Taartenwinkel.nl is a popular Dutch bakery and e-tailer with a single location in Utrecht, Netherlands. Since its entire line of cakes, pastries, and petit fours are produced in-house in a single commissary bakery, the company controls its product completely, and enjoys a lot of freedom to innovate when it comes to pivoting to the latest trends and developments in baking and sweets. While consumers can certainly order a single cake for a family occasion, a large portion of its business is B2B. Businesses can upload logos, photos, or corporate messages that can then be printed onto the cakes, transforming them into marketing tools for clients, rewards for a successful product launch, treats for a company retirement party, or just about any corporate special event you can imagine. The Netherlands is about twice the size of the state of New Jersey, a manageable enough size that most any e-tailer ought to be able to easily serve the entire nation without air freight. And Taartenwinkel's Utrecht bakery is mercifully located in the center of the country. Still, freshly baked products aren't shelf-stable, durable, robust products that other e-comm outlets might be selling and delivering. These are delicate items that need to be delivered promptly and gently, all the while maintaining a certain temperature.
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