Judy Soldinger was a registered nurse. Her husband, Steve, worked in broadcasting for more than 40 years. Now the Portsmouth, Virginia couple is busy producing Crispycakes — soft and gooey marshmallow treats that are making their way into locations ranging from airports to book stores.
Last year, the Soldingers bought The Crispery, the company that makes Crispycakes. The handmade goodies come in more than 20 flavors, including mint chocolate chip, chocolate caramel and banana chip, and usually sell from $4 to $6 each. “One bite and you have entered the Crispery Zone of always soft, never hard and sticky,” says the Crispycakes website.
Judy is the owner. Steve is the president. They were among the late-blooming entrepreneurs featured in this PilotOnline.com article back in November. In it, Steve Soldinger mentions the accumulation of wisdom as a big plus of waiting to go into business. “I can size people up much easier now and not waste time with ineffective people,” he tells PilotOnline.
On the other hand, a later start means it’s more difficult to recover from a financial setback than at a younger age. “Every decision we make is more critical,” Soldinger says in the article.
The Soldingers have plans to “greatly expand” their business throughout the country. That means working 12-hour days and putting out brush fires constantly. But apparently they’re having a good time. Says Judy Soldinger, “We knew that this is what we had been looking for.”