Behind the Brand: Rudi’s Rocky Mountain Bakery
Meet Rudi's CEO, Jane Miller
1. What is the name of your company?
Rudi’s Rocky Mountain Bakery
2. What is your title at Rudi’s?
CEO
3. Where is your company located?
Boulder, Colorado
4. What’s your personal current obsession? (book, show, drink order etc.)
Figuring out how I reinvent my JaneKnows.com career advice website. I have had the website for over ten years as a place to get career advice from me. Now I am less interested in hearing my own advice and more interested in learning from others! I am trying to figure out how that presents itself in the world. Stay tuned at JaneMiller.com.
5. How did you hear about Naturally Colorado? What made you become a member? Has Naturally Colorado helped you in any way?
I have been involved with Naturally Boulder since around 2008 and it has been an amazing organization for networking and mentoring opportunities.
6. What size is your company?
$30MM-$40MM in sales in FY25. 80 full time employees.
7. What inspired you to start your company?
I didn’t start it! It was founded by Sheldon Romer in 1976 in Boulder and Rudi’s is one of the earliest national natural, organic and gluten free brands. Sheldon, now a leadership coach and a Rudi’s advisor, was committed to better-for-you products before BFY was a thing! What inspires/motivates you in life? It is important to me to make a difference in the world, in whatever small way that I can. I aspire to be a leader who brings out the best in people and a person that others want to work with. I like to be challenged and continue to grow, and I love to win!
8. Why did you choose to focus on the natural and organic industry?
The industry actually chose me! After 25 years in the corporate world selling everything from Doritos to Heinz ketchup to Twinkies, I had the opportunity in 2008 to join Rudi’s as CEO. Once I came to the industry and saw the difference that brands can make by providing healthy choices, I knew I could never go back to big companies or to non BFY products.
9. Can you describe the biggest challenge you faced during the early stages of your company, and how you overcame it?
I did not join Rudi’s until 2008, over 30 years after it was founded! And as quick background, I was with Rudi’s from 2008 – 2014, sold the company to Hain-Celestial and then came back as CEO and an investor in 2022. My biggest challenge now, in the early stages of my return, is bringing Rudi’s back to its former glory! In 2014, Rudi’s was the #1 organic bread and the #2 gluten-free bread in the country. Although those lofty positions are not within our immediate horizon, making Rudi’s relevant to a new generation of consumers is possible with exciting new products like Texas Toast and Sandos.
10. What keeps you up at night regarding your business?
We are fixing the plane while we are flying the plane which in this case means we are trying to get rapid growth while getting the fundamentals in place. Profitable growth is what keeps me up at night.
11. What strategies can you share that have been effective?
The most important strategy for success in the food business is probably a universal truth for any business. You must have a great team to succeed!
12. How important is networking, and what strategies do you use to build and maintain professional relationships?
My best advice here is to continually invest in meeting interesting people! Be intellectually curious about people’s backgrounds and accomplishments. If you meet people with no agenda and just want to learn, you will get so much more out of your network than if you want something from them. Networking is critical to grow as a person. Plus, we all need help as some point and if you have a network that is robust when you DON’T need help, it will be there when you DO need help!
13. What is one piece of advice or knowledge that has changed your life and why?
Live by the golden rule: treat people the way you want to be treated! It sounds simple, but it is hard to always act in a way where you Assume the Best.
14. What are the top 3 things you’d want to pass on as advice to a young entrepreneur?
Connect with Jane.
Learn more about Rudi’s.
More about Behind the Brand:
Everyone has a unique founding journey and we want to hear yours and share it with the community! Whether it’s how you started, your mission or the challenges you’ve overcome, we want to spotlight you and celebrate your success and journey.
We will feature one brand a month on our website, on social media, and in our newsletter. In addition to connecting with the Naturally Colorado community, this is an opportunity to provide support and guidance to others!