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¦ editor’s letter ¦
BY LAURA AIKEN
HERE WE GO AGAIN
If he isn’t already one, Dr. David Perlmutter is about to become a bestselling author. Perlmutter is the writer of Grain Brain, a book that according to its scribe’s website “blows the lid off a topic that’s been buried in medical literature for far too long: carbs are destroying your brain.”
If you think the public interest in the admonishment of wheat is waning, bear in mind that as of Aug. 18, Wheat Belly was No. 2 on the New York Times bestseller list in the Advice/How-To/Miscellaneous section. The release of Grain Brain is potentially bad news for the bakery industry. That’s about the softest way I can say that.
Before I go any further, I will clarify that I haven’t read Grain Brain, so I don’t intend to discuss its claims but simply to make two vital points. Firstly, the bread industry at every level needs to fight negative claims against wheat and carbohydrates with all the education at its disposal (you may want to start with the Healthy Grains Institute). Thank you to the Baking Association of Canada for drawing attention to the release of this book, and for being active in making us aware of dissenting literature. Secondly, Perlmutter is a neurologist, a doctor who specializes in the nervous system, including how it relates to the brain, and it is due diligence to draw attention to the limits of the allied field of neuroscience and brain scan technologies.
}You may not have felt like there was a war on wheat bread going on, but I would certainly call it one now. There is a lot of seductive information for consumers and industry alike to sift through. We are all entitled to our own beliefs in the search for truth and that must be respected, alongside respect for the important inquiries and research undertaken by Perlmutter and others in attempts to shed light on how food and our bodies relate. However, the notion that carbohydrates are destroying our brains is highly seductive information. It just doesn’t get any sexier than that right now. Realize that every book displayed prominently by the cash register at a major book retailer denouncing your product needs to be counteracted at your own point of sale. Educate your customers at your own cash register, on your packaging and online. Be proactive in sharing research with your social media community.
Realize that every book displayed prominently by the cash register at a major book retailer denouncing your product needs to be counteracted at your own point of sale.
To my second point, the brain is an incredibly complex, elastic, beautiful and fascinating structure. We’ve scratched the surface in understanding the human mind and that’s a gigantic feat in itself. I recently read Brainwashed: The Seductive Appeal of Mindless Neuroscience by Sally Satel and Scott O. Lilienfeld, a book that provides a good foundation from which to critically approach today’s hot headlines. If we don’t understand the limits of what our technology can tell us about ourselves, its authors ask, how can we be expected to assess the information sources?
Consider the case of a middle-aged, well-adjusted, educated, married father working as a civil servant who was found to have a black hole where 75 per cent of his brain should be (Psychology Today and The Lancet). It seems wise to approach big cover claims with a healthy degree of skepticism when anomalies like this man exist in the world. Even with fMRI and PET technology, the brain is still very much a mystery.
There is a lot of promising data in the field of neuroscience with regards to correlation, but as Satel and Lilienfeld write, it cannot yet “forge tight causal links between brain data and behavior.” Since the bakery industry is affected by the research of neurologists and neuroscientists, it would be beneficial to have a feel for the limits and great successes of these fields. There are many stakeholders in the quest for causation, and truth is often the subject of ongoing debate. For now, those of us in the bakery industry at every level needs to arm themselves with the education at their disposal, man their stations and prepare for a longer fight in the war against carbohydrates. / BJ
OCTOBER | VOL. 73, NO. 8
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briefly | Le Cordon Bleu launches bakery program on classical French bread-baking techniques | Salt intakes have consumers confused | For more news in the baking world, check out our website, www.bakersjournal.com
Survey says consumers unaware of salt intake
United States – Consumers are still confused about the amount of salt they have each day, and are uncertain about recommended daily intakes, according to a consumer perception survey by DSM.
This survey is the first in a series to come that will explore perceptions of savoury tastes in countries such as the United States, Brazil, China, Poland and Nigeria. In total, there were about 5,000 participants with about half of the urban consumers saying they eat less than five grams of salt per day. Respondents from the U.S. believe they eat the largest amount of salt with more than 61 per cent believing they consume 10 or more grams a day, which is twice the recommended daily amount. Nigerian consumers think they eat the lowest amount with almost 65 per cent reporting that they eat less than five grams per day.
Actual salt consumption studies around the world, however, show that people are likely to consume as much as three times the recommended daily amount. A 2012 report released by the European Commission revealed that men and women in Europe generally consume anywhere from six to 18 grams of salt every day. In the U.S., research presented at the American Society of Nutrition Experimental Biology Conference in Boston indicated that Americans’ sodium intake increased by 63 milligrams per day every two years from 2001 to 2010. This amounted to a 7.9 per cent increase over that time.
The DSM perception survey also revealed that 80 per cent of people said they would be willing to lose some of the flavour in foods that they typically prepare and eat if they knew that it would improve their health. Those living in China are most willing to make this change, while Americans are least willing. In spite of this, only 25 per cent cited healthiness as a consideration when buying a processed or pre-prepared food again – taste, convenience and price were all more likely to drive purchases. This supports previous research suggesting that consumers are not likely to purchase products that are perceived to have less taste.
Embassy Flavours unveils glutenfree lineup
Brampton, ON – Embassy Flavours introduced a new gluten-free product line featuring 22 desserts and breads.
Embassy’s Gluten-Free products are the result of several years of research and development on bakery formulations, and are promoted as having a taste indistinguishable from traditional bakery items.
“We’ve combined several unique ingredients to supplement the taste, texture, and nutrition commonly lacking in gluten-free products,” said Martino Brambilla, head of Embassy Flavours. Embassy’s gluten-free breads feature high-fibre content and a shelf life exceeding a week at ambient temperature, a marked improvement from most gluten-free baked goods today, said the company in a news release. Improved shelf life for glutenfree bakery products means freezing could be a thing of the past. Embassy’s gluten-free lineup also includes several novel applications, such as English Muffins, Macaroons, and Whoopie Pies.
