No fudging the Dragons

Sooke couple appear on Dragons’ Den, but walk away with no cash

For months, Kelly and Paul DeRocco had to stay quiet about what happened when they taped their appearance on the Dragons’ Den last spring.

On Thursday night, the owners of Fudge In A Round appeared on the popular CBC television show – and the secret was revealed.

And although the Sooke company failed to win over the investors, they earned praise from the often unimpressed Dragons.

“I think you’ve got a great business for yourself. You’ve got a great business in Sooke that is really important in helping your community and yourselves,” said Dragon Arlene Dickinson.

The idea for Fudge In A Round was born in 2008 when Kelly DeRocco bought some chocolate-coconut fudge and fell in love with the flavour.

A few months later, long after they’d returned to the Island and the fudge was long gone, she and Paul went in search of the same flavour, only to find that the local outlet of the store at which they’d bought their original fix of fudge didn’t sell the flavour there.

Not to be deterred, Kelly DeRocco asked Paul, who is the cook in the family, if he could make some at home, and he, ever game for a challenge, gave it a try.

RELATED: Sooke couple brings fudge to the stars

After some experimentation, they came up with what they considered to be a superior version of the flavour and shared it with friends and co-workers. More flavours followed, and soon the couple was selling their fudge at the Sooke Christmas Fair, the Sidney Night Market, the Inner Harbour in Victoria and farmers’ markets.

The product is unique in part because the couple packages it in sealed round containers, and because the product is not dried out and cut into squares, it retains a soft, creamy texture and isn’t as sweet as its square-cut crystallized sugar counterparts.

“We’d love to see this go across Canada. We’re fudging around,” Kelly DeRocco told the Dragons.

The couple asked the Dragons for $60,000 for 47 per cent of the company. They need the money for a larger production facility and storefront.

The Dragons in considering the offer said the business was not big enough to consider for investment.

But it’s not deterring the DeRoccos.

“The fudge is not going to go down,” Kelly DeRocco said backstage.

“We’re going to fudge on,” added Paul.

Just Posted

Physician assistants say they can help B.C. health care woes

Reducing wait times, improving doctor efficiency is the goal

VIDEO: Victoria writer and filmmaker turns her mental illness into mental strength

Mental illness robs Victoria woman of happiness from age 10

Two people sent to hospital in View Royal crash

Crash on Island Highway near Six Mile Road snarled the evening commute

Meet Your Candidates: Nine candidates vying for mayor’s seat in Victoria

Bike lanes, congestion, public consultation and more concerns voiced by candidates

The last day before legalization: what local dispensaries are doing

Some local dispensaries are shutting down, while others are planning big celebrations

VIDEO: First legal cannabis purchases as midnight strikes in eastern Canada

Newfoundland and Labrador was the first province to kick off the sale of cannabis, just after midnight local time

Advance voting begins Oct. 10 in Greater Victoria

The polls open at 8 a.m. for the 2018 municipal election with the general election taking place Oct. 20

Find your future at Black Press career fair in Victoria

More than 70 booths expected at Bay Street Armoury on Oct. 25

Boeser tallies in OT as Canucks beat Penguins 3-2

Vancouver wins without star rookie Pettersson

Mayor of Kamloops says ‘history has been made’ with vote on B.C.’s lone pot shop

The store to be run by the province in B.C.’s Interior is opening Wednesday as pot sales become legal across Canada

New bus route to ‘replace’ Greyhound along Trans-Canada Highway

Rider Express Transportation says they will soon begin a bus service from Winnipeg to Vancouver

U.S. pot firm urges Trump to deny Canadian producers ‘competitive advantage’

The challenge for U.S. firms lies in the fact that while recreational cannabis is legal in nine states and medicinal pot in 22 others, it remains illegal under federal law

Government says imprisoned Canadian terror suspects must face consequences

Public Safety Minister Ralph Goodale showed little sympathy Tuesday for such individuals who now want to return to Canada

How rules for inmate segregation in Canada will change under Bill C-83

Federal government proposing changes to rules around inmates in federal correctional institutions

Most Read