Abstract or Keywords
In spring 2024, Nana Bonsu-Hammond, founder and owner of Jax Bread Company in Jacksonville, Florida, was interviewed by a local public radio station. The interview asked her to consider the new challenges her company faced, notably shifting consumer preferences and expectations. Jax Bread Co. was a unique bakery that provided its customers with sustainable, preservative-free products. She needed to understand customer preferences to determine the most effective way to promote the company and grow her clientele.