Chabaso, a family-owned bakery in New Haven, Connecticut, is launching a new chapter in its history with a rebranding effort, including a new graphics package and website that includes an e-commerce 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 includes a simplified business name (formerly Chabaso Bakery) with an updated logo and a “palette of bold but edible colors.”
The company’s first ever e-commerce platform gives customers nationwide the opportunity to purchase ciabattas and other breads to heat up in their own ovens. The initial offerings include five gift-bundle options, delivered overnight if ordered by noon Monday-Thursday, starting at $25 plus shipping.
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 into 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 Co. Plus, she’s an artist and an athlete who holds an age group record for cycling up Mt. Washington and across the U.S. Her creative energy is infectious and inspiring, and our entire team is over-the-moon to welcome her to the Chabaso family.”
Chabaso was founded more than 30 years ago by Negaro when he started baking breads for his business, Atticus Bookstore Cafe, located in the Yale Center for British Art Building in downtown New Haven. Chabaso uses 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 U.S.