American Society of Baking

Name

American Society of Baking

Legal name

American Society of Baking

Website

https://asbe.org

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Professional Trade Association Services

akta.pro primary industry

Baking & Pastry Arts (EDAOAKAB)

akta.pro secondary industries

Bread & Artisan Baking (EDAOAKAC), Culinary Arts & Cooking (Baking, Pastry, Global Cuisines) (EDAAAGAG)

Keywords

• Professional association
• Commercial baking education
• Industry training programs
• Membership services
• Bakery certification

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Professional Membership Dues: Annual membership fees for commercial baking professionals providing full access to all member benefits including events, education, networking, and certifications.
2. Digital Membership Dues: Annual subscription for online educational resources access, available to all individuals in the baking industry.
3. Student Membership Dues: Discounted membership for full-time students working towards baking industry degrees.
4. Commercial Bread Production Course: $3,500 fee for hybrid course combining online learning (~6 hours) with 4-day in-person workshop, includes certification.
5. Masterclass Program: Corporate training program with online courses and on-site coaching, approximately $20,000 plus travel expenses for up to 20 participants.
6. Event Registration Fees: Registration fees for BakingTECH, MarketPlace, regional meet-ups, and webinars. Regional events typically $15 for members, $25 for non-members.
7. Webinar Fees: Webinars are free for ASB members; $20 for non-members. Non-members can get digital membership for $99/year to access free webinars.
8. Sponsorships: Premier, Gold, and Silver sponsor packages for events and programs, providing visibility to the commercial baking industry.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

American Society of Baking is a non-profit professional membership organization that delivers education, training, certification, and networking services to the commercial baking industry. Its core deliverables include tiered memberships (Professional, Digital, Student, Lifetime), the annual BakingTECH technical conference and Formulation Floor exhibition, the BAKERpedia online technical resource, structured training courses (Commercial Bread Production Course, Masterclass Program), BEAG equipment evaluator certification, a virtual Mentoring Program, monthly webinars, Regional Meet-Ups, and industry research such as the Workforce Gap Study.

Product overview

The American Society of Baking (ASB) is a professional membership organization serving the commercial baking industry, not a single product but a comprehensive portfolio of educational programs, events, certifications, and professional development resources. The core offerings include the annual BakingTECH conference and Formulation Floor marketplace event, the BAKERpedia technical knowledge base, structured training programs (Commercial Bread Production Course, Masterclass Program), the virtual ASB Mentoring Program, live webinars, and BEAG equipment certification. Additional offerings include the Workforce Gap Study research publication, Technical Bulletins archive, awards programs (Baking Hall of Fame, Robert A. Fischer Award, Rising Bakers), the Product Development Competition, Regional Meet-Ups networking events, New Member Scholarship, and the annual Bakers Fly-In Policy Summit. ASB operates on a membership model with Professional, Digital, Student, and Lifetime tiers.

Differentiator

Problem solved

Functional benefit

Brands

• BakingTECH: ASB's annual technical conference for the baking industry featuring educational sessions, networking, and industry exhibitions.
• MarketPlace
• BAKERpedia
• Baking Hall of Fame
• Robert A. Fischer Award
• Product Development Competition
• Rising Bakers Program

Products and services

• BakingTECH Annual Technical Conference Multi-day national technical conference combining continuing education, networking, and an industry exhibition, presented annually by ASB for commercial baking professionals.
• Formulation Floor / MarketPlace Exhibition Annual trade-show exhibition and marketplace for bakery equipment, ingredient, and service suppliers connecting with commercial bakers.
• BAKERpedia Technical Resource Online encyclopedia of commercial baking technical content covering ingredients, processes, food safety, equipment, formulation, and recipes for baking professionals.
• Commercial Bread Production Course 10-module expert-led course covering wheat/gluten/flour, flour quality testing, fat and emulsifiers, minor ingredients, yeast and dough systems, mixing, baking, packaging, and problem solving, delivered online plus a 4-day in-person workshop for commercial bread production teams.
• ASB Masterclass Program Corporate training engagement combining online bread production coursework with on-site coaching for up to 20 line operators per facility, including facility-specific troubleshooting.
• BEAG Certified Internal Equipment Evaluator Course Certified training program for internal bakery equipment evaluators, aligned to ANSI/ASB Z50.2 hygienic equipment design standards and major food-safety audit frameworks.
• ASB Mentoring Program Five-month virtual mentoring program pairing emerging and seasoned baking professionals for leadership development and career guidance.
• ASB Membership (Professional, Digital, Student, Lifetime) Tiered annual memberships providing access to BAKERpedia, webinars, events, networking, certification programs, and the member directory, with discounted Digital ($99/year), Student, and Lifetime tiers.
• ASB Live Webinar Series Monthly continuing-education webinars covering baking science, ingredients, operations, workforce, and sustainability topics for commercial baking professionals.
• ASB Regional Meet-Ups Regional networking and educational events for ASB members and the local baking community, hosted at partner facilities across the United States.
• ASB Workforce Gap Study Multi-phase industry research publication tracking commercial baking workforce trends, skill shortages, automation adoption, and best-practice recommendations for closing the talent gap.
• ASB Merch Store E-commerce storefront selling ASB- and BakingTECH-branded apparel and merchandise through the Bonfire platform.

