Prince Albert Canadian Tire Dealer, Malcolm Jenkins posing in his office with his Toffifee Lifetime Achievement Award and a box of the sweet treat he's become well known for. (Ronald Quaroni/paNOW Staff)

By Ronald Quaroni

Toffifee Tycoon

P.A. Canadian Tire: The highest selling individual store of Toffifee world-wide

Dec 7, 2019 | 2:00 PM

As you step into Malcolm Jenkins office overlooking the floor of his Canadian Tire store, you’re struck with a visual of pictures, toys and awards. One of the more iconic trophies that decorates the room, is his Toffifee Lifetime Achievement Award.

How does one achieve an award from Toffifee? You sell them, a lot of them.

Road to the top

It all started with an idea, a plan to stand out from the crowd.

“I guess six or seven years ago, I was in Toronto, and I met with a young lady who was working for Canadian Tire as the buyer of confectionary,” Jenkins recalls. “So we were having a chat and I said, ‘what have you got that we can have some fun with.’”

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After looking over some popular brands; Mars bars, Glossette, etc., Jenkins spotted a box of Toffifee and said, “how about that one?”

A natural progression took place.

“We bought a couple of thousand…2,000 went. So next year we tried 5,000, just for fun, [sold] 5,000. The next year, we did 10,000. Then we did 15,000, then 20,000. Last year we did 25,000,” he said.

For the 2019 season Jenkins said the store ordered 27,000 boxes of Toffifee.

“If it ain’t broke, don’t fix it. I have people saying in September, ‘when’s the Toffifee coming in?’” he laughed.

The Toffifee tycoon was quick to dismiss the notion his store was one of the highest sellers of the confectionary item.

“No, not one of them. We sell the most Toffifee of any individual store in the entire world. In fact, in the known universe, the chartered galaxy, we are number one,” Jenkins exclaimed.

The Baron of Bon Bon’s has been with Canadian Tire for nearly 40 years, almost 30 of those spent in Prince Albert.

Jenkins Toffifee notoriety is only trumped by his altruistic nature.

Community work

Over the years he has worked tirelessly to support countless groups, charities and organizations.

“We’re just paying back to the community. I don’t print money in the basement. If people come to the store and buy stuff, it gives us the ability to take some of that and put it back in the community,” Jenkins noted.

This year Jenkins made contributions towards The Jumpstart Park and The Rose Garden Hospice.

“To me it’s self-evident. If you have the ability to do something you do it,” he said.

Elise Hildebrandt, CEO of the Prince Albert and District Chamber of Commerce said it’s important for local businesses to reinvest back into their communities.

“Malcolm Jenkins is an amazing example of this, as are many of our other wonderful businesses within the community,” Hildebrandt said.

According to Hildebrandt it also illustrates the importance of buying and shopping local.

“When we as the residents support our local stores, they in turn can support our local organizations, charities and groups. Supporting local means that our community stays alive, the local businesses provide jobs,” she said. “Never forget that it is our local store owners that provide back to the community directly.”

As for Malcolm Jenkins, he has no plans of giving up the mantle of Toffifee king or reinvesting in Prince Albert.

“We recycle our customers cash. It’s worked for 30 years. It’ll be 30 years I’ve been here as of next Valentines Day, that Melba and I came here and we’re going to just keep doing that,” Jenkins said.

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Ron.quaroni@jpbg.ca

On Twitter: @RonaldQuaroni