December 2010 by annexbusinessmedia

The voice of the canadian baking industry

THE MOTHER DOUGH

The ancient art of sourdough starters

InsIde the world of Lori Joyce and Heather White of TV’s The Cupcake Girls.

By L AURA A I k EN

MINI-ME

}TDECEMBER 2010 | vol. 70, no. 10

is the season for holiday baking! If you’re looking to add a new twist to your holiday offerings, you may want to try some different bite-sized goodies. Miniature baked goods are like a sample you can make a sale from, except they can’t resemble chopped up bits of a whole. The economic and lower calorie appeal of mini treats makes their popularity easy to see. With weight issues at the fore, small indulgences leave people feeling less guilty. At the same time, savoury items seem to be gaining ground. When you combine the trends towards snacking, minis and savoury baking, the future looks a little like a two-bite pot pie. Enjoying little nibbles of this and that is like hitting a buffet without the heartburn suffered from six plates of lack of discipline. It also fulfils the consumer demand for maximum variety fuelled by the overload of choice at our plugged-in fingertips. We are living in the age of ultimate personal customization, and consumers want their experiences unique. No niche is too small and we are merely on the cusp of it with food, leaning on the precipice, watching people become more and more particular, yet more adventurous, in what they’ll try. Such niche serving seems poised to usher in an era of specialists, self-proclaimed experts and connoisseurs, if it hasn’t already. What does this mean for bakers? A demand for inventiveness, twists, surprises, and new ways to pair and package unexpected flavour combinations that is only going to increase. This is not to say that old standbys, the institutions of our palates, will be cast aside at mealtime. It likely means that snacking will become more and more of a market, demanding artisanal features in its creativity and processes. There is an opportunity for bakeries to better serve the market of those looking to stop on the run for a snack. There is a follow-up opportunity to capitalize on snack time by allowing a mix and match of different tastes. Imagine leaving a bakery with a sushi-tray like platter of six different bite-sized morsels in pastry cups, all with their own story of origin and inventive touch? It sounds heavenly. It also sounds expensive, but the perceived value is high. Selling by weight may be a trend in food retail we see more of in the future.

No niche is too small and we are merely on the cusp of it with food, leaning on the precipice, watching people become more and more particular, yet more adventurous, in what they’ll try.

People are returning to back-tobasics eating habits of healthier moderation that dictate variety to get the assortment of necessary nutrients, and people will be looking for ways to get a cross-section of foods into their diets – diets which may often be influenced by the special needs or particular fussiness of their loved ones. Sometimes it is nice to have an indulgence that is for you and you alone, one that does not ruin a whole meal, or perhaps do much to the appetite at all except fulfil the craving. Such indulgences are not always sweet, for not every snack need be sweet to satiate. Savoury baking is a category to watch. It offers new ways to diversify your product lines, if you are looking to do so. It’s important to stay focused on your core business and the products at the heart of it, but purging your stable of slow sellers might make room for some new ways to bring tomorrow’s customers through the door. Customization involves time and expense and it’s key to address trends from a business perspective, paying particular attention to whether or not they make sense for your unique business. Best holiday wishes from all of us at Bakers Journal and we’ll see you in the new year. / BJ

EDITOR | laura aiken editor@bakersjournal.com 416-522-1595 1-888-599-2228 ext. 250

AssIsTAnT EDITOR | Brandi Cowen bcowen@bakersjournal.com 1-888-599-2228 ext. 278

TECHnICAl EDITOR | john McColl, Puratos Canada jmccoll@puratos.com

nATIOnAl ADvERTIsIng MAnAgER | stephanie jewell sjewell@annexweb.com 705-826-2254 1-888-599-2228 ext. 268

sAlEs AssIsTAnT | Barb Comer bcomer@annexweb.com 519-429-5176 1-888-599-2228 ext. 235

PRODuCTIOn ARTIsT | Brooke shaw gROuP PuBlIsHER | Martin Mcanulty mmcanulty@annexweb.com

PREsIDEnT | Mike fredericks mfredericks@annexweb.com

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Lesley Mattina, owner of OMG Baked Goodness, was impressed when she tried our new 10 X Icing Sugar.

Redpath 10 X delivers superior smoothness, mouth-feel and lack of grittiness at an affordable price, making it the Icing Sugar of choice for professional bakers and food manufacturers.

Visit youtube.com/redpathpro to learn more. We also have 12 X Icing Sugar available now.

Lesley Mattina, OMG Baked Goodness, Toronto

¦ industry news ¦

briefly | Payroll taxes increasing in 2011 | Vancouver bakery recognized for supporting the arts | FOR MORE news in the baking world, check out our website, www.bakersjournal.com

Bortolini wins U.S. World Chocolate Masters final

Las Vegas –Sylvain Bortolini, executive pastry chef at Bellagio Las Vegas, is the winner of the US Nationals Chocolate Masters competition.

Bortolini beat out five other pastry chefs and chocolatiers from some of the country’s leading hotels, restaurants and culinary institutions for the title at the U.S. finals of the World Chocolate Masters in Las Vegas. Bortolini’s large sculpture was also awarded Best Chocolate Showpiece.

Runners up included Frederic Loraschi, chocolatier and owner of Chocolat Frederic Loraschi in Hummelstown, Pa., and Stephen Durfee, pastry chef instructor at the Culinary Institute of America at Greystone in St. Helena, Calif.

The final was organized by Barry

Payroll taxes increasing in 2011

Toronto – Although restaurant operators will face an estimated $100-million dollar increase in payroll taxes next year, the news isn’t as bad as some in the industry were bracing for.

In October, federal Finance Minister Jim Flaherty announced that the 2011 increase in employment insurance would be limited to five cents per $100 of insurable earnings, and to 10 cents for

subsequent years. This is lower than the 15 cent increase Flaherty was expected to announce, and which some experts warned could cost the Canadian economy well over a billion dollars.

“In an industry like ours that invests in people, not machinery, payroll taxes are a huge issue. Today we’ve been told the EI hurricane threat has been downgraded from level five to level two.”

Vancouver bakery recognized for supporting the arts

Vancouver – Anna’s Cake House has won a Globe and Mail Business for the Arts Award, nabbing the inaugural award in the Small Business Partnership category.

The Eurasian specialty bakery was recognized for its support of local arts organizations. In-kind arrangements with The Arts Club Theatre Company have allowed the theatre group to create new programs, such as the Subscriber Tea Matinee, the Sunday Prologue Lecture Series and the annual fundraising gala Arts Club Honours. Anna’s Cake House has also supported Gateway Theatre and

other arts groups in the city.

The Small Business Partnership Award recognizes a business with fewer than 50 employees that has partnered with the arts. The Globe and Mail Business for the Arts Awards also recognize Best Entrepreneurial Partnership, Most Effective Corporate Program and Most Innovative Marketing Sponsorship.

Anna’s Cake House was established in 1974. The bakery contributed to more than 70 different organizations between 2008 and 2009, and posted record profits last year.

Callebaut and held during the International Baking Industry Exposition in Las Vegas. During the two-day competition, participants drew inspiration from the Aztec legend of the origins of cocoa in South America to create a chocolate sculpture in the theme of “Cocoa, Quetzalcoatl’s Gift.” They also created chocolate entremets, two types of pralines each and plated desserts.

As the winner of this year’s American final, Bortolini will represent the United States at the 2011 World Chocolate Masters competition in Paris. He will compete against chefs from 17 other countries, including Belgium, France, Switzerland, China, Australia and Brazil, for the title of “World Chocolate Master 2011” and a share of the prize package, valued at approximately US $130,000.

Peru, U.S. win Louis Lesaffre Cup at IBIE

Las Vegas – Teams from the U.S. and Peru are on their way to the 2012 Bakery World Cup after winning in the Americas rounds of the Louis Lesaffre Cup.

The Americas selection rounds were held in October, during the International Baking Industry Exposition in Las Vegas. Over three days, teams from two regional divisions competed to create the best bread, Viennese pastry and artistic piece. Teams from Canada, Costa Rica, the United States and Mexico competed in the North and Central American regional contest, while Argentina, Brazil, Chile and Peru battled it out for the South American regional title.

The winning American and Peruvian teams are guaranteed a chance to compete in the Bakery World Cup, which will be held during the 2012 Europain Show in Paris.

Consumers crave desserts in tough economic times

Chicago – It’s no secret the foodservice industry has faced tough economic conditions in recent years, but there’s been a sweet upside to the recent recession. For the past three years, more consumers have been consistently indulging in

dessert, according to a new study by Technomic.

The 2010 Dessert Consumer Trend Report found that although they occupy the smallest portion of most menus, desserts offer strong growth opportunities for foodservice operators looking to increase their sales.

“Dessert is unique, because it not only involves sensory appeal, but also sparks strong emotional drivers,” says Technomic executive vice-president Darren Tristano. “If someone wants to reward themselves after a bad day, they might splurge on a dessert to feel better;

Visa launches first debit card in Canadian market

Toronto – CIBC is the first to offer Visa Debit through its CIBC Advantage Card, allowing consumers to shop online, by phone and by mail in more than 200 countries and territories around the world. The card lets users pay for purchases with funds directly from their bank accounts, just as they would with a traditional debit card.

Debit cardholders will continue to be able to withdraw cash from automated banking machines (ABMs) and purchase goods and

services from Canadian merchants. At the register, the new card will be processed through the existing Interac debit network.

Purchases made online, over the phone, by mail or internationally will be processed over Visa’s network and will offer purchase protection with Visa’s multiple layers of security including the company’s Zero Liability Policy, E-Promise and Verified by Visa. All of the new cards will also be chip-enabled.

but if they want to celebrate after a good day, they might do the same thing. Motivations for craving dessert run the gamut.”

Tristano added that only one per cent of Technomic’s survey respondents said they did not eat dessert, and 70 per cent eat dessert at least once a week.

The study found that fine dining menus are featuring more adventurous flavour combinations (including salty, smoky, savoury and herbal flavours) and that beverages such as specialty coffees and adult drinks can satisfy consumers’ dessert cravings.

New government labelling initiative

Minister of Health Leona Aglukkaq and Nancy Croitoru, president and CEO, Food and Consumer Products of Canada (FCPC), announced the launch of the Nutrition Facts Education Campaign to help Canadians make informed food choices. Health Canada and FCPC developed the multi-media Nutrition Facts Education Campaign that focuses on increasing Canadians’ understanding of the Nutrition Facts table and, in particular, the % Daily Value.

“We know that many consumers are using the information in the Nutrition Facts table,” says Aglukkaq. “This innovative, national initiative builds on ongoing efforts by our Government to help Canadians better understand and use this information to make healthier food choices for themselves and their families.”

