I have been seeing the twitter handle @Back2Scratch during our #cupcakechat over the past couple of weeks and so curious that I sent them a few questions to learn more.
Name: Jenni Bair, Segment Marketing Manager at Hobart
Location: Troy, Ohio
URL: GetBacktoScratch.com
What was the inspiration for starting Get Back to Scratch?
The tastes, smells and looks of authentic scratch-baked products are simply amazing. From a baking professional’s point of view, it’s about the art of creating, and customers get to experience a richly satisfying sensory experience with the explosion of tastes, smells, texture and memories. The “Get Back to Scratch” campaign is intended to unite the passion that comes from bakers, foodservice providers, grocers, restaurateurs and consumers who support various foods made with fresh ingredients and hard work.
Are you a nonprofit or it this more of a social good entrepreneurship effort?
Hobart, Traulsen and Baxter started this movement. However, scratch bakers, foodservice providers, grocers, restaurateurs and consumers will ultimately own the movement through their collaboration and engagement.
How long has the site been up?
We officially launched the movement in early March 2011.
How are you building awareness and reaching out to the bakery owners?
Initially, we are relying primarily on word of mouth and social media to spread awareness of the movement. We have established a Twitter handle (@Back2Scratch) and Facebook page (www.Facebook.com/
Through public relations, we are spreading the news to the baking, cooking and foodservice trade and food-related consumer publications.
Are you planning to build an app for iPhone, Android and Blackberry where people can find Get Back to Scratch vendors?
We have discussed the development of a mobile app for the Get Back to Scratch directory and it is under consideration as the movement grows.
What's the advantage for bakeries to join/be listed on Get Back to Scratch?
The movement offers professionals and consumers the opportunity to join the movement, spread the word and share their passion for scratch-baked goods.
It offers an online outlet for businesses to promote their establishment and signature dishes; gain positive community awareness and visibility; enhance customer loyalty; drive sales to their locations; access unique and invaluable resources; and connect and engage with their peers and customers. Participants receive automatic entry into the Get Back to Scratch contest upon its launch.
• Once registered, a business’ information (e.g., location, contact information and signature scratch item) will be listed in the Get Back to Scratch online directory, fully searchable by colleagues and consumers.
• Businesses will receive a welcome kit equipped with a Get Back to Scratch T-shirt, window cling, stickers and takeaway cards to help promote their business as an official supporter of Get Back to Scratch.
• Businesses will be eligible for the Get Back to Scratch contest, and the welcome kit can help them to garner votes in the Get Back to Scratch contest.
• Supporters have the opportunity to participate in various blog posts and video content within the Get Back to Scratch online community.
Do you bake yourselves? What do you love to bake?
Most of the Get Back to Scratch launch team consists of amateur bakers. We all have a true passion for scratch-baked goods as well as wholesome, fresh ingredients.
What's your favorite cupcake flavor?
I’m a traditionalist. Nothing beats a chocolate cupcake with old-fashioned buttercream frosting.
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