Joseph's Bakery

What Joseph's Bakery does

Joseph's Bakery, legally Middle East Bakery, Inc., is a U.S. pita and flatbread manufacturer founded in 1972 by Joseph Boghos, a Syrian immigrant in the greater Boston area. The company operates a 150,000-square-foot manufacturing facility in Lawrence, Massachusetts, with more than 300 employees, and produces a portfolio of flatbread products including pita breads, lavash, wraps, tortillas, naan, pizza dough, pancakes, and gluten-free items. Core formulations are built on an authentic Syrian recipe updated with health-focused ingredients such as flax, oat bran, and whole wheat, and all products are made vegan through the use of plant-based L-Cysteine. The company is majority women-owned and led by the third generation of the Boghos family.

The business runs a multi-channel go-to-market combining direct-to-consumer e-commerce at shop.josephsbakery.com (with a subscription program offering 12% recurring savings), wholesale distribution to resellers purchasing 5+ large cases, a foodservice and private label manufacturing program, and broad retail distribution through chains including Walmart, Target, Whole Foods, Albertson's, Publix, Wegmans, Stop & Shop, Safeway, Harris Teeter, Jewel Osco, and Meijer, as well as online marketplaces (Amazon, Amazon Fresh, Walmart.com, Instacart). The company holds SQF Level 3, Organic (QAI), Kosher, and Whole Grains Council certifications, supporting both branded and store-brand production for restaurants, schools, and food service operators. In November 2024, Joseph's Bakery acquired the Tumaro's brand, expanding its wrap portfolio with bold-flavor and Keto Certified offerings available in over 6,000 retail locations and e-commerce channels.

Sustainability and community programs include an 8% reduction in plastic packaging (equivalent to 5.2 million fewer bags annually), a 30% reduction in electrical consumption via LED conversion, and a partnership with Bright Feeds that repurposed 3.4 million pounds of flatbread food scraps into animal feed, alongside donations of over 250,000 packages to Lazarus House food pantry since 2020. Pricing is zone-based for DTC orders within the continental U.S., with subscription, one-time purchase, and expedited options. Wholesale pricing is contractually structured around a 5+ large case minimum commitment.

Name

Joseph's Bakery

Legal name

Middle East Bakery, Inc.

Website

https://josephsbakery.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

251–500 employees

Short description

Joseph's Bakery, founded in 1972, is a U.S. pita and flatbread manufacturer in Lawrence, MA, producing health-focused pita, lavash, wraps, and private label products. It sells through major grocery chains, online marketplaces, foodservice, and its own DTC subscription shop.

Ownership category

akta.pro rank

Product category

Flatbread and Pita Manufacturing

NAICS

Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Bread & Rolls Manufacturing (AFAKAAAA)

akta.pro secondary industries

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM)

Keywords

• Pita bread manufacturing
• Flatbread production
• Private label bakery
• Foodservice bread supply
• Wholesale bakery products

Headquarters

HQ city

Lawrence

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Online Sales: E-commerce sales through company-owned online bakery shop with subscription and one-time purchase options. Orders ship fresh Monday-Friday from Lawrence, MA facility.
2. Wholesale Distribution: Wholesale program providing discounted pricing to resellers purchasing 5+ large cases of fresh product on regular basis. Covers Amazon resellers, C-stores, retailers, foodservice operators, and distributors.
3. Retail Grocery Sales: Products sold through major national and regional grocery chains including Walmart, Target, Whole Foods, Albertson's, Publix, and others. Products positioned in deli, bakery, and bread aisles.
4. Foodservice and Private Label: Custom manufacturing for foodservice applications and private label offerings for store brands. Capabilities include wraps, tortillas, pita, lavash, naan, pancakes, pizza doughs, and gluten-free products.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

Joseph's Bakery manufactures pita breads, lavash flatbreads, wraps, tortillas, naan, pancakes, and pizza doughs in a 150,000-square-foot facility in Lawrence, MA, using an authentic Syrian recipe updated with flax, oat bran, and whole wheat. The company sells its branded products through major U.S. grocery chains, an owned D2C online shop, and online marketplaces, and also operates a wholesale program and a private label/foodservice line that custom-manufactures bread products for retailers, restaurants, and schools.

Product overview

Joseph's Bakery is a leading U.S. pita bread brand offering a portfolio of flatbread products including pita breads (Flax/Oat Bran/Whole Wheat, Original, Mini, and Simply Baked varieties), lavash flatbreads, and wraps (Flax, Gluten Free, Original, and Multigrain). The company operates a single unified product line centered on authentic Syrian flatbread recipes updated with health-conscious ingredients. In November 2024, Joseph's Bakery acquired the Tumaro's brand (known for bold flavor wraps with Keto Certified options), expanding the portfolio with an acquired brand that complements the core flatbread offerings through the Tumaro's Carb Wise and specialty wrap lines. The company also offers private label and foodservice products including tortillas, naan, pancakes, and pizza doughs.

