Canedra Darby traded her lab coat for an apron when she started her Graze Craze franchise.
But her real work happens when she is outside of her store at 8102 Blanding Blvd. in Crossroads Square in Southwest Jacksonville.
Graze Craze sells charcuterie boards of cheese, cold cuts, fruit and nuts as well as a bit of lightly salted chocolate.
They come in single servings, enough for a couple or a large nosh tray for a party or business meeting.
The company has 100 locations in 34 states. The other Northeast Florida location is at Market and Central streets in Palencia, east of U.S. 1.
After earning degrees to become a pharmacist and working 20 years at the profession, Darby decided something was missing. She wanted to own her own business.
She opened Graze Craze in June.
Unlike some owners who unlock the door and hope customers will flock to the new business, Darby spends much of her time cultivating relationships with area businesses.
She gives out samples at a nearby medical office. She attended a meeting where she gave away two boards as door prizes in exchange for business cards.
“I have been pounding the pavement in my local community here. So all up and down, Blanding all down, Argyle,” she said.
Darby is a recently remarried mother of three children. Her youngest, Mya Darby, graduated this year as valedictorian of Westside High School.
While searching for her next chapter, Darby began watching webinars on score.org, a website for would-be entrepreneurs. She came across franchise expert Heidi Simos of Orlando and her business, The Entrepreneur’s Source. Darby reached out asking for personal instruction.
After a thorough interview, Simos took Darby on as a client. Darby’s a natural entrepreneur, Simos said.
“What I love about her is her energy, her positive attitude. She doesn’t take no for an answer. She just will turn over every stone. She’s very inquisitive,” Simos said.
Darby estimated that she invested $200,000 to start her business. The franchise fee was $49,500. Besides equipping a kitchen, she also bought a small SUV for deliveries.
Darby’s strategy is to seek partnerships with doctors, lawyers and other retailers. She’ll provide samples of her wares and the business has a surprise snack for customers.
She recommends a board as a different kind of gift for clients or as a reward to a customer who just made a big purchase.
Recently at a medical office a boy ate the meats, cheeses and vegetables. She has noticed that children, who ordinarily may not voluntarily eat carrots or cauliflower, enjoy the raw vegetables when presented as charcuterie.
First-time customers will immediately know what Graze Craze offers. The variety of boxes and boards are on a table. The menu is on a poster as well as a video screen behind the register. Someone needing more information can use a QR code to access media materials and her video.
Darby has three employees. Her daughter, Mya, will be there until she leaves for FAMU. Two more employees started in August.
In the kitchen, boards are prepared using photographs of the finished product as guides. All of the ingredients are weighed and portioned before being placed by hand, as if putting together a jigsaw puzzle.
Each board is made to order. It’s better to call ahead, she said. It is also a cashless business that takes only credit or debit cards.
Darby said charcuterie isn’t just the latest food fad.
“Publix and Costco have been selling these things for years,” she said.
“This is just an elevated version. They’re made with thought and care versus just kind of putting them in a package and waiting for the next person to pick it up.”
There are five boards. Gone Grazey has a bit of everything. Grazey for Keto has more protein than sugar or carbohydrates. The Vegetarian is a lighter board with in-season vegetables and house-made dips.
Sweet & Grazey is a dessert board with chocolate, baked goods, sweets and vegetables. The Brunch Board serves items meant to replace doughnuts or bagels for morning meetings.
An individual Char-Cuitie-Cup is $9 and a larger individual Grab & Graze is $15.
Boards that will serve several people come in three sizes and are $120 to $185.