WASHINGTON, DC — When the American Bakers Association (ABA) launched its new strategic plan in March, it was the culmination of research and listening to the issues most important to ABA members.
The association spent much of 2023 diving into interviews with executives from more than two dozen member companies, as well as survey results from more than 150 members and 42 in-person member listening sessions. After months of planning sessions with its board of directors, ABA finalized a plan dedicated to elevating the commercial baking industry through three primary goals: destination workplace, category growth and higher-level impact.
The goals reflect ABA’s new purpose, mission and vision statements, which focus respectively on championing the baking industry; growing, connecting and enhancing the industry through compelling advocacy, events and thought leadership; and identifying the bakery category as the fastest growing segment of the food industry.
After Eric Dell, president and CEO of ABA, took the helm in 2022, he emphasized the importance of not only getting to know the member companies but also hearing the issues most important to them. While the research in 2023 included several listening sessions, Dell also spent much of this year participating in the “Charting the Course” tour, visiting member companies to understand firsthand their perspectives on key issues within the strategic plan.
“It’s my job to be out with our members because we are the voice of our industry,” Dell said. “During these visits, I’m focused on the goals in our strategic plan so our members and prospects know what we’re focused on and where we’re headed, and I can get their input on those issues. I can’t do that sitting in Washington.”
The tour also provides an opportunity to talk about ABA’s latest research initiatives.
This year, ABA launched its quarterly “Category Playbook” research, which drills down into market data and consumer behavior for two specific categories each quarter. The research, which was conducted by 210 Analytics and sponsored by Puratos, is available to all ABA members. The project was developed as a tangible way for members to experience the strategic plan in action.
“I’ve been impressed with how ABA is using specific performance indicators to determine how well we’re doing with the strategic plan,” said Bill Quigg, president of Versailles, KY-based More Than A Bakery and ABA’s 2024-2026 board chair. “The board and staff are constantly looking at the plan to create actionable items, and with everything we do, we ask, ‘How does this relate to the plan?’ A lot of work was put into creating the strategic plan, and we make sure that work is not wasted. It’s impressive and enlightening.”
“The commercial baking industry can help bridge the gap in consumer, policymaker and child education about the essential role of grains in the diet.” — Campbell Genn | senior director of government relations | American Bakers Association
Another element of the plan pertains to creating food security solutions for the communities ABA members serve. In addition to working on solutions in the US, the ABA board met with David Beasley, former governor of South Carolina and executive director of the United Nations World Food Programme, about how ABA can also work with the organization. ABA’s goal is to consider large-scale food security solutions that can also be actionable in local communities.
“That has really fed into our goal of creating a higher impact,” Dell said. “When we raise the level of experts such as Governor Beasley who come in to speak with our leadership, we’re also taking our impact to the next level.”
In addition to honing its focus through the strategic plan, ABA has also broadened its member base, drawing engagement from companies with a variety of product types and operation sizes. The association has also expanded its resources to include tools for all members, such as Baking Basics 101, a course designed for wholesale bakery training that is also available to members of the American Society of Baking (ASB).
“Our membership has always come from more than just one category, but we were well known for members in the bread, bun and roll categories,” Dell said. “In the past couple of years, though, it started becoming more diverse in terms of the product categories our members represent. Now, we are focused on getting that message out to the industry and ensuring ABA is producing resources that serve members in all aspects of the industry.”
For example, it has hosted two fly-in events over the past 12 months, both in partnership with ASB and the Retail Bakers of America (RBA).
The Supplemental Nutrition Assistance Program (SNAP) was one of the top issues addressed during both fly-ins, and in July, ABA announced a successful block on language that would limit consumer choice under SNAP benefits, which allow low-income families supplemental grocery funds to ensure access to essential foods, including baked goods.
“Our sector provides more than just indulgent treats,” said Rasma Zvaners, ABA’s VP of government relations. “The baking sector also provides products that are a cornerstone of most everyone’s kitchen. We provide an enormous amount of shelf-stable, nutritious foods that are also economical. For people on the program, they should have the ability to purchase any of those.”
While the efforts toward SNAP choice remain ongoing, the ABA government relations team is hard at work advocating for the industry in Washington, DC, and at state levels as well.
As ABA’s manager of state affairs, Bill Dumais is addressing state-level legislative complexities impacting commercial baking businesses and the industry as a whole.
“This past year, we’ve worked to increase our ABA state presence,” Dumais said. “We started small by building on the existing foundation and working in coalitions to address the impacts of state ingredient bans.”
Part of Dumais’ focus is on avoiding micro regulations that would vary state-to-state, greatly impacting commercial bakeries who have facilities or customers in different regions. ABA is also focusing on state regulations that can sweep from region to region, with California often passing regulations that pick up steam in western regions.
The association has also expanded its expertise to focus on workforce, a primary pillar of the strategic plan. Thomas Bailey, director of government relations, joined ABA with an extensive background addressing workforce issues on Capitol Hill. He previously addressed Department of Labor regulations and worked with the House Committee on Education and Workforce, focusing on workforce development and higher education initiatives specifically in the area of manufacturing.
Additionally, Campbell Genn joined ABA earlier this year as senior director of government relations to help members navigate the nutrition landscape from a regulatory perspective. This year, Genn has been addressing FDA’s “healthy claim” rule, and she is currently keeping an eye on potential changes that will come with the new administration in 2025.
As ABA continues its direct involvement with the promotion of USDA’s MyPlate initiative, Genn’s focus on nutrition will also help support category growth through nutrition advocacy.
“The commercial baking industry can help bridge the gap in consumer, policymaker and child education about the essential role of grains in the diet,” Genn said. “ABA will continue exploring ways to increase public understanding of the role grains play in providing nutritious, shelf-stable and cost-effective products.”
From the time work began on ABA’s strategic plan, the intent was clear: Limit the number of goals and go deeper with each one.
“That was the message from the board,” Dell said. “We wanted to take a big approach with a limited number of goals. That was the path to making a real impact, and I believe we’re accomplishing that.”
Looking ahead to 2025, the industry has IBIE — co-owned by ABA and BEMA with support from RBA — on the horizon. “ABA is proud to co-own IBIE, where we’re advancing innovation and industry education at the show while reinvesting the revenue directly into initiatives that drive further growth and advocacy for the baking manufacturing community,” Dell said. “Members should expect to see even more from ABA at this IBIE as we expand our offerings in unique ways to deliver on our strategic goals and provide increased value for the commercial baking sector.”
This has been adapted from the 2024 Innovations Annual of Commercial Baking. Read the digital edition here.
