instore - November 2016 - COM1


Insight Insider

Insight Insider

La Brea takes
farm-to-table nationwide

Food Safety

Equipment

Going mobile
with staff training

Blast freezers
and chillers

Insight Insider:

La Brea Bakery Reserve is the first nationally available farm-to-table artisan bread.

La Brea takes
farm-to-table nationwide

"Single-origin heirloom wheat is a really exciting and important part of La
Brea Bakery Reserve," says Jonathan
Davis, senior vice president of innovation for ARYZTA North America, the
company that has owned La Brea since
2001. "When developing our new line,
we knew we wanted to work with the
absolute best wheat possible. Our resounding message for this line has been
'Wheat with a purpose.' We truly believe that great breads come from great
grains grown by passionate people in
special places."

by Ryan Atkinson

n its 27-year history, La Brea Bakery
has arguably become synonymous
nationwide with artisanal breads
and baked goods. The Los Angelesbased company became the largest artisanal bakery in the US when it built
its Van Nuys, CA, production plant in
1998. La Brea's breads began making
their way into supermarket bakeries,

I

PHOTO: LA BREA BAKERY

spreading from Southern California
into the rest of the nation. The company's success is strong enough to validate its self-billing as North America's
No. 1 artisan bread brand.
Now, La Brea is looking to top itself, recently unveiling a line of artisan breads
made from single origin heirloom grains.

Facing the challenges
Farm-to-table bread hits a wide range
of consumers' current purchasing drivers and, as a result, has become a figurative hot item on supermarket shelves
and around in-store bakeries. But developing and producing the first nationally
available farm-to-table bread presents its
share of hurdles.
For starters, there's the simple fact that
making single-heirloom grain requires
sourcing ingredients at a scale that hasn't
been done in the artisan bread community. La Brea developed a relationship with
Wheat Montana, a family-owned and operated farm in Three Forks, MT. Wheat
Montana's Fortuna Wheat - a non-GMO
heirloom grain grown for flavor and not
yield - is the basis for the new La Brea
Reserve line.

commissary INSIDER

*

NOVEMBER 2016 * 1



Table of Contents for the Digital Edition of instore - November 2016

instore - November 2016
Editor's Note - Attracting Diners: Time to eat
Table of Contents
News: On our Radar
Spotlight - By the numbers: Rotisserie chicken
Cover Story - The Future, Now
Product Knowledge - Need to Know: Artisan cheese
Equipment & Packaging - Latest Innovation: Display case 101
Merchandising - On Display: Whole grains
Product Trends - First to market
instore - November 2016 - instore - November 2016
instore - November 2016 - 2
instore - November 2016 - Editor's Note - Attracting Diners: Time to eat
instore - November 2016 - 4
instore - November 2016 - 5
instore - November 2016 - Table of Contents
instore - November 2016 - 7
instore - November 2016 - News: On our Radar
instore - November 2016 - 9
instore - November 2016 - Spotlight - By the numbers: Rotisserie chicken
instore - November 2016 - 11
instore - November 2016 - 12
instore - November 2016 - Cover Story - The Future, Now
instore - November 2016 - 14
instore - November 2016 - 15
instore - November 2016 - 16
instore - November 2016 - 17
instore - November 2016 - 18
instore - November 2016 - COM1
instore - November 2016 - COM2
instore - November 2016 - COM3
instore - November 2016 - COM4
instore - November 2016 - COM5
instore - November 2016 - COM6
instore - November 2016 - COM7
instore - November 2016 - COM8
instore - November 2016 - Product Knowledge - Need to Know: Artisan cheese
instore - November 2016 - 20
instore - November 2016 - 21
instore - November 2016 - 22
instore - November 2016 - 23
instore - November 2016 - 24
instore - November 2016 - 25
instore - November 2016 - Equipment & Packaging - Latest Innovation: Display case 101
instore - November 2016 - 27
instore - November 2016 - 28
instore - November 2016 - 29
instore - November 2016 - Merchandising - On Display: Whole grains
instore - November 2016 - 31
instore - November 2016 - Product Trends - First to market
instore - November 2016 - 33
instore - November 2016 - 34
instore - November 2016 - 35
instore - November 2016 - 36
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