Local Entrepreneur Gets Her Just Desserts

Local resident and entrepreneur Sharon Tracy, the creative mind behind "My Cup of Cake," launched her culinary invention to the kind of acclaim other startups might envy.

The concept is downright delectable: a warm Belgium chocolate souffle cake that can be prepared in under three minutes. It's an easy-to-make treat packaged in a customizable coffee mug you can pop in a microwave during television commercials.

Tracy's baking and marketing talents are driving the company forward.

"After the product was developed and packaged, I actually got on 'The View' on ABC, and I sold thousands and thousands of product, so I knew we really were on to something," she said.

Within a matter of months the business took off, and Tracy remains steadfast at the helm.

"The company started with a $5,000 investment," she said, "Then, after the appearance on ABC’s "The View", the investment was recouped and all the profits put back into the business."

That strategy is giving the company access to next week's National Association for the Speciality Food Trade's annual Fancy Food Show. Traditionally held at the Jacob K. Javits Convention Center, this year it's at Washington, DC.

A gourmet dessert brand wasn't always in the cards for Tracy. Her area of expertise had been in marketing for almost 20 years, that was until she started getting tired and burned-out and wanted to take her career in a new direction.

"I've always liked to serve desserts that are fresh and warm to my family and friends," she said. "I was always in the kitchen while they were out socializing. I was very frustrated."

That's when she thought: "Wouldn't it be great if I could make something really good in just a few minutes and I could serve it warm, so that was really the inspiration for me."

That idea spawned the concept behind the company. The products are all made with natural ingredients and zero trans fat, manufactured in Oneida, NY, and then transported to a nearby fulfillment facility.

Tracy hopes the wholesale orders from specialty gift stores, and gift basket retailers help the business gain momentum. This week, Tracy said, Neiman Marcus placed an order in 15 of its stores as a test for the 2011 holiday season. 

"I'm trying to see how we'll go from corporate gifts to a gift market specialty item," said Tracy. "I'd love to see it in kiosks and malls, and trucks and food services for bat mitzvahs and weddings in schools and churches and fundraisers."

While at the Fancy Food Show, Tracy and her team will test out several new flavors, including red velvet cake, chocolate mint and chocolate peanut butter. She'll also launch two new products: "My Mandel Mix," an easy-to-prepare mandelbrot cake, and "My Cake Pops" a quick and simple take on the cake-pop craze.

Tracy and company will be live-tweeting her experiences at the Fancy Food Show (follow her @cakeofcupmy).

"I just hope we can grow, and we can get bigger and bigger," Tracy said.

Learn more about the company via its website,  ASprinkleAndADash.com.