if I ran a…bakery edition

From sustainable practices to community building, discover how I'd approach creating a modern bakery brand that prioritises quality, authenticity, and those perfect moments of joy that come with every delicious bite.

I started this "If I Ran a..." series to share my unique perspective on different niches in the food industry, drawing from my experience in food marketing and content development for multiple amazing brands over the years. What began as a thought experiment has continued to gain popularity among readers (eep!!), so I'm excited to bring another one to you and share my vision for running a baked goods brand that would be stocked in major Australian supermarkets.

Here's how I'd approach it:

First up, the name. I'd name the brand "Crumble & Co." - it's memorable, approachable, and has that touch of whimsy that is part and parcel of quality baked goods, while the "& Co." adds a heritage feel that suggests craftsmanship and tradition. It also works really well for brand extension - imagine product lines like "Crumble & Co. Classics". It's versatile enough to span both traditional and slightly weirder offerings.

The ultimate priority would be maintaining exceptional quality across our product range. This means premium ingredients with minimal nasties. No compromises here – every cookie, brownie, or slice that leaves our facility would need to be something I'd proudly serve to my own family.

While classic treats will always have their place, I'd love to introduce quirky twists on familiar favourites. Think: lamington-inspired brownies or vanilla slice cookies. The key would be creating products that feel both exciting and comfortingly familiar to Australian consumers. I’d also ensure we’re catering to those with dietary concerns (such as gluten), without allowing the quality of the product to slip.

Environmental responsibility would be a non-negotiable (as it should be in every business!). I'd implement sustainable packaging and work with local suppliers wherever possible. Our brand would lead by example in reducing food waste and supporting sustainable agriculture.

Even though we'd be selling through major retailers, I'd maintain a strong direct-to-consumer presence online. Our website would be full of recipe inspiration, baking tips, and behind-the-scenes content showing how we create our products. This also means engaging with followers through social media competitions and interactive posts.

I'd also create a loyalty program that goes beyond points and discounts. Members would get exclusive access to new product tastings, virtual baking classes, and special seasonal offerings. Building a community around our brand would be essential!

Ultimately, my vision for Crumble & Co. would go beyond selling baked goods and focus on creating moments of joy that come with a squishy, fresh baked cookie, or the chewy, edge piece of a brownie. Every decision would be guided by our commitment to quality and responsible business practices.

What do you think about this vision for a modern Australian baked goods brand? I'd love to hear your thoughts and experiences with similar brands in the comments below!