The initiative includes a multi-faceted approach to explain % Daily Value to consumers, through messaging to appear on food packages, in-store, and in national media (print, television, online), directing Canadians to Health Canada’s educational website. The Health Canada website (www. healthycanadians.gc.ca/camp/dv-vq/ index-eng.php) has a wealth of information and tips on how to use % Daily Value to make healthier food choices.

“The Government of Canada and FCPC’s collaboration on this initiative provides information to Canadians in a variety of ways to help them when choosing a food or deciding between products,” says Croitoru. “Using the % Daily Value is a quick way for consumers to know if a packaged food contains a little or a lot of a nutrient.”

By D R . J OHN M ICHAELIDES

THE GOOD, THE BAD AND THE UGLy

Microbes are the bread and butter of the baking industry, producing the tastes, textures and appearances that customers expect, but some can hurt your business

Many microbes are involved in baking. Some are essential and beneficial for the process. Others contribute to consumer health. However, some microbes can be detrimental to product quality or even dangerous.

tHE GooD

The main micro-organism we are all familiar with is yeast. Yeast is essential in the fermentation process for yeast-raised baked goods. It produces the carbon dioxide that assists in the leavening of the bread. Yeast also contributes to the flavour of baked goods. Different strains of yeast are available; which strain you need depends on your production process and your final product. For example, products destined for freezing require yeast strains containing higher amounts of the chemical trehalose to survive freezing and remain relatively active during thawing and baking. Acid-resistant yeast strains are available that will function normally in sourdoughs with very low pH, where normal yeast strains would not be active. More recently, yeast has been modified to naturally increase its vitamin D content. Yeasts and moulds naturally contain ergosterol, which converts to vitamin D when exposed to UV light. High vitamin D yeast is now commercially available. This is good news, because recent research has identified vitamin D as a very important agent for human health.

Lactobacilli and can be divided into two groups: the homofermentative, which produce only lactic acid, and the heterofermentative, which also produce acetic acid, alcohols and carbon dioxide. These cultures provide the flavours as well as some leavening action. The bacteria involved in the sourdough process vary with the different grains. Recent research has identified those involved in sourdough production from gluten-free grains, providing the opportunity to develop products for people with celiac disease.

Indirectly, bacteria and fungi are used for the production of ingredients such as amylases and other enzymes that play a fundamental role in the baking process. Incorporating friendly bacteria or probiotics into food has generated great interest recently. Probiotics are collectively known as all the beneficial bacteria in the colon of the human body. These

}The main obstacle to applying probiotics to baked goods is that the baking temperatures required kill the majority of these beneficial bacteria.

For better or worse, microbes are a big part of baking.

Other microbes essential for the baking process are sourdough cultures. Sourdough production involves a long fermentation process that allows the natural bacteria to grow and ferment, producing the characteristic flavours. These bacteria are mainly varieties of

friendly bacteria ferment the prebiotic substances (food for probiotics) in the large intestine, decreasing the colon pH. This assists in reducing pathogenic bacteria and viruses. Probiotics contribute to numerous health benefits, including prevention of chronic diseases, improving the immune system and increasing the absorption rate of minerals and vitamins into the body. Some common probiotics include species of the genus Lactobacillus, and Bifidobacterium We can increase the numbers of these micro-organisms in our colon by eating more prebiotics, taking high doses of probiotics orally or consuming probiotics in our food.

The main obstacle to applying probiotics to baked goods is that the baking temperatures required kill the majority of these beneficial bacteria. However, new technologies can provide tools to partially overcome this problem. Probiotic cultures are now available in microencapsulated form designed to provide a viable solution to this problem. In

addition, some of these bacteria form spores when they are exposed to high temperatures. The spores can survive high temperatures for long periods of time, so delivering these bacteria in spore form is another solution.

tHE BaD

In addition to the beneficial microbes, there are many that contribute to spoilage, reducing the quality of baked goods. Yeasts and moulds are characteristically a problem that decreases the shelf-life quality of these products. Although they are normally killed by the baking temperature, they are often present in the environment and crosscontaminate the freshly baked goods. Similarly, bacteria can contribute to spoilage. However, unlike yeast and moulds, not all bacteria are killed in the baking process.

Rope bread is a classic problem associated with these types of surviving bacteria. The rope is caused by the bacterium Bacillus mesentericus, a spore

By B RANDI C OW E N

HEALTH BENEFITS IN A NUTSHELL

As we reported in last month’s edition of Bakers Journal, California’s walnut industry is booming.

The state’s walnut harvest, which accounts for approximately three-quarters of global production, is expected to increase by 19 per cent over last year’s harvest. The United States’ National Agricultural Statistics Services predicts a total harvest of 510,000 short tonnes for the 2010 growing season. In other words, there’s no shortage of walnuts in the world.

That’s good news for bakers who want to appeal to increasingly health-conscious consumers. Almost three-quarters of the fats in walnuts (72.4 per cent) are polyunsaturated, or good, fats

Walnut CoatED CHEEsE tRufflEs

inGREDiEnts

cream cheese, softened 340 g 12 oz

crumbled feta cheese 355 ml 11/2 cups

sun-dried tomatoes, finely chopped 22 ml 11/2 tbsp

lemon rind, finely grated 7.5 ml 11/2 tsp

fresh oregano, minced 7.5 ml 11/2 tsp

pitted Kalamata olives 36 walnuts, toasted 355 ml 11/2 cups

instRuCtions

1. Combine cheeses, sun-dried tomatoes, lemon rind and oregano. Cover and refrigerate for at least one hour.

2. Scoop one tablespoon of cheese mixture and pat around

MatCHa GREEn tEa CuPCakEs

inGREDiEnts

all-purpose flour

cake flour

matcha powder

baking soda

salt

white sugar

vegetable oil

250 ml 1 cup

20 ml 4 tsp

5 ml 1 tsp

300 ml 11/4 cups

250 ml 1 cup

eggs 3

vanilla extract

sour cream

fRostinG

confectioner’s sugar

matcha powder

cream cheese, softened

butter, softened

vanilla extract

7.5 ml 11/2 tsp

250 ml 1 cup

600 ml 21/2 cups

20 ml 4 tsp

168 g 6 oz

60 ml 4 tbsp

5 ml 1 tsp

High-nutrient walnuts can add health benefits to your baking. Green tea is extolled for its healthy antioxidants. These recipes will give your baking nutritional punch.

reports the California Walnut Commission. Polyunsaturated fats are an excellent source of essential fatty acids, including omega-3s. Walnuts are also rich in protein, magnesium, folacin, zinc, vitamin B6 and thiamine. A single serving of walnuts can provide eight per cent of the recommended daily intake of dietary fibre.

Green tea is currently a big buzz word in antioxidants. Our matcha green tea cupcake recipe shows you how to incorporate this functional ingredient into your goodies. Recipe courtesy of the AOI Tea Company www.aoitea.com. For more information on green tea’s antioxidant effects, see this edition’s Final Proof column by Jane Dummer on page 38. / BJ

one olive to form a ball. Repeat for remaining olives.

3. Chop walnuts in food processor until finely chopped. Transfer to a shallow pan.

4. Roll each ball in walnuts to coat. Keep refrigerated.

Makes 36 truffles.

Recipe courtesy of the California Walnut Commission. www.walnutinfo.com

instRuCtions

1. In a medium bowl, sift together the all-purpose flour, cake flour, matcha powder, baking soda and salt.

2. In a large bowl, beat the sugar, oil, eggs and vanilla. Add flour mixture and beat well.

3. Fill muffin cups 2/3 full.

4. Bake in a 177 C (350 F) oven for 15 minutes. Let cool for 10 minutes before removing to a cooling rack.

5. For frosting, sift together confectioner’s sugar and matcha powder. Beat cream cheese, butter and vanilla on medium speed for five minutes. Reduce the speed and add the sugar and matcha. Increase speed and beat for five more minutes.

6. Allow cupcakes to cool completely before frosting.

Makes 12 cupcakes.

CoWEn

Having a blast

Freezing is a hot issue in the industry lately. Many bakers and equipment manufacturers have been experimenting with new techniques for freezing, searching for methods that perfectly preserve a product without compromising quality. One of these is blast freezing. Here’s the lowdown.

Blast fREEZinG BasiCs

A blast freezer uses a very strong compressor to force cold air over food until it reaches the desired temperature. Once the food is cooled, the freezer goes into holding mode and works like any other cold storage unit. Whenever food is frozen, some of the water it contains is transformed into ice crystals, which can destroy the structure of a product. There is a critical temperature range for ice crystal formation between 0 C and 5 C. The time it takes food to pass through this zone has a huge impact on the number and size of ice crystals that form. A quick freeze, during which the product passes through this critical zone quickly, produces a large number of very small ice crystals, while a slower freeze produces a smaller number of larger ice crystals. This happens because the longer it takes for a product to truly freeze, the more time the water molecules have to come together to form ice crystals. These ice crystals are problematic in many foods, especially baked products like breads, cakes and muffins.

Larger ice crystals pierce the cells in a product, affecting its structure, appearance and overall quality.

}down to this level (and lower) faster than other freezers, blast freezing halts bacterial growth sooner. This can be a huge advantage when working with eggs and unpasteurized dairy products that may be contaminated with salmonella. But, as the CFIA warns, freezing doesn’t kill bacteria; only proper cooking can do that.

CHoosinG tHE RiGHt fREEZER

Blast freezers are available in a variety of designs. The cost of a basic two-door model starts around $8,000, which is pricey compared to a basic two-door freezer that may sell for about $3,000. With all the different styles available, the various features different models include, and the options to customize a unit to suit your needs, prices can run high. If you decide a blast freezer is worth your investment, odds are there’s a model that suits your operation.

There are two ways blast freezers monitor the temperature of the products inside them. Some models have a timed chill cycle. Once the chill cycle has run its course, the freezer switches to holding mode and begins to operate like any other cold storage unit. Other models come equipped with sensor probes that are placed inside the food. When the probes register that the optimal holding temperature has been reached, they send a message to the freezer, instructing it to switch to holding mode. The best model for your bakery depends on what you plan on

There is a critical temperature range for ice crystal formation between 0 C and 5 C. The time it takes food to pass through this zone has a huge impact on the number and size of ice crystals that form

That’s why blast freezing is inherently designed to preserve products better than traditional freezing techniques. The quicker freezing process forms significantly smaller ice crystals, minimizing the potential for ice crystal damage in the finished product. Blast freezing also has an edge over other freezing techniques when it comes to food safety. The Canadian Food Inspection Agency (CFIA) says that temperatures below -18 C can stop the growth of many of the bacteria that cause foodborne illness. Because blast freezers bring temperatures

freezing, and whether inserting a probe will negatively impact your finished product.

