Baking & Snack - February 2021 - 33

OPERATIONS
Crown Bakeries

MOMENT
The Bakery Cos. rebrands as Crown Bakeries to
create a fresh identity for a business that strives
to always treat its customers like royalty.

by Dan Malovany
It's an age-old question. What's in a name? In deference to historical philosophers and bards of lore, the answer is simply " plenty, " especially when
developing a modern-day corporate image that better communicates a
new position in today's highly competitive baking industry.
That's why The Bakery Cos., formerly known as The Bun Cos., is rebranding itself as Crown Bakeries. It's not that there was anything
wrong with its previous straightforward nomenclatures. Rather, Cordia
Harrington, chief executive officer, suggested that the new depiction of
the crown reflects a cohesive image that impacts almost every facet of the
fast-moving operation, and it has a nice bakery reference, as well. The rebranding goes live starting on March 1 on www.crownbakeries.com.
" The crown of the bun is the top. It's the part you see when you look at
a burger or a sandwich, " she said. " When you take that first bite, you know
that the quality is there. We were looking to incorporate bakery terminology and send the message that we understand that we have been given a
powerful responsibility to help our customers' brands grow. "
During the past 16 months, the Nashville, Tenn.-based baking company has gone through an ownership change, an expansion of its senior
management team and the establishment of loftier, longer-term goals that
sparked the rebranding initiative.
Specifically, Chicago-based Arbor Investments recapitalized the business and took a majority stake in October 2019. The bakery's founders,
Cordia and her husband, Tom Harrington, remain invested, while Yianny
and brother George Caparos, who collaborated with Arbor on a previous
successful baking venture, also became partners.
In a short period, the new entity has made two strategic acquisitions:
Steck Wholesale Foods, North Sioux City, SD, last March, and in Smyrna,
Ga., with a laminated and sweet goods plant from Specialty Bakers in
May. And more are likely to follow, noted Chris Tuffin, partner with
Arbor Investments.
" We're going to continue to be active on the merger-and-acquisition
front, looking at businesses that add new capabilities and potentially adjacent product lines while also searching for new businesses that expand
our footprint as a national platform, " he said.
Crown Bakeries' product portfolio now includes fresh and frozen
bread, buns, biscuits, English muffins, croissants and other laminated
products, sweet goods, frozen dough and more. Yianny Caparos, president, pointed out the company's latest acquisitions, along with spending

Dozens of dough
pieces enter the
automatic bending
and pinching systems
to form the round
sandwich croissants.
Photos by Derek Lee

www.bakingbusiness.com / February 2021 Baking & Snack 33


http://www.crownbakeries.com http://www.bakingbusiness.com

Baking & Snack - February 2021

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