Embassy’s Gluten-Free line has been well received, and they currently do business with a number of large bakeries and retailers in Canada and the United States, reported the company. Brambilla confirmed that one of Embassy’s clients is Fancy Pokket Corp., who has invested $13-million in building North America’s largest gluten-free bakery facility. The plant is due to begin operations in early 2014.
The desserts mixes include: Vanilla pudding cake mix, Chocolate pudding cake mix, Euro white sponge cake mix, Vanilla layer cake mix, Chocolate layer cake mix, Vanilla cupcake mix, Chocolate cupcake mix, Fudgy brownie mix, Brownie mix, Brownie bits mix, Cookie mix, Cinnamon bun mix, Macaroon mix, and Chocolate whoppie pie mix.
The bread mixes include: White bread mix, Multigrain bread mix, Flour tortilla bread mix, Pizza dough mix, English muffin mix, Bagel mix, and Focaccia mix.
IBIE names B.E.S.T. in Baking winners
Las Vegas – International Baking Industry Exposition
(IBIE) recognized 17 B.E.S.T. (Becoming Environmentally Sustainable Together) in Baking winners for their sustainability efforts during the Oct. 6-9 event in Las Vegas.
Introduced in 2010, the B.E.S.T. in Baking program recognizes exhibitors that supply equipment, packaging, ingredients, products and/or services that foster energy and water conservation, decrease landfill waste, and promote overall healthy living. This year the contest, which is sponsored by Bundy Baking Solutions and Snack Food & Wholesale Bakery, received nearly double the number of entries compared to 2010, reported the IBIE in a news release.
The B.E.S.T. in Baking designation brings with it a bevy of benefits, including mentions in pre-show promotions, on the IBIE website and on social media channels, plus a dedicated B.E.S.T. in Baking Lounge located in the Las Vegas Convention Center.
2013 B.E.S.T. in Baking winners are:
Air Management Technologies, Inc.
American Pan Company
AMF Bakery Systems
Auto-Bake Pty. Ltd.
Briess Malt & Ingredients Co.
Le Cordon Bleu launches new bakery program
Ottawa – Le Cordon Bleu rolled out a new certificate program that teaches the theory and techniques of classical French bakeries.
This specialized 12-week program is offered only at the Ottawa campus. It also touches on the fundamentals of baking and food safety, yeast dough, laminated and rich dough, as well as a significant focus on artisan breads.
Classes include a theoretical aspect, and a hands-on format with demonstrations. The program is taught in English. If you would like more information on the program, visit www.lcbottawa.com.
2013 B.E.S.T.
ChemxWorks Inc.
Daabon Organic
ENERVEX, Inc.
Hayon Manufacturing
Meyer Laboratory Inc.
Newave Packaging Inc.
Oberlin Filter Co.
Ovens, Inc.
Robbie Flexibles
Shaffer Mixers & Processing Equipment
SPX Flow Technology
TMB Baking, Inc.
Honourable Mentions:
Arla Foods Ingredients
ColorMaker, Inc.
Lawrence Foods
Palsgaard Inc.
Unitherm Food Systems Inc.
A panel of judges that include experts in sustainability and baking best practices chose this year’s B.E.S.T in Baking winners. All submissions were evaluated for environmental impact, innovation, feasibility, ROI and practical application to the baking industry.
This year’s panel included:
Jeffrey Teasdale, engineering manager of Fresh and Frozen Bakery, Pepperidge Farm
Jack Lewis III, president, Lewis Bakeries, Inc.
David Hipenbecker, director of network strategy and project engineering, The Kroger Company
Jeff Dearduff, vice-president, ARYZTA North America
Albert Koch, director of engineering, Mondelez International
Theresa Cogswell, president, BakerCogs “We can make an enormously positive impact on the environment by employing more sustainable methods across the industry,” states Mike Beaty, IBIE chairman and Flowers Foods executive vice-president of supply chain, in a news release. “Those leading the way in this effort are an inspiration and should be recognized for their progress. That’s what B.E.S.T. in Baking is all about.”
Scott Scriven joins Reiser & Co.
Scott Scriven has been named vice-president of sales and marketing, a newly created position, at Robert Reiser & Co.
“Scott is the consummate salesperson and his business philosophy is a perfect fit for Reiser,” s ays Roger Reiser, president and CEO.
Scriven has broad knowledge of the food equipment industry on a global level having focused his entire career in sales and sales management within that industry. For the past 14 years, he has served as president and CEO of Weber and has overseen Weber’s rise.
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GAME ON FOR BRE A
For the last several years, the bread market in Canada has been experiencing a decrease in the volume of sales thanks to an aging population, dietary trends and immigration. And we are not alone. Bread markets in places such as France and Britain have also been struggling. The centuries-old staple of Western diets is slowly losing out to aisle upon aisle of alternatives in grocery stores and feeling the effects of a saturated market.
Paul Hetherington, president and CEO of the Baking Association of Canada (BAC), says that the country’s commercial bread segment has seen a steady one to two per cent decline in volume over the last couple of years. It’s a trend that is being seen in developed nations around the world.
According to a research report issued in June by Global Industry Analysts (GIA) titled Bread: A Global Strategic Business Report, volume sales of bread are under huge pressure worldwide, particularly in Western markets. The report notes that “higher penetration and increasing popularity of alternative breakfast options is leading declines in volume consumption of bread in these markets.”
In a recent New York Times article, Elaine Sciolino reports that the average French man eats about half a baguette per day compared to almost a whole baguette in 1970 and more than three in 1900. She says women in France eat about a third less than men, and young people are consuming close to 30 per cent less than they did 10 years ago when it comes to bread.
The average French man today eats about half a baguette per day compared to almost a whole baguette in 1970 and more than three in 1900.
}The success of multigrain and wholegrain loaves, organic breads, and breads fortified with healthy additives such as omega-3, demonstrates the power of innovation in a mature market.
