Life, Values & Legacy: Our Chat with whitney lounsbury

whitney lounsbury shared their story and experiences with us recently and you can find our conversation below.

whitney, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What is something outside of work that is bringing you joy lately?
I have started hosting family dinners on Sunday nights for both our family and any friends who can make it. It typically consists of around 10-15 people, and I select a theme for the food and set an elaborate table. It has been such an incredible way for us all to stay connected and support each other, and build our chosen community. Plus, I love to cook, so it’s my favorite part of the week, planning the meal and feeding everyone.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Whitney Lounsbury, founder of Butter Baked Cake Co. Our brand was born from a deeply personal mission-to create delicious, inclusive desserts that my family could enjoy despite dietary restrictions. When my son faced health challenges requiring us to avoid sugar, gluten, and inflammatory oils, I realized how few truly satisfying treats existed that met those needs. That inspired me to develop Butter Baked, where we craft nutrient-dense, sugar-free, gluten-free, and grain-free desserts that don’t compromise on flavor or joy. We’re redefining indulgence so everyone can be part of life’s sweetest celebrations. Right now, we’re focused on growing our reach so more families can experience dessert without compromise, whether they’re managing health needs or simply seeking better options.

Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What breaks the bonds between people—and what restores them?
What breaks the bonds between people is when they don’t feel safe to be themselves; when they hold back their true feelings and can’t communicate what they really need. I believe that vulnerability is what restores those bonds. When we allow ourselves to be open and honest with the people we’re building relationships with, it creates a space for trust and genuine connection. That openness is how healing happens and how relationships deepen, whether it’s in family, friendship, or business. Being vulnerable isn’t always easy, but it’s the bridge that brings people back together.

If you could say one kind thing to your younger self, what would it be?
If I could say one kind thing to my younger self, it would be this: Take up space. Don’t shrink yourself to fit into someone else’s idea of who you should be. You deserve to be fully seen and heard. Surround yourself with people who let you be vulnerable, who accept your mistakes, and who lift you up as you grow. That kind of support is everything, and it will help you become the person you’re meant to be.

Sure, so let’s go deeper into your values and how you think. What’s a cultural value you protect at all costs?
The cultural value I protect above all else is kindness-the simple but powerful act of taking care of each other. In business and in life, when kindness leads our actions, it creates trust, connection, and a true sense of community. That spirit is at the heart of everything we do at Butter Baked.

Okay, we’ve made it essentially to the end. One last question before you go. When do you feel most at peace?
I feel most at peace when I see real moments of our products making a difference—whether it’s a family enjoying a celebration together or someone finally finding a treat that fits their health needs. Those moments remind me why we do this and that the hard work is paying off.

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