Baking & Snack - August 2020 - 27

OPERATIONS
Custom Foods

Custom Foods goes from vertical integration to complete diversification.
by Joanie Spencer

L

Like many commercial bakeries, Custom Foods started
out with one entrepreneur who thought to himself, "I
could do it better."
It was the mid-1990s, and Custom Foods founder Joe
Bisogno was running a chain of Mr. Goodcents restaurants in the suburbs of Kansas City, Mo. The story begins
the same as many: Mr. Bisogno wasn't satisfied with the
quality of bread for the sub sandwiches he sold in his
stores, so he began baking it himself.
But there's something about Mr. Bisogno that makes
this venture a little different than your average bakery startup story. You see, Mr. Bisogno is a serial entrepreneur, and if he's not satisfied with the status quo,
his answer is simple: create another company, and do
it himself.
And it's exactly that can-do culture that has evolved
this DeSoto, Kan.-based bakery from a vertically integrated supplier of frozen bread for its sandwich shops
to a nimble, highly diversified producer of frozen dough
for bread, buns, rolls, pita, naan, cookies, pizza dough
balls and pizza crusts, as well as several different parbaked items and finished cookies to boot.
Today, Custom Foods hangs its hat on the ability to
pick up just about any opportunity that comes its way,
and by doing so, the company has weathered the pandemic and helped many of its customers stay afloat.
"We take on projects that a lot of other manufacturers won't," said Ethan Hart, president, Custom Foods,

"because we're working to match their custom products
and formulations. We work with them to create, and that
helps to establish a strong customer alliance. We have to
stay diversified. So many bakeries are weighted so heavily in their portfolio with one or two items, and if that
thing goes away, you're in big trouble."
Whether it's a multigrain sub, dinner roll, simple
pizza crust or hemp-protein cookie, Custom Foods has
perfected its customers' formulas with no margin for
error. Beginning with the R&D team - Jessica Baker,
R&D manager, and Manfred Goule, executive chef - to
the workers who scale minor ingredients and specialty
blends, customers' formulas are sacred.
So much so, in fact, that the bakery has a zerotolerance policy for altering a formula.
That mentality became the difference between survival and success when the coronavirus (COVID-19) came
to town and turned foodservice upside down and inside
out. Diversification kept Custom Foods in the game, and
it's the key to a vibrant future.
"We like to keep it custom here," Mr. Hart professed.

Five years ago,
pizza dough balls
were a small portion
of Custom Foods'
business. Today, it
makes up about 30%.
©Ryan Alcantara / Sosland
Publishing Company

Battleship vs. destroyer
In the beginning, Custom Foods was a one-line operation that simply produced sub sandwich rolls and breadsticks for Mr. Bisogno's sandwich shops.
"It developed from there, and then they started supporting the cookie needs in the restaurants," said

