IBIE - 2022 Special Edition & Show Preview - 34

LEGACY BAKERS
The fifth
generation of
family members
oversee the
daily activities
at Orlando
Baking Co.
fresh to frozen distribution to serve the shifts in
the in-store bakery channel.
" That's allowed us to grow dramatically because
we reached new markets, " Kim Bickford said.
At Clyde's, Kim Bickford and his brother, Kent,
" WE HAVE A LOT OF
PRIDE IN WHAT WE
DO, AND WE FEEL WE
MAKE GREAT BREAD.
IT'S PART OF OUR
FAMILY'S ROOTS. "
John Anthony Orlando,
Orlando Baking Co.
who is retired, learned the ropes from their late
father, Bill Bickford, and from on-the-job training.
Josh Bickford, however, was recruited back
into the bakery for his IT and administration expertise
after attaining a finance degree from the
University of Illinois. Over the years, he's received
informal training in other parts of the operation as
well as in marketing and sales. That's something
his father appreciates.
" The next generation always brings a questioning
attitude, " Kim Bickford said. " Is there a better
way of doing something? They come in with fresh
eyes and fresh ideas. So that's a key to success
when the next generation joins the business. "
Among the changes included a new image and
rebranding that leverages the fun of donuts with
the " smiles all around " campaign.
" We have this wonderful legacy business of
donuts, but there is not a more fun product to be
making than donuts, " Josh Bickford said. " We have
an opportunity to take that to the next level and
be industry experts. "
To honor its heritage, Orlando Baking has pulled
photos out of the vaults and created special mer34
| INSIDE IBIE
chandising displays for its sesquicentennial anniversary,
and the number 150 takes obvious prominence
in almost all its promotions.
Each month during the summer, the bakery offers
$1.50 off a select retail bakery product. The
company is also running the Great American
Sandwich contest in its Ohio fresh delivery market.
Consumers are being asked to submit their
best recipes for multiple sandwich categories. The
grand prize winner receives $1,500 while the runner
ups get $150 each.
Additionally, Orlando Baking is creating celebratory
videos with its local restaurant and national
customers, which will be shared on social media
and other platforms.
Reflecting on the bakery's history, Mr. Orlando
can't help but get nostalgic about how far the business
has come over the years since his great-greatgrandfather
distributed bread via horse and buggy.
" I don't think anybody envisioned us selling nationally,
and the opportunities for where we can go
are still really big, " he said. " If you look back before
my father and uncles ran the business, the family
was just happy selling bread in Cleveland. Now
we're looking where we can take the company for
the next 150 years. "
For a successful family-owned company, honoring
tradition with respect is the key to maintaining
bakery bloodlines.
*
Michaelangelo's Photography, Cheryl Debono
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