Traverse City Record-Eagle


September 19, 2013

Morsels expands to Sunshine State

TRAVERSE CITY — Morsels will take a bigger bite out of the market when the Traverse City brand expands to Florida later this year.

Morsels Espresso + Edibles, 321 E. Front St., has built a following for its bite size baked goods, coffee and setting overlooking the Boardman River and downtown.

Co-owner Misha Neidorfler said Morsels will open in Boca Grande, Fla., in late November. Proprietors of the new store are Steven and Laura Busch of St. Louis.

Steven Busch said he and his wife his spend a lot of time in Traverse City and came to love Morsels, prompting the Florida store opening.

“It seemed like something you’d find in Europe -- a nice coffee shop and bakery, and you don’t see too many non-chain, high-quality places like that,” Busch said.

Busch, of the Busch beer family, said he sees Morsels as a perfect fit for Boca Grande.

“It’s neat to have a piece of Michigan in Florida,” he said.

Boca Grande is located on Gasparilla Island on Florida’s gulf side.

Neidorfler said the new business is an expansion of the Morsels brand but is not a franchise. The Busches have entered into an agreement with Niedorfler and her husband and co-founder Jeff Niedorfler to use the Morsels model for their planned Boca Grande shop.

“Steve and Laura have been customers for several years” Misha Neidorfler said. “They approached us (earlier this summer) about the possibility of licensing the brand and product of Morsels.”

This is the first expansion for the bakery but was not the first offer the Niedorflers entertained.

“We’ve had conversations with others over the years,” Neidorfler said. “But things really clicked with them.

“They (the Busches) really understand the brand …they really get it from the same level we do,” she said.

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