www.bakingbusiness.com / August 2020 Baking & Snack 27


http://www.bakingbusiness.com

Baking & Snack - August 2020

Table of Contents for the Digital Edition of Baking & Snack - August 2020

Baking & Snack - August 2020 - 1
Baking & Snack - August 2020 - 1
Baking & Snack - August 2020 - 2
Baking & Snack - August 2020 - 3
Baking & Snack - August 2020 - 4
Baking & Snack - August 2020 - 5
Baking & Snack - August 2020 - 6
Baking & Snack - August 2020 - 7
Baking & Snack - August 2020 - 8
Baking & Snack - August 2020 - 9
Baking & Snack - August 2020 - 10
Baking & Snack - August 2020 - 11
Baking & Snack - August 2020 - 12
Baking & Snack - August 2020 - 13
Baking & Snack - August 2020 - 14
Baking & Snack - August 2020 - 15
Baking & Snack - August 2020 - 16
Baking & Snack - August 2020 - 17
Baking & Snack - August 2020 - 18
Baking & Snack - August 2020 - 19
Baking & Snack - August 2020 - 20
Baking & Snack - August 2020 - 21
Baking & Snack - August 2020 - 22
Baking & Snack - August 2020 - 23
Baking & Snack - August 2020 - 24
Baking & Snack - August 2020 - 25
Baking & Snack - August 2020 - 26
Baking & Snack - August 2020 - 27
Baking & Snack - August 2020 - 28
Baking & Snack - August 2020 - 29
Baking & Snack - August 2020 - 30
Baking & Snack - August 2020 - 31
Baking & Snack - August 2020 - 32
Baking & Snack - August 2020 - 33
Baking & Snack - August 2020 - 34
Baking & Snack - August 2020 - 35
Baking & Snack - August 2020 - 36
Baking & Snack - August 2020 - 37
Baking & Snack - August 2020 - 38
Baking & Snack - August 2020 - 39
Baking & Snack - August 2020 - 40
Baking & Snack - August 2020 - 41
Baking & Snack - August 2020 - 42
Baking & Snack - August 2020 - 43
Baking & Snack - August 2020 - 44
Baking & Snack - August 2020 - 45
Baking & Snack - August 2020 - 46
Baking & Snack - August 2020 - 47
Baking & Snack - August 2020 - 48
Baking & Snack - August 2020 - 49
Baking & Snack - August 2020 - 50
Baking & Snack - August 2020 - 51
Baking & Snack - August 2020 - 52
Baking & Snack - August 2020 - 53
Baking & Snack - August 2020 - 54
Baking & Snack - August 2020 - 55
Baking & Snack - August 2020 - 56
Baking & Snack - August 2020 - 57
Baking & Snack - August 2020 - 58
Baking & Snack - August 2020 - 59
Baking & Snack - August 2020 - 60
Baking & Snack - August 2020 - 61
Baking & Snack - August 2020 - 62
Baking & Snack - August 2020 - 63
Baking & Snack - August 2020 - 64
Baking & Snack - August 2020 - 65
Baking & Snack - August 2020 - 66
Baking & Snack - August 2020 - 67
Baking & Snack - August 2020 - 68
Baking & Snack - August 2020 - 69
Baking & Snack - August 2020 - 70
Baking & Snack - August 2020 - 71
Baking & Snack - August 2020 - 72
Baking & Snack - August 2020 - 73
Baking & Snack - August 2020 - 74
Baking & Snack - August 2020 - 75
Baking & Snack - August 2020 - 76
Baking & Snack - August 2020 - 77
Baking & Snack - August 2020 - 78
Baking & Snack - August 2020 - 79
Baking & Snack - August 2020 - 80
Baking & Snack - August 2020 - 81
Baking & Snack - August 2020 - 82
Baking & Snack - August 2020 - 83
Baking & Snack - August 2020 - 84
Baking & Snack - August 2020 - 85
Baking & Snack - August 2020 - 86
Baking & Snack - August 2020 - 87
Baking & Snack - August 2020 - 88
Baking & Snack - August 2020 - 89
Baking & Snack - August 2020 - 90
Baking & Snack - August 2020 - 91
Baking & Snack - August 2020 - 92
Baking & Snack - August 2020 - 93
Baking & Snack - August 2020 - 94
Baking & Snack - August 2020 - 95
Baking & Snack - August 2020 - 96
Baking & Snack - August 2020 - 97
Baking & Snack - August 2020 - 98
Baking & Snack - August 2020 - 99
Baking & Snack - August 2020 - 100
Baking & Snack - August 2020 - 101
Baking & Snack - August 2020 - 102
Baking & Snack - August 2020 - 103
Baking & Snack - August 2020 - 104
Baking & Snack - August 2020 - 105
Baking & Snack - August 2020 - 106
Baking & Snack - August 2020 - 107
Baking & Snack - August 2020 - 108
Baking & Snack - August 2020 - 109
Baking & Snack - August 2020 - 110
Baking & Snack - August 2020 - 111
Baking & Snack - August 2020 - 112
Baking & Snack - August 2020 - 113
Baking & Snack - August 2020 - 114
Baking & Snack - August 2020 - 115
