For Subscribers

On the Rise

Bread businesses are making a post-Atkins comeback.

By April Y. Pennington

Opinions expressed by Entrepreneur contributors are their own.

The low-carb fad is slowing down from its once white-hot streak,and everyone from diet dabblers to the low-carb hard-liners--myselfincluded--are now sneaking their hands back into the carb jar for ataste of the forbidden fruit--or maybe just a piece of bread. InFebruary, the Grain Foods Foundation launched a public educationcampaign, Grains for Life, in an effort to extol the manynutritional virtues of breads and grains. With that PR boost, thebread industry seems poised to counterattack the low-carb blow. Asbread businesses ready themselves for a comeback, entrepreneurs areright there at the front lines.

Wendy Born and James Barrett say no to vendors offering low-carbflour to Metropolitan Bakery, their Philadelphia business. Theowners of the artisanal bakery decided education would be the besttool to battle against the 15 percent drop in sales theyexperienced during the Atkins craze. Says Born, "We havefliers to explain what our breads are, the differences betweenwhole grain and white flour, and how bread is burned in thebody." Training their staff to discuss the merits of bread hashelped customers who may have shunned bread to see the good inwhole grains. Since then, Born, 53, and Barrett, 42, haveexperienced an enormous boost in sales of multigrain bread, wholewheat bread and cracked wheat sourdough bread--they project 2005sales of $3 million for their four stores.

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.


6 Secret Tools for Flying First Class (Without Paying Full Price)

It's time to reimagine upgrading. Here's how to fly first class on every flight, business or personal.


8 Things I Discovered While Working With Affluent Clients in New York City

After a decade working with the 1%, I learned that they have common traits.

Thought Leaders

The Collapse of Credit Suisse: A Cautionary Tale of Resistance to Hybrid Work

This cautionary tale serves as a reminder for business leaders to adapt to the changing world of work and prioritize their workforce's needs and preferences.

Business News

I Live on a Cruise Ship for Half of the Year. Look Inside My 336-Square-Foot Cabin with Wraparound Balcony.

I live on a cruise ship with my husband, who works on it, for six months out of the year. Life at "home" can be tight. Here's what it's really like living on a cruise ship.

Starting a Business

A Founder Who Bootstrapped Her Jewelry Business with Just $1,000 Now Sees 7-Figure Revenue Because She Knew Something About Her Customers Nobody Else Did

Meg Strachan, founder and CEO of lab-grown jewelry company Dorsey, personally packed and shipped every order until she hit $1 million in sales.