A TRUE STORY: A Reiser customer was using a Vemag Depositor to successfully portion gourmet cookies and scones. She wanted to expand into brownie products and decided to purchase a piston filler to do the job. She quickly discovered the limitations of the piston filler –the batter had to be made less viscous to run through the machine and it required hand-spreading to fill the tray corners. Realizing how happy she was with her Vemag, she asked Reiser’s bakery specialists to engineer a solution. The result was a Reiser 18-inch Rotary Sheeter that attached to the Vemag. This heavy-duty device allowed her to make the brownies as thick and chocolatey as she originally envisioned. The Sheeter’s full-width extrusion completely filled the pan, eliminating all hand labor. It was the perfect solution! Her vocal support resulted in sales at other plants as she spread the word of Vemag’s ability to sheet viscous batters and cookie doughs.
Soft colours and a rustic, natural feel are popular trends
by this cake by Cake Babes.
BY LAURA AIKEN
SOCIAL STORYTELLING
Ijust love Michelle Brisebois’ opening lines in this edition’s article on social media: “Do you feel like you can’t keep up with the latest trends in social media marketing? Join the club.” The platforms are changing, advice is changing, and heck, I daresay even people might be changing. It’s pretty tough to keep up. I read a few articles online that captured the thoughts of various influencers on the future of social media. In synthesis, a significant amount of thought concluded that social media wouldn’t even be a thing 20-years or so from now. It will just be part of the fabric of our daily life, like the internet we’ll be wearing around. It’s all very sci-fi indeed.
Some of the super buzzy words popping up around social media include chatbots, Instagram stories, more and more video, influencer partnerships and live streaming. Whatever you do or don’t do on the cutting edge of social media 2018, none of it will likely matter much without a compelling story. The “curated life” is a rising term for people’s penchant for turning their own lives into a carefully selected story, but business was there first. What is a brand but a business’ diligently curated tale? Some of us are brands, but most of us are not. All bakeries are brands.
The continual challenge in the new media environment is managing the cohesive story of your bakery via fragmented bits of communication. It appears at odds with the tradition of storytelling as we experience it through literary means, where our attachment grows deeper with each wave of the page; the characters come to life and we picture ourselves in their world. Bakeries aren’t as far from a fictional escape as they may appear. While rooted in reality, they offer an experience that the customer first imagines. You look at the crusty sourdough loaf, you imagine what it might taste like dripping with olive oil or wrapped around fine cheese. You pass by the window display of intricate cakes interspersed with macaron towers, and imagine the sophisticated feeling that fancy brings. Customers come into your world for a literal and fictional taste of it. Perhaps there are some lessons to be gleaned from the author’s toolkit.
The continual challenge in the new media environment is managing the cohesive story of your bakery via fragmented bits of communication.
In the writing guide Wired for Story by Lisa Cron, she makes some very applicable points in summation at the end of Chapter 2, titled “How to Zero in on Your Point” (if this isn’t developing a brand, I don’t know what is). 1 — Do you know what the point of your story is? 2 — Do you know what your story says about human nature? I bet most businesses have done No. 1 as a basic brand development. But what about the second point? What does your bakery say about human nature? Is the crux of it a message that can be carried throughout your bakery’s social media? It is interesting to think about, for it is quite essential, and essential things create cohesion because they don’t go away. Perhaps your bakery speaks to the hedonist in us (pure indulgence), the empathy (animal welfare concerns), or the avoidance of loneliness (the solitary freelancers all typing together in a cafe). Whatever the message, it is about the customer rather than the bakery and this will resonate. There is much to learn from our storytelling traditions, and perhaps getting back to the basics is the best way to thrive in the complexity of the fast-moving social media game. / BJ
MARCH 2018 | VOL. 78, NO. 2
EDITOR | Laura Aiken editor@bakersjournal.com 416-522-1595
TECHNICAL EDITOR | Philip Oxford, Puratos Canada foxford@puratos.com
Mail: 111 Gordon Baker Rd., Suite 400, Toronto ON M2H 3R1
Subscription Rates
Canada — 1 Year $ 30.00 (with GST $31.50 #867172652RT0001, with HST/ QST $33.90)
USA — 1 Year $ $55.50 USD
Occasionally, Bakers Journal will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circulation department in any of the four ways listed above.
Annex Privacy Officer
privacy@annexbusinessmedia.com Tel: 800-668-2374
Opinions expressed in this magazine are not necessarily those of the editor or the publisher. No liability is assumed for errors or omissions. All advertising is subject to the publisher’s approval. Such approval does not imply any endorsement of the products or services advertised. Publisher reserves the right to refuse advertising that does not meet the standards of the publication.
No part of the editorial content of this publication may be reprinted without the publisher’s written permission.
Baking for Special Diets teaches readers how to widen the scope of their offerings and create flavourful recipes to meet all kinds of dietary needs.
This text explains the wide range of dietary challenges of which pastry chefs and bakers should be conscious, including celiac disease, diabetes, high blood pressure, high cholesterol, kosher diets, and more. Introductory chapters cover general nutrition information, ingredient substitutions.