Baking & Snack - August 2020 - 116
Baking & Snack - August 2020 - 117
Baking & Snack - August 2020 - 118
Baking & Snack - August 2020 - 119
Baking & Snack - August 2020 - 120
Baking & Snack - August 2020 - 121
Baking & Snack - August 2020 - 122
Baking & Snack - August 2020 - 123
Baking & Snack - August 2020 - 124
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-october-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-september-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-august-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-july-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-june-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-may-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-april-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-march-2021
https://digitalbs.bakingbusiness.com/sosland/bs/baking-snack-february-2021
http://digitalbs.bakingbusiness.com/sosland/bs/2020_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_03_01
http://digitalbs.bakingbusiness.com/sosland/bs/2020_02_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_03_01
http://digitalbs.bakingbusiness.com/sosland/bs/2019_02_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2018_03_01
https://www.nxtbook.com/sosland/bs/2018_02_01
https://www.nxtbook.com/sosland/bs/2017_12_01
https://www.nxtbook.com/sosland/bs/2017_11_01
https://www.nxtbook.com/sosland/bs/2017_10_01
https://www.nxtbook.com/sosland/bs/2017_09_01
https://www.nxtbook.com/sosland/bs/2017_08_01
https://www.nxtbook.com/sosland/bs/2017_07_01
https://www.nxtbook.com/sosland/bs/2017_06_01
https://www.nxtbook.com/sosland/bs/2017_05_01
https://www.nxtbook.com/sosland/bs/2017_04_01
https://www.nxtbook.com/sosland/bs/2017_03_01
https://www.nxtbook.com/sosland/bs/2017_02_01
https://www.nxtbook.com/sosland/bs/2016_12_01
https://www.nxtbook.com/sosland/bs/2016_11_01
https://www.nxtbook.com/sosland/bs/2016_10_01
https://www.nxtbook.com/sosland/bs/2016_09_01
https://www.nxtbook.com/sosland/bs/2016_08_01
https://www.nxtbook.com/sosland/bs/2016_07_01
https://www.nxtbook.com/sosland/bs/2016_06_01
https://www.nxtbook.com/sosland/bs/2016_05_01
https://www.nxtbook.com/sosland/bs/2016_04_01
https://www.nxtbook.com/sosland/bs/2016_03_01
https://www.nxtbook.com/sosland/bs/2016_02_01
https://www.nxtbook.com/sosland/bs/2015_12_01
https://www.nxtbook.com/sosland/bs/2015_11_01
https://www.nxtbook.com/sosland/bs/2015_10_01
https://www.nxtbook.com/sosland/bs/2015_09_01
https://www.nxtbook.com/sosland/bs/2015_08_01
https://www.nxtbook.com/sosland/bs/2015_07_01
https://www.nxtbook.com/sosland/bs/2015_06_01
https://www.nxtbook.com/sosland/bs/2015_05_02
https://www.nxtbook.com/sosland/bs/2015_04_01
https://www.nxtbook.com/sosland/bs/2015_03_01
https://www.nxtbook.com/sosland/bs/2015_02_01
https://www.nxtbook.com/sosland/bs/2014_12_01
https://www.nxtbook.com/sosland/bs/2014_11_01
https://www.nxtbook.com/sosland/bs/2014_10_01
https://www.nxtbook.com/sosland/bs/2014_09_01
https://www.nxtbook.com/sosland/bs/2014_08_01
https://www.nxtbook.com/sosland/bs/2014_07_01
https://www.nxtbook.com/sosland/bs/2014_06_01
https://www.nxtbook.com/sosland/bs/2014_05_01
https://www.nxtbook.com/sosland/bs/2014_04_01
https://www.nxtbook.com/sosland/bs/2014_03_01
https://www.nxtbook.com/sosland/bs/2014_02_01
https://www.nxtbook.com/sosland/bs/2013_12_01
https://www.nxtbook.com/sosland/bs/2013_11_01
https://www.nxtbook.com/sosland/bs/2013_10_01
https://www.nxtbook.com/sosland/bs/2013_09_01
https://www.nxtbook.com/sosland/bs/2013_08_01
https://www.nxtbook.com/sosland/bs/2013_07_01
https://www.nxtbook.com/sosland/bs/2013_06_01
https://www.nxtbook.com/sosland/bs/2013_05_01
https://www.nxtbook.com/sosland/bs/2013_04_01
https://www.nxtbook.com/sosland/bs/2013_03_01
https://www.nxtbook.com/sosland/bs/2013_02_01
https://www.nxtbook.com/sosland/bs/2012_12_01
https://www.nxtbook.com/sosland/bs/2012_11_01
https://www.nxtbook.com/sosland/bs/2012_10_01
https://www.nxtbook.com/sosland/bs/2012_09_01
https://www.nxtbook.com/sosland/bs/2012_08_01
https://www.nxtbook.com/sosland/bs/2012_07_01
https://www.nxtbook.com/sosland/bs/2012_06_01
https://www.nxtbook.com/sosland/bs/2012_05_01
