Natures Bakery

Haas Customer Begins NASCAR Journey with Danica Patrick and Stewart-Haas Racing

Nature’s Bakery, a rapidly-growing snack and food brand headquartered in Reno, Nevada, has joined Stewart-Haas Racing (SHR) to become the primary sponsor of driver Danica Patrick and the No. 10 team in the NASCAR Sprint Cup Series beginning with the 2016 season.

Nature’s Bakery was founded in 2010 by the father-and-son duo of Dave and Sam Marson with a mission of making delicious, convenient, on-the-go snacks that complement health-conscious living and active, everyday lifestyles.

When asked how this partnership was made possible, Nature’s Bakery Executive Vice President Sam Marson credited Nature’s Bakery’s existing relationship with Haas Automation, Inc. and Haas Factory Outlet, A Division of Selway Machine Tool Company Senior Sales Manager Keith Granno.

“It’s exciting how it came about. It was through Haas Automation actually,” said Marson during Tuesday’s press conference. “We build a lot of our own baking equipment. So that relationship with my regional sales rep of Haas Automation (Granno) got together and became friends. He happened to have a contact here at Stewart Haas Racing. The dialogue started. It was kind of a crazy idea that we’ve made reality here today.”

Danica Patrick

Nature’s Bakery uses Haas machines to make parts for their ovens and other equipment they use to make the fig bars and other delicious snack foods the company produces. Similarly to Haas, Nature’s Bakery prefers to do things in-house.

“We purchase Haas Automation machinery,” said Marson. “We use their machinery in our company. We have our own machining and fabrication shop. We build most of our equipment to make our products. That’s what gives us a leading edge on some of our competitors. We can keep up with rapid growth. We’re not paying another company to build our stuff for us. We are doing it all in house, vertically integrated,” he said.

The multiyear sponsorship agreement will see Nature’s Bakery and its signature tagline, “Energy for Life’s Great Journeys,” adorn Patrick’s No. 10 Chevrolet SS for 28 races a year.

In addition to announcing Nature’s Bakery as the primary sponsor of the No. 10 team beginning next season, Patrick, along with SHR co-owner Tony Stewart, also announced that she has signed a multiyear extension to remain with SHR.