Family Business Keeping it in the
By Jacqueline Persandi
operations to see what they do, how they do it, and why they decided to start their business on the First Coast.
T
holidays I have my nieces, nephews, and in- laws come in and dip chocolate covered strawberries for me. Everybody pitches in.”
Te Rider family isn’t just in the business
for the chocolate. Cheryl says over the years her customers have become friends. “My customers are the best and when we start talking about chocolate it’s like nothing else is going on.” She says the store brings together her love of chocolate with her love of people.
Besides everyday operations, the Oakleaf
location holds birthday parties, and events where customers come in and sample chocolate. “We let them have a hands-on experience,” Cheryl says. “Tat’s one of my things that I really love to do—bring my customers in, and teach them about chocolate and show them what it’s like to be a chocolatier.”
The Rider Family
Oakleaf Peterbrooke Peterbrooke, a chocolate company
started in Jacksonville 25 years ago, now has 19 locations throughout the southern United States. One of those stores is Oakleaf Peterbrooke, owned by the Rider family.
Before purchasing the franchise four
years ago, Cheryl Rider worked for her neighbor at the Oakleaf Peterbrooke location. When her neighbor informed her they were moving and the store was up for sale, she considered buying it. “I talked it over with my husband and of course he said, Are you crazy? Te way the economy is. I told him, It doesn’t matter about women and chocolate. If it’s good times or bad times, we have to have our chocolate.”
Te Riders decided to purchase the
location. At the time Cheryl had no experience running a business. Her husband has a degree in business management and helps with the books. However, he maintains his job as a superintendent at a steel mill in Baldwin. “He does really well with the business end,” Cheryl says.
Although her husband manages the
books, Cheryl has a financial background as well. “I did income taxes for 13 years. I kind of knew some of the tax end of the business. With this business our corporate location helps us out so much.”
Known for their chocolate covered
popcorn, Peterbrooke locations create hand- dipped creations for birthdays, holidays or any day. Oakleaf Peterbrooke makes hand- dipping chocolate a family affair. Cheryl says, “My sister works with me. During the
8 | Family! Oakleaf Peterbrooke is about more than
satisfying hunger; they also strive to work with the community. “We love to do events and really get the community involved. We do a lot of charity and work with schools in the community.”
facebook.com/peterbrookeoakleaf
he First Coast is a unique community with the amenities of a city and the comforts of a small town. Family-owned businesses play a large role in creating this dynamic. Family! talked to local business owners about their family-run
HERITAGE PUBLISHING, INC. © 2013 Photo courtesy of Oakleaf Peterbrooke
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