Fresh off the floor at IBIE, the Dawn Foods team is energized about the experience and their interactions with bakers and bakery experts from around the world.
Three Dawn leaders, including Dawn Foods CEO Carrie Jones-Barber, as well as Senior Manager, Brand & Digital Marketing, Keely Siciliano, and Senior Director, Regional & Artisanal Channel Marketing, Jennifer LaPaugh led panel discussions and sessions about all things bakery, from leveraging branding and social media and the trends bakers will need to know in 2020, to advice for next generation bakers.
The Next Generation of Bakery
Jones-Barber knows that the global baking industry is facing a multi‐generational challenge in the marketplace and workforce. How companies lead their employees to address the varied demands of their consumers and recalibrate talent development programs will be key to future success.
She’s seen this up-close and personal within Dawn and shared her insights on how the organization has thrived and continued to innovate in the midst of these challenges. She talked with guests as part of a panel of bakery executives on the topic.
“Today, due to shifts in consumer preference, bakers want options with cleaner ingredients, without sacrificing the taste they love. Committed to helping our customers find the perfect balance of delicious and natural, in 2016, we introduced our Dawn Balance® Cleaner Ingredients line, our full line of cleaner ingredients made with not artificial flavors, colors, sweeteners or unnecessary ingredients.”
She went on to detail how Dawn has continued this commitment with this year’s launch of Naturally Brilliant Buttercreme Style Icings.
The Dawn Trend Report
The Naturally Brilliant icings not only meet consumer demand, they’re also on trend. LaPaugh led two sessions on the latest trends and their influence on bakery. With an audience of more than 200 bakers, LaPaugh walked through the eight trends Dawn Foods has identified in the Dawn Trend Report as reflective of what consumers want and will gravitate to in 2020.
Trends like Blissful Indulgence – taking a well deserved break and rewarding ourselves with a decadent treat, and Enlightened Eating – focusing on eating foods that are good for us but don’t sacrifice taste, resonated the most with attendees. Dawn shared more than 1,200 copies of the Trend Report and is engaging global customers who want to know more about integrating the trends into their bakery operations.
Building a Bakery Brand
Siciliano broke down the how-tos of social media and branding to 200 attendees wanting advice and support on how to best market their bakeries online with limited resources and time.
She led a discussion about topics like how much time should be spent managing social media presence, prioritizing social channels and which ones bakers need to leverage, and effectively responding to negative reviews.
The conversations continued after the sessions, with many bakers visiting the Dawn booth to talk about improving their bakery search results. “They are focused on getting their business up in the top three local search results. As an example, a baker said that they thought they were doing everything right, but weren’t showing up in local search. We looked at it together and it was ultimately because he hadn’t verified his location with Google. One small oversight was costing him his search presence,” Siciliano added.
IBIE is the global grain-based food industry’s largest, most important trade event in the Western Hemisphere. Every three years, everyone who has a role in the industry comes together at this powerful event to conduct face-to-face meetings, experience the newest innovations, participate in cutting-edge conference sessions and demos, and build relationships.
“We love meeting our customers and our peers at IBIE and this year was no exception,” said Jones-Barber. “it’s clear more than ever that bakeries want partners who can help them grow, who understand the consumer and who focus on developing the next generation of products that help them exceed every expectation for performance, taste and variety.”
To get your copy of What’s Trending: The Dawn Trend Report, visit www.dawnfoods.com/trends.