Oh Mi Organic chocolate gaining in popularity

ST. JOHNS — When Brent Hurst first made a batch of organic chocolate at home in 2014, he did so for the purpose of giving something back to his wife

Megen Hurst, 35, had been suffering from a debilitating illness since 2011, and had changed her diet among several efforts to ease the pain.

"I just wanted to give her something that she missed since she changed her diet," said Brent, 47. "Selling chocolate was not part of the plan."

However, the Hursts gave in to the urging of their friends and relatives, who after sampling it encouraged the couple to sell their chocolate. Today, the product can be found in five retail locations and is developing a following after being on the market for just three months.

"I told a friend that this was not going to work because nobody is going to pay $2 for a piece of chocolate," Brent Hurst said. "However I have been proven wrong thousands of times now.".

The Country Store in St. Johns has carried Oh Mi Organics chocolate for all three months. Owner Sherry Mulligan said the chocolate is drawing repeat customers.

"It has done really well. We have had people who have tried it and have come back for more," Mulligan said. "I like it because it is Michigan based and it is one small business helping another."

A healthy beginning

The idea for making organic chocolate came to the Hursts after Megen was diagnosed with rheumatoid arthritis in 2011.

"I was on the strongest dose of drugs that they could give me, which was actually a low dose chemotherapy," Megen said. "Eventually we decided to stop taking the medicine and I changed to a diet that was all natural and organic. I lost 60 pounds and did not have the pain I had."

In 2014, the family discovered that Megen had food allergies. Having the allergies and arthritis also meant that Megen had to go without certain food, including chocolate. The Hursts read labels on a variety of chocolate products available in stores and found that they used ingredients such as sugar and preservatives that would aggravate her condition.

"One night Brent asked me what I missed the most about this diet and I said chocolate. So he decided to find way to make a form of chocolate that I could have," Megen said.

Brent's research led to healthier ingredients that could be substituted in a recipe.  They included coconut oil, which contains lauric acid and has been shown to have many health benefits, such as maintaining blood sugar and cholesterol and strengthening the immune system. They also included raw honey, which contains antioxidants and has shown to reduce inflammation.

After the initial product turned out well, the Hursts looked into what they could add to the chocolate. They did not have to look far. In addition to the raw honey from Gearig Apiaries of Ithaca, they found mint oil and maple syrup at Livingston Farms in St. Johns.

"We also found goat's milk caramel and experimented with fruit," Brent said. "We just consulted with each other, tried new things and hit a lot of home runs."

They also found a variety of plant-based extracts they allowed them to offer different flavors.

"There is one extract that is similar to graham crackers but can still be enjoyed by people with gluten allergies," Megen said.

The Hursts also created two flavors, Monkey Chunk with dried bananas and Bubba Berry with dried blueberries, with their two grandchildren in mind.

"Our granddaughter Hollie loves organic bananas so Monkey Chunk is for her. And our grandson Owen is nicknamed Bubba so we came up with the name Bubba Berry and included organic blueberries," Brent said.

Labor of love

The Hursts never envisioned  taking their creations to market.

"We both have full-time jobs," Megen said. "But more and more people who tried it kept telling us that we should sell it and that we would help a lot of people."

To keep up with demand, the Hursts, along with son Damian Greenman, spend two to three hours after work three times a week making and packaging the chocolate at a facility in St. Johns with a commercial kitchen.

"On a normal night we can make 450 pieces," said Brent.

Their first foray into putting their chocolate on the market was earlier last fall, when they took samples to the owners and staff at Phillips Orchards north of St. Johns. After trying the samples, the owners offered to sell the chocolate through their market store. The chocolates went on sale starting on Nov. 1.

"We then went to Andy T’s (Farm Market) and took some samples for him to try. They said that they had to have it at their store," Brent said. "Then we approached Sherry at the Country Store because she is all about selling Michigan products. And she really liked it and wanted it in her store."

The candy was also picked up by Food for Living in East Lansing as well as the Old Town General Store in Lansing's Old Town.

Rhea Van Atta, owner of the Old Town General Store, sought out the Hursts after hearing about Oh Mi Organics from friends.

"I like that it is made in Michigan, it is organic and a healthy alternative using coconut oil and raw honey," Van Atta said. "I also like that they are using ingredients from local sources."

Van Atta said the Oh Mi Organics products have been gaining a following as well.

"They have been doing quite well given that it is a new product and it is a slow time of year. The customers have been coming back to buy more because they can feel good about eating it and it is the right size," Van Atta said.

Customers will find eight varieties. In addition to chocolate, Monkey Chunk and Bubba Berry, there is also anise (black licorice), mint, mocha, sea salt caramel, and turtle, which contains pecans and goat's milk caramel.

The Hursts also rotate a flavor of the month, which is wine this month. Previous flavors of the month have included caramel cashew and almond butter cup.

"The almond butter cup was like a peanut butter cup, but could be enjoyed by those people who are allergic to peanuts," Megen said.

The Hursts say the reward for their extra effort is found in the reactions of the people who try their chocolate. Because of the ingredients used, the chocolate is suitable for vegetarians or people who are allergic to soy, gluten, eggs and wheat. People with dairy or peanut allergies may also enjoy certain varieties of the chocolate.

The Hursts plan to do more good with their chocolate and hope to make donations to community organizations with the proceeds from the sales.

We are not chocolate magnates just foodies. We are having fun making a lot of people happy. If that does not happen it is not work worth doing anymore," Brent said.

Contact Tom Thelen at 377-1097 or tthelen@lsj.com. Follow him on Twitter @TomThelen_LSJ

Sampling opportunities

Brent and Megen Hurst will be available with samples of Oh Mi Organics at the following events.

• Thursday, Feb. 11, from 3 p.m. to 7 p.m. at Old Town General Store, 408 E. Grand River Ave., Lansing, as part of Old Town Chocolate Walk. A ticket is required. Visit iloveoldtown.org/calendar for more information.
• Saturday, Feb. 13, from 4 p.m. to 7 p.m. at the Country Store in St. Johns, 1101 E. State St., St. Johns. Free samples.

Where to find

Oh MI Organics chocolate can be found for sale at the following locations:

• Old Town General Store, 408 E. Grand River Ave., Lansing
• Foods for Living, 2655 E. Grand River Ave., East Lansing
• Andy T's Farm Market, 3131 S. Business 127, St. Johns
• Country Store, 1101 E. State St., St. Johns
• Phillips Orchards Gatehouse Market, 1991 E. County Line Road, St. Johns

For more information, visit the Oh Mi Organics page on Facebook.