BakedIn: How Rich’s Created
a Culture of Character
RICH Products
Part origin story, part leadership philosophy, Baked In is a 360-page celebration of Rich Products’ culture of character—told through personal reflections, family legacy, and more than seven decades of growth. What began with one innovation in non-dairy whipped topping has evolved into a global, family-owned company driven by values like loyalty, servant leadership, and care for its people.
White Bicycle was asked to help shape this business book into something far more immersive: a coffee-table-worthy experience worthy of Rich’s story. Designed in close collaboration with the Rich Products team, Baked In pairs thoughtful writing and interviews with rich photography, archival materials, custom illustrations, and playful production touches. Each chapter opens with animated folio-style icons, and the entire book is housed in a translucent acrylic slipcase with foil embellishments.
More than a corporate retrospective, Baked In honors a company shaped by character and propelled by people—earning Best of Show honors from AAF Buffalo.
This follow-up to Memoirs of an Innovator tells the next chapter in Rich’s story—one shaped by global growth, generational leadership, and the voices of those who lived it.
The sewn and drawn on cover is a 120 Cover Sterling Dull that features Rich’s Red, and a metallic Pantone aligned with a Spot UV coating.
White Bicycle worked with Luke Copping to photograph members of the company's senior and global leadership team, that are featured prominently in the book.
Spanning three generations and more than seven decades, Baked In traces the remarkable evolution of Rich Products Corporation from a bold kitchen-table invention into a global food industry leader. What begins with the Founder’s wartime innovation—a non-dairy whipped topping made from soybeans—quickly transforms into a story of entrepreneurial grit, family stewardship, and a deep commitment to doing the right thing. Through moments of breakthrough, challenge, and reinvention, the book explores how Rich’s scaled its business while preserving its soul, cultivating a values-driven culture that empowers associates across continents. It’s a story told through personal reflections, pivotal decisions, and a throughline of care that proves: when character is baked in, it rises.