Building one successful food brand is hard enough. But what if you could leverage your existing production to create multiple brands that serve different markets and price points?
In this episode of Foodpreneur with Chelsea Ford, I chat with sisters and co-founders Michelle Blyth and Justine Curtis from Cremorne Street Bakers, Balmain Baking Co., and cookï. Over eight years, they’ve built a wholesale baking business that now operates across three distinct brands – each serving different customers, channels, and price points.
Their retail journey escalated when Coles Local called them out of the blue after a category manager’s mum spotted their products in Melbourne cafes. They had no retail presence, no barcodes, and no retail ready packaging – but they said yes and figured it out.
Today, their business spans foodservice (including Starbucks), Coles Local, independent retail, petrol & convenience, and direct-to-consumer.
Listen today and learn:
🍪 Why they created three brands instead of stretching one and how each serves a different market segment.
🍪 The “diffusion brand” strategy: using the same base dough to create premium, mid-tier, and convenience products.
🍪 How to inflation-proof your business by diversifying revenue streams while leveraging existing production.
🍪 How to make an unforgettable trade show stand.
🍪 The seasonal reality of wholesale baking, and how to manage when you make most of your money in a short time of the year.
🍪 Why their first salesperson after 8 years was a game-changer
This episode is for brand owners who’ve built strong foundations and are ready to think strategically about scaling – not just adding more SKUs, but creating multiple revenue streams that work together.
Season 15 is brought to you by Foodpreneurs Festival – a year’s worth of sales and promotion opportunities under one roof.
