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About Susie's South Forty

Susie Hitchcock-Hall embarked on her initial entrepreneurial venture in 1976, starting her career in the world of dance. She taught country western dancing in various settings, including the YMCA, church classes, Junior Cotillions, and conducting private lessons. Even after starting Susie’s South Forty, she continued to teach dance leaving a lasting impression on country/western and line dancing students in Texas, New Mexico, New York, and Vermont. Famous dance students include former President of the United States George Bush and First Lady Laura, as well as CEO of Time-Warner and his wife, Jerry and Barbara Levin. The Levin’s enjoyed Susie’s dance lessons so much they flew her to New York and Vermont for lessons.

Susie started her next and current business, when a friend Toy Boyd approached her with an idea. As the proprietor of an 800-tree pecan grove (the south forty that inspired the business’s name), Toy sought to explore a new avenue beyond mere pecan sales. Susie, with her passion for cooking, enthusiastically embraced the challenge of creating pecan-based recipes for Toy's pecans and Susie’s South Forty Confections was born in her kitchen on November 1, 1991.

It was far from an easy road. Susie earned just $452 the first season and with little money to invest, she bartered sweets for airtime on radio, television, and ads in the newspaper. She started her first mailing list by gathering contacts from her church directory, dance students, and friends. As her business grew, she arranged work schedules around school hours so young mothers could work without paying for childcare all while continuing to teach dance lessons every night for the first 12 years.

As a two-time successful business woman and entrepreneur, she received a prestigious induction into the Texas Women's Hall of Fame by the state's governor, recognizing her outstanding achievements. Her deep affection for her hometown, Midland, and her active involvement in community volunteer work are integral to Susie's life and the foundation of her accomplishments. She derives immense joy from assisting others in achieving their goals and remains dedicated to sharing her success stories, inspiring fellow women to pursue their dreams.

A resident of Midland who has generously contributed her time and expertise to numerous local and state boards as well as non-profit organizations. These include the University of Texas Permian Basin, Midland Chamber of Commerce, Midland Manufacturers Association, United Way, Motran, Midland Community Theatre, MHMR, Permian Basin Crimestoppers, Midland Humane Coalition, West Texas Iris Society, YMCA Fitness Center, Junior Woman's Association, Midland Soccer Association, Texas Association of Business, Master Confectioner Emeritus of Retail Confectioners International, and holds a lifetime membership in the NRA.

Susie acknowledges the profound influence of God in her life, holding the position of Elder and serving as a Trustee at the First Presbyterian Church. She frequently quotes her late husband, Mike Hall, saying, "Our success is a testament to God's sweet tooth."

Over the years,

Susie has developed new confections that continue to delight! A huge milestone of the business was opening the 20,000-square-foot factory in 2002. To celebrate the occasion, she and her son David created a 2,940-pound Texas-shaped toffee bar, earning her a Guinness World Record for the largest piece of toffee. The impressive toffee pan is displayed at the factory for all to see.

One of Susie's most renown confections, Texas Trash®, was featured on the Food Networks favorite show "Unwrapped". A custom blend of cereals and pretzels mixed with fancy pecans, drenched in a creamy white chocolate flavored coating, and dusted with powdered sugar is such a treat!

Other reputations and awards Susie's South Forty has received over the years include: One of the “Fastest Growing Basket Businesses in America” from Festivities Publications, “Best Fudge” and “Best Frozen Dessert” from the Austin, Texas Fancy Foods Show, and she was featured on Day Tripper with Chet Garner and the Texas Country.


Susie's South Forty Confections headquartered in Midland, Texas, boasts a team of 26 dedicated employees. The company operates two retail stores and a factory that perfectly marries state-of-the-art and old-fashioned. Susie’s factory features viewing windows and machinery specially designed to allow visitors an up-close experience. On a normal day, you will find Susie’s dedicated workers crafting her famous Texas Pecan Toffee®, hand-dipped chocolate delights, or creating her Texas Trash®. The Midland must attraction draws both residents and visitors from across the United States and around the globe.

Susie's confections are shipped to customers in all 50 states and 34 countries all the while upholding her unwavering standards of freshness, a steadfast commitment to preservative-free products, and the highest levels of customer service excellence.

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