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N O R T H a M E R I PASTRY & BAKING NORTH AMERICA NORTH NORTH AMERICA Volume 2 Issue 3 2008 VOLUME 2 ISSUE 3 2008 Leslie Mackie – Macrina Bakery Pastry Cup Qualifier Three Color Cigarettes WWW.P ASTRY NA.COM Letter From The Editor Challenges Ahead 1. Lock in client loyalty. Remember, you aren’t the only one facing economic hard times. What can you do to serve your best clients? Call and ask! 2. Make time for Face Time. It’s easy to slip into the habit of staying in the kitchen and doing business by phone and email. Visit the front of the house and visit with guests. Listen for opportunities where you can offer a solution for their problems. 3. See a Need and Fill It. When global economies are hurting, sometimes luxuries are the first to go. However, if there’s a need, there’s usually money to pay for a solution. Can you create products or add-on items that fill a need? 4. Create package options. In hearty economic times, there’s more to go around. When companies face downturns, slashing expenses is one of the first things companies do. To stand out from others, create package deals that offer lots of value-add for the dollar. This way you will stand out as a good deal. 5. Do more for less. The financial news is grim, but there are opportunities We aren’t talking about giving away the farm. We are talking for those in foodservice that keep their eye on the prize about doing just slightly more for the same amount. If you and are able to adapt and reposition there would normally tack on fees for an item, throw it in for free. service/business/skills. Gifting ignites the law of reciprocity and loyalty follows. Let’s face it, pralines, macarons, chocolate pots de 6. Implement systems and marketing campaigns. créme, lavish wedding cakes and gluten free epis aren’t Businesses that take a proactive approach will feel less blind- exactly stables for the man on the street. And with sided. Create your plan now and implement it. And whatever every passing day bringing more dismal news on the you do, don’t cut back on sales and marketing initiatives! economic front, most people agree the remainder of 2008 will be a challenging year for foodservice, especially pastry and baking. The conventional wisdom holds that the affluent Being proactive today will pay dividends tomorrow. market is unaffected by the economic ups and downs that hurt the middle-income consumer.† But today the affluent consumer market is far more diverse and Regards, stratified than it historically ever has been and the best way to protect your sales and customer base is to be Joseph Marcionette proactive. Consider the following strategies whether you’re a shop owner, restaurant employee, hotel chef Editor-in-Chief or wholesale baker: Email: [email protected] 2 Pastry & Baking North America astry&bakin P NORTH AMERICA g House Specials 10 10 6 Off The Wire Asian The latest news, happenings, Pastry Cup events and product updates for Once again Team Singapore the well informed professional. captured the Asian Pastry Cup and is headed to compete with the rest of the world in Lyon. 18 Regional Showcase Join P&B NA on a tour of North America and beyond as we 46 46 visit with and showcase talented Chef in Focus professionals who share their As chef/owner of Macrina Bakery, favorite recipes. the place where Seattlites congregate for fresh baked goodness, Leslie Mackie is tasked daily with living up to her James 36 Beard nominations, widely Sugar Arts acclaimed cookbooks and her The incomparable Ewald Notter global reputation as a true artisan. provides step-by-step instruction and insight into his passion and craft. 58 58 Chocolate Love 62 World renowned pastry chef and Wild Sweets chocolatier extraordinaire The Dubys dazzle with their leading Norman Love presents step by step edge approach to innovative instruction for three color cigarettes. creations. 4 Pastry & Baking North America astry&bakin P NORTH AMERICA g Published by Synergy1 Group, Inc. PUBLISHER Synergy1 Board of Directors EDITOR IN CHIEF Joe Marcionette CREATIVE DIRECTOR Lisa Dinges SENIOR EDITOR Campbell Ross Walker ASIA PACIFIC EDITOR Rachel Lee NETWORK MANAGER Michael Ethier SENIOR WRITERS David Martell, Laura Geatty CORPORATE OFFICES: North America PO Box 291162 Port Orange, Florida 32129-1162 Email: [email protected] Asia Pacific 32 Maxwell Road #03-07 White House Building Singapore 069115 Fax: (65) 6323 1839 www.PastryNA.com Pastry & Baking North America Volume 2, Issue 3. All rights reserved. © under Universal International and Pan American Copyright conventions. This publication is a creative work fully protected by all applicable copyright laws, as well as by misappropriation, trade secret, unfair competition and other applicable laws. Off The Wire News, events and happenings from around the region TEAM USA DAZZLES CHICAGO Top US pastry chefs demonstrate technical and culinary skills