Our Story

Elizabeth's Bakeshop-How We Got Started

The business was a complete surprise! I was trying to start a boutique wine business in downtown Wausau when I ran into Ian Collins, a local businessman. In asking him if he knew of any contacts who may be interested in investing in my business idea, Ian stated that he was going to meet with the legendary Stevens Point business woman, Katrina Jacobsen, and asked me to join him. Katrina liked to meet with entrepreneurs from time to time to “keep herself sharp.” The meeting lasted over 2 hours, but I never had the opportunity to discuss my wine business. Even still, I was impressed with Katrina’s drive, business acumen, personality, sense of humor, and was very grateful to have met such an inspiring woman.

The following day I received an email from Ian saying that Katrina Jacobsen wanted to see me again. Upon arriving at her office, Katrina asked what she could do for my business. I pitched my idea, but Katrina began shaking her head. She said that she didn’t really like wine and wouldn’t be interested. Then, in the next breath, she said, “You’ve got something and I’d like to work with you. How’d you like to start a candy company with me?” (Katrina had been looking for years for just the right person to start a candy company in honor of her mother, Elizabeth.) Despite the fact that we had only known each other a few hours, I said, “yes,” and walked away from the meeting with a completely different and exciting business idea.

I learned that Katrina had a sentimental reason that initially created her sweet tooth. When she was a small girl, her mother, Elizabeth, used to make her homemade candy during the holidays. Katrina’s favorite was a chocolate covered popcorn ball—a product that she had tried to market before, but it didn’t sell at all. After joining the company, I quickly switched gears and started making gourmet toffees, caramels, brownies, fudge, and chocolate and yogurt covered seeds and nuts. As we Americans love not only our sweets but our coffee, too, gourmet brands of Arabica coffee were added to our product variety. The company took off and in the past 12 months the startup saw its products in over 70 stores across Wisconsin—from small specialty shops to select, higher-end grocers and food stores.

Thanks goes out to our loyal customers for making us great! We value you!