The text also explains through examples how to convert your own recipes to meet the needs of a particular customer. Subsequent chapters provide recipes for a wide range of dietary concerns, from vegetarian, vegan, and low-fat baked goods to delectable desserts that are gluten-, lactose-, or sugar-free.
briefly | Three keynote speakers coming to Bakery Showcase; Sobeys gets into the online grocery game; The IDDBA calls out cake trends | for more news in the baking world, check out our website, www.bakersjournal.com
Sobeys to launch online grocery services
Nova Scotia-based grocery chain Sobeys will work with U.K. e-commerce firm Ocado Group to launch online grocery ordering, automated fulfilment and home delivery to Canada.
The online grocery shopping services will use Ocado’s proprietary online platform. The U.K. company will partner exclusively with Sobeys in Canada, Sobeys said in a news release.
Ocado’s services include a dedicated website supported by its proprietary “web shop” and mobile grocery ordering applications, construction of an automated warehouse designed specifically for grocery e-commerce, and routing management technology meant to enhance delivery truck efficiency, customer service and punctuality, the release said.
“Sobeys is a highly successful and much admired Canadian business and we are proud that they have chosen Ocado Solutions to partner with to build their online grocery business,” said Tim Steiner, chief executive officer of Ocado Group.
Sobeys and Ocado will develop their first customer fulfilment centre in the Greater Toronto Area. The build is expected to take approximately two years.
BAC announces keynote speakers
The Baking Association of Canada (BAC) Bakery Showcase event in April will feature three notable and new keynote speakers.
Anna Olsen, celebrity chef and cookbook author, will be presenting a session titled “Baking to Fulfill: Satisfy your Customers and Yourself.” In her talk, she says she will offer insights into how to take care of your operations while managing personal and business growth and goals. Balance and self-care will be at the forefront of her discussion, but she will also address operational trends, such as managing costs and staffing. Olsen will also share her experiences with capitalizing on no cost promotions.
Tony Chapman, a well-known business strategist and speaker, will present unique insights on the subject of brand storytelling. Chapman’s session — “Stop Telling Your Story, Become Part of Mine” — will tackle how to stand out in the age of information overload by getting consumers attention through becoming a part of their story. Chapman will present ways to inspire, motivate and engage your customers and employees.
Liesbet Vandepoel, director of marketing for Puratos Canada, will share the results of its global consumer survey, which captured information from almost 11,000 people in 25 countries. Puratos is an international business providing products, raw materials and expertise to artisans, retailers and foodservice customers in the bakery, patisserie and chocolate sectors. The “New Consumer Rules” qualified by Puratos’ Taste Tomorrow study shows insights into emerging trends and consumer perceptions on topics such as quality and transparency.
Bakery Showcase will be hosted at Mississauga’s International Centre from April 29-30.
Mini stacked and drip cakes popular says IDDBA report
Magic and fantasy cakes, drip cakes and those with contrasting themes are among popular cake styles, suggests the International Dairy Deli Bakery Association’s (IDDBA) annual industry report.
The report, entitled “What’s In Store 2018,” includes five trends as identified by John Gardner, director of customer marketing at DecoPac:
• Contrasting themes that result in unique designs
• Drip cakes, which feature the appearance of melted liquid icing running down the side of the cake
• Magic and fantasy cakes
• Pineapple-themed cakes
• Mini stacked cakes.
• Wood grain and metallic styles have grown through interest in artisan craftsmanship and getting back to nature.
Gardner also emphasized the necessity of providing shoppers with personalization options for cake format, chosen colours, favourite flavours, a special message or a photo collage.
Voluntary sodium reduction results released by Health Canada
High sodium levels persist in most packaged foods, suggests a report from Health Canada.
In 2012, in an effort to reduce the amount of sodium in the food supply, Health Canada established voluntary sodium reduction targets for 94 processed food categories following extensive consultation with the food industry. The department encouraged the food industry to achieve these targets by the end of 2016.
Health Canada released an evaluation of the food industry’s efforts to meet these sodium reduction targets.
Results indicate sodium reductions in most categories of processed foods were modest, Health Canada said in a news release. Specifically, industry met the targets in 14 per cent of food categories. These results are an indication that additional measures may be needed to reduce sodium in processed foods.
Over the next few months, Health Canada will conduct an in-depth analysis of each category and will meet with industry stakeholders and scientific experts to better understand the challenges encountered in reducing sodium.
Health Canada said it is committed to reducing sodium in processed foods as part of its Healthy Eating Strategy.
The department provided the following background on the issue of sodium reduction:
• 25 per cent of Canadians have high blood pressure.
• 80 per cent of Canadians and 93 per cent of kids aged four to eight years consume too much sodium.
• In Canada, 77 per cent of Canadians’ sodium intake is from processed food.
• Top contributors to sodium intake in Canada include breads, processed meats, soups, cheese, mixed dishes, and sauces.
A conversation on celebration with three cake artists | BY
KAREN BARR
THE ART OF CAKES
The word celebration is often associated with the word cake. The two are simultaneously linked. There are celebration cakes for graduations, engagements, weddings, anniversaries, baby showers, birthdays and more.
