Modern technology can be a headache if another company half-way around the world has a similar name.
That was the problem faced by Enstrom Candies of Grand Junction.
When people went on the web and looked for , they were directed to the site of a Swedish furniture store, according to Enstrom Candies owner and president Doug Simons. The candy-maker’s web site is .
“This causes confusion for our customers,” said Simons.
That, plus new retail placement in Whole Food stores and a need to increase packaging efficiency led to the company coming up with a newlogo.
The company dropped the old logo: “Enstrom’s Almond Toffee.”The new logo says in bold white letters against a dark caramel-colored background, “ENSTROM.”
Simons said the Internet is a critical source of business for Entrom Candies and eliminating barriers to purchases can have a dramatic effect on sales.
“It is important that our customers know this will always be a family-run business – one that values superior products and the hard work invested in our company,” said Jamee Enstrom Simons, co-owner of the company.
In addition to making toffee, the Grand Junction company – which is celebrating its 50th anniversary this year – makes gourmet chocolates, truffles, homemade ice cream, nuts and toffee popcorn.
Howard Pankratz: 303-954-1939 or hpankratz@denverpost.com.