Last December in Britain, The Telegraph ran a story reporting that U.K. bread makers were feeling the strain from two fronts: supermarkets were pressuring suppliers for cheaper products due to shoppers’ reluctance to purchase and grain prices skyrocketed following a less than stellar wheat harvest caused by wet weather, which followed already high grain prices after the U.S. drought and a heat wave in Russia. Here in Canada, Hetherington explains that the bread industry has been stalling for
several reasons. “We have an aging population – the proverbial empty-nesters – and as a result their overall food purchases in a week are going down because they don’t have two extra mouths to feed. We also have an immigrant population coming in where bread is not the natural carbohydrate of choice,” he says.
Another major threat to Canada’s bread industry may be coming from an unassuming source: the gluten-free movement.
“Less than 10 per cent of the population has a reason to avoid gluten for therapeutic purposes because they have a health concern. I recently saw a study that suggested some 30 per cent of the popula-
tion was either eliminating gluten or looking to reduce gluten from their diet.
That means we have about 20 per cent of the population avoiding gluten based on reasons other than therapeutic reasons.”
“These individuals obviously believe that gluten and gluten-based products are negative towards their health. Of course, I think the research is quite evident that this is incorrect, but it’s been embraced by a certain percentage of the population,”
Hetherington explains.
In November 2012, Canada’s bread industry responded by establishing the Healthy Grains Institute (HGI) to help dispel myths and educate consumers on the health benefits of grains as part of one’s daily diet. The HGI is an industry-funded, not-for-profit organization that is guided by independent and multidisciplinary Scientific Advisory Council comprising plant science and nutritional experts from
across the country. “The objective of the HGI really is to provide a science-based response in information to help professionals, as well as consumers, chip away some of the pseudo-science,” Hetherington notes.
The “pseudo-science” that he refers to includes claims that wheat is genetically modified and contains a dramatically higher concentration of gluten than it did decades ago. In fact, neither of these claims is accurate, in Canada at least. Genetically modified wheat is not approved in Canada. Secondly, according to a Globe and Mail article by Adriana Barton, data from the Canadian Grain Commission showed no increase in the protein content of Western Canadian wheat from 1927 to 2009. In reality, the concentration of gluten was actually shown to be higher in 1940 than it is today.
“I think our challenge collectively at the association level, at the corporate level and at the retail baker level is education of our customers . . . part of our challenge as an industry is that for some time we haven’t been responding and these messages have been out there. We’ve tended not to engage them because for a significant part of the time we felt that it was just noise going on and we ignored it. So our challenge is responding and educating our customers on the value of grain-based products,” Hetherington advises.
Interestingly, despite the consumption of
bread declining over the years in terms of volume, the overall dollar sales have grown and are expected to continue growing globally, including in Canada. The GIA report estimates that the Canadian bread market will reach US $2.72 billion in sales in 2013 with projected sales of US $3.1 billion by 2018. The value growth of Canada’s bread market can be attributed mostly to the increasing cost of raw materials, which has in turn forced manufacturers to increase the cost of a loaf in order to maintain profits. Higher price points for artisanal and multigrain breads, which continue to rise in demand, are also contributing to higher dollar sales.
Looking to the future, bread makers must diversify in order to increase volume and grow the market. The GIA report suggests that bakers and bread manufacturers must focus on new product development in order to revive the market. “The success of multigrain and wholegrain loaves, organic breads, and breads fortified with healthy additives such as omega-3, demonstrates the power of innovation in a mature market,” the report says.
In contrast to Western markets, bread markets in developing countries are expected to increase dramatically over the coming years as standards of living rise along with economic growth. The GIA report found that Asia-pacific is expected to emerge as the fastest growing market with
dollar sales projected to grow at a compounded annual rate of 5.4 per cent over the analysis period. China, Hong Kong, India and Malaysia are also expected to become lucrative markets in the global bread industry. By 2018, the report projects, the global market for bread will reach US$192.2 billion driven by growing consumer preference for convenience food, launching of healthy bread products, improving standards of living and Westernization of lifestyles in developing countries.
For Canadian bread makers, there are important steps that must be taken to ensure a robust market and increased bread consumption, including educating consumers and innovating products. Helping to dispel myths that have plagued the industry will be crucial to increasing volume sales, while innovation – particularly in niche areas such as artisan breads and products geared toward the ever increasing health-conscious consumer – will be key to the industry’s future success. / BJ
Julie Fitz-Gerald is a freelance writer based in Uxbridge, Ont., and a regular contributor to Bakers Journal.
The Healthy Grains Institute was launched to educate consumers on the benefits of including grains in their diet.
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BY LAURA COUVRETTE
MAKING A STATEMENT
What are your financial statements telling the outside world?
You have a critical choice when it comes to your year-end financial statements. Should you simply have them compiled? Is it better to have them reviewed? Or, is a full-blown audit the way to go? The answer comes down to the level of assurance you need for creditors and investors and for yourself. Your financial statements tell a story about your business and a significant aspect of how that story is told comes down to the type of work your accountant does on your statements. There are three types of engagements denoted by a report attached to your financial statements: Notice to Reader, Review and Audit. The scope of the work that is performed and the level of assurance differs with each approach. Here’s what you should know.
}A company’s financial statements tell the story of the business.
the financial statement line items to conclude if the numbers are plausible. The typical procedures involved are analyses of relationships between accounts and discussions with management. Based on these analyses and the explanations provided, your accountant determines
When you make the decision to undertake an audit, you should be prepared to commit to that level of assurance for a number of years.
A Notice to Reader is simple, straightforward and the least expensive. The objective is to compile unaudited financial information into financial statements or schedules. Also called a compilation report, this is a straight-up transcription of the information your management team provides. Your accounting firm is simply putting that information into the appropriate template. They are not verifying the accuracy of the information and so they are not expressing any third-party assurance to the reader. There is no opinion and typically, there are no notes to the statements – just the numbers as you have represented them. The responsibility for the accuracy of the numbers rests solely with management. A notice to reader report is typically done when you are filing a tax return and require financial statements but have no third-party reporting requirements.