Joe Calabro, owner of Paticceria Gelateria Italiana in Ottawa’s Little Italy, has been making celebration cakes for 40 years. He’s known for his Old World European-style that also has a modern edge. “I like a simplistic style that shows true workmanship. A celebration cake is a special showpiece.”
His house cake is and has always been the Torta Madeleine. This vanilla sponge cake is moistened with simple syrup or rum syrup and features vanilla and chocolate pastry cream alternated between the layers. Gone are the days of traditional royal icing and silk flowers. Today, his customers want rolled fondant cakes, decorated with more fondant, marzipan, gum paste or blown sugar. Buttercream cakes first masked in and then piped with the icing come in a close second.
}Birthday cakes now outsell wedding cakes at his retail location. While made with the same ingredients, the birthday cakes are more whimsical, with a huge element of fun. “Everyone wants a theme or a character,” says the cake designer. Musical instruments, sports, cartoon and movie characters are all popular.
By simply sending photos of their recent wedding cakes, Coastal Cake Company won not one, but two honours for Wedding Bells magazine’s competition Canada’s Prettiest Wedding Cake 2016.
For one recent birthday, Calabro designed Tea In The Victorian Garden, a two-tiered round cake. The base was white fondant, covered with soft yellow and green striping, accented with a handcraft ballet-pink ribbon. Pink fondant covered the next tier, edged with royal icing piped lace. A tea pot sculpted from gum paste and hand painted is tilted on top. A teacup and saucer, also made from gum paste rests on the cake board, surrounded by multiple mini bouquets of colorful roses.
Sometimes the birthday cake is only part of the story. For a 50th birthday celebration, Calabro was asked to make a classic triple tier cake, all edged with glittering rhinestone. Then, he built a four foot mannequin out of pipes and wires. White fondant was strategically crafted to form an evening gown. Around the cake and dress were smaller fashionable items such as a purse, shoes and lipsticks, all sculpted from gum paste. “I have to be prepared for everything!” he exclaims. Meanwhile, on Vancouver Island, pastry chef and cake designer Marieke Nijenhuis, owner of Coastal Cake Company, does a strong business in wedding cakes from her 700 square foot studio in Parksview. Between Easter and
Thanksgiving she sells over 200 cakes.
Just how important is the wedding cake? “Some brides come to us, even before they pick out the wedding dress,” she says. “The wedding cake is such a tradition. Guests look forward to it being cut at the end of the night.”
Chocolate cake filled with her homemade raspberry jam, or red velvet cake with white chocolate and fresh strawberries are the two top sellers. Trends include buttercream cakes with fresh flowers or sugar flowers as a keepsake for the bride. Gold and other metallics are popular accents for any cake colour. And modern architectural cakes, with extended tiers of various heights are far from classic.
As a wedding destination location, Vancouver Island attracts couples, who want to be married beside the ocean without leaving Canada. Many clients are from cities such as Vancouver, Edmonton or Calgary. “These couples ask for West
(Above) Beach themes are a popular wedding request at Coastal Cake Company.(Left) At Cake Babes, the majority of clients are requesting traditional cakes in pale shades.
Coast themes such as trees, driftwood, local flowers and beach themes,” she says. By simply sending photos of their recent wedding cakes, Coastal Cake Company won not one, but two honours for Wedding Bells magazine’s competition Canada’s Prettiest Wedding Cake 2016.
The Poppy Cake was created for a stylized photo shoot. The fondant cake was hand painted to create an orange to red ombre effect, then finished with
chocolate ganache gold drizzle. “The top tiers were decorated with a large red gum paste poppy, succulents and glittery blueberries,” says Nijenhuis.
The other was Great Gatsby Meets the Beach. The bottom tier was finished in black fondant and decorated with an art deco shell pattern. “To apply the pattern we created a stencil and hand painted the gold. The top tier was also finished in
using silicon impressions of shells.
Clients are now asking for smaller wedding cakes, to pair with a variety of matching miniature desserts, presented on a dessert table. French macaroons, cakes pops, rolled and cut sugar cookies, with light as lace royal icing, and butter cream cupcakes are often requested.
Accolades continue to pour in for Coastal Cake Company and they have won the Vancouver Island Wedding Award for Best Wedding Cake five years in a row.
In Dartmouth, N.S., cake designer Amy Muench, owner of Cake Babes, sells up to 90 cakes per year. White chocolate cake, with white chocolate buttercream and fresh raspberries, or rich salted caramel cake filled with the same decadently flavoured icing are the most requested.
As for her designs Muench says, “I love making fun, bold, over-the top cakes, with pretty, bright colours.” And one such cake placed Cake Babes on the list of Wedding Bells magazine’s Canada’s
Her winning four-tiered, rolled fondant square cake, Abstract Garden In Gold, had a base and top tier of pure white, with a bit of black striping on one edge. The second tier however, was more dramatic. “The stripes were carefully placed at a 45 degree angles. Each side of the cube had the stripes going in a different direction. One single gold stripe in the middle of the design complemented the next tier, which was painted solid gold,” explains the cake designer. “The flowering ranunculus were bright orange, purple, sky blue, pink, and lime green, with painted gold leaves.”
