BAKERY & CONFECTIONARY
Lessons for small bakeries
From three very different brands, the takeaway is simple: show up. Tell your story. Keep it real.
“ Focus on strong visuals, consistent branding and sharing the story behind your bakes: your process, your people, your passion,” explains Kershaw.“ Engage your community genuinely, deliver a great product and experience and stay true to your unique voice. Authenticity always stands out.”
For Georgiou, brands should use social media to share the journey and connect with their audience.“ People want to see the real process. The epic fails, milestones and everything in between. When they feel part of your story, they keep showing up.”
Moolman offers this practical advice:“ Keep things authentic and focus on smart, low-cost strategies. Encourage user-generated content, respond to comments and DMs openly, stay consistent and never try to be something you’ re not. Authenticity is what turns occasional visitors into real supporters.”
In the end, brands should remember this: social media helps brands get seen, authenticity makes them remembered and community allows them to grow. TT
84 TRADE & TASTE / 2026