Crisis can be defined as an unplanned and unwanted process that lasts for a certain period of time. It is possible to partially influence it, it endangers the organizational survival ability, disables the achievement of goals and survival of the organization. Crisis arises unexpectedly, and the specificity of crisis management emerges, since it implements the management system tasks that do not match the standard organization work procedure. Depending on the stage in which the crisis is identified, it will depend on how to act and overcome it. Potential, latent and acute crises are one of the kinds of crisis in the organization, according to the degree of perception. Crisis management can be defined as a set of functions or processes aimed at identifying, studying and anticipating possible crisis situations and establishing special ways that will enable the organization to prevent a crisis or an effective response and its successful resolution, minimizing the consequences and bringing it back to normal. There are companies that are prone to crisis and companies that are crisis-ready. The crisis can arise with and without warning. Most of the crises arise because the company does not pay enough attention to events in the environment. By monitoring and keeping track of nearby events, the company can decide in a timely manner what can be used for its benefit and what should be avoided. If the crisis cannot be avoided, it is necessary to take specific action to stop it from further development. In order to avoid or mitigate the consequences of the crisis, it is necessary to know how to effectively manage the crisis in the organization, that is to develop crisis management activities that work to the greatest extent possible to reduce the potential damage that the crisis may have on the business. Risk management enables company to overcome risks and reduce their adverse effects to minimum, which enables company to achieve better business results and goals. The economic crisis has also affected the bakery industry, which is difficult to survive while some bakeries are collapsing. The market for bakery products is divided into large and small producers, that is regional producers and a large number of small bakers that are present only in some cities. Small bakeries are struggling with the larger bakery industry, which in times of crisis can offer lower product prices compared to "kvartovske" bakeries.