INSIGHTS AND INSPIRATION FOR THE RETAIL BAKING COMMUNITY
DOG TAG BAKERY
AVANT FOOD MEDIA
Paul Lattan President 816.585.5030
Steve Berne Executive Vice President 816.605.5037
Joanie Spencer Vice President 913.777.8874
CRAFT TO CRUMB
Paul Lattan Publisher paul@avantfoodmedia.com
Steve Berne Director of Sales steve@avantfoodmedia.com
Erin Zielsdorf Account Executive erin@avantfoodmedia.com
Joanie Spencer Editor-in-Chief joanie@avantfoodmedia.com
Mari Rydings Editorial Director mari@avantfoodmedia.com
Jordan Winter Creative Director jordan@avantfoodmedia.com
Olivia Siddall Multimedia Specialist olivia@avantfoodmedia.com
Annie Hollon Digital Editor annie@avantfoodmedia.com
Maddie Lambert Associate Editor maddie@avantfoodmedia.com
Lily Cota Associate Editor lily@avantfoodmedia.com
Beth Day | Maggie Glisan Contributors info@crafttocrumb.com
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Craft to Crumb is published by Avant Food Media, 1703 Wyandotte St., Suite 300, Kansas City, MO 64108. Craft to Crumb considers its sources reliable and verifies as much data as possible, although reporting inaccuracies can occur. Consequently, readers using this information do so at their own risk. Craft to Crumb is distributed with the understanding that the publisher is not liable for errors and omissions. Although persons and companies mentioned herein are believed to be reputable, neither Avant Food Media nor any of its employees accept any responsibility for their activities. The Craft to Crumb mini-mag is produced in the USA and all rights are reserved.
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COVER: Dog Tag Bakery
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Craft to Crumb
A Note From The Editor
JOANIE SPENCER
Editor-in-Chief
joanie@avantfoodmedia.com
CHANGING FOR GOOD
There’s an innate giving nature I see in the bakers I meet. When a craft involves feeding people — whether for sustenance or joy — it naturally changes everyone involved. In most cases, it changes them for good.
I’ve seen bakers do good hundreds of times. But when our team visited Dog Tag Bakery in the historic Georgetown neighborhood of Washington, DC, we saw something unique: baking itself as a platform for good. Of course, Dog Tag functions like any other bakery in terms of how the products are made every day, but the mission behind it is unlike anything I’ve ever experienced.
Dog Tag was created to be a living lab, using baking as a teaching tool for US military veterans, spouses and caregivers to learn the critical skills needed for working in a corporate or small business environment. Many of them go on to become professional bakers, too (you’ll meet one in this issue’s Baker Profile).
This is all done in a setting that simultaneously supports veterans through extended resources and a culture of caring, all while creating delicious baked goods.
As you peruse the pages ahead, take in the mission behind Dog Tag, and you just might find inspiration for your passion, skills or business to make an impact on people and your community in ways you never would have thought possible.
Welcome to Dog Tag Bakery.
We couldn’t have done it without you.
We can’t wait to do more with you!
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VENTURING BEYOND THE NORM
Open hiring is a viable solution to the baking industry’s labor shortage.
BY MARI RYDINGS
Hiring, training and retaining employees has never been easy for bakery owners. Post-pandemic, the talent pool shrank significantly, resulting in an industry-wide workforce shortage that isn’t expected to recover anytime soon. In fact, recent research from the American Bakers Association predicts that by 2030, more than 53,000 positions will go unfilled.
© Robert Kneschke |
Bakery owners and industry organizations have been hard at work developing solutions that range from raising wages and expanding benefits to increasing awareness of baking career options among younger generations.
One possible solution that’s gaining traction is open hiring, a practice that removes common barriers to employment, which include lack of experience, a criminal background and housing instability.
Open hiring isn’t a new concept. Janie’s Life Changing Baked Goods in New York, Bridge Bread Bakery in St. Louis, and Burlington, VT-based Rhino Foods, which manufactures frozen ready-to-eat cookie dough and bakery-style inclusions, are just a few companies that have practiced open hiring for years.
