Jeff Morsfield has always had a knack for making life a little sweeter. The 25-year-old candy maker, who calls himself "Cleveland’s Willy Wonka," is on a mission to bring joy to the city one handcrafted treat at a time. With his signature English toffee bars and a passion for positivity, he is quickly making a name for himself in Cleveland’s food scene.
Born and raised in Findlay, Ohio, Morsfield grew up watching his mother make toffee during the holidays. Always a dreamer, his business ideas ranged from hot dog stands, landscaping, painting and more, before he found his calling in the candy-making industry.
“I didn't really know what I wanted to do when I got to college, so I started in statistics. Then I found out you don't get to talk to people when you're doing any of those kinds of jobs, so I made the switch pretty quickly,” says Morsfield.
His English toffee candy bars are made with a semi-sweet chocolate bottom and roasted sea salt pecans. But he hasn’t stopped there. His product line also includes candied nuts and hard-drop candies in flavors like citrus, honey and ginger.
Adding a touch of nostalgia to his process, Morsfield uses antique candy-making equipment, including an 1800s roller, to craft his sweets. His hands-on approach extends to packaging as well — he designs the labels himself and has them printed locally, ensuring every detail reflects his unique brand.
A former military member, Morsfield was seeking change, so he moved to Cleveland and began selling his candy at farmers markets and local stores. He’s gearing up to launch a retail store on Waterloo Road, where customers can experience his handmade confections firsthand. The walls are lined with dark green and vibrant pink stripes, giving a modern spin to the old-school candy shop aesthetic.
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Morsfield has embraced his role as “Cleveland’s candy person.” His social media is filled with motivational messages, behind-the-scenes glimpses of his craft, demos of “forgotten” recipes and exciting stunts to promote his brand. One stunt? Running a 5K in May while carrying a 50-pound bag of sugar. It’s all part of his mission to inspire others and bring attention to his growing business.
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“I was trying to think of video content ideas, and I also needed the exercise, so I figured I'd just loop everything into one. And I decided I was going to run a 5k with 50 pounds of sugar,” he explains.
In a digital world filled with fast-paced, flashy content, Morsfield’s social media presence feels like a breath of fresh air. Instead of loud, high-energy videos that demand attention, his posts are calm, mellow and quietly engaging. His content offers a soothing contrast to the usual chaos of scrolling.
“I think that there's a lot of chaotic things going on. I don't want to add to anything that's more chaotic. So a lot of the inspiration videos are really just me talking to myself about what I need to hear. I’m hoping that it does a great good,” Morsfield says.
His videos feel less like a performance and more like a conversation — an intentional space where inspiration comes through soft-spoken wisdom and steady hands crafting something sweet.
Morsfield regularly sets up shop at farmers markets, collaborates with local vendors and is frequently at The Corner in Van Aken, one of his most successful spots.
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His sweets can be found at several locations around Cleveland, including:
Van Aken Corner in Shaker Heights
78th Street Studios in Detroit Shoreway
The Tea Lab in Lakewood
Sweet Magnolia in Willowick
Zen Salon in Westlake
And soon, his very own storefront on Waterloo Road
He also takes custom orders for weddings, events and special occasions.
With an upbeat attitude and dedication to his craft, Jeff Morsfield is making the city a little sweeter, one bite at a time.
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