Perhaps the most important consideration when thinking through your options is what size of freezer will best serve your needs. Purchasing and powering an overly large blast freezer is a waste of resources, but purchasing a freezer that’s too small and overstuffing it with product will produce substandard results. According to Caterersearch.com, one of the most common reasons for service calls on blast freezers is because a freezer isn’t cooling food quickly

enough. According to the site, the problem usually isn’t with the freezer, but rather with staff cramming too much product inside, or improperly loading the unit.

GREEnER fREEZinG oPtions

Like any other process that relies on power, blast freezing can be hard on the environment. In addition to looking at energy requirements when purchasing a blast freezer, consider investing in products that can help green your investment from the inside out.

For example, Green Freeze Technologies has developed a line of heat exchangers made from food-grade stainless steel tubing. The Kinetic Energy Recovery Tubes (KERTS), which contain a proprietary thermal storage material, can be mounted near the ceiling of a fridge or freezer unit. When the compressor in your unit is running, the cold tubes attract heat from the air, lowering the temperature in the unit until it reaches the desired temperature. A programmable thermostat then turns the compressor off, and the KERTS release their cold thermal energy into the air to maintain a steady temperature. According to Green Freeze Technologies, KERTS can reduce your fridge or freezer’s energy requirements by up to 20 per cent.

There are also ways to green what goes into your blast freezer. Germany’s FkuR Kunststoff GmbH, a developer of several biodegradable plastics, has developed a sustainable, deep-freeze packaging solution made entirely from renewable resources. The company’s Bio-Flex line features three layers of compostable biofilms developed from biodegradable plastics.

As with any equipment purchase, be sure to ask a lot of questions. Find out from the manufacturer how much you can expect to pay to run and maintain the makes and models you’re interested in.

As shelf-life stability and clean label continue to collide in the consumer-driven world of “free-from,” you can be sure freezing technology will continue to evolve. It’s worth keeping on your radar as a consideration for future investment and how your own products may or may not change in the marketplace. / BJ

new products ¦

From shortening with omega-3s to the Navigator XT, Bakers Journal keeps you “in the know.” FOR MORE on new products for the baking industry, check out our website, www.bakersjournal.com.

Cargill’s Clear valley shortening with omega-3s

Cargill’s new Clear Valley shortening with omega-3 fatty acids lets manufacturers drop omega-3s into most shelf-stable food products. The shortening is designed to provide bakers with a reliable, quality omega-3 product that doesn’t add unfavourable flavours to finished goods.

Eagle Packaging Machinery case erector

Eagle Packaging Machinery’s new BOXXER line of erectors with bottom glue sealer is designed to accommodate cases in a variety of sizes. It can operate at speeds up to 40 cases per minute and can run both RSC and HSC style boxes.

BOXXER erectors form well-sealed cases with squared corners. They also feature a case feed design intended for smooth operation, a reliable case erecting mechanism with vacuum grippers, positive flap folding and case transfer, and a case compression mandrel equipped with shock reducers to eliminate machine stress, minimize maintenance and provide a long machine life.

navigator xt from oHaus

OHAUS Corporation has launched its Navigator XT series of portable scales.

The new line offers infrared sensors for touchless operation and an ultra-fast response time that allows the scale to stabilize in less than one second. The overload protection system lets the scale withstand loads up to 400 per cent of its rated capacity; preventing damage and helping the scale maintain weighing accuracy. The scale is designed to be hygienic, low maintenance and durable, and comes with an internal rechargeable lead acid battery that allows for up to 100 hours of normal use on a full charge.

G Cinelli-Esperia offers a range of blast freezers

All units come with a high efficiency tropicalized compressor, and are equipped with reinforced and insulated stainless steel floors, and stainless steel entry ramps. The units also feature galvanized and plastified side and rear panels offering 10cm of insulation, and a self stop door system.

Freezers are available in one and two door models. Different sizes, pass through models and other customizable options are also available on request.

Tips and tricks for creating delicious and ancient sourdough | BY

juliE fitZ-GERalD

t HE a R t OF s OURDOU

OURDOU g H

History and secrecy surround many of the “mother” doughs used by bakeries to create one of the world’s most ancient breads: sourdough. The starter, or mother, is nurtured by it creator, fed and watered at precise times, kept at optimum temperatures and never left to die. Portions are gently removed to create mouth-watering sourdough goods and then replenished in the same delicate manner. Each bakery has its own unique sour taste as a result of every starter having different acidities and PH levels. The tangy taste and chewy texture is definite and one bite proves that this is not your regular white bread.

There are two types of sourdough starters. For those short on time, there are commercially available starters that cut down significantly on the fermentation time. But for those who really want to experience growing their own culture, there’s the old-fashioned way. Creating a sourdough starter is as simple as combining flour and water. The mixture will attract naturally occurring yeasts in the air and will begin to ferment.

}Brian Kirk is one of the lead bakers at St. John’s Bakery in Toronto, an organic bakery dedicated to French tradition that makes most of its breads sourdough.

Most sourdough products have a longer fermentation process, which breaks down more sugar.

Some bakers travel the world to find the perfect starter, knowing that it could be used for generations, just as it has been in some of the oldest bakeries in San Francisco.

“I’ve started many cultures myself and there’s wild yeast in the air, it’s all around us,” says Kirk. “So all you really need is flour and water and it [the yeast] just feeds off the sugars in the flour to get your fermentation happening.”

As the flour and water interact, naturally occurring bacteria known as Lactobacillus sanfranciscensis (named after San Francisco where it was discovered) exist symbiotically with naturally occurring yeasts, and the fermentation process begins.

“When you start a sourdough the first couple of days are critical,” cautions Kirk. “Once you see that it’s bubbling

and starting to ferment and you get some foam on top, you know that you’re there.”

The mother then needs to be fed regularly with flour and water and monitored closely. At St. John’s Bakery, the mother is fed twice a day, spending half of the day at room temperature and the other half of the day in the refrigerator.

Once you have a thriving starter, you can create your leavens. “Here at St. John’s, the process is around 12 hours from when we start to when we see the first bread. We create the leavens in the morning and they’re left to rise for approximately six hours. Then the dough gets mixed and then it’s allowed to rise another two hours before it’s

shaped. Then it’s allowed to rise another two hours before it’s actually baked,” Kirk explains.

Marcus Mariathas, director of product development for ACE Bakery in Toronto, notes, “The sugar content of the flour goes down the longer it sits. Most of the sourdough products have a longer fermentation process. Some of them take 20 to 24 hours before you put the bread in the oven. The longer it sits, the more sugar is broken down.”

This allows you to get exactly the flavour you’re looking for. An extended rest time will create higher levels of lactic acid, which result in a stronger sour taste. The taste is also controlled by the proportions of starter added to the dough. If you want a pronounced sour taste when the bread touches your palette, you should use a higher ratio of sour starter to dough. If you’re looking for a mild sour flavour, then you lower the ratio. ACE Bakery has found that its

customers prefer a buttery flavour to their sourdough bread.

“The Canadian market is not into as strong of a sourdough, but rather a milder version,” says Mariathas. “Our focaccia breads use sourdough starters, so again, on those focaccia breads you need to experience more of a buttery flavour than the sour.”

With the nurturing and dedication that goes into sourdough starters, it’s no wonder they are so closely guarded by their owners. Some bakers travel the world to find the perfect starter, knowing that it could be used for generations, just as it has been in some of the oldest bakeries in San Francisco. Without giving away its exact origin, Brian Sisson, vice-president of operations for ACE Bakery, says, “Our starter originated in Europe. It was when ACE Bakery first started that the owners brought it over from Europe and what we do is maintain this starter.”

Father Roberto from St. John’s Bakery spent six months at a retreat in France studying the art and technique of baking. While he didn’t transport a

sourdough starter back with him, the mother used at St. John’s Bakery is similar to what Father Roberto had been working with in France.

Apart from the unique taste, there is another reason to look at creating a sourdough product line. A study conducted by the University of Guelph and published in the British Journal of Nutrition has found there are added health benefits as well. The study found that sourdough breads containing lactic acid lowered the glucose response in the blood more significantly than white, whole wheat or whole wheat barley bread. The carbohydrates in sourdough breads are broken down more slowly in the digestive system, releasing glucose more slowly into the bloodstream. This is of particular interest to those with diabetes.

New research is also being done with sourdough and gluten-free grains, says John Michaelides, director of research and technology at Guelph Food Technology Centre.

“This is an opportunity for people

that suffer from celiac disease to eat sourdough bread. The bacteria that are present from those grains are slightly different from the ones that you find in rye.” He adds that they are still in the research stage.

With the continuing research and development for new sourdough applications, the future of sourdough looks promising. While it’s most commonly associated with baking bread, sourdough starter can be added to a number of baked goods, depending on the flavour you are going after. However, there are a few important tips to remember when baking with sourdough. Always use unbleached, unbromated flour because it contains more microorganisms, allowing for increased fermentation and growth. Never use hot water when replenishing the starter, as this will effectively kill the living culture. Always use cold, filtered water for best results. Do not let the dough get too warm.

“It’s a real challenge to make bread in July and August when we have a heat

wave on,” says Kirk. “We have to put buckets of water in the fridge because if you’re dough gets too warm, if it goes over 27 degrees, you might as well throw it out and start over because the yeast dies.”

One last tip to remember is to be consistent with feeding the starter.

“You have to keep your starter alive,” says Mariathas. “If you’re feeding it every eight hours, then you must make sure you feed it every eight hours. Likewise, if you’re feeding it every 12 hours, make sure you’re feeding it every 12 hours so that it doesn’t have a chance to die on you or to change the acidity. When it comes to sourdoughs, you have to be careful of how much acidity you get. You don’t want too much acidity but you don’t want too little either.”

Having your own sourdough starter is a bit like being in a relationship. If you nurture your starter, giving it the time and effort it deserves, you will be rewarded for generations to come. Hey, it may even become a family heirloom! / BJ

¦ concepts for success ¦

By DIANE CHIASSON

SEVEN STEPS FOR A BIRTHDAy CLUB

Building a birthday club is an easy, low-cost way to create great relationships with your customers

People celebrate birthdays in several different ways, but the birthday cake is the one musthave item for a celebration. So, how can you entice customers to visit your bakery when they are planning a birthday party, either for themselves, family members or friends? One of my favourite marketing strategies is starting a birthday club as part of your customer loyalty program. A birthday club is easy to implement and is a low-cost marketing solution that gives you the opportunity to build a relationship with your customers.

Below are seven recommendations on how you can create a birthday club for your operation that will increase your customer loyalty and profits.

