Beyond Baking February 2017

Your Baking Industry News Source

BEYOND

BAKING

PACZKI DAY IS COMING! ••• Fat Tuesday is February 28th

2017 MIDWEST FOODSERVICE EXPO ••• Hands-On Demos & Awards Night

V O LU ME 81 • IS S U E TW O

PASTRY CHEF OF THE YEAR? ••• Q&A with Julia Julian

“

Neato-O's became involved with the WBA when we received a

message encouraging us to enter the Creative Cake Competition at the Midwest Food Service Expo which included WBA membership.

It was an amazing experience! Having been a new business at the time, it allowed us to make connections with other bakery owners, vendor partners, and WBA staff. This enabled us to share our stories, listen to others, ask and answer questions, and gain a sense of community! In the years that have followed, we have become more involved and we look forward to all WBA events!

”

- Tony & Amanda Nieto, owners of Neato’s Bake Shoppe, Baraboo, WI

WBA Board of Directors

WBA Staff

President Tamara Mugerauer, Tamara’s the Cake Guru

Dave Schmidt, CMB CEO

Vice President Bob Chaffee, Augusta Bakery Treasurer Judy Semrad, Muskego Marketplace Foods Board Trustee Bob Hiller, Rollin Pin Bakery Past President David Weber Directors-At-Large Tara Nowak, Sweet Lola’s Dawn Ebert, Simple Simon Bakery Jennifer Bukouricz, Monzu Bakery Tony Nieto, Neat-O’s Bake Shoppe Ken Heil, Sweet Perfections Bake Shoppe Ralf Tschenscher, Lesaffre Yeast Corporation

Jessica Hoover Communications & Marketing Director Debbie Lowery Accounting & Financial Coordinator Elise Timmerman Intern

Here it comes! Your Top Regional Bakery Event

270+ exhibits, timely education, bakery competitions, hands-on training & face-to-face networking… we’ve got YOU covered.

Test your talents or learn something new!

Several hands-on demos will be available in the Expo’s popular Pastry Studio. Get ready to try: • The Art of Artisan Bread

• Filling Chocolates & Garnishing Techniques • Basic Gum Paste Flowers • Cupcakes-Decorating Tips & Tricks • Braiding Bread Skills • Decadent Gourmet Eclairs • Repurposing Product

It’s part trade show. Part competition. Part networking.

And a whole lot of fun!

Bakery programs in partnership with:

March 13-15, 2017

Wisconsin Center • Milwaukee, Wisconsin

Register at www.everythingfoodservice.org

Modern Marketing for Bakery Owners Tuesday, March 14th 10:30-11:30 AM Location: Wisconsin Center - 1st Floor - Room 102D Presented by: Tamara Mugerauer, Owner of Tamara’s the Cake Guru Tara Nowak, Owner of Sweet Lola’s Cupcakery Jessica Hoover, Director of Communications & Marketing at Wisconsin Bakers Association

• Tamara Mugerauer

• Jessica Hoover • Tara Nowak

Focusing on a modern approach to marketing for the bakery industry, panelists will discuss how bakeries are marketing their businesses and staying relevant to the changing customer base. These industry leaders will talk candidly about their successes and challenges attributing to their insights.

Key discussion points will include: • Use of social media, wedding expos, mailings, television and radio advertising.

• Goals on gaining new customers and retention through loyalty programs, promotions and word of mouth.

• Benefits of POS systems, community and charity events.

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Join WBA for the Midwest Foodservice Expo March 13-15!

The 2017 Midwest Foodservice Expo is almost here! Hands-on sessions and multiple competitions take place annually right on the show floor. This year’s event takes place March 13-15 at the Wisconsin Center in downtown Milwaukee and it will be jam-packed with activities for you and your bakery staff throughout all the three days.

1:45-2:30 pm Repurposing Product (How to make your own croutons) By Ralf Tschenscher, Baking Business Development Manager, Lesaffre Yeast Corporation 3:00-3:45 pm Basic Gum Paste Flowers By Chef Jen McClure, Baking Instructor, Fox Valley Technical College

HANDS-ON DEMONSTRATIONS We are very excited about the hands-on demonstrations we have planned for the Pastry Studio. This year, 32 hands-on stations will be available for each session!

Arrive early to grab a spot!