Your financial institution typically requires a Review engagement if you have bank debt. The objective here is for your accounting firm to perform procedures on
whether or not the financial statements and notes to the financial statements make sense. Accountants completing a review engagement must be independent from the client and have the appropriate knowledge of the business in order to accept the engagement.
An Audit is the most thorough, and as a result, the audit report offers the greatest level of assurance to readers. It is the gold standard, and also the most expensive. All publicly listed companies are required by securities laws to provide annual audited financial statements. As well, some private enterprises may be required to provide audited financial statements by their banks, bonding companies, creditors, absentee owners or potential buyers of the business. For example, bank financing over a certain borrowing threshold usually requires an audit. If the business is a subsidiary of an international entity, an audit may be required. An absentee owner may want an audit to get an extra level of assurance because they are not working in the business from day to day and want to feel confident in what they are being told
by their management team. They will gain that confidence because an independent professional public accountant – the auditor – will conclude on whether or not the financial statements are materially misstated. In order to provide an opinion on accuracy, the auditor must go back to the source documents to test material balance sheet items and sample and test transactions within the revenue/accounts receivable, purchases/payables and payroll cycles. An audit also involves procedures such as confirmation of bank, accounts receivable or accounts payable balances as well as attendance at the inventory count where applicable. If you are looking to sell your business, having a history of audited statements will make the due diligence process easier and give your potential buyer comfort that the numbers and explanatory notes are fairly stated. That said, an audit is typically not a one-off When you make the decision to undertake an audit, you should be prepared to commit to that level of assurance for a number of years.
Understanding the scope of each option and the message it sends to stakeholders and the outside world is critical. Discuss your needs and longer-term goals to ensure you are choosing the right type of engagement for your business. / BJ
Laura Couvrette is a partner in Fuller Landau’s audit and assurance practice. She has over 10 years of experience helping entrepreneurs and owner managers achieve their business goals. Laura can be reached at 416-645-6528 or by e-mail at lcouvrette@fullerlandau.com.
FITZ-GERALD
MAKING CREATIVE CAKES
In 1986, brothers Michael and Martin Givens opened a small, family-owned bakery in Woodbridge, Ont., where they began creating delectable, high-quality cakes based on a LaRocca family tradition that started in Naples, Italy, over 60 years ago. Today, with the Givens brothers still at the helm, LaRocca Creative Cakes has grown to become a North American success story. President and co-owner Michael took time to chat
with Bakers Journal about new flavours, top sellers and the secret to turning a small business into a big success.
Michael, what have been your best-selling cakes over the last year?
We have our classic Super Caramel Crunch. We are the originators of that; we’ve been making it for about 20 years and it continues to sell really well. One of the newer cakes in the top 5 is Red Velvet. In the last two years it’s become very popular here, especially in
the last year. It’s hard to crack our top 5 cakes because we’ve been here for so long and there’re a lot of classics that consumers have grown to love, but the Red Velvet really shot up and is our number 2, I believe. It’s a very simple cake with the cream cheese frosting and butter cake; people seem to like its simplicity.
What flavours are consumers snapping up?
Peanut butter is making a comeback. I remember a few years ago you couldn’t give
LaRocca introduced the Dulce Napoleon cake about a year ago and the company reports that it has done very well for them.
away a peanut butter product, but nowadays it’s huge. Our new line of brownies includes a peanut butter and jelly brownie and we’re doing a peanut butter and jelly cake that’s doing really well. The Dulce Napoleon has also been doing really well. We launched that about a year ago and it has puff pastry, whipped cream, dulce de leche – which has been around now for a few years and is a very popular flavour – so that cake is doing great.
How do you stay on top of new and emerging trends in the creative cake market?
As far as following trends, we look at them, we enjoy them as much as anyone else, but we don’t jump on the bandwagon as quick as most people. For example, Greek yogurt has become very popular. Typically people are replacing sour cream in cheesecake with Greek yogurt and calling it a Greek yogurt cheesecake. We developed a whole new category by creating a Greek Yogurt Cake, which is basically 100 per cent Greek yogurt. We blend it and mix it in such a way that allows us to bake it. It looks and has the texture of a cheesecake, but it’s 100 per cent Greek yogurt. As a result it has a lot less sodium and a lot more protein and is a product that’s totally different. We look at a trend and we see how we can make it better, bigger and very unique.
With LaRocca cakes being shipped across North America, how do you ensure that each
cake meets the standards that you’ve become known for?
When choosing what to send nationally or across North America, it’s a matter of choosing the right products that can ship well. So our entire menu is not available across North America; we choose products that can withstand the challenges faced during shipping. Having the right packaging is also important. Knowing how it performs, testing it and not skimping out on packaging are key. There are many layers that are required to properly preserve the product and protect it. They add costs, both in labour to apply those layers and also in the raw material, but they’ve got to be factored in. I see too many products out on the market that are packaged in a minimum amount of packaging and it just doesn’t work. Also, knowing the customer is important. Don’t just ship product for the sake of shipping it. Know who the customer is. Even though a frozen cake might have a six- or 10-month shelf life, if the customer is not going to be using it within the next month or two, then maybe they’re not the right customer for that product.
How were you able to turn a small, familyowned bakery into a big dessert supplier across Canada and the U.S.?
The plan was just to open up a little bakery in Woodbridge, sell some cakes and make a living. One thing led to another and
people really gravitated to our product. It’s really all about the product. It’s a family business and everything we have goes back into the business. We’ve been around for over 25 years and we’ve been doing everything in small steps; we haven’t overextended ourselves. If something’s not right for us – it doesn’t matter if you’ve got five stores or 500 stores – the decisions come from what’s best for the company, not what the biggest sale is going to be. We’re in it for the product. That’s what comes first and I think that shows. We’re not an assembly line; we’re a high-end specialty bakery making a lot of cakes.