BuilD a CustoMER list

E-BiRtHDaY CaRDs oR Mail?

Everyone likes to be treated special or get a special treat on their birthday, so make your customers feel appreciated by sending them a birthday greeting card in the mail. For a lower-cost option, send them an e-card via e-mail. As long as you recognize and acknowledge their special day, you will enhance your operation’s image in their minds.

Don’t BE CHEaP

Make sure your birthday club offer is worthwhile. Don’t offer your customers a 50-cent coupon. You don’t want to give yourself the reputation of being cheap or stingy. Some ideas include offering a draw each month for a free birthday cake or a free slice of cake for each member on the week of their birthday. Or you can send them a 15 per cent discount voucher as a gift that can be used at anytime in your bakery. Remember, people like to

}Make sure your birthday club offer is worthwhile. Don’t offer your customers a 50-cent coupon. you don’t want to give yourself the reputation of being cheap or stingy.

A good customer database is the foundation of all your marketing efforts, and you need to build it one name at a time. Use contests or coupons to get customers to join your database and make sure they fill out their birth dates. Allow customers to sign up either in-store or through a form on your website. Once you have built a database for your birthday club, you can also use this database to do monthly promotions for other specials you have in your bakery (but make sure you ask permission first). Don’t just contact your customers once a year on their birthdays; make a point to send them monthly information.

usE PRoPER PoPs anD siGnaGE

Once you have established your birthday club, you will need the proper advertising to get people to sign up for it. Set up mini signs around your cash register and posters on your walls. Sell your birthday club member benefits on your advertisements. Make sure your POPs stipulate all your rules, regulations and legalities.

receive free things and gifts – especially on their birthday.

liaisE WitH YouR CoMMunitY

Use your local community to your benefit. For example, if your bakery operation is in a college town, ask the colleges or universities to include one of your flyers in the welcome packages they send to students before they begin school. Your flyer can detail a birthday club that gives parents the opportunity to buy a birthday cake for their student living in the university or college residences or in off-campus student housing, which you will deliver. Include plates, napkins, forks and a card with a personal message from the sender.

WoRk WitH otHER BusinEssEs

Your birthday club offer doesn’t have to just be about free stuff and discounts for your bakery. Work with your local toy store, flower shop or any other applicable businesses to offer coupons to each other’s customers. For example, when someone buys a birthday present from the toy store,

The birthday cake can be an essential ingredient in your customer loyalty program.

the recipient of the birthday present can also receive a coupon for a free slice of cake from your bakery. Or, if someone buys a birthday cake from your bakery, give them a 10 per cent coupon to the toy store. There are endless ideas on how you and other local businesses can work together to promote each other’s stores, while giving customers more bang for their buck.

GEt YouR staff on BoaRD

Train your staff to encourage customers to join your birthday club, and to give an extra special welcome when they come in to claim their birthday club offer. Make sure you do not begrudge customers if they just come in to get their free slice of cake. Even if that customer doesn’t end up spending a penny, he or she can tell his or her friends how delicious that piece of cake was, helping bring in extra business in the future.

A birthday club is a great way to stay in touch with your clients. Help your customers think of your bakery when their birthdays (or their loved ones’ birthdays) roll around, and you’ll be the icing on their cake! / BJ

diane Chiasson, FCsI, president of Chiasson Consultants Inc., has been helping restaurant, foodservice, hospitality and retail operators increase sales for over 25 years. Her company provides innovative and revenue-increasing foodservice and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns, and much more. Contact her at 416-926-1338, toll-free at 1-888-926-6655 or chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com.

A quick look back and a hard look into the future

As members have come to expect, I have for the past number of years taken the opportunity with our December newsletter to provide a summary on the activities of BAC over the past year and some of the highlights. For this year’s column I wish to deviate somewhat from that format and spend some time crystal ball gazing into the future and what it might offer.

First, to the past 12 months. I am sure to no one’s surprise the number one issue we dealt with in 2010 was Health Canada’s program to voluntarily reduce sodium in processed foods. The process, which began some three years ago when the Sodium Working Group was formed, culminated in the Group’s report released this summer calling for the implementation of a three-pronged strategy of voluntary industry sodium reductions, a major consumer education program and further research.

Throughout the past three years BAC has invested a considerable amount of time and resources to ensure bakers were kept informed about the sodium initiative and that the industry’s interests were well represented. This included demanding that Health Canada agree to and participate in a national consultation with bakers about sodium reduction. BAC provided a summary of comments received during this consultation as part of its overall comments. While a lot of work still has to be done it is reassuring to see so many companies have embraced and are embracing this initiative with sodium reduction in their own products.

BAC also was actively involved in a number of other government areas at both the provincial and federal levels. Federally, we have made representations on mycotoxins in wheat, CFIA’s

Importer License Proposal, Food Allergens and Precautionary Statements, Acrylamide and Asparaginase, Biotech Wheat and the ongoing EU-Canada Free Trade negotiations.

I also was invited and appeared before Parliament’s Standing Committee on Health back in May to review the Federal government’s voluntary effort to reformulate out of trans fats. While the report of the Trans Fat Task Force (of which I was a member) called for regulations to remove trans fats, members will remember that the Minister of Health gave industry two years to voluntarily comply with the overall objective of reducing Canadian consumption of trans fats to less than 1% of energy as per the Task Force’s recommendation. I told the Committee that according to Health Canada’s own data, trans fats as a percentage of energy has been dropping from a high of 3.7% in 1995 to 2.0% in 2004 and based on the last set of sampling data in 2008 that number had dropped to 1.4%. Based on continuing voluntary reformulation efforts there is every reason to believe that the 1% target has been reached – all on a voluntary compliance basis!

In provincial affairs we had a number of initiatives in 2010 relating to Ontario – home of some 60% of the industry. BAC joined the Alliance of Ontario Food Processors (AOFP) in an effort to raise the profile and promote the challenges facing bakers. BAC’s membership in AOFP applies to all Ontario BAC members. In addition, BAC was a founding member of the Ontario Food Industry Environmental Coalition, which has been responding to the number of growing environmental issues facing the food industry from Toxic Reduction Regulations through to water use and waste discharge. BAC also has been working with the Ontario Restaurant Hotel & Motel Association in an effort to extend the $10K Apprenticeship tax credit to bakers and cooks.

Season’s Greetings and Best Wishes for a Happy New Year Joyeuses Fêtes et meilleurs voeux pour une nouvelle année

As for programs, Bakery Showcase 2010 was a tremendous success, with a 10% increase in exhibiting companies and some 20% increase in attendees. We also added a hugely popular National Cake Decorating contest, which will certainly be a focus of our 2012 show. The Grain’s – they’re essential! program produced three consumer fact sheets available free of charge to members via the website www.grainsessential.ca. Speaking of websites, BAC is currently updating its own and we look forward to its launch early next year.

So now let’s take a look to the future. One of the interesting aspects of my position is the constant questions I receive from members, government and the industry on what “I think” about a range of topics. The volume and breadth of those questions can be quite substantial so in my little way I would like to offer the following both serious and “tongue in cheek” comments:

The Economy

This is one area over the past two years where I have received a lot of questions. Any opinions I offer here should be relatively risk free from criticism – let’s be honest, the so called “experts” pretty much blew forecasting the “Great Recession” and they are all over the place on what the future looks like. So why don’t I give it a shot! I won’t go into macro or micro economics but will keep it quite simple and state the obvious – for the foreseeable future, the Canadian economy will continue to be integrally linked with the U.S. and as a result we will experience strong and sustained economic growth when the U.S. does. Now for the $64,000 question – can the U.S. get its economic house in order? In all seriousness, this question keeps me up at nights and as of yet I don’t have an answer.

Bakery Showcase 2010 Sponsors

Commodity Volatility

“If I knew how to do that I would have made my millions and be sitting on a beach rather than working” was the response some time ago from a very experienced commodity trader to my request for him to forecast how the grain market might move. Recognizing my own significant limitations in this field I am not going to offer a direction for commodities in 2011. I would, however, recommend that bakers remain vigilant and cautious so they can make quick and informed decisions. Remember what happened in 2007/2008 and the relative speed with which it occurred? As they say, “those who don’t learn from the mistakes of history are bound to repeat them!”

Health and Nutrition

The focus of the last couple years on healthier food products is not a fad – it’s a long-term trend that industry must embrace. Consumers are looking to their food to help them live longer and healthier. We have seen this through the focus on trans fats and the recent initiatives to lower sodium and I fully expect a similar focus in the near future on sugar. Bakers should expect this to be a long-term trend.

Governments are also driving healthier foods and are doing so through education, voluntary initiatives or via regulations. Governments are faced with ever increasing health-care costs and look on the promotion of healthier foods as a means to mitigate some of the cost pressure. Considering the deficit situation of the provinces and federal government, I see no reason for this to change – indeed, it may be just the opposite.

What Do Consumers Want From Food?

Consumers may be looking for a range of attributes (healthier, organic, etc.) in their food but one criteria remains key – it won’t sell if doesn’t taste good! This sounds like a “no brainer” but in my travels I encounter new and reformulated foods all the time that seem to have forgotten this.

Legislation and Regulation

Not a day goes by without reading about, hearing about, or speaking with a business manager or owner who is struggling to comply with a variety of government regulations. The food industry is one of the most regulated in the country and the costs of compliance can be daunting. I would like to suggest that the future will offer reduced regulations across the board but this isn’t an April Fools story. However, there may be some light at the end of this proverbial long and dark tunnel. As an example, Ontario is currently undertaking a review of business regulatory barriers to growth in which the government has committed to, where possible, address the concerns. BAC, through the Alliance of Ontario Food Processors, is helping to identify the top five barriers for the Agri-Food Sector. Is it perfect? – no, but it is certainly a move in the right direction.

I believe the past year and the future can be summed up with “we continue to live in interesting times.”

Paul Hetherington President & CEO Baking Association of Canada

Alberta Chapter

It’s hard to believe a full year has passed since the October 22, 2009 meeting whereby a new group of individuals were elected to form the Alberta Chapter of BAC!

As a reminder, here are your Alberta Chapter Officers:

• Chapter Chair: Randy MacDonald, P & H Milling Group

• Vice Chair: Scott deBoer, Kinetic Sales & Marketing

• Secretary Treasurer: Hanif Hirji, Engel’s Bakeries

• Membership Director: Ken Tynan, Dawn Food Products

• Member At Large: Louis Bontorin, Calgary Italian Bakery

• Past Chair: Brian Hinton, Lakeview Bakery

As most of us have been associated with SABA (Southern Alberta Bakers Association) in one capacity or another, be it as an executive committee member or committee volunteer, we offer our thanks to all past members, as it is only with their efforts and vision that we have arrived at this point.

