Wick's Pies
Wick's Pies is a family-owned Indiana commercial bakery, founded 1944, manufacturing small-batch pies and award-winning pie shells for wholesale grocery retailers, nationwide DTC e-commerce via Goldbelly, non-profit fundraising programs, and its own Mrs. Wick's Bakery & Cafe.
- Company typePrivate
- Founded1944
- HeadquartersWinchester, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wick's Pies does
Wick's Pies is a family-owned commercial bakery founded September 2, 1944 by Duane 'Wick' Wickersham in Winchester, Indiana, and operated today by Wicks Pies Inc. The company manufactures small-batch pies, pie shells, dough sheets, and fruit glazes, distributing through four channels: wholesale to grocery retailers and food service operators across the United States, direct-to-consumer nationwide shipping via the Goldbelly e-commerce platform, a non-profit fundraising program serving schools, churches, and community groups at wholesale pricing, and Mrs. Wick's Bakery & Cafe, a full-service bakery and restaurant located across the street from the commercial bakery that produces 36 varieties of pie daily.
Core technology consists of two proprietary pie shell recipes — a lard-based formula and a Non-Trans Fat vegetable shortening version — each made with five simple ingredients and no preservatives, plus the original farmhouse Sugar Cream Pie recipe derived from the founder's grandmother. The portfolio includes seven signature finished pie flavors: Sugar Cream, Southern Pecan, German Chocolate, Peanut Butter, Pumpkin Spice, Coconut Cream, and Pumpkin Chess. Wick's is the sole commercial manufacturer of Sugar Cream Pie, the official Indiana state pie, and its pie shells have been awarded #1 in the US at the American Pie Championships for three consecutive years (2022-2024).
The business is structured around one-time wholesale and retail transactions across all four channels, with quote-based pricing not publicly disclosed. The company employs 70+ people, remains entirely under family ownership with no external investors or private equity backing, and is led by third-generation president Mike Wickersham (joined 1985), with fourth-generation Dylan Wickersham handling sales, social media, and marketing since 2014. Rob Kelly (third generation) serves as plant manager, and Marsha Wickersham leads sales. Revenue, funding history, and detailed financial metrics are not disclosed in public source material.
Wick's Pies firmographics
Firmographics- Name
- Wick's Pies
- Legal name
- Wicks Pies Inc.
- Website
- https://wickspies.com
- Company type
- Private
- Founded year
- 1944
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Wick's Pies is a family-owned Indiana commercial bakery, founded 1944, manufacturing small-batch pies and award-winning pie shells for wholesale grocery retailers, nationwide DTC e-commerce via Goldbelly, non-profit fundraising programs, and its own Mrs. Wick's Bakery & Cafe.
- Ownership category
- akta.pro rank
Wick's Pies industry classification
Industry- Product category
- Commercial Bakery
- NAICS
- Commercial Bakeries (311812), Bread and Bakery Product Manufacturing (31181), Retail Bakeries (311811), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000), Retail-Food Stores (5400), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Frozen Bakery Products Manufacturing (AFAKAAAF)
- akta.pro secondary industries
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)
Keywords
Where Wick's Pies is headquartered
LocationHeadquarters
- HQ city
- Winchester
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Wick's Pies business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Finished Pies: Pre-made frozen pies sold to consumers via online ordering (Goldbelly) and to retailers/wholesalers. Seven signature flavors including Sugar Cream, Pecan, German Chocolate, Peanut Butter, Pumpkin Spice, Coconut Cream, and Pumpkin Chess.
- Pie Shells & Dough Sheets: Raw and baked pie shells in various sizes (3" to 10") and dough sheets sold to wholesale customers, retailers, and food service operators. Both lard and vegetable shortening options available.
- Fundraising Program: Non-profit organizations sell Wick's pies at wholesale pricing to raise funds for their causes. Represents a B2B2C revenue stream targeting schools, churches, and community groups.
