We recently connected with Jaime Krueger and have shared our conversation below.

Hi Jaime, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Starting out in the baking industry as a cottage baker felt intimidating at first. I knew there were so many others out there with more experience, brick & mortar storefronts, or that wholesaled their products across the state.

While I could have just decided to quit early or not even give it a try at all, I decided that I had just as much, if not more, to offer customers who are seeking quality, custom cakes and baked goods.

One of the major differences in my business versus others out there, would be the quality of my ingredients. I’m very strict on using as natural of ingredients as I can, including organic products, and FD&C dye-free food colors. All of my recipes are vegan too, to accommodate those who practice that lifestyle, as well as those who have sensitivities to dairy and eggs.

I think it’s important to be inclusive of needs and help fill in the gaps where possible. Many other companies don’t cater to dietary needs or are limited in what they offer. I pride myself on small batch recipes, carefully crafted cakes and baked goods, and creating something unique for every customer. I never like to do the exact same cake design twice. I don’t like to rush and churn out “cookie cutter” products.

While growth is a good thing, I try to remain conscious of keeping my quality consistent and customer satisfaction a top priority. Word of mouth is a large part in how my business succeeds. I want people to feel like their needs are met, they’re receiving unique, quality products, and that they are valued. If they aren’t happy, then I’m not happy.

I’m grateful for each and every order, no matter the size. I love being a small part of people’s celebrations week after week. Receiving photos, reviews, and great feedback helps me know that what I’m doing is worthwhile and desired in our communities. The connection I build with customers is beyond that of what most bakery businesses experience and that’s one of the biggest defining differences of all.

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

I am a self-taught baker with a lifetime of experience and several years of vegan and allergen-conscious baking experience. I started professionally in 2020, after I became a stay-at-home, new mom. I wanted to remain connected to my community and still serve them in some way.

After struggling with my own food sensitivities, I realized how few options were available for things like baked goods and birthday cakes. I started with outdoor pop-up bake sales in my yard and in neighboring towns during the pandemic. That led to private orders, and eventually a heavy focus on custom cakes as time went on.

I value and pride myself on quality ingredients, excellent customer service and providing unique cakes and dessert options for those with dietary restrictions. I serve the entire lower peninsula of Michigan for weddings and events as well.

How’d you build such a strong reputation within your market?

I think my reputation has really grown in my market as a result of networking, being active in community groups, and participating in small business support groups.

Putting myself out there to meet new people and business connections after leaving a corporate job was essential. I gained a lot of confidence by taking the risk of showing up in community-based events, sharing about my business with others, and showing up consistently on social media.

The connections I made in community circles led to a larger social media following and in turn, more people who were willing to order from me, because they knew my character and work ethic.

Where do you think you get most of your clients from?

The best source of clients for me has been word of mouth & referrals. It takes time to get your name out there, but I was able to expedite that with my social media following, community connections, and participation in community markets.

As time has gone on, more people have ordered, had positive experiences and have told their friends and family. It’s led to loyal customers who return, as well as new customers who are seeking my niche offerings of vegan & dye-free cakes and baked goods.

Contact Info:

• Website: https://simple-roots-baking-co.square.site/
• Instagram: https://instagram.com/simplerootsbakingco?igshid=OGQ5ZDc2ODk2ZA==
• Facebook: https://www.facebook.com/simplerootsbakingco?mibextid=LQQJ4d
• Linkedin: https://www.linkedin.com/in/jaime-krueger-2a35b9ba

Image Credits
Sage & Sandcastles photography Creative Grace Photography