Jeff didn't set out to build a viral candy brand. What started as late-night cooking sessions in college, during COVID, while working full-time, slowly became something much bigger: a real business rooted in craft, community, and genuine storytelling.

Instead of chasing trends or running ads, Jeff leaned into the process. He showed people how candy is made, shared the mistakes along the way (including the corn syrup incident that changed everything), and built an audience that actually cared. Over six years, that approach evolved into a full business, and eventually led him to a historic space he hustled his way into, one unforgettable auction story at a time.

In this episode, host Ashtyn Morris sits down with Jeff to talk about:

— What those early days of building in public actually looked like

— The craft lessons that shaped his product and his brand

— Why organic content and genuine community are his most reliable growth engine

— How he went from lemon drops in his kitchen to opening a physical location

— The auction story that landed him a historic building, and a new business partner

— How he's using storytelling to preserve a space and revitalize a community

Whether you're just starting out or grinding through year three wondering if it'll ever click, this episode is for you.