bake - October 2017 - 22

"The volume of
our business is in
direct proportion
to the use and
discovery of
those little tiny
vanilla specks."

bonds with them, you can achieve a higher rate of

Bakery align with the core values that set Whole

return on investment than by simply driving customer

Foods Market apart," says Collen Conrad, culinary and

traffic with margin-squeezing promotional tactics.

hospitality director for Whole Food's southern region.
"We are thrilled to welcome Master Baker Lionel

Further research supports this fact. According to the

Vatinet and his team at our newest store."

International Dairy Deli Bakery Association's new
report, The Superconsumer Opportunity in Dairy, Deli,

The move comes after the bakery announced earlier

and Bakery, "superconsumers" are seeking products

this summer that it would open a new production

that improve their lives. For some, it might be food

facility in Cary, allowing the bakery more produc-

or ingredients that support a heath-and-wellness life-

tion and retail space. Additionally, La Farm plans to

style. For others, it might be the intent of creating a

expand its original location in late September. La

more gourmet eating experience by adding premium

Farm Bakery is one of the most respected bakeries

products to standard meals.

in the country, led by Master Baker Lionel Vatinet,
a multiple-time semiﬁnalist for the James Beard

Regardless of the purpose, these individuals are

Foundation's Outstanding Baker Award.

passionate about their food and are willing to pay for it.
Representing just 10 percent of shoppers-but driving

For those bakeries that sell to supermarkets, one

as much as 25 percent of sales-superconsumers over-

important aspect of such a strategy hinges on contin-

index in volume, sales and proﬁts in fresh departments.

ually protecting the image of your brand.

Opening new doors

Guaranteed sales, or buyback, programs involve a

Developing a stellar brand can do wonders for any

retail/wholesale bakery retaining ownership of their

retail bakery, especially by opening new doors for

product until it is sold at the supermarket. Whatever

selling your products to supermarkets and other

amount of product the supermarket doesn't sell at the

wholesale accounts.

end of the day goes back to the retail/wholesale baker.

    
Acclaimed retailer La Farm Bakery in Cary, North

Some might think at ﬁrst glance that a buyback

Carolina, plans to open a new location inside of a new

program works against the retail/wholesale bakery

Whole Foods Market store coming to Cary. While La

because they are assuming the risk. But that's not

Farm Bakery already sells its breads at Whole Foods in

the case for longtime bakers like Josh Allen, owner of

the area, the new facility will offer fresh bread, pastries

Companion in St. Louis.

and the rest of the bakery's regular menu lineup.
"The quality and taste of their breads and baked

"From a numbers perspective, it's hard to argue

goods, as well as the overall mission of La Farm

against (buyback programs)," Allen says. "In the end,

22 < OCT 2017 | bakemag.com

THERESA SCARBROUGH

Jory Downer, owner of Bennison's Bakery
http://www.bakemag.com
bake - October 2017

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