Highlights from this past year include:

“It’s Never Too Late Christmas Function” – January 23, 2010: This event was held at the Deerfoot Inn & Casino and was so well received that we are holding this year’s event in January as well. Success of this event was due to the fact that most people are too busy during the “normal” Christmas season that after the rush of fall/Christmas this event was something to

BC Chapter

Time is an odd thing. It slips through your fingers; it cannot be grasped, clung to, or controlled. It is always now; it is never the past or the future. What we do with now is all that matters because each moment is telling of the next.

As a chapter we have continued to focus on supporting our professional education system and providing national and international level competition experience for aspiring bakers and pastry artists. Our annual golf tournament and Christmas dinner are the catalysts for sponsoring this work. Thank you for coming out to these events and for giving of your time and money.

BC Chapter’s 2009/2010 Board:

• Chair: John MacKenzie, Anita’s Organic

• Vice Chair: Christian Mitzel, The Original Cakerie

• Secretary Director: Gary Humphreys, Dawn Food Products

• Treasurer Director: Ron De Laet, Weston Bakeries Ltd/Ready Bake

look forward to! Thank you to the organizing committee and member companies for sponsorship of door prizes.

Sodium Reduction Consultation Meeting – March 9, 2010: 30 registered attendees from various companies representing manufacturers, bakeries, suppliers and retail and food service operations attended. This meeting provided the industry with the forum and opportunity to voice their opinion.

Annual golf Tournament – Sirocco Golf Club – July 19, 2010: The golf tournament was a great success again this year and thanks go out to the organizing committee who volunteered their time as well as to the many companies for their ongoing commitment of support with prizes and sponsorship. We had a change in venue this year that was well received with many positive comments regarding the Sirocco Golf Club. This tournament was able to provide a financial donation of $2,500 to each of SAIT and NAIT. There was also a draw for a prize that was a trip for two to Las Vegas in September to attend the IBIE show, and the winner was Sieg Bressmer of Dawn Food Products!

I would like to extend my sincere thank-you and appreciation to the Chapter Officers and all volunteer committee members for their efforts and time over this past year. Thank you to Mr. Brian Hinton for his unwavering support of our industry in this Province and support to this new Chair. I look forward to another exciting year with this Chapter!

Randy MacDonald P & H Milling Group

Alberta Chapter Chair

• Entertainment Directors: Nicole Higgins, National Starch Food Innovations, Randall Winters, RF Bakery Equipment

• Membership Directors: Melissa Timewell, Thrifty Foods, Nina Sanford, Weston Bakeries Ltd/Ready Bake, Debbie Fawcus, BakeMark Canada

• Education Director: Parry Robinson, VCC

• Past President / Chair: Ralf Tschenscher, Lesaffre Red Star Yeast

My sincerest thanks go to Gary Humphreys of Dawn Foods and Nicole Higgins of National Starch for all of their work this year. Gary has served as the Secretary on the committee, yet his experience has been invaluable to me as we moved through different issues that arose through the year. Nicole has poured hours of volunteer time into organizing and promoting the golf tournament and Christmas dinner. Thank you, Nicole and Gary! All the best to you and yours as family and friends come together to celebrate life, hope, and health.

John MacKenzie

Anita’s Organic BC Chapter Chair

Atlantic Canada Chapter

For 2010, the Atlantic Chapter produced one business event and two social events for the industry, both of which were well attended. Highlights from events are listed below.

A BAC low sodium discussion group took place for industry attendees on Wednesday, Feb. 17, at the Nova Scotia Sport Hall of Fame Board Room. Industry leaders were presented with a position paper on new potential rules for lower sodium requirements for the Canadian Baking industry. Attendees were all given the opportunity for input into the discussion and to help formulate the BAC position on behalf of its members. Special appreciation to David Stanfield for his work on this seminar. Thanks to both Kevin Rainey, Sobeys and David Stanfield, Farnell Packaging, who are on the BAC Board of Directors from the Atlantic region.

The Atlantic BAC hockey night took place following the BAC sodium meeting at the Halifax Mooseheads game versus the Saint John Sea Dogs. Forty association members and guests enjoyed a great hockey game in a private VIP Box. The hometown Mooseheads lost the game. A scoring pool took place during the game at the end of each period and a number of lucky attendees went home with a little extra cash. Next year’s event will take

Ontario Chapter

As Chair of the Ontario Chapter Executive I would like to take this moment to personally thank the current executive for their volunteering efforts during their two-year term as chapter executives.

• Co-Chair: Maurice Corsi, Caravan Ingredients

• Treasurer: Dieter Claassan, Del’s Pastry

• Membership: Phil Robinson, Dawn Foods

• Secretary: Stephanie Jewell, Bakers Journal

• Social Chair: Tom Nowak, Lallemand

• Education Chair: Frank Lucente - Metro

• Member At Large: Phillip Lee Wing, The Food Development Group

• Member At Large: Ira Day, Prosperity Foods

Back in January 2009 this executive welcomed a few new members in Phil Robinson – Membership, Stephanie Jewell –Secretary and Ira Day – Member At Large. All three new executive members have brought many new ideas and suggestions on how to deal with some of the key industry issues. Unfortunately, due to personal matters Frank Lucente had to step down as Educational Chair in mid-term and his contributions were missed.

Our executive of industry professionals above have been instrumental in providing strong leadership to the Baking Industry with their personal commitment to attending monthly meetings used to plan, organize and manage both educational and social activities for the association’s members. In addition to these contributions each of the executive members are asked to make appearances at various industry functions and schools in an effort to promote our industry as a career choice and to help professionals, apprenticing bakers and students attending high school or college get an understanding of the types of skills required to begin a professional

place on Wednesday, March 16, as the Moose host the Moncton Wildcats.

The BAC Atlantic golf tournament took place at the Magnetic Hills Golf Course in Moncton, N.B., on Monday, Sept. 13. Fifty-one golfers representing various bakeries and suppliers took place in the scramble tournament, on a beautiful sunny day. This was the largest field of players in the event’s history.

Over $2500 in prizes were up for grabs and lots of fun was had by all 13 teams. Special awards went to Most Honest Team: Mary Dunn and Greg McLeod, Mrs Dunster’s, and Mike Vanderhorst and John Whiteley of ADM. The Championship Team this year was Roland Drisdelle, Kevin Chandler of Rolly’s Wholesale, Eric Carroll of Carroll’s Bakery and Barry Murphy from the P&H Milling Group. All in attendance enjoyed a great steak dinner and went home with a special gift from the draw. Next year’s tournament is scheduled for Monday, Sept. 12, 2011, at the Magnetic Hills Golf Course.

We look forward to new opportunities to serve the industry in 2011 through our continued events and thank all the local members for their support of the Atlantic Chapter.

Dave Bryson P&H Milling Group-Halifax Atlantic Chapter Chair

career in the Baking Industry. Other chapter initiatives include yearly activities planned by our social chair that begin each year with a well-planned and well-attended Night At The Races social gathering. This is followed up with Golf Tournaments in June and September that allow members to bring their skills to two well-planned events. All these are followed by the year-ending Holiday Social.

In March, the Chapter and the Baking Association of Canada national office coordinated an industry symposium on the health concerns of sodium in baked goods. In recent months there has been plenty of media attention that has focused on the health risks associated with sodium consumption in our daily diets. It is widely accepted that sodium has many nutritional and functional uses in all food groups. More importantly, our association felt that it was important to bring knowledge of sodium in baked goods to federal health officials. By all accounts the information session and discussions were successful in helping Health Canada understand the importance of sodium in baked goods and specifically bread products.

As this year comes to an end I encourage all industry professionals to make an effort to attend and offer their volunteer services to chapter activities. Also, as this current chapter executive two-year term comes to an end, the chapter nominating committee is working hard on getting current executives to renew their commitments and canvassing new candidates to offer their services. On behalf of the Ontario Chapter committee, we would like to thank those who attended this year’s planned activities and look forward meeting you at one of our many events throughout 2011.

Frank Safian Springfield Sales & Marketing Ontario Chapter Chair

Food Allergies—Questions and Answers

What is a food allergy?

A diagnosis of food allergy is made by a qualified medical professional.

Symptoms of food allergies vary with the individual and can affect different parts of the body. Examples of symptoms are rashes or hives, nausea, diarrhea, and breathing difficulties. In rare cases, a severe, life-threatening reaction called anaphylaxis can occur.

A food allergy is when the immune system has an unusual reaction to the protein in a food. A very small amount of the food can cause the allergic reaction. The allergy-causing food is called an allergen. Allergies tend to run in families. While there is much public concern about food allergies, in actual fact, true food allergies are uncommon. Food allergies occur in about 6% of children and in 3-4% of adults. Many children outgrow allergies such as those to milk and eggs. Other food allergies remain for life such as allergies to peanut or shellfish. A diagnosis of food allergy is made by a qualified medical professional. Symptoms of food allergies vary with the individual and can affect different parts of the body. Examples of symptoms are rashes or hives, nausea, diarrhea, and breathing difficulties. In rare cases, a severe, life-threatening reaction called anaphylaxis can occur.

What is food intolerance?

Food intolerance differs from an allergy as it does not involve the immune system. A normal portion or more of food is usually needed to cause a reaction and is a result of not being able to digest or absorb the food properly. A common example would be lactose intolerance—the inability to digest the sugar found in milk.

What are some of the most common food allergies?

Milk, eggs, peanuts, tree nuts, soy and wheat are common food allergies. These foods are also ingredients in many foods including breads and baked goods.

If I have food allergies, can I still eat baked goods?

The most common food allergies are:

Milk

Eggs

Milk Eggs

Peanuts

Tree nuts (Brazil nuts, hazelnuts, almonds, walnuts, pecans)

Fish

Shellfish (mussels, crab, shrimp)

Soy

Wheat

Yes you can. Many baked goods are available without nuts, peanuts, eggs and milk. Other liquids can replace milk and products can be made egg free. There are commercial egg substitutes available for purchase. However, products such as liquid eggs do contain eggs or egg whites and should be avoided. If you have food allergies, it is important to read labels and know what you are eating:

1. Check the list of ingredients for the allergy-causing food or ingredients made from the allergen. For example, ammonium caseinate or lactoalbumin are proteins from milk used as ingredients. For a complete list of foods that may contain peanuts, nuts, milk or eggs visit the Allergy and Asthma Information Association at www.aaia.ca or call their national number (1-800-611-7011).

