Martin's Handmade Pretzels Receives Statewide SBDC Phoenix Award

Canton, NY (08/14/2025) — Martin's Handmade Pretzels rose from the ashes to produce its renowned delectables at a larger scale and for more customers. Aptly, the company's owner, Josiah Martin, received the 2025 Phoenix Award presented by the New York State Small Business Development Center at a small ceremony held August 11 in Moira.

"The Phoenix Award is given to a business owner who has faced overwhelming challenges or disaster, and not only recovered, but comes back stronger, like the mythical Phoenix rising from the ashes," said New York State SBDC Director Sonya Smith. "It is my honor to present the 2025 Phoenix Award to a business that proves nothing, not even a devastating fire, can stop a determined entrepreneur."

As Smith presented Josiah with his award, she noted that the business owner was selected from more than 20,000 SBDC clients served in 2024. She also gave him an American flag that was flown over the U.S. Capitol Building in Washington, D.C., from Congresswoman Nydia Velazquez.

Josiah began working with the North Country SBDC at SUNY Canton in 2019. He purchased the famed pretzel operation from his grandfather while still a teenager, continuing a 90-year legacy as the fourth generation to operate the business, where he works alongside his family. In 2020, a disastrous fire destroyed the bakery less than a year after he took ownership.

He still remembers the day he got the call from his father, Justus. They had recently moved operations from the Watertown area, and COVID-related closures were creating staffing issues for the bakery and its customers. "It was at that moment that I had to go back to why I actually got into business in the first place, and it was a passion for being a creator and an entrepreneur," Josiah said.

Following the fire, he received further support from North Country SBDC Advisor Jennifer McCluskey, including business planning, financial analysis, and market expansion resources. Martin rebuilt and reopened the bakery in just 11 months.

Now, the bakery has expanded its distribution across the East Coast, secured placement with new retailers, and begun pursuing global markets. Josiah explained each pretzel is expertly hand rolled, and the company is maintaining its unique style alongside its expansion. "That's the passion we bring to our products," he said.

North Country SBDC Director Dale Rice said that Josiah's story is the perfect example of resilience, innovation and the entrepreneurial spirit that his office strives to support. "His ability to turn a devastating loss into an opportunity for growth inspires other small business owners across the North Country and the State."

The Franklin County Economic Development Corporation (FCEDC) also celebrated the Martins' resilience.

"This is everything you would want in rural entrepreneurship," said Jeremy Evans, CEO of the FCEDC. "They not only provide jobs and have made themselves a business, but they're also improving the community."

SUNY Canton President Zvi Szafran joined state and local business representatives in presenting the award. Szafran noted that he has immense pride in the North Country SBDC, and said he was delighted that the organization had worked with the company.

"We're prouder still of the Martin family for their grit, their determination, and their great pretzels," Szafran said.

About The North Country SBDC

The SBDC was established at SUNY Canton in 1998 serving St. Lawrence and Franklin Counties. In 2019, its service area further expanded to include Clinton, Essex, Hamilton, Warren, and Washington Counties. To make services accessible throughout this coverage area, the North Country SBDC has established several community outreach locations where clients can meet with advisors by appointment closer to home.

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