Miss Jones Baking Co. is an organic baked goods company selling everything from dairy-free icing to all-natural funfetti cake. It's been called the millennial Betty Crocker. Sarah Jones is the founder of the company. She was a lifelong baker before she decided to leave her tech job in Silicon Valley to get into the baking business. Jones says she saw an opening in the baked goods market while walking through the aisles of Whole Foods. Not long after, she launched her own company offering organic, non-GMO baked goods. The company is currently available in 5,500 stores nationwide, and on Amazon. Jones talks about why the in-store experience is still important in spite of the growing trend towards e-commerce.