Call it a sign of the times: Enstrom unveils new logo

Crews install a new sign at Enstrom Candies in Grand Junction. The new sign, and company logo, drops an “s” in part to clear up confusion over the company’s Web site address. (Business Times photo by Mike Moran)

Enstrom Candies has unveiled a new logo and marketing campaign in part to clear up some confusion over its Web site address.

The new logo is similar to the previous one in retaining the original oval shape. The globe was removed, however, and replaced with a scripted “E.”

The 51-year old confectionary company has seen revenue increase, even during the soft economy. But Enstrom Candies faced a challenge in the form of the very medium it’s used to increase sales.

The Web site at www.enstroms.com is owned by a furniture store in Sweden. The Grand Junction company is simply Enstrom Candies, yet many people call it Enstroms with an “s,” said Jamee Enstrom Simons, co-owner along with her husband, Doug. The company uses the possessive Enstrom’s in branding its almond toffee, but plans to phase out use of the “s.”

Said Doug Simons: “We consistently have to explain to people to go to enstrom.com … with no ‘s.’ This causes unnecessary confusion for our customers.”

The Internet is a critical source of business for Enstrom Candies. The company was one of the first candy manufacturers to accept orders online and offer delivery to customers outside of the local area.

While the tactic was successful in growing the business, other companies followed suit. Consequently, Enstrom has investigated other potential methods to obtain a competitive advantage.

In recent years, Enstrom Candies has developed a wholesale business, delivering its product to retail stores. It also added ice cream and coffee at two locations in Grand Junction. More recently, Enstrom reached an agreement with retailer Whole Food stores to carry Enstrom toffee on the company’s shelves. Whole Foods owns stores throughout the Western United States.

While sales increases were relatively small during the recession, the company is now realizing increases of about 6 percent a year, Jamee Simons said.

She’s a third-generation owner of the company founded by Chet Enstrom, her grandfather. Her children, 27-year-old Doug Simons and 25-year-old Jim Simons, also work for the company, representing a fourth generation of family employees.

“As we continue to improve and grow, we are certain that granddad Chet would be proud of the Enstrom legacy he has created and the positive impact we have on the community,” Jamee Simons said.