Why the name?

OUR NAME

While the firm does not specialize in saltwater or marine industries, the name reflects a story of entrepreneurial ingenuity. The founder’s great-great-great grandfather, Joseph F. Fralinger, was an American businessman widely credited as the inventor of salt water taffy, now a nationally renown product brand. A native of Atlantic City, Fralinger operated a volunteer fire company, a minor league baseball team, and most importantly a confectionery shop along the city’s boardwalk. 

In 1883, a powerful storm surge flooded his shop, soaking much of his inventory—including his most popular product, taffy. Despite the corrosive effects of the saltwater, it instigated a type of Schumpeterian creative destruction, in which unexpected disruption becomes the catalyst for innovation. Rather than discard the product, Fralinger reframed the mishap as a marketing opportunity, selling the briny candy as “salt water taffy.” The name resonated with visitors and quickly became synonymous with the Atlantic City boardwalk, growing into a nationally recognized brand over the decades that followed. 

Saltwater Innovations LLC draws inspiration from this moment of entrepreneurial adaptation—a prime example of Schumpeterian renewal. In the same spirit, the firm focuses on identifying opportunities within shifting conditions and translating them into practical strategies that drive competitiveness, growth, and long-term economic value. 

What has Saltwater inherited?