>Toggle menu >Toggle menu
new ciabatta bread line

JOLIETTE, QC, Nov. 20, 2018

Amidst the mouth-watering aroma of baking bread in Joliette, Quebec, a business flourishes. As part of a carefully planned growth strategy, Signature Passion bakery chose a new name to better fit its bakers' personalities: The Mad Bakers. After celebrating the rebranding with a special event for the staff and their families this summer, The Mad Bakers put their plan in motion.

Our team completed over $2.5 million in capital investment projects to increase capacity and install advanced automation. Our master bakers have developed proprietary technology to bake bread with all the flavour and texture of artisans, but on an industrial scale. "We bake unique gourmet artisan breads that grocery stores aren't able to duplicate in store any more. And we offer value for money to the consumer. We also believe that delicious gourmet artisan bread, free from artificial ingredients and preservatives, should be accessible every day, and not just when guests are coming to dinner," says Marc-Andre Pouliot, President. The focus on accessibility to clients also includes allergens: the entire bakery is peanut-free, nut-free and sesame-free.

The experienced team of bakers and visionaries' determination to bring the best artisan breads, brioche and desserts to the public at value prices is resonating with grocery stores in Canada and the USA. To support the needs of its growing client list, The Mad Bakers recently completed the Global Food Safety Initiative (GFSI) audit for Safe Quality Foods (SQF).

The company has also launched new brands, new products, and improved its merchandizing and packaging. "We have seen some major growth with our new brands, The Mad Bakers and O'Forno, and our existing brand, Signature Passion remains strong in Canada," says Pouliot. "We are supporting all of our brands with social media and a new website that launched this past summer."

The Mad Bakers bread and frozen cream puffs and eclairs are now available in the fresh bakery sections of several Quebec grocery stores including IGA, Metro, Super C, and Adonis, and we are currently re-launching the brioche bread line under The Mad Bakers in IGA.

What is next for this Joliette, Quebec bakery? "While we continue to focus on serving our Canadian customers, we have also been expanding into the US through cruise lines, meal kit delivery services, and grocery stores. Internally, we have the team and equipment in place for exponential growth, and we are really excited about what the future will bring for the company," says Pouliot.

For further information: Media Contact: Alexandra Kaneb, Director of Marketing, Tel : (450) 759-6361 Email : This email address is being protected from spambots. You need JavaScript enabled to view it.