Wednesday, March 15 11:00-11:45 am Braiding Bread

By Chef Tom Endejan, Baking Instructor, Moraine Park Technical College

Monday, March 13 1:00-1:45 pm

12:30-1:15 pm

Crazy for Cupcakes – Decorating Tips & Tricks

By Tamara Mugerauer, Owner, Tamara’s the Cake Guru

Gourmet Eclairs By Tamara Mugerauer, Owner, Tamara’s the Cake Guru

2:30-3:15 pm The Art of Artisan Bread

By Ralf Tschenscher, Baking Business Development Manager, Lesaffre Yeast Corporation Tuesday, March 14 10:30-11:15 am Filled Chocolates & Using Transfer Sheets to Garnish By Chef Julia Julian, Baking Instructor, Fox Valley Technical College • Photo of eclairs

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AWARDS & APPETIZERS The action doesn’t stop on the show floor!

Monday night will be the WBA’s premier member event of the year! Enjoy and unwind with industry peers at this celebratory afterhours event. Stick around for an evening of appetizers and awards. This is your opportunity to network with other WBA Members and bakery owners. Enjoy hors d’oeuvres while WBA announces the 2017 Bakery Operation of the Year, scholarship recipients, as well as our newest inductee into the Baker’s Hall of Fame!

This year’s awards night will include WBA’s Annual Membership Meeting as well as a Silent Auction to help raise funds for WBA’s NEW Foundation. Tickets can be purchased

online (http://bit.ly/2mD615u) or call the WBA office! (414) 258-5552. We have had a lot of fun the last couple of years at this event!

Check out the Midwest Foodservice Expo website at www.everythingfoodservice.org for a complete schedule of events happening throughout the three days. We look forward to seeing you at Expo!

Did you know that WBA Members can register for FREE? Just call the WBA Office or send an email to jessica@wibakers.com to find out what the WBA Member registration code is for 2017. Be sure to sign up today for this year’s Midwest Foodservice Expo! BB

Classy Girl Cupcakes Has Expanded to Brookfield with Second Location!

• Photo provided by Erica Elia

When owner, Erica Elia, opened Classy Girl Cupcakes in Downtown Milwaukee in 2010, there was only one other cupcake bakery in town. She had nothing to compare her new business to and had no idea if a cupcake bakery could even be successful. Turns out, not only has business been successful, but demand for cupcake bakeries is higher than ever.

kitchen and there’s no room to expand or grow. Although the new Brookfield location is a smaller space compared to Downtown, there’s room for greater capacity. Elia said, “It’s all kitchen. We actually have bigger ovens in there already and we can double the space one day if we need to.” In addition to the fully-equipped kitchen, Elia chose this location because of her clientele. “We do a ton of Waukesha County weddings…so being able to bake out of the new location will save a lot of time.”

Classy Girl Cupcakes opened a second location on February 1st in Brookfield Square Mall. The new 600 sq. ft. location occupies a space previously held by Arby’s. Elia said, “The spot has everything we need including a walk-in cooler and oven hoods, so we didn’t need to do any major renovation to it.” The 1000 sq. ft. Downtown space, while in a great location, has a very small

The cupcake shop typically has over 25 flavors available daily and is constantly coming up with new ones. “We recently went through a period of eliminating new flavors, because we get pretty excited about trying new things. Once they’re on the menu for a

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while, we get a sense of what the customers want and what’s really popular.” And what’s really popular at Classy Girl Cupcakes is, “red velvet and anything super gooey and chocolaty and caramel-y.” As for Elia’s personal favorite flavor, it’s got to be the Cinnamon Pecan French Toast cupcake.

“Hands down best thing we make”, she said.

“It’s a cinnamon butter rum cupcake and we put toasted pecan pieces in the batter. It’s topped with maple buttercream, cinnamon sugar and a pecan on top. Almost everyone who works here agrees it’s their favorite.”

Along with their standard line-up of cupcakes, Classy Girl Cupcakes also offers

jumbo filled cupcakes, cheesecake cupcakes, cupcake push pops, cupcake bombs, truffles and more. They also have talented cake decorators who can design the perfect cake for any occasion. Classy Girl Cupcakes only uses homemade buttercream, no fondant or gum paste. Head baker and “Buttercream Wizard”, Samantha Wright, is an essential member of the Classy Girl Cupcakes team, along with the 25-30 other employees that help the business run smoothly. Summer is a busy time for Classy Girl Cupcakes; they typically cater 8-10 weddings a weekend.

Additionally, throughout the year, they also cater corporate events, sell at festivals and participate in charity events. “We like to

keep ourselves busy,” Elia said.

strong social media following. One of the most popular ways of engaging with her businesses’ followers is the signature Crazy Cupcake Auction held often on their Facebook page. A half-sheet cake box with a 48 leftover cupcakes in a variety of flavors is auctioned off; interested customers bid on the lot and the winner usually getting 50% off the retail price. “People stalk our Facebook page for that contest”, Elia said.

