Selling Bread in a Cost- Carb-conscious World: The Case of Jax Bread Co.
Abstract
In spring 2024, Nana Bonsu-Hammond, founder and owner of Jax Bread Company in Jacksonville, Florida, was interviewed by a local public radio station. The interview asked her to consider the new challenges her company faced, notably shifting consumer preferences and expectations. Jax Bread Co. was a unique bakery that provided its customers with sustainable, preservative-free products. She needed to understand customer preferences to determine the most effective way to promote the company and grow her clientele.
Fields of Study & Subjects
Marketing and Advertising Strategies
Business Strategies and Innovation
Environmental Sustainability in Business
Publication details
- Journal / source
- Journal of critical incidents
- Volume
- 18
- Issue
- 1
- Pages
- 126–126
- Publication date
- 20 January 2026
- Language
- EN