The co-man impact: Meeting needs, overcoming challenges

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The co-man impact: Meeting needs, overcoming challenges

6 Aug 2025

Joanie Spencer

Since 2008, Joanie Spencer has covered the retail and wholesale sides of the baking industry.
Serving associations such as the American Society of Baking (ASB) and BEMA, Joanie is also in demand as an industry presenter on bakery operations and trends. She holds a bachelor’s degree in communication from Rockhurst University and a master’s degree in journalism from the University of Missouri.

When she’s not running or playing soccer, Joanie spends her time with her husband and 11-year-old son.

KANSAS CITY, MO — While there are literally thousands of contract manufacturers available to meet the needs of brands at either end of the volume spectrum, finding the right match isn’t always so easy. Just as in any relationship, matchmaking can be tricky. While the brands are the ones doing the hiring, many discover that articulating their specific needs isn’t always so simple.

Molly Blakeley, founder and CEO of Eagle River, AK-based Molly Bz Cookies, faces a particular challenge in finding the right manufacturing match for her premium “boozy” cookies that are typically infused with alcohol flavor extracts, many of which also have unique toppings.

“I’ve learned that most manufacturers prefer to do a straight wire-cut, bake and flowwrap,” Blakeley said during Commercial Baking’s podcast, Troubleshooting Innovation. “But mine have frosting, or Fruity Pebbles or marshmallows. They can be a nightmare to make, but my cookies are unique and visually appealing, and that’s part of what made me successful.”

Top manufacturing considerations

Co-manufacturing doesn’t just impact grocery store shelves; it’s also part of life in the foodservice world. While global QSR chain Five Guys has its own bakery division, it relies on contract manufacturers around the globe to produce buns for its iconic hamburgers. Having the right partner is table stakes for Five Guys to ensure that eating a burger in one part of the country — or the world — is the same experience as it is anywhere else. During the American Society of Baking’s BakingTECH conference, held in Orlando, FL, earlier this year, Bill Zimmerman, bakery technologist, quality for Five Guys Bakery, shared some of the top considerations brands should think about when seeking a manufacturing partner.

According to Zimmerman, a brand must focus first and foremost on its product, including the formula, specifications and key quality attributes.

“Of course, you have an idea of what you want out of your product,” Zimmerman said. “But have you clearly identified the specific attributes you need from the product?”

In addition to communicating the key product attributes and specifications that have to be executed, Zimmerman advised brands to focus on the manufacturer’s process along with its food safety and regulatory compliance. The latter is especially important for allergen-friendly products.

“A lot of bakery brands have allergen concerns,” Zimmerman said. “Think about what a big concern sesame seeds are today. What if a bakery needs to run soy, dairy or certain types of fruit? There are so many parameters a company needs to specify with the contract manufacturer, and food safety and regulatory compliance are at the heart of the brand because at the end of the day, that’s whose name is on the package.”

“Brands not only need to be clear on what their needs are, but they also must understand the needs of the co-man … Think of this as two ‘buyers’ in the relationship.” — Carl Melville | president and CEO | The Melville Group

Research before execution

For Carl Melville, president and CEO of The Melville Group and founder of CoPack Connect, who represents several contract manufacturers in food and other industries, research is the most critical homework assignment.

“Brands not only need to be clear on what their needs are, but they also must understand the needs of the co-man,” he said. “Think of this as two ‘buyers’ in the relationship. One is willing to give up capacity in return for production, and vice-versa.”

The manufacturing nature of the relationship dictates that capacity mix, bandwidth, quality and food safety are key drivers for a good match. Then again, culture is an area where alignment can become a critical component. Saying “Yes” to a contract essentially means saying “No” to the next one, so the relationship only works if the two sides are compatible.

“They don’t have to have identical goals; odds are they won’t,” Melville said. “But the cultures should be somewhat compatible because the relationship will last a duration of time, and success on both sides depends on that compatibility.”

To answer that constant refrain about seeking the right contract manufacturing partner, The Melville Group launched CoPack Connect, an AI-driven platform, in partnership with the Contract Packaging Association. The purpose is to enable brands to quickly and easily submit RFQs that can be matched with potential manufacturing partners.

“The AI agent takes a brand’s RFQ and submits it to its matching engine, which is another piece of AI technology,” Melville said. “The system is designed to match the needs of the brand with the capabilities of the co-man, giving each side enough information to connect directly while eliminating a lot of frustration, noise and added costs.”

With no shortage of uncertainty in the market, and consumer demand as fickle as ever, bakery brands of all sizes and formats have to calculate every move with the utmost scrutiny. When executed correctly, and with the right relationships, contract manufacturing can be the key to holding it all together.

This story has been adapted from the 2025 New Products Annual of Commercial Baking. Read the full story in the digital edition here.

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