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Dieter Case

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DIETER’S DELECTABLES Ltd.

For many years, Mr. Dieter Bachembesser served as pastry chef at several of Toronto’s finest hotels, earning a reputation as one of the most knowledgeable people in the field of fine baking. In 1993, he used this knowledge to start Dieter’s Delicacies, a small firm that that sold fine baked goods to several of the area’s finest caterers. These products were made according to Dieter’s own specifications by Browne’s Bakery, a reputable producer of baked goods. While Dieter’s Delicacies was only a small part-time venture, it was financially successful, and Dieter’s reputation spread.

In 1999, Dieter decided to quit working for hotels and to start his own business, Dieter’s Delectables Ltd., with himself as president and general manager. This new company operated in a similar manner to Dieter’s Delicacies, in that it did not produce goods, but rather operated in the distribution and wholesale business. Dieter’s purchased its entire product line from Browne’s Bakery, with whom Dieter had established a very satisfactory working relationship, and distributed and resold these to a variety of retail outlets under the company’s own private label brand of Dieter’s Delicacies.

In its first year of operation, Dieter’s Delectables’ sales were $150,000. As its reputation for quality and customer service spread, sales grew rapidly, in large part due to Dieter’s knowledge and his personal selling efforts, as well as effective merchandising techniques. In 2002, some larger grocery chain stores began to merchandise Dieter’s products under their own private labels, boosting sales further. By 2005, sales had reached $1,500,000 and the company employed 9 customer service representatives. By 2005, Dieter’s purchases from Browne’s Bakery had grown to the point that they represented 21% of Browne’s total production for the year.

In the spring

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