Yet, only 25 per cent of her customers request such contemporary styles. Traditional cakes, in white or light shades decorated with buttercream are what sell. And rustic cakes are also requested. Cakes with a homemade frosted look are resplendent with sprigs of fresh floral blooms. Or cakes masked with a thin layer of buttercream, enabling the cake to peek out are decorated with forest branches and a few summer berries.
The groom’s cake is ever popular. And it’s always a surprise for the recipient. The variety of cakes available today seems to be without limits. As Canadian cake designers continue to push the limits of possibility, the future looks very sweet indeed. / BJ
Karen Barr writes about arts, culture and cuisine. She is a George Brown graduate and a Red Seal pastry chef.
The April 29 & 30
The International Centre, Hall 5 Toronto (Mississauga) Ontario, Canada
Industry
Produced by:
Trade Show Hours: 11:00 am - 5:00 pm daily Conference/Seminars will be prior to 11:00 am
• Join approximately 4,500 baking & food industry professionals from retail, in-store & commercial bakeries, grocery stores & foodservice outlets.
• Visit the Trade Show with more than a 100,000 sq. ft. of space showcasing ingredients, equipment, services, technology and baked goods (fresh, proof & bake, par-baked, freezer-to-oven, thaw & serve)
• Learn at the informative sessions during the Conference Program
• Show features: college creative competition plus explore the Sensobus
• Located in the Toronto area, the facility is easily accessible by public transportation (Transit & major highways. It is only minutes from the Toronto International Airport)
The ONLY baking industry trade show in Canada for 2018!
To Register visit www.baking.ca
2 DAYS OF TRADE SHOW
Registration required
11:00 am – 5:00 pm daily
The International Centre, Hall 5 Toronto (Mississauga) Ontario, Canada
To keep your business successful it’s important to stay on top of what is happening in the baking industry. Bakery Showcase 2018 provides a host of opportunities to source new suppliers, connect with current suppliers, as well as discover new trends and products.
With almost 100,000 sq. ft. of exhibit space, the trade show floor is the place to see the products in action and meet the people behind them. For two days you will have the opportunity to meet face-to-face with the people who truly understand your business.
Visit the trade show floor to see unlimited possibilities in baking ingredients, equipment, services, technology, packaging and baked goods (fresh, proof & bake, par-baked, freezer to oven, thaw & serve) and much, much more!
Conference Program Sponsor
CONFERENCE PROGRAM
Registration required for Sunday and Monday conference sessions
Sunday April 29, 2018
8:45 am – 9:30 am BAC Annual General Meeting (members only)
The annual meeting of members provides a review of the Association’s activities over the past year as well as direction for the future.
9:30 am – 10:00 am
From NAFTA to Food & Nutrition Policies: What is Next for Canada’s Baking Industry in 2018 and Beyond
Will NAFTA be re-negotiated or thrown away and what will it mean for product exports and equipment/ingredient imports? How will the upcoming labelling regulations impact bakers both large and small? What will the proposed marketing to children prohibition mean for advertising and in-store promotions? These are a few of the questions that will be addressed during this fast paced session presented by BAC’s Paul Hetherington and Johanne Trudeau.
10:00 am – 11:00 am
Baking to Fulfill: Satisfy Your Customers and Yourself
Join prominent pastry chef Anna Olson, as she shares her insights on today’s baking business, entrepreneurship, promotions and channeling your drive to succeed. Anna has become one of the country’s most recognizable television chefs. Hosting Food Network’s “Bake with Anna Olson”, “Fresh with Anna Olson”, “Sugar” and her latest series, “Inspired with Anna Olson”, she has earned a loyal following in over 190 countries. Both the Ontario Hostelry Institute and the Canadian Food & Wine Institute have recognized her for ongoing contributions to the development of Canadian food culture. By way of personal experiences and anecdotes, Anna will reveal that business and personal growth are intertwined suggesting that taking care of your operations requires taking care of yourself.
Presented by: Celebrity Chef & Baker Anna Olson
Monday April 30, 2018
8:45 am – 9:30 am
Consumers and Bakery Products: Examining Today’s Consumer Behaviours and Expectations
The new consumer rules: in-depth insights into today’s consumer behaviour and expectation related to baked products. Consumers have become more knowledgeable and articulate about the food choices they make. In order to identify consumer needs, requests and demands, Puratos interviewed almost 11,000 consumers in 25 countries about their choices, attitudes and perceptions related to the baked goods industry. This session will inspire you to further innovate and differentiate your baked offerings in order to exceed the new consumer expectations.
Presented by: Liesbet Vandepoel Director of Marketing, Puratos Canada
Monday April 30, 2018 (cont’d)
9:30 am – 10:15 am
Stop Telling Your Story - Become Part of Mine
Attention is the oxygen of Leadership, Sales and Marketing. Attention breathes opportunity to inspire, motivate and educate and to engage and persuade the people you need to market and sell your products, and to grow your business. The challenge is that many people, ideas and most content is starving for attention. There is too much and too many chasing a finite amount of time and money. This session will show you how to get heard in the age of noise. The key is to stop telling your story and instead become part of theirs. Learn the secrets of storytelling and the role you can play in bringing about their desired outcomes. Shift the conversation and consideration from what you do, to why it matters to them.
