Wisconsin School of Business UPDATE Magazine Spring 2018

Peter Olesen (BBA ’09) Peter Olesen (BBA ’09) always knew he could make a lot of dough when he grew up. Layers and layers of it, in fact, sometimes filled with pecans, cherries, or cream cheese.

Olesen is vice president of O&H Danish Bakery, which is nationally known for its signature item, kringle. The fourthgeneration business was founded by Olesen’s great-grandfather in Racine, Wisconsin, where O&H is still based and growing.

“We’ve been good about teaching our team members how to bake,” he says.

“Now we are teaching them how to lead and to build a strong company.”

Kringle, a circular Danish pastry that folds various fillings into its 36 thin layers, has fans throughout the U.S. The flaky treat was named Wisconsin’s official state pastry in 2013, was featured on CBS Sunday Morning, and has loyal fans who order it online or buy stacks of it in person. During the busy holiday season, O&H makes 6,000 kringles a day at its 44,000-square-foot baking center that opened in 2016.

The company long had an established fan base and mail-order business. As foodie culture and social media emerged, demand for unique items grew, and so did O&H. That prompted greater focus on marketing, which is also in the family; Olesen’s brother-in-law Matt Horton (BBA ’05) is vice president of marketing.

“We don’t just sell bakery,” Olesen says.

“Our customers invite us into their lives to celebrate their most special occasions and we weren’t really telling that story.

We do now.”

Olesen majored in finance and real estate, and considered a real estate investing career. He began his career as a consultant for Blue Stone International in Chicago. The kringle was always calling, though, and in 2012 when an uncle retired, Olesen came home.

His real estate and finance background is instrumental in helping to lead the company’s growth and strategy as its popularity grows. His experience in every job at the company from sweeping floors to running a cash register comes in handy during busy times.

“Every day I’m thankful for the opportunity to serve our customers and put out a product that we are all proud of making,” he says. “I can’t imagine not doing that. It’s in my blood.”

10 | UW–Madison Wisconsin School of Business