Steph Krueger of Elko New Market on Life, Lessons & Legacy

We recently had the chance to connect with Steph Krueger and have shared our conversation below.

Hi Steph, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What’s the most surprising thing you’ve learned about your customers?
The most surprising thing I’ve learned is that they are all just truly amazing! They come to my markets every single week, support me and other small businesses. I’m truly blessed with the most incredible customers.

Can you briefly introduce yourself and share what makes you or your brand unique?
Our Story
Shortie’s began in 2019 as a simple dream—my husband and I were determined to become debt-free, and I wanted to turn my passion for baking into something meaningful. Sharing homemade treats felt like the perfect way to connect with others while working toward our goals.
The name “Shortie” comes from my grandpa, who affectionately gave me the nickname growing up—even though I was always taller than most kids my age! The name stuck, and it felt only right to carry it into this sweet adventure.
Since launching Shortie’s, we haven’t looked back. Every treat is made with love, creativity, and a sprinkle of fun. I’m always dreaming up new goodies to share, and I hope you enjoy them as much as I love making them!
Christmas cookie boxes coming soon!

Okay, so here’s a deep one: Who taught you the most about work?
Easily my grandfather. He was my best friend, a really hardworking man and someone who always pushed me to be the best version of myself that I can be.

Was there ever a time you almost gave up?
Absolutely. There are many times I’ve almost given up. Rising prices, not many orders at times, how much work it can be, it all adds up. The reason I haven’t ever given up is due to my loyal following and customers who encourage and cheer me on every single day!

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Is the public version of you the real you?
Absolutely! What you see is what you get. I was always raised to respect my elders, be kind and treat people how you want to be treated. I always strive to be better!

Okay, so let’s keep going with one more question that means a lot to us: What light inside you have you been dimming?
I would have to say my creative side! I always say I’m not creative but I know it’s in there somewhere. I lack self confidence in some things, but I know I can create some truly amazing baked goods.

Contact Info:

• Website: https://shortiessweetsntreats.com/
• Instagram: https://www.instagram.com/shortiessweetsntreats?igsh=aDR4YjFrZnBuMnhu&utm_source=qr
• Facebook: https://www.facebook.com/share/173Zqiro7P/?mibextid=wwXIfr
• Other: TikTok: https://www.tiktok.com/@shortiessweets?_t=ZP-90TFjlfwDkd&_r=1