Quantifiable outcome

• 100% of first Commercial Bread Production Course participants reported being 'very satisfied' and learned something useful they will apply in their professional roles
• +4 more outcomes

Named customers3 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

28 partnerships are on record, tiered core and minor.

• American Bakers Association (ABA)coreStrategic or Co-development Partner · 20 April 2026Multi-year strategic collaboration announced April 2026 to strengthen commercial baking industry through expanded educational programming, enhanced workforce development, and increased industry-wide advocacy. ABA investing $500,000 over five years to support ASB's development of educational programs and talent pipeline initiatives. Collaboration reflects shared commitment to commercial baking industry growth and success.
• International Deli Dairy Bakery Association (IDDBA)coreStrategic or Co-development Partner · 1 January 2025Partnership with ABA and ASB to revisit the Workforce Gap Study in 2025. Phase I released examining state of employment in hourly, skilled production positions, nature of skills gap, and best practices for addressing talent gap.
• Retail Bakers of America (RBA)coreStrategic or Co-development PartnerCo-hosting Bakers Fly-In and Policy Summit with ABA. Bringing together commercial and retail bakers from across the country to advocate for shared concerns with policymakers in Washington, DC.
• Cypress Research Associates, LLCminorImplementation/ SI/ Consulting PartnerConducts workforce gap research on behalf of ABA, ASB, and IDDBA to gauge current state of commercial bakery employment and recommend action plans to minimize workforce skills gap.
• Baker Equipment Assessment Group (BEAG)coreStrategic or Co-development PartnerASB hosts BEAG information and certification courses. BEAG focuses on bakery equipment assessment, ANSI standards, and hygienic equipment design certification (ANSI/ASB Z50.2 standard).
• Jose Lopez Never Stop FoundationminorOthersProvides matching gift for partial hotel assistance for BakingTECH as part of New Member Scholarship program.
• Rademaker (Experience Center)minorStrategic or Co-development PartnerHost venue for Regional Meet-Up on July 15, 2026 at Rademaker Experience Center in Elk Grove Village, IL. Provides interactive equipment demonstrations and hands-on pastry production experience.
• MiddlebyminorStrategic or Co-development PartnerPremier sponsor of ASB. Hosted Regional Meet-Up at Middleby Innovation Kitchens featuring 15 fully functioning vignettes with 150+ pieces of live equipment.
• National Honey BoardminorStrategic or Co-development PartnerPremier sponsor and co-host of Regional Meet-Up 'Bee to Bakery' covering honey's origins and uses in baking. Featured educational session on honey bees and honey's chemical composition.
• Bundy Baking MuseumminorStrategic or Co-development PartnerSilver sponsor and venue partner. Home of ASB's Baking Hall of Fame in Urbana, OH. Hosts regional meet-ups with museum tours and networking events.
• Reading Bakery Systems (RBS)minorStrategic or Co-development PartnerSilver sponsor and host of Regional Meet-Up at RBS Science & Innovation Center in Sinking Spring, PA. Featured equipment demonstrations including continuous mixing and Emithermic Oven technology.
• AMF Bakery SystemsminorStrategic or Co-development PartnerCo-hosted Regional Meet-Up at Reading Bakery Systems Science & Innovation Center, providing equipment demonstrations and innovation center access.
• CorbionminorGTM or Marketing PartnerSponsor of June Regional Meet-Up at Commercial Baking/Avant Food Media in Kansas City.
• CorbionminorGTM or Marketing PartnerSilver sponsor of ASB programs and events.
• Commercial Baking/Avant Food MediaminorStrategic or Co-development PartnerVenue partner for Regional Meet-Ups in Kansas City, MO. Hosts Young Professionals networking events on rooftop deck. Sponsors regional programming.
• Avant Food MediaminorGTM or Marketing PartnerSilver sponsor of ASB. Venue partner for regional events.
• CoperionminorGTM or Marketing PartnerGold sponsor of ASB programs and events.
• AB MauriminorGTM or Marketing PartnerGold sponsor of ASB programs and events.
• RademakerminorGTM or Marketing PartnerGold sponsor of ASB. Provides Experience Center venue for Regional Meet-Ups.
• BundyminorGTM or Marketing PartnerGold sponsor of ASB. Hosted regional event and museum tours.
• ReiserminorGTM or Marketing PartnerGold sponsor of ASB.
• Allied Trades of the Baking Industry (ATBI)minorOthersListed as industry partner organization providing resources for ASB members.
• Bakery Equipment Manufacturers & Allieds (BEMA)minorOthersListed as industry partner organization providing resources for ASB members.
• Bread Bakers Guild of America (BBGA)minorOthersListed as industry partner organization providing resources for ASB members.
• Retail Bakers of America (RBA)minorOthersListed as industry partner organization providing resources for ASB members.
• American Bakers AssociationminorOthersListed as industry partner organization providing resources for ASB members.
• BAKERpediacoreStrategic or Co-development PartnerTechnical resource platform gifted to ASB providing comprehensive commercial baking information including ingredients, analytical methods, recipes, food safety, processing, and equipment articles.
• American Institute of Baking (AIB)minorOthersListed as industry partner organization providing resources for ASB members.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Institute of Food Technologists (IFT): IFT is a large, established professional society for food scientists and technologists worldwide. It is a broad incumbent peer because it offers overlapping food science and formulation content to a wider audience than ASB's baking-only niche, and competes for the same R&D food technologist members.
• American Culinary Federation (ACF): ACF is the largest professional chefs' organization in the U.S., providing certification, education, and networking. It is a broad incumbent peer because ACF's Certified Master Chef and culinary education programs overlap with ASB's baking and pastry training, and both target professional culinarians.