At invitation-only event in Chicago Valrhona and the Coupe de Monde de la Pâtisserie, aka, the World Pastry Cup, introduced the members of TEAM USA at a private reception that took place Monday, May 19th at the Sofitel Chicago Water Tower. Over 100 guests made up of industry professionals, pastry chefs, chocolatiers and the media learned more about TEAM USA’s training process, tasted a variety of plated desserts and chocolate confections and watched the team put the finishing touches on two intricate showpieces made of sugar and chocolate. TEAM USA’s members are: Team Captain David Ramirez, Executive Pastry Chef at The Rosen Shingle Creek in Orlando, FL; Rémy Fünfrock, Executive Restaurant Pastry Chef at The Broadmoor, Colorado Springs, CO; Roy Pell, Executive Pastry Chef at The Phoenician, Scottsdale, AZ; and Team Alternate Jim Mullaney, Executive Chef at The Cloisters Hotel, Sea Island, GA. TEAM USA president is pastry consultant, En-Ming Hsu. 6 Pastry & Baking North America 7 Off The Wire The team has been meeting for monthly training sessions at L’Academie de Cuisine in Gaithersburg, MD since being selected in fall 2007. The reception was the first opportunity for the chefs to present to an audience of industry professionals examples of the showpiece techniques and types of desserts that they hope will impress the World Pastry Cup judges and capture the gold in 2009. Coached by En-Ming Hsu and with the skilled help of advisors Derek Poirier, Corporate Pastry Chef for Valrhona USA and pastry chef and instructor Sylvain Leroy, Captain Ramirez and his team, in a matter of hours, created two showpieces and prepared two desserts: Kalamansi and Coconut Verrine and Nola, Valrhona Caraïbe Chocolate Passion Fruit Cake, the winner of the award for ‘Best Chocolate Cake’ at the 2007 World Pastry Cup. Guests included chocolatiers Michael Recchiuti of San ‘The chefs have been working non-stop and Chicago was a great Francisco’s Recchiuti Confections and Dylan Bigelow of city to showcase their talents and the impressive pieces they have Seattle’s Fran’s Chocolates; Chicago pastry chefs Andrés Lara been working on,’ said TEAM USA Captain Hsu. The event was of NoMI restaurant at the Park Hyatt and Kate Milahus of enthusiastically received by guests who gave the chefs encouragement Room 21, along with industry veterans such as Matt Nielsen and renewed enthusiasm for the upcoming months of grueling of Nielsen-Massey Vanilla. Media covering the event included training leading up to the competition in Lyon in January 2009. Terry Chicago’s NBC 5 WMAQ-TV ‘News at 6’, Food Arts, Chef, Boyd, Blue Kitchen blogger, wrote, ‘So what are Team USA’s prospects PLATE magazine and food bloggers Pro Bono Baker, Blue for winning this year? Well, if the Chocolate Passion Fruit Cake we Kitchen and Leite’s Culinaria. sampled is any indication, I’d say they’re pretty delicious — er, good.’ 8 Pastry & Baking North America Off The Wire Specialty Breads, Viennoiserie, and Artistic Design. The Bread Bakers Guild Team competition takes place over the course of three days, with four USA 2008 Ranks 4th in teams competing each day. A committee of judges then ranks The World each team based on overall performance. The purpose of the competition is to gather artisan bakers US bakers foster goodwill, from around the world to celebrate their profession, share promote baking education knowledge of artisan baking techniques, and reinstate the value and showcase baking and restore the image of the artisan baking professional. For more information on Bread Bakers Guild Team USA visit ability. www.bbga.org. The Bread Bakers Guild of America is a non-profit alliance Bread Bakers Guild Team USA 2008 of professional bakers, farmers, millers, suppliers, educators, competed against the best bakers in students, home bakers, technical experts, and bakery owners the world during the Coupe du and managers. It was formed in 1993 to shape the skills and Monde de la Boulangerie. Solveig knowledge of the artisan baking community through education. Tofte, head baker at Turtle Bread For more information, contact The Guild office at 412.434.0208 Company in Minneapolis, MN or [email protected]. represented the US in the Baguette and Specialty Bread Category; Dara Reimers, an aspiring bakery owner from Auburn, ME in the Artistic Design Category; and Peter Yuen, owner of La Patisserie P in Chicago, IL in the Viennoiserie Category. Bread Bakers Guild Team USA 2008 placed fourth in the competition. Yuen also ranked individually, placing in the top four within the Viennoiserie category. The Coupe du Monde de la Boulangerie is an international artisan bread baking competition held every three years in Paris, France. Also known as the World Cup or Olympics of Baking, the Coupe du Monde takes place at Europain — the world bakery, patisserie and catering exhibition in Paris.
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