GOLD MEDIA PARTNER
2025 MEDIA KIT
A Z B E E
WEBSITE OF THE YEAR WINNER
OUR MISSION AN INTRODUCTION TO CRAFT TO CRUMB
Avant Food Media has amplified its trusted voice for mid-to large-scale bakery producers through its flagship publication Commercial Baking , and the team has taken its storytelling expertise and flair for building baker relationships into the retail space.
Focused on loyalty and engagement, Craft to Crumb is an influencer in the retail baking space, leading a casual but informed style of conversation with the industry’s most innovative artisan bakers. This community-focused platform promotes partnership and idea sharing and provides advertisers an authentic outlet that their customers will notice … and use.
With a mission to share insights and inspiration for the retail baking community, Craft to Crumb is a contemporary, interactive media model designed to foster community. Dedicated to cross-platform narratives with refined design elements, Craft to Crumb brings bakers the latest consumer trends and product development from leaders in the industry. This is a crafted celebration of trendsetters and boundary breakers, backed by fresh insights and reliable data.
Our content is created for a digital social age, designed to spark new ideas and conversations that encourage bakers and business owners to better their enterprises with a collection of articles, demos and insights. It’s a forum for bakers to connect and learn about processes, equipment and ingredients that are changing the game in retail baking.
Align your brand with the newest, most elevated voice in baking.
INFLUENCE IN MEDIA WITH 80+ TOTAL YEARS OF EXPERIENCE
About Avant Food Media
Focused on the future, Avant Food Media was founded in 2020 by three baking industry media veterans with a collective 70 years of experience. Their passion for bakers’ narratives and commitment to advertiser value are unmatched in the industry.
Avant has modernized trade media by establishing a new model that turns traditional formats upside down through relevant, meaningful content that garners legitimate visibility for advertisers.
With a flair for creating platforms that bring bakers and suppliers together, Avant fosters true partnerships and genuine support for its advertisers. The result is raising the bar for B2B media in every sector of baking.
About Commercial Baking
Launched in 2021, Commercial Baking is a premium media source that focuses on what’s most important to decision makers and influencers in the category identified by the US Census of Manufacturing as commercial bakeries.
Commercial Baking offers the data, trends and innovations reshaping the business of baking through a hybrid model of targeted magazines combined with consolidated and fresh digital and multimedia offerings.
About the People
Paul Lattan PUBLISHER paul@avantfoodmedia.com
Jordan Winter CREATIVE DIRECTOR jordan@avantfoodmedia.com
Steve Berne DIRECTOR OF MEDIA steve@avantfoodmedia.com
Olivia Siddall
MULTIMEDIA SPECIALIST olivia@avantfoodmedia.com
Erin Zielsdorf ACCOUNT EXECUTIVE erin@avantfoodmedia.com
Annie Hollon DIGITAL EDITOR annie@avantfoodmedia.com
Joanie Spencer EDITOR-IN-CHIEF joanie@avantfoodmedia.com
Maddie Lambert ASSOCIATE EDITOR maddie@avantfoodmedia.com
Mari Rydings EDITORIAL DIRECTOR mari@avantfoodmedia.com
Lily Cota ASSOCIATE EDITOR lily@avantfoodmedia.com
FOR THE LOVE OF THE CRAFT OUR MANIFESTO
Bakers bake. They also run the front of the house. And train their staff. And fill in for the missing staff. And do the marketing. And run the social media. And the list goes on and on.
We see you, bakers.
There is indeed art and science that goes into baking, and we’re here for that. But there’s something else, too: love. There’s a love that only bakers truly understand. It’s why they get up before the sun rises and work long after the product is finished … after the cases are empty and the last crumb is wiped clean.
That’s a love that comes from seeing people consume their products for nourishment, satiety and pure, unadulterated joy. When made properly, an artisan baked good is one of those few things that simultaneously provides comfort and adventure.
Baked goods are some of the world’s oldest foods, and the artisans who make them have answered a calling. They get their hands dirty in a craft that requires the physical strength of a steel worker, the finesse of a poet and the business savvy of a corporate executive.
In an age of social media, bakers can showcase their artistry to the world. But at the same time, it’s isolating. Bakers are the first to rise and the last to rest. There are few business trips or tradeshows. They learn by doing — by making mistakes, fixing them and starting over — all for the love of the craft.
We feel you, bakers.
Baking is communal. It’s to be shared, just as much as the products themselves. And this is why Craft to Crumb exists. This is for artisan bakers to share their love of the craft in a place of community.
We believe that bakers deserve a voice, and our platform is designed to make those voices heard. By sharing insights and inspiration from baker to baker, we are creating a community to serve every facet of retail baking.
We hear you, bakers.
This is your invitation to participate in a community where bakers can learn, share and grow in their craft.
AUDIENCE | ENGAGEMENT
The Market
The term “retail bakery” is an umbrella for independent bakeries selling directly to individual consumers. This includes retail, artisan, craft, in-store, foodservice, e-commerce and specialty bakeries where the primary product is baked onsite. There are more than 18,000 retail bakeries throughout the US, but the pandemic vastly changed the landscape, creating a market in need of community.
Dedicated to establishing a following founded on innovation, Craft to Crumb is designed to engage the market’s most progressive bakers.
Retail and Specialty Bakery Shops — US
SOURCE: LATEST DATA FROM THE US CENSUS BUREAU, BUREAU OF LABOR STATISTICS
Circulation Breakdown
Across all segments of the industry, 10,800 total decision makers — including owners, top managers and head bakers — comprise the Craft to Crumb digital audience.