2. Many bakeries and packaged baked goods identify products that are free of allergens, such as “this product does not contain any traces of peanut or nuts”. Many products will state “may contain nuts” if there is risk of crosscontamination. This can occur if nuts are used in other products made in the same facility but not necessarily in the product you are interested in purchasing. If unsure, ask the baker.

For more information contact: Baking Association of Canada 7895 Tranmere

For more information contact: Baking Association of Canada 7895 Tranmere Dr, Ste 202 Mississauga, ON L5S 1V9 Tel: 905-405-0288, Toll Free in Canada & USA 1-888-674-BAKE (2253) Fax: 905-405-0993 E-Mail: info@baking.ca May be reproduced without permission provided no changes are made and credit is given. Printed April 2010. Visit www.GrainsEssential.ca to download PDFs of this resource.

May be reproduced without permission provided no changes are made and credit is given. Printed April 2010. Visit www.GrainsEssential.ca to download PDFs of this resource.

Celiac Disease

What is celiac disease?

Celiac disease is an inherited autoimmune disease. It is a result of damage to the surface of the small intestine caused by the protein gluten. This prevents the small intestine from absorbing nutrients resulting in chronic diarrhea, bloating, cramps and subsequently, anaemia and weight loss. It is estimated that 1 in 133 Canadians have celiac disease.

What products contain gluten?

Specific proteins found in wheat, rye, triticale, and barley when mixed with moisture form gluten. Wheat contains two proteins—glutenin and gliadin—which are the best at forming gluten. Gluten makes the flour from the grain become strong and elastic. When heated, the gluten traps air bubbles making the dough rise and become springy. The high level of gluten in wheat results in the best quality bread. Any product made from wheat, rye, triticale, barley or the ancient wheat based grains (e.g., spelt, emmer, etc.) contains gluten.

Gluten-free Flours

Amaranth

What baked products can be eaten by those with celiac disease?

A number of bakeries, health food stores and specialty shops will offer glutenfree baked goods. These breads, buns, muffins, cakes and crackers are made using flours or a combination of flours that are gluten-free. Baked goods, such as bread, made without gluten have a different look, taste and aroma compared to those made with wheat. The taste and aroma differ depending on which flour is the main ingredient in the bread or baked good. Gluten-free breads also have less volume than those made with wheat.

What about oats?

Pure, uncontaminated oats are free of any contamination from grains containing gluten. These are now available in Canada and can be eaten safely by most individuals with celiac disease. Check with your local bakery to see if they use pure oats in their baked goods.

What about other foods?

Arrowroot

Bean (garbanzo or chickpea)

Chestnut

Corn/cornmeal

Millet

Potato

Quinoa

Rice

Sorghum

Soy

Tapioca

Soy Tapioca

Teff

Individuals with celiac disease can eat a wide variety of foods from all four food groups in Canada’s Food Guide. However, many foods in the grocery store have wheat flour or wheat starch added as a thickener or stabilizer such as soups, sauces and processed meat and fish. Check the ingredient list to be sure. A full list of ingredients to avoid can be found at the Canadian Celiac Association website http://www.celiac.ca. For more information contact: Baking Association of Canada 7895 Tranmere Dr, Ste 202 Mississauga, ON L5S 1V9 Tel: 905-405-0288, Toll Free in Canada & USA 1-888-674-BAKE (2253) Fax: 905-405-0993 E-Mail: info@baking.ca May be reproduced without permission provided no changes are made and credit is given. Printed April 2010. Visit www.GrainsEssential.ca to download PDFs of this resource.

Carbs—what the fad diets don’t tell you

What are carbohydrates?

• Sugars are simple carbohydrates. Examples are sucrose (table sugar), glucose, lactose (in milk and dairy products) and fructose (in fruits and vegetables). These are found naturally and are also added to foods to sweeten the flavour. Large amounts of sugars are consumed in drinks like carbonated beverages, fruit drinks, cold coffee-flavoured beverages (e.g. iced cappuccinos or frappuccinos) and sweets.

• Starch is a complex carbohydrate. Starch is a row of glucose molecules attached together. Starch is found in all grain products, vegetables, fruit, nuts, seeds and legumes.

• Fibre is a type of carbohydrate that is not broken down by our digestive system. Fibre is classified as either soluble or insoluble, depending upon how well it absorbs water.

Benefits of carbs

Carbohydrates are an important source of energy our bodies need every day. In addition to providing energy, carbohydrate-containing foods deliver additional benefits. Research shows that people who eat some whole grains daily have a lower risk of chronic diseases and a better body mass index (BMI) than those who do not. Whole grains are found in many breads and cereals. Many fad diets tell consumers to avoid foods that are a good source of carbohydrates (carbs) in order to loose weight. Most research shows that if you consume equal calories of carbs, protein or fat, people will loose the same amount of weight.

Fibre provides important nutrients for the healthy bacteria in our lower gut. It helps with digestion and elimination, in other words, it helps keep us ‘regular’. Some fibres also help bind and reduce cholesterol. Fibre is found in whole grains, whole wheat, bran, vegetables, fruit, and nuts.

More refined grains such as white bread, pasta and enriched corn meal are also beneficial as they are fortified with folate. Folate is a B-vitamin that helps maintain and make new cells. Folate is known to prevent neural tube defects in infants.

Other grains—rye, barley, oats, rice, and corn as well as ancient grains such as spelt and Kamut® provide variety and flavour in a healthy diet.

Fabulous versatility of grain products

Centre stage starts with grains

Appetizers

Mini cheese or spinach croissants

French stick for bruschetta

Pumpernickel bread bowl with spinach dip

Mini quiches

Crackers and cheese

Main courses

Pasta

Bread for sandwiches

Flatbreads for wraps or fajitas

Bagel pizzas

Side dishes

Dinner rolls

Cous cous

Rice pilaf

Barley vegetable soup

Garlic bread

Desserts

Cakes

Pies or tarts

Squares

Fancy pastries

You can find them in breakfast, lunch and dinner menus. Grains can be centre stage in appetizers, main courses, side dishes and desserts. They are available in low fat, high fibre, and reduced calorie versions, as well as in decadent, higher calorie treats reserved for occasional enjoyment. Visit your bakery or grocery store and enjoy the versatility and benefits of grain products.

Seizing opportunities and building their brand have paid off for this entrepreneurial

CUpCakE giRls takE tv by stORm

Becoming reality-TV celebrities wasn’t exactly in the plan when long-time friends

Heather White and Lori Joyce opened their first bakery. However, eight-and-a-half years after launching Cupcakes by Heather and Lori in Vancouver, the stars of W Network’s The Cupcake Girls couldn’t be happier with their twist of fate.

The show not only fits the personalities of the two owners, it also fits the character of the brand. Plus, it’s been a huge business booster. The company’s Facebook fan count has increased to more than 7,300 since the show first aired.

The push to start a cupcake business originally came from White. She had to work hard to convince Joyce — and re-convince herself in the process— that the company would work, despite their inexperience. The idea was to create a visually enticing and whimsical shop that is a theatrical showcase for the senses, with fresh treats baked daily. The shop celebrates people’s everyday joys and special occasions with a variety of cupcakes, most of which have their own name, character and story. The novel concept drew in customers who were eager for something new in Vancouver. The media caught on immediately, keeping the momentum up and building a substantial buzz around the business.

Today, The Cupcake Girls have two corporate and four franchised stores in the Metro Vancouver area. Their first Vancouver Island shop (also a franchise) will open this December in the island’s largest shopping centre, the new Uptown. Uptown is located in Saanich, near Victoria, the original hometown of both Joyce and White. Expansion into Alberta and Ontario is also in the cards as soon as they find suitable franchisees.

Seven years after the first store opened, it was Joyce’s turn to be the pusher of an idea that has catapulted the business and its owners to success. Their 13-episode season of The Cupcake Girls premiered on the W Network on April 9, and pre-production of the first episode of season two

started in September. The second season will premiere in April 2011.

In the meantime, first season reruns keep playing. The show has also been licensed in the United States where it is now airing on the WEtv network.

John Ritchie, executive producer of Force Four Entertainment, who produces the show, says he is extremely happy with response to the concept.

“The ratings for The Cupcake Girls have been very strong on both W Network in

Canada and now on WEtv in the United States, and the series is selling well and airing around the world,” he says. “Viewers obviously love following Lori and Heather’s business and personal adventures, and we’re very excited to be renewed for a second season.”

The producers first learned about White and Joyce through an episode of the W Network’s popular series, The Shopping Bags, where the Cupcakes store and its

Witty banter has helped make the duo of Lori Joyce and Heather White a TV success.

¦ business advisor ¦

By kATH y S TEFFAN AND S ABRINA P OLETTI

HOW TO AVOID COSTLy ADMIN MISTAkES

These Q-and-A insights are designed to help you avoid costly financial administration

Financial administration mistakes and oversights are expensive, both monetarily and operationally.

We’ve seen many in our travels. Private business owners, please read the following Q-and-A insights gleaned from years of serving this market and noticing what others have got right and wrong in their financial administration.

As a private business owner, I’d like some help with making financial decisions, but I can’t afford to pay for a full-time CFO nor do I think I need someone full time. Are there any other options for me?

Help with financial decisions is always critical and should always be considered at any stage in a company. Many small businesses do not need a full-time CFO but would benefit from the support of an ‘external CFO’ without having to invest in one full time. The external CFO role would consult on some of the following matters: responding to investor or lender queries, preparing forecasts, reviewing costs and implementing cost control methods

alternative to payroll preparation from a monetary and risk standpoint for most businesses, regardless of size. Sample cost points for different scenarios are as follows. A three-person pay run with direct deposit into employee bank accounts is just $26.02 per pay. The cost of a 15-person pay run with paper cheques delivered to the client’s business is just $57.55 per pay.

The benefits of using a payroll service

}Using a payroll service such as Payweb, Ceridian or ADP is probably the lowest cost alternative to payroll preparation from a monetary and risk standpoint for most businesses, regardless of size.

include the following:

• Time and money is saved by not having to prepare payroll cheques and make government remittances.

• Your personal assets (i.e., house and cars) will not be seized to pay off the debts of the company, unless there are personal guarantees.

• Unlimited life span: The corporation continues to exist even if the shareholder leaves the business or dies or if the ownership changes.

• Income splitting: You can pay dividends to shareholders who are not actively involved in the business (i.e., wife/ husband and children) who may be in a lower tax bracket.

• Most importantly is the small business tax rate (see below).

I’ve read that the corporate tax rate for a small business is lower than for a large corporation. What income threshold is required to be taxed at the small business rate and what is the current rate?

Can WE savE MonEY BY DoinG ouR oWn BookkEEPinG?

