Susu's Popcorn & Candy Cafe named Small Business of the Year

The dream of building a family business that spreads happiness one bag of popcorn at a time has grown into a thriving downtown destination, earning Susu's Popcorn & Candy Cafe recognition as the Nacogdoches County Chamber of Commerce's Small Business of the Year.

For Susan Sowards, the founder and driving force behind Susu’s Popcorn, the recognition reflects hard work, faith, family commitment and community support.

"I tell people I'm living the dream," she said. "I get to work with my children and the team that we consider part of our family, and we all do our best to make people happy every day."

That family-centered and welcoming approach has become a hallmark of Susu's Popcorn, building a loyal customer base and earning the business recognition from Southern Living as one of the South's Friendliest Places in 2025, further establishing its reputation as a downtown destination.

The Sowards family made a significant investment in downtown Nacogdoches through renovating a building to support operations, and continuing improvements with a recent expansion into the adjoining space. They introduced new sweet confections and treats including homemade fudge and ice cream and more area for sitting, snacking and enjoying the Susu’s experience.

Today, Susu's Popcorn has become a favorite place for locals and visitors alike. Sowards credits much of the company's success to a focus on relationships. She recalls a statement from Nacogdoches Assistant Fire Chief/Emergency Management Coordinator Michael Self that has stayed with her throughout her business journey. "He told me the first time someone comes into the store, it's for the product, but after that it's for the people," Susan said.

That philosophy has helped shape the culture at Susu's Popcorn, where customer service is just as important as the product itself.

"The community and fellow businesses have supported Susu's, and truly, to this day, we have faithful supporters still coming in for bags of popcorn," she said. "They say they can't go home without popcorn!"

She is grateful for those who believed in her vision from the beginning and helped build the business into the thriving success it is today. She points to her husband, former SFA educator Dr. Alan Sowards, as well as partners throughout the community who have served as loyal encouragers. She expressed gratitude to the many area businesses including Stephen F. Austin State University, local schools, Medical Center, Commercial Bank of Texas and the others that have partnered with Susu's Popcorn through promotions, fundraisers and special events. These

partnerships have strengthened the company's presence while allowing it to give back to causes and organizations throughout the region.

Looking ahead, Sowards sees opportunities for continued growth. One possibility on the horizon is a Susu's Popcorn franchise, bringing the company's signature treats to communities far beyond East Texas.

Susan said she appreciates The Chamber's recognition of Susu's Popcorn as a contributor to the community and looks forward to future partnerships. For the Sowards family, the honor is not only a celebration of a successful business but also a testament to the relationships, partnerships and hometown support that helped turn a dream into reality.

To attend The Chamber’s 104th Annual Meeting & Membership Banquet presented by The Fredonia Hotel & Convention Center on Sept. 22, call 936-560-5533 or go to www.Nacogdoches.org.