Behind the Barkery: What Hannaford Taught Us About Growth

From local craft fairs to grocery shelves, we’ve come a long way—but growth in small businesses is rarely a straight line. Here’s a look behind the scenes at what it means to expand, adapt, and stay true to your roots.

If you’ve followed Buff Cake Barkery from our early days slinging cookies at pop-ups and craft fairs, you know we’ve always done things a little differently.

No storefront. No flashy gimmicks. Just dog treats made with integrity, heart, and a lot of love.

So when we landed on the shelves of Hannaford, it felt like a milestone.
And it is—but it isn’t the finish line.

Bigger Chains, Bigger Lessons

The truth is, nothing in small business is guaranteed.
Not a sold-out event.
Not online sales.
Not wholesale orders.
And definitely not shelf space in a major grocery chain.

Our hope in joining Hannaford was simple: to increase visibility, grow our monthly sales, and—someday—create a dedicated baking space that isn't our home kitchen at 2 AM.

But like most things in business, reality is more complicated. You don’t just “get in” and coast. You still have to earn your keep every day.

Visibility vs. Independence

Being in a big store like Hannaford gives you reach. People who’ve never heard of us now see our treats next to national brands. That’s exciting.

But it also comes with trade-offs. You lose a bit of the personal touch. You have to meet certain requirements. You might not get feedback or insights the way you do from your favorite coffee shop or general store owner who knows your dog’s name.

We’re learning how to walk that line—how to grow without losing what made us special in the first place.

This Was Never About One Store

Getting into Hannaford doesn't mean “we made it.”
It meant we were getting somewhere.

It’s a chapter in our journey—not the whole story.

And getting there wasn’t instant. It took a couple of years, and when it finally happened, it came in fast—9 stores all at once. But that kind of growth isn’t typical. Most of the time, it’s one email. One call. One visit. Then another. And another. Over months.

We try to reach out without disrupting store owners during their busiest hours. We check and double-check to make sure we’re not stepping on the paws of other local brands—especially when websites don’t always reflect current stock.
We do the legwork. Sometimes for one spot on one shelf. And we’re okay with that.

Because each store is more than a sale. It’s a relationship. And every single one takes time to build.

And to be totally honest? 2024 came at us hard.
We had big dreams. Some had to pause. Life had other plans.

While we don’t share everything publicly (because not every challenge needs to be aired out on the internet), we can say this: we’ve learned more about grit, resilience, and pivoting than we ever expected.

Small Business Will Always Be Our Heart.

Even with our sights on growth, we still show up for the little guys—because we are the little guys.

We’ve worked the 80+ hour weeks. The late nights. The balance of work, family, and a body quietly waving the white flag. And no, it’s not something we wear as a badge of honor. But it’s real.

We love being in stores with stories. With owners who greet you by name. With shelves full of handmade goods, not mass-produced trends.

If we get to be part of their story? That means everything to us.

Some stores stay. Some move on. And that’s okay.
Every partnership—short or long—is part of our path.

We Still Show Up—Just Smarter.

Yes, we’re in stores now.
Yes, we’re growing.
But no, we haven’t left our roots behind.

We still do events—and we love them.
There’s nothing like meeting the parents and pups who keep us going, face-to-face.

From dog-friendly markets to rescue fundraisers, we choose the events that matter. Ones that let us connect, give back, and stay part of the community we care so deeply about.

The only thing that’s changed is our strategy. We now choose more events that align with our mission: helping people and pups alike.

Because that’s where the heart is.

So What’s Next?

We’re still learning. Still growing. Still dreaming of that bakery space.
And still baking every single batch with care.

Because at the end of the day, Buff Cake Barkery isn’t about being “big.”
It’s about being worth it—for you, for your dog, and for every shop that believes in what we do.

Thanks for being here.