Gift Biz Unwrapped | Women Entrepreneurs | Bakers, Crafters, Makers | Startup

An expatriate from corporate America, Eric Rion has been at the helm of Willa's Shortbread since 2006 when founder Willa Allen hung up her apron. Inheriting a small family business with a great core product, a small but loyal regional customer base and a gourmet and specialty market that was pretty much non-existent, the challenges to profitable growth were many. The decision was made early on to go with all natural ingredients and to add flavors a few at a time. After some not so delightful forays into the larger retailer market, Eric decided to keep the focus on the Gourmet and Specialty market which fortunately, began a growth surge that continues to this day. In 2015, Willa's was awarded a Best of the South Award from Southern Living magazine that led to appearances on Unwrapped 2.0 and Tennessee Crossroads as well as articles in numerous nationally known magazines. In 2017, Willa's Mercantile was opened in the packaging location in Goodlettsville, TN. In addition to the Willa's line, the Mercantile of