Business finds sweet success in biscuits
By Lindsay Slater
The Times-Journal
Published August 24, 2010
It’s a recipe that’s been in the family for 67 years. It turned into a business that is thriving for Tracy Johnson.
Johnson is the owner of Granny Hester’s Sweet Potato Biscuits, a business local to Fort Payne.
Johnson operates out of the shop used by her grandfather, Homer. It served as the Fort Payne Bakery and Restaurant until 1971.
Johnson, who makes about 60 dozen sweet potato biscuits a day, began selling the biscuits in 2005 and is now reaching out to customers across the nation.
“We sell online through Dreamland Barbecue, we sell locally through Bruce’s Foodland and Wildflower Café and several other locations throughout the state,” Johnson said.
Johnson said online orders come from states, such as California, West Virginia and Colorado, to name a few.
And, Johnson said business is booming.
“We are definitely gaining customers,” Johnson said. “We’ve seen an overall increase of about 50 percent.”
Johnson said the key to success is creating a product that is consistent and customer service.
“I think once people try them, they are hooked,” Johnson said. “So, it’s important for me to create a product that is consistent for my customers, as well as getting them to the customers who order online as quickly as possible.”
Johnson said advice she would give to other businesses that may be struggling is to hang in there.
“It’ll get better,” Johnson said. “Don’t give up and continue to work on building clientele.”
Jacksonville State University Business Development Center account executive Jeff Hooie said Johnson has a unique product, which adds to her success.
“It’s really unheard of that you have a business that focuses on one product and succeeds,” Hooie said. “But, she specializes in what she does, and she’s good at it.”
Hooie said having a product that can be frozen is also a plus.
“To be able to freeze her product for up to six months is great,” Hooie said. “Her product would almost be considered non-perishable.”
Hooie said Johnson taking advantage of the Internet and working with Dreamland Barbecue is an asset to her business.
“When you can partner with a corporation to sell your product, that is huge,” Hooie said. “She is able to reach more potential customers through that outlet, as well as utilizing the Internet for her product.”
