Baking & Snack - June 2023 - 23

OPERATIONS
Dewey's Bakery Inc.
Intensely flavored thin cookies are gaining fans
as Dewey's Bakery Inc. expands into new markets.
by Michelle Smith
In 1930, Dewey's Bakery opened its doors in WinstonSalem,
NC, and the retail shop established itself as a
community staple with an enduring legacy. The operation
expanded and opened a commercial bakery in
2010, but it was just five years ago that one bakery favorite,
wafer-thin Moravian cookies with a powerful flavor
punch, started hitting retail shelves nationwide, and they
are rapidly spreading into new markets and stores.
In the fall, the business announced its partnership
with Albertsons, Safeway, Jewel/Osco, Shaw's and United
supermarkets, which ramped up distribution of Dewey's
cookies by 25%, adding 2,000 stores nationwide.
" We increased our distribution by more than double
last year, which is great, but we still have a lot of expansion
to go, " said Mike Senackerib, chief executive officer
of Dewey's Bakery Inc. " We could double again and double
again. There are enough stores out there. We continue
to add more business every year. "
Dewey's Bakery is still located in the community
where it began. The company runs two commercial
facilities in Winston-Salem: The Kimwell plant headquarters
has nearly 100,000 square feet of space and the
Jonestown plant across town is 49,000 square feet. The
company also still runs three Dewey's retail bakeries,
two in Winston-Salem and one in Greensboro.
The local community remains a vital part of the company's
base, with the commercial bakeries supplying the
popular Moravian cookies as well as Moravian sugar
cakes, oatmeal cookies, oatmeal sandwich cookies and
cheese crackers to the retail bakeries and a few items to
local grocers. But the business has ambitious expansion
plans as it automates processes and continues to improve
operations as production ramps up.
Community roots run deep
Scott Livengood, the executive chairman, bought
Dewey's bakery from the founder's grandchildren
in 2006.
" That's when it really began to shift from a local bakery
to a national manufacturing company, " Mr. Senackerib
said. " I think around 2010 is when the national expansion
really started. ... The commercial bakery was a way
for the company to get into national cookie and cracker
manufacturing on a much bigger scale. "
The commercial bakery opened its doors in 2010 to
accommodate the demand for its cookies and other
baked goods and started co-manufacturing for thirdparty
private label accounts.
The company launched the Dewey's brand in the
wholesale channel in 2018, and a $25 million minority
investment from the Paris-based investment firm
Eurazeo in 2020 sped up its national expansion.
" The primary focus is on building our branded business
and continued product innovation, " Mr. Senackerib
said. " We've got new flavors coming out, we've got some
fun and interesting new innovation that we'll probably
get to talk about in a few months. "
The cookies are 16 calories each, which means conwww.bakingbusiness.com
/ June 2023 Baking & Snack 23
Vinnie Pellegrino,
vice president, R&D,
makes three to four
samples daily of
products being tested.
Photos by Tracie Hoprich Photography
http://www.bakingbusiness.com

Baking & Snack - June 2023

Table of Contents for the Digital Edition of Baking & Snack - June 2023

Baking & Snack - June 2023 - Intro
Baking & Snack - June 2023 - 1
Baking & Snack - June 2023 - 2
Baking & Snack - June 2023 - 3
Baking & Snack - June 2023 - 4
Baking & Snack - June 2023 - 5
Baking & Snack - June 2023 - 6
Baking & Snack - June 2023 - 7
Baking & Snack - June 2023 - 8
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Baking & Snack - June 2023 - 11
Baking & Snack - June 2023 - 12
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Baking & Snack - June 2023 - 14
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Baking & Snack - June 2023 - 18
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Baking & Snack - June 2023 - 20
Baking & Snack - June 2023 - 21
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Baking & Snack - June 2023 - 23
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Baking & Snack - June 2023 - 25
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