Retail Bakers Association Names New President

Felix Sherman, Sr., Owner The Ambrosia Bakery, Baton Rouge, LA Slidell, LA – Felix Sherman, owner and co-founder of The Ambrosia Bakery in Baton Rouge, LA, was installed as President of the Retail Bakers of America at a banquet held in conjunction with the RBA Board of Directors Spring Meeting, Sunday, May 15, 2011. Members of the Deep South Retail Bakers Association (DSRBA) attended the installation.

Sherman, along with his wife Cheryl, opened the doors at The Ambrosia Bakery on December 1, 1993 after he lost his job of 27 years due to a company merger. Using his experience in sales and marketing and Cheryl’s experience as a cake decorator, they decided to combine both of their talents and interests and started their own business providing beautiful cakes and delicious desserts to the people of Baton Rouge.

Sherman along with his youngest son Michael had the idea to name it “The Ambrosia Bakery” as the word “ambrosia” means “the food of the gods,” from Greek and Roman mythology. In 1991 the bakery got its start in a little 1200 square foot building. After three years in that building, they custom built a 3274 square foot building approximately 1 mile from the original location. A few years later they added 1,000 square feet of production area to total 4274 square feet. Due to the demand for fresh baked goods in the Baton Rouge area, they decided to upgrade for a third time! The new location of The Ambrosia Bakery has over 8,200 square feet of production and retail space. They have a staff that ranges from 60  to 70 employees depending on the season. Two of his sons work with him in the bakery. Felix, Jr. is the marketing and advertising director and David is the human resources director.

Fortunately as Sherman’s venture began, a vendor recommended he join the local RBA affiliate, the Deep South Retail Bakers Association. The connections made and the knowledge and support received through this organization helped to put Sherman on the right path to owning and managing a successful bakery enterprise, as well as make lifetime friends. Serving on the board of the Deep South RBA opened the door to serving on the national RBA board. Sherman stated that he is grateful and proud for the opportunity to serve as the RBA President.

Also serving with Sherman as officers of RBA are Kenneth Downey, Kings Super Markets, Parsippany, NJ, 1st Vice President; Marlene Goetzeler, Freeport Bakery, Sacramento, CA 2nd Vice President; Dale Biles, National Bakery Sales  Force, Colonia, NJ, Treasurer; and Susan Nicolais, CAE, Retail Bakers of America, Secretary.

Retail Bakers of America (RBA)—a 501(c)6 not-for-profit national trade association located in Slidell, LA- caters to retail bakeries, allied suppliers, educators, students and other industry partners, and is committed to the success of the retail baking industry. Founded in 1918, RBA works as the bakers’ business partner and resource provider, and is the nation’s premier source of industry information. More information is available at www.rbanet.com.

Source: Retail Bakers of America