Funnel cakes, mini donuts, and deep fried oreos. These are just a few of the popular fair food items eaten by many throughout the summer months. While they may be delicious to enjoy, they do take a lot of work to prepare. James Malmquist, owner and operator of Keys Koncessions says they prepare thousands of these food items for each fair. However the pandemic put a wrench in this business.
“The COVID-19 pandemic impacted many businesses and we were no exception,” says Malmquist. “In 2020, it was unclear which events would still be held. We had to rely on the Wisconsin Fair Association to stay informed about what was happening in the state. Ultimately, only a few events were held, making it a difficult year for us.”
However, things have been picking up since then. In 2021, people were excited to get back out and enjoy fairs and festivals. With this gained interest, this year has been going well for Keys Koncessions.
They are a family-owned business established in 1997 and were originally based out of the Florida Keys. Now they operate out of the Miami and Fort Lauderdale area. The business started with just funnel cakes, deep fried oreos and fruit smoothies. The business has now expanded to also having cotton candy, caramel apples, popcorn, fresh squeezed lemonade, mini donuts, frozen coffee drinks, and frozen apple cider. They also recently added a bubble tea trailer with smoothies, slushies and teas.
Funnel cakes are still their strongest selling item. They use a pre-mixed batter from a company in St. Louis, which they then fry and add toppings to.
“The biggest trick to this business is being prepared because our business works differently than most,” Malmquist explains. “We see a lot of people in a short period of time and that planning process can be difficult.”
Malmquist works with local suppliers like Badger Popcorn out of Madison as well as has some national suppliers. He also works with a company within the carnival industry that delivers to all the different fairs to get products that he otherwise couldn’t get locally.
He adds, “Last year was difficult due to supply chain issues. The simplest things like plastic cups were back ordered. We had to scramble to different retailers to try and get the supplies we needed.”
Malmquist says this year things have been almost back to normal. The fair industry is the core of his business. He says he’s grateful to come back each year and see people who he’s watched grow up through the years now bring their children to the fair.
Malmquist spends July and August in Wisconsin before moving on to Indiana. He then continues to move back South for the winter
“I really encourage people to come out and support their local fairs and festivals,” says Malmquist. “You’d be surprised at the amount of work it takes and the number of family businesses you can support.”
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