Arts & Literature
Local Makers Find Success in Peachtree Corners, Part 3: “Continuing A Legacy — Geneva’s Goodness”
Sometimes it takes the unexpected to shake things up and inspire us to pursue our dreams. Whether it’s our children growing up and needing less attention, a sudden job change or a desire to transform grief into growth, there are many reasons why individuals might seek out a career that sparks their passion and gives their life new meaning.
Certainly, the past two years of living through a global pandemic have presented unprecedented challenges and ample opportunities to reconsider the ‘why’ behind our daily lives. So what does it take for an individual to embrace their dreams and not only survive a pandemic, but also to thrive?
I’d like to introduce you to three such makers who have devoted themselves to their crafts, finding joy and meaning through transforming their ideas into products, and hobbies into livelihoods.
Continuing A Legacy — Geneva’s Goodness
Faith, Family and Food. That’s the motto that Susan and Jeff Moore have infused in their
newly minted business, Geneva’s Goodness. Named after Susan’s mother, Geneva, who passed away in 2014, the idea was sparked from a desire to continue her legacy. The beloved matriarch of the family, Geneva was known for crafting extravagant meals and desserts as her way of showering her family with love and warmth. Jeff, who has been married to Susan for 28 years, recalls those dinners he experienced at Geneva’s table.
“I can remember the very first time I had Thanksgiving with Susan’s family; it was a major event. It’s an event that’s designed for family to come together and eat and discuss and have a really good time, and usually the central focus is the food,” said Jeff. “This was an event for Miss Geneva. It was a spectacle. She would never say that, but I’ll say it. This was her thing; she didn’t really want anyone to help, she just wanted to do her thing.”
Even as Geneva’s age made preparing those lavish dinners harder, she was never one to sit on the sidelines. In fact, she was known for making each guest their own dedicated pie in their personal favorite flavor. As Jeff puts it, these gatherings were not just a day, but often turned into a week-long celebration of food as they polished off the leftovers after the event. It was a tradition that not only fed the bellies of her loved ones, but also reminded everyone of the value of family and the strength of their faith.
Her mom was a pastor, so her faith was a central focus,” explained Jeff. “She loved her family so much. And then there was the food. For her, it all connected; it wasn’t like you could take one out – all three were woven into the fabric of who she was.” Preparing food was Geneva’s love language. And boy, did she love deeply.
In the wake of her mother’s passing and as the grief of her mother’s absence truly settled in at the communal meal following the funeral, Susan felt not only saddened but also inspired. “I just remember thinking that I want to be a better person because of her, and I want to do something for her, somehow. I just had that overwhelming feeling that because of her I wanted to be better.”
Susan’s journey with baked goods started back when she and Jeff first got together and he asked if she might try to make a 7-UP lemon pound cake that his own mother used to make for him when he was a child. She tried, and her initial attempts left room for improvement. In the years since, she has further developed her skills in the kitchen, mastering not only that beloved 7-UP lemon pound cake, but also a great number of other baked goods.
The Moores officially filed for a business license for Geneva’s Goodness in September of 2021, following only a few months of discussion. “This happened really quickly,” said Susan, who is grateful to have found a way to honor her mother and keep the tradition of cooking alive for both her family and her community. The duo has participated in one festival in Peachtree Corners already and at the time of our interview, they were gearing up for the Johns Creek Holiday Festival.
Geneva’s Goodness offers an array of delectable treats including cream cheese, peanut butter, lemon 7-UP, coconut cream, and pineapple cream pound cakes, rum cake, shortbread cookies with rum icing, lemon iced cookies, granola, white chocolate covered pretzels, banana nut bread, pumpkin bread and Geneva’s famous peanut butter haystacks. The original recipe for the haystacks, written in Geneva’s own handwriting, is still pinned to Susan’s fridge, serving as a constant reminder of why she is devoted to carrying on her mother’s baking tradition.
“It’s just continuing her legacy, really,” said Susan. “I never felt like I could make the food as good as she could, but to carry on her legacy is important. And it’s important for our family — our kids and grandkids — to show them this is what family is all about, and faith, too.”
Follow Geneva’s Goodness