“We’ve had formerly incarcerated people and unhoused people working in our stores,” said Janie Deegan, owner of Janie’s Life Changing Baked Goods, “but the biggest impact we’ve made recently is in hiring people who want to work in a bakery but can’t get a job because they don’t have any experience. It’s a Catch-22: They can’t get a job without experience, and they can’t get experience without having a job.”
Open hiring isn’t as simple as it may sound. There can be a steep learning curve for bakery owners who are comfortable with conventional hiring practices. Expanding into open hiring often requires a
“It takes effort to help someone, but when you put that effort in and give someone a sense of belonging and they feel like they are advancing, you now have an employee for at least three years, if not longer.”
Ted Castle | founder | Rhino Foods
significant shift in recruitment, training and retention strategies, and, sometimes, culture.
“First, you have to decide what ‘open hiring’ means to your company,” said Ted Castle, founder of Rhino Foods. “Are you going to hire only people with a certain level of education or experience? Refugees who may not speak English? Previously incarcerated people? Are you going to run background checks? The more time you spend thinking about the challenges you’re going to have and what you’re going to do about them, the better the opportunity you’ll have for success.”
A common trait among bakeries with successful open hiring programs is their initial screening process. Both Rhino Foods and Janie’s have intensive onboarding programs designed to identify potential employees.
“Our hiring practices are dedicated to making sure Rhino is the right fit for the person, which oftentimes weeds people out faster and earlier,” Castle said. “We provide a three-day paid orientation that gives them an idea of what it’s like to work at Rhino Foods. We tell them, ‘Show up on time, treat people with respect and be willing to learn, and you’ll have a job.’ We may start with 10 people, and after three days, five remain. We used to spend a lot of time trying to keep people out. Now we spend less time on that, and more time on keeping people in.”
Craft to Crumb Workforce Trends
Onboarding at Janie’s Life Changing Baked Goods includes working a trial shift.
“I have people tell me they are really into baking, but that doesn’t mean they know how to navigate a commercial kitchen,” Deegan said. “It’s a very different atmosphere. We share what it actually means to work in a high-volume commercial kitchen that has a lot of repetitive tasks.”
Investing in retention strategies — wraparound services, flexible schedules, creating a positive company culture — can reap a significant ROI over time.
“If you do not have wraparound services, a culture where people trust they can be honest about their challenges, and a sense of belonging across your organization, open hiring will not work,” Castle said. “It takes effort to help someone, but when you put that effort in and give someone a sense of belonging and they feel like they are advancing, you now have an employee for at least three years, if not longer.”
One potential benefit of open hiring is the range of skills and experiences these untapped talent pools can bring to a bakery.
“Those experiences equip them to be very resilient, motivated, determined and creative,” said Liana Bran, director of expansion strategy for Cara Collective, a non-profit organization that helps people with barriers to employ-
ment find work. “Yet, it’s not always easy for employers to translate those skills and experiences into what they need, so we work with them on how they can better evaluate skills.”
Bran added that a recent study by Cara Collective and McKinsey & Co. titled Bridging the Advancement Gap: What Frontline Employees Want — and What Employers Think They Want, found that certain populations, specifically people with a criminal background, tend to be very loyal employees and are likely to apply for more training and advancement opportunities once they have a job.
For Janie’s Life Changing Baked Goods, the emphasis is less on skills and more on attitude.
“We’ve had better results with people with no experience but who have a ton of enthusiasm and a willingness to learn,” Deegan said. “They just want to prove themselves and are willing to do any job they’re given. They want a chance at something new.”
Recognizing and accepting the social aspect that is inherent in open hiring is essential.
“Be realistic about expectations, be patient and be compassionate,” said Fred Domke, founder and volunteer executive director of Bridge Bread Bakery, which hires people experiencing housing instability. “Accept them as they are and walk beside them as they find hope and regain their place in the community.”
Craft to Crumb
Featured Bakery | Dog Tag Bakery
ALL FOR ONE
In historic Georgetown, Dog Tag Bakery supports veterans, community and the
BY JOANIE SPENCER
Baking and good works often go hand-in-hand. It’s the mark of a baker: Someone who creates food for equal parts nourishment and joy will inherently feel called to do good. And those who do good — even if they don’t necessarily know the craft — can often turn to baking for partnership.
