I now know more about costs in my business than I ever did. We’ve had to become more analytical and decisive.”


- SEBASTIAN GOODING, CEO OF DITSCH


it’s part of his belief system,” Dell remarked. “It creates uncertainty, and you can’t run a business on uncertainty.”


The ABA has been actively lobbying in


Washington. “We have staff and outside lobbyists working on this daily,” Dell said, adding that education is key. “We’re making sure lawmakers understand the real-world impact of tariffs on our industry.”


Consumer behavior: Complex and contradictory


All three panelists highlighted a paradox in consumer spending. As inflation bites, shoppers are becoming more price-sensitive, but not always in predictable ways. “Premium brands are doing well,” Dell


noted. “At the same time, private label and value brands are seeing growth. It’s not just about price—it’s about value.”


American consumers under pressure, but still indulging


Eric Dell brought a broader industry-wide and political lens from the U.S., where the ABA represents the full spectrum of the baking supply chain—from millers to equipment manufacturers. He pointed to a sobering statistic: “94% of American consumers are concerned about inflation and prices.” Though dollar sales are up, volume is down, indicating a cautious consumer base. Still, there is resilience. “Even though


they’re concerned, consumers still say, ‘We want that sweet good, we want that treat,’” Dell said. “I was surprised by how positive bakers were at our recent convention. They said, ‘We’ve been through worse. We’ll get through this.’”


Tariffs: A political wildcard


The discussion naturally turned to the return of Trump-era trade tariffs, recently reintroduced under the current U.S. administration. “The president likes tariffs—


bakeryproduction.co.uk Kennedy’s Bakery Production June/July 2025 15


Kleiner added that even in a discount- driven German market, consumers are still buying “cake and other treats not on their shopping list. It shows they have money, but they’re cautious.”


Gooding framed it as a new kind of consumer consciousness: “The conversation is no longer just retail vs. discount—it’s lifestyle. People want value, which doesn’t


always mean cheap. It might mean quality, ethics, or experience.”


Looking ahead: A cautious optimism As the panel wound down, the mood remained positive, despite the looming uncertainty. “If I was going to be anywhere to go through a crisis, I’d be in the baking industry,” said Gooding, drawing applause from the audience.


energy, and resilience.” Kleiner agreed: “Germany has a new government. The economy has challenges, but we’re strong. We will find a way.” Dell, too, struck a hopeful tone. “We just need some certainty. Even if we don’t agree with the policies, having consistency allows us to plan and grow. And in every challenge, there’s an opportunity.”


The panel closed with mutual       baking industry’s enduring spirit. As Kleiner put it, “We employ hundreds of thousands of people, support millions more, and feed the world. We’ll keep investing, innovating, and moving forward.” At a time when global politics and economics seem anything but predictable, the baking industry may well offer a model of how to rise—like dough—under pressure.


“There’s so much innovation,


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