bake - February 2012 - 22

Engaging the community in helpful and enriching ways secures referrals and loyalty from customers when the economy is down.

makes San Rafael small enough to give it that “small town” feel, but large enough to offer some different and eclectic neighborhoods.

In the West End neighborhood of San Rafael, Craig Ponsford owns and operates Ponsford’s Place Bakery & Innovation Center. Marin County, CA, represents one of the wealthiest counties in California, and possibly the whole country. It is also one of the most health-conscious in the country. And although the West End neighborhood of San Rafael doesn’t boast as much wealth, it is still a very educated and health-conscious community. Ponsford’s Place prides itself on offering healthy food made from healthy ingredients. Ponsford doesn’t use any white ﬂour. Everything is 100% whole-grain ﬂour, and rarely does he use reﬁned sugar. The match between the bakery and neighborhood makes a perfect ﬁt. “There are not bakeries doing what I’m doing, so it’s working out,” Ponsford says. “It’s kind of a quirky neighborhood and it’s a quirky bakery.” A support of all things local, and fair pricing, give Ponsford’s a respect within the neighborhood that is invaluable to retail business in the community. San Rafael’s West End believes in sustainability and wants to buy from Ponsford’s. “We cater to the neighborhood. My philosophy here is to be very fair with pricing,” Ponsford says. He also believes in local sourcing. “I can almost buy all my ingredients from a bicycle, that’s how far they are.” Ponsford drives to pick up only his ﬂour, which is 65 miles away — a distance that is still considered local, but maybe too far for a bike ride. Ponsford’s effort to interact with the community transcends sales. As a native of the Bay Area, Ponsford holds lifelong membership in many of the neighborhoods. “The biggest bonus of having a retail bakery is being able to tap into the community,” Ponsford says. The West End neighborhood is small by big-city standards, but that’s an advantage at Ponsford’s. The bakery goes beyond a retail location in its neighborhood. “It’s like a community center; it’s a local meeting place,” he says. Patrons of Ponsford’s Place have been known
Ponsford’s ingredients are locally sourced and organic, a commitment shared by the neighborhood and Ponsford’s Place.

22 < FEB 2012 | bakemag.com

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bake - February 2012

Table of Contents for the Digital Edition of bake - February 2012

bake - February 2012
Editor's Note - The Community Issue
Table of Contents
News Bites - Busken at Walmart
News Bites - Cakes on a Plane!
News Bites - Wedding Cake Stamp
News Bites - Introducing the Sugar Arts Institute
News Bites - Yext in Line
News Bites - Food Safety Progress
News Bites - Trans Fat Fight
News Bites - Cake Boss Creation
News Bites - Udi’s at Sundance
News Bites - Clabber Girl named Vendor of the Year
Management - The Buzz Stops Here: In the Mind of a Social Media Coach
Tax Tips - The Kids Are Alright
Labor Front - Internships: Educational, Not Economical
Legislation - A Bumpy Road for Truckers
Ingredients - Flour Begins to Settle
Engage your neighbors
Help is Within Reach
The Cottage Law Debate
Get What You Give
Crumbs Take the Cupcake
Tapping into Local Flavors
What's In a Name?
Slam Dunkin'
The Baguette
Cafe - Classically Simple Pastries
Products
Showcase
Classifieds
Ad Index
bake - February 2012 - bake - February 2012
bake - February 2012 - 2
bake - February 2012 - Editor's Note - The Community Issue
bake - February 2012 - 4
bake - February 2012 - Table of Contents
bake - February 2012 - News Bites - Yext in Line
bake - February 2012 - 7
bake - February 2012 - News Bites - Clabber Girl named Vendor of the Year
bake - February 2012 - 9
bake - February 2012 - Management - The Buzz Stops Here: In the Mind of a Social Media Coach
bake - February 2012 - 11
bake - February 2012 - Tax Tips - The Kids Are Alright
bake - February 2012 - 13
bake - February 2012 - Labor Front - Internships: Educational, Not Economical
bake - February 2012 - 15
bake - February 2012 - Legislation - A Bumpy Road for Truckers
bake - February 2012 - 17
bake - February 2012 - Ingredients - Flour Begins to Settle
bake - February 2012 - 19
bake - February 2012 - Engage your neighbors
bake - February 2012 - 21
bake - February 2012 - 22
bake - February 2012 - 23
bake - February 2012 - 24
bake - February 2012 - 25
bake - February 2012 - Help is Within Reach
bake - February 2012 - 27
bake - February 2012 - 28
bake - February 2012 - 29
bake - February 2012 - The Cottage Law Debate
bake - February 2012 - 31
bake - February 2012 - 32
bake - February 2012 - 33
bake - February 2012 - Get What You Give
bake - February 2012 - 35
bake - February 2012 - 36
bake - February 2012 - 37
bake - February 2012 - Crumbs Take the Cupcake
bake - February 2012 - 39
bake - February 2012 - 40
bake - February 2012 - 41
bake - February 2012 - Tapping into Local Flavors
bake - February 2012 - 43
bake - February 2012 - 44
bake - February 2012 - 45
bake - February 2012 - What's In a Name?
bake - February 2012 - 47
bake - February 2012 - 48
bake - February 2012 - 49
bake - February 2012 - Slam Dunkin'
bake - February 2012 - 51
bake - February 2012 - 52
bake - February 2012 - 53
bake - February 2012 - The Baguette
bake - February 2012 - 55
bake - February 2012 - 56
bake - February 2012 - 57
bake - February 2012 - Cafe - Classically Simple Pastries
bake - February 2012 - 59
bake - February 2012 - 60
bake - February 2012 - 61
bake - February 2012 - Products
bake - February 2012 - 63
bake - February 2012 - Showcase
bake - February 2012 - Classifieds
bake - February 2012 - Ad Index
bake - February 2012 - 67
bake - February 2012 - 68
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