Bountiful Bread at a glance

Location: Albany, N.Y.

Primary business: retail

Number of locations: 1

Key personnel titles: Mark Burgasser and David White, co-founders; Patrick Teeter, general manager; Josh Olcott, chef

Product line: breads, rolls, cookies, Danish, muffins, brownies, cupcakes, coffee cakes, individual tarts, cinnamon rolls, scones, sandwiches, soups and salads

Sales breakdown: lunch items, 69%; breads and rolls, 4%; cookies, brownies and bars, 8%; breakfast muffins, buns, breads and cakes, 5%; tarts, cupcakes and mini-cakes, 2%; wholesale, 12%

Facility size: 4,500 sq. ft.

Production methods: scratch

Major equipment: vertical and spiral mixers, bread and bun dividers, baguette moulder, deck oven, convection oven, refrigerator, freezer, refrigerated service and self-service cases, bread slicer

Bountiful Bread a sampling of prices

Matching marketing dollars to a mission

When it comes to allocating its marketing dollars, Bountiful Bread co-founders David White and Mark Burgasser prefer to put their money where their mission is. Community service is a big part of business at the Albany, N.Y. bakery. And commitment to the community led to the development of the company's ongoing “Cupcakes That Care” campaign.

Every month, excluding November and December, Bountiful Bread donates $1 from the sale of every regular size, 7-oz. cupcake to a local charitable organization. The bakery has supported the American Cancer Society for 11 years, says Bountiful Bread's Community Outreach Specialist Marjie Rekoon-Burgasser, and now is planning to showcase and raise funds for a different local non-profit each month.

The colorful, elaborately decorated cupcakes; available in chocolate, vanilla and red velvet filled and iced with fudge, cream cheese, buttercream or jam, and topped with a wide array of candies, cookies and nuts; are prominently displayed near the bakery's cash register. Point-of-purchase signage at the register and throughout the store explains the campaign and counter personnel remind customers as they check out.

Press releases from the bakery alerting the media to the effort have resulted in a good deal of local coverage, Rekoon-Burgasser notes. Information about the campaign also is included on the company's Web site.

Aside from the caring cupcakes, Bountiful Bread supports community-based non-profits all year long through donation of product and gift cards for auctions.