bake - September/October 2022 - 3

editor's note
Business to Consumer
EDITORIAL STAFF
Editor
Managing Editor
Digital Media Editor
PUBLISHING STAFF
Publisher
National Account Executive
National Account Executive
John Unrein
Andy Nelson
Brian Amick
Troy Ashby
Gretchen Wagner
Lily Alvarez
Senior Director of Marketing and Promotions Kathi D. Gilleland
Sales Enablement Specialist
Audience Development Manager
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Whitney Hartman
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Nora Wages
Annie Fournier
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Senior Design Consultant
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CORPORATE STAFF
Chairman and CEO
President
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Chief Operating Officer and Executive Editor
Becky White
Brian Peterman
Jim White
Abby Chronister
marketplace. " We want to be inspired. "
Also relevant to this discussion are findings from new industry
Charles S. Sosland
L. Joshua Sosland
Staci Greco
Meyer Sosland
SOSLAND PUBLISHING COMPANY
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research by Marjorie Troxel Hellmer of Cypress Research, which
provided a compelling presentation that included perspective
from retail panelist Mitchie Curran, a cake and sugar artist with
Mitchies Munchies in Las Vegas.
" Mitchie, I'm going to take us back to earlier when we talked a
bit about interesting pandemic pivots, " Hellmer said during the
IBIE panel.
" Even though the general business outlook among retailers
looks pretty positive heading into next year, you described the
importance of that personal touch and human Interaction to
your business model. For retail bakeries, I think you really live
and die by the unique customer experiences you provide. "
All in all, the IBIE proved a fantastic forum for understanding and
responding to the future of retail bakery and the strategies and
tactics that are necessary to succeed and prosper in the future.
JOHN UNREIN
junrein@sosland.com
One of the more salient points made during the dynamic and
informative International Baking Industry Exposition (IBIE) came
from Rick Oleshak, vice president of marketing for AB Mauri.
" B2B does not mean business to boring, " Oleshak during the
IBIE session Marketing to a B2B Baking Industry with a B2C Lens.
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. Oleshak 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 of the consumer
FoodEntrepreneur
Experience
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bakemag.com | SEP-OCT 2022 > 03

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