In the RBA Member Spotlight series, we'll be profiling valued members of the Retail Bakers of America community.

This week, we're looking at Mark Seaman of Barry Callebaut, who is the culinary applications chef for the Chocolate Academy in Chicago.

Prior to joining Barry Callebaut, Seaman owned a wedding cake boutique and retail bakery. He was named one of the Top 10 Cake Designers in North America in 2013 by Dessert Professional.

Get to know Mark Seaman more below.

How many years have you been in business?

Mark Seaman: I sold my shop way back in 2009. Have been in Education and Design since that time.

What made you want to get into the baking industry/why are you passionate about baking?

I grew up in a "bakery family." My maternal grandfather was a German-born bread baker who owned a bakery in my hometown in Pennsylvania. I grew up surrounded by amazing breads and cakes, doughnuts and cookies. When I fell out of love with corporate America in my early 20's, I made the professional shift to food where I've been ever since. Whether in my wedding cake shop days, retail bakery days, pastry tours in France or teaching, my passion is renewed with each evolution of my involvement in the retail baking industry.

What are your top-selling products/what product do you consider to be your specialty?

My top-selling product when I owned the bakery was custom cakes.

What do you see trending in the industry?

A return to nature and simplicity. While people seem to continue to be interested in exploring new flavor combinations, there is a general shift to nostalgia and simple presentations. Interest in sustainability also continues to emerge.

How has your RBA membership made a difference in your business?

From the day I first joined the RBA, the RBA Connect has always been the greatest benefit to growing my business. Being able to ask questions to other successful business owners... and to read others' threads provided a much welcomed window to what were confusing hurdles to running my business. Even as an Allied member, I continue to use this benefit to stay abreast of what challenges owners face today.

What have you learned from customers over the years?

They never know what they want, but it's never what you have.

What do you look for when hiring staff?

I always hired people based on "ability to be joined at the hip." Skills can be taught and developed. Personalities and work behaviors are generally a foregone matter. Part of my interview process was to have a candidate work next to me (physically) for 30+ minutes. If I could not fathom working in that proximity under deadlines, I knew it would not be a good fit long-term.

What would you have done differently in starting your business/what do you wish you could tell your past self when starting your business?

I wish I would have asked more "businessy"/financial questions to other business owners. I didn't know what I didn't know and was too worried to look uninformed or nosey to ask important questions.

Interested in learning more about becoming a member of the Retail Bakers of America? Click here.

Current RBA members, email Marlene O’ Connell (marlene@retailbakersofsmerica.org) to learn how you can be featured in an upcoming member spotlight.