What can customers expect to see in the future from LaRocca Creative Cakes?
We’re very proud of our core products and people love them. I want to get them to more people and more places, so our challenge is to be more efficient in making these very complex products. Continual improvement is huge for us. We also develop at least two new products a day. Most of that is just for our own creative fun; we’re a very creative bunch here. My brother Marty heads up the R&D and he is a true artist; he develops from his heart, it’s a passion of his and he’s fantastic at it. We’re all foodies here so we’re often guinea pigs and he enjoys bringing food up every day and seeing what we like, what we don’t like and what gets us excited. A lot of stuff just stays here, but we do select some things to try out throughout the year.
We’ve been able to grow in a way that we’re proud to call ourselves LaRocca. There are cakes that we make five of per day, literally five cakes, because that’s what we love to do, and then there are cakes that we make 5,000 of per day. Are we going to be able to maintain that kind of style over the next 20 years? There are a lot of people that say “no,” but as long as my brother and I are here, we’re going to grow and we’re going to grow in this way. We’ve been breaking a lot of rules over time, in a good way. / BJ
Julie Fitz-Gerald is a freelance writer based in Uxbridge, Ont., and a regular contributor to Bakers Journal.
In 1986, brothers Michael (right) and Martin Givens opened a small, family-owned bakery in Woodbridge, Ont. Today, that small bakery is LaRocca Creative Cakes.
BY DIANE CHIASSON
LOYALTY PROGRAMS
Here are six reasons loyalty programs will work for your bakery
In this age of online deals, coupons and specials that flood our inboxes on a daily basis, how can you get customers to remain loyal to your bakery or get new customers to try your bakery?
Signing up for a daily deal offer can be costly, and does not necessarily mean that the coupon buyers will return to your store without another deal. It has been said that 80 per cent of your business comes from 20 per cent of your customers, so your bakery should focus on building relationships with that 20 per cent using incentives and rewards.
A loyalty rewards program is an ideal way to reward your customers, and also an attractive selling tool for new customers as well. Just ensure that the benefits are easily attainable and uncomplicated to use. Here are six ways to create loyalty programs that will help you retain customers, and keep them coming back for more.
}specials and promotions. By making your website an interactive place where your customers can monitor their rewards, you will boost traffic to your website, and enhance your Search Engine Optimization (SEO) at the same time. Make sure that your website is easy to navigate, and ensure that your rewards are easily attainable.
It has been said that 80 per cent of your business comes from 20 per cent of your customers, so your bakery should focus on building relationships with that 20 per cent using incentives and rewards.
3. LEARN ABOUT YOUR LOYAL CUSTOMERS
1. RETAIN CUSTOMERS
A customer loyalty program will help you retain customers, which is the key to growing your business. Statistics show that over 25 per cent of customers say they are much more likely to shop at a business where they have a loyalty rewards card. Use a points system to sell slow-moving products or to attract customers to your bakery on off-peak days, and to encourage increased traffic and spending.
2. GET MORE TRAFFIC TO YOUR WEBSITE
Encourage customers to visit your website to sign up for your loyalty program. Allow your customers to be able to track their points on your website, as well as download coupons, get rewards and read about your weekly
A loyalty program will also help you keep track of who your customers are and what they like. You will be able to track the number of your customers’ visits, their frequency, how much they spend and what they are buying. Armed with this type of information, your bakery will be able to put together a much more targeted marketing plan, and allow you to also establish a better relationship with your customers.
4. INCREASE COMMUNICATION
By increasing communication with your most loyal customers, you can drive repeat visits. Set up your loyalty program so that each and every time a customer visits your store, an e-mail is automatically sent to thank them for their visit. Or if a loyal customer has not visited your bakery in more than two
weeks, an e-mail automatically gets sent out with a coupon for a free cupcake or 10 per cent discount. Constant communication will help keep your business in the minds of your customers, and keep them coming back.
5. INCREASE WORD-OF-MOUTH ACTIVITY
The best advertising for any business is strong word of mouth. Your loyal customers are sure to refer your bakery to their family and friends. Give them an incentive to make referrals by offering bonus points when they refer a friend to your bakery.
6. MAKE LOYAL MEMBERS FEEL LIKE VIPS
Make your loyal customers feel extra special by offering them exclusive invitations to special events held at your bakery such as the opportunity to taste new menu items, baking or cake decorating lessons from your baker, special recipes, or the chance to enter various contests. By making your customers feel like VIPs, you are also getting them to believe in and become involved in your brand.
Keep your loyalty program simple and the benefits clear. It will be a win-win for you and your customers. / BJ
Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping restaurant, foodservice, hospitality and retail operators increase sales for more than 30 years. Contact her by e-mail at chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com.
Loyalty programs will help you make your best customers feel like VIPs.
COMMERCIAL VAN ROUNDUP
For the users of commercial vans – whether the small corner bakery or courier giant UPS – this is the year that your model landscape changes forever. Not only are there more new models available than ever before, but many of them are sourced in Europe – and will be available with small diesel engines. This is a huge market shift – one that’s long overdue – and its best result for you, the van buyer, will be sharper prices on better product.
But, I am not talking about just the Mercedes-Benz Sprinter, which did lead the way for European imports. This year Ford follows suit with its full-size Transit and Chrysler is bringing the Fiat Ducato here as the new Ram ProMaster. For a market that traditionally changes little, this is the big shift I’m talking about.
Here’s a roundup of this year’s commercial vans to help you see what’s out there.
2013 FORD TRANSIT
The full-size Ford Transit has been a staple in Europe for well over a decade; now we get it here. The body is supported by a unibody chassis and is available in two wheelbases (129.9 or 147.6 inches), single or dual rear wheels and three roof heights (83.2, 100.8 or 110.2 inches). The engine is front mounted and it’s a rear-wheel drive setup. Cargo volumes will range from 250 to almost 500 cubic feet.