There’s no doubt that on paper you can save money by doing your own bookkeeping, but a further look at the scenario may yield a different answer. If you do not have a sound background in accounting or are not familiar with all of the government regulatory filings, it could be costly in the long run with missed deductions due to errors in financial records, filing interest or penalties. Don’t forget to factor in the opportunity cost related to time spent inputting records versus working in the business and growing it.

Using a payroll service to process the payroll for my business only makes sense if I have more than five employees. Is this correct?

Using a payroll service such as Payweb, Ceridian or ADP is probably the lowest cost

• Risk of late filing penalties for source deduction remittances, T4 filing, Employer Health Tax remittances and WSIB remittances is mitigated, as the payroll service ensures your remittances and filings are made on time.

• A business owner will have additional time to build and promote the business and build employee and customer relationships.

WHat aRE tHE aDvantaGEs of inCoRPoRatinG a BusinEss?

There are several. But you need to make sure they are advantages for you and your specific business and financial circumstances. For example:

• Limited liability: As a shareholder, you do not assume all of the liabilities of the company. You are only limited to the amount of money that is invested in the company.

The small business rate was reduced to 15.5 per cent on July 1, 2010. This rate applies to the first $500,000 of active business income for an associated group of companies. / BJ

Kathy steffan (shown above left) is a senior manager and sabrina Poletti is a manager of the Business enterprise solutions Team at Fuller Landau LLP in Toronto. www.fullerlandau.

QuEstion / Do we need to be deducting Ei premiums for salaries paid to shareholders and family members?

former. Although the normal baking temperature will kill all the growing and vegetative bacteria, it will not eliminate the spores. After baking and during cooling, the rope spores will germinate and produce the characteristic ropy structure of the interior of the bread. This structure is the result of the action of proteolytic and amylolytic enzymes secreted degrading the proteins and starches. The bread will also have a characteristic ripe melon odour. Although using preservatives in bread formulations diminishes the incidence of rope in modern products, the return to natural breads may result in a resurgence of this problem. Other spoilage bacteria include Serratia marcescens, which forms red spots on breads and results in what bakers call bleeding bread.

tHE uGlY

Some micro-organisms can cause serious problems. Pathogenic bacteria

may be introduced to baked goods by cross-contamination from the environment, human handling or other ingredients such as fillings and creams. These can either cause infections such as Salmonella, E. coli and Streptococcus, or produce toxins such as Staphylococcus aureus, when they proliferate in the baked goods and cause poisoning.

One potential problem bacteria is Bacillus cereus. It is frequently present in uncooked rice, and its heat-resistant spores can survive cooking. If cooked rice is held at room temperature, the spore will germinate, grow and produce a heat-stable toxin that can survive reheating. Although mainly present in rice, it has been reported in other grains, so it is important to consider these bacteria when manufacturing multigrain breads.

Other dangerous implications with micro-organisms in baked goods can be indirectly linked to moulds and the production of mycotoxins. Several fungi have been associated with grains that result in the production of mycotoxins that may cause severe or long-term

DII

complications to humans. Ergotism, a particularly dangerous kind of food poisoning, has been long associated with the fungus Claviceps purpurea that infects rye grains. The resulting fungal mass contains many chemicals that can cause serious health problems. In order to control the incidents of ergotism, governments introduced strict limits on the number of infected grains in wheat and other cereals.

Another mycotoxin-producing fungus associated with wheat is Fusarium graminearum, which among other toxins produces vomitoxin. The levels of vomitoxin in wheat and flour are also regulated.

While microbes are an essential part of the baking process, it is important to understand the good, the bad and ugly. / BJ

dr. John Michaelides is Guelph Food Technology Centre’s director of research and technology. For more information, or fee-for-service help with product or process development needs, please contact the GFTC at 519-821-1246 gftc@gftc.ca.

Dealers Ingredients Inc.

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JU st a tast E

For several years, trend-watchers have pointed to smaller portions as one of the food industry’s strongest shifts. Especially in the gourmet market, smaller portions offer customers an affordable luxury. While consumers continue to struggle in the post-recession economy, small indulgences will remain a key opportunity for retailers. The research firms have been bullish on portion sizes for a while now and the evidence is abundant. Mintel Menu Insights reported that in the U.S., mini food was the hot trend of 2008, striking the perfect “balance between sensibility and satisfaction.” Mini burgers dominated menus, along with mini desserts and sandwiches. These shifts were seen in everything from QSR to upscale dining. The popularity of cupcakes likely owes its momentum to a culinary curtailing by consumers. Tapas and sushi are other examples of smaller portions that have been gaining in popularity. With customers looking to dine out and experiment, and operators looking at new and efficient ways to deliver quality dishes at a reduced cost, small portions appear to be a trend that is right on the money. Mintel also reports that, “portion size influenced the purchase decisions of 15 per cent of respondents who purchase products from in-store bakeries, indicating that a small but growing number of consumers may appreciate the flexibility and choice of this bakery option.”

DEMoGRaPHiCs

Many baby boomers are facing empty nests and only need food for two people. Smaller portions are more attractive because they suit small households mindful of wasting food. Companies such as Sara Lee Corp. and Rich Products are rolling out items that cater to these new empty nesters. To find the right balance of price, size and taste, Rich Products has introduced a new “Just Right Tonight” line of six-inch New York-style baked cheesecakes for the U.S. and Canadian markets. A big slab of cheesecake can be expensive. These smaller cheesecakes are offered at an

affordable price. Rich Products positions these cakes as being a dessert that is perfect for the small, impromptu gathering or as an everyday dessert for small households.

vaRiEtY

Consumers are more adventurous than ever about trying new menu items. The appeal around small portions is often tethered to the fact that they allow people to try a variety of menu items. The smaller portion trend is so powerful because in tough economic times it allows them to fulfil their customers’ perception of value and their eagerness to experiment. Tasting menus are a cornerstone of winery restaurants, allowing customers to try small pours of a range of wines with each course. The customer gets to see how the different wines complement the different menu items and the winery benefits from increased sampling, which in turn increases the likelihood of a second or third bottle sale at the retail store.

WEiGHt ContRol

Many health-care organizations have cited ballooning portion sizes as a key driver of ballooning waistlines. In a post low-carb environment, fad diets seem to be giving way to sensible eating habits. According to a 2006 survey conducted by Mintel, 46 per cent of adult consumers

frequently eat sweets, but 38 per cent feel guilty when they eat sweets such as cookies and cookie bars. It isn’t about not having dessert, it’s about having a taste and making it worth your while. The “100 calorie” item seems to be the popular benchmark for a variety of delicious treats, so look at your recipes and try to find a portion size that delivers a decadent 100 calories.

a Point of DiffEREnCE

Mintel’s study suggests consumers are ready to shift away from their old buying habits toward more economical purchasing behaviour. Smaller bakeries are uniquely positioned to offer high-quality, single-serve options tailored to the needs of smaller households. Single-serve portions can also attract consumers who wish to try a new flavour without having to buy a whole item. Smaller bakeries are also able to create variety packs of different baked goods. Large manufacturers tend to shy away from assorted packaging because it’s often operationally inefficient for them at their scale of production.

It seems that paring down will be a recurring retail theme for the foreseeable future. Bakers with the flexibility to cater to customer demand for smaller portions are well positioned to enjoy big business. Apparently it is true: less is more. / BJ

Bite-sized is poised to be big. Consider taking a slice of the sliver market.

owners’ palates were used to test cake mixes. The producers were looking for entrepreneurs to bring more business content to the W Network and they asked Joyce and White to pitch a show. After six months of debate, they shot a demo that the network loved immediately. They liked the character mix — Joyce, White, White’s parents, the other staff — and the variety of issues the pair had to deal with.

“It took me six months to be sold on the idea of our own TV show,” says White. “I thought it was going to hurt the brand and that it could come across quite negatively. But people have always been interested in our story. We’ve done a lot of buzz media. So all that warmed us up to the idea.”

Joyce adds: “We are at the beginning of national expansion, so we wanted the show to project our brand. Obviously, it is entertainment so there are dramatizations and controversial issues. You have to make it interesting and you have to have a sense of humour. This is not dead serious. We are baking cupcakes!”

White explains that in every show, they deal with an issue and by the end of the episode, they always have a solution.

“In business, you get thrown a different curveball every day,” says Joyce. “Putting that on national television exposes you to a lot of controversy and feedback. People think our job is just fun. We open this pink, pastel bakery and it must be so easy just baking and frosting cupcakes all day. The reality is, of course, totally different. We have opened a business and a new concept from scratch in a very tough market. So, what we also wanted to do is open people’s eyes to the reality of it; to get them to understand what it takes to run a business. This is our reality. This is what we are up against, and no, it’s not all fun. We have taken a lot of criticism for the show, but the overall reaction has been extremely positive.”

Fan love has produced some surprises, too.

“People now come into the Broadway store [one of the two corporate stores and the head office] right from the airport and they say, ‘We are not leaving until we see Heather or Lori and get an autograph,’” says Joyce. “Our fans are aggressive. They know what they want and they tell us what they think!”

“There are times when I walk out of the store and girls will start screaming. I always think something has happened until I realize it’s me they recognize and were waiting for. They’ll scream, ‘Oh wow, look, she’s here!’ It’s really weird,” says White.

Joyce had a recent celebrity experience with relatives. “Just by watching the shows, my distant cousin’s pre-teen daughters from Windsor, Ontario, knew everything about me and Heather even though they had never met us,” she says. “When we did meet, they asked if I had bodyguards! They thought I was that big a star!”

Adding a TV show to their growing to-do list hasn’t scared White and Joyce. Each 22-minute episode takes a week and a half to shoot. Then there are the writing sessions, re-takes, voiceovers and media work that come with having their own show. When asked how they do it, both pick up their BlackBerrys and say in unison: “With this!”

They have learned to manage their time extremely effectively, and both say they go to bed at night knowing they’ve done what they need to do to keep building their cupcake empire. / BJ

nOR t H wa RD b OU n D

Edmontonians may grudgingly admit something good can come from down the road in Calgary, but the repeat customers filing into Edmonton’s Prairie Mill Bakery Co. have unreservedly welcomed the southern Alberta import.

Opened in late 2008 by Owen Petersen, Prairie Mill Bakery in Edmonton traces its origins to a namesake operation that John and Karen Juurlink have run in Calgary for 14 years. It was through the Juurlinks that the now 27-year-old Petersen, a native of Sundre, Alta., got the bakery bug. Hired as a temp in 2001 to make Prairie Mill deliveries, Petersen’s role expanded, and soon he literally was up to his elbows in dough.

“I just fell into it,” says Petersen, who spent two-and-a-half years baking at Prairie Mill in Calgary while learning the craft from the Juurlinks.

