Eric and Teresa Rion of Willa’s Shortbread
If you’re a customer of Oak Grove Market, then you have more than likely tried the delicious cookies by Willa’s Shortbread! Owned by Eric and Teresa Rion, this Goodlettsville based company features several different flavors (some of those flavors including Oak Grove Farms Honey). These tasty snacks have been a staple at the market for a few years now, and we’re thankful to work alongside the incredible owners. We recently had a chance to learn more about their business.
About Willa’s Shortbread
Willa's Shortbread is a family owned and operated company located in Goodlettsville, TN. They offer a wide variety of award winning, hand crafted, all-natural shortbread cookies and savory cheese cookies. They’ve been in business for over 45 years and have long enjoyed a loyal customer base across the country.
01 Why did you start Willa’s Shortbread?
Willa Allen started the company out of her home kitchen in the mid 1970's supplying local markets in the Hendersonville, NC area. In 2006, Willa decided to retire and was looking to sell the company. Not wanting the see the company sold off to the highest bidder, purchased by us, Teresa & Eric Rion of Hendersonville, TN (relatives of Willa by marriage) who moved it to middle Tennessee where we operate our bakery and packaging operations. Initially it was going to be a part time venture but it became our full time business in 2010.
02 What challenges have you faced along the way?
In addition to the challenges of any small business (financing, getting established, etc.) our main challenge was the fact that the gourmet/specialty food market in the mid 2000's was very, very small. Finding new customers was a daily challenge and we were fortunate to have a core customer base that stayed with us when we took over the business. Another was to change the perception of being a North Carolina business that relocated to Tennessee to that of a pure Tennessee company that had a Carolina past. The gourmet/specialty food market really took off right after we had made changes in our packaging and marketing and we were in the right place at the right time with the right product.
03 What advice can you give aspiring entrepreneurs?
Get your financing set right from the start, watch your expenses, study the market and pay for great packaging designs!!
04 What’s next for Willa’s Shortbread?
New flavor time - We're introducing our Tennessee Hot Honey in September!
05 What drives / inspires you?
Another 5 years or so and we'll be ready to pass the company on to another entrepreneur who can take Willa's to the next level. Knowing that's on the horizon is all the inspiration we need.