This will be the first time Ford has offered a small diesel in its North American product; however, it will also offer two gas engine options as well. All three will come with the same transmission: a six-speed automatic. The 3.7L V6 will also be offered with a LPG or LNG prep kit. Ford has not released the weight capacities for the various sized Transits yet.
2014 FORD TRANSIT CONNECT
This small van has built itself a nice
niche over the past four years with a personal-use wagon; commercial versions and even an all-electric van. For 2014 it is updated substantially. It gets two new engines, will now tow (this was not an option before) and offers even more trim packages. It can be ordered with second-row seating, offers options like a rear-view camera, 6.5-inch touchscreen display with navigation, and SYNC with MyFord Touch.
It will be available late this year.
2013 FORD E-SERIES CUTAWAY VANS
After 61 years the E-series van has been retired. The full-size Transit replaces it; however, for the time being the E350/E-450 Cutaway E-series vans remain. For many upfitter applications these veteran trucks continue to be good performers and Ford will continue to offer them.
2013 MERCEDES-BENZ SPRINTER 1500 TO 3500
Mercedes continues to push its Sprinter into the Canadian commercial market with offers of multiple models, bus-style versions and cutaways that the RV market has jumped on. In an effort to show buyers
how tough their truck is, they put on a torturous drive from Edmonton to north of the Arctic Circle. I drove a Sprinter in Alaska in January in temperatures down to -48 C. My unit had a diesel preheater, auxiliary heater and heated mirrors – it needed them and they all worked well. Sprinter offers the most standard safety systems with Adaptive ESP, skid control, roll-over trailer stability, understeer control, load adaptive control, Advanced ABS, brake force and brake wipe.
2014 RAM PROMASTER
Based on the Fiat Ducato (one of the most successful commercial vans in Europe) the new Ram ProMaster will sport two roof heights (either 90 or 101 inches), three wheelbases and four body lengths. It will have diesel and gas engines. Where it differs from the others is in its FWD propulsion. Either motor will use a six-speed automatic transmission. Because of its FWD setup, it has very low step-in height and great space offerings. It will be on sale soon.
RAM CARGO VAN
The cargo version of the Caravan has been a Chrysler staple now for over a decade. It’s available again this year without changes. The van interior offers
This is the first time Ford will offer a diesel option in its Ford Transit for the North American market.
Nissan’s design uses many European cues – and as such is competitive with the new imports.
144.4 cubic feet and it has a maximum towing capacity of 3,600 pounds.
CHEVY EXPRESS CARGO VAN 1500 TO 3500
The Chevy Express Van is the last of the Detroit “old school” type vans standing. I’d expect GM to change its offerings soon –but not this year it seems. With the intense new competition it’s possible that it will slash prices – otherwise, things remain the same for Express with the exception of a new a rear-vision camera, rear park assist and a navigation/radio combination.
2013 NISSAN NV1500 TO NV3500
Nissan has recognized that a North
American market of over 200,000 commercial van units sold each year is very worthwhile to be involved in. For that reason it’s American-built NV was launched just two years ago and is working at building market share. Its entry into the commercial van market has offered a broader choice to buyers and its design and options are well suited to its purpose. Its design uses many European cues – and as such is competitive with the new imports.
2013 NISSAN NV200
The newest compact cargo van – the Nissan NV200 – is the little brother to the full-size NV that started selling
Be Audit-ready with
across North America two years ago. This smaller NV200 is set to battle the popular Ford Transit Connect van. It will arrive late this year. The smaller size should make it manoeuvrable in city traffic, yet it will still fit a standard sized pallet between the wheelhouses – says Nissan. Suspension is independent struts and stabilizer bar in front and a leaf spring design in the rear. The front disc and rear drum brakes offer ABS and Electronic Brake force Distribution (EBD) standard. The NV200 has dual sliding side doors: tall 40/60 split rear doors (that open to 90 and 180 degrees), a low floor and tall interior cargo height. Driver conveniences include six-way driver seat, a “Mobile Office” with a centre console space for laptops and hanging files; pen/pencil tray, CD holder and dual cupholders. Also, the passenger seat folds down to serve as a flat worktable. / BJ
BAYEFSKY,
ART OF BREAD
Kensington Market is famous in Toronto. The area is now bounded by Queen St. West to Bloor, and Lippincott to Augusta. The market began in the 1880s when the large estate of Captain George Taylor Denison was subdivided into small plots of land. Immigrants began moving in to this area, some making shops out of the fronts of their houses. By the 1940s it was the Jewish merchants from Eastern Europe who were dominant in ‘Kenzigtn’ as it was then called – without the ‘market’. By the 1970s it was a changing ethnic environment, immigrants arriving from the Azores, the Caribbean, and East Asia. As different waves of immigrants moved into and out of the market, the produce and merchandise would change as well reflecting diverse traditions. In the late 1930s teenaged Aba Bayefsky was drawn to the bustling life of the market. Fruits, vegetables, cheeses, smoked fish, barrels of pickles and in particular the fresh baked bread and bagels, became the subject matter for his paintings and drawings. In these
earlier years the market served as a social centre where people gathered to meet and discuss, as well as to buy and sell. Vendors would advertise themselves vocally, shouting out what they were offering and haggling with buyers over prices. Bayefsky loved the life and activity and he described the smell of the fresh baked bread in his journal that he kept for many years. In 1989, in his sixties, he held an exhibition entitled Bread, Buns, Bagels.
“I began drawing in Kensington at the age of 16. I am now 68 and after hundreds of drawings it still stimulates... the market has been like a magnet – an irresistible attraction magnet for the past 50 years,” he wrote in his journal on July 26, 1991.
Many of the old, quaint houses are still there in Kensington and the shops still popular. The fascination with the market is as strong as ever with the formation in 2012 of the ‘Kensington Market Historical Society’ dedicated to preserving and sharing the rich history of this Toronto landmark. / BJ
daughter of Aba Bayefsky
‘Raisin Egg Loaf From Kensington Market’ Oil on canvas, Aba Bayefsky, 1988
FROM THE CRUMBLE
Jill Lawrence always pictured herself owning a business. It wasn’t until she found herself divorced, unemployed and facing limited job prospects in her late 40s that she found her perfect product to market, and created The Apple Crumble Company.
