Baking & Snack - May 2022 - 38

5 GENERATION BAKERS
Finishing Jenny
Lee Swirl Bread is
a labor-intensive
process, one Scott
Baker, president,
hopes to automate
in the future.
ing a rough 2018-2019. Then came the pandemic.
With the closing of restaurants and schools and shoppers
avoiding the in-store bakery, the company lost 50%
of its business. Scott Baker got strategic about how to
meet the orders and maximize his employees' time. He
alternated running production for a week and laying off
his staff for a week so they could collect the stimulus unemployment.
The next week he would hire them back.
What kept 5 Generation Bakers going was the 500%
increase in online sales. QVC noticed the intense growth
it was experiencing in food sales and looked to expand
that side of its business. The home shopping network
called 5 Generation Bakers, asking if the company was
still interested in a partnership. Scott Baker was.
The bakery filmed its first segment in November 2020
and another before the end of the year. Those two appearances
were so successful, the partnership has continued.
The bakery also started producing sliced bread
as a co-manufacturer for another food processor.
Between those two opportunities, 5 Generation Bakers
was able to post 15% revenue growth for 2020. In 2021,
5 Generation Bakers achieved 25% revenue growth with
that new business and in-store bakeries, restaurants and
schools reopening.
" NO ONE KNOWS HOW
TO COMMERCIALIZE AND
AUTOMATE THE PROCESS.
PEOPLE LIKE IT, BUT
IT'S A REALLY LABORINTENSIVE
PROCESS. "
Scott Baker, 5 Generation Bakers
38 Baking & Snack May 2022 / www.bakingbusiness.com
Scott Baker sees QVC as the place where 5 Generation
Bakers can really grow. It's enabling him to fulfill his ultimate
dream - to make Jenny Lee a household name
across the country. While the sales margins are good
with the partnership, it's the reach and exposure that's
valuable to that goal. Through sales to consumers, Jenny
Lee is already reaching all 50 states and gaining exposure
to retailers who might not have otherwise heard of
the brand.
" QVC is the most exciting channel we're in because
it's making us a national household name, " Scott Baker
said. " QVC brings exposure, creates a personality and
provides a place where I can offer them some new and
exciting things. "
The company launched three savory breads - Olive
Focaccia, Garlic and Herb, and Tomato Basil - in March.
The products had been developed in 2020, but the launch
was delayed while 5 Generation Bakers found its footing
during the pandemic. Bringing those products to QVC
provides a platform through which Scott Baker can educate
consumers on how to use these new breads.
" I have 7 minutes on QVC to show them how to
use our olive focaccia to make a pizza or even a grilled
cheese sandwich, " he said.
Today, Jenny Lee products are found at in-store bakeries
in 20 to 25 states in the Northeast, moving into the
northern Midwest. 5 Generation Bakers has foodservice
customers in Texas, Oklahoma and Missouri and is
growing its reach in that side of the business.
The Baker family businesses haven't always had it easy,
but each generation has found a way to see the opportunity
in each challenge and rebuild the business in that
generation's own image. For Scott Baker, that has meant
streamlining for efficiencies, a commitment to clean labels
and his own values of integrity and making someone's day
with his family's iconic brand. With double-digit growth
and a plan for the future, the sky is the limit.
*
http://www.bakingbusiness.com

Baking & Snack - May 2022

Table of Contents for the Digital Edition of Baking & Snack - May 2022

Baking & Snack - May 2022 - Intro
Baking & Snack - May 2022 - 1
Baking & Snack - May 2022 - 2
Baking & Snack - May 2022 - 3
Baking & Snack - May 2022 - 4
Baking & Snack - May 2022 - 5
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