We had the good fortune of connecting with Jaime Krueger and we’ve shared our conversation below.

Hi Jaime, can you tell us more about your background and the role it’s played in shaping who you are today?
I’m from a really small town — Farwell, MI. My family home is actually in the neighboring town, but I attended school in Farwell and spent a lot of my time there growing up.

Farwell is one of those small towns where everyone knows everyone. There were two small grocery stores and a few other “mom & pop” businesses. There wasn’t a lot of entertainment, outside of learning to entertain yourself as a kid. I spent most of my time outside, drawing, baking, cooking, and being with family.

Things were simple growing up and I remember loving the holidays, music, the chance to make things with my own two hands, and listening to my parents and grandparents’ memories and stories. There were no cell phones and no computers as a little kid – you made your own fun. Cassette tapes and later on, CD’s, were the best technology we had, besides TV and Saturday morning cartoons. Summer was filled with catching frogs, daisy picking, and putting lightning bugs in jars. It was also filled with sibling squabbles, and getting the Saturday chores done before we went anywhere else. We pitched in when asked and even though we didn’t always love it, we learned from it.

My grandparents and parents were hard workers and always taught us to earn our keep. Anything worth having, was worth working for. You took pride in yourself, your home, and your reputation. You were kind to others, but you stood up for what you believed in, too.

As a teen, things always seemed strict and that was frustrating. Homework and chores came first, before anything deemed “fun.” As an adult, I can look back and see how many great lessons I learned. I now appreciate the work ethic instilled in me from an earlier age. Life is sweeter when you’ve put in a solid day’s work and have done your best.

I feel the same when I look at my business, Simple Roots Baking Co.. It can be daunting some days, but I never back down from a challenge. I might take a break here and there in the name of sanity, but I don’t give up.

I get the honor of being chosen by others to help them celebrate some of life’s greatest milestones and achievements. Knowing that others trust me to be a small part of that, gives me great motivation to do my best, be appreciative, and continue to grow, both personally and professionally. I owe it to my family and teachers for instilling those things in me. They definitely had the biggest impact on who I am today.

Alright, so let’s move onto what keeps you busy professionally?
I have baked my entire life, alongside my mother and grandmothers. It wasn’t until 2021 that I took the leap to start my own cottage bakery business.

What sets me apart from others, is that I bake exclusively vegan baked goods and custom cakes. I’m also exclusively dye-free in my kitchen.

It has taken a lot of time and practice to get to this point, as I am self-taught in cake decorating. I have had many failures in the kitchen – cakes that have leaned and tiers that have collapsed, recipes that have failed, and decorating disasters. I’m basically a student of Instagram and YouTube and it’s been quite an experience. I’ve learned that mistakes will happen, failures may occur, but nothing impossible. The best advice I have is to keep going, try again, and give it your best, each and every time.

Simple Roots Baking Co. is an evolving small business and I pride myself on staying true to my values, using better quality ingredients, and helping others in my community with my talents. I wholeheartedly believe that community is far more important than competition.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If friends were visiting my current city, Midland, there are plenty of great spots I’d show them. From the many coffee shops (Live Oak, Boomerang, Creation Coffee) to the sweet, developing downtown area with plenty of small shops and boutiques (Botanica, Serendipity Road, Prim Sage) everyone always seems to appreciate our small city.

The local tea house, Grove Tea Lounge, and downtown distillery, Three Bridges, are must-go hangouts that are friendly for everyone.

Dow Gardens and Whiting Forest are the prefect places to unwind, take a walk and soak in a variety of plants, flowers and trees, along with one of the longest tree canopy walks you can find.

Dow Diamond hosts the Great Lakes Loons, if it’s baseball season, as well as the Farmer’s Market from May – October. The “Tridge” is our unique three-legged bridge and offers great strolls over the river, surrounding parks, and often is the center of many festivals.

Aster, One Eighteen, Molasses, and Gratzi are some of the best dinner spots in downtown, each with their own unique environments and menus. You can’t forget ice cream from Great Lakes Ice Cream or treats from Heather & Holly for dessert!

Who else deserves some credit and recognition?
I’d like to thank my family, closest friends, and mentors for all of their support in this venture. My grandparents, parents, sister, my husband, and my daughter are all a part of this journey. They push me to be better and keep going every day. Thank you to my in-laws for their support, encouragement, and stepping in when I need extra help to make things happen.

I’d also like to thank my favorite non profit organization – Self Love Beauty, its founder, Lisa Tarkington, and many of my fellow ambassadors, for instilling confidence, giving pep talks, and helping me find the courage to keep taking leaps into all of the opportunities that have led me here.

Website: https://simple-roots-baking-co.square.site/

Instagram: @simplerootsbakingco

Linkedin: https://www.linkedin.com/in/jaime-krueger-2a35b9ba?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

Facebook: https://www.facebook.com/simplerootsbakingco?mibextid=LQQJ4d

Image Credits
Evie & Jr. Photography Sage & Sandcastles Photography Creative Grace Photography Simple Roots Baking Co.

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