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    Retail Baking Association Rebuilds and Rebrands

    MCLEAN, Va. -- The leadership of Retail Bakers of America (RBA) here unveiled a complete rebranding and reorganization of the 87-year-old trade association, as well as a holistic membership outreach campaign, communicating RBA's new focus on the industry, to be launched with the new year.

    MCLEAN, Va. -- The leadership of Retail Bakers of America (RBA) here unveiled a complete rebranding and reorganization of the 87-year-old trade association, as well as a holistic membership outreach campaign, communicating RBA's new focus on the industry, to be launched with the new year.

    A new, tiered membership structure, enhanced member benefits and programs, and a fresh look and renewed focus will characterize RBA's efforts in 2006 and beyond, so say officials from the organization.

    RBA president Bill Mihu, v.p. for the St. Louis-based Schnuck Markets, says RBA's newly designed logo “combines warm, bakery-inspired hues with the graphic of a rolling pin -- a nod to our past, but also representing our future. The logo is progressive and dynamic, but still grounded in the great traditions of everything a beloved neighborhood bakery stands for,” said Mihu, adding that the new programs and outreach effort marks the organization's “return to our core mission: helping bakers with the business of baking.”

    RBA's new membership campaign will focus on outreach to the nation's baking community with the theme, “Ring in the New Year with the New RBA.”

    Retail bakers may select a bronze-, silver-, or gold-level membership -- whichever best meets their needs -- with annual dues set at $250, $500 and $750 respectively, with all levels enjoying a value quickly surpassing the membership dues. While benefits and value increase commensurately with level of membership, all levels include at least one vendor/supplier coupon book valued at $1,600, along with valuable discounts on business services (from insurance, to shipping, to equipment leasing, to much more) as well as access to a vast bakers' online resource library, proven formulas and the association's popular “baker-to-baker” list-serve, all solely accessible by RBA members on the newly-designed Web site set to be unveiled in January.

    All RBA's communications, from Web site to membership magazine, will be overhauled in 2006 to embrace RBA's fresh feel and to include more in-depth features and information on the business of baking. A new directory and membership kit, helping members make the needed connections and access programs maximizing their benefits, will be provided in the new year, as will with special membership gifts, window seals, member certificates, and individual IDs with unique access passwords.

    Higher-level memberships will garner greater savings with additional coupon books, enhanced listings and recognition in all communications, along with access to additional features and services, and special VIP events reserved exclusively for higher-level members. Vendor/allied members will also experience similarly increased value and access by upgrading from a corporate ($250) to Gold Circle membership ($750).

    RBA is managed by Association Management Group, the fourth-largest association management company in the country dedicated exclusively to staffing and managing associations and nonprofit organizations of all types and sizes.

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