In 2012, the Baron family sold their granola and gluten-free businesses, as well as their company name, Udi's Foods, to Boulder Brands. As of July 2014, the Barons can no longer use the name "Udi's Foods." So, earlier this year, the Baron family asked their loyal fans and members of the food community for their help determining the company's new name. Thousands of entries were submitted of which the Baron's chose three finalists based on relevance to the brand and the family's heritage.
The support for all three finalists prompted the Barons to alter their plans to take one new company name. Instead, they decided to adopt all three fan favorites: Izzio, Etai's, and Silvi's. The Baron Family also created an umbrella parent company name, Baron Group.
"Initially we were in search of one company name," said Etai Baron, CEO, Baron Group. "When we received positive feedback about not just one, but three possible company names, we were inspired to zig when we originally planned to zag. We've now created sub-brands for each different business using all three names."
The artisan bakery is now "Izzio Artisan Bakery" inspired by head baker, Maurizio Negrini. The cafes and catering business are jointly called "Etai's Cafes and Etai's Catering" after the company co-founder and now CEO, Etai Bar-on, and the full-service restaurants are now "Silvi's Kitchen," after Udi Baron's mother.
"We have personal connections to each of the new company names and so were a little surprised to see them offered by fans," said Etai Baron, CEO, Baron Group. "It truly takes a village to build a brand and our fans have showed us a tremendous amount of support. The collective future of Baron Group, Izzio, Etai's and Silvi's is bright."
Because three names were chosen for the brand, the company is awarding three grand prizes. Each grand-prize winner will receive a party for 20, worth up to $1,000.
Baron Group will continue the public celebration of their success by hosting a series of parties at each of their restaurants and cafe locations as they raise each new name and logo. The Baron's final farewell to Udi's Foods will be a block-party style celebration scheduled for mid-June.
"There is no doubt that the company we sold, Udi's' Gluten Free and Granola, will continue to play an important role in people's diets and food choices for years to come," said Baron. "We look forward to watching our former brand grow and prosper - this time from a distance."
For more information about Baron Group, Izzio Artisan Bakery, Etai's Cafe, Etai's Catering, and Silvi's Kitchen, please visit www.barongroupfoods.com.