Founded in 1949, Amory's is now an institution in the Federation, known for it's dedication to the people
The Birth And Growth Of Amory's Bakery
July 22nd, 2021 -- It’s Ashton Amory Day in St. Kitts and Nevis and the celebrations are well underway.
The main hub of the excitement is at Amory Bakery previously the American Bakery, located on Victoria Road in Basseterre, where there are lines of persons waiting for the opportunity to take advantage of the sales being offered.
Today, patrons across Saint Kitts and Nevis are afforded the opportunity to buy one item and get another free- loaves of bread, pastries, lunches, ice-creams and other yummy treats- there are no exceptions!
This is all being done in celebration of the businessman and philanthropist who founded this bakery that has become an institution in the two-island Federation, Ashton Amory.
As his son Ernest tells us, Ashton Amory Day is also an opportunity to thank the people of Saint Kitts and Nevis for their years of support.
Edward Ashton Amory
Armed with just five pounds of flour and a dream, 24-year-old Edward Ashton Amory built what is known today as Amory Enterprises.
Ashton Amory Day was conceptualised by Ernest and Reginald Amory, who, inspired by their father's unrivalled work ethic, community-minded spirit and determination to succeed, saw it fitting to honour him by giving back to the people of the country he cared so much about.
Every year on July 22, his birthday, patrons are treated to specials.
“Amory Enterprises is a family business started by the late Edward Ashton Amory in 1949. He knew exactly what he wanted in life. He was very focused. It is important to know what you want to achieve. It's important to know from an early stage what you want to achieve so you can work toward that goal. He knew what he wanted, he was focused.”
During an interview with Loop Caribbean, Ernest Amory said he and his brother continued the business after their father passed away in March 1992. Both studied Baking Technology and achieved degrees in Baking and Baking Science at Oklahoma State University in the 1980s.
Tragedy struck the Amory family once again in 2017 when Reginald Amory passed away. This left Ernest, to sit as the Chairman of Amory Enterprises. He continues to manage the business and proceeds with improvements and doing all the things that have been done over the past 72 years.
Philanthropy
At the start of the pandemic, Amory Bakery announced that customers in St. Kitts and Nevis would receive free bread. Last year between September and November the bakery donated over 12 thousand meals and every Sunday, meals were donated to the churches. On Ernest’s birthday on November 15, approximately 5500 free meals were served to customers.
He told Loop Caribbean: “Our acts of giving back to the community are actually a way of life for us... It was instilled in us by our parents; in particular, our father who grew up poor in Phillips village. He knew what it was to be poor. He grew up without a father and he always instilled in us the importance of helping others who are less fortunate. He was determined to make sure I understood the importance of giving and giving to people who need it the most.”
Ernest said: “It has been one of my greatest moments to give on that level. We have been giving over the years. Many persons, would remember after my dad died we had Ashton Amory Day, every year on his birthday we would give half price for many many years. During that time, when we gave away, persons appreciated it because it was free… on this occasion, people appreciate it even more because it was needed.”
Amory has credited his dedicated staff for making the enterprise’s philanthropic efforts possible.
“We have a good clientele and we have a good staff. I must commend my staff for working together and doing all they can to help the business support the public. It was the dedicated staff, the chefs who came in every Sunday to prepare meals for the churches and the needy and on my birthday they came out selflessly as well to make all of those meals. I commend the staff especially the chefs who performed exceptionally well.”
“I think in life we have choices to make. We have choices to make on how we want to be remembered; you can do good or do bad. I choose to do good."
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