Today we’d like to introduce you to Laura Gentry Carter.
Hi Laura Gentry, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
After 20 years away, I’m back where I was born—living right next door to my mom here in Wilkes-Barre, PA.
I kicked off that journey with 15 years in New York City, which is really where I came into adulthood, my career, and life. Like many New Yorkers, I started out working in restaurants, but I stayed loyal to one place the entire time: Fred’s, which still sits at 83rd and Amsterdam. I met some of the best human beings there and will always be grateful to the owner, David, who supported and honored the person and professional I was becoming.
Around 2006, I broke into the music industry as a contracts intern at Live Nation NY. I was soon hired as a booking coordinator and stayed there until fate stepped in. I had attended Bonnaroo with friends for years, and while searching Craigslist for a new opportunity, I stumbled on an office manager opening in the West Village. That company turned out to be Superfly—the creators of Bonnaroo! Getting hired filled me with pure joy; knowing I would play a role in building that festival felt completely surreal.
Superfly is a massive reason why I’m such a multifaceted person today. We were all creatives within our respective roles, constantly bringing ideas from our imaginations into reality. A few years in, I stepped into the role of Director of People and Culture. It wasn’t a conventional HR position. The startup scene was booming, and companies like ours were fiercely competing to offer the best benefits, compensation, and work environments. We led the pack in culture. For nearly a decade, Superfly was recognized as one of the best entertainment companies to work for in NYC—all because leadership genuinely gave a damn about our well-being. No company is perfect, but we did right by our people, and our families, friends, and collaborators felt that energy.
After NYC, I headed out to Colorado for a few years, where I ran my own business, Sunny Trails Events, specializing in media events for the state tourism office. Denver was an incredible place to live, and exploring the Western landscape is an experience I’ll always cherish. But the East Coast eventually called me home. When COVID hit, I landed right back where it all began in Wilkes-Barre.
I brought everything I had learned along with me: the vital importance of creativity, culture, and human well-being in business. I’m not just here to make granola; I’m here to defy the way we do business in the category of granola. Through My Sister’s Granola, I want to create a workplace where people work with one another, not for one another—a space where everyone feels seen, heard, valued, and secure. Beyond that, giving back is central to our DNA. Our team will be encouraged to support our community in whatever ways inspire them, our company focus is animal rescue and welfare. Creating a better, safer world for animals and the people who love them has been my driving mission from day one.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I’ve never believed life is supposed to be easy if you’re doing it right. Life ebbs and flows, and learning how to navigate those shifts is where the real work happens. That’s where I experience the most growth, both personally and professionally.
Before this, I had never run a retail food company, so every day has been a lesson in trial, error, and discovery. Ironically, the part I feared most—getting people to actually like the granola—turned out to be the easiest. It caught on so fast, and I still get a kick out of running into people who tell me they have a bag sitting in their pantry.
The hardest part has been maintaining the personal endurance required to see this through. There have certainly been days when I’ve questioned whether the grind is worth it. But looking back at how far the business has come over the past three years, I couldn’t be prouder. Now, I’m focused on restructuring for the next phase of growth. It’s a marathon, not a sprint.
Thanks – so what else should our readers know about My Sister’s Granola?
Back in the early 2000s, granola blew up in NYC. Everyone was eating it, but I never found one I truly loved. So, I started experimenting in my own kitchen and developed the recipe that I officially brought to market in 2023. I had already been baking it for family and friends for over a decade. My sister would say, “Have you had my sister’s granola?” That’s how the name was born!
I focus on doing one thing exceptionally well: my original recipe. It’s crafted with organic Grade A maple syrup, brown sugar, extra virgin olive oil, and Himalayan pink salt—creating a balanced, savory-sweet profile rather than an artificial flavor. The mix features gluten-free oats, raw coconut chips, pecans, pumpkin seeds, sunflower seeds, and sliced almonds, baked fresh every week to crispy perfection. Because I refuse to use preservatives, it has a shorter, fresher shelf life than standard mass-market brands.
You can order directly through my website. We currently offer free shipping on orders of $50 or more, plus 20% off your first order with code FIRST20. Based in Wilkes-Barre, PA, we ship nationwide and deliver directly to select retail partners across the region (check our website for a full store locator).
Brand-wise, I’m proudest of our commitment to community connection and animal advocacy. We all have to make a living, but work becomes transformative when there is genuine purpose behind it. Giving back fuels my ambition every single day. The bigger My Sister’s Granola grows, the more good we can do in the world.
What has been the most important lesson you’ve learned along your journey?
My mom gave me the invaluable gift of learning how to laugh even when things are at their absolute worst—and to find genuine joy in life’s quiet, simple pockets rather than waiting for the grand moments.
Contact Info:
- Website: https://www.mysistersgranola.com
- Instagram: https://www.instagram.com/msgranolawb
- Facebook: https://www.facebook.com/p/My-Sisters-Granola-61555452514263/
