bake - July/August 2023 - 35

substance use disorders, and other systemic
challenges. Rubicon Bakers provides
employment so they can turn their
lives around.
Siethoff takes over from Andrew Stoloff
and Leslie Crary, who purchased the
business in 2009 and oversaw a period
of significant growth, including the partnership
with Trive Capital, the acquisition
of Just Desserts and the development of
several significant retail baking partnerships.
Stoloff and Crary will continue to
serve as members of the board.
The sweet goods bakery was started as a non-profit in 1993 by
Rubicon Programs as a job training program for the Bay Area's
homeless population, those recovering from addiction and the
formerly incarcerated - populations that often find it difficult to
obtain work. Stoloff and Crary, a restaurant-owner and lawyer,
respectively, purchased the bakery and turned it into a profitable
business without losing the mission of recruiting and training
from these vulnerable populations.
" I've been with big companies and startups. Barely do you see
a company like Rubicon Bakers that is mission based. It is a perfect
situation. Every head is really into it, " Siethoff explains.
" Being a good corporate
citizen is wrapped around
everything we do. "
Sebastian " Seb " Siethoff, CEO, Rubicon Bakers
Rubicon Bakers is approaching 4,000 retail stores supplied
soon, and Siethoff predicts they can " double that business. We
are looking at strategic partnerships, and we are going to resource
retail both internally and externally. "
Earlier this year, Rubicon Bakers debuted its Vegan Lemon
Raspberry Cupcakes at more than 380 Sprouts Farmers Market
stores nationwide. Sprouts is the latest retailer to feature
this collaboration between Washington raspberry farmers and
Rubicon Bakers, which were available for a limited time as part
of Sprouts' seasonal citrus event.
The Washington raspberry industry partnered with Rubicon
Bakers' Research and Development team to feature a Washington
red raspberry puree in both the filling and icing - the perfect
complement to Rubicon's light and citrusy vegan lemon cupcake.
MINI
CUPCAKES
Café Valley is introducing a line of
12-count and 24-count mini cupcake
assortments, including varieties that
will be available all year long as well
as a seasonal line.
The everyday mini cupcake line
features vanilla, chocolate, cookies
and crème and red velvet flavors
available in 12-count packages. In addition,
a 24-count pack of chocolate
and vanilla checkerboard cupcakes
will be offered.
The seasonal lineup, meanwhile,
will include varieties for Valentine's
Day (12-count packages of vanilla or
chocolate cupcakes topped with pink,
white or chocolate icing and sprinkles);
St. Patrick's Day (12-count
packages of vanilla cupcakes topped
with vanilla and green icing and
sprinkles); Spring (12-count packages
of vanilla or chocolate cupcakes
topped with purple and gold or rose
pink and gold icing with sprinkles);
Patriotic (12-count packages of vanilla
or chocolate cupcakes with white
and blue icing topped with sprinkles);
Fall (12-count packages of
vanilla or chocolate cupcakes topped
with yellow and orange icing and
sprinkles); and Christmas (12-count
packages of vanilla or chocolate cupcakes
topped with white and green
icing and sprinkles).
" This is truly an exciting time to be
in the bakery business, " says Brian
Owens, chief executive officer of Café
Valley. " These new cupcakes further
expand our leadership position in
bakery, broaden Café Valley's business
platform, and help us continue
to deliver high quality products and
services. Mini iced cupcakes are a
core offering in many retailers across
the country and drive significant
excitement to the in-store bakery
category through innovation and
multiple seasonal offerings. "
Founded in 1987, Café Valley also
offers un-iced vanilla and chocolate
cupcakes, croissants, muffins, Bundt
cakes, mini Bundt cakes, ring cakes,
turnovers and coffee cake bites,
primarily to in-store bakeries, club
stores, convenience and foodservice.
bakemag.com | JUL-AUG 2023 > 35
JOHN UNREIN
http://www.bakemag.com
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