“ I knew I needed to do something,” she says. “There were no jobs for someone like myself, so I had to create my own job and my own business.”
The idea for a bakery came to Lawrence when she decided to make her first pear and cranberry crumble (now her favourite) for members of her family who were visiting from England in August 2011. The recipe was adapted from In the Sweet Kitchen by Regan Daley, and it was a hit.
“Everyone went silent, and for a cook that’s the best noise to hear because they were enjoying it so much,” says Lawrence. She calls this her “aha” moment when everything came together – her dream of owning a business in the food industry.
With family members’ ages ranging from 25 to 65, Lawrence felt confident that crumble would be a marketable product for a broad audience.
She was inspired to own a food-related business after she graduated from high school and got her first job as a server. It was a small business owned by a European pastry chef with multiple locations.
“He was traditional, and never shy of perfection,” she begins. “I was in complete awe of him and how he ran his business, and there is this one thing he told me that really made me want to own my own food business. He told me: ‘I own a food business because my children will never go without work, and will never starve.’ That will always resonate with me.”
She admired their comfortable life, which was different from hers. “It didn’t come together right away, but once I made that crumble it all clicked, and I knew how I could try to achieve the same lifestyle he had.”
A BRAVE ENTREPRENEUR
Once she made up her mind, Lawrence went on a road trip to New York to learn about trends, niches, style and taste. She tried crumbles in Quebec and Vermont, to name a few stops she made along the way.
“I researched all my favourite chefs, and from there decided how I was going to create my original crumble,” she says, adding that there are several different names to call a crumble, such as crisp or cobbler.
“I put a lot of time into the planning stages and outlined everything, because after you create the business it is so hard to take time off to keep learning,” she says.
After seven months of planning, she registered the name, built a business plan, and launched a website. She also took advantage of a local business opportunity for startups where she could have her
Jill’s dream team hold the Port-Hope based apples that help to create the 300 pies per week The Apple Crumble Company sells: from left to right, Lisa Sauve, bakery assistant; Charlene Jessome, bakery assistant; Brenda Pace, kitchen manager; Jill Lawrence, owner; and Amanda Bray, office manager.
rent subsidized for three years.
“I was only going to sell the crumble, a simple item, and I wanted a simple name too,” explains Lawrence of her Port Hope business. “That is how it came to be The Apple Crumble Company.”
While creating a business plan, Lawrence wanted a particular emphasis on locality. She made a list of the ingredients she needed and found the ones grown locally such as apples, and peaches. For the ingredients she couldn’t get locally, she found a local distributor.
“I wanted to make sure people in my community had jobs and were getting business,” she begins. “I also wanted to reduce my carbon footprint, so I did my research and made sure the distributors I chose were already making their way near my area.”
So naturally, when she was thinking about how to brand the product’s package she hired a local designer.
“I’m a big believer in people eating with their eyes first,” she says. “So I wanted the package to not only look beautiful, but to also appear appetizing too.”
A year later, Lawrence took the next leap and began setting up shop.
THE OPERATIONS
Her company eventually settled into a quaint kitchen and office space with a warm and friendly staff of five that Lawrence refers to as her “dream team.” Using two ovens, the team makes eight
different flavours (classic apple, apple blueberry, apple peach, apple cherry, rhubarb, pear ginger, pear cranberry, and glutenfree apple cherry almond) that are rotated throughout the year depending on what’s in season.
The kitchen operates on a tight schedule, beginning with prepping the ingredients on Monday, baking Tuesday and Wednesday, then delivering Thursday and Friday.
“I still deliver, I always try to, and probably always will,” she says. “I talk to bakery managers, and let their customers sample the products regularly.” She adds that this is how she continues to grow her customer base and get her company name exposed.
In her first year of business, Lawrence gained quite an impressive customer list, landing Pusateri’s Fine Foods in Toronto as her first customer. From there, she got Whole Foods (Canada), Foodland in Port Hope, Fiesta Farms and Rowe Farms.
“I figured my best bet was to get all the big names, so when I’m selling my brand I may not be in a ton of stores, but I would be in the best.” She currently distributes to about 50 stores.
A LESSON (OR TWO)
Early on, Lawrence remembers asking a woman, a known local foodie, to try her crumble and provide some feedback. A couple weeks later the woman came back to her booth and said, “with the sugar content, I wouldn’t touch your crumbles with a ten-foot pole.”
She went back to the drawing board, and began stripping the recipe of sugar, relaunching the product a month later.
“I always take into consideration the things that people tell me. I never turn away from an opinion because that opinion may help my business grow in the future.”
In May 2012, she faced the dragons on CBC’s Dragon’s Den to propose a diner-like atmosphere where she could serve ice cream with several flavours of crumble. In the back, she imagined a large kitchen that would produce freshly made crumbles daily and deliver wholesale to food companies. The dragons immediately advised her to step away from the retail aspect and to focus on wholesale before expanding into other areas.
Not only did this flexible businesswoman relaunch her product twice after that, but upon hearing the dragons’ advice, she also walked away from a $10,000 down payment on a retail space. The stakes were high for a startup that needed every cent, but still she walked away with no regrets.
“They made me realize that you can’t grow too quickly and expand into another area when you haven’t mastered the first one,” she says. “I realized I needed to focus on wholesale and learn all I need to know here.”
Lawrence may have a flexible attitude now, but she wasn’t always this way. While attending a community outreach group, she became inspired by other people’s courage and motivation, despite their difficult situations. As a result, she became more receptive to opinions, new ideas, and outlooks on life.
“I inherited this attitude in the last few years,” she says with a smile. “I wasn’t always like this. You think you have it bad, and then you hear someone else’s hardships. They are still getting out of bed, and moving on with their life, and then you believe that you can do it too.”