Direct peers

• Bread Bakers Guild of America (BBGA): BBGA is a professional guild dedicated to the craft and art of bread baking. It is directly comparable to ASB because both serve bread-making professionals with education, certification, and community programming, and both are listed as National Bakery Associations on ASB's own partner page.
• American Bakers Association (ABA): ABA is the primary U.S. wholesale/commercial baking industry trade association and ASB's closest peer. The two organizations co-publish the Workforce Gap Study, jointly run the Bakers Fly-In, and ABA is investing $500K over five years into ASB's educational programs — making ABA a direct peer in serving commercial baking professionals with overlapping membership and sponsor pools.
• American Institute of Baking (AIB): AIB is a food safety and quality training organization serving the baking and food processing industries. It is a direct peer to ASB because it delivers technical education, certifications, and inspections to the same commercial baking audience ASB serves through its BEAG certification and Commercial Bread Production Course.
• International Dairy Deli Bakery Association (IDDBA): IDDBA serves the dairy, deli, and bakery retail industries with education, tradeshows, and research. IDDBA is a direct peer to ASB because it co-authored the Workforce Gap Study and competes for bakery professional memberships and event sponsorship dollars within the same ecosystem.
• Allied Trades of the Baking Industry (ATBI): ATBI is an industry alliance representing suppliers and allied trades to the baking industry. It is a direct peer because ASB lists ATBI as an industry partner, and both organizations draw members from the same supplier ecosystem that sponsors events like BakingTECH.
• Bakery Equipment Manufacturers and Allieds (BEMA): BEMA is the trade association for bakery equipment manufacturers and suppliers. It is a direct peer because it sits in the same industry ecosystem, shares many of the same sponsors (Middleby, AMF, Reading Bakery Systems, Rademaker), and provides education and networking to overlapping baking-industry stakeholders.
• Retail Bakers of America (RBA): RBA represents retail bakers in the U.S. and co-hosts the Bakers Fly-In and Policy Summit with ABA and ASB. RBA is a direct peer because it serves a parallel bakery-professional constituency through education, advocacy, and networking — competing for the same members and event sponsorships.

Others

• American Feed Industry Association (AFIA): AFIA is the trade association for the U.S. animal feed industry. It is included as a thematic peer because AFIA operates the same kind of non-profit member-driven education, events, and certification model ASB uses, providing a comparable organizational structure benchmark in an adjacent agricultural industry.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/amsocbaking
• LinkedInlinkedin.com/company/american-society-of-baking
• Facebookfacebook.com/amsocbaking

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about American Society of Baking