Salem Baking Company

American Made Since 1930

Scott Livengood & Michelle Livengood

Winston-Salem, North Carolina
Since 1930, Salem Baking Company has been cultivating the art of Moravian baking using classic recipes and coveted ingredients.

Tell us about your business.

The company was founded in 1930 as a retail bakery in downtown Winston-Salem, NC. Our premium all natural products include Moravian Cookies, Cheese Straws, Cheese Biscuits, Flatbread Crackers, and Delightfully Thin & Crispy Cookies. I was born and raised in Winston-Salem, and Moravian treats have always been a cherished tradition in my family. It’s an honor to be able to carry on the traditions from my childhood and share them with other families as our products become well known across the country. When we create new recipes, we love to combine current flavor trends with classic recipes to create a recipe that’s a marriage of traditional and modern. For example, our Caramel Chocolate Chip Delightfully Thin & Crispy Cookies began with a classic chocolate chip cookie recipe. Then, we added rich caramel and a hint of sea salt, a sweet and salty flavor combination that’s become very popular.

What makes your business stand out?

The recipes for our Moravian Cookies were handed down from the early American settlers of Salem, who came to this country in the 1700’s. The Moravian baking tradition is a part of everything we create. Our roots date back to the earliest days of this country, and we’ve had 83 years to develop artisan products that celebrate the vivid flavors and truly special ingredients. We are always faithful to the origins of these time-honored classics. Because these products have withstood the test of time, they have become a part of our lives and the lives of many generations. They have a familiarity that transcends taste and time. They are tastes so vivid and distinctive, they have the power to bring you fully into the present moment or transport you back in time to a warm and happy memory.

What's the best business advice you've received?

The best advice, what has resonated most deeply and made the biggest difference in my experience over time, is a distillation of teachings from great minds from outside of business. From Albert Einstein's themes of "imagination is everything" and his "thought experiments", to Joseph Campbell's and Sam Keen's books and lectures about the power of stories, I’ve learned that any endeavor that benefits from innovation must start with imagination, which is infinite, and not desired outcomes, which are finite. Innovation, conceived in the context of a narrative, becomes a story with resonance and comprehensibility, which is invaluable on many fronts, including business planning, brand strategy, and product development.

Mark Your Calendar

    Oct. 17, 2014

    2014 Award Winner and Audience Choice Winner announced.

    See past Award Winners
    Nov. 7, 2014

    Join Martha at the American Made Summit kickoff cocktail party.

    Buy Tickets Now
    Nov. 8, 2014

    Don’t miss our networking event and maker lecture series in New York City.

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    Nov. 15 - 16, 2014

    Shop for holiday gifts at the Martha Stewart American Made Pavilion.

    Learn More

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