Edgy Brownies: Carmel couple woos brownie lovers with new pan design.

• Author: Hromadka, Erik
• Position: AROUND INDIANA - Baker's Edge

ON A COLD WINTER DAY, there are few things as welcoming as a pan of warm, chewy brownies in your kitchen. But who would think that improving the brownie pan could be the ticket to starting your own business?

Enter Matt and Emily Griffin of Carmel, who did just that by adding a zig-zag pattern to a traditional baking pan and marketing it as the best solution for brownie-lovers who prefer chewy edges. Their 9" x 12" non-stick aluminum pan features patented sidewalls that extend into the baking area from either side, allowing heat to circulate more evenly and guaranteeing that each brownie (or any other baked good) has at least two edges.

As president and CEO of Baker's Edge, Matt came up with the idea in 1998, after graduating from Ball State University with degrees in economics and urban planning. As a self-proclaimed "edge brownie lover," he pitched the idea to his wife, who held a baking and culinary arts degree from Sullivan University They tinkered with the concept before cleaning out their savings account in 2002 to build the first prototype.

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Although they were impressed with the new product, convincing investors to take a chance on the new company was a harder job. None of their attempts to seek funding raised any dough and their Edge Brownie Pan seemed destined to become just another interesting idea. However, the Griffins got their big break in 2004, when they entered an "Ideas Happen" contest sponsored by Visa and won $25,000 as one of 12 winners nationwide.

That event provided the start-up capital they needed and allowed the young couple to get some attention for their unique product. Soon the Baker's Edge pan was getting noticed by publications ranging from The New York Times to Good Housekeeping. And sales started to rise.

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