Butterfly Bakery credits Working Lands grants with marketing boost and new sales

Claire George, owner and CEO of Butterfly Bakery of Vermont, told the Working Lands Enterprise Initiative that two 2025 grants helped the company expand marketing, attend trade shows and attract outside investment.

George said Butterfly Bakery received a $45,000 business-enhancement grant focused on photography, earned media and paid digital marketing, plus a $5,000 trade-show grant to attend the New York NOW trade show. She said the marketing grant played a role in the company’s ability to secure outside investment and to accelerate branded‑sales growth.

"Our branded sales grew 27% compared to the same period of '24," George said, adding that November–December growth was nearly 50%. She told the committee that if Butterfly Bakery doubles branded sales over the next four years, the business could bring about $5 million more into Vermont from out‑of‑state customers than it would otherwise.

George described Butterfly Bakery as a farm‑to‑fork manufacturer that sources the majority of milk, produce and maple within about 200 miles of its 16,000‑square‑foot facility; the kitchen itself is roughly 3,000 square feet and the business employs about 15 full‑time year‑round staff. She said the business handles its own fulfillment and ships from its facility rather than relying on a fulfillment center.

In Q&A, George described distribution partners (small distributors and a larger partner, Rainforest, which recently acquired Associated Buyers) and said the company uses wholesale platforms and direct relationships with independent retailers. She said the business uses microbatches and experimentations on its website and maintains a generosity/charity program that donates a portion of proceeds to organizations including the Vermont Food Bank and World Central Kitchen.

Program staff and lawmakers praised the multiplier effect of the Working Lands model — George emphasized how manufacturer demand stabilizes farm income by creating reliable markets for ingredient producers. The committee paused for five minutes and planned additional presentations after questions and the break.