Jennifer Goldbeck, owner
of Delicately Delicious in Cedarburg hopes her European
buttercream frosting mix is a hit with the judges.
Photo by Mark
CEDARBURG - Baking has been a part of
Jennifer Goldbeck’s professional life for more than seven
years. This month, she is entering a new chapter in her
foray into the kitchen as she takes part in a local
Goldbeck, who owns Delicately Delicious in
Cedarburg, is one of six finalists in a competition known as
the Hottest Kitchen Entrepreneur Challenge. The event will
be held at noon July 17, at Milwaukee Area Technical
College’s downtown campus.
The entrepreneur challenge, modeled after
some of the competitions that have been prevalent on such
cable channels as the Food Network, is split into two
categories - one for start-up innovations and another for
people who are in the early stages of their products.
Goldbeck is one of three finalists in the
start-up category. She is going to be showcasing a European
vanilla buttercream frosting mix that she recently began
selling at her Cedarburg store.
The grand-prize winner within the two
category competitions will receive $2,000 in seed money
toward his or her business, in addition to a service through
MATC that is being described as a comprehensive
entrepreneurial consultation package.
While Goldbeck is quick to admit she has her
eyes on the prize, she said she is eagerly looking forward
to meeting the judges and gathering any insight the various
professionals might have. Eight food service veterans across
the Milwaukee area will be judging the assorted entries.
“I’m excited to meet all of the people
because everyone has such different experiences,” she said.
“The time and expertise they will offer is very valuable.”
Goldbeck’s buttercream frosting mix has been
a work in progress for about six months. In addition to
refining the recipe, she fine-tuned the packing and the
directions. Customer response, she said, has been positive.
“People are so much more food savvy today
than they ever have been before,” she said. “There’s so much
information out there, and people want something that’s
quality and gourmet. There’s a craving for it.”
The upcoming challenge is one in a series of
growth spurts for Delicately Delicious, which Goldbeck
acquired in 2007 from a previous owner. For many years, the
business sold only made-to-order cakes.
But Goldbeck decided to evolve the business
three years ago, relocating from a commercial kitchen on
Center Street to a retail storefront operation along
Cedarburg’s bustling Washington Avenue corridor.
“It was good to perfect things,” Goldbeck
said, in retrospect. All along, she said she aspired to
morph Delicately Delicious into a retail bakery, but she
believed the business could have failed if she made such a
drastic change before making a series of tweaks.
In its retail iteration, Delicately Delicious
features a variety of items that are sure to satisfy just
about any person’s sweet tooth. She sells frosted
single-layer cakes by the slice, but also showcases a range
of cupcakes, cookies and other baked goods.
Early in 2013, Goldbeck expanded Delicately
Delicious’ presence into the Bayshore Town Center. She
operated a so-called pop-up kiosk shop for Valentine’s Day
and Mother’s Day. The response was so strong that she
decided a year ago to have a presence at the mall full-time.
Goldbeck said she has a number of other
projects on the horizon. In fact, one of them - selling a
mix of her popular kitchen sink cookies - has just come to
fruition. In late June, she began selling the product at the
Piggly Wiggly store in Cedarburg.
Retail is a sector Goldbeck has been eyeing,
both in a brick-and-mortar and online sense. She aspires to
have her products featured through such companies as
Williams-Sonoma, since they reach the same target consumer.
For Goldbeck, baking and growing Delicately
Delicious has been a labor of love. When asked why she chose
to concoct sweet creations, she offered a ready response.
“I enjoy meeting people in the community,”
she said. “What’s been great about this is I help people
with their celebrations. I get to see the progression in
people’s lives for things like weddings, babies and
W62 N608 Washington Ave.