Presented by: Tony Chapman Award Winning Marketing, Sales & Communication Expert, Media Commentator & Entrepreneur
10:15 am – 11:00 am
Dealing with Change – How Three Baking Industry Experts are Managing Today’s Challenges
Join moderator Tony Chapman as he leads this industry panel discussing the complexities and opportunities associated with today’s changing consumer demands and business expectations. Hear what some of Canada’s unique baking companies are doing to grow in an environment where food is under ever increasing scrutiny by consumers, health groups and governments.
Panelists:
Brad Bissonnette, VP Marketing and Franchise Recruitment, COBS Bread
Tom Mattes, VP Operations, Del's Pastry
Connie Morrison, COO, Chudleigh’s Limited
BAKERY SHOWCASE FEATURES ON THE TRADE SHOW FLOOR
A Dream Comes True, the College Creative Challenge Returns by Popular Demand!
“Oh my dreams - It’s never quite as it seems! Impossible to ignore!” And they’ll come true as the baking students from Centennial, George Brown, and Humber Colleges compete in this fun and friendly challenge. This year’s theme is “Dreams” which will feature the design skills, creativity and ingenuity of students in the building and displaying of their 3D masterpieces. The winner will be chosen by popular choice by Bakery Showcase attendees.
The Puratos Sensobus - Sensory Lab on Wheels!
The Sensobus is a newly refurbished, fully equipped mobile sensory lab used to target demographics, determine preferences, and understand consumer buying habits.
The Sensobus concept was developed by the Puratos Group in 2005 to gather consumer insights while they went about daily business. It is the first of its kind and unique in its ability to reach consumers where they shop and eat.
HOTEL INFORMATION
Bakery Showcase 2018 is pleased to have designated the Holiday Inn Toronto International Airport as it’s headquarter hotel.
970 Dixon Road, Toronto, ON M9W 1J9
Tel: 416 674 4343
Room Rate starting at: $129.00 (CDN) taxes and fees
Cut-off date for the special room rate is March 27, 2018
Please quote the special group code “Bakery Showcase 2018 group rate, group code: BAC” to ensure that you receive the special room rate.
There will be a complimentry shuttle service to and from the International Centre during the show dates (April 29 & 30).
As of Feb. 9, 2018 Platinum Sponsors Gold Sponsors
Bakery Showcase 2018 Schedule of Activities
Pre-Registration is on-line. To Register visit www.baking.ca
Sunday April 29
8:45 am – 9:30 am BAC Annual General Meeting (members only)
9:30 am – 10:00 am From NAFTA to Food & Nutrition Policies: What is Next for Canada’s Baking Industry in 2018 and Beyond
10:00 am – 11:00 am Baking to Fulfill: Satisfy Your Customers and Yourself by Anna Olson
11:00 am – 5:00 pm Trade Show
Monday April 30
8:45 am – 9:30 am Consumers and Bakery Products: Examining Today’s Consumer Behaviours and Expectations by Liesbet Vandepoel
9:30 am – 10:15 am Stop Telling Your Story - Become Part of Mine by Tony Chapman
10:15 am – 11:00 am Dealing with Change – How Three Baking Industry Experts are Managing Today’s Challenges
11:00 am – 5:00 pm Trade Show
REGISTRATION FEES
(all prices include HST)
valid until April 10
from April 11 onwards & at the door
2 Day trade show badge (Does not include access to Conference Program)
Conference Program (includes 2 Day trade show badge)
$85 early bird/$95 regular rate 1 Day Pass (Sun. Apr 29 or Mon. Apr 30)
$150 early bird/$175 regular rate 2 Day Pass (Sunday & Monday) Attendee discount codes cannot be applied to conference program
*Valid only for those qualifying for the Bakers/Retailer/Foodservice /Accredited Schools Category
Bakery Showcase 2018 is produced by the Baking Association of Canada (BAC), the industry association representing Canada’s over $8 billion baking industry. BAC’s mission statement is to empower our members in providing nutritious and delicious baked goods to consumers in Canada and around the world through leading public policy, knowledge transfer and networking.
Baking Association of Canada 7895 Tranmere Dr., Suite 202, Mississauga, ON L5S 1V9 Tel: 905-405-0288 or
Toll Free in North America 1-888-674-BAKE (2253) Fax: 905-405-0993 • Email: info@baking.ca • Web-site: www.baking.ca
For an up to date list of exhibitors visit www.baking.ca
This is the ONLY baking industry trade show in Canada for 2018! Who will exhibit at
Professionals from wholesale & commercial bakeries (intermediate and large volume), retail bakeries (independent & franchise), patisseries, grocery chains/ mass market/supermarket in-store bakeries, c-stores, food service establishments (restaurants, cafes, hotels, caterers), specialty & artisanal bakers, brokers, baking industry educational institutions, consultants, government buyers and more….
COMMITMENT TO VISION
One word to describe Eric Ho, owner of Bakery Sate in Vancouver, is courageous. After leaving a successful career as an engineer, Ho enrolled at Pacific Institute of Culinary Arts to study baking and pastry. Then, without ever having actually worked in the food industry, he launched his own bakery and built it into a success. So, how was Ho able to do this in today’s marketplace? How has he kept current trends in mind? And what has contributed to his success?
