Jenni Ritchie believes that the pandemic was the push she needed to take her business to new heights.
Ritchie, owner of Superior Bakes, has been based out of Synergy Fitness since 2018, but with the constant closure of fitness centres triggered by a series of lockdowns, the mom of two says she started to think about what business could look like during and beyond present day confines.
“It felt like I had this tiny space to breath. I started to think about how we could make some changes and reach more people,” she says. “I really wanted to stay true to the basis of what I do, using fresh, simple ingredients, no white flour, no white sugar—just continuing to provide healthier options.”
Ritchie, who provides keto-friendly and high protein desserts ranging from cakes, cookies, cupcakes, loaves, muffins, brownies, cheesecake and protein balls, went the route of many other food service companies by adding a curbside pick-up option and delivery service. She’s also expanded into grocery stores throughout the district of Thunder Bay and in Manitoba.
Currently she’s in the process of working out a shipping model to accommodate online orders from a longer distance and in the fall, she plans to move into the Goods & Co. Market. In this new location, Ritchie envisions having an interactive set-up with an open concept kitchen. Customers will be able to watch Superior Bakes staff make products in real-time and ask any nutrition-related questions they might have.
“Goals are important to me,” she says. “And when thinking about future goals, it comes down to not only surviving, but thriving. I’m excited about this. I think the market will be a really cool vibe.”
And Ritchie notes that while she’d eventually like to get to a place where her brand has national recognition, it’s important to her that she is able to provide a number of long-term jobs in the Thunder Bay community and contribute to the local economy. She also has a message for residents: her products aren’t just beneficial for people on the keto diet.
“My business was started with healthy living in mind,” Ritchie says. “I know that there’s some people out there who have diabetes or they’re celiac. These treats are safe for them too. The point is that everyone deserves to be able to enjoy a super delicious treat.”
