Article: Bettering the bread machine. (The Business of Better Bread Machine Bread forum held in San Diego, California)

SAN DIEGO--A $350 million category, the bread machine business is thriving, but there is still much room for improvement, the industry's leaders said last week at The Business of Better Bread Machine Bread forum.

The forum was coordinated by Ann Parrish, president of Innovative Cooking Enterprises, who said she saw a need for interaction between members of the industry. Panelists included cookbook authors, bread machine, yeast and flour suppliers and retailers.

Retailers and manufacturers need to focus more on marketing, better educating consumers and standardizing bread machine terminology, in order to increase the near-10 percent household penetration of bread machines, ...

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