Alright – so today we’ve got the honor of introducing you to Shauna McFarland, LMSW. We think you’ll enjoy our conversation, we’ve shared it below.

Shauna, looking forward to hearing all of your stories today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

I’m from and still live in the South (shout to JoCo [Johnston County], NC). Down here, we have perfected all types of desserts that leave you sleepy because they’re so delicious – ‘Nana Puddin’ (the real kind, where you have to create the custard from scratch in a pot using a wooden spoon), carrot cake (because who knew a root could taste so good with icing on it?), pecan or chess pie, and don’t forget the 10-layer chocolate cake (because 2 or 3-layer cakes are for the weak). I jest, but here in the South food is at the heart all events large or small and dessert, like potato salad at the cookout [in The Culture], will determine if you’ll receive another invite in the future.

I grew up watching my petite paternal grandmother, Fannie, bake wonderful desserts, German chocolate cake was a favorite, for her 10 children and their families every Sunday and holiday, but she couldn’t enjoy what she baked because she had type 2 diabetes. My grandmother’s creations cultivated my love of sweets. Fast-forward decades later, and I was diagnosed with the same condition because I loved sweets entirely too much – to my detriment. After years of baking with refined sugar and inspired by my condition as well as my grandmother’s journey, I decided it was time to switch my lifestyle and make a serious pivot with my business. Please don’t misunderstand me, refined sugar IS NOT the only reason people, including myself, develop type 2 diabetes. There are numerous variables that may result in a person getting a type 2 diabetes diagnosis like genetics, types of food consumed, portion size, active lifestyle or lack thereof, etc.

My business, Country Cakes ‘N Shhh… (CCNS), offers a sweet treat experience that invites people to INDULGE without all the refined sugar ‘N Shhh… That is what sets us apart from the industry standard as we don’t use refined sugar to sweeten our goodies, but alternatives like local honey or dates in our country creations to satiate a sweet craving.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’ve baked most of my adult life, but it didn’t become a cathartic craft for me until I moved to Georgia. It was a way for me to show love and I enjoyed watching people savor what I made – all the “mmm’s” and “Damn that’s good!” gave me a warm feeling and definitely didn’t hurt my ego. It wasn’t until I moved back to North Carolina that the memory of my grandmother encouraged and motivated me to begin selling sweets inspired by what I ate growing up in rural North Carolina.

I continue to be inspired by what I ate growing up and I’m grateful for the opportunity to show people another way to enjoy food. Country Cakes ‘N Shhh… affords those who want to cut their refined sugar intake, whether by necessity or by choice, the opportunity to experience delectable sweets without sacrificing taste. I’m proud of our menu as it takes A LOT of research and development to ensure our goodies are ready for public enjoyment. For example, when I feel one of my recipes is great, I’ll make a batch and take it to a group of people from the community for product review/market research. People who aren’t from the South are under the misconception that the term, “Bless your heart,” is a phrase that is normally said when something isn’t favorable. Please be advised, that term is usually reserved for folks who aren’t from the South. Southerners pull no punches with other Southerners when they dislike something they’ve just eaten, especially if it’s something they feel you should already know how to make – that’s facts! There are folks from the South who love CCNS’s Well Butter My… Honey Cornbread and that is a huge feat since it’s not made with refined sugar.

What’s a lesson you had to unlearn and what’s the backstory?

I have loads, but this lesson can apply personally, professionally, and/or in business. I had to unlearn a lot of what society told me about success—what it looks like, how to obtain it, and who gets to define it. Many of us learned to believe when others tell us who we are or who we should be. I came realize that get to decide and I have authority over my life’s path and validation starts and ends with me.

If you were born in the 1900s like I was (doesn’t that sound ancient?), you probably get where I’m coming from. School didn’t just focus on academics – I did pretty well with that – and they also taught basics of living life as an adult: balancing a checkbook, writing checks, how to address an envelope, the “proper” order to wash dishes, as well as how to make a mean virgin Bahama Mama. (Yep, that was JoCo public schools in the 1900s!) There was a clear message, subliminal or direct, from the community as a whole that the definition of success comes to those who go to college, get a degree, land a stable job, stay loyal to that company for 30 or 40 years, marry your college sweetheart, buy a house with a white picket fence, have 2.5 kids and a golden retriever, then ride off into the retirement sunset.

I drank the Kool-Aid, and eventually, I realized that version of success wasn’t mine. It works for some, and that’s great. I needed to discover what it looks and feels like for me. I believe that autonomy and self-determination are a couple of essential ingredients. They aren’t the only ones, but they’re key to building a fulfilled life complete with success, peace, and true contentment… and on my terms.

How about pivoting – can you share the story of a time you’ve had to pivot?

Absolutely! Country Cakes ‘N Shhh… started as a full refined sugar bakery. Enter pivot 1 stage right, “Do you have anything without gluten or dairy?” I didn’t—but I smiled and said, “Not yet… but I will next time!” And true to my word, by the next market, I had a batch of gluten- and dairy-free treats ready to go.

Gluten and dairy free sales did very well; however, it didn’t resonate. I didn’t want to be several years down the road running a business I created, but didn’t fully love because if that was the plan I may as well have continued working for someone else.

Cue pivot 2 stage left; however, I then began experimenting and intentionally working to integrate a diabetic friendly menu. Eventually, I made the full transition to a refine sugar-free menu which aligned with our mission; to redefine what sweet indulgence looks like. Nothing tastes sweeter than building something that feels truly authentic – do you like what I did there?

Contact Info:

• Website: https://cakesnshhh.com
• Instagram: @CakesNShhh
• Facebook: @CakesNShhh

Image Credits

Personal photo is credited to Raven J. McFarland
Food photos are credited to Country Cakes ‘N Shhh… Inc.