The first rule of business is passion. “I have always loved to bake, ever since I was a little kid,” he says. Television chefs were his inspiration then. And that job as an engineer? Well, it led to work-related travel to Paris at least four times a year. This exposed Ho not only to French patisseries and boulangeries, but to how Europeans like to eat.
Today, his bakery with 16 seats, on a busy city street, serves what Ho describes as French inspired items with contemporary flavours. He keeps the list of menu items short.
It all began with 20 items. “We started out with croissants and small individual cakes. Then, we added scones and muffins for people who wanted something else for breakfast. Cream puffs and sandwiches were next.” And although customers have asked Ho to add more lunch items such as soups or salads, he stands fast, “We don’t have the space and our focus is on fresh baked products from the oven. We base our sales around that.”
}Leftover croissants can always be turned into the double baked variety, which are split lengthwise, spread with almond cream and a desired filling such as apple or matcha, then baked.
while laughing, “I cried a few times that first month.” Today, Bakery Sate is known for its croissants. “The consistency and quality are much improved.”
city and by requests. “Customers were asking for lighter, fresher flavours, that weren’t as rich as chocolate or salted caramel.”
Starting the business from scratch was not easy. After investing almost $850,000 of his own money to buy the new space, build the bakery and add the equipment, he admits he questioned his plan. “The first croissants we made were awful!” he exclaims. Then, he adds,
Croissant flavours run from classics like chocolate and almond, to more exotic coconut and snack- inspired pretzel bacon. Cream puffs have such mouthwatering fillings as chestnut Mont Blanc, London fog or passionfruit. Ho says his flavour profiles have been influenced by living in such a multicultural
To stay current with dietary needs and trends, Ho has developed his own gluten-free flour, made with a combination of white rice, brown rice, tapioca and potato flours. This combination allows products to be created, without a change in texture or flavour. “When we sell cakes for a party customers always buy a few gluten free cakes. It allows us to reach a different niche.”
And what about keeping costs in line? “That’s always a challenge for most small business,” says Ho. “As the owner, I work the most hours – on average about 50 hours week in the kitchen and five hours
Eric Ho’s Bakery Sate was built on a business plan for
BY KAREN BARR
Eric Ho’s Bakery Sate creates French inspired products featuring modern flavours.
a week on business operations. The first two years, I definitely put in even more hours!”
Bakery Sate has three other full time kitchen staff. Instead of keeping the business running seven days a week, the bakery is open Monday to Friday only and from 7:30 a.m. to 7 p.m. The team begins work at 5:30 a.m.
Efficiency is key. For example Ho uses one basic dough for all his croissants, and adds different ingredients to it to make his varieties. Also, with the number of breakfast pastries sold, a sheeter was a mandatory purchase.
The bakery has very little waste. Ho uses very standardized recipes, written in weighted measurements, with all steps written out. “It sounds simple and straight forward, but this way everything is on paper and isn’t left to subjective judgment.” This eliminates costly mistakes, and allows for costing out and budgeting each product.
Leftover croissants can always be turned into the double baked variety, which are split lengthwise, spread with almond cream and a desired filling such as apple or matcha, and then baked. Bits and end that have been cut from croissants, or the occasional subpar ones, are cut up and made into products such as Nutella Banana Croissant Bread Pudding.
As for digital marketing, Ho feels that although he has an adequate website, he has not spent any money on search engine optimization or professional content development. He uses social media to promote the bakery and posts regularly on Instagram, Facebook and Twitter, but has not bought any sponsored ads on these platforms. Ho believes his best marketing has been word of mouth. People in Vancouver were quite excited to see Ho on Food Network’s Sugar Showdown Season 2. And although he didn’t win, it did send the curious into his bakery.
Bakery sales continue to climb. In 2017, sales increased 15 per cent. “This trend has been similar, year-to-year since we first opened,” he says.
Today, local neighbourhood residents stop by to pick up baked goods. Parents taking their kids to the private school across the street pick us snacks and lunches for their kids, as well as something for themselves, as they rush to work. Other customers drive out of the way to visit the bakery for classical French pastries, with just the right twist of something different. Ho stuck to this plan and turned Bakery Sate into a success. / BJ
Karen Barr writes about arts, culture and cuisine. She is a graduate of George Brown College and a Red Seal pastry chef.
Bakery Sate’s owner Eric Ho.
GET READY! GET SET, GO
TOP SPEAKERS
MERCHANDISING CONCEPTS
2,000-BOOTH EXPO FLOOR
NEW PRODUCT SHOWCASE
INDUSTRY RECEPTION
MEET WITH EXPERTS
NEW INDUSTRY RESEARCH
CAKE DECORATING CHALLENGE
TRAINING TOOLS
GET READY for our Industry’s largest NETWORKING event.
IDDBA 18, Growing the Future is where you can expect more than 10,000 attendees, with more than 800 companies represented – all with a focus of shaping the future of our industry. Get ready for these opportunities and many more.
#FOOD
Do you feel like you can’t keep up with the latest trends in social media marketing? Join the club. Social media tools and trends change more frequently than your menu does and it can be hard to stay on top of new channels and new features for existing channels.
