American Society of Baking leaders set a new foundation

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American Society of Baking leaders set a new foundation

12 Apr 2024

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

CARMEL, IN — Since its inception 100 years ago, the American Society of Baking (ASB) has continued the cultivation of community through events connecting people at every level of the industry, from students getting their bearings to industry vets with decades of know-how.

Annie Hollon, digital editor of Commercial Baking, spoke with Kristen Spriggs, executive director; Eric Lewis, board chair; and Xochitl Cruz, first vice chair, in an exclusive conversation that spans the past, present and future of ASB.

Through their leadership on ASB’s executive committee, Lewis, VP of supply chain quality at Thomasville, GA-based Flowers Foods, and Cruz, VP of operations at Horsham, PA-based Bimbo Bakeries USA, lend boots-on-the-ground insight to the association’s new movements. A year into her tenure, Spriggs is reshaping the association’s future.

The trio discussed their perspectives on how changes being implemented at ASB balance legacy and innovation.

Hollon: ASB is celebrating 100 years. How does it plan to innovate while honoring its history?

Cruz: When we look at ASB’s membership demographics, we have a great mix. As we work on our strategy for the upcoming years, we’re trying to develop content and plans that will add value.

We’re thinking about mentorship programs, where those who have been with us for many years and have rich backgrounds can tell us about how they got where they are and the challenges they’ve experienced. The more we help the industry attract people and represent the baking industry as a good place to make a career, the more we also benefit the membership.

BakingTECH is also seeing some updates. How do the new elements reflect plans for growth?

Cruz: A few years ago, we surveyed the membership on what they thought about Chicago and if they would be open to changing locations, and their response was very positive. Part of the future vision is to be disruptive with our offerings. Switching locations, with BakingTECH to start with, is a great way to demonstrate our commitment to innovation and growth with members’ input.

Lewis: There’s a lot of tradition, and hosting BakingTECH in Chicago is a big part of that tradition. But I do think that by changing it, this will change perspectives. We tend to get in a routine, and moving locations and venues will help members meet new people as well as make connections with a variety of individuals entering this industry.

About 23% of ASB’s current membership is under the age of 40. How are membership recruitment tactics evolving to connect with this demographic?

Spriggs: At ASB, we are doing significant work with students and universities. We have an entire committee dedicated to developing resources, programs and engagement opportunities for the younger professionals in particular.

We’ve had some opportunities for mentors to informally take on a mentee through BakingTECH and other ways, but one of our initiatives that we’re planning to invest in is a mentoring program where it truly is like matchmaking.

Lewis: Our Young Professionals group is a very active membership segment that wants to be involved. A lot of us didn’t have that opportunity when we were coming up, but I’m excited that we’re able to now provide those opportunities and have that much participation. They’re forming and shaping the society they want.

Through elements such as the Young Professionals committee and the Rising Baker Award, how is ASB recognizing and elevating the incoming workforce?

Lewis: We have so many people coming in that we want to create more ways to recognize them, whether it’s a service award or an outstanding performance.

One way people feel they’re making an impact in the industry is when they feel they are well-equipped to do their job and have the right training. In this regard, the Education Hub is going to be a game changer. We have a lot of options and offerings for the incoming workforce that will benefit their personal and professional development.

How has collaborating with associations such as the American Bakers Association (ABA) supported ASB’s work and the future of the industry?

Spriggs: This industry is very collaborative. There’s plenty of need, and we can all collaborate and support one another. What we did with the Bakers Fly-In was a perfect example. We’re a 501(c)(6); we could do legislative and regulatory work, but we don’t need to because ABA does it really well.

Partnering with them to make it an even greater success was exciting … to see the numbers that turned out, the connections we made, and supporting that collaborative effort to raise our collective voices was really powerful.

Lewis: Each organization has its own priorities and focus, and it’s better for the industry that we’re able to focus specifically on what we want: developing individuals. Each organization has it’s own focus, but we all need each other, and we are a stronger industry together when we collaborate.

What are your closing thoughts about ASB’s next 100 years?

Lewis: We’ve all developed throughout our careers, but we didn’t learn it on our own. There’s a deep foundation of learning that has been passed along over 100 years. Some of us have been a part of this for 25% of the society’s existence, and there are a lot of people that have been here for 40%. There’s a deep pride and shared knowledge that can grow exponentially.

Cruz: We have a great legacy. We have 100 years of experience, so that legacy is fundamental, and it’s our foundation for the innovation ahead. ‘Legacy plus innovation’ is one of our mantras.

As we think about the future of ASB, I’m very excited about what’s ahead because we have great support from the industry. Our focus on growing membership is going to be key to continue innovating and creating educational content.

This story is from the February | Q1 2024 issue of Commercial Baking. Read the full digital edition here.

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