Baking & Snack - August 2006 - 41

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GROWING AND GROWTH. Today, 18 trucks deliver fresh
products in Masada's local market, some on a 5-day basis, others on six days. Core customers for fresh products
include hotels, fine-dining restaurants, delis, institutions,
chain grocery stores and supermarkets. The bakery enlarged its fresh market with two depots in Florida and one
in Tennessee to serve customers from Richmond, VA, south
to Naples, FL, west to Montgomery, Huntsville and Birmingham, AL, and north to Nashville, TN. Five full-time
salesmen cover the Southeast territory. Some products are
sold frozen from an on-site 2,500-sq-ft freezer, especially to
independent distributions.
"We can go 300 miles fresh," Koby Stein observed, and he
described Atlanta as a hub for the culinary revolution now
sweeping through the region. "Change is radiating outward,"
he said. "There are more Europeans here and thus more interest in new baked foods."
"Big changes are taking place in our market," Mr. Ullman added. "Many Northerners are coming South, transferred by their companies. Charlotte, for example, is now
a banking center not only for the region but the country. Even cities that
were once considered small markets
are becoming bigger
economically, places
such as Charleston
and Greensboro."
There is still a
seasonal rhythm to

24 hours a day, seven days a week, over 167 LeMatic
bulk packers currently installed in bakeries around the world
each process up to 1000 buns per minute.
That's pretty impressive, especially when you take into
account that LeMatic's Bulk Packers also set the standard for
efficiency, with less down time and better ease of maintenance.
- designing lines that can be effectively
And, we work smart--retrofitted with industry advancements in the future.
Back it all up with engineering and service professionals that
are available for the life of your line and you've got a
rock-solid partner at work for you.
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Ullman said. "This is very much a family operation."
"There are employees here who have been with us for
many years," Hezi Stein said. "You can't run the business by
yourself, and this plant operates 24 hours a day. I trust my
people; this is their company, too."
Mr. Ullman confirmed the open-door nature of management at Masada. "That's very important in this type of business," he said. "It helps us retain employees, and it keeps the
product more consistent."
Masada provides frequent training sessions for its staff,
covering a variety of subjects including GMPs, HACCP,
food safety, sanitation and worker safety. "It is much easier
to manage the people and the bakery when staff members
know why they do what they do," Hezi Stein noted.

LeMatic Inc.

517-787-3301 * sales@lematic.com * www.lematic.com
For more information, see Page 129

ᮤ Production Manager
Heider Alfirozi checks the
quality of ciabatta rolls, a new
and highly successful product
for Masada Bakery.

http://www.lematic.com

Baking & Snack - August 2006

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