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In the heart of Seattle, Tres Lecheria has transformed from a cozy bakery into a major wholesale player, supplying grocery chains with their beloved tres leches cakes. This transformation is a testament to the vision and resilience of its co-owners, Vincent Beretta and Kevin Moulder.
Vincent’s early profession focused on selling cloud-based SaaS, but when he crossed paths with Kevin, a seasoned cake decorator, they used their individual skills to launch their first business enterprise. They began by opening Cube’s Baking Company, which focused on cube-shaped baked goods like “cupcubes,” pretzel cubes, and muffins. But it was their tres leches cakes that exploded in popularity and became a turning point. Vincent and Kevin focused on the product entirely, rebranding as Tres Lecheria. Listen to the episode below to listen to directly from Vincent.
Their decision to change to tres leches paid off. They landed a deal with New Seasons Market, expanding from one store to all 18 of the chain’s locations. That success was a springboard for further growth, as Tres Lecheria now has 80 stores and plans to expand to 80 more.
The transition from local bakery to wholesaler was not without its challenges. Vincent stressed the importance of maintaining product quality, even with co-packers (corporations tasked with packaging products for their customers), to satisfy growing demand. “Nobody is going to treat your product as well as you treat it yourself,” he said, emphasizing the need for rigorous quality control.
Vincent knows that Tres Lecheria customers have high standards and are not afraid to contact him with concerns. He shared how customers act as “cheerleaders” and even “snitches,” providing invaluable information about product performance and store displays.
“Now we hear from everyone,” he said. “Customers let us know if a store doesn’t have a flavor they like or if there’s a problem with product display. Their feedback is invaluable.”
Financial capability he also played a key role in guiding the growth of Tres Lecheria. Vincent stressed the importance of constructing data-driven decisions as they expand.
“You have to track your spending and know your numbers,” he emphasized. “That’s the only way to confidently say what products to invest in.”
As your corporation prepares to expand into latest counties or even states, Vincent cautions other entrepreneurs to concentrate on how they plan to expand geographically. Testing the waters with a temporary location or other promotions will help businesses determine the demographics of each area and whether or not they align with their goal market.
“Can you run ads that draw attention to this area?” [to a different location]?Can you do a pop-up every now and then, like a farmers market in a place you desire to try? We had a little little bit of trouble with that when we were attempting to expand to California. You cannot at all times replicate the very same thing that made you successful. Every situation is going to be different. There’s going to be a different type of luck or misfortune involved.
The journey of Tres Lecheria is a testament to the power of adaptation and customer engagement. As they grow, Vincent and Kevin remain committed to those core values:
- Adapt and change direction. Be prepared to alter your focus based on market demand and product performance. Sometimes narrowing right down to a specific product or service can change into a successful area of interest.
- Maintain the quality. Ensure that product quality stays high, whilst you scale. Interview partners involved from production to distribution about their quality assurance procedures to make sure the final product meets your standards.
- Engage your customers. Use customers opinion to guide product development and business decisions. Knowing your customers as your corporation grows will assist you stay relevant and maintain your loyalty.
- Plan your development. Anticipate future needs and build capability accordingly. Think about where you will likely be in three years and how much space, supplies, and staff you’ll need.
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Editorial contribution by Kristi Lindahl
This article is a part of our America’s Favorite Mom & Pop Shops™ series, where we feature family-owned businesses.