Differentiator

Problem solved

Functional benefit

Brands

• Tumaro's: Bold flavor wraps with wellness appeal, Keto Certified options, available in over 6,000 retail locations and e-commerce channels.

Products and services

• Joseph's Pita Bread (Flax, Oat Bran & Whole Wheat; Original; Mini; Simply Baked varieties)
• Joseph's Lavash Flatbread (Flax, Oat Bran & Whole Wheat; Honey Wheat; Classic) Versatile lavash flatbreads usable for sandwiches, wraps, pizza crusts, and more, baked with signature healthy benefits and available in multiple grain variants.
• Joseph's Wraps (Flax, Oat Bran & Whole Wheat; Gluten Free; Original & Multigrain; Mini Pita Snacks) Soft wraps in multiple varieties (including a gluten-free option) positioned as a healthier alternative to sliced bread for breakfast burritos, fajitas, snacks, and meals.
• Tumaro's Brand Wraps (including Keto Certified Carb Wise Wraps) Bold-flavor wraps acquired by Joseph's Bakery in November 2024, featuring Keto Certified options with wellness appeal, distributed in 6,000+ retail locations and e-commerce channels.
• Private Label & Foodservice Bread Products (wraps, tortillas, pita, lavash, naan, pancakes, pizza doughs, gluten-free) Custom-manufactured bread products (wraps, tortillas, pita, lavash, naan, pancakes, pizza doughs, gluten-free items) supplied under store brands and to restaurants, schools, and other foodservice operators.

Quantifiable outcome

• 3.4 million lbs of product donated over 2 years through food waste repurposing
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Tumaro'scoreStrategic or Co-development Partner · 1 November 2024Joseph's Bakery acquired Tumaro's brand in November 2024, building on a 10-year co-packing partnership. The acquisition unites two brands with complementary positioning—Joseph's as the leading pita bread brand and Tumaro's as a bold flavor wrap brand with wellness appeal. Joseph's is investing in Tumaro's growth through formulation improvements, refreshed packaging, Keto Certified options, and increased promotional support.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Krinos Foods: U.S. distributor/manufacturer of Mediterranean and Middle Eastern foods including pita bread, lavash, and flatbreads. Comparable as a pita/flatbread brand serving U.S. retail grocery with overlapping ethnic flatbread positioning to Joseph's authentic Middle Eastern product range.
• Ole Mexican Foods: Manufacturer of tortillas, wraps, and Mexican flatbreads with national retail distribution. Directly comparable in flatbread manufacturing, retail grocery channel relationships, and wrap/tortilla category overlap with Joseph's wrap product line.
• Mission Foods: One of the largest U.S. tortilla and wrap manufacturers, producing wraps, pita, flatbreads, and similar dough-based products for retail and foodservice. Comparable as a scaled flatbread/wrap competitor with overlapping wraps and tortillas SKUs across major U.S. grocery channels.
• Flatout Bread: Brand of healthy flatbread wraps and foldable flatbreads (including protein and keto variants) sold in U.S. retail grocery. Comparable to Joseph's/Tumaro's in targeting low-carb, high-protein, and wellness consumers with flatbread/wrap SKUs.
• Athens Foods: Manufacturer of phyllo dough, pita bread, flatbreads, and wraps under the Athens and Crescent Rolls brands. Directly comparable as a U.S. specialty flatbread manufacturer serving retail and foodservice channels with overlapping product formats (pita, lavash) and similar B2B/retail GTM.
• Toufayan Bakeries: Family-owned U.S. pita and flatbread manufacturer producing pita breads, lavash, wraps, and Mediterranean-style baked goods. Closely comparable to Joseph's as a heritage family-owned flatbread brand with national retail distribution and similar product portfolio.

Broad incumbents

• Bimbo Bakeries USA: Largest commercial bakery in the U.S. and part of Grupo Bimbo, producing breads, buns, English muffins, wraps, and tortillas across many brands. Comparable as a broad incumbent bakery manufacturer competing for the same retail shelf space in bread/bakery aisles.
• Thomas' Breads (Bimbo): Mass-market English muffins, bagels, and breakfast bread brand owned by Bimbo Bakeries USA. Comparable as a broad incumbent in U.S. bakery aisles competing for adjacent bread/breakfast occasions with national grocery distribution.

Emerging players

• Ozery Bakery: Canadian producer of sprouted grain and health-focused flatbreads, pitas, and buns sold in North American retail. Comparable as a smaller health-focused flatbread brand overlapping with Joseph's low-carb/wellness positioning and wrap category.
• Santa Fe Tortilla Company: Independent U.S. manufacturer of tortillas and wraps for retail and foodservice channels. Comparable as a focused wrap/tortilla manufacturer with overlapping foodservice/private label capabilities and retail relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/josephsbakery
• YouTubeyoutube.com/channel/UCPgJVqn01whNGttqJUB442w
• Facebookfacebook.com/josephsbakery
• LinkedInlinkedin.com/company/28601788
• Instagraminstagram.com/josephspitabread/?hl=en
• Pinterestpinterest.com/josephsbakery

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joseph's Bakery