Morehead baker builds business on connection, community, and creativity

MOREHEAD, Ky. — For Lori LeNoir-White, the story behind her business isn’t just about cookies. It’s about connection.

LeNoir-White is the owner of TCY Cookies & More, a Kentucky Proud wholesale bakery supplying fresh cookies, cheesecake jars, and brownies to retail partners across central and eastern Kentucky. But nearly two decades ago, she says her path looked very different.

“When I started TCY Cookies & More, it wasn't because I had always dreamed of owning a bakery,” she said. “I had moved to the area eighteen years ago. After ten years of trying to make connections and failing miserably, I was looking for a way to connect with people.”

She continued, “Like many adults, I found that making genuine friendships wasn't as easy as I expected. Baking became a way to start conversations, build relationships, and become part of the community.”

What began as a personal outlet soon evolved into something much larger—a business rooted in relationships and trust.

LeNoir-White said she launched TCY Cookies & More later in life, a decision she hopes will inspire others to take that same leap of faith.

“I also started this business after the age of 50, and I think that's an important part of the story,” she said. “I hope it encourages others to realize that it's never too late to start something new or pursue a different path.”

While the business has grown significantly, LeNoir-White is quick to point out that its success is not hers alone. She credits her husband, Bryan, who works alongside her managing logistics and backend operations.

Long before stepping into the kitchen as a business owner, LeNoir-White was already expressing her creativity in other ways. She is a published author and was selected as an attendee at the 2014 Kentucky Book Fair.

“I have always enjoyed writing and photography,” LeNoir-White said. “Looking back, creativity has always been part of who I am. Baking simply became another way to express it.”

As demand for her products grew, she says she made a strategic decision to focus on wholesale partnerships—a move that aligned with what she enjoyed most.

“I discovered that I genuinely enjoy working with other small businesses and helping them offer locally made products to their customers,” she said.

Today, as a licensed wholesale food producer and Kentucky Proud member, her products can be found in a variety of businesses and venues throughout central and eastern Kentucky.

Paige Odem, owner of Elliott’s Pizzeria, says partnering with TCY Cookies & More “just makes sense.”

"From a business standpoint, TCY Cookies & More offers an incredible product that perfectly complements what we do at Elliott's,” Odem says. “We take pride in serving great pizza, wings, pasta, and everything in between. Having fresh, locally made desserts from TCY Cookies & More allows us to offer our customers something extra without trying to be something we're not. Their desserts have become a customer favorite, and it's been a win for both of our businesses.”

However, Odem says the partnership is about much more than cookies.

“As a business owner, I know firsthand the sacrifices, long days, sleepless nights, and risks that come with building something from the ground up,” she said. “Supporting another local business means investing in another family's dream, just as so many people have invested in ours.”

She added, I've always believed businesses are stronger when we support one another instead of viewing each other as competition. When one of us succeeds, our entire community benefits. That's the kind of business owner I want to be, and that's the kind of relationships I want Elliott's to build.”

Similarly, LeNoir-White says her success has never been defined by scale.

“One thing that's always been important to me is that growth has never been about becoming the biggest business or getting the most attention. It's been about earning trust, building lasting partnerships, and creating products people come back for. I've always believed that appearance might catch someone's eye, but quality and consistency are what keep them coming back,” she said.

That philosophy has helped the business reach an impressive milestone—more than 60,000 cookies produced—but for LeNoir-White, the numbers tell only part of the story.

“While I'm proud of that milestone, I'm even more grateful for the people I've met along the way,” she said. “To me, this business has always been about building community as much as it has been about baking.”

TCY Cookies & More can be purchased at Elliott's Pizzeria in Farmers and WhimziWorks on Main Street in Morehead. 

Mobile unit partners include Sadie’s Sweet Treats and Saddle Up & Sip. 

Custom orders are also available. For more information, or to place an order, check out TCY Cookies & More on Facebook.