Jennifer’s not just waffling on about anything

By Daneka Hill

A LOCAL homeware store in Cohuna has successfully made the natural expansion into, well alright, the connection may seem tenuous, but it has branched into waffles?

Factory + Field WAFFLES is a glaringly different type of shopfront on Cohuna’s main street, sleek enough to fit into Melbourne’s trendier suburbs.

Business owner Jennifer Finn said the secret to her success was being a one-of-a-kind store.

“We get a lot of out-of-towners because the waffles thing is a bit of a gimmick idea,” Jennifer said.

More than 350 waffles are sold on the weekends from more than 300 locally laid eggs.

“We sell an amazing amount of waffles,” she admitted.

Factory+Field WAFFLES actually began life elsewhere in Cohuna in 2013 as a simple homeware store before acquiring a coffee machine.

In a matter of years Jennifer was approached to move into the building she now occupies on the main street.

With the extra space the coffee shop half of the business evolved into a restaurant and the homeware half into a gift consortium.

She said when starting a business in a small-town, people find taking risks on unusual ideas was worth it.

“I know we wouldn’t have the number of people that we are getting if we’d just been a coffee shop, I think especially with Facebook the reach is a bit wider if you’ve got something a little bit different that people will share,” she said.

“Just try something, and if it works it works, and if it doesn’t it doesn’t, then you try something else,” Jennifer added.