“Way beyond due to write up a strong recommendation for Dan and his team at Potomac Core. ABA was looking for someone who would work with our board to transform our organization. We needed to move from reactive and staff focused to proactive and aligned with our members’ business outcomes. Dan and Potomac Core spent a year working from the outside in and from a data driven process instead of what we thought we knew. We are still transforming ourselves, but have made significant progress.”

Robb MacKie

President & CEO, American Bakers Association (January 2006 - December 2022)


ABA represents the interests of bakers before the U.S. Congress, federal agencies, and international regulatory authorities. The Association’s members produce bread, rolls, crackers, bagels, sweet goods, tortillas and many other wholesome, nutritious, baked
products for America’s families. The Baking Profession is an important driver of economic activity. The baking industry generates more than $153 billion in economic activity annually and employs more than 799,500 highly skilled people. In a period of disruption and evolving customer attitudes, the Association sought a research guided planning process to help them uncover future opportunities for the Baking Industry.


ABA launched its planning process in March 2017 and the Board Task Force and Senior Management have already reviewed the survey research to address Profession challenges and develop “new” strategies to support the Baking category. The plan is scheduled to be completed in April of 2018.