Salameh’s time in Paris was spent learning a vastly different type of baking and business from the world of artisan at scale. It not only solidified his love for the industry and the family business, but it also opened his eyes — and mind — to how he could contribute to it.
“I realized that what we were doing in terms of wholesale baking was something I really was passionate about,” he said. “The ability to take this artisan craft and scale it to mass consumer appeal was so special to me. If we could make these artisan products at a small scale and reach more American consumers without losing what makes it great, that was an awesome challenge.”
Taking the helm
As a second-generation baker, Salameh took the helm when Bakery de France formed a strategic partnership with Ninove, Belgium-based La Lorraine Bakery Group, a family-owned company with milling and baking expertise in Europe, Turkey and the Middle East. While the partnership has not impacted the company operationally, it does expand opportunities for Bakery de France.
It also opens new doors for collaboration and innovation, two areas Salameh is passionate about.
“This partnership makes both sides better at what we do,” he said. “We gain better tools and better metrics, and La Lorraine’s ability to scale has certainly helped us as we continue expanding.”
For Salameh, a wide scope of vision is the ultimate pathway to product innovation while maintaining the brand’s standards, especially for a product that fights for loyalty in an on-again-off-again consumer relationship.
“To innovate, you have to be open-minded,” he said. “And I’m proud of how open-minded my company is. We’re always open to new technology and new ways of doing things. We’re not bound by tradition; we’re motivated by it. The point is that you have to preserve the fundamental nature of tradition while adapting to a changing world and modern demands.”
Having served in marketing, operations and business development for Bakery de France, Salameh is well-versed in putting customers’ needs first to provide high-quality artisan bread at scale. That’s the standard he maintains for every aspect of the company.
“We have to focus on making the best possible product while also remaining customer-centric,” he said. “To accomplish that, marketing has a specific set of needs, as does business development. When we go to market with a product, we’re focused on what’s most important about it, and every department has to be on the same page.”
As CEO, Salameh’s main goal is staying true to Bakery de France’s mission of creating quality artisan bread. For him, collaboration is the key to achieving that, especially when different areas of the business come with varying objectives for achieving the same goal.
“At the end of the day, every department’s method might be different, but the goal is always the same: to make the best product and serve customers in the best possible way,” Salameh said. “It’s important for us to maintain that, even if there might be friction sometimes. After all, good friction makes polish.”
This story has been adapted from the August | Q3 2025 issue of Commercial Baking. Read the full story in the digital edition here.
