It began with a need and turned into an American dream. Emily’s Heirloom Pound Cakes were born out of a fundraising effort for April McClung’s sons to go on international ambassador trips nine years ago.
“We prayed as a family how to come up with this money and the spirit led us to our grandmother’s 100-year-old recipe,” McClung said. “And in nine months, and with one poundcake recipe, we raised over $14,000.”
These cakes are made with love, and everybody knows that love is the key ingredient.April McClung, owner of Emily’s Heirloom Pound Cakes
Once the money was raised and the boys were traveling, McClung had a decision to make. Continue working a corporate job or choose the cake? Her customers helped her decide. They were hooked, and once you try these pound cakes, it’s easy to understand why.
“These cakes are made with love, and everybody knows that love is the key ingredient,” McClung said. “Outside of love, it’s all butter, baby.”
The butter-based recipe that originated in Grandmother Emily’s kitchen has become a phenomenon in itself. Emily’s Heirloom Pound Cakes now ships more than 5,000 packaged slices a month. Hundreds of cakes sold monthly via their website, Amazon and Walmart.com are shipped across the United States. This small business also participates in Sam’s Club road shows, delivering the taste of Emily’s straight to shoppers.
A handful of employees in a Pelham, Alabama-based commercial kitchen produce the goods. Emily’s Original is the number one seller, followed by lemon and lemon blueberry buttermilk. But flavors such as red velvet, skillet caramel, turtle and key lime also take the cake.
The path to this point has not been without its problems. The pandemic threatened it all.
“We looked at losing 75% of our business because we’re so public facing. It was scary,” McClung recalled. “But I quickly pivoted to figure out how to do something different and we found ways to be able to continue to grow the business.”
McClung’s relationship with Regions also played a part in staying afloat.
“I’ve banked with Regions Bank before they were Regions, for 25-30 years, and I’ve been able to grow with Regions,” McClung said. “They assisted me with PPP loans. And Regions has provided resources as I’ve needed to grow.”
Tiffany Lovelace, head of Supplier Diversity at Regions Bank, says a trusting connection has helped build something that is organic in nature, as Emily’s Heirloom Pound Cakes is not only a customer, but a vendor, as well.
“How Regions was there every step of the way in the PPP process and more importantly, (providing) the tools and the solutions that we can deliver as her company evolves, that’s shared value,” Lovelace said. “As a result of the relationship between Regions and Emily’s, now we are positioned to be a consultative voice to help her business grow and take it to the next level.”
Another piece of the growth puzzle? McClung’s son, Tre, who has served as her production manager for the past three years. Tre’s sights are set on a big future.
“I see us taking this poundcake across the nation because I really love to be able to share the experience that my family was able to grow up with,” Tre McClung said. “I want to be able to push that love and that dream and put it in the households of everybody in America.”
Slice by slice and loaf by loaf, this Good Company is building a family small business into something bigger.
“It’s not been easy, but it has been the best thing that’s ever happened to me,” April McClung said. “I never dreamed that I would own a company, but I keep good people around me, and I keep my faith and I just keep putting one foot in front of the other.”
It’s not been easy, but it has been the best thing that’s ever happened to me.April McClung, owner of Emily’s Heirloom Pound Cakes
