Family continues century-long candy-making tradition in Minnesota
Lydia Smallwood is a seasoned journalist with a degree in Business Communication from the University of Minnesota. With six years of writing for local publications and a focus on small businesses, she brings stories of innovation and resilience to the forefront.
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In the heart of Cloquet, Minnesota, the sweet scent of caramel wafts through the air, a fragrant reminder of a family legacy that has endured for generations. Anetta Zervas, now in her golden years, recently unveiled a cherished family secret: a caramel recipe that has been passed down through the Zervas lineage. With her granddaughter Rose Mascarenas at the helm, this recipe is not just a culinary delight; it symbolizes the resilience and unity of a family that has weathered the test of time.
What Happened
In July 2025, Rose Mascarenas and her daughters launched AnJoy LLC, a small business dedicated to crafting and selling their handmade candies. This venture is rooted in a rich history that began with Mascarenas' grandfather, Louis Zervas, who opened the West Duluth Candy Shoppe in the 1920s. The shop became a local staple, where Louis and Anetta not only created delectable treats but also forged a bond that would last a lifetime.
The Candy Shoppe opened its doors on January 13, 1923, at 327 N. Central Ave. in Duluth, drawing in locals with the promise of sweet delights. However, after two decades of operation, the shop closed its doors, but the legacy of candy-making did not end there. Anetta, who had learned the craft from her husband, held onto the recipes that had become a part of their family’s identity.
“Grandma always told us, ‘Don’t divulge those to anybody,’” Mascarenas recalled, reflecting on the importance of keeping the recipes within the family. This commitment to tradition is what inspired the creation of AnJoy LLC, where each piece of candy is a tribute to the past, crafted with love and care.
Community Reaction
The launch of AnJoy LLC has been met with enthusiasm from the Cloquet community and beyond. As the family began taking orders for their candies, word spread quickly, and soon they found themselves participating in local holiday fairs and events. “It’s been incredible to see the support from our community,” Mascarenas said, her eyes sparkling with pride. “People love the idea of a family-owned business that honors its roots.”
The Zervas family's story resonates deeply with many who understand the value of tradition and family bonds. Local residents have expressed their excitement not only about the delicious products but also about the story behind them. “When you buy from AnJoy, you’re not just getting candy; you’re supporting a legacy,” said one enthusiastic customer at a recent fair.
As they set up their booth at the Cloquet Farmers Market, the family shared samples of their caramel and other confections, drawing in crowds eager to taste the sweetness of history. “It’s like a little piece of our family is shared with every bite,” Mascarenas explained. The connection to their grandfather’s shop has created a unique bond with customers, who appreciate the authenticity and love that goes into each treat.
The Importance of Family Traditions
The Zervas family exemplifies the importance of maintaining traditions that foster connection and identity. In a world that often feels fast-paced and transient, their commitment to preserving their family’s candy-making legacy serves as a reminder of the value of strong familial ties. “Family is everything to us,” Mascarenas shared. “These recipes are not just about candy; they represent our history, our struggles, and our triumphs.”
In a time when many families face challenges that can lead to fragmentation, the Zervas family stands as a beacon of hope. Their dedication to working together, supporting one another, and honoring their ancestors is a testament to the strength found in unity. The act of creating candy together has become a way for them to bond, share stories, and pass down values that are often lost in the hustle and bustle of modern life.
As they continue to grow their business, the Zervas family hopes to inspire others to cherish their own traditions and create lasting memories with their loved ones. “We want people to remember that candy isn’t just a treat; it’s a way to connect with family,” Mascarenas emphasized.
Looking Ahead: The Future of AnJoy
With the successful launch of AnJoy LLC, the Zervas family is looking to the future with excitement and ambition. Their plans include expanding their product line to include a wider variety of confections, all made with the same love and care that has characterized their family’s candy-making for over a century. “We’re already experimenting with new flavors and ideas,” Mascarenas noted, her enthusiasm palpable. “We want to keep things fresh while staying true to our roots.”
In addition to expanding their offerings, the family is also focused on building a strong online presence. They aim to reach customers beyond Cloquet, sharing their story and products with a broader audience. “We believe that everyone deserves a taste of our family’s legacy,” Mascarenas said, reflecting on their desire to connect with candy lovers everywhere.
As they embark on this new chapter, the Zervas family is committed to maintaining the quality and authenticity that has defined their brand. They recognize that their success is not just measured by sales, but by the relationships they build with their customers. “We want our customers to feel like they’re part of our family,” Mascarenas shared. “Each order is a chance to share a piece of our story.”
Community Impact and Support
The impact of AnJoy LLC extends far beyond the Zervas family. By establishing their business, they are contributing to the local economy and supporting the community that has supported them for generations. The family is dedicated to sourcing ingredients locally whenever possible, ensuring that their candy not only tastes good but also supports fellow Minnesota businesses.
In addition to their business efforts, the Zervas family is committed to giving back to the community. They plan to participate in local events and fundraisers, donating a portion of their profits to support local charities and initiatives. “We want to make a difference in our community,” Mascarenas stated. “It’s important to us to give back to those who have supported us.”
The Zervas family's story is a shining example of how small businesses can thrive when rooted in tradition and community values. As they navigate the challenges of entrepreneurship, they remain steadfast in their commitment to family, faith, and the American dream of building a better future for themselves and their community.
Resources for Aspiring Entrepreneurs
Local chambers of commerce, such as the Cloquet Chamber of Commerce, can also be invaluable resources for networking and support. They often host workshops and events designed to help entrepreneurs connect with each other and learn from experienced business owners.
As the Zervas family continues to grow AnJoy LLC, they serve as a source of inspiration for others looking to embark on their own entrepreneurial journeys. Their story is a reminder that with hard work, dedication, and a commitment to family values, anything is possible.