Bakedin – Breaking bread with…Joe Munns

International Bakery interviews Joe Munns, founder and CEO, Bakedin, for its latest quick fire interview.

If you could change anything in the industry what would it be? 

As a new brand it’s so hard to get your products in front of buyers in the large retailers. The market leaders have sales and marketing budgets that make it tough to get a foot in the door, so I’d figure out a way to level the playing field for the challenger brands and let true innovation stand out.

What three traits define you? 

Creativity, enthusiasm and impatience

What’s the coolest (or most important) trend you see today? 

The move towards direct to consumer selling. It’s a massive opportunity for the brands that really know their customers.

How do you define success? 

From a business point of view, I see success as making customers, employees and shareholders happy, in equal measures.

What made you want to work for the industry? 

I spent my early career working in IT but wanted to do something I was genuinely passionate about – that was either going to be in the baking or golf industry. Given I wasn’t good enough at golf, the food industry won!

What would you most like to tell your 13-year-old self?

Advice is just somebody’s opinion, it’s not always right. I guess they then have to decide whether to take that advice or not!

If you could meet anyone, living or dead, who would you meet? 

Tiger Woods. In my opinion he’s the most successful sports person in my generation, and playing a round of golf with him would be a dream come true!

What’s your favourite aspect about working in the industry?

There is so much room for collaborations between complimentary brands in Bakery. We’ve just launched a co branded baking kit with Nutella, and I love the creative process of bringing the two brands together.

What was the best piece of advice you ever received? 

Never underestimate the importance of relationships in business. Good “people skills” are invaluable and the relationships we’ve built as the business has grown play a large part in our success.

Where do you see yourself in five year’s time?

I see myself leading a global homebaking company with hundreds of thousands of subscribers to our monthly boxes.


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Media contact

Kiran Grewal
Editor, International Bakery

Tel: +44 (0) 1622 823 922

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