Classy Girl Cupcakes hosted the 2nd Annual Cupcake Fest in October, 2016 at the Mitchell Park Domes. Elia came up with the idea when she discovered that there weren’t many of quality children’s festivals or activities to participate in with her 6 year-old daughter. The goal of Cupcake Fest was to create a fun and exciting event for children and their parents in the Milwaukee area.

The event’s first year was very successful with over 5,000 people attending.

Unfortunately, with the new location, Elia isn’t confident the Cupcake Fest will be held this year. Instead, however, Classy Girl Cupcakes is planning to open a party venue storefront in Brookfield Square Mall starting March 1st, in addition to the new retail location in the food court. Elia said, “We’re going to bring a lot of the games and activities we had at Cupcake Fest and bring them there.” She added that the new storefront would also host cupcake decorating parties for birthdays, showers, and other special occasions. Cupcake decorating lessons might be added down the road.

As a new member of Wisconsin Bakers Association, Elia added, “I like how WBA works to bring everyone together. I feel like there’s a lot of competition between bakers and I think it is nice to get to know each other and see that we’re all looking for the same thing and looking to be successful in our market.”

To lean more about Classy Girl Cupcakes, visit: www.classygirlcupcakes.com. BB

When asked where she sees Classy Girl Cupcakes in five years, Elia said that the “possibilities are endless”, and that she was considering opening additional locations, perhaps even expanding into other states, where there aren’t already cupcake bakeries available.

Elia shared this advice for new bakers just starting out, “Be very confident and be willing to fly by the seat of your pants and not know what’s going to happen.”

She added, “It’s important to be out in the community as much as possible.” Without a large advertising budget, Elia has built a

• Cinnamon Pecan French Toast Cupcake

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A Poem for Paczki Day Reprinted with permission from Judy Semrad, Muskego Marketplace Foods.

Judy currently serves as Treasurer of WBA’s Board of Directors.

Twas almost Fat Tuesday, and all through the store, The Paczkis were selling, we kept making more.

With Dan at the fryer, and Sarah at the hopper, She was filling the paczki, you just couldn’t stop her.

Then on to the icings, and some sugared, too, into their boxes they went two by two.

They were sorted and counted and labeled by name, So customers would know they weren’t all the same.

Some lemon and custard, apple and prune, Raspberry, blueberry - they’ll all be gone soon.

And I heard Sarah say, when the last paczki was gone, “Happy Paczki Day to all! This sure has been fun!”

Paczki: The Popular Polish Treat that Puts the “Fat” in Fat Tuesday For some, it’s called Mardi Gras; for others, it’s known as “Fat Tuesday”. But for Wisconsinites, it’s Paczki Day! Paczki (pronounced “poonch-key”) are traditional Polish filled doughnuts, made from deep-fried flat dough with fruit or cream filling, covered in sugar or icing. Paczek, the singular form of paczki, is translated as “doughnut” or “little package” in Polish. And these little packages pack quite the flavorful punch, not to mention a hefty calorie tag; paczki rack up almost 500 calories each! It’s not called Fat Tuesday for nothing! This traditional Polish treat is adored by people all around the world and Wisconsin is no exception!

In Poland, paczki are eaten especially on Fat Thursday, the last Thursday before Ash Wednesday and the beginning of Lent. The traditional reason for making paczki was to use up all the lard, sugar, eggs and fruit in the house, because their consumption was forbidden by Catholic fasting practices during Lent.

Paczki have been around in Poland at least since the Middle Ages, but they were believed to have been revolutionized during the reign of the Polish king, August III. He brought French cooks and bakers to Poland, who improved the dough so that the paczki became lighter, spongier, and more resilient.

During this time, however, paczki were filled with pork fat, not fruit fillings, and they were fried in lard. Interestingly, this delicious pastry also served as a link between the rich and poor in Poland; during times of celebrations, paczkis were consumed in huge quantities, regardless of class or family stature.

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In the United States, particularly the large Polish communities in Chicago, Detroit, Milwaukee and other large cities across the Midwest, Paczki Day is celebrated annually on Fat Tuesday by immigrants and locals alike.

Traditional Paczki flavors include prune, raspberry, apple, and apricot, but other more experimental flavors can also be found and range from peach to triple chocolate, red velvet, orange dream, key lime, and even maple bacon.