MEDIA MIX DIGITAL-FORWARD TO REACH ALL BAKERS
Mini-Mags
Craft to Crumb ’s digital mini-mags provide a bite-sized media experience showcasing bakers making waves in the industry, the top trends, design techniques and business insights. Released quarterly, digital minis feature live links, video embeds and more, all with easy access from any digital platform. Each digital issue features sponsorable content in watch | listen | read formats.
Issues: March, June, September, December
Crafttocrumb.com
The award-winning Craft to Crumb website highlights the best retail bakers and bakery business owners, along with relevant industry news and more. The site is carefully segmented to maximize a user-friendly experience, with interactive content and the most thoughtful stories always just a click away.
Newsletters
With a thoughtful mix of newsletters, we have carefully crafted our send strategy to limit deployments and develop an engaged following. The result is more concentrated readership of our newsletters and satisfied advertisers. We offer blockbusters and medium rectangles for each title sold by the month. Inventory is limited and offered on a first-come basis.
WEEKLY: The week’s top new stories, all in one place.
LOOK | LISTEN: Promoting our latest multimedia content each month.
IBIE: Covering all things IBIE, just once a month, without all the noise.
Videos
Artisan bakers crave community. But when owner-operators are running a lean staff, it’s almost impossible to break away for training, education and networking. Craft to Crumb video content provides that “nearly there” experience with demos, interviews, bakery tours and more. Sponsorship opportunities are available.
TECHTALKS: 8-10 minute video where suppliers discuss technologies available for retail bakers.
CRUMBCUTS: Snippets from bakers on trends and industry issues.
BEHIND THE BAKE: An inside look into bakeries on the rise.
EDITORIAL CALENDAR
WHAT’S ON THE
Hot Takes Top Trends Top Trends Top Trends Top Trends
Seasonal Spotlight Wedding Season Back to School
Labor Planning Spring Color Trends (color of the year) Featured Bakery In Every Issue In Every Issue In Every Issue In Every Issue
Profile
Business Insight Hiring Practices Insurance
Design Tech Burnoff Cakes Writing Techniques
Hosting Workshops Social Media
Piping Flowers Cookie Cakes
MEDIA MIX A DEEPER DIVE
Custom Digital Offerings
TECHTALKS
Our editors visit key suppliers via Zoom in an 8- to 10-minute recorded video to discuss the latest innovations currently available to retail bakers. This new concept has been incredibly successful for Commercial Baking advertisers and can be a versatile tool for marketing to digital, social media-savvy retail bakers as well.
EMAIL CAMPAIGNS
Craft to Crumb offers a limited number of Email Marketing Campaigns (EMCs) and Automated Marketing Campaigns (AMCs) exclusively for advertisers that also support Craft to Crumb content.
EMCs are single-send email campaigns while AMCs are campaigns that, after the initial send, follow up with subscribers who opened, but didn’t act on the first deployment. EMCs and AMCs are efficient ways to make a targeted splash and generate specific awareness and leads from a concentrated audience of decision makers and influencers.
Sponsorable Content
CRUMBCUTS
Interactive, easy-to-digest clips from our best baker interviews supplement written content. CrumbCuts are the best way for readers to snag quick info on best practices and supplier testimonials.
BEHIND THE BAKE
These exclusive, behind-the-scenes videos showcase best practices in baking with interviews, bakery tours and more.
CMB STUDY HALL
This series was designed as a resource to help bakers prepare for RBA’s Master Baker Certification. Each video features certified master bakers (CMBs) demonstrating key techniques required for RBA’s practical exam. Videos cover tips and tricks for major product categories.
TechTalks
(FULL ANALYTICS AND LEAD GEN INCLUDED)
• Email Campaign (EMC)
• Craft to Crumb homepage for a month
• Craft to Crumb Look | Listen page for a year
• Posted to Craft to Crumb YouTube channel
• Promotion on Craft to Crumb social media platforms
• Paid social media campaign
• Inclusion in a Craft to Crumb Look | Listen newsletter
• Inclusion in Craft to Crumb mini-mag with link
• Custom designed “share kits” provided for client amplification
Email Campaigns
(FULL ANALYTICS AND LEAD GEN INCLUDED)
• Email Campaign (EMC)
• Automated Marketing Campaign (AMC)
CMB Study Hall
(FULL ANALYTICS INCLUDED)
• Craft to Crumb homepage for a month
• Craft to Crumb Look | Listen page for a year
• Inclusion in a Craft to Crumb Look | Listen newsletter
• Promotion on Craft to Crumb social media platforms
• Email campaign each month to our audience and RBA members to announce new episode
• Links to videos from our quarterly mini-mags
• RBA and sponsor promotion on all relevant channels
Sponsorable Content: CrumbCuts | Behind the Bake
(FULL ANALYTICS INCLUDED)
• Craft to Crumb homepage for a month
• Craft to Crumb Look | Listen page for a year
• Posted to Craft to Crumb YouTube channel
• Promotion on Craft to Crumb social media platforms
• Inclusion in a Craft to Crumb Look | Listen newsletter
• Inclusion in Craft to Crumb mini-mag with link
PERFORMING, NOT JUST SPENDING 2025
ShowGuide (Print)
Newsletters
Minimum booking: 6x alternating month run