bake - December 2020 - 21
" Leaders are going to bring their teams together and
say we need to take a fundamental look at our businesses, our supply chains, our workforce, our level of
competitiveness, and our budgets, " he said.
Dykes said the questions they'll be asking themselves
include, " Are we structured properly? Do we have the
right people in the right places? Are we positioned to
be globally competitive? "
Potts said a big opportunity will be examining new
strategies for foodservice suppliers to serve retail.
" The pandemic has created the need for many of our
members to diversify their channels, " she said.
Brand relationships with consumers will evolve more
quickly than before, with trust as a key element, executives said.
" We will need to make sure we're doing the things
consumers value, because we're going to be under
intense scrutiny, " Dykes said. " If we're going to maintain
our license to operate, we'll need to make sure we have
credibility in our messaging. "
MacKie said bakers have solidified relationships with
consumers during the pandemic by supporting communities, and the baking companies are now mulling future steps.
" We keep talking about how to build on those rela-
professional bakers. Certification with RBA is a catalyst
" I think that we're going to
wake up in five years and say
the industry that existed preCOVID doesn't exist anymore. "
for professional growth and credibility. It exposes young
Robb MacKie, president and chief executive officer of American Bakers Association
tionships, " he said.
Retail bakery education
The new RBA BakeryX Program, a student certification
and career program from the Retail Bakers of America
(RBA), promises to educate the next generation of
bakers to skills and ideas, perhaps outside of their experiences, giving a broader understanding and appreciation
of the craft. In training the industry's employees and
opportunity to become certified as a Certified Journey
leaders of tomorrow, the RBA will strengthen the future
Baker at a reduced rate of $50 per student (member rate)
of the retail baking industry.
or $75 per student (non-member rate). Upon successfully
" We are excited to offer this opportunity to baking
professionals at the start of their careers. The combi-
passing the CJB, the student will receive a complimentary
year-long individual RBA membership.
nation of RBA membership and CJB certification is the
Patti Stobaugh, owner of PattiCakes Bakery in Conway,
perfect recipe to launch a new career and empower
Ariz., and RBA board president, looks forward to these
the next generation of bakers to meet their maximum
educational efforts that will help advance an exciting
potential, " explains Marissa Sertich Velie, RBA certifica-
world of professional bakers who are highly skilled and
tion coordinator.
motivated to succeed.
RBA's BakeryX is a Student Certification and Career
PattiCakes Bakery opened in 2006 with a simple
Launch Program that works with RBA member and non-
mission: to make great food that was reminiscent of a visit
member trade schools, community colleges and universi-
to Grandma's house. Since then, thousands have walked
ties to provide their baking and pastry students with the
through the door and enjoyed something homemade.
bakemag.com | NOV-DEC 2020 > 21
http://www.bakemag.com
bake - December 2020
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