bake - September/October 2022 - 12

inspirations from
IBIE
This headliner event delivered a dynamic
discussion of the future of retail bakery.
BY JOHN UNREIN
The bakery business is all about the people, after all.
Rick Oleshak, vice president of marketing for AB Mauri,
reminded attendees at a Sept. 20 educational session
during the International Baking Industry Exposition in
Las Vegas that companies that don't run themselves -
" people do. "
" B2B does not mean business to boring, " Oleshak said
during the session, Marketing to a B2B Baking Industry
with a B2C Lens. " Why does a B2C mindset matter? The
oven has been hot. Products are in short supply. There
are gas shortages. It's a crazy time. "
A B2C mindset is all about awareness, he noted, and
the facts are that your messaging is 20 times more likely
to be remembered through storytelling. He outlined five
secrets to success: speak truthfully, infuse personalities
into stories, create likeable characters, have a start,
middle and ending, and do give it away.
" We don't want to be presented to, " he said. " We
want to be inspired. "
Growth strategies
A variety of IBIE sessions tackled the important business
topics of planning for growth and secrets to boosting
your bakery's profitability.
During the IBIE session, " Planning for Growth, "
presented by the Bread Bakers Guild of America, Tarit
Tanjasiri of Crema Artisan Bakers in Irvine, Calif., shared
12 < SEP-OCT 2022 | bakemag.com
how his 17-year-old retail bakery transformed its business
model to stay afloat. Tanjasiri offered tips on expanding
your wholesale bread business, along with Dean Kim of
OC Baking Co., Orange, Calf.
" We need more space, " he told a packed audience of
retail bakers. " That is our No. 1 issue. "
For the past four years, their bakery adjacent to their
bakery café in Southern California was bottlenecking
around every corner: limited cold storage space, high
labor costs driven by repetitive problems, and a high
break-even point.
" Growth is a matter of survival, " Tanjasiri said.
So, their bakery began construction on expanding from
a 3,800-square-foot warehouse to a 7,800-square-foot
facility in four years. It was a complete rebuild. They
were pivoting to survive, he said.
" If people are coming to me to buy products, it is
my responsibility to take care of them, " Tanjasiri said,
summing up his business philosophy.
Fellow panelist Kim added a cautionary tale. If a
customer is going to order thousands of pieces a day,
or per week, then your answer should be yes.
" But the more SKUs you have, " he cautioned, " it will
destroy you. "
Waste - or eliminating it - was the topic of conversation
for Josh Allen of Companion, St. Louis, who shared
insights on how his wholesale operation reduced waste

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bake - September/October 2022

Table of Contents for the Digital Edition of bake - September/October 2022

bake - September/October 2022 - Intro
bake - September/October 2022 - 1
bake - September/October 2022 - 2
bake - September/October 2022 - 3
bake - September/October 2022 - 4
bake - September/October 2022 - 5
bake - September/October 2022 - 6
bake - September/October 2022 - 7
bake - September/October 2022 - 8
bake - September/October 2022 - 9
bake - September/October 2022 - 10
bake - September/October 2022 - 11
bake - September/October 2022 - 12
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bake - September/October 2022 - 14
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bake - September/October 2022 - 16
bake - September/October 2022 - 17
bake - September/October 2022 - 18
bake - September/October 2022 - 19
bake - September/October 2022 - 20
bake - September/October 2022 - 21
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bake - September/October 2022 - pan1
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https://digital.bakemag.com/sosland/bake/bake-special-report-may-2022
https://digital.bakemag.com/sosland/bake/bake-may-june-2022
https://digital.bakemag.com/sosland/bake/bake-march-april-2022
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https://digital.bakemag.com/sosland/bake/bake-september-october-2021
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https://digital.bakemag.com/sosland/bake/bake-redbook-2021
https://digital.bakemag.com/sosland/bake/bake-july-2021
https://digital.bakemag.com/sosland/bake/bake-may-june-2021
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https://digital.bakemag.com/sosland/bake/bake-march-april-2021
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