Community Highlights: Meet Candice Howard of Graze and Flourish

Today we’d like to introduce you to Candice Howard

Hi Candice, please kick things off for us with an introduction to yourself and your story.
Back in January 2024, I was tasked with completing a 30 dozen cookie bar order for a family funeral reception. They knew I could crank it out quickly, considering I’ve baked as many as 130 dozen by myself in one day on multiple occasions. I calculated the prices of all the ingredients with the recipes I use, and considered the time it took to bake, box-up and label everything. I had heard of a few people baking out of their home as cottage bakers and figured the restrictions here in Ohio were easy to work with, so I jumped in. At the very least, if it didn’t work out, I wasn’t going to be stuck in a commercial lease or left with a ton of equipment I didn’t need.

I knew I didn’t want my real name to be associated with the business directly, so I got to thinking about a name that could be loosely related to baking, but be an identity on it’s own without me. I found a name generator, and Graze and Flourish popped up after a few spins. I like it because “graze” for eating and “flourish” contains “flour” which I buy a ton of, and flourish also meaning prospering, doing well. I confirmed my business name didn’t exist in Ohio’s business search, and I also googled it to see what would pop up. I didn’t want a name that would be too close to what someone else had.

The thing was, I had no idea how to bridge this subject with my family, or even my spouse! It felt so awkward to me at the time. I knew they’d be supportive, as it wasn’t the first time they’d mentioned I should sell my baked items, but still — it was always a subject I had brushed off. “If I baked all day maybe I wouldn’t like it anymore” is what I’d tell people. But, after working in IT since 2016, I was itching to switch it up. Baking has always been my favorite hobby, but I didn’t always make the time to dedicate to it as often as I would like. Graze & Flourish allows me to be creative, and offer new products to new people.

I had dinner with my family the night before I announced it, and what’s funny is, as soon as I thought it was the right time to say something, my mom goes “ok I think it’s time for us to head out.” So they leave, and I work on making a FB page and uploaded some pics of recent items I had made (mostly from Christmas the month before).

We get up 2 hours before we need to leave to cut everything up. To this day, I still underestimate how long it takes to bag and label everything. It’s the most tedious process about being a cottage baker. We finish up, and I stick the logo labels on the boxes, so I finally tell my husband. I can’t say he was surprised.

We talk about it a bit on the way to the funeral home, while my car is shaking because the alignment on my tires was off but I hadn’t noticed because I rarely drive on the highway, so we take the side streets instead so my head doesn’t explode. Of course when we get there, the funeral home had no idea I was coming, which made us too late for the funeral mass and I was worried about my car so we went home, and I shared and announced my business it on my personal page.

Over the next few days, I used Canva to put a menu together. I already had a lengthy menu of items I’ve been baking for years, and I’m still adding to it! Got a website up and running (no order form at that time) then I decided I wanted professional pictures to beef up my website, so I made almost everything on my menu and lugged it over to my friend’s house whose husband takes pictures on the side — @rozayfilms.
My friend Angela and I were there for at least 3 hours plating each item but it was worth it because I think people eat with their eyes first. I’ve always prioritized taste over looks, but I’ve come to learn presentation is important when you want to sell.

Wanting to be organized, I played around with order forms to decide what worked best, then linked it on my website. My husband’s uncle (a lawyer) got the LLC and EIN for me then I got general liability insurance.

This was all in about the first month of me starting, and I wouldn’t have it any other way. I was hesitating for a while so I’m glad I jumped right into it. It’s been just over 8 months now and I’m still learning every day. Wasn’t sure what I wanted to specialize in at first, but I know now I can write off bread for a long time! For the time being, I am focussing on cookies and candy, but I also make cake/cupcakes every now and then. Anything is better than a box mix!

We all face challenges, but looking back would you describe it as a relatively smooth road?
There’s definetely been some trial and error, especially when I sell at an event. It’s easy to make too much when you don’t know how many people are coming. But I’d like to think I’m getting the hang of it. I’ve done three events now, and they get easier every time. I can plan better on how much to make, and how far out I should make it. It can be hard to balance working my full day day job in IT while baking on the side.

I’m working to make little tweaks here and there to promote myself and improve the look of my booth. It’s not something you can download a manual for! Friends and family have been 100% supportive by either packing and heat sealing the items, helping me load up the car, setting up my booth, and even sitting with me for 10 hours for an event.

I would say the other biggest obstacle for me is staying organized — since I bake out of my house, every new gadget, baking pan, or cookie cutter needs to go somewhere! Since I don’t have any events in October, I hope to prioritize the organizing a bit more.

Alright, so let’s switch gears a bit and talk business. What should we know?
I specialize in cookies and candy, namely kolaczki, macarons, and fudge. My kolaczki go beyond the traditional solo fillings we’re accustomed to. I love creating new flavor combinations to try — whether I’m adding spice to dough, changing the type of sweetener, playing with a new filling, or adding a drizzle or topping. They are artisan kolaczki you won’t find anywhere else. I’d say s’mores and cinnamon roll are my favorite flavors so far.
For macarons, I only make vegan ones, and I also make nut-free (sunflower seed flour) and vegan ones, which is rare if not impossible to find, especially in the Cleveland area.
My fudge is done the old fashioned way: butter, sugar, milk, and an invert sugar like corn syrup. No chocolate chips, condensed milk, or marshmallow fluff to shortcut the process.
I’m proud to offer vegan and gluten-free options for almost every menu item alongside the classic recipes I use. I do not have any restrictions myself, but many people I know do, and I’ve come to learn that they don’t have many options, so I’m thrilled to be able to fill that gap and make delicious treats more people can enjoy!

What matters most to you? Why?
The support I’ve received along the way — whether it be from my husband, extended family, friends, my husband’s coworkers, or the customers who’ve taken a chance on the newbie. I appreciate all of them more than they will ever know. I could not keep waking up every day with new ideas on how to improve, menu items or flavors without them backing me.

Contact Info:

• Website: www.grazeandflourish.com
• Instagram: https://www.instagram.com/grazeandflourish
• Facebook: https://www.facebook.com/grazeandflourish
• Other: https://g.page/r/CSz6fCIYpm_lEB0/review