Forward Consumer Partners is excited to announce a significant milestone in its journey with the acquisition of Firehook Bakery, a rapidly expanding artisan baking company. This marks Forward Consumer Partners’ inaugural acquisition, demonstrating their strategic focus on investing in and growing promising consumer brands.
Founded in 1992 as a neighborhood bakery in Old Town Alexandria, Virginia, Firehook Bakery has cultivated a distinguished reputation over the past three decades. Under the leadership of founder Pierre A. Abushacra, Firehook has remained steadfast in its dedication to quality, integrity, and meticulous craftsmanship. This commitment has propelled Firehook to become the leading artisan cracker brand in the United States. Pierre A. Abushacra will maintain a substantial minority ownership stake in the company, ensuring continuity and leveraging his deep industry knowledge.
To further bolster Firehook Bakery’s growth trajectory, Forward Consumer Partners is proud to introduce key additions to the leadership team. Maura Mottolese, a highly accomplished executive renowned for her success in scaling category-defining brands such as Cholula and Tate’s Bake Shop, will assume the role of Chief Executive Officer. Complementing her expertise, Terry Bigham, formerly a sales leader at Cholula, Tate’s Bake Shop, and Carbone, joins as Chief Growth Officer. Ellen Howse, bringing extensive marketing experience from senior positions at Godiva, Hello Products, and Dewey’s Bakery, will serve as Chief Marketing Officer. These strategic appointments, alongside the existing talented Firehook team, signal a robust commitment to future expansion and innovation. Further leadership announcements are anticipated in the coming months.
The partnership between Forward Consumer Partners and Firehook Bakery is rooted in a long-standing relationship. “Our friendship with Pierre began in 2017, and it was already evident then that Firehook possessed remarkable potential,” stated a representative from Forward Consumer Partners. “The company’s consistent growth and the enduring appeal of its products make it an ideal first investment for Forward. We are incredibly enthusiastic about the opportunities ahead and are grateful to everyone who contributed to making this partnership a reality. We are confident that together, forward consumer partners and Firehook Bakery will achieve new heights.”
This acquisition underscores forward consumer partners‘ strategic approach to investing in businesses with strong brand equity and significant growth potential within the consumer packaged goods sector. By combining Firehook Bakery’s established brand and product excellence with the operational expertise and strategic vision of forward consumer partners and the newly appointed leadership team, the partnership is poised to capitalize on emerging market trends and further solidify Firehook’s position as a market leader. The focus remains on building upon Firehook’s legacy of quality and innovation, ensuring continued success and delighting consumers for years to come.
