Two-time Emmy and three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald, interviewed Stephanie Stuckey. The Chair of Stuckey’s. A pecan snack and candy company based in Wrens, GA. She is also the author of “Unstuck: Reviving an American Icon.” Stuckey’s growth lies in their partnership with almost 5,000 retailers nationwide that sell their delicious pecan snacks and candies.
Questions About the Company’s History and Legacy:
- Stuckey's has such a rich history. Can you share what initially inspired the rebirth of the brand after all these years?
- How does social media on LinkedIn work?
- The Power of Marketing and Branding.
- What strategies did you implement to turn Stuckey’s around and bring it back to the forefront of the market?
- Acquiring a pecan manufacturing facility was a major step. How has owning this facility impacted your product offerings and business growth?
- What role does innovation play in the resurgence of Stuckey’s, especially in terms of product development and marketing?
Questions About Branding and Marketing:
- Stuckey’s is known for its nostalgic appeal. How do you balance honoring that nostalgia while also appealing to modern consumers?
- How important has social media and digital marketing been in the rebirth of Stuckey’s?
Questions About Leadership and Vision:
- What’s your long-term vision for Stuckey’s, and how do you plan to continue the momentum you’ve built?
- What advice would you give to other entrepreneurs wanting to start their own business?
Questions About Partnerships and Community:
- How have partnerships with retailers and other brands contributed to the comeback of Stuckey’s?
- Stuckey’s has deep roots in Georgia. How important has the local community been in your company’s resurgence?
- Can you share any upcoming collaborations or new product launches that will be part of Stuckey’s comeback story?
It all started with a borrowed Model A Ford and a $35 loan
With that, W.S. “Sylvester” Stuckey, Sr. founded Stuckey’s as a roadside pecan stand along Highway 23 in Eastman, GA in 1937. With that Ford that he retrofitted to haul pecans and the loan (from his grandmother), W.S. drove around the countryside and bought pecans from local farmers to sell at his stand, along with local honey and souvenirs. His wife, Ethel, added her delicious homemade candies – southern delicacies like pralines, Divinities, and our iconic Pecan Log Rolls.
Through grit and determination, the Stuckeys grew the stores from these humble beginnings to a roadside empire. At its peak in the 1960s, the little pecan company had become an integral part of the American road trip. It boasted 368 stores in over 30 states, each offering kitschy souvenirs, clean restrooms, Texaco gas, and of course, our famous candies.
Stuckey’s also owned a candy plant in Eastman to allow for larger production of sweet treats, a trucking company, and a sign company that produced the 4,000 Stuckey’s billboards that dotted America’s highways. Stuckey’s merged with Pet Milk Co. in 1964 to add capacity and capital for the company to grow.
Decline and Rebound
W.S. Stuckey, Sr. died in 1977, the same year that Illinois Central Industries, a Chicago conglomerate, bought Pet Milk Co., and they began to close Stuckey’s stores across the country. Stuckey’s fell into a decline until 1984 when W.S. “Billy” Stuckey, Jr., son of the founder and a five-term Congressman from the 8th District of Georgia, acquired Stuckey’s and began to turn the company around.
Under Billy’s helm, the Stuckey’s Express concept – or a store within a store – was launched, and the company expanded to over 115 franchises in 17 states. The Eastman candy plant continued operations by a third-party contractor but was shuttered in 2009 during the Recession, although Stuckey’s branded candies continued to be produced by outside vendors.
In November of 2019, Ethel “Stephanie” Stuckey, Billy’s daughter, took over as CEO of Stuckey’s. In August of 2020, Stuckey’s acquired Front Porch Pecans, a pecan snack company that sells to domestic and foreign markets, including grocery channels in the Southeast U.S. With this merger, Stuckey’s gained management support with R.G. Lamar as new President to run Stuckey’s with Stephanie.
In January of 2021, Stephanie and R.G. acquired a pecan manufacturing facility in Wrens, Georgia to drive growth of the company through snack and candy making. Later that year, they added a third equity owner, Ted Wright, a marketing professional based in Atlanta.
Today, Stuckey’s is making a comeback, thanks to reinventing the brand as a pecan snack and candy company. They are once again making the d