Having a successful business comes with its share of failures, but this outlook has allowed her to grow the startup and celebrate its one-year anniversary on July 1. She continues to absorb knowledge of the industry as well as the business side.
In her spare time, she listens to podcasts, tapes and reads a large quantity of books and autobiographies by successful business people
– including dragons Kevin O’Leary and Arlene Dickinson. She also has a mentor that she speaks with for advice on her business.
THE FUTURE
Lawrence attends the Peterborough Farmers’ Market every Saturday from 7 to 11 a.m. to try something new and expand her clientele. Two thousand people make the market trek each weekend, meaning there are plenty of potential new fans for her to reel in.
At the market, Lawrence faces the challenge of her current stall being inside of a building instead of on the road, where most of the people are walking around. However, next year, she foresees moving into a high-traffic spot outside.
She hopes this will help get her name out there, and contribute to her dream of growing her business so she has the means to help people as much as she can.
Her more immediate goals include reaching a customer base of 100, and in three years she hopes to reach 350. Some of her plans to help her reach these goals include branching out from her current single-product of crumble into apple cider and jelly that will have a long shelf life.
“I want to grow big, spread it, and do something meaningful in life,” she says with excitement. She currently employs her two daughters part time: Emily, 19, who works as an apple peeler, and Chelsea, 21, who helps on the business side.
“I really feel there’s a sense of calm, and empowerment. A lot of sweat and emotion were put into creating this business and to know I’m successful is magical.” / BJ
THE FUTURE OF NON-GMO
Consumers have been shaking up the food industry by expressing their perceptions of genetically modified organisms (GMO), and all this interest has businesses wondering whether or not to go non-GMO. For bakeries, it is a good time to start thinking about how this will affect the bakery industry, and whether the trend may be here to stay.
GMO is defined as an organism whose genetic material has been altered or enhanced by genetic engineering. Corn, for example, is sometimes modified with DNA from bacteria that is resistant to the pesticides that deter bugs and animals from
eating the product.
The term non-GMO is used to describe an organism that contains only its own naturally occurring DNA, and is grown without being altered or enhanced.
The implementation of enhancing or altering an organism was legalized in Canada in 2001 to make it easier to grow crops. The result is that food became larger, there were fewer bugs eating the product and crops were resistant to pesticide use. According to the Canadian Biotechnology Action Network (CBAN), genetically modified corn is one of four genetically modified crops grown in Canada: canola, soy, and white sugar beet are the others. Neither Statistics Canada
nor government officials track how much of it is grown in Canada; however, CBAN estimates that 89 per cent of corn, 92 per cent of soy and white beet sugar, and 96 per cent of canola is genetically engineered.
Sylvain Charlebois, food policy and distribution professor at the University of Guelph, says there are no rational reasons to worry about potential adverse health effects caused by GMOs.
“It’s been in our food supply for about 10 years, and there’s been no signs of it affecting us in any way harmful,” he says.
As soon as people recognize that there are no studies that can scientifically prove GMOs are harmful to humans, “they will
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finally realize that this whole non-GMO movement is a bit irrational,” he states.
There is fear that mixing two foreign DNAs together may have some negative impacts, and many consumers don’t believe there has been enough information or long-term studies about GMOs to support using them in the food supply.
According to a survey conducted in 2012 by the B.C. Fruit Growers’ Association, 76 per cent of Canadians feel that the government hasn’t given them enough information on genetically engineered foods, while another nine per cent say they hadn’t even heard of genetically engineered foods. Genetically engineered organism (GEO) is the correct scientific term for organisms that are altered genetically. This term is interchangeable with GMO.
In Washington, the Non-GMO Project is playing a large role in raising awareness of GMOs in North America. This non-profit organization became official in 2005. From there, it began working on a verification process for an entire company, a product, and/or an individual ingredient to confirm that it is non-GMO (previously companies made unverified claims about having non-GMO ingredients and products). The third-party administrator that conducts the investigation is the FoodChain Advisors.
Caroline Kinsman, communications manager for The Non-GMO Project, says response from Canadian businesses has been slightly slower than in America, but the support in both regions is growing exponentially.
Charlebois says he’s not surprised by the public’s opposition to genetically modified foods, but doesn’t believe it will stick.
“The consumer reactions are well deserved, and predictable,” says the professor, who also teaches economics. “The Frankenfood movement you’re seeing is what happens when you don’t take the time to properly inform the public on a very fundamental issue.”
Charlebois agrees with mandatory labelling for genetically modified and non-genetically modified foods.
“I am in favour of mandatory labelling at least for the short term because consumers want to know what they are buying, and this will help demystify what genetically engineered organisms are,” he says.
The professor adds that going non-GMO translates into higher food prices for businesses on board, and wonders, when customers see those prices, are they going to fork out the cash? “The answer is probably not: most consumers are driven by price and convenience when buying food.”
BUSINESS PERSPECTIVE
The 17-year-old family-owned Ozery’s Pita Break is Non-GMO Project verified because it believes in the movement to be conscious of where food originates.
“I see that people want to know what is in their food, and they want more transparency,” says Guy Ozery, president of the Vaughan, Ont.-based restaurant, who works with his brother, Alon Ozery, the
founder. The business also sells to the U.S. under Ozery’s Bakery. “It’s a smart business move to become verified since non-GMO is what people are demanding.”
He adds that this decision was also a result of business practices involving GMOs that he doesn’t agree with, such as American multinational agricultural biotechnology company Monsanto patenting GMO seeds that farmers have to re-buy every year to grow crops.
SK Food was one of the first companies to become Non-GMO Project Verified in 2009; however, the company says that it has always sold non-GMO foods throughout its 23 years of operation.
“We’ve found that as more people read the information that is out there, and as more information becomes available, people are gearing for non-GMO because they don’t like what they are finding out about GMOs,” states Tara Froemming