TINLEY PARK, IL — Six years into her career with Retail Bakers of America (RBA), Marissa Sertich Velie is now at the helm of the association as its new executive director. A pastry chef and baker by training, she previously served as the association’s education and certification director.
Velie highlighted how education, which has always been her passion, and her baking background will shape her next steps and support her overall goals for the association’s future.
“There’s even more opportunity to expand my focus on community building among retail bakers that is so inherent within education,” Velie said. “I believe education comes in many forms, from networking and learning from our peers to traditional hands-on sessions. I hope to provide new and meaningful ways to offer our members resources that help them.”
To amplify those initiatives, RBA recently launched an internal business networking roundtable that contains smaller cohorts within the retail baking community and increased the number of bakery tours the association offers. Velie emphasized the value for RBA members to see other retailers in action and witness their operational methods.
“The industry is smaller and more connected than we may think, and there is a synergy between culinary educators and what students may be learning in the classroom about retail operators and wholesalers,” Velie noted, “and it’s one of the reasons I love the International Baking Industry Exposition (IBIE).”
“Retail bakeries are an important pillar of communities. To highlight and celebrate this is something I want to bring to RBA. Nothing can replace the value of small business.”
As RBA is a partner of the baking expo, Velie recognized that IBIE is one of the few times wholesalers and retail manufacturers are under the same roof and emphasized how that gathering provides a wealth of knowledge for people in all stages of the industry.
With RBA entering a new era, Velie noted key objectives she wants to achieve. For example, she plans to facilitate growth in the association’s resources and member count as well as help retail bakers navigate advances in AI. With the use of AI, bakers are better equipped to predict consumer behavior and sales projections. Relative to this sphere, Velie commented on the industry’s new accessibility to smaller-scale automation and technology, such as edible printing, as trends to watch as the association incorporates them into RBA’s educational programs.
“The industry is very dynamic, and it’s my goal to keep RBA relevant as the industry changes,” Velie said. “Over the past five years, particularly since the pandemic, I think the way that business is conducted has really transformed with the integration of new technologies into the bake shop, both front of house and back of house.”
Velie reiterated the importance of building community and interaction within the organization, placing an emphasis on member connection.
“Retail bakeries are an important pillar of communities,” she concluded. “To highlight and celebrate this is something I want to bring to RBA. Nothing can replace the value of small business.”
