Name: Edward Alfonso & Flavia Carballo
Business/Location: The Law of Donutgineering (The LoDG)/Hoboken, New Jersey
Specialty: We craft donuts that are unique and never seen before.
What makes your business unique: We infuse traditional donuts with domestic flavors and we celebrate our cultures through our creations. For example, we have Sweet & Fowl which is our version of chicken and waffles. And we have international flavors inspired by our Cuban and Argentine roots. Our El Balsero donut is made with guava cake and cream cheese, and El Gauchito is filled with dulce de leche and pineapple.
What’s your story: We are a couple who happen to be as in love with each other as we are with delicious food. We realized that there was no craft donut shop in the area, so we set out to change that.
Edward: I have been working in the food industry for almost 10 years now, and I’ve held positions ranging from host, bartender, and bar manager to kitchen expediter, line cook, and plate decorator. Working in the food industry began as way to help pay for my bachelor and master of science degrees in Biomedical Engineering. But later this evolved into a profound love for the art of crafting food. Since I was a very small child, I always loved donuts, and that clearly has not changed today as I find happiness in “A-B-C-D”, Airplanes, Beer, Coffee, and Donuts.
Flavia: I am a dulce de leche-loving, pastry dreaming, Argentina native who has been a part of the food industry for a few years. From banquet/restaurant serving and bartending to food decorating and fondant shaping, I have deep appreciation for the creation of food. I received a bachelor's degree in social work and then went on to complete law school. Gaining gastronomical experience throughout the years is what brought me back to the kitchen and where the scrumptious idea of "not basic" donuts began. Alongside Eddie, The Law of Donutgineering (The LoDG) was born.
One piece of advice you have for other food entrepreneurs: Make sure to do your research before jumping into a food business. And know that a great concept does not always transfer. There’s lots of trial and error. Until you get your hands dirty, you don’t know if your idea is going to work.
What do you wish you had known before you started your business: We wish we had known about all the paperwork that needed to be completed before we could begin cooking. This includes business registration, licensing, etc.
What’s your greatest challenge in your business and how are you overcoming it: Funding is definitely a challenge, but we are planning to launch a crowdfunding campaign in the near future.
What are you most proud of about your business: We are proud to have developed such amazing and incredibly one-of-a-kind products without having the expected culinary experience.
What do you love most about being a food entrepreneur? We love seeing how customers react to our products and knowing that we have built such a unique company.
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