DeBary Plant Readies for Smart Baking Manufacturing

Collaboration Leads Smart Baking Company to Select Volusia County

Smart Baking Company’s product lines include low-carb, gluten-free Smartcakes® and Smartbuns® made from fresh, natural, non-GMO ingredients.

Smart Baking Company LLC is a rising star in “smart nutrition” and is in the process of transforming a 50,000-square-foot building in DeBary into the company’s third manufacturing plant. The effort to bring Smart Baking Company to Volusia County was led by commercial REALTOR® John Wanamaker of Coldwell Banker Commercial AI Group. From the beginning, Wanamaker worked closely with DeBary Economic Development Director Roger Van Auker, Duke Energy, CareerSource Flagler Volusia and Team Volusia Economic Development Corporation (TVEDC). Wanamaker also serves on the board of TVEDC.

Smart Baking Company is a market leader in the creation of gluten-free, no carbohydrate, no starch, sugarfree, high protein products including Smartcakes and Smartbuns. Smart Baking was founded by the Heuvel family, a Dutch family that moved to the United States in 2002 and became restaurateurs. They recognized the challenge of choosing between food cravings and fitness goals, so they decided to turn to science for solutions. Several years of research resulted in a proprietary blend of oat fiber, corn fiber and flax, and its leading-edge pharmaceutical process.

“Our products are produced with formulations, not recipes,” said Harvey Heuvel, company founder and CEO. “It’s an entirely different process from other commercial bakeries, and it produces entirely different products.”

The company currently employs about 85 people; with the addition of the DeBary plant, the workforce will increase by 30 to 40 in the near future and up to 100 employees over the next three years. The company is investing more than $1 million initially in renovations to its new location.

Smart Baking Company products are widely distributed via the internet.

“We have a particularly strong following among diabetics and those who are particular about ingredients in their food products,” said Heuvel. “We are also in 1,000 grocery and health-food stores. Our products have very high satisfaction ratings and are known for great taste. We are excited to expand our capabilities with our new location in Volusia County shortly after the first of the year.”

The City of DeBary is helping move things along by expediting the permitting process. “We’re assisting in several areas to ensure no delays in permitting, inspections and the long list of requirements that must be met in order to commence operations,” said Van Auker. “We continue to work with our partners throughout this process.”

From Team Volusia’s perspective, the Smart Baking Company is a big win for DeBary and Volusia County.

“Of course, we are always pleased to welcome businesses such as Smart Baking Company to our community,” said Dr. Charles Duva, chairman of TVEDC. “But when such companies are growing based on leading-edge technologies, that is extra special for all concerned. And expansion underscores the power of collaboration of private and public sector economic development offices.”