That’s the foundation of Dog Tag Bakery in the historic Georgetown neighborhood of Washington, DC. Founded in 2014 by Father Rick Curry and Constance Milstein, Dog Tag is the result of a partnership between two people who loved baking and advocating for military veterans and their families.
“Specifically, they wanted to provide a space for entrepreneurial-minded veterans with service-connected
disabilities — and their spouses and caregivers — to transition from military service to civilian life,” said DeAngelo Gamble, director of bakery operations for Dog Tag. “Father Curry was an avid baker. He looked at the baking process as therapeutic and a way to connect and heal. He also saw it as a way to form community, which was one of the purposes in starting the bakery: to be a safe space for veterans and the community where it’s located.”
In a 1,200-square-foot space for on-site baking, retail and seating, Dog Tag is not only a 20-person staffed bakery but also a “living business school.” As an organization, it is classified as non-profit, while the bakery operates as a for-profit business with all revenue feeding into the Fellowship Program.
craft.
Craft to Crumb Dog Tag Bakery
The program consists of about 15-20 fellows per five-month cohort, focusing on five pillars: learning labs, wellness education, hands-on baking, small-business management skills and networking. These come together to instill an entrepreneurial mindset through the craft of baking and the tenets of running a successful bakery business.
The beginning, middle and end take place in person, operating on a hybrid structure in between. During rotations — the curriculum-based instructional time — fellows participate in hands-on baking classes, working with bakery staff including Shanel Adams, Dog Tag’s general manager, and Taylor McCullough, pastry chef.
In that first phase, the fellows are taught the basics of baking and assigned a case study for which they develop a specialty product with guidance from Shanel and Taylor. Each product has potential to land on Dog Tag’s permanent menu, which always has at least one fellow-created item along with about five seasonal items created by the bakery staff.
“Fellows are responsible for their recipe creation, sourcing ingredients and building out the marketing strategy,” DeAngelo said. “They create the entire presentation of their product.”
Meanwhile, the bakery staff guides the cohorts through the business side of the baking process. They
WATCH NOW:
learn how to identify problems that arise whenever ingredient costs impact profitability and how to appropriately price a product so that it offers value to the customer without impacting the bakery’s bottom line.
“We help them identify challenges, such as, for a certain product, we might not be able to use fresh strawberries,” DeAngelo said. “We show them alternatives like dried strawberries or a puree. Our job is to help them navigate a challenging path and direct them toward a solution.”
It creates real-life business scenarios where participants learn to pivot based on price increases or the availability of resources.
Dog Tag is also a certified nut-free bakery — one of only two in the DC and Maryland areas — which
Taylor McCullough’s skills go beyond baking as she teaches fellows the craft.
not only creates inclusivity for the customer base but also presents additional challenges for the fellows to learn about.
At the end of the bakery instructional phase, fellows pitch their product to the Dog Tag executive team, which considers menu placement based on price, execution and scalability. Through the product development process — even if a fellow doesn’t fall in love with baking — they gain experience with accounting, marketing, pricing and sales, in addition to the art and science behind the craft.
While baking is at the heart of the Dog Tag concept, fellows don’t need to have baking experience — or even necessarily aspire to be a baker at all — to be accepted into the program. It’s more about the core competencies that come with taking part in the baking process.
“The program is more about learning the soft skills that are so important when you go into corporate or small business environments,” DeAngelo explained. “Fellows work in small groups, and they learn communication and presentation skills, as well as identifying their strengths and weaknesses and the skills needed to navigate them. They’re essentially taught problem-solving, and we use baking as the vehicle.”
Just as baking itself, the Dog Tag program is transformative … even — or, perhaps, especially — for veterans who don’t want to bake. By gaining that business mindset, fellows in turn support the bakery as much as the bakery supports them.
“When they’re assigned a case study, veterans are able to inform Dog Tag of operational needs or necessary changes,” DeAngelo said.
“That’s not just for the bakery; it’s also for Dog Tag as an organization. It provides feedback that helps us make business decisions moving forward and understand how we can grow and evolve.”
