New Haven, Conn. – Chabaso, a family-owned bakery specializing in ciabattas and other artisan breads, is launching a new chapter of growth and innovation identified with a rebranding effort, including a new graphics package and website that includes the company’s first ever ecommerce platform.
“It’s always time for reinvention and challenging ourselves to come up with something even better than the best ciabatta in production,” said Charles Negaro, Founder and Chairman of Chabaso. “We also are doubling down our mission of being bakers for a better world, well beyond the bread and our business practices, but in the community as well, from our neighborhood to our colleagues who are also rethinking the food system. We are keenly interested in nutrition. We want to contribute to a healthier and better tomorrow – with bread. I’m pleased to share that our CEO Trish Karter is leading the charge on this more ambitious mission.”
The new branding for Chabaso is minimalist and modern, including a simplified business name (formerly Chabaso Bakery) with an updated logo, and a palette of bold but edible colors, rooted in flavor profiles that run through the Chabaso ovens daily. Simple but elegant graphics communicate the value proposition of sophisticated, clean and healthy food, beautifully made. The colors identify not only the flavor profiles, but also bring fun and a design-forward liveliness to the in-store bakery. Chabaso’s rallying cry – “Bakers for a better world!” – reflects the company’s energetic commitment to providing high-quality, healthy products while making a positive social and environmental impact – a triple-bottom line approach.
The company’s first ever e-commerce platform, launching today, gives bread lovers nationwide the opportunity to have the country’s best ciabattas and other artisan breads heated up in their own oven to serve up as the foundation for a great meal and conversation. The breads can also be wrapped and frozen for months and served for a great meal on a later occasion. The initial offerings include five gift bundle options, delivered overnight if ordered by noon Monday – Thursday, starting at $25 plus shipping. Initial offerings include a gift box of the four original ciabatta flavors as well as an Energy Grain Bundle (featuring all whole-grain products), a collection of slightly sweet breads (including Chocolate and Fig & Oats) and more. In 2019, the company plans to offer consumers the chance to receive advance samples of new concepts and be part of the product development process.
“One of the reasons I said yes to Charles’s invitation to help him reinvent Chabaso was his already-significantly philanthropic and innovative history. I saw an opportunity to take this wonderful company and do much more with it on the social impact front while expanding its track record in product excellence and market leadership,” said Karter. “I believe in values-driven companies but also in transparency and advocacy for what we believe in. We want our customers to know the whole story and choose us not only for our wonderful baking, but for the principles we bake in to our choices.”
“Trish brings more than 25 years of experience in entrepreneurship, operations, sales, brand building and doing good in this world,” added Negaro. “She was Co-Founder and Chief Deer of the much-loved Dancing Deer Baking Company. Plus, she’s an artist and an athlete who holds an age group record for cycling up Mt. Washington and across the US. Her creative energy is infectious and inspiring, and our entire team is over the moon to welcome her to the Chabaso family.”
For more information about Chabaso, including the company’s storied history, visit chabaso.com.
Chabaso is a family-owned bakery located in New Haven, Connecticut, specializing in ciabattas and other healthy artisan breads. Chabaso was founded more than 30 years ago by Charles Negaro when he started baking breads for his business Atticus Bookstore Cafe, located in the iconic Yale Center for British Art building in downtown New Haven. Chabaso uses carefully-sourced non-GMO ingredients, more than 20 hours fermentation on all breads, hand-finishing and traditional hearth ovens. Chabaso breads are sold in grocery and specialty stores throughout the Eastern US. For more information, visit chabaso.com. The company can also be found on Facebook (@chabasobakery), Instagram (@chabasobakery) and Twitter (@chabasobakery).