We were lucky to catch up with Kelly Carlin recently and have shared our conversation below.

Kelly , thanks for joining us, excited to have you contributing your stories and insights. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

I grew up working in a bakery. I loved it, everything came naturally to me in that environment. I was there for almost 19 years, really honing my craft. Eventually I was getting sick more often. I had heard about celiac disease and a gluten free diet years before, after researching everything I could about the disease I had checked all the symptoms from childhood through adulthood. Within two weeks on my gluten free diet I felt like a completely different person. I kept wondering how I lived like I did before. Removing the gluten from my everyday diet made me much more sensitive when I ingested gluten. The bakery was no longer a good fit for me with all the regular flour flying through the air. I left there but never stopped baking. Experimenting with gluten free flour and baking had its challenges with a lot of flops and a lot of progress. I started baking from my home and started my business under cottage law. For a few years I was operating only from my home, mainly making custom orders for friends or family. I eventually became a vendor at the Midland Area Farmers Market. My first year there was a huge learning experience for me, learning what customers were looking for and what was selling. My second year at the market I was thriving! Returning customers, special orders picking up, and my name really getting out there for gluten free bakes. Year three again was a good year, however now I was offering holiday preorders and porch popups. This was when I knew I had outgrown my home kitchen and needed to get serious about finding a storefront. Rental space with a kitchen is few and far between in Midland. It took over a year, with several disappointments, to find my perfect landing spot. It seemed the space was just waiting for me, it was a mess but all I could see was the potential and my future. After spending five months cleaning, fixing, painting, and making sure I had proper equipment and supplies, the grand opening came and went like a blur. It hasn’t been easy or smooth, but it has been well worth all the struggles and late nights to see the emotion on customers faces when they can purchase anything without fear and be able to enjoy.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Off The Wheaten Path (OTWP) is a dedicated gluten-free bakery in Midland, MI, offering
high-quality baked goods to customers with dietary restrictions, including celiac disease, gluten
intolerance, and multiple food allergies. As the only dedicated gluten-free facility within a
100-mile radius, OTWP provides a safe and inclusive space where customers can enjoy
worry-free indulgence. Our mission is to ensure that individuals with dietary restrictions never
feel excluded from the joy of baked goods, whether for daily enjoyment or special occasions.

Off The Wheaten Path was founded to fill a critical gap in the market for high-quality,
allergen-friendly baked goods. Initially launched under Michigan Cottage Law, the business
quickly gained traction as customers sought out safe alternatives to traditional bakery products.
In response to overwhelming demand, OTWP transitioned from a home-based operation to a
full-service storefront in July 2024, offering a diverse selection of gluten-free and allergy-friendly
treats.

OTWP offers a wide range of gluten-free, dairy-free, egg-free, and vegan baked goods, catering
to customers with dietary restrictions as well as those seeking healthier, high-quality
alternatives. Our product line includes muffins, cookies, cakes, cinnamon rolls, seasonal treats,
and specialty desserts. Signature items such as vegan cinnamon rolls with dairy-free icing,
cream cheese-stuffed red velvet cookies, pumpkin rolls, and frosted sugar cookies have
become customer favorites.

Custom orders are available for weddings, birthdays, and corporate events, allowing customers
to enjoy safe, gluten-free cakes and desserts tailored to their preferences. OTWP also offers
retail gluten-free products, such as specialty flour blends and packaged snacks, that are not
commonly found in mainstream grocery stores.

OTWP operates as a dedicated 100% gluten-free facility, with all baking done in-house to
eliminate the risk of cross-contamination. Our ingredient sourcing is carefully managed,
ensuring that all products meet the highest safety and quality standards. We comply with FDA
gluten-free regulations and adhere to strict food handling protocols.

What do you think helped you build your reputation within your market?

Being the only dedicated gluten free facility within 100 miles helps. As good as it is for me, it’s unfortunate for those of us with dietary restrictions. Honestly though, I take so much pride in what I get to do and really pour my heart into everything. Dietary restrictions makes it difficult to eat out most places and having a one stop shop builds a community. Perfecting many of my products over the years and continually trying new flavors keeps things interesting and customers coming back.

How did you build your audience on social media?

I’m still pretty bad with this one, I always feel like if I post too much it gets annoying. I had been promoting my business on facebook from the beginning and word of mouth. It really didn’t grow much. Then the most amazing person reached out to me to try and build his business with photography and website designs. When he worked his magic and took beautiful pictures of my products, set me up with a website, and got my business on google, thats when it took off. I’ve also been reviewed and nominated on other platforms by customers that has grown my audience. “Find Me Gluten Free” is an amazing app for us celiacs. When people are traveling through they can look up dedicated gluten free businesses or other gluten friendly establishments to dine at.

My advice would be to get a social media manager. Once your business takes off, social media becomes a full time job in itself.

Contact Info:

• Website: https://otwpbakery.com

Image Credits

Anthony Roth