In addition to receiving bakery and business training, fellows are also automatically enrolled in the Wounded Warriors program and can access a broader network
WATCH NOW
DeAngelo Gamble (third from left) shares the value of industry connections such as the American Bakers Association.
of specialized assistance. While Dog Tag Bakery provides practical skills, the fellows can receive more personal and mental health resources through Wounded Warriors.
“It can be challenging to define your purpose — and redefine who you are — outside of the military,” said Hillary Richonne, director of communications for Dog Tag. “That tends to be an emotionally and mentally rigorous process, and those are resources we don’t really have. But with a direct line to Wounded Warriors, we can refer fellows there for support with a fast turnaround.”
Dog Tag is, above all, a safe space. The building has been retrofitted to be fully compliant under the Americans with Disabilities Act, including the installation of an elevator to the second floor. Additionally, design upgrades were made in consideration of PTSD specific to military combat.
“The building was redesigned in partnership with the Paralyzed Veterans of America to be one of the most ADA compliant buildings for disabled veterans,” Hillary said.
The bakery maintains full visibility from the automatic-door entrance to the back, ensuring no possibility of hidden threats, and
Photo courtesy of the American Bakers Association
all the lights were replaced and dimmed after the first cohort identified the original bright lighting as too harsh.
The warm, welcoming environment also invites customers to spend time there, knowing their patronage is itself an act of good work.
“Many members of the community know Dog Tag as a peaceful place where they can pick up their coffee and croissant,” Hillary said. “And they know they’re also supporting veterans and their families, so it becomes very personal.”
Dog Tag also provides opportunities for Georgetown community members to take an active role, whether it’s volunteering to package products or participating in learning lab partnerships where other small businesses can share their journeys with the fellows.
“It creates this connection between the neighborhood, the bakery and the fellows,” DeAngelo said.
Underneath its mission, Dog Tag is, at its core, a bakery. That means bakers show up at 5:30 a.m. to get production underway. The team creates staple items every day, including brownies and blondies — Dog Tag’s signature products — as well as mini pies, cupcakes and other menu items that are driven more by seasonality and those new products developed by fellows.
Brownie and blondie production ranges from 300 to 700 per
WATCH NOW
DeAngelo explains Dog Tag’s product development process for the Fellowship Program.
day, while the bakery also makes close to 300 cookies per day to be sold from the case or shipped in gift boxes nationwide. Production typically requires five or six bakers working in the kitchen at any given time. Depending on the cohort size, fellows can be working in the main kitchen with bakery staff for in-person baking in the post-R&D stage. Otherwise, they are usually in the classroom or extra kitchen on the building’s second floor.
From the cohort fellows to the bakery staff and volunteers, the Dog Tag mission is threaded throughout.
“For all of us, it’s always about the mission,” DeAngelo said. “It’s about providing service and support for the community and for those who, in some cases, have made the ultimate sacrifice.”
Based on that principle, Dog Tag takes great care in its hiring process for bakery staff. This isn’t a typical bakery, and that requires
“Many members
of the community know Dog Tag as a peaceful place where they can pick up their coffee and croissant, and
they
know they’re also supporting veterans and their families.”
Hillary Richonne | director of
communications
| Dog Tag Bakery
Craft to Crumb Dog Tag Bakery
Avant Food Media named Gold Media Sponsor
The International Baking Industry Exposition (IBIE) announced Avant Food Media as the exclusive Gold Media Sponsor for the upcoming show, set for Sept. 13-17, 2025, in Las Vegas.
Avant will provide in-book and online promotional advertising, editorial coverage and on-site programming through its two titles, Commercial Baking and Craft to Crumb . Though a new player in the marketplace, the media company has proven to be a valuable partner for Baking Expo. Avant’s products, such as the IBIE Monthly Newsletter, Booth Trailers, IBIE Show Guide and Innovation Minutes, played a pivotal role in promoting the 2022 show.
“As an official media partner, the Avant team will once again put our decades of experience and progressive approaches to work, ultimately raising the bar on what’s possible for IBIE-related media,” said Paul Lattan, president of Avant Food Media. “We know how important this event is to our industry, and we look forward to working with IBIE to make it the best one yet.”
