Chabaso Launches Rebranding Initiative, E-Commerce Platform

With a mission to “contribute to a healthier and better tomorrow,” family-owned East Coast bakery Chabaso has launched a rebranding initiative, featuring a new logo, refreshed product packaging and its first e-commerce platform.

Based in New Haven, Conn., Chabaso provides healthy, non-GMO ciabattas and artisan breads for grocery retailers and foodservice programs. As part of the rebranding campaign, spearheaded by CEO Trish Karter, the company has shortened its name (formerly Chabaso Bakery) and introduced a new tag line, “Bakers of a better world,” to reflect Chabaso’s commitment to both high-quality bakery products and leaving a positive social and environmental impact, according to a company statement.

“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,” Karter said in a statement. “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 into our choices.”

The updated name and tag line are now featured on Chabaso’s redesigned product packaging, which also includes simple, sophisticated graphics and bold colors of green, yellow, purple and orange to signify the bakery’s various flavor profiles.

In addition, the company’s new e-commerce platform offers nationwide online ordering and delivery of Chabaso bread gift bundles, including Boule, Ciabatta, Energy Grain, Oval and Slightly Sweet varieties. The breads can be wrapped and frozen to save for months and can be delivered overnight if ordered by noon the day prior, with pricing starting at $25 plus shipping.

The company also said this year that it plans to offer consumers the chance to receive advance samples of new concepts and be a part of the product development process.

“It’s always time for reinvention and challenging ourselves to come up with something even better than the best ciabatta in production,” Charles Negaro, Chabaso founder and chairman, said in a statement. “We also are doubling down our mission of being bakers for a better world, 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.”