A strong social media strategy is a vital part of a culinary marketing plan. After all, food is an incredibly social product and it’s visually appealing - it’s a marriage
made in heaven.
To help navigate the quagmire of choices, we’ve compiled a list of those channels most frequently used by consumers and a peek at where they fit in your strategy alongside what you need to know about upcoming features and changes.
FACEBOOK
Considered one of the social media elders, Facebook is ancient in digital terms but a powerful channel when used properly. If Facebook were an ingredient in your bakery, it would be flour.
Facebook is also the digital equivalent of a dinner party. People are connected by invitation and the conversation is intimate. In terms of your tone and manner as a business, you need to honour that with posts that are conversational and warm.
Facebook has done a lot of soul searching post U.S. election about their role in becoming a trusted news source and a place where we can connect with the people we most want to be close to. As CEO/Founder Mark Zukerberg said in January: “We built Facebook to help people stay connected
The Twitter tone is direct, conversational and spontaneous. Humour is a great fit on this platform.
and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience.”
Facebook is changing its algorithms to prioritize personal posts over ads and even those personal posts that get the most engagement. Live videos are viewed almost six times more often than regular videos so use that feature to connect with your customers.
Do post pictures of your food and exciting news about new menu items and promotions. Make sure to write copy that includes a bit of wry
humour, as thought you were chatting with a friend.
Understand that social media is where you create the relationship that eventually leads to people clicking through to your website to check out your menu. On that note, do include a gentle “call to action” that shows the reader where they can easily go to get more information. Do make sure your hours of operation are always up-to-date and contact information is visible. At the top of your Facebook page there’s an Insights tab. Look at those to see how the engagement of your posts compare to other posts you’ve shared and even your closest competitors. Follow facebook.newsroom.com to stay on top of changes to the platform.
Don’t try to make the sale on Facebook. It’s like proposing marriage on the first date. Facebook will penalize businesses who expressly tell their customers to share a post because Facebook doesn’t want people spammed on their feeds. If your post gets lots of engagement and is newsworthy on its own, your loyal tribe will want to share it and comment.
The best engagement comes from commenting and sharing, not likes, so don’t high five yourself if you get lots of likes on a post. Likes are fine but they are considered “vanity metrics”. Be like the Christian Bale character in the movie The Big Short and drill down on the details. If your likes are coming from relatives and employees is that really a sign that your message is generating new business?
INSTAGRAM
Facebook owns Instagram so it’s important to understand they will view the channel as a complement to Facebook and we should think of it that way too. It’s quite possible that Facebook sees Instagram as a place to focus marketing messages and brand engagement away from Facebook. Instagram is a personal photo essay. Ironically, we’ve evolved from a society that communicated by carving pictures onto a cave wall to one who communicated through words…right back to one communicating visually. The picture tells the story with few words.
The platform is a favourite of young people who use it to follow their favourite celebrities and to promote themselves with images representing the life they want the world to see…witness the rise of the “curated life”.
Do make some effort to have gorgeous pictures of your menu items. Amazing
shots can be produced with a smart phone or tablet but remove clutter from the image and unleash your inner food stylist. It takes just a minute to plate something and garnish it.
Create hashtags so engagement can be corralled in one feed and use the same hashtags going forward. Instagram doesn’t allow for links to be added to the post so it is wise to say “link in profile” so people can click through to your website. Use the new “Instagram Stories” feature to bring
followers into your world. It’s a live video that disappears from the feed after 24 hours. People love watching food prep so a video showing a cake being decorated would be fabulous. Encourage the great engagement Instagram generates by starting a conversation. Questions always draw people in more effectively. You could say “Our new apple cinnamon bun has been launched today. Come in and try it” or you could say “Can’t you smell the warm apple and cinnamon? Would you like to taste a
“Simple and flexible financing allowed us to expand the way we wanted . ”
Mike Timani, President, Fancy Pokket Food Processor
The food business is unique
Your financing should be too
Grow with a lender who understands Canadian food. With over 100,000 customers, big and small, and a portfolio that tops $30 billion, Farm Credit Canada can help build your business success story.
fccfinancing.ca
sample?” Which one do you think works better? (See what I did there?).
Don’t post too much text. Let the image tell the story. Instagram seems more intimate because the reader gets to insert their own imagination into the message. That’s a powerful tool in terms of raising awareness and interest in your business. Make up your own whimsical hashtag and only use it. Find the most effective hashtags to use by looking at the feeds of your competitors, celebrity bakers and
other culinary influencers. Don’t overdo it with the #yummy. Research indicates that four to five hashtags gets the highest engagement. It drops off slightly after that, but more — even if it’s a dozen — is better than one or none.
TWITTER
The U.S. president has made Twitter “must see viewing” for the modern drama. This channel is more of a town-hall or Hyde Park in London.
Do post news about your business or retweet other food-relaxed posts. Engage with your customers by retweeting their posts or liking and commenting. Be direct, conversational and spontaneous…wry humour is perfect here. Use hashtags too. Don’t overdo the hashtags; they use too many characters and you only get 280. Avoid engaging in any exchanges that are polarizing or political.