They had fashioned a reputation baking a selection of “pioneer style” breads made with locally produced and ground organic grains, and other natural prairie ingredients

such as Alberta honey. Traditional Prairie Mill selections include honey whole wheat, honey white, Yukon sourdough, nine-grain, milled flax, sunflower, whole wheat, corn millet, muesli whole wheat, cinnamon raisin and multigrain sourdough.

In some loaves, up to 95 per cent of ingredients are Alberta-sourced. Recently, the Juurlinks and Prairie Mill were among three Alberta firms honoured as initial recipients of the Alberta Food for Health Awards. In receiving the $10,000 Premier’s Award, Prairie Mill was particularly cited for using stone-ground Alberta flour and local honey.

Like many others, Petersen took time off for world travel in his early twenties. Returning to Calgary, he tried his hand at several jobs, including the grocery, construction and restaurant industries. These stints simply confirmed his love of baking. He filled in at Prairie Mill at peak times, such as Christmas. It kept his hand in baking and opened the door for him to become a bakery owner at the relatively tender age of 25.

As an employer, John Juurlink appreciated

Petersen’s qualities. He was hardworking, customer friendly, and, importantly, he displayed an entrepreneurial bent.

“I had talked to John about a second store and I wanted to get back into the bakery business,” Petersen explains, in an interview squeezed in between serving customers at his Edmonton store.

The Juurlinks had considered expanding but doubted it made sense to open a second store in Calgary, where a diversified distribution base already included farmers’ markets, retail and wholesaling food stores.

Thoughts turned to Edmonton. Rather than simply append an outlet, the Edmonton store became a separate entity, owned by Petersen but with John Juurlink as a business partner. In addition to financial support, the Juurlinks permitted use of the Prairie Mill brand name, and provide ongoing advice and know-how, notably access to the company’s long list of proven recipes.

“I’m blessed to have John as a partner and someone to back me up,” Petersen says.

It was decided to find a location in Edmonton’s fast-growing south. A

Owen Petersen opened edmonton’s Prairie Mill Bakery in late 2008 but its roots stretch further back to Calgary.

1000-square-foot space was leased in a strip mall with the somewhat tony title, Shoppes of Terwillegar Gardens.

“We wanted to be the neighbourhood bakery – so we picked a spot in the middle of a sea of residential housing,” Petersen explains.

Although a chain franchise and a small, café-style bakery operate nearby, the neighbourhood has no bread store comparable to Prairie Mill. That’s important, since Edmonton is fairly well stocked in that regard, including wellpatronized artisan bakeries.

Small touches – including a small bench where kids can munch a complimentary cookie, Petersen’s relaxed and friendly counter presence, and his knack for recalling customer preferences – all foster a neighbourly feeling.

To complement in-store sales, Petersen also actively pursues other opportunities. Acting on personal conviction as much as a business strategy, he has deliberately allied himself with organic and locavore (buylocal) food movements.

That means using locally grown wheat from John Schnieder’s Gold Forest Farms, near St. Albert, Alta., which Petersen then mills at his bakery. And borrowing a page from his Calgary mentors, he has established close ties to Edmonton-area farmers’ markets and local organic “foodie” scenes, and supplies three organic food stores. It also means a weekly presence at a major market where portions of downtown Edmonton are blocked off. Petersen and his childhood friend Steven Toone, now an employee, pack up to 26 dozen loaves into a Honda Fit and a little Ford Ranger once a week to sell at another market in nearby Sherwood Park.

Petersen also has linked up with several organic producers on two “virtual” farmers’ markets. These enterprises allow customers to order online and receive free delivery if orders (even from several sources) total $50 or more.

Relative to some artisan shops, Prairie Mill is a volume producer.

“I see us as boutique that can push out a lot of bread. We’re both homemade and commercial,” Petersen says.

While effective marketing is essential, start-ups will fall flat without good products. Thanks to the Juurlinks, good products aresomething Petersen knows he’ll carry although he currently doesn’t provide as wide a selection as Prairie Mill in Calgary. Beyond some cookies and very popular cinnamon buns, the Edmonton sweet selection is limited.

“Bread was the basis of the business model in Calgary and we wanted to do bread well here too with an exceptional product,” he says.

Because Petersen can’t carry a complete selection all the time, he follows a weekly calendar with certain specialty breads featured on given days. So, customers (particularly regulars) know that if it’s Wednesday it’s jalapeno cheddar; if it’s Thursday, it’s apple caramel; if it’s Friday, it’s cranberry orange; and if it’s Saturday, it’s

Mediterranean sourdough. In common with other new business owners – especially bakers – Petersen has put in long hours. Initially, fuelled by enterprise and youthful enthusiasm, workdays often extended 14 hours, six days a week. Bringing aboard Toone spread the load, as did hiring part-time weekend staff.

“Now, some days, I only work eight hours a day,” says Petersen, flashing his ready smile. “Sometimes I find it hard to fill my time once I’ve taken care of business.” / BJ

Manufacturers of: Depositors, Transfer Pumps, Metal Detector Conveyors, Conveying Systems, Custom Built Equipment, Baking and Proofing Racks and Used Equipment.

and Service

Bradwick Drive, Unit #1

905-660-4040

Ontario L4K 2P4 Fax: 905-660-1930 • E-mail: info@megartsystems.com • Website: www.megartsystems.com

By JANE DUMMER, RD

ANTIOxIDANTS ON THE RISE

With food, nutrition and health top of mind, antioxidants is the latest buzzword gaining big ground with consumers

Did you know watermelon is the second best fruit?” someone commented to me at a recent social gathering. I’m thinking, well then, what is the best fruit? With food, nutrition and health top of mind, everyone from Oprah to Dr. Oz and celebrity chefs is a self-proclaimed expert. The latest term the “experts” are using is antioxidants. The next outburst from my fruit expert at the party was: “Well, did you know that green tea has eight times the antioxidant power of regular tea.” Fortunately, someone else came into the conversation, so I excused myself, telling them I was going to get some antioxidant-rich red wine.

}Chieko Yamamoto, vice-president and COO of the AOI Tea Company based in Huntington Beach, Calif., says that matcha green tea powder is very popular in Japan for making matcha doughnuts and cookies.

the antioxidant potency of a substance. Consumers are familiar with it, as this method is commonly used in the dietary supplement industry to describe an antioxidant’s potency. As an experienced food and nutrition professional, Smith identifies that high temperatures (such as bake step) degrade antioxidant potency. A solution is to include extra amounts of the antioxidant ingredient in the same way it is done for vitamin C fortification (which also doesn’t hold up well to high heat). Viability of the ingredient through processing depends upon how high and how long the heat exposure is with the individual ingredients. Smith cautions manufacturers to understand the detailed regulatory requirements and environments both in Canada and the U.S. when adding antioxidants to foods, including baked goods. Cocoa is another popular antioxidantrich ingredient demanded by the industry and consumers.

Consumers are becoming more aware of the health benefits of the matcha green tea, including its antioxidant value (polyphenol-catechin), and asking for it.

“Our ingredients, matcha with chlorella, are used to make matcha bread, as they lend a fresher colour and have superior heat and light resistance, giving a natural rich green colour to baking goods,” explains Yamamoto.

The request for their matcha ingredients is increasing in Canada and the United States. Consumers are becoming more aware of the health benefits of the matcha green tea, including its antioxidant value (polyphenol-catechin), and asking for it.

Grant Smith, president of RFI Canada in Unionville, Ont., says: “There is a great demand for healthy ingredients, including antioxidants such as green tea extract and powders, in the baking industry across North America.” Smith suggests one way for consumers to have a connection to an antioxidant “effect” of the product is to provide an ORAC value of the final application. ORAC stands for oxygen radical absorbance capacity and is a USDA-developed method that measures

Jenn Stone, a pastry chef and chocolatier who is now part of the team at Xococava in Toronto, says that “during the last five years the consumer has become more aware of the term antioxidant.”

People are requesting Xococava’s wild blueberry and black walnut bark with Belgian dark chocolate, whose ingredients are all known for their antioxidant properties. They relate chocolate to improved heart health and better mood. Stone observes that Canadians are acquiring the taste for higher quality chocolate (in the bittersweet range of 63 per cent cocoa plus that has higher antioxidant levels), and suggests they may be eating less of the better product because of the flavour factor leading to early satiety. Barry Callebaut, North America, recently launched Acticoa. This chocolate provides 880 milligrams of cocoa flavanols per 40-gram serving. Alan Slensinski, R&D innovation manager, describes the process used to create Acticoa chocolate beginning at harvest from the cacao tree. Special control and handling of the beans through

Cocoa is taking a bite out of the market as a popular antioxidant-rich ingredient in demand by industry and consumers.

the fermentation process maintains the maximum flavanol content from the raw unfermented beans. Care is also taken during the roasting and conching processes to avoid degradation of the flavanols during the chocolate making process. Acticoa chocolate is shown to be stable through the baking process. Applications are in the form of baking chips or chunks; however, Acticoa can also be used as a coating for enrobing, bottoming or drizzling onto baked items. These chocolate products are expected to hit the market over the next few months.

The growth of healthy ingredients, including green tea powders and cocoa, is on the rise in the baking industry. Consumers are hip to the word antioxidant, with some understanding. The more the industry uses these healthy ingredients, the more there is a need for consumer education. One company that does a great job combining quality mainstream products with antioxidants and consumer education via their website is Leclerc, the makers of the Praeventia cookie line.

For further resources from this article, check out www.rfiingredients.com, www. aoitea.com, www.barry-callebaut.com and www.leclerc.ca.

It’s all very interesting . . . although I still wonder what the best fruit is and why watermelon was considered second! / BJ

Jane dummer, Rd, is a leading dietitian for the Canadian food and nutrition industry. Jane offers services specializing in agri-food, functional foods and food safety. For more information, visit www.janedummer.com.

Congrès Congress 2011

Mai 1 & 2 May

Place Forzani • 4855, rue Louis-B-Mayer • Montreal (Laval), QC

A BAKING EVENT WHERE YOU CAN:

• Join industry professionals including bakers (retail, wholesale, commercial), grocery and foodservice outlets

• Visit the trade show – over 30,000 sq.ft.

• Learn at the Exhibitor produced seminars

• Network and enjoy yourself at the social functions

• Located in the greater Montreal area – the “Island City” that blends the best of European and North American charm – Place Forzani is easily accessible via Autoroute Laval 440.

Last held in the Montreal area in 2007 and not scheduled to return until 2015, Congress 2011 is the Baking Specific Event to see the newest, the best and your favourite products, ingredients, equipment, services, technology and baked goods (fresh, proof & bake, par-baked, freezerto-oven, thaw & serve) for 2011!