In the 1990s, “yuppies” or young urban professionals, were buying more upscale artisan breads from specialty bakeries, such as New York’s Amy’s Bakery. In 1992, BEMA’s membership exceeded 100 members. Three years later, it launched BEMA Tech, an all industry technology conference and tradeshow.  The show proved to be a success, and was followed with an even bigger BEMA Tech 97.

1997 also marked another significant occurrence: Lewis Bakeries purchased Butternut Bread and Sunbeam Bread, and a year later purchased the assets of Jewel Bakery, Melrose Park, Ill., through its subsidiary, North Baking Co. Jewel supermarkets have become a leading chain in the Chicago area. 

By 2000, BEMA opened up membership to all suppliers and changed its logo to reflect that decision. In 2001, Sara Lee Corp. acquired St. Louis-based The Earthgrains Co., the No. 2 player in the U.S. bakery market, and a major European bakery company. C. Steven McMillan succeeded John H. Bryan as chairman and CEO of Sara Lee Corp.

In 2003, Lewis Bakeries launched what is touted as the first sugar-free bread in the marketplace. Two years later, it launched 100% whole-grain dinner rolls and buns.

The decade of Big Box stores also came into being. Giant retailer Walmart instituted a radio-frequency identification (RFID) mandate for suppliers in 2005. The company involved its supply chain, insisting that suppliers adopt an RFID tagging program together with an electronic product code (EPC). Walmart’s support for RFID drove take-up of the technology across the globe. The program faded somewhat as Walmart became more interested in sustainable practices.

In 2008, a Nielsen Co. study found that 99% of all American households had purchased bread or baked goods at least once during the course of a year. It was found that the intake of cereal/grain products doesn’t vary greatly by income or geographic region, which provided an opportunity for the enriched grains to greatly enhance the general health of the population as it wouldn’t only apply to certain demographic groups.

A year later, a study by the American Dietetic Association found that though whole grains are very important in the diet, enriched grains contain twice as much folic acid.  Not only do enriched grain products provide consumers with an important source of nutrients, they can also protect against many chronic conditions.

More evidence about whole grains was demonstrating that an increased intake was associated with decreased levels of obesity, diabetes, high blood pressure and cholesterol—all factors that can increase the risk for heart disease and stroke. More research was also being done with Vitamin D to further investigate its healthful properties.