A Spotlight on Partnership: Dawn Foods Technical Representatives

The Changing Business Landscape Means New Opportunities for Bakeries, and Dawn’s Technicians are Here to Work with You


Doug Sampson has been a part of Dawn’s Technical Sales Representative (TSR) team for years. And while the bakery environment is always changing, there are fundamental opportunities that remain, like optimizing equipment performance, ensuring product consistency and quality, and training teams to best reflect your business and your expertise.

Now more than ever, when bakeries are being asked to do more with less while meeting consumer demands, the Dawn team of TSRs is in the field working with customers to help them be as efficient and successful as possible.

Doug’s expertise is mostly focused on cake and donut optimization and performance, but he sees the same opportunities for nearly every bakery, regardless of their product mix or creative focus. 

“Typically, we start by asking our customers questions because we want to know what they consider their pain points to be,” Doug said. “Is it training staff on new techniques? Do they want to improve decorating to increase their prices? Does an owner operator want cut down on the number of ingredients they’re using to save time and money?”

No matter the questions, there is always a best-in-class process our TSR’s follow to ensure customers are reaping the benefits of Dawn’s technical experience. “Once we know where the customer wants to improve and grow, we level set on factors like equipment and product mix. If a bakery’s equipment isn’t operating as it should, it will always impact the final product and the bottom line. So, we help them work within the equipment specs to establish weights, baking times, and other requirements,” Doug added. “We’ll also look at the mix of products they’re using to make sure they’re investing in the right mixes and other items to help them create delicious, consistent baked goods.”

He said that with today’s supply chain challenges, many bakers are turning to Dawn’s TSR team for help with transitioning from scratch baking to speed scratch baking. Speed scratch introduces mixes and other products to reduce labor demands without sacrificing taste. “Bakers are controlling what they can, and reducing the number of ingredients they use is one way. Fewer ingredients also helps to cut down on the time it takes to bake and the skill level needed from your team. Moving to speed scratch can make your bakery more efficient while maintaining quality,” Doug added. He noted that many Dawn products, like our Baker’s Request line of mixes, are formulated for this exact purpose. “A cake mix like Baker’s Request gives you that scratch taste, appearance, and mouth feel while streamlining the process from start to finish.”


Bakeries are also turning to Dawn to help adjust training programs to meet the diverse skill sets of today’s teams. “Today’s bakery workforce is coming from many different starting points with experience and skills,” Doug said. “Bakeries are adapting by evolving their training to address this wide range of capabilities. Today, we’re working with employees with no bakery experience up to seasoned decorators. Regardless of the starting point, our team can help bakery staff get up to speed on product and equipment performance, mastering new recipes and techniques, and integrating trends and marketing best practices.”

Is your bakery ready to improve efficiency and quality? Here’s our list of five simple ways to get started with the Dawn TSR team of technical experts:

1. Talk Training
Team training is something every bakery needs. This can be a “from-the-ground-up” program for a new business or refreshers for established customers looking for tactics to stay current.

2. Perfect Your Product Mix
Doug encourages customers to assess your product mix regularly to ensure you’re maximizing ingredients, mixes, and other products for the full benefit of your bakery. With frequent new product introductions, it makes sense to audit what you’re using and integrate new items that can save you time, money, and labor.

3. Target Your Troubleshooting
Every bakery has issues they’d fix if they had the time or in-house expertise. It could be equipment that isn’t giving the desired results or a recipe that consistently falls flat. Dawn’s TSRs can work with you on the issues your bakery is dealing with so that you can focus on the big opportunities by providing equipment troubleshooting assistance at your convenience.

4. Go For Growth
It’s always a good time to plan for the future. Our TSR team can discuss goals for your business and help you determine how to grow for maximum impact. Factors like identifying the types of team members you’ll need, how to grow your assortment, marketing that drives profits, and more strategies for success are ways Dawn can partner with your bakery to meet your goals. 

5. Integrate New Products with Ease
New products or Limited Time Offers (LTOs) can be intimidating if you don’t plan to work them into your rotation effectively. Dawn’s TSRs can help you master new recipes onsite in your bakery so that bringing them to your customers is as easy as possible. We will work with you to ideate and stand out.

Doug notes that in addition to the typical ways Dawn helps customers, there are also occasions where TSRs jump to help bakeries be responsive to changing market conditions. The egg shortage is a recent example, he said. “Bakeries struggled with an unreliable and costly egg supply, so many were exploring egg replacements. Understanding how to work with this new product and how it would affect baked goods was critical for their business. Our team partnered with customers to minimize risks and disruptions to the bakery."

Dawn’s TSR team are bakers themselves, making them primed to understand the unique challenges of the market. “We’ve walked where our customers are walking, and we understand what keeps them up at night. Their goals are often the same goals we have, so we can help from that point of view,” Doug added.


Are you ready to work with Dawn’s team of TSRs? Connect with one of our representatives to get started.