Fun fact: the world record for paczki eating is held by Matt Holowichi, who ate 23 pastries in 15 minutes! That’s approximately 11,000 calories and 550g of fat! Holowichi competed in the annual Paczki eating contest held in Hamtramck, Michigan, a mostly Polish town within Detroit.

So, whatever you call February 28th this year, make sure to celebrate with paczki!

And get to your local WBA Member bakery early for these scrumptious delights; odds are the lines will be out the door! BB

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FVTC Culinary Instructor Vying for Pastry Prominence Fox Valley Technical College Culinary Arts Instructor Julia Julian, CEPC, has earned a shot at winning national pastry chef of the year on behalf of the American Culinary Federation (ACF).

The Portage, Wisconsin native emerged as ACF Pastry Chef of the Year from its Central Region competitions held at Joliet Junior College in Illinois. Julian will bring her skills to the national ACF Cook. Craft. Create. convention and show in Orlando on July 9 against four other regional pastry winners from around the United States.

Julian is the second FVTC representative in three years to earn the distinct opportunity to demonstrate her baking skills at the ACF convention. FVTC alumna Laura Johnson-Lachowecki, CC, won top national pastry chef honors in 2015.

The ACF Pastry Chef of the Year Award recognizes a pastry chef who has displayed a passion for the craft, has an accomplished reputation in the pastry field, and has helped educate others by sharing skills and knowledge.

Chef Julian’s winning dessert (pictured here) featured a mango tart with toasted passion fruit meringue, coconut tuile, coconut crème fraiche ice cream, tropical fruit salad, passion fruit papaya, fluid gel and mango caramel.

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Q&A with Chef Julia Julian, CEPC Q: What’s your first memory of baking?

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A: Making a birthday cake for my mom. It was an applesauce snack cake which ended up having a huge crater in the middle when it fell because I did not bake it long enough.

My solution to the problem? Lots of icing! If only I know how to make icing properly when I was 8, it would have not turned out like a lake of sugar in the middle of the cake.

Q: What inspired you to become a pastry chef?

A: I love working with my hands and being creative with food. While my artistic ability to draw leaves something to be desired, I have found that I can draw and paint on a plate with food for others to enjoy.

Q: How long have you been an instructor at Fox Valley Technical College?

A: I started at Fox Valley just this past year in August of 2016.

• Chef Julia was awarded the 2017 ACF Central Region Pastry Chef of the Year

Q: What’s the best part of teaching aspiring pastry chefs?

Q: How long have you been baking professionally?

A: Seeing them develop their own skills and the confidence it gives them along the way.

A: Once I decided that I wanted to go to school for culinary and baking/pastry I got my first job at 18 years old at a bakery in my hometown.

Q: Can you describe your baking/pastry chef educational background?

A: I chose between two very different schools. One was private, the other was a technical college. I chose to attend Madison College in Madison, WI. I truly believe I would not be where I am today without the guidance and support of the instructors there. I completed a technical diploma in Baking and Pastry Arts as well as an Associate’s Degree in Culinary arts during my three years in school.

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Q: You were awarded the 2017 ACF’s Central Region Pastry Chef of the Year!

Can you describe the selection process for this award?

A: The selection process starts with an application with a portfolio to the American Culinary Federation Competition selection committee. This requires are a hot/warm plated dessert incorporating required ingredients;

this year included mango, passion fruit, and crème fraiche. Each competitor is given 70 minutes to prepare and then plate four identical portions of their dessert.

Q: And you’ve received this award in past years, haven’t you?

A: In 2012, I won the Central Region Pastry Chef of the Year award and went on to nationals in Orlando. Unfortunately, sometimes even a well-executed plan does not always go as planned. My showpiece broke which cost me the national title. The rules of this competition require a five year wait before applying to compete again. As a competitor, it has been a long five years waiting to compete again for pastry chef of the year.

Q: What’s the best advice (about baking or otherwise) that you’ve ever received?

A: Learning never stops.

Q: What does winning this award mean to you?

A: There are a lot of very talented pastry chefs out there. Going up against my peers in a competition is a way to test my skills and see where I am at in comparison to others in my field. My hat is off to my fellow competitors at the Central Region. It takes a lot of drive, passion, and many long hours outside of a person’s regular personal and professional life to be able to compete.

Q: What other awards or recognitions have you received as a pastry chef?

A: I compete at least once a year at ACF sanctioned events to receive not only medals but more importantly continuing education experience. I have a wide variety of gold, silver, and bronze medals, all reminders to me of how far I have come and how much more I want to learn.

