bake - January 2014 - 34

"You can really add another 20% to
your bottom line just by being out
there and demoing."
Chef Dana Herbert

Wholesaling

"You can really add another 20% to your bottom line

Getting more sales means

just by being out there and demoing and traveling a

more orders and getting

little bit," Herbert says. "Especially with some of the

more products out of the

nicer conventions that are out there, whether it's IBIE

door, or getting one or more

or IDDBA, there are ways to grow that bottom line."

larger orders on a regular
basis. Wholesale accounts

institutions can prove to be lucrative as well. "I hold

for regular, larger orders.

classes from time to time, I travel and teach classes,"

Providing desserts for other

Herbert says. "I also like visiting other culinary univer-

businesses in the foodservice

PHOTO CREDIT: HERMAN VAN DE BRANDT

Small classes in your own shop or guest teaching at

provide a great opportunity

sities and colleges. These kids are clamoring to know

industry is one way Chef Dana has increased volume.

more, so you bring them more," he adds.

"What I've basically done is partnered with some of the
convention centers, country clubs, hotels and so forth,"

Assembling your team

Herbert says. "I've been moving a lot more desserts

With a lot of growth, comes a lot of work. While Chef

that way, doing mini pastries, doing desserts for their

Dana prefers to take care of the dreaming/planning of

plated functions in addition to their wedding cakes."

where he ultimately wants his business to go and be,
he also understands that a good team is essential to

While perseverance and hard work always pay off

getting all the work done. How you choose your team

in some way or another, gaining these contacts and

means knowing what you want. To grow a business

jobs often requires good timing. But knowing what is

means going after that growth tenaciously and main-

going on in the ﬁeld is a way to create timing and a

taining a vision. You want people that you feel good

little bit of your own luck. "Sometimes when you've

about, but also those that get things done. "It's really

heard about bad experiences at certain places, that

just ﬁnding those people that are hungry, focused and

is a good time to approach some of these different

have their eyes on the prize," Herbert says.

businesses with other options," Herbert says.
Chef Dana's take on the latest trends
Retailers will often carry baked goods from outside

Many bakeries capitalized on the cupcake trend and

vendors as well. Herbert has cultivated a relation-

those that were at the forefront gained the greatest

ship with a retailer close to his Delaware shop as

advantage. Cupcakes continue to be on trend for

another avenue for selling his desserts wholesale.

bakery and show no signs of slowing anytime soon.

"We've created a partnership with the Kenny Family
ShopRites of Delaware recently," Herbert says. "They'll

Cupcakes remain popular because of their size, ﬂavor

be selling all of our products at all the ShopRites in

options and the fact that they are comfort food in a

the area. We've basically trained their staff to produce

small package, Herbert says. "You don't have to get a

a line of Chef Dana products."

whole cake." So what will compete in the future?

Education

"I see cookies coming around, real development of

Those who are looking for easy and convenient ways

the cookie in that sweet and savory aspect, deli-

to grow their bakery business needn't look further

ciously new and unique cookies," Herbert says. "That

than educating others and demoing some of their

will keep them running back to the shop day after

own methods that others might not be familiar with.

day. Just like the cupcakes, it's a comfort food."

34 < JAN 2014 | bakemag.com
http://www.bakemag.com
bake - January 2014

Table of Contents for the Digital Edition of bake - January 2014
