Business Is Burning Bright at Pasture and Crate

Janelle Mitzner grew up on a farm in Northwest Indiana. Her parents, aunts, uncles, and siblings were business owners, and the idea that she would move two hours away and work at her marketing job at Beck’s Hybrids was a bit of a shock.

Still, despite Mitzner’s move with her fiancé to his pig farm, spending long nights in the barn overseeing their Landrace pigs, her entrepreneur roots were a natural path to her next step.

“My fiancé is from Tipton and we had a lot of his guy friends around, but I hadn’t really formed a lot of relationships yet,” she said. “I was looking for a hobby. I saw an advertisement from a big candle and bath company and I thought I could probably make candles myself.”

What began as a fun creative outlet, making six candles in an hour over a double broiler in her kitchen, became Pasture and Crate, a thriving high-end candle business.

“I called it Pasture as a tribute to my cattle roots growing up, and Crate for the pig industry that is our lifestyle now,” Mitzner said. “I wanted them to be something you wouldn’t find anywhere else, and have an agricultural theme.”

All Mitzner’s candles are white or crème, owing to her desire to add something to the home that will fit in every environment. She wanted them to be classy, and satisfy the farmer as well as the city customer.

She began experimenting with scents and names, creating her bestselling candle collection, Farmer’s Daughter, with scents like Hired Hand, Early Morning Brew and more.

They reminded her of her agricultural roots, and soon others began to take notice. One thing led to another, and eventually Mitzner said their home had been taken over by Pasture and Crate.

“This grew much bigger than we ever thought it would,” she said. “I ended up with a dining room as a warehouse, a guest bedroom as a shipping center, and the kitchen was production. We had just built a new pig barn that had additional office space and we created a space for the business. There’s a door that divides the two sections, but ironically, on the other side of that door is one of the inspirations for the business.”

They installed separate air systems and temperature control. Mitzner said standing in her candle production space, one would never know their 4-H and Future Farmers of America pigs were hanging out on the other side.

Over the past several years Mitzner has created her year-round collections, but also offers seasonal collections. In February, The Litter collection features what Mitzner said is “all of the good smells of pigs,” with Picture Pen and Chip Barn. April features The Planting Collection, with scents like Fresh Blooms and Turnin’ Dirt. Throughout the summer customers can purchase County Fair collection items, full of scents like Elephant Ear and Lemonade Shake.

In the fall, Indiana in Autumn is in stock, and available now is the Cowgirl Christmas collection with some of her tried-and-true scents like Tree Farm, Peppermint Ice Cream and a few new scents added.

“October through December is the busiest time,” she said. “I think we start spending more time inside and the fall scents are one of my biggest collections. I also think a lot of people like candles as a filler gift.”

In addition, she attends a variety of markets and holiday events, and loves interactions with customers.

“When someone walks into my booth they often say, ‘This smells just like my grandma’s house,’ or, ‘This reminds me of our vacation last summer,’” Mitzner said. “Our bodies are programmed and when we smell certain scents or hear a specific sound, it brings back memories. It’s nostalgic for many.”

For example, Grammy’s Kitchen reminds her of the banana nut bread cookies her grandmother used to make, and it means something different to others as they make their own connections.

The candles have also provided an educational opportunity.

It’s not uncommon for customers to be curious about the organic and natural products Mitzner uses. She makes her candles using soybean wax produced by American soybean farmers. It sparks discussion about American-made, homemade and environmentally friendly practices. They also like learning more about her life on the farm and the story behind each candle’s name.

Though Mitzner has customers from all over the country, she began primarily with farmers as a customer base. Those in the agricultural industry could appreciate the special touch she was putting into the scents, style and homage to her roots.

“I have one called Landrace Lover, and all of our pig friends buy it because it’s pig specific,” she said. “I’ve had agricultural companies reach out to me to do corporate gifts because it’s something unique. I have another called Fair Queen and pageant committees love to use those for ladies competing.”

She’s no longer making six candles an hour, but rather dozens at a time.

Mitzner found something that allows creativity and satisfies her entrepreneurial spirit. Furthermore, she’s been able to create relationships with customers and is making lifelong friends in the process.

Whether you’re looking for a nostalgic scent from grandma’s farm or simply interested in high-end products for the home, Mitzner has you covered.

Visit pastureandcrate.com for more information, and use the coupon code MAGAZINE for free shipping on your orders.