Ethel’s Baking Co., a Michigan-based outfit known for its gluten-free dessert bars, has come a long way since its inception in a small rented church kitchen 14 years ago. The company, now operating out of a 20,000 sq. ft. facility in Shelby Township, MI, ships its signature Pecan Dandy Bars and other treats to retailers across the country while maintaining its commitment to quality and remaining a family-led operation.

AT A GLANCE
– Headquarters: Shelby Township, MI
– Website: ethels.com
– Plant size: 20,000 sq. ft.
– Number of production lines: 2
– Number of employees: 25
– Annual sales: $10,000,000+
– Products: gluten-free dessert bars, cookies, and bites
– Brands: Ethel’s Baking Co. and private label

Key Personnel:
– Jill Bommarito, founder and CEO
– Lily Bommarito, sr. director of sales and marketing
– Ronnie Elrod, VP of operations
– Julia Lewandowski-Turner, director of quality assurance and R&D
– Christopher Russell, director of continuous improvement and plant engineer
– Vince Bommarito, HR and operations manager
– Bethani Nabozny, commercialization and operations manager
– Madison Miller, sales and operations manager

The company’s journey began when founder and CEO Jill Bommarito, inspired by her family’s history of celiac disease, recognized the need for more gluten-free options in the market. She aimed to create desserts that not only led the category but also prioritized safety for those with celiac disease. Drawing from her grandmother Ethel’s baking legacy, Bommarito embarked on a mission to provide delicious and special treats that make consumers feel cared for.

Ethel’s initially focused on crafting its signature Pecan Dandy bars, blondies, brownies, and cupcakes, targeting wholesale and specialty natural food stores. The pivotal moment came in 2012 when Whole Foods Market expressed interest in carrying their products, signaling a significant breakthrough for the company. Subsequent growth led to multiple relocations, with the latest move to a larger facility in Shelby Township in 2020 to meet increasing demand.

Despite the challenges posed by the COVID-19 pandemic, Ethel’s Baking Co. has continued to thrive, showcasing resilience and adaptability in the face of adversity. The company’s commitment to quality, innovation, and customer satisfaction remains unwavering as it expands its reach and product offerings in the gluten-free dessert market.

In conclusion, Ethel’s Baking Co. exemplifies the journey of a small-scale operation evolving into a national presence while staying true to its values and heritage. With a dedicated team, a focus on quality, and a passion for creating inclusive and delicious treats, the company continues to make a mark in the gluten-free dessert industry, setting new standards and delighting customers nationwide. Ethel’s, a thriving dessert bar company, has seen great success in recent years, with a significant part of their growth attributed to their new 20,000-square-foot facility. Equipped with state-of-the-art machinery and automated features, this new location has allowed Ethel’s to meet the demands of key retailers while maintaining premium quality and safety standards. The launch of their products in Meijer in 2020 was a major milestone for the company, with their Pecan Dandy bars emerging as the top seller, accounting for 35% of their revenue.

Founder Jill acknowledges the support of Meijer and credits their partnership for contributing to Ethel’s success. She emphasizes the importance of quality in all their products, highlighting the handcrafted nature of their bars, which are made with real caramel, butter, cane sugar, honey, and vanilla. This commitment to quality sets Ethel’s apart from mass-produced alternatives, ensuring a superior taste and texture in every bite.

Family plays a significant role in Ethel’s operations, with Jill’s daughter, Lily Bommarito, serving as the company’s senior director of sales and marketing. Lily’s deep understanding of the business and industry has been instrumental in driving growth and innovation, particularly in the gluten-free food sector. Ethel’s reputation as a leader in gluten-free offerings has been cultivated through partnerships with key retailers and a focus on product development and flavor innovation.

As Ethel’s continues to expand, they have established themselves as a trusted partner for retailers across various channels, including conventional, club, and convenience stores. Their products are certified gluten-free by the Gluten-Free Certification Organization (GFCO), reflecting their commitment to stringent quality standards and product integrity. Ethel’s adherence to the GFCO requirements, including regular gluten testing, employee training, and on-site audits, ensures that their products meet the highest gluten-free standards in the industry.

The company’s dedication to being the best in the dessert bar category, rather than just the best gluten-free option, is a driving force behind their success. Ethel’s aims to provide delicious, high-quality products that can be enjoyed by all consumers, regardless of dietary restrictions. Their focus on self-manufacturing and a passion for flavor innovation sets them apart in the competitive dessert bar market.

In conclusion, Ethel’s remarkable journey from a small family-owned business to a thriving dessert bar company is a testament to their commitment to quality, innovation, and family values. With a strong foundation in Michigan’s manufacturing industry and a focus on excellence in all aspects of their business, Ethel’s is poised for continued success and growth in the years to come. Ethel’s Baking Company is dedicated to maintaining high standards of quality, purchasing, timing, and safety while also making a positive impact in the community and fostering the growth of their employees. This commitment is evident in every aspect of the company’s operations, from packaging to product development and expansion plans.

When it comes to packaging, the entire team at Ethel’s Baking Company is actively involved in ensuring that their containers meet the highest standards of performance and presentation. Lily, a member of the team, emphasizes the importance of considering factors such as ease of use, color consistency, breakage prevention, and baking uniformity in different parts of the packaging. Regular feedback from team members is crucial in this process, as it helps to identify areas for improvement and maintain consistency in quality.

In addition to team collaboration, the company also holds weekly R&D meetings, commercialization gatherings, and regular sales meetings to ensure excellence across all aspects of their operations. A key focus shared by all team members is creating products that not only meet dietary requirements but also taste great. This commitment to taste and quality has helped Ethel’s Baking Company secure partnerships with national retailers like Target, Meijer, and Whole Foods, who are responding to consumer demand for better-for-you products with premium ingredients and cleaner labels.

Responding to market trends and consumer preferences, Ethel’s Baking Company has recently pivoted its offerings to include smaller serving sizes and more attractive price points. For example, the company discontinued its larger tubs in favor of smaller packages that have been well-received by the market. This shift required collaboration with retailers, distributors, and customers to ensure the new products met their needs and preferences.

Looking ahead to the future, Ethel’s Baking Company has exciting plans for additional snacking innovations and new product lines in 2025. The company aims to continue innovating in flavors, offerings, and distribution channels with the goal of becoming a household name in the baking industry. To support this growth, Ethel’s Baking Company plans to expand its sales force on both coasts, focus on convenience and foodservice channels, and invest in a second facility in a Western location when capacity is reached in Michigan.

Despite their plans for expansion, Ethel’s Baking Company remains committed to maintaining a small enough size to be nimble and focus on their core strengths. Jill, a key member of the team, emphasizes that the company’s excellence lies in providing a different level of taste and quality in the gluten-free industry. By prioritizing taste, quality, and customer satisfaction, Ethel’s Baking Company has positioned itself as a favorite among gluten-free consumers and a trusted partner for retailers and distributors.

In conclusion, Ethel’s Baking Company’s dedication to quality, innovation, and community impact sets them apart in the baking industry. With a focus on taste, quality, and customer satisfaction, the company is well-positioned for future growth and success. In today’s ever-evolving business landscape, staying ahead of the competition is crucial for success. With advancements in technology and the rise of globalization, businesses are constantly facing new challenges and opportunities. It is essential for companies to adapt and innovate in order to remain relevant and competitive in their respective industries.

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