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My Sweet Liquorice, as luck would have it, I found you love it.

ropes of sweet liquorice

Sweet liquorice is this nation’s oldest and possibly favourite confection. Pontefract, a spiritual home for it. Little did I know when I started the Saint Valentines Liquorice Co in 1994 to supply the finest quality Italian liquorice, just how passionate we are about it. Britain and specifically Yorkshire can be very proud of its liquorice roots (no pun intended). Our love affair with the sweet black liquorice stuff goes back a long, long way. But as luck would have it, my sweet Liquorice met everyone’s expectations of what “proper liquorice” should taste like.

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Valentines Day- When Love named a Liquorice business

heart drawing about how Saint Valentines Liquorice Company got its name on Valentines Day and Liquorice

Valentine’s day 1994, and I had a liquorice business concept forming, mostly in my head but I’d taken practical steps too. I secured an exclusive contract to import a brand new liquorice product to the UK. A small bank loan and all my savings bought me shipping, storage and a stall. I had a list of shows and events that liked my idea. What I didn’t have was the brand name. But on a cold February morning in my dear friend Julie’s kitchen, Saint Valentines Liquorice Company was born.

The story goes, I’d met an old Yogi, whilst travelling in India who’d instilled an idea in me. Through mediation, kindness and a stick of liquorice root for good health, I can find happiness. My encounter with Guruji was five years earlier, and the only part, I’d taken to the heart of the sage advice given me was about the liquorice. Well, that’s what I told myself anyway.

Liquorice from the Fjords

The liquorice I was about to start importing, I’d first come across four years earlier in Oslo, Norway, where I lived and worked. It was nothing like the liquorice root stick I was diligently chewing. No, this was different. Long, shiny, black twists, looking like an edible rope. It was not only black, but there were also reds, greens, browns, blues, and orange—a rainbow-like kaleidoscope of liquorice confectionery.

Not only did it look and taste amazing, but the good folks of Oslo also loved it. My friend Magna, (there’s a right old Norwegian name) sold it from a small wheeled barrow boy cart. Most days during the summer he’d roll it out, and set up shop in the popular Aker Brygge, amongst the restaurants, bars, cafe’s and shops next to Oslo fjord. I managed one of these restaurants, so I provided the overnight storage for his stall and stock. That’s when a small seed of an idea settled somewhere in my subconscious, and I became quite an expert in product tasting to boot.

A Valentines Day & Liquorice Name

It was Julie who suggested Saint Valentines on that cold morning. I understood people who liked liquorice were very passionate about just how much they enjoyed it from my earlier Norwegian experience. They claimed they loved it. What can’t we do when we are in love? Quite a lot, apparently. Our rational thinking mind disengages, but that’s another story. On a day that commonly celebrates the notion of romance and love, what has rationality got to do with it? And so the Valentines Day Liquorice Co. name began to form.

Long Liquorice, Long Name

Personal brand names are hot in 2021—Microbusiness names attract the generation Zs and millennials. They don’t trust big corporations, like Netflix, Airbnb, Apple, etc., but they love their branding. In 1994, I wanted to create a memorable brand and liked Valentines Liquorice and its long-form. It seemed to suit the products, after all until now, nobody sold liquorice sticks 50cm long in the UK. And so after bouncing ideas, listening, drawing and umpteen cups of tea, we settled on St Valentines Liquorice Co.

cropped SVLC FINAL Favicon 512

Cupid shot your arrow

Brands are continually searching for new ways to engage audiences, and many of them are discovering that art and illustration is an excellent way to go about this. A few years into the business, we did this when Elaine (my wife) illustrated Cupid in our logo.  We love our Cupid, and so it seems to do our customers. Incorporating art is vital and Elaine is our resident artist. We want our customers to connect with our brand because it is personable and familiar, even though the name is long and not automatically on-trend.

Saint Valentines Liquorice Company

And so, after 27 years, on the eve of our naming day amid a global pandemic, we’re incredibly grateful, that we have this unique story. You reacted with interest, passion and enthusiasm when we did our first show in May 1994. The same year we went to Glastonbury Festival because the trade manager liked our concept so much, but had no allocated space. We had to wait 24 hours in the wholesale compound until he found a small gap between two long-standing caterers stalls. The Festival was open, and hundreds of thousands (this was before the fence) were onsite. We set up, opened, and sold from that kaleidoscope of liquorice confectionery and made friends, some for life. And our name stuck, just like the mud.

Happy Valentine’s folks.

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Poetry Competition Wonderful People

Graffiti artist painting the word poetry for a poetry competition for Saint Valentines Liquorice Company

In our Liquorice poetry competition, everyone is a winner. For some of us, lockdown has brought the creative force in us to the fore. Launching a competition seemed an excellent way to engage with the creative edge in you. You amazed and delighted at the depth and variety of your response. Lockdown Liquorice Poems is ready for you.  

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Virtual Festival Reasons to be cheerful; part 1.

Revellers dance at Glastonbury festival with Saint Valentines Liquorice Company

Time for a virtual festival!

It should be the festival season and for obvious reasons, damn you COVID! It’s not happening out there. Usually, Saint Valentines Liquorice company would be gearing up for the fab festival season in front of us, and perhaps you would too? So we are wondering if there are ways to time travel taking inspiration from the past and looking to the future.

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Liquorice Root is surprisingly good for your health 30 uses.

liquorice root bundle naturally sweet tasting roots from the plant Glycyrrhiza Glabra used to make liquorice confectionery sold by

If you wanted to see liquorice root dug fresh from the soil, you would have to travel to Calabria in Southern Italy or perhaps Turkey, Iran, China, or even Pontefract in West Yorkshire, England. The liquorice plant, Glycyrrhiza Glabra, is a leafy shrub grown for its lengthy roots, which have an extended history of healing properties and a deliciously distinctive sweet taste.

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Liquorice and Yoga?

Liquorice and Yoga?

Liquorice and Yoga? yes sounds unusual, but actually when you follow the threads back to the beginning you can see how it came about that the owners of Saint Valentine’s Liquorice Company also own it’s sister company Isle of Yoga. Both lifestyle businesses developed around a love of tasty experiences. When the Liquorice Company was born it was all down to Erling’s love of fine quality Scandinavian and Italian Liquorice and also his love of travelling and in particular music and music festivals. Within this business he’d found a way to share and delight in both these things at the same time meeting lovely people, having new experiences, selling delicious Liquorice and seeing peoples faces light up!

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Liquorice Winner Announced! What’s not to love?

Thank you to everyone who joined in with our most recent Facebook Like and Share free prize Draw to find a Liquorice winner, we were so pleased to see more and more of you enjoying our face book page and the prospect of winning a Liquorice and Candy prize, well we drew a winner from the pile of wonderful face book Saint Valentine Liquorice Co. friends and we announced with a bang on Fireworks night that Sophie from Bristol was the happy winner, Sophie was as she it put “well chuffed” and she said “I never win!” but we were glad to let her know that she does!

So to keep a happy story going strong We are running another free prize draw, we’ve spread the news to a few friends and will be posting it to our page today, so like and share and invite friends to be put in to the next draw yourself.

Best wishes and Good Liquoricey luck!