Baking & Snack - September 2020 - 22

INCUBATORS

start to open up again, we're going to see this amazing
entrepreneurial revitalization. Hopefully, this next wave
capitalizes on some of the previous mistakes that some
brands made and allows new brands to be more prepared for future growth."
Jessica Cristadoro, Mr. Weck's business partner,
preaches patience for burgeoning brands and urges entrepreneurs to take advantage of the lull in new products to
better position themselves before their next launch.
"Marketwise, we're seeing 'Let's prepare for postCOVID,' " she said. "There's not a lot of 'Let's hop in this
market right this minute.' Rather, it's about 'Let's get all of our
ducks in a row and when things rebound, we're ready to go.' "

Hitting the accelerator
That's exactly what HighKey is doing to leverage its established position both online and more recently in
brick and mortar.
"If anything, we have only accelerated our new product pipeline work," Mr. Ens said. "If you think of our
business model, once we roll out something on dotcom,
we can bring that across to our traditional retailers."
HighKey, he added, can go to market quickly with
new products because of its direct-to-consumer and
e-commerce model. If others slow down on innovation,
that just makes it easier for the company to expand its
presence in the overall market.
'The biggest challenge is creating new products with
relevant differentiation," Ms. Herman said. "Factory is a
multidisciplinary team of industry veterans who work
with entrepreneurs to develop innovative brands and

In these unprecedented times in
the food industry, e-commerce,
crowdfunding, social media and the
power of search engines have made
it possible for almost anyone with
an idea to try a hand at launching a
baking or snack company.
In season two of Since Sliced
Bread, Charlotte Atchley, Baking &
Snack senior editor, explored how
entrepreneurs with no background
or formal training in food
manufacturing found success in the
bakery and snack aisles.
The podcasts tell the stories of
how they got started, the challenges
they faced and how they are
disrupting their categories - or

strategies underpinned by market research and consumer insight. We are creating a culture that meshes
big company resources and experience with passionate,
risk-taking entrepreneurism."
She said many incubators' products are often launched
because of feedback from friends and neighbors who encourage them to launch a company.
"Very few achieve any scale, because building a brand
and a business is really hard and scaling a brand that
is solely differentiated by its taste is nearly impossible,"
Ms. Herman said. "It is very difficult to stand out online
and almost impossible to gain retail placement. Even finding an affordable co-manufacturer is a monumental challenge. The good ones barely have the capacity or time to fill
current orders, let alone take on fledgling businesses that
may have trouble moving minimum order quantities."
Prior to the pandemic, many incubators could launch
a new product with minimal investment.
"You could throw it in your car, drive it around, demo
it, set up a table at a farmer's market, go to a trade show,
and get it into people's hands personally," Ms. Herman
explained. "Now, you don't have that option. The sell-in
is longer, harder and more expensive. Sampling is more
diffuse; you can't be where the consumer is. A lot of
businesses simply don't have the capital to sustain themselves during this time."
That's why Mr. Weck divides startups into incubators
and more established accelerators that have an emerging brand with critical mass and actual sales. The former
may need a shared-use kitchen and assistance with the
fundamentals for developing a business.

in some cases - how they are
creating completely new ones.
Featured in the series is Monica
Watrous, managing editor of
Food Business News. She has
also been spearheading Sosland
Publishing's latest publication
Food Entrepreneur. She explains
what's making it possible for these
emerging businesses to find a
space on the shelf and become true
competitors to more established
snack and bakery companies.
Others profiled in Since Sliced
Bread include Daniel Kurzrock of
ReGrained, San Francisco; Sadie
Scheffer of Bread SRSLY, Berkeley,
Calif.; Greg Acerra of Fireking

22 Baking & Snack September 2020 / www.bakingbusiness.com

Baking Co., Braintree, Mass.; Stacy
Madison of Stacy's Pita Chips,
Boston; Junea Rocha of Brazi Bites,
Portland, Ore., and Andrew Stoloff
and Leslie Crary of Rubicon Bakers,
Richmond, Calif.
Baking & Snack launched Since
Sliced Bread in January in hopes
of uncovering fresh answers to the
commercial baking industry's latest
challenges.
Since Sliced Bread is available
to download on a range of
applications, including Apple
Podcasts, Google Podcasts, Spotify
and more.
It also may be accessed on
Bakingbusiness.com.


