From a Small Baking Course to US Expansion

On March 1, 2010, the success story of Ofner – The Baking Professional began. Founded by master baker Christian Ofner with the goal of bringing traditional bread baking to the people, the Styrian company has developed into a nationally recognized brand in Austria. Fifteen years later, after countless baking courses, book publications, TV appearances, the opening of a new company headquarters, and the establishment of a loyal fan base, the next big step is imminent: market entry into the USA – and with it, the beginning of a new phase, “in which Styria, indeed all of Austria, will be carried out into the world!”

The ICS Supports the Journey to the USA

As early as April 2024, Marion Kikinger and Alexandra Kohrgruber from ICS visited Michaela & Christian Ofner at their new company location to support the successful couple in launching their products in the USA. The two ICS experts provided advice on important steps for market entry and explained how the company can benefit from the go-international export promotion program (Click here for the review).

This was also the perfect time for the Ofners to participate in the two-part International Pitch Training offered by ICS and to optimize their English language and presentation skills.

Meanwhile, the company has not only secured the Internationalization Voucher from go-international but also regularly utilizes the services of local trade delegates and has become a regular client of ICS.

“Let’s Bake Bread – Viva Las Vegas”: Expansion into the USA

After about one and a half years of intensive discussions and preparations, the time has come in March 2025: “Ofner – The Baking Professional” is going to America! The impetus for the US expansion came from Graz star tattoo artist Mario Barth, who has lived in the USA for 30 years and has always maintained his love for homemade bread. In October 2023, an initial baking session took place in Las Vegas, where it was tested how American consumers would react to traditional Austrian rye bread. The response was consistently positive – Americans were enthusiastic about the unique taste and traditional spices. Based on the results of this market research, five tailor-made organic baking mixes were developed for the American market.

Production & Distribution

The high-quality baking mixes are produced in Austria and distributed via Las Vegas. To best serve the American market, a US website and a YouTube channel will soon be launched, providing detailed video instructions for preparing the baking mixes. The products can then be purchased on Amazon in America. The market launch in the USA will take place in Q2 2025. It is expected that American bread lovers will soon be enthusiastic about the high-quality baking mixes and that Styria and all of Austria will trigger a baking boom on an international level. More and more people in America are also paying attention to healthy eating and organic foods.