GreenIsland Bakery is an Irish and European style bakery based in Washington, D.C., specializing in traditional baked goods with a focus on shortbread. The company blends a commercial bakery model with social impact efforts, particularly supporting women recovering from trauma. Pulse 2.0 interviewed GreenIsland Bakery founder Caroline Johnston to gain a deeper understanding of the company.
Caroline Johnston’s Background
Could you tell me more about your background? Johnston said:
“I am an international business executive with over 15 years of managerial and business development experience across Europe and the Americas. My academic journey took me through several countries: I completed my MBA in Spanish at EUDE in Spain, earned a BA in Management from ESC Business School in France, and an MA in International Business and Languages from Heriot Watt University in Scotland.”
“I am multilingual and also a certified coach with a specialist focus on leadership for women and positive psychology. In 2019, I established Caroline Sarah Ventures LLC to provide consulting and coaching services that motivate and guide individuals through customized pathways to success.”
“Most recently, I launched Green Island Bakery, an Irish and European specialty bakery based in Washington, DC. Partnering with Union Kitchen, I introduced our shortbread range in multiple retail stores, and I am building partnerships with nonprofit organizations to serve the local community.”
Formation Of The Company
How did the idea for the company come together? Johnston shared:
“The idea was born from both nostalgia and purpose. Growing up in Northern Ireland during The Troubles, my mother turned our kitchen into a safe haven. Amid fear and uncertainty, she filled our home with warmth, resilience, and community through baking. That experience showed me that baking could be more than food; it could be a source of healing, connection, and even economic opportunity.”
“When I moved to the U.S., I missed the bakeries and classic Irish baked goods from home. Green Island Bakery became my way of bringing a true taste of Ireland to America, from our signature shortbreads to pies, scones, breads, cupcakes, and our curated gift boxes and corporate offerings.”
“The heart and soul of our bakery is our social impact mission. We are dedicated to supporting women survivors of violence, beginning with programs for survivors of domestic violence, trafficking, and female veterans. We have partnered with organizations like Survivor Ventures to provide pathways to healing, skill-building, and workforce re-entry. As the world rediscovered during lockdown, there is incredible power in baking, and we want to use that power to uplift and transform lives.”
Favorite Memory
What has been your favorite memory working for the company so far? Johnston reflected:
“There have been many proud milestones, but two stand out. First, on the business front: securing our agreement with Whole Foods and being recognized by Goldman Sachs. Those moments validated the quality of our products and the strength of our vision.”
“Equally meaningful has been seeing our first pilot training program succeed. Mentoring women, watching them gain skills and confidence, and helping them take steps toward future opportunities in the food industry has been profoundly rewarding. Baking does not just nourish; it can create belonging, purpose, and a path forward. Those moments remind me why we do this work.”
Core Products
What are the company’s core products and features? Johnston explained:
“GreenIsland Bakery was established in 2020 and is an Irish & European bakery inspired by family recipes handed down through generations. The full range of freshly baked goods are ideal for catering events and special occasions.”
“Millionaires bars and our fudge brownies are crowd sellers. Specializing in a melt in your mouth shortbread range that can be found in multiple retail stores and online for corporate gifting.”
“Baking mindfulness classes and positive psychology coaching with baking class.”
Challenges Faced
What challenges has your company faced recently, and how have you overcome them? Johnston acknowledged:
“Operating in the food industry is not for the faint of heart. In recent years, rising ingredient and supply costs have created margin pressures across the board. We’ve addressed these challenges by streamlining operations, diversifying vendor relationships, and continuing to innovate in how we bring our products to market.”
Evolution Of The Company’s Technology
How has your company’s technology evolved since launch? Johnston noted:
“We’ve invested in advanced production equipment, including a cookie extruder and bar cutter, which have helped us scale efficiently while maintaining quality. On the commercial side, we’ve expanded our reach by leveraging online marketplace platforms, enabling us to connect with more customers nationwide.”
Significant Milestones
What have been some of your company’s most significant milestones? Johnston cited:
“Securing national distribution through partners such as Aramark, UNFI, and Sysco has been a game changer for our growth trajectory. Internally, adding key leadership roles such as our Operations Director and Sales Director has strengthened our ability to scale strategically and sustainably.”
Customer Success Story
Can you share an example of a customer success story? Johnston highlighted:
“One highlight was collaborating with the White House Historical Association to design custom cookie boxes for the D.C. government. That opportunity showcased not only our product quality but also our ability to tailor offerings for high-profile clients.”
Total Addressable Market
What total addressable market (TAM) are you pursuing? Johnston assessed:
“We’re focused on a U.S. market estimated at $12.6 billion, with significant opportunities in both retail distribution and specialty segments like corporate gifting.”
Differentiation From The Competition
What differentiates your company from competitors? Johnston affirmed:
“Our roots are in traditional Northern Irish recipes, which set us apart in terms of flavor and authenticity. Beyond that, we use baking as a form of therapeutic intervention, creating products with both cultural depth and a purpose-driven mission.”
Future Goals
What are your future goals? Johnston emphasized:
“We’re pursuing a multi-pronged growth strategy: establishing additional production locations, expanding licensing opportunities for our program, and continuing to broaden our footprint in both consumer and corporate markets.”
Additional Thoughts
Are there other areas you’d like to highlight? Johnston concluded:
“Yes! We’re particularly excited about our team-building classes, private events, and corporate gifting programs. These offerings allow us to connect more directly with organizations and communities, while showcasing the versatility of what we do.”
