New kids on the block just over a year ago, the owners of Fluff Bakery & Catering will be expanding their business to The Plains this April when they open a new location — Blockhead Donuts.
Jason and Jessica Kopelwitz opened Fluff Bakery & Catering, 8 N. Court St., a little over a year ago. After receiving high customer demand for doughnuts during a successful first year Uptown, the Kopelwitzes decided to expand their business and open Blockhead Donuts, 11310 Jackson Drive.
“We have more ideas than we have time,” Jason said. “We try to be really careful to not jump into something before we’ve got our current situation under control. We’re (at) the point (where) we have the right people to help us keep the quality (at Fluff), so we can now invest our time into something new to keep growing the business.”
With lower rent and more space, the new facility will make cooking doughnuts easier.
“We can’t produce doughnuts (at Fluff),” Jason said. “The equipment that we would have to put in here is too costly to make the investment. The new location is a ready-made spot for us because it already has the right equipment built in.”
The new store’s name and doughnuts are a tribute to Jessica’s grandfather, Bob Ed, who sold concrete blocks for a living and later received the nickname “Bob Ed the Blockhead.”
Along with the unique name, the owners believe the different flavors and ingredients will set their business apart from others. Though Blockhead Donuts’ menu is still growing, some of its staples will include cinnamon, pumpkin, chocolate and vanilla doughnuts.
In addition to the “carefully crafted” final product, the Kopelwitzes are committed to using local ingredients, such as Cantrell Honey, Snowville Cream and Starline Organics’ Spelt Flour, which Jason’s brother and sister-in-law grow.
“I really like using these ingredients because they are all local and that money helps employ people who live here,” Jason said. “Athens is a great model because people help support each other’s businesses; it’s just great synergy.”
According to Fluff’s website, the business is a place to get away from the everyday worries and bask in the sights and smells of “sugar-laced heaven, a land of milk and honey.” Blockhead Donuts will do just that, he added, as the owners are excited to become a part of the Eclipse community.
“For multiple reasons, (Eclipse, The Plains) has had multiple businesses that have come and go,” Jason said. “There’s great potential for some really cool stuff out there and we felt an opportunity to reinvigorate the food scene in Eclipse. … I like the idea of having a place where people feel comfortable hanging out, and I hope Blockhead’s atmosphere encourages that.”
Kristen Helmsdoerfer, a sophomore studying English, considers herself a Fluff regular, ranking it among “the top five best cakes” she’s ever had. Helmsdoerfer said she is excited for the company’s expansion.
“Every time I walk into the bakery, I make an effort to try something new and I have yet to be disappointed,” Helmsdoerfer said. “… Fluff is absolutely phenomenal, and I think (Blockhead Donuts) will attract even more clientele with its delicious doughnuts.”
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