Why artisans and independent bakers beat big retailers by choosing quality, story, and real connection. It’s not about being cheaper. It’s about being better and about building your brand one decision at a time.
Walk into any supermarket today and you’ll find perfectly shaped croissants, oat lattes in sleek cups, and packaging that looks handmade. It seems artisanal, until you turn it over and read what’s inside. Behind the style? Big systems. Mass production. Private labels. Everything designed to look premium without being it.
And for the artisan? That’s the challenge. You’re not just competing with the bakery next door anymore. You’re competing with factories, platforms, and marketing machines. But here’s the truth: you don’t beat giants by playing their game. You beat them by doing what they can’t. By making better choices.
The Real Cost of “Good Enough”
When money gets tight, it’s easy to start trimming. Cheaper ingredients. Less detail. A little shortcut here or there. But every shortcut adds up.
Take margarine. It works. It’s cheaper. But it doesn’t taste like much. And it’s packed with things your customers don’t want—palm, hydrogenated fats, additives, stabilizers. Compare this with Be Better. A plant-based butter made for chefs. Clean, low processed, palm-free. Designed to bake like butter and to offer the same rich mouthfeel and flaky and crunchy texture. And with zero harm to animals and rainforest. Yes, it is double the price, but per croissant, the difference is €0,15 – €0,20. That small choice changes the whole story. Suddenly, your product feels different. Your story sounds different. Your price makes sense.
Because here’s the point: you are the brand. And your brand is built from every single choice you make.
You Are the Brand. Every Choice Tells the Story.
As an independent baker or maker, you don’t just sell products. You sell meaning. The butter you choose. The flour you prefer. The style of pastry you put in your window. It all speaks. It says something about what you care about, how you work, who you are. People don’t fall in love with businesses. They fall in love with the people behind them, and the care that goes into every decision. That’s your power.
A supermarket might sell something that looks similar. But it’s built for efficiency. Yours is built with intent. Look at other industries. Coffee: Supermarket pods are everywhere, but people still travel for a flat white at their favourite indie cafe. Food: Supermarket sourdough? Shelf-stable and bland. Real bakers keep crust and culture alive. It’s the sum of small choices that creates something worth caring about.
Strategy: How to Beat Big with Better
- Choose ingredients that reflect your values. Every one says something. Pick the ones that show what you stand for.
- Turn your decisions into stories. Don’t just serve the pastry. Talk about the flour, the butter, the process. Let people see the care.
- Set trends instead of following them. Don’t try to copy retail. Be a step ahead. Be seasonal. Be different.
- Charge what you’re worth. If it costs more to make something better, own it. People will pay more for something real.
- Stay human. That’s what they can’t copy.
The Trap of Convenience
Let’s be real. Convenience is powerful. Amazon delivers tomorrow. The supermarket is open late. A croissant for one euro? Tempting. But it comes with a cost. Convenience is killing craft. It’s emptying the streets of small shops. It’s turning food into a product and stripping away the human side of the story. Supermarkets don’t know your name. Apps don’t remember your order. Big brands don’t remember your face.
You do.
You are the reason someone walks ten minutes further. Pays a bit more. Tells a friend. Comes back. Because your product is better—and your presence matters.
It’s All in the Choices
You are the brand. And your brand is built from everything you do. The pastry you offer. The fat you use. The price you ask. The story you share. Retail moves fast. But it lacks soul. You can’t out-price or out-scale them. Beat them by out-care them.
Make better choices. Tell better stories. And bake like it matters.
If this makes sense, do share it. And if you’re making bold choices in your bakery or brand—I’d love to hear about them.
BETTER BRAND 
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