SNAPCHAT
Though Snapchat is similar to Instagram in its gathering of user-generated pictures; it is popular with the younger demographic (71 per cent of users are 18 to 34) because of its editing feature that allow users to add bunny ears, funny glasses or other garnishes to their photo. Posts disappear after 24 hours so it’s truly spontaneous.
}Facebook is changing its algorithms to prioritize personal posts over ads and even those personal posts that get the most engagement.
Do use the video feature to showcase live events at your store or to show them the latest batch of brownies coming out of the oven. Pull back the curtain and let them see behind the scenes. The video will disappear after 24 hours so not worry about it living forever online. Be spontaneous and share it with your customers.
Don’t get too carried away with the editing tools. Use sparingly but with impact. Don’t overthink things. Grab the smartphone and record. Business Insider reports users check Snapchat 18 times per day. It’s a great chance to reach them often. Have a schedule for posting and mix up the channels to have the right message presented in the right place.
These are the best-known tools for social engagement and since human behaviour is a social science, it adheres to basic scientific theory: “For every action there is an equal and opposite reaction, plus a social media over-reaction. / BJ
Michelle Brisebois is a marketing consultant specializing in digital content strategy and retail/ in-store activation. Michelle has worked in the food, pharmaceutical, financial services and wine industries. She can be reached at briseboismichelle@sympatico.ca.
BY JANE DUMMER, RD
BEER INSPIRED BAKING
Craft beer and all its complexity makes a great pairing with different types of bread.
Craft beer as a drink is obvious; however that same beverage as a fantastic ingredient for both sweet and savoury baking is growing in popularity. Craft beers are diverse and complex with flavours that range from malt and barley to dried fruits and citrus. These flavours that make beer taste good add delicious depth and moisture to breads and sweets. The inactive yeast found in beer works to activate yeast used in breads. The one common theme is the quality of the beer. Be it stout or ale, the better the quality of the beer, the better the bread. This is one of the many things I was taught at the Baking with Beer class hosted by Muskoka Brewery and ACE Bakery in Toronto last fall.
}Beer is accessible, cost effective and low in alcohol compared to liquor or wine when in the product development stage.
Julien Bruyer, product development specialist for ACE Bakery and co-facilitator of the class, says “It’s important to match the beer to the type of bread. For example, think about the flavour, colour and aroma. For sourdough bread, you want strong ale with a hoppy flavour, and for sweeter bread you want a stout to add a sweet richness.”
In the class, we used Muskoka’s Harvest Ale for the sourdough bread and their Shinnicked Stout for the soda bread, both very different but equally scrumptious. Bruyer explains: “For the sourdough bread the ale replaced the water for the starter, which gave the bread the aromas and flavours of that beer. We experimented and found a longer fermentation of five hours resulted in a nice dark bake with a crisp texture on the outside and a soft chew on the inside. For the soda bread, the grains and seeds were soaked in the oatmeal based Shinnicked Stout for 24 hours resulting in a full body flavour perfect for pairing with aged cheddar or salmon.”
Beer is accessible, cost effective and
low in alcohol compared to liquor or wine when in the product development stage. Baking with beer is all about experimenting. Shannon Mulligan, marketing specialist at Muskoka Brewery says “Baking with beer is an economical way to explore the interesting flavours and complexity of craft beers. Even though total beer sales are down, the craft beer segment is up. The LCBO identified in 2015-2016, Ontario craft beer remained on trend, with sales rising 36 per cent.”
As a red wine drinker, my beer journey started with craft beer in Austria in the early 2000s and since then I’ve be open to new, unique varieties of local craft beers. Mulligan agrees. “We have a variety of approachable to complex beers, making it easy to find a beer that can become your favourite. Due to this, our target market is becoming larger. Baking with beer is an opportunity for non-beer drinkers to enjoy the craft beer in a food while becoming more comfortable the flavours and aromas. Our top baking beers are Shinnicked Stout, Harvest Ale and Winterweiss. And we encourage experimenting and having fun with baking to find the beer that best matches your final bread or sweets.”
As you start to experiment, Bruyer has three must-dos to remember. “Beer needs to be at room temperature to proof properly, never use it cold. The beer will replace most of the liquids in the recipe, so adjust it accordingly. And the type of beer and length of fermentation will affect the colour of the final bake, therefore choose wisely depending on the bread or sweet you are baking.” As we swing into the spring season, Bruyer suggests experimenting with beers with fruity and citrus notes. “I’ve created croissant dough with fruit variety of beer and the flavour was delicious. It was the perfect taste complement with your morning coffee.”
The idea of baking with craft beer is to achieve an amalgamation of the flavours. Hoppy beers are ideal for sour or savoury breads. Stout beers are perfect for sweeter breads. This is a wonderful space for existing craft beer drinkers to marry their love of beer with baking and to offer the opportunity for non-beer drinkers to explore the quality ingredient of craft beer in their baking. Follow Bruyer’s simple suggestions, stay inspired and keep experimenting with quality craft beer to bring your baking to a new delicious flavours, colours and aromas. / BJ
Jane Dummer, RD (www.janedummer.com), known as the Pod to Plate Food Consultant, collaborates and partners with the food and nutrition industry across North America.
The inactive yeast in beer is an instigator for the yeast used in breads.