Q: As a pastry chef, are you constantly testing, updating and experimenting with dessert recipes?

A: Everyday! While I do have a large stock pile of tried and true recipes, I like to make changes and try new things as much as possible. Competition is a great way to be able to test, tweak, change, and develop new recipes when I am working on a new dish.

Q: What’s your favorite type of pastry/ dessert/bread, etc. to make?

A: This is the hardest question to answer! I love making breads and creating multi component plated desserts. My favorite to make though is something that is new to me. Adding to your repertoire of recipes and learning new skills should always be a priority for a pastry chef.

Q: What do you think are the most important skills to have as a pastry chef?

A: Organization! Pastry involves meticulous measurements and many ingredients. Organization and working clean are the most important skills for a pastry chef to have.

Q: You became a Certified Executive Pastry Chef in 2015, correct? Can you describe the application and examination process to become a C.E.P.C? A: The process requires a certain number of years of industry experience as a Pastry Chef in charge of food production in a foodservice operation. It also requires the supervision of full time people in the preparation of food for management experience.

Q: What do you like to do when you aren’t baking?

A: I love to cook at home. Because most of my time revolves around all things sweet, when I have the time I love to cook savory items.

Q: Do you have any plans to compete in any other competitions in the future?

A: The 2017 ACF National Convention in Florida for National Pastry Chef of the Year, and at a local ACF sanctioned salon next month.

Q: Finally, what benefits have you received from being a member of Wisconsin Bakers Association?

A: Networking; in this industry we need to build those relationships with each other in order to help each other. It connects a person to their community and sometimes beyond through the people you meet and get to know. Professional networking boils down to two things; buildings awareness and being referable. For any young culinarian, this is something very important to keep in mind as you continue to grow your skills. BB

Planning ahead for upcoming National Dessert Holidays?

Below are some product ideas for the month of March: March 1: National Peanut Butter Lover’s Day

March 19: National Chocolate Caramel Day

• Peanut Butter Silk Pie

• Chocolate Caramel Brownies

• Peanut Butter Cheesecake

• Choc. Cupcakes w/Salted Caramel Frosting

• Oatmeal Chocolate Chip Peanut Butter Bars

• Chocolate Hazelnut Caramel Tarte

March 2: National Banana Cream Pie Day

March 21: National French Bread Day

• Banana Caramel Cream Squares

• Chocolate Banana Bread Pudding

• Banana Cream Cheese Roll

• Cinnamon Roll French Bread

• Banana Cream Pie Cupcakes

• Brûléed Pumpkin French Toast Sticks

March 4: National Pound Cake Day

March 24: National Cake Pop Day

• Chocolate Hazelnut Filled Pound Cake

• Strawberry Shortcake Pops

• Glazed Cinnamon Roll Pound Cake

• Red Velvet Cake Pops

• Strawberry Swirl Cream Cheese Pound Cake

• Carrot Cake Pops

March 6: National Oreo Day

March 26: National Nougat Day

• Mint Oreo Truffles

• Snickers Shortbread Cookies

• Mini Oreo Cheesecake Bites

• Almond Nougat Brittle

• Oreo Macarons

• Nougat Mousse Cake

March 7: National Cereal Day

March 28: National Black Forest Cake Day

• Strawberry Fruity Pebble Bundt Cake

• Black Forest Cupcakes

• Cinnamon Toast Crunch Cupcakes

• Black Forest Brownies

• Chocolate Rice Crispy Treat Rolls

• Black Forest Cream Cheese Pie

March 8: National Peanut Cluster Day

March 29: National Chiffon Cake Day

• Pretzel Peanut Clusters

• Matcha Chiffon Cake

• Marshmallow Peanut Clusters

• Banana Chocolate Chiffon Cake

• Salted Caramel Peanut Clusters

• Guava Chiffon Cake

March 13: National Coconut Torte Day

March 31: National Oranges & Lemons Day

• Cherry Coconut Torte

• Shaker Orange Lemon Tarts

• Chocolate Chestnut Coconut Torte

• Orange, Lemon & Pistachio Cake

• Orange, Almond and Coconut Torte

• Cupcakes with Lemon, Orange Icing

March 15: National Peanut Lover’s Day • Butterscotch Peanut Granola Squares • Peanut Butter Fudge Pie • Mini Chocolate Peanut Butter Cheesecakes

Add this calendar to your own Google calendar!

BEYOND BAKING Copyright © 2017 Wisconsin Bakers Association, Inc. All rights reserved. Duplications prohibited in whole or part in any medium without prior consent from the publisher/editor.

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