Jed’s Breads, a Master Class In Scarcity, Hype and Making Dough (Literally)

Now if you’re from or live in Montclair, NJ, or surrounding towns and have been to a Farmer’s Market, you likely know of Jed’s Bread. It’s the sole purpose of a few people to wake up in the morning just to get to the infamous bread company or run the risk of losing out on some delicious baked goods until the next time they’re in town.

Are they cheap? No.

Are they readily available? No.

Do they have a storefront? No.

They are a master class in business for two reasons. One, they make a superior product, the best rosemary focaccia you’ve ever tasted ( and a bunch of other favorites). Two, they can only be found at two specific Farmer’s Markets a week. That’s it. If you miss them or show up late, tough luck.

Scarcity works, but so does making a superior product and breaking the mold. Similar to other outlier companies, it’s about both. Sure you can rely on just marketing. However, Jed’s Breads does social media like your friendly Aunt and still sells out every single weekend.

I think this is a great example of the combination of a well-thought-out product and how a little bit of disruption in your distribution can go a long way.