https://www.nxtbook.com/sosland/bs/2012_04_01
https://www.nxtbook.com/sosland/bs/2012_03_01
https://www.nxtbook.com/sosland/bs/2012_02_01
https://www.nxtbook.com/sosland/bs/2011_12_01
https://www.nxtbook.com/sosland/bs/2011_11_01
https://www.nxtbook.com/sosland/bs/2011_10_01
https://www.nxtbook.com/sosland/bs/2011_09_01
https://www.nxtbook.com/sosland/bs/2011_08_01
https://www.nxtbook.com/sosland/bs/2011_07_01
https://www.nxtbook.com/sosland/bs/2011_06_01
https://www.nxtbook.com/sosland/bs/2011_05_01
https://www.nxtbook.com/sosland/bs/2011_04_01
https://www.nxtbook.com/sosland/bs/2011_03_01
https://www.nxtbook.com/sosland/bs/2011_02_01
https://www.nxtbook.com/sosland/bs/2010_12_01
https://www.nxtbook.com/sosland/bs/2010_11_01
https://www.nxtbook.com/sosland/bs/2010_10_01
https://www.nxtbook.com/sosland/bs/2010_09_01
https://www.nxtbook.com/sosland/bs/2010_08_01
https://www.nxtbook.com/sosland/bs/2010_07_01
https://www.nxtbook.com/sosland/bs/2010_06_01
https://www.nxtbook.com/sosland/bs/2010_05_01
https://www.nxtbook.com/sosland/bs/2010_04_01
https://www.nxtbook.com/sosland/bs/2010_03_01
https://www.nxtbook.com/sosland/bs/2010_02_01
https://www.nxtbook.com/sosland/bs/2009_12_01
https://www.nxtbook.com/sosland/bs/2009_11_01
https://www.nxtbook.com/sosland/bs/2009_10_01
https://www.nxtbook.com/sosland/bs/2009_09_01
https://www.nxtbook.com/sosland/bs/2009_08_01
https://www.nxtbook.com/sosland/bs/2009_07_01
https://www.nxtbook.com/sosland/bs/2009_06_01
https://www.nxtbook.com/sosland/bs/2009_05_01
https://www.nxtbook.com/sosland/bs/2009_04_01
https://www.nxtbook.com/sosland/bs/2009_03_01
https://www.nxtbook.com/sosland/bs/2009_02_01
https://www.nxtbook.com/sosland/bs/2008_12_01
https://www.nxtbook.com/sosland/bs/2008_11_01
https://www.nxtbook.com/sosland/bs/2008_10_01
https://www.nxtbook.com/sosland/bs/2008_09_01
https://www.nxtbook.com/sosland/bs/2008_08_01
https://www.nxtbook.com/sosland/bs/2008_07_01
https://www.nxtbook.com/sosland/bs/2008_06_01
https://www.nxtbook.com/sosland/bs/2008_05_01
https://www.nxtbook.com/sosland/bs/2008_04_01
https://www.nxtbook.com/sosland/bs/2008_03_01
https://www.nxtbook.com/sosland/bs/2008_02_01
https://www.nxtbook.com/sosland/bs/2007_12_01
https://www.nxtbook.com/sosland/bs/2007_11_01
https://www.nxtbook.com/sosland/bs/2007_10_01
https://www.nxtbook.com/sosland/bs/2007_09_01
https://www.nxtbook.com/sosland/bs/2007_08_01
https://www.nxtbook.com/sosland/bs/2007_07_01
https://www.nxtbook.com/sosland/bs/2007_06_01
https://www.nxtbook.com/sosland/bs/2007_05_01
https://www.nxtbook.com/sosland/bs/2007_04_01
https://www.nxtbook.com/sosland/bs/2007_02_01
https://www.nxtbook.com/sosland/bs/2006_12_01
https://www.nxtbook.com/sosland/bs/2006_11_01
https://www.nxtbook.com/sosland/bs/2006_10_01
https://www.nxtbook.com/sosland/bs/2006_09_01
https://www.nxtbook.com/sosland/bs/2006_08_01
https://www.nxtbook.com/sosland/bs/2006_07_01
https://www.nxtbook.com/sosland/bs/2006_06_01
https://www.nxtbook.com/sosland/bs/2006_05_01
https://www.nxtbook.com/sosland/bs/2006_04_01
https://www.nxtbook.com/sosland/bs/2006_03_01
https://www.nxtbook.com/sosland/bs/2006_02_01
https://www.nxtbook.com/sosland/bs/2005_12_01
https://www.nxtbook.com/sosland/bs/2005_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_05_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_04_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_03_01
http://digitalbs.bakingbusiness.com/sosland/bs/2005_02_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_12_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_11_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_10_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_09_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_08_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_07_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_05_01
https://digitalbs.bakingbusiness.com/sosland/bs/2004_04_01
https://digitalbs.bakingbusiness.com/sosland/bs/2004_03_01
https://digitalbs.bakingbusiness.com/sosland/bs/2004_02_01
https://digitalbs.bakingbusiness.com/sosland/bs/2003_12_01
https://digitalbs.bakingbusiness.com/sosland/bs/2003_11_01
https://www.nxtbookmedia.com