Food from the land - Barbara's Bakery Inc - Rising Stars - Company Profile

Prepared Foods, Sept, 1993 by John Dyslin

Wholesome ingredients + Innovative products = Success

More Americans are interested in the well-being of the environment as well as more healthful foods. One food company has taken the environment very seriously since its inception more than 20 years ago. Furthermore, the company harks back to our roots by using only natural ingredients.

Barbara's Bakery was founded by Barbara Jaffe in 1970 when she was only 17 years old. Jaffe used her college funds to purchase bakery equipment and open Barbara's Bakery in a small storefront in Petaluma, Calif. In 1986, Barbara and her family sold their interest in the company to Weetabix Ltd., of England. Jaffe continued as an advisor and consultant to the company until last year.

Throughout the company's existence, it has manufactured food products with no preservatives, no refined sugars, and minimally processed ingredients such as 100% whole grains and natural oils.

"Somewhere along the way, we lost a natural perspective in regard to the food we eat. Too much processed food today uses chemicals in food additives, preservatives, and colorings to either extend shelf life or product looks," says Gil Pritchard, president. "At Barbara's Bakery, we've tried to rediscover some of the processing techniques that grandma used to use in the kitchen to give food taste and flavor again. We want people to feel good about what they eat."

Consumers feel so good about Barbara's Bakery products that sales have skyrocketed about 40% each year since 1986. What makes the sales increase even more incredible is that this Northern California company has managed it with the same number of products it had in 1986, though there have been many replacements since then. Pritchard says Barbara's Bakery started with 12 products in 1970, but none of the original 12 still exist. Since 1986, the firm has kept to about 100 products.

PRACTICING WHAT THEY PREACH

The company's motto of "Good Food and Good for You" sums up its marketing plan. Manufacturing all-natural, healthy foods may be the company's ultimate purpose, but making food fun is a part of the philosophy as well. For example, True-Blues are potato chips made from naturally blue potatoes. Yes, blue potatoes do exist, and TrueBlues differentiate Barbara's Bakery from other health food manufacturers.

The company's 100 products are separated into four categories: cookies and crackers; cereal; salty snacks; and bar snacks. Salty snacks primarily use sea salt rather than processed salt. Eric Borgstrom, marketing manager, says a Barbara's Bakery innovation includes the use of fruit juice concentrate as a sweetener for the cookie and cereal categories. Finally, organic ingredients are used whenever possible.

Barbara's Bakery management puts its money and beliefs in action. For example, a Total Quality Management program allows all employees some form of participation in the firm's success. Pritchard says it isn't just the products, but the people, too, that make the difference at Barbara's Bakery.

"We've tried to create a partnership with employees. We have profit-sharing; quarterly company meetings; full accessibility for all employees on a public and private basis with management; and employee training as each employee has the chance to participate in and create a family atmosphere," Pritchard states.

Barbara's Bakery environmentalism also goes beyond its product's make-up. The company participates in the development of organic law and standards throughout the country. Pritchard says the company is behind the idea of sustainable agriculture, and has been for many years. Management's interest in sustainable agriculture relates to the company's use of organic ingredients whenever possible. All products are made with one goal, and that is to live up to the company's reputation.

"We are very specific about our ingredients for consumers who care," the company president says. "That is why our trademark is 'Good Food and Good for You'''

BARBARA'S BAKERY INC.

Petaluma, Calif.

* Owner: Weetabix Ltd.

* Sales: $25 million estimate in 1992