- Bakery & Cafe Retail: Mrs. Wick's Bakery & Cafe in Winchester, IN serves made-to-order pies (36 varieties daily), pot pies, and breakfast items. On-site retail outlet sells frozen pies, shells, and dough sheets.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Wick's Pies product offering
Product offeringCore offering
Wick's Pies is a commercial bakery founded in 1944 that manufactures finished frozen pies, pie shells, dough sheets, and fruit glazes in small batches using simple, preservative-free ingredients. The company sells its products through wholesale distribution to grocery retailers and food service operators, direct-to-consumer e-commerce via Goldbelly, a retail bakery cafe in Winchester, Indiana, and a non-profit fundraising program.
Product overview
Wick's Pies is a pie and pie shell manufacturer founded in 1944, offering a portfolio of finished pies and pie-making products. The core product line includes seven distinctive finished pie flavors (Sugar Cream, Southern Pecan, German Chocolate, Peanut Butter, Pumpkin Spice, Coconut Cream, and Pumpkin Chess), along with their award-winning pie shells and dough sheets in various sizes (3" to 10") available in both lard and vegetable shortening versions. The company also produces fruit glazes (Strawberry, Blueberry, Peach, Sugar-Free Strawberry) and operates Mrs. Wick's Bakery & Cafe restaurant making 36 varieties daily. Wick's serves retail customers through online ordering (via Goldbelly), wholesale/retailer channels, non-profit fundraising programs, and their on-site restaurant and retail outlet.
Differentiator
Problem solved
Functional benefit
Products and services
- Sugar Cream Pie
- Southern Pecan Pie
- German Chocolate Pie
- Peanut Butter Pie
- Pumpkin Spice Pie
- Coconut Cream Pie
- Pie Shells (Raw and Baked)
- Dough Sheets
- Fruit Glazes
- Mrs. Wick's Bakery & Cafe
- Fundraising Program
- Pot Pies
Quantifiable outcome
- #1 Pie Shell in the US - National Pie Championships (3 consecutive years)
- +1 more outcomes
Companies that use Wick's Pies
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Wick's Pies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wick's Pies partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Indiana Foodways AllianceminorWick's Pies partners with the Indiana Foodways Alliance to participate in the Hoosier Pie Trail and 'Pie Day to Pi Day' promotion. The promotion runs from National Pie Day (Jan. 23) through National Pie Month (February) to Pi Day (Mar. 14). Participants who check in to two Hoosier Pie Trail restaurants receive a custom Pie-oneer T-shirt.
- GoldbellycoreGoldbelly serves as the primary e-commerce and nationwide shipping platform for Wick's Pies. The partnership enables Wick's to fulfill direct-to-consumer orders across the country, addressing a longstanding demand from pie fans nationwide who had been calling the company weekly requesting shipping.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Wick's Pies competitors and assessment
Company assessmentOthers
- Goldbelly: National DTC marketplace and shipping platform for artisanal and regional foods. Not a direct product competitor, but serves as Wick's primary e-commerce and fulfillment partner for nationwide consumer shipping — making it both a channel partner and a category-shaping platform peer.
Emerging players
- 4C Foods: Smaller specialty brand focused on baking ingredients and pie-related products (e.g., bread crumbs, grated cheeses, pie fillings). Comparable to Wick's on the wholesale pie-adjacent ingredient side (e.g., fruit glazes), though it operates as a niche/specialty player rather than a finished-pie manufacturer.
- Wholly Wholesome (Wholly Foods): Natural and organic pie shell brand sold through grocery retail and natural foods channels. Comparable to Wick's on pie shells and ingredient-quality positioning (no preservatives, simple ingredients), and competes for the same health-conscious grocery buyer.
- Mrs. Rowe's Bakery & Restaurant: Family-owned Virginia bakery and pie maker operating a restaurant plus mail-order shipping of pies. Closely comparable to Wick's on the family-owned multi-generational heritage, on-site retail bakery/cafe, and regional/national pie shipping model.
