Episode 4: Wisdom, Work, and Staying Power in the Baking Industry — A Conversation with Kirk Rossberg
A Legacy Built on Intention, Not Accident
What does it take to build a business that not only lasts—but thrives—for over 50 years in an industry as demanding as baking? That’s exactly what we explored in this episode of The Perfect Rise, as I sat down with Kirk Rossberg, owner of Torrance Bakery and one of the original members of the Retail Bakers of America.
From the very start of our conversation, it was clear that Kirk’s journey hasn’t just been long—it’s been intentional. What began as a candy-making apprenticeship at age 13 eventually evolved into leading one of California’s most respected bakeries. But it didn’t come without hard lessons, humbling pivots, and a deep sense of commitment to the people he serves.
The Day Ego Took Over—and the Lesson That Came With It
Kirk shared how one of his first major business decisions—replacing all the original products in the bakery he had just purchased—cost him his entire customer base on day one. He admitted it came from ego, from believing his vision was more important than what his community had already grown to love. That moment was a turning point, and it became one of the foundational lessons that’s guided him ever since: you have to earn the right to lead change. Your name may be on the lease, but the business still belongs to the people.
Relevance Over Trends: How to Keep Evolving
Kirk offered a level of perspective that only time can give. He spoke about how staying relevant—not trendy—has been key to Torrance Bakery’s longevity. From supply shortages to shifts in consumer behavior, from COVID pivots to economic uncertainty, his ability to adapt without abandoning the core of his business has allowed him to thrive where others might have folded.
And he’s quick to clarify: relevance isn’t about gimmicks. It’s about understanding what your customers value most and making sure your business continues to meet that need, even as the world changes around you.
A Bakery That Functions Like a Winning Team
One of my favorite moments in the episode came when we talked about team building. Kirk described his bakery like a well-balanced baseball team—veterans with decades of experience working alongside energetic new hires with fresh ideas. That mix of legacy and innovation, of wisdom and wonder, is what keeps the culture strong and the creativity flowing. And after all these years, Kirk is still hands-on, working six days a week because he genuinely loves what he does.
The Misconception: Passion Alone Is Enough
We also dug into one of the biggest misconceptions in the industry: that passion alone is enough to succeed. Kirk was clear—yes, passion matters, but so does discipline. So does humility. And so does learning the fundamentals before trying to reinvent the wheel. He compared it to music: you can’t break the rules until you’ve mastered them.
Advice to His Younger Self—and to All of Us
Near the end of our conversation, I asked Kirk what advice he’d give to his younger self. His response was something I think a lot of us need to hear: relax. Don’t rush the journey. You’re not behind. Just keep showing up, keep learning, and keep doing the work with heart.
The Power of Community: Why the RBA Still Matters
Kirk has been involved with the Retail Bakers of America for decades, and his story is proof of what this community can offer when you engage with it. He’s built friendships, found guidance, and leaned on fellow bakers during some of the toughest business moments of his career. The RBA isn’t just about resources—it’s about real people helping each other thrive in an industry built on generosity and grit.
This episode is filled with grounded, real-world insight that speaks to the core of what it means to lead in the baking industry—or any industry—for the long haul. If you’ve ever questioned whether the work is worth it, or if you’ve felt pressure to be further along, let this be a reminder that success is built one intentional decision at a time.
You can listen to Episode 4 of The Perfect Rise wherever you get your podcasts. And if you’re ready to connect with a community that shares your values, curiosity, and commitment to growth, visit www.retailbakersofamerica.org to learn more about becoming an RBA member.
Because no one builds legacy alone.