For Immediate Release
Scott Chavkin, Director of Marketing
Legendary Baking
Office: 303.672.2512
Cell: 303.667.3486
Email: scott.chavkin@abrholdings.com
VICOM Changes Name to Legendary Baking™ and Unveils
New
Brand Identity
New identity reflects bakery division’s heritage in delivering premium pies
and desserts
Denver, CO, April 5, 2010 – VICOM, the award-winning bakery division of American Blue Ribbon Holdings, LLC (ABRH), today unveiled a new brand identity as part of the division’s business transformation from support function to fully-functioning business unit to better serve the interests and needs of its retail and foodservice customers – who include national grocery and restaurant chains across the U.S.
Historically, VICOM had been a support function for American Blue Ribbon Holdings, LLC’s (ABRH) two restaurant concepts, Village Inn® and Bakers Square®, providing premium pies and baked desserts to both concepts. Over the last eight years, VICOM has grown its outside sales focus and has evolved into a separate business unit and a significant contributor to ABRH’s overall success. As part of a strategic transformation, VICOM will now be known as Legendary Baking™. The new brand identity communicates the division’s rich heritage in creating high quality pies and baked desserts, while positioning the division as a separate business entity with an outside sales focus.
"We have been creating legendary pies and desserts for over 40 years. Now we have a name and identity to reinforce that,” said Tim Kanaly, Division President of Legendary Baking. “The VICOM name has served us well, but as we’ve grown, we’ve recognized it has no meaning to anyone in our industry and has been confusing to our customers. The Legendary Baking name will allow us to grow our presence within retail and foodservice and we believe will ultimately allow us to better serve our existing customers and open up new opportunities,” he added.
The new Legendary Baking logo is a modern interpretation of a classic script logo that harkens back to a simpler time and speaks to the company’s heritage. The company will unveil its new name and trade dress at the IDDBA Show, June 6-8 in Houston, Texas.
About Legendary Baking™
Legendary Baking™ is the award-winning bakery division of American Blue Ribbon Holdings, LLC. Based in Denver, Colorado, the company is a leading provider of premium pies and baked desserts for restaurants and grocery retailers across the U.S. Legendary Baking’s product lines include gourmet, double-crust fruit pies, layered cream pies, meringues, oven pies and a full assortment of premium baked desserts. Since 2001, the company has won 240 Blue Ribbons at the APC National Pie Championships.
For Immediate Release
Scott Chavkin, director of marketing
Legendary Baking
Office: 303.672.2512
Email: scott.chavkin@abrholdings.com
Legendary Baking Walks Away With Top Honors at 2010 APC/Crisco®
National Pie Championships
Bakers Square and J. Horner’s received 49 of the company’s record-breaking
55 blue ribbons
DENVER, CO (May 6, 2010) – Legendary Baking, a division of American Blue Ribbon Holdings, LLC., which also operates Village Inn and Bakers Square restaurants, was awarded a record-breaking 55 blue ribbon awards for its pies at the 16th Annual American Pie Council (APC)/Crisco® National Pie Championships held April 23-25 at the Omni Orlando Resort at Championsgate. Legendary Baking received more blue ribbon awards than any other commercial baker in the competition for its pies entered under the Bakers Square and J. Horner’s brands and on behalf of its foodservice and retail customers. In total, Legendary Baking was awarded two more blue ribbons this year than in 2009.
More than 400 pies were entered by 31 commercial bakeries in 130 categories at the APC championships held in Championsgate, Florida. The APC is the only organization committed to preserving America's pie heritage and promoting American's love affair with pies. Commercial bakers competed in flavor categories that included Apple, Blueberry, Fruit/Berry, Open Cream, Citrus, Nut and Chocolate and Raisin, sponsored by the California Raisin Marketing Board.
2010 award-winning pies included fruit pies such as Fruitabulous™ Strawberry Rhubarb and Fruitabulous™ Wild Blueberry; elite cream pies such as European Chocolate Truffle, Fresh Hawaiian Strawberry and Caramel Pecan Mocha Cinnamon Supreme; innovative, layered creations such as Pineapple Upside Down, Gooey Caramel Chocolate Pretzel pie and Tin Roof Sundae with Spanish Peanuts. In the Raisin category, Legendary Baking’s Chocolate Brownie Raisinette took home top honors.
“We could not be more thrilled and honored to have been awarded 55 blue ribbons on behalf of our restaurants and customers,” said Hazem Ouf, president and chief executive officer of American Blue Ribbon Holdings, LLC. “One of our core values as an organization is relentless improvement. Winning two more blue ribbons than we did last year certainly shows that we are living our vision, values and culture as a company,” he added.
Legendary Baking produces over 18 million pies per year for Bakers Square and Village Inn Restaurants and its retail and foodservice customers at its two bakeries in Oak Forest, Illinois and Chaska, Minnesota. The J. Horner’s label is featured at Village Inn and is sold to foodservice and retail customers across the U.S. Bakers Square and Village Inn have been serving award winning pies to its guests since 1969 and 1958 respectively, including dozens of varieties of premium, multi-layer specialty pies such as Lemon Supreme, French Silk and Caramel Pecan Silk Supreme and new Fruitabulous™ pies including Apple, Triple Berry, Cherry, Peach, Raspberry and Strawberry Rhubarb.
About Legendary Baking™
Legendary Baking™ is the award-winning bakery division of American Blue Ribbon Holdings, LLC. Based in Denver, Colorado, the company is a leading provider of premium pies and baked desserts for restaurants and grocery retailers across the U.S. Legendary Baking’s product lines include gourmet, double-crust fruit pies, layered cream pies, meringues, oven pies and a full assortment of premium baked desserts. Since 2001, the company has won 295 Blue Ribbons at the APC National Pie Championships.
About American Blue Ribbon Holdings, LLC
Headquartered in Denver, Colorado, American Blue Ribbon Holdings, LLC operates two restaurant concepts under proven and well-recognized brands, Bakers Square and Village Inn -- as well as commercial baking subsidiary Legendary Baking. ABR Holdings has 264 restaurants in 25 states, consisting of 177 company-operated restaurants and 87 franchised restaurants. Both Bakers Square and Village Inn are synonymous with award-winning pies and also offer distinct, high-quality menu items for breakfast, lunch and dinner.