There is a gluten-free bakery close to me called 2B Whole. I have been there two or three times. I have not spoken to the owner, but I know something about her background.
On the “about me” page there is a story about how she started the bakery because she could not find baked goods for her kid’s allergies. The boys work for the bakery now.
Why Stories?
We all like to hear the background of entrepreneurs. We can better relate to stories. By understanding the experiences, we feel a better connection to the bakery and the owner. Because of her story, I trust that the bakery does all it can to prevent cross-contamination of gluten within her bakery.
The brand of 2B Whole relates to the story. Her background is unique and the brand differentiates itself this way.
I don’t know if the owner wants to expand, but is she does, she needs to continue with the story. Even if she can’t be at every store or retail location, the brand will be represented by her background. It is what differentiates herself from other gluten free stores.
For potential acquirers of these healthy food brands, it is important that the brand continues with the story. Getting rid of this background will commoditize the brand. The brand gets generic and the value gets diminished.
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