Jonna Parker, fresh foods team lead at Circana, has been closely monitoring shifts of consumer shopping patterns. She highlights several key trends that are reshaping the grocery industry. “Relevance and experience are now as important as quality,” Parker said during a recent online presentation.

For retail bakeries, the relevance factor plays favorably into the emerging trend toward sustainable sourcing, which was a key topic of an important webinar, “Beyond the Bench: Sustainable Sourcing," on Sept. 10, organized by the Bread Bakers Guild of America and Retail Bakers of America.

“Organic is really important, but local trumps everything,” said Shelby Kibler, a bakery café owner/operator at Field & Fire in Grand Rapids, Michigan, and Sustainable Sourcing panelist. “The thing that really underscores sustainability is the relationship side. It’s all about building relationships.”

Bakery owners shared thoughts and experiences from their time building a retail bakery business that is not only fueled by the practice of sustainability but with the connections to local farmers and consumers.

 “Think about the grains and knowing where they come from. For me, it is always important to play a role in that,” said Kirk Smock, a panelist and owner/baker at Origin Breads in Madison, Wisconsin.

Cindy Kurman of Kurman Communications in Chicago shared her thoughts on how sustainability is a powerful message for today’s consumers.

Panelist Young Cho of Simple Food Group in Lake Geneva, Wisconsin, emphasized the importance of working with local farms in a cooperative effort.

“I always say we’re looking for what you love to grow,” Cho said. “That’s what gets the ball rolling well. Our responsibility is to connect others to what we are doing.”