Sarah Jones is a woman on a mission. The former Silicon Valley techie turned entrepreneur is determined to make baking fun, cool and accessible to a new generation with Miss Jones Baking Co. Oh, and did we mention it’s all organic? With aggressive expansion plans and her arms elbow deep in dough, Jones is poised to snatch the Betty Crocker crown—though she prefers to think of herself as the “hip granddaughter” of at-home-baking’s most iconic (fictional) matriarch. “We're millennials making products that align with our aesthetic, values and taste,” said Jones. “We want to help our customers make the most delicious baked goods they've ever had, while knowing that they're serving the best possible ingredients.”
How did you go about starting your company?
I've always been a home baker and even worked at a commercial bakery in college to learn the business. I noticed that there wasn't a clean-label frosting or baking mix that I loved. I also wasn't seeing the big brands innovate in the space; they were doing more of the same, tweaking their formulas to create new flavors, not rethinking what should be in your baking mix or frosting. After spending a few years in finance and operations at PwC and Apple, I decided that we could fill that void by creating the modern American baking brand.