“The highlight of every dinner was dessert. Whenever my grandmother brought out that tray filled with rugelach, conversation ceased and they’d be devoured within minutes. Over the years, she passed on her recipes to my mother who perfected the pastry, sprinkling powdered sugar lightly on top and creating new flavors.” —FOF Susan Herlands
In June 1988, FOF Susan Herlands decided to share her family’s treats with the world and launched her business, My Mother’s Delicacies. She hired a baker and set up a demo table in front of a supermarket in Pennsylvania with the mini-pastries. Within an hour they were all gone. By Christmas that year, she had hired 17 bakers to keep up with the orders.
Today, Susan has over 50 employees in a 18,000-square-foot baking facility. She sells rugelach–a traditionally Jewish pastry–in two shapes; square and crescent with fillings such as chocolate, apricot and raspberry. She sells it in major supermarkets and specialty stores across the northeast as well as online.
“When I first sat across from buyers at supermarkets, they’d say, “This is delicious but it’s a little ethnic for us,” says Susan. “Now everyone eats it. Like the bagel, it has gone mainstream!”
Her key to success: “Presentation, quality, price and value all have to come together. Just go with your gut.”
Now, you can win a gift tower of rugelach from Susan’s FOF biz, My Mother’s Delicacies. Just comment below, tell us: Who in your family does the cooking? Thank you for entering. This contest is now closed.