to get in front of people became part of the routine.

For years, it was a grind. There was no clear signal that it was working at scale, just small wins that kept him moving forward. It was not until nearly four years in that things began to shift and feel like a real business opportunity rather than just an experiment.

The real shift came when Jeff invested in improving his process. Purchasing a hard candy roller allowed him to expand beyond toffee and experiment with products like lemon drops. That single decision unlocked a more scalable product line and sparked stronger interest from customers.

At the same time, the way people engaged with his content began to change. As he shared more of the process and the behind-the-scenes work, the audience response grew. It was not just about the candy anymore. It was about how it was made and the story behind it.

That combination of better product and better storytelling marked the moment things started to click.

Jeff’s approach to marketing is simple, but not easy. He does not rely on paid media or complex campaign structures. Instead, he focuses on documenting what he is already doing.

Early on, his content leaned more promotional. He tried to position his candy as the best and leaned into more traditional advertising-style videos. Over time, he realized that people were not connecting with that approach. The shift came when he stopped trying to sell and started showing.

Now, his content is built around real moments. Making candy, fixing up the shop, preparing for events, or simply capturing what the day looks like. That authenticity has become the foundation of his growth.

Consistency is the real driver. By showing up every day and sharing the process, he has built a loyal audience that feels connected to the journey, not just the product.

One of the most important moments in Jeff’s journey was realizing that his content was reaching real people, not just generating views. A viral video helped him navigate challenges with opening his storefront, and another drove significant traffic to a local market where he sold out completely.

That was the shift from content as an experiment to content as a true business driver.

Different platforms play different roles in that growth. Instagram helps build a local audience. TikTok introduces bursts of visibility. YouTube has become one of the most impactful channels, driving a large portion of sales by reaching people who are already interested in candy and the process behind it.

As demand grew, so did the need for a better space. Jeff spent years working out of shared kitchens and less-than-ideal setups, constantly balancing time, resources, and production needs.

Then came an unexpected opportunity. A historic candy shop that had been operating for over 70 years went up for auction. Even though he could not afford to buy it, Jeff showed up anyway. After losing the bid, he introduced himself to the new owner and asked to rent the space.

That conversation led to a new chapter for the business.

Today, Jeff operates out of a space designed specifically for candy making, complete with equipment that has been used for decades. The move has streamlined production and reinforced the authenticity of the brand in a way that cannot be replicated.

Cleveland has played a major role in Jeff’s growth. From local markets to collaborations with other creators, the community has embraced the brand and helped fuel its momentum.

That support shows up in real ways. Customers who follow the journey online show up in person. Local partnerships continue to expand his reach. Even as the business grows nationally, that local connection remains a core part of the brand identity.

It is not just about selling candy. It is about creating something people feel connected to.

Jeff’s story challenges the idea that growth requires complex strategies or large budgets. Instead, it highlights the power of consistency, transparency, and building in public.

By focusing on the process, showing the real work behind the scenes, and staying committed over time, he has built a brand that people trust and want to support.

For brands looking to grow today, the lesson is clear. You do not always need more tactics. Sometimes you just need to show up, stay consistent, and let people in.

At the end of the day, Jeff’s goal is simple. He wants to create something that makes people smile.

That mindset shows up in everything he does, from the way he makes candy to the way he shares his story. It is what turns a product into an experience and a business into something people genuinely care about.

And that is what makes this more than just a story about candy. It is a story about building something meaningful, one day at a time.