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Sara Lee Fresh Announces the Acquisition of Alfaro's Micro-Bakery Inc.; Specialty Bread Category Leadership Strengthened.

LOS ANGELES--(BUSINESS WIRE)--Aug. 12, 1998--Further strengthening its position in the growing specialty bread market, Sara Lee Fresh announced the acquisition of Alfaro's Micro-Bakery Inc.

Alfaro's Micro-Bakery manufactures, distributes and markets specialty Artisan breads. These are premium fresh breads made with highest quality ingredients. Alfaro's breads come in many sizes and shapes that include rolls, loaves, rounds and baguettes. From authentic Santa Cruz Sour Dough Rounds to Roasted Garlic Loaves, the range of gourmet varieties appeals to consumers looking for full-flavored fresh bread.

Alfaro's was founded in 1988 by Richard Alfaro, who will remain as vice president and general manager. Alfaro's has headquarters approximately 100 miles south of San Francisco in Watsonville, Calif.

Alfaro's currently markets its products in the Santa Cruz and San Jose, Calif. area, serving grocery stores, restaurants and wholesale club stores. It also has limited distribution to San Francisco, Oregon, Washington State and Hawaii.

"Sara Lee Fresh has been a leader in the development of the specialty bread category with its fresh bagels, garlic bread and pita bread," said Simon Mani, president of Sara Lee Fresh. "We are the fresh bagel category leader by 3 to 1 vs. the competition in our current geography. Our goal with this acquisition is to further build the specialty bread category."

Sara Lee Fresh has state-of-the-art manufacturing facilities in Vernon, Calif. and Arlington, Texas. These two bakeries produce a wide variety of specialty breads including bagels and pita. Sara Lee Fresh distributed markets include: California, Arizona, Nevada, Texas, Oklahoma, and Illinois. Sara Lee Fresh is a division of Chicago-based Sara Lee Corp.

 CONTACT: Sara Lee Fresh, Los Angeles
 Dawn Caldwell, 213/277-8615


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Publication:Business Wire
Article Type:Article
Geographic Code:1USA
Date:Aug 12, 1998
Words:273
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