Broad incumbents
- Marie Callender's (Conagra Brands): Conagra-owned frozen pie and pot pie brand sold through grocery retail and foodservice. Overlaps with Wick's on finished frozen pies and pot pies (Turkey, Chicken, Beef) but operates at much larger national scale and as part of a diversified CPG portfolio.
- Pillsbury (General Mills): Major branded maker of pie crusts, refrigerated dough, and baking products sold through grocery retail. Directly comparable to Wick's pie shell product line at the mass-market level, though Pillsbury operates as a much larger incumbent with broader category presence.
- Sara Lee Desserts (Bimbo Bakeries USA): Bimbo Bakeries-owned brand of frozen pies and cakes sold through grocery retail. Comparable to Wick's on frozen dessert category and grocery distribution, though Sara Lee is positioned as a mass-market incumbent across pies, cakes, and cheesecakes.
Direct peers
- Edwards Desserts (Edwards Pies): A leading U.S. frozen pie brand (now owned by The J.M. Smucker Co.) selling cream pies and dessert pies through grocery retail. Directly comparable to Wick's on product (frozen pies), distribution (wholesale grocery), and target consumer (home dessert occasions).
- Mrs. Smith's Pies (Schwan's Company): Iconic American frozen pie brand owned by Schwan's, with a deep wholesale grocery footprint across fruit, cream, and specialty pies. Most direct mass-market comparable to Wick's frozen pie portfolio on channel, scale, and product mix.
- Pet-Ritz (Kellanova): Long-standing grocery brand of frozen and refrigerated pie crusts owned by Kellanova. A direct pie shell competitor to Wick's award-winning shell line, sold through the same supermarket freezer and refrigerated aisles.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Wick's Pies social profiles
Digital presenceWick's Pies financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wick's Pies leadership team
Management profileNumber of profiles
Profiles4 records
Wick's Pies subsidiaries and ownership
Company hierarchySubsidiaries1 record
Wick's Pies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wick's Pies M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wick's Pies
What does Wick's Pies do?
Wick's Pies is a commercial bakery founded in 1944 that manufactures finished frozen pies, pie shells, dough sheets, and fruit glazes in small batches using simple, preservative-free ingredients. The company sells its products through wholesale distribution to grocery retailers and food service operators, direct-to-consumer e-commerce via Goldbelly, a retail bakery cafe in Winchester, Indiana, and a non-profit fundraising program.
Is Wick's Pies a public or private company?
Wick's Pies is a private company. It is classified as family owned and is currently operating.
When was Wick's Pies founded?
Wick's Pies was founded in 1944. It employs 101 to 250 people.
Where is Wick's Pies based?
Wick's Pies is headquartered in Winchester, United States, in the North America region.
How does Wick's Pies make money?
Four revenue lines are on record. Finished Pies are the primary driver. The others are pie Shells & Dough Sheets, fundraising Program and bakery & Cafe Retail.
Who are Wick's Pies's main competitors?
Goldbelly is listed as an others. Emerging players are 4C Foods, Wholly Wholesome (Wholly Foods) and Mrs. Rowe's Bakery & Restaurant. Broad incumbents are Marie Callender's (Conagra Brands), Pillsbury (General Mills) and Sara Lee Desserts (Bimbo Bakeries USA). Direct peers are Edwards Desserts (Edwards Pies), Mrs. Smith's Pies (Schwan's Company) and Pet-Ritz (Kellanova).
Does Wick's Pies have an API?
No public API is recorded for Wick's Pies.
What industry is Wick's Pies in?
Wick's Pies's product category is Commercial Bakery. Its primary akta.pro industry code is AFAKAAAF, Frozen Bakery Products Manufacturing, with a secondary code of AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused). Its NAICS code is 311812 and its SIC code is 2050.