Jorge Zarate, IBIE chair and senior VP of global operations and engineering for Grupo Bimbo, emphasized the value of strategic partnerships with trade media in expanding the event’s outreach to broader, more diverse audiences.
“Working with Avant Food Media gives us access to highly engaged, senior baking professionals and the hard-to-reach retail market,” Zarate said. “In a short amount of time, they’ve become a trusted industry voice and an innovator in media.”
The Kansas City, MO-based media company also maintains a cooperative agreement with Food2Multimedia (f2m), a leading euro-international baking publisher. With an eye on international markets, brot+backwaren and baking+biscuit international report on bakery trends, innovations and critical developments relating to raw materials, technology and processes — helping IBIE expand its growing international representation.
bakers who are willing to give a little more.
“Baking skills and the creativity to come up with new products and recipes are important,” DeAngelo said. “But we are also very programmatic. Everything revolves around the program, so our bakers also need to have a passion to teach, develop and coach.”
In that regard, Taylor greatly exemplifies what it takes to be a Dog Tag baker.
“She has that passion for training people,” DeAngelo explained. “And she’s also patient with the fellows when she’s walking them through the R&D process and helping them bring an idea to fruition.”
Finding bakers like Taylor is the result of a careful vetting process that places equal emphasis on technical baking skills and those soft skills that the fellows have come to learn.
So far, Dog Tag Bakery has graduated 20 cohort classes. Roughly 32% of those alumni have followed an entrepreneurial path, and about a third of those have stayed within the baking and foodservice industries.
No matter what path they take, the journey doesn’t end there. Upon program completion, Dog Tag cohort fellows become part of the alumni network that offers resources for professional
Each graduate receives two dog tags: one to keep and one that hangs from a chandelier beneath the bakery’s skylight.
development, engagement opportunities and mentorship programs ... all without expiration.
Even after they graduate, the fellows live on at Dog Tag. Alumni receive two dog tags: one to wear and another that hangs from a chandelier (designed as a replica of “Above and Beyond,” a Vietnam veterans memorial at Chicago’s Pritzker Military Museum) beneath a skylight in the bakery’s seating area.
This is especially meaningful to fellows who are military spouses or caregivers and have shared the journey of service without a dog tag of their own.
As Dog Tag Bakery grows its presence and evolves the program — cohorts have now started in Chicago — it’s leaning on industry organizations such as the American Bakers Association to discover new resources and tap into the broader baking industry community to achieve a goal of expanding the overall reach.
With growth on the horizon, supporting veterans, spouses and caregivers, and serving the community remains at the heart of Dog Tag, no matter where it goes from here. One look at the chandelier is all it takes to remember the mission.
“We’re never done,” DeAngelo said. “The chandelier reminds us of that. It’s symbolic of the community we create. And that’s not just a word; we live by it.”
Craft to Crumb Dog Tag Bakery
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Craft to Crumb Baker Profile | Erinn Roth
A TASTE OF HONOR
As a Dog Tag Bakery fellowship alumna, Erinn Roth has made her mark with a patisserie and cafe all her own.
BY ANNIE HOLLON
From when she was a young girl to her time in the US Army, retired Lieutenant Colonel Erinn Roth’s passion had always been desserts. While stationed overseas with the military, she cooked and baked for those who couldn’t go home for the holidays, becoming the go-to source for soldiers with containers for leftovers.
Erinn opened her first business, Ms. Jo’s Petite Sweets, in 2016 and named it after her mother, Jo Bradford Hardaway, who passed away in late 2015. Established just shy of her retirement after a 24-year-long military career, the business, which at the time operated in a commercial kitchen, was the sapling for what would grow to become a brick-andmortar patisserie and cafe.
Yet, the baking industry wasn’t the direction Erinn expected to take.
“When I started in the military, I never thought I would be a professional baker, so when I decided to start a business, I realized I wanted to get a
WATCH NOW
Erinn Roth shares why business know-how is essential for entrepreneurs.
All photos courtesy of Dog Tag Bakery
“It can be a lonely existence because people don’t understand the rigors of being a small business owner. However, my fellow Dog Tag alumni understand.”
