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Firehook Bakery Acquired by PE Firm, Looks to Embark on Next Growth Phase

April 18, 2024
Forward Consumer Partners’ investment expected to take bakery business to the next level, with the addition of new executives to the leadership team to help spur growth.

Firehook Bakery, an artisan baking business that started as an Alexandria, Va., neighborhood bakery, has been acquired by private investment firm Forward Consumer Partners, according to a release from the firm.

Firehook was founded in 1992 and has since expanded nationally, growing at a 50% CAGR over the past decade to become the No. 1 brand of artisanal crackers in the U.S., the announcement stated. Firehook bakes all its products in-house, and is organic, Non-GMO Project Verified, Kosher and SQF certified.

Firehook founder Pierre Abushacra will retain a significant minority ownership stake moving forward, and believes Forward’s investment will help propel the business forward in its next phase of growth.

Upon closure of the deal, the announcement said, Maura Mottolese will become Firehook’s new CEO. Mottolese has served as CEO of both Cholula and Tate’s Bake Shop, among other roles in food and beverage. She will work with an expanded executive team, as Firehook also will add Terry Bigham as its chief growth officer and Ellen Howse as chief marketing officer.

Bigham formerly worked for Cholula, Tate’s Bake Shop and Carbone, while Howse previously held roles with Godiva, Hello Products and Dewey’s Bakery.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.

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