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On this week’s episode of Brave Commerce, Esi Seng, CEO of Tate’s Bake Shop, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss scaling an acquired brand.
Seng shares the remarkable story of Tate’s Bake Shop and how founder, Kathleen King, created the cookie brand. She talks about the brand’s more recent acquisition by Mondelez, and how as CEO, she has maintained a keen focus on culture in this process. She discusses the integration and the power of empathy between the acquirer and acquiree.
Further, she talks about Tate’s Bake Shop’s unique experience aligning their DTC efforts with their B-to-B efforts, and the differences between selling with retailers and in their in-house bake shop. Seng then emphasizes the importance of DEI on every level of the business contributing to the brand’s success.
Stream the new episode below, listen and subscribe on Apple Podcasts, or find it on Spotify.
