BY CAITLIN M. DEWICKI
“Even on my worst day, no money, stress; I kiss the ground to this place. I’m the happiest I’ve ever been…I’m doing what I love””
Photo by Connor Rake Productions
Before his creation of scones and other baked goods, Elwin Greenwald went to school for photography and graphic design. Soon after graduating, Greenwald discovered and developed his love of food as an artistic medium. In order to broaden his talents, he made the decision to travel to France to train with world-renowned chefs.
JUST THE BEGINNING
Once he returned to Michigan, Greenwald worked for some fine food restaurants such as Tweeny’s Cafe and Van Dyke Place. Working at Van Dyke Place for 12 years gave Greenwald the opportunity to create complex sauces and dishes. Eventually, the call for Greenwald to branch out on his own grew louder.
In 1990, Elwin Greenwald opened Elwin’s Tu-Go, a café and catering business. They made and sold café food items along with refined European-style food. Here, Greenwald perfected his famous scone recipe. Eventually, the entire business shifted to accommodate the growing demand for scones. This shift brought about a new name, Elwin & Company.
Photo by Connor Rake Productions
SETTLING DOWN IN BERKLEY
Elwin & Company is now located in Berkley, Michigan. At this location, they bake, package, and sell desserts and treats such as scones, cookies, cakes, brownies, biscotti, muffins, tea breads, and macaroons. They also create multiple vegetarian and meat soups along with various prepared foods.
“We did less food and catering, and made production of scones, cookies, and breads.”
Photo by Connor Rake Productions
LOVE AND SUPPORT
Beginning the venture of starting a new business can be very difficult. Having a strong support system to help alleviate the burdens is practically a necessity for success. When Greenwald first opened up Elwin & Company, his late husband Dale worked in the automotive industry. Throughout the years, Dale would support Elwin in the business whenever he could.
However, after losing his husband 5 years ago, Greenwald feels incredibly lucky to have found his current partner Erik, who also recently lost his husband. They met on a dating app and were able to bond over this difficult period, giving each other the support they needed to move forward. “Pure luck we found each other.” Erik is a physician and owns his own private practice. Greenwald describes his partner as sweet and reserved, but is always willing to help with demos or behind the scenes. “I always run stuff by Erik…he’s so smart.”
Photo by Connor Rake Productions
Just a few decades ago, being a part of the LGBTQ+ community while also being of Jewish faith was difficult to openly express. During his younger years, Greenwald recounts that many people who were both Jewish and a part of the LGBTQ+ community were fighting for their right to love who they love. Many people lost their lives during this battle for rights.
“It’s a part of me…it’s very easy for me to be who I am.”
With this background, Elwin is not the type of person to overtly push his opinions onto others. He is reserved in his love for his partner. Greenwald explains that everyone has their own style of showing love. Some express it for everyone to see, some like to keep it closer to their hearts, and others are a mix of everything in between. No matter which way people show love, it is important to be true to yourself.
SHOP AT WOODWARD CORNER MARKET
Local communities and businesses are important for Greenwald to support. When sourcing products for his bakery, he tries to utilize local ingredients as much as possible. “We’re a little business, so I want to support little businesses.”
Being in the food industry takes a lot of hard work and dedication. There are long hours, hot kitchens, and fast-paced work. Although, there is one thing people will always remember: the food. Elwin explains this is why he puts so much effort into his business. It is also why he is grateful for Meijer and all their support. “Meijer came in to fill the gap!” Woodward Corner Market cares about their customers and gives them the opportunity to achieve everything they set out to do.
“Woodward Corner Market is a great customer to us.”
Photo by Connor Rake Productions
At Woodward Corner Market, we are proud to sell Elwin & Co. specialty baked goods. With your purchase, you are supporting a local business that’s been making handcrafted baked goods, soups, and other specialty products for over 30 years.
Find Elwin & Co. scones and tea breads in our bakery department and handcrafted soups in our deli aisle!
Photo by Connor Rake Productions