Drawing in consumers can go beyond wooing them with great product. People now are starting to take notice of the company behind the products they purchase. Having a great business profile among shoppers can help a brand stand out from its competitors. Having an identity that incorporates values that resonate with the company’s core consumers helps the bread make an impact.

Dave’s Killer Bread, Milwaukie, OR, for instance, centers its products on a wholesome agenda: breads with clean labels made with organic ingredients and whole grains. Its vision is “to make the world a better place, one loaf at a time.” The company backs that up with social and environmental initiatives that include bread donations, wind energy, a bicycle delivery service and the Oregon Grains Project that supports local farming.

“It’s more than just making bread for us,” explained John Tucker, the company’s new CEO. “It’s about making a difference in our communities, making a difference in the environment, and I believe these passions and values resonate strongly with consumers.”

Communicating values that resonate with consumers builds fierce brand loyalty and transforms a loaf of bread from simply food to a part of a person’s identity.