The maker of world-famous Enstrom toffee has launched a new logo and campaign, installing a new trademark sign at its downtown Grand Junction location.
The new logo is similar to the previous one, retaining the original oval shape. The globe was removed, however, and replaced with a scripted “E”.
The 51-year old company has seen revenue increase, even during the soft economy. But the company faced a challenge in the form of the very medium it’s used to help increase sales. The Internet site “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”) explained company co-owner Jamee Enstrom Simons. She spoke during the installation of the new sign on June 8th. The company itself uses “Enstrom’s” in branding its toffee, but plans to phase out use of the “s”.
“We consistently have to explain to people to go to enstrom.com…with no ‘s’,” said company president Doug Simons, who was quoted in a news release. “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 via the Internet and to offer delivery to customers outside of the local area. While that 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, it’s 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, it reached agreement with retailer Whole Food stores to carry Enstrom toffee on the company’s shelves. Whole Foods owns stores throughout the western U.S.
While sales increases were relatively small during the recession, the company is now realizing increases of about 6 percent a year, said Jamee Enstrom Simons. She’s a third generation owner of the company originally founded by Chet Enstrom of Grand Junction. Doug Simons, 27, and Jim Simons, 25, currently work for the company and represent a fourth generation of workers in the same family.