Established in 1973, Schwartz Brothers Bakery grew to establish itself as one of the Pacific Northwest’s leading artisan bakeries, producing, marketing and selling bread and sweet goods under the Schwartz Brothers and Brenner Brothers brands. They also have a robust private label business producing artisan breads and pastries for national and Pacific Northwest-based grocers.
When Birch engaged with Schwartz Brothers, they had begun transitioning from a private-label bakery supplier to a premium branded artisan bakery. Despite the company’s strong reputation and growing revenues, there were challenges that required attention, including minimal brand differentiation with wholesale partners and consumers, a muddled channel strategy and the absence of a cohesive growth vision and plan.
Schwartz Brothers engaged Birch to propel their business vision forward leveraging the Birch Growth Framework.
PLAN – Batter Up
The Birch team drove a comprehensive review of the company’s business including management interviews, competitive analysis, customer site visits and evaluation of digital assets. The review process culminated with a workshop designed to form a compelling vision for growth and expansion, refine and align go-to-market priorities, and develop decision-making criteria for product line refinement. Finally, Birch put everything together in a detailed assessment and recommended execution plan.
BUILD – Tools of the Trade
Schwartz Brothers Leadership realized that in order to scale their business they needed to invest in foundational programs, processes and tools. Birch quarterbacked this entire process on projects that included a revised messaging framework, a brand refresh to showcase the Schwartz family heritage, and a multi-channel sales framework designed to optimize resources and amplify revenue potential.
SCALE – Steeped in Growth
With the foundations in place, Schwartz Brothers worked on growth projects. In one such project, Birch developed a flexible branding system that would accommodate multiple packaging form-factors across 80+ SKUs. The resulting billboard effect on grocers’ shelves increased brand equity with consumers and grew sales.
Schwartz Brothers also engaged Birch to bring the brand to life with a social media strategy and a responsive website featuring rich user experience, product photography, video, and mouth-watering descriptions. The About Us section highlights the Schwartz family, the employee team, and Schwartz Brothers’ partners.
Collaborating with Birch has propelled our bakery to the next level. We now fully leverage our assets and market position realizing the hidden equity within our brand.
—Lindsey Schwartz President / CEO
RESULTS – Icing on the Cake
Schwartz Brothers Bakery experienced improved brand perception with consumers and wholesale partners resulting in greater shelf real-estate and corresponding sales increases across all channels.
- Increased market differentiation as a Regional Artisan Bakery brand, including newly reformulated Organic and Non-GMO product line and line extensions.
- Successful introduction of Modified Atmosphere Packaging within the Club Stores channel resulting in consistent product placement and increased revenues.
- Expanded roll-out of frozen case pack products to grocers and distributors to points south, east and north.