Erinn Roth | CEO and executive chef | Mrs. Jo’s Petite Eats Patisserie & Cafe
certain set of skills, and I knew I was going to remain in the [Washington, DC-Maryland-Virginia] area,” she shared. “I wanted to ensure that my skills were above par. For me, that meant attending a pastry school.”
In January 2017, Erinn forged a new path for herself, starting at L’Academie de Cuisine in Gaithersburg, MD, just two days after her retirement. Once she graduated from the program, someone recommended Dog Tag Bakery’s Fellowship Program during an event Erinn was catering.
“I got home that evening, looked it up and realized they’re right here in DC,” she said. “That’s why I applied to the program. It’s one of the best decisions I’ve made.”
The five-month entrepreneurial program offers veterans, military spouses and caregivers resources and know-how on running a successful business through the lens of a bakery. Of the 316 program alumni, about 32% of the participants describe themselves as entrepreneurs and open small businesses. Approximately one-third of those alumni operate businesses in the foodservice industry. Erinn, an alumna of the summer 2018 Dog Tag Fellowship Program cohort, used the experience to open a retail bakery.
As a fellow, she gained insights from professors at Georgetown University and other business owners with real-world experience. Erinn strengthened her arsenal of skills and formulated a business plan to develop her bakery and cafe into a brick-and-mortar operation.
It took about a year to build out the 2,900-square-foot McLean, VA, bakery, with the start of the project occurring in tandem with Erinn’s participation in the first season of Fox’s Crime Scene Kitchen in 2021. The insights from the program and support from her fellow alumni helped her along the way.
“It can be a lonely existence because people don’t understand the rigors of being a small business owner,” Erinn said. “However, my fellow Dog Tag alumni understand. You can call them and count on them. They support you, and you support them. It’s great because they get it; you don’t have to explain it.”
When Mrs. Jo’s Petite Eats Patisserie & Cafe (adapted from the original business name) opened in June 2022, Erinn, CEO and executive chef, was surrounded by college classmates, military associates, Fort Foote Baptist Church members, and, of course, Dog Tag alumni and leaders.
Craft to Crumb Baker Profile | Erinn Roth
A couple years in, the patisserie found its niche, offering a variety of baked goods, and breakfast and lunch items inspired by Southern cuisine with a French flair, which nods to her personal background growing up in Mississippi and her pastry school education.
For other veterans looking to enter the retail baking industry, Erinn’s advice is to dig in and understand the business from all angles and take the chance.
“You’ve got to take that step of faith,” Erinn shared. “You’ve got to do something. You can’t sit and analyze a situation to death; you
Erinn (front row, second from right) celebrates with the summer 2018 Dog Tag Fellowship cohort.
PRODUCT SHOWCASE
01
02
Dog Tag Bakery offers an array of nut-free, fromscratch baked goods that range from classic pastries and sweet goods to innovative combinations crafted by Fellowship Program participants. Check out some stand-out menu items.
Craft to Crumb
Product Showcase | Dog Tag Bakery
Craft to Crumb Look | Listen
LOOK | LISTEN
Our multimedia collection features interviews, bakery tours, education, demos and more that give artisan bakers a fresh perspective on industry trends and issues.
TechTalk with Nick Magistrelli, Rademaker
Nick Magistrelli, VP of sales, discusses Radini dough processing technology and how it can benefit high-volume artisan bakeries.
TechTalk with Carolyn Bilger, Hobart
Carolyn Bilger, marketing director, outlines the important factors bakers should consider when purchasing mixers for their operation.
At the Bench with Richard Charpentier and Peter Yuen
Richard Charpentier, CMB, CEO of Baking Innovation, chats with the owner of La Patisserie P about his experiences as a world-renowned pastry chef.
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“YOU WOULDN’T EXPECT VERY STRICT
MILITARY PEOPLE
TO BE INTERESTED IN THE BAKING ASPECT OF THE FELLOWSHIP.”
— TAYLOR MCCULLOUGH | PASTRY CHEF | DOG TAG BAKERY
Taylor shares her experience working with the Dog Tag fellows in the bakery.