http://www.Bakingbusiness.com http://www.bakingbusiness.com

Baking & Snack - September 2020

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

editorial - When 'unprecedented' becomes the status quo
newsfront
In brief/people
trends snapshot news
Special report: Incubators -- A brand-new beginning
Operations: Muffin Town -- New rules for schools
Trends: Pretzels -- back in the spotlight
Formulation: Fats & oils -- Dialing into functionality
Formulation: Sourcing & Supply Chain -- Global web of ingredients
Equipment: Pizza tech -- Piling it on
Equipment: Mixing -- Keep your cool
Equipment: Finishing -- Seeking the perfect touch
Operations: Augmented & virtual reality -- Playing pretend
Equipment: Bottlenecks -- Breaking the bottleneck
Events
Innovations
Featured technical expert
Ingredients & formulating
Equipment & packaging
Patents
New on the shelf
New product spotlight -- A change of pace
Baking & Snack - September 2020 - 1
Baking & Snack - September 2020 - 1
Baking & Snack - September 2020 - 2
Baking & Snack - September 2020 - 3
Baking & Snack - September 2020 - 4
Baking & Snack - September 2020 - 5
Baking & Snack - September 2020 - 6
Baking & Snack - September 2020 - 7
Baking & Snack - September 2020 - 8
Baking & Snack - September 2020 - 9
Baking & Snack - September 2020 - editorial - When 'unprecedented' becomes the status quo
Baking & Snack - September 2020 - 11
Baking & Snack - September 2020 - newsfront
Baking & Snack - September 2020 - 13
Baking & Snack - September 2020 - 14
Baking & Snack - September 2020 - 15
Baking & Snack - September 2020 - In brief/people
Baking & Snack - September 2020 - trends snapshot news
Baking & Snack - September 2020 - Special report: Incubators -- A brand-new beginning
Baking & Snack - September 2020 - 19
Baking & Snack - September 2020 - 20
Baking & Snack - September 2020 - 21
Baking & Snack - September 2020 - 22
Baking & Snack - September 2020 - 23
Baking & Snack - September 2020 - Operations: Muffin Town -- New rules for schools
Baking & Snack - September 2020 - 25
Baking & Snack - September 2020 - 26
Baking & Snack - September 2020 - 27
Baking & Snack - September 2020 - 28
Baking & Snack - September 2020 - 29
Baking & Snack - September 2020 - 30
Baking & Snack - September 2020 - 31
Baking & Snack - September 2020 - 32
Baking & Snack - September 2020 - 33
Baking & Snack - September 2020 - 34
Baking & Snack - September 2020 - Trends: Pretzels -- back in the spotlight
Baking & Snack - September 2020 - 36
Baking & Snack - September 2020 - 37
Baking & Snack - September 2020 - 38
Baking & Snack - September 2020 - 39
Baking & Snack - September 2020 - 40
Baking & Snack - September 2020 - 41
Baking & Snack - September 2020 - 42
Baking & Snack - September 2020 - Formulation: Fats & oils -- Dialing into functionality
Baking & Snack - September 2020 - 44
Baking & Snack - September 2020 - 45
Baking & Snack - September 2020 - 46
Baking & Snack - September 2020 - 47
Baking & Snack - September 2020 - 48
Baking & Snack - September 2020 - 49
Baking & Snack - September 2020 - 50
Baking & Snack - September 2020 - Formulation: Sourcing & Supply Chain -- Global web of ingredients
Baking & Snack - September 2020 - 52
Baking & Snack - September 2020 - 53
Baking & Snack - September 2020 - 54
Baking & Snack - September 2020 - 55
Baking & Snack - September 2020 - 56
Baking & Snack - September 2020 - 57
Baking & Snack - September 2020 - 58
Baking & Snack - September 2020 - Equipment: Pizza tech -- Piling it on
Baking & Snack - September 2020 - 60
Baking & Snack - September 2020 - 61
Baking & Snack - September 2020 - 62
Baking & Snack - September 2020 - 63
Baking & Snack - September 2020 - 64
Baking & Snack - September 2020 - 65
Baking & Snack - September 2020 - 66
Baking & Snack - September 2020 - 67
Baking & Snack - September 2020 - 68
Baking & Snack - September 2020 - Equipment: Mixing -- Keep your cool
Baking & Snack - September 2020 - 70
Baking & Snack - September 2020 - 71
Baking & Snack - September 2020 - 72
Baking & Snack - September 2020 - 73
Baking & Snack - September 2020 - 74
Baking & Snack - September 2020 - 75
Baking & Snack - September 2020 - 76
Baking & Snack - September 2020 - 77
Baking & Snack - September 2020 - 78
Baking & Snack - September 2020 - Equipment: Finishing -- Seeking the perfect touch
Baking & Snack - September 2020 - 80
Baking & Snack - September 2020 - 81
Baking & Snack - September 2020 - 82
Baking & Snack - September 2020 - 83
Baking & Snack - September 2020 - 84
Baking & Snack - September 2020 - 85
Baking & Snack - September 2020 - 86
Baking & Snack - September 2020 - Operations: Augmented & virtual reality -- Playing pretend
Baking & Snack - September 2020 - 88
Baking & Snack - September 2020 - 89
Baking & Snack - September 2020 - 90
Baking & Snack - September 2020 - Equipment: Bottlenecks -- Breaking the bottleneck
Baking & Snack - September 2020 - 92
Baking & Snack - September 2020 - 93
Baking & Snack - September 2020 - 94
Baking & Snack - September 2020 - 95
Baking & Snack - September 2020 - Events
Baking & Snack - September 2020 - 97
Baking & Snack - September 2020 - 98
Baking & Snack - September 2020 - Innovations
Baking & Snack - September 2020 - Featured technical expert
Baking & Snack - September 2020 - 101
Baking & Snack - September 2020 - Ingredients & formulating
Baking & Snack - September 2020 - 103
Baking & Snack - September 2020 - Equipment & packaging
Baking & Snack - September 2020 - 105
Baking & Snack - September 2020 - 106
Baking & Snack - September 2020 - 107
Baking & Snack - September 2020 - 108
Baking & Snack - September 2020 - Patents
Baking & Snack - September 2020 - New on the shelf
Baking & Snack - September 2020 - 111
Baking & Snack - September 2020 - 112
Baking & Snack - September 2020 - 113
Baking & Snack - September 2020 - 114
Baking & Snack - September 2020 - 115
Baking & Snack - September 2020 - 116
Baking & Snack - September 2020 - 117
Baking & Snack - September 2020 - 118
Baking & Snack - September 2020 - 119
Baking & Snack - September 2020 - 120
Baking & Snack - September 2020 - 121
Baking & Snack - September 2020 - New product spotlight -- A change of pace
Baking & Snack - September 2020 - 123
Baking & Snack - September 2020 - 124
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