Supermarkets don’t have to be the enemy. They don’t have to be a frenemy, either. When a bakery becomes a supplier to a supermarket, the relationship can genuinely pay off big—for both sides.
Get out there and network with potential partners. Participating in supermarket trade shows can expand awareness of your bakery and allow in-store managers to experience your offerings. One way to stand out at a show—and to make sure attendees remember your business when the event is over—is to package extra samples for them to take home.
In addition to profit, in-store managers care about convenience. Along with great products, offering a simple process can help secure your bakery’s partnership with a supermarket, says Dan Leader, owner of Bread Alone in Lake Katrine, New York, which works with retailers in New York, New Jersey and Connecticut. “It’s important for bakers to have their packaging together and create the display for their product to minimize the work for the grocer,” he says.