Charting the Course: ABA’s Strategic Roadmap for 2024 and Beyond

Through engaging advocacy, impactful events, insightful, thoughtful leadership, and comprehensive industry trends research, ABA is well positioned to drive significant growth and innovation for its members.

Introducing the American Bakers Association’s five year strategic plan, aimed at elevating the commercial baking industry. This plan is the result of more than two dozen interviews with baking and supplier member leaders, survey feedback from over 150 members, 42 in-person listening sessions with members across the country, and in-person planning sessions with the entire ABA Board of Directors.

The resulting product is entirely dedicated to elevating the commercial baking industry and one that ABA is immensely proud of.

CORE IDEOLOGY

An important element of the planning process was refreshing ABA’s core ideology to ensure it was aligned with the current needs of its members. The ABA Board of Directors led the creation of the association’s new purpose, mission, and vision, with a determination to encourage the association to drive a focused and high value agenda for the industry.

Purpose – Champion the baking industry.
Mission – Grow, connect, and enhance the baking industry through compelling advocacy, events, and thought leadership.
Vision – The baking industry is the fastest growing segment of the food industry.

STRATEGIC GOALS LEADING THE BAKING INDUSTRY FORWARD

Through the many conversations with member leaders across the country and feedback on the planning survey, the topics of workforce solutions, consumer and customer expectations, and integration of technology were consistently the areas of greatest concern for the membership.

With the industry clearly stating where ABA needed to focus its efforts, the ABA Board of Directors developed three strategic goals for the organization:

Destination Workplace
Category Growth
Higher Level Impact

DESTINATION WORKPLACE

Creating and promoting an industry-wide workplace that is second to none.

For the Destination Workplace goal, ABA is committed to drawing on the guidance of member HR professionals to drive career awareness among potential talent pools on behalf of the industry and promote effective practices to help members maximize employee recruitment and retention in their respective campaigns.

Equipping baking and supplier businesses with high value resources and integrating executive thought leadership on workforce issues throughout ABA’s programming will be key drivers for this goal.

Objectives:

Promote effective practices to maximize employee recruitment and retention.
Drive career awareness among potential talent pools.
Impact policies that place limitations on the availability and retention of a dynamic workforce.

CATEGORY GROWTH

Positively positioning the industry with consumers and policymakers to grow the overall category.

For the Category Growth goal, ABA will lead efforts with non-profit organizations and federal, state, and local governments to improve food security in all communities. Elevating the story of baking businesses’ positive contributions to their communities as both neighbors and employers, ABA will promote the role baked goods play in policymaker and public consciousness.

Industry leaders will also be empowered to transform their companies with ABA’s refined focus on showcasing innovation opportunities and offering a forum for consumer trends insights.

Objectives:

Lead efforts to improve food security in all communities.
Empower industry leaders to transform their companies and the baking industry.
Promote the role baked goods play in policymaker and public consciousness.

HIGHER LEVEL IMPACT

Bolstering programs and services to ensure high value impact for the membership and the baking industry.

For the Higher Level Impact goal, ABA is dedicated to delivering a premium member experience through its high impact programs and services that are curated to meet the needs of the industry. With a commitment to protecting the interests of the baking industry and uniting partners for a common cause, ABA is committed to serving as the leader for the commercial baking industry and promoting community within the industry so that ABA can be the conduit for trusted business connections.

Another pivotal element to maximizing ABA’s value for its members is by fostering a strong association culture that promotes ABA employee development and longevity to ensure the retention of knowledgeable staff who are aligned with the baking industry culture.

Objectives:

Foster a strong association culture to promote employee development and longevity.
Deliver high impact programs and services.
Serve as the leader for the commercial baking industry.

HOW YOU CAN HELP

With the guidance of its members, this five-year strategic plan will help drive the industry to new heights and deliver unparalleled value to baker and supplier membership. Join the ABA Board of Directors as we advance this ambitious agenda for the commercial baking industry.

Activate your company’s HR representative to provide strategic direction on the workforce resources you need from ABA. Please share their contact details so they receive updates on ABA’s HR Professionals Task Force.
Your business’ story has a significant impact with Congress. Help ABA magnify its effectiveness on policy priorities important to your business:
- Where are your facilities? Share the locations in this confidential survey so ABA can better serve your interests with elected officials.
- Sign up for grassroots advocacy alerts so you can state your position on key industry issues directly to the elected officials representing you.
Be a part of the campaign to promote the baking industry’s positive contributions to its communities.
- Share the good work you’re doing for communities and employees in this brief survey. All responses are confidential and data will be aggregated.
Bring your latest innovations, technology, and thought leadership to the ABA stage.
- If you have research or technology developments that would benefit the ABA audience, submit those here for future events.