bake - May 2014 - 3
editor's note
May 2014 / issue 5
The merchandising issue:
share your stories
Compelling stories and sensory experiences are vital to your
socialize with family, friends and community members. Local
marketing and merchandising strategies for your bakery.
products have an appeal due in part to their known provenance,
"Express your passion for your products, and add value to your
and some 62 percent of all survey respondents say they try to
products via storytelling," says Liesbet Vandepoel, marketing
buy local food items whenever they can. Overall, as consumers
manager bakery at Puratos USA, who offered key insights
in 2014 seek to disconnect from the Internet, protect their
from a study of 6,400 consumers in 14 countries. For example,
privacy and become more in tune with the world around them,
you might want to tell your customers the story of a favorite
they will inherently want to enjoy the moment as well.
recipe at your bakery. Your goal is to create an atmosphere
of authenticity. Share the details of your family history in the
This is not to say that retail bakeries should ignore the digital
bakery business and how you are committed to the craft of
environment. Quite the contrary. Yet there are important ways
baking.
to enhance the physical shopping experience at your bakery
that cannot be duplicated online. As one baker in the Pacific
According to Mintel's 2014 consumer research, people are
Northwest recently told me, he believes it is far more important
learning to embrace their local environment, including where
to focus efforts on producing a great product that is supported
they are, who they're with, and even the origin of their preferred
by a compelling story, rather than devoting a majority of his
goods and services, connecting those things to the people or
time to posting photos on Facebook.
places from where they came. In fact, Mintel's survey data shows
that 46 percent of Americans who participate in local commu-
Produce a superior product that is worth bragging about, and
nity activities do so because it gives them an opportunity to
your customers will spread the word, and do the work for you.
JOHN UNREIN
j unrei n@ so sland .co m
bakemag.com | MAY 2014 > 03
http://www.bakemag.com
bake - May 2014
Table of Contents for the Digital Edition of bake - May 2014
bake - May 2014
Editor's Note - Share Your Stories
Table of Contents
News Bites - CSM Bakery Products welcomes new vice president
Nature’s Bakery prepares to expand
Extension of Barry Callebaut’s health claim on cocoa flavanols approved
My Favorite Things
Management - Be Easy To Do Business With
Labor Front - Summer Interns
Food Safety - Refrigeration & Storage
Legislation - Minimum Wage Law
Ingredients - Innovative and Healthy
Back to Tradition
Cafe Style
Lighting Your Bakery
Taste/Tomorrow
Bread and Baking - Bagel Makeover
Dividers & Rounders
Accuracy in Measurement
Cake - Donuts for Summer’s Dog Days
Decadent Dessert Bars
Smartphone Photography
Cafe - Signature Soups and Salads
Be "Smooth"
Products
Product Showcase
Classifieds
Ad Index
bake - May 2014 - bake - May 2014
bake - May 2014 - 2
bake - May 2014 - Editor's Note - Share Your Stories
bake - May 2014 - 4
bake - May 2014 - Table of Contents
bake - May 2014 - Extension of Barry Callebaut’s health claim on cocoa flavanols approved
bake - May 2014 - 7
bake - May 2014 - My Favorite Things
bake - May 2014 - 9
bake - May 2014 - Management - Be Easy To Do Business With
bake - May 2014 - 11
bake - May 2014 - Labor Front - Summer Interns
bake - May 2014 - 13
bake - May 2014 - Food Safety - Refrigeration & Storage
bake - May 2014 - 15
bake - May 2014 - Legislation - Minimum Wage Law
bake - May 2014 - 17
bake - May 2014 - Ingredients - Innovative and Healthy
bake - May 2014 - 19
bake - May 2014 - 20
bake - May 2014 - 21
bake - May 2014 - Back to Tradition
bake - May 2014 - 23
bake - May 2014 - 24
bake - May 2014 - 25
bake - May 2014 - 26
bake - May 2014 - 27
bake - May 2014 - 28
bake - May 2014 - 29
bake - May 2014 - 30
bake - May 2014 - 31
bake - May 2014 - Cafe Style
bake - May 2014 - 33
bake - May 2014 - Lighting Your Bakery
bake - May 2014 - 35
bake - May 2014 - 36
bake - May 2014 - 37
bake - May 2014 - Taste/Tomorrow
bake - May 2014 - 39
bake - May 2014 - 40
bake - May 2014 - 41
bake - May 2014 - Bread and Baking - Bagel Makeover
bake - May 2014 - 43
bake - May 2014 - Dividers & Rounders
bake - May 2014 - 45
bake - May 2014 - Accuracy in Measurement
bake - May 2014 - 47
bake - May 2014 - Cake - Donuts for Summer’s Dog Days
bake - May 2014 - 49
bake - May 2014 - 50
bake - May 2014 - 51
bake - May 2014 - Decadent Dessert Bars
bake - May 2014 - 53
bake - May 2014 - 54
bake - May 2014 - 55
bake - May 2014 - Smartphone Photography
bake - May 2014 - 57
bake - May 2014 - Cafe - Signature Soups and Salads
bake - May 2014 - 59
bake - May 2014 - Be "Smooth"
bake - May 2014 - 61
bake - May 2014 - Products
bake - May 2014 - 63
bake - May 2014 - Product Showcase
bake - May 2014 - 65
bake - May 2014 - Classifieds
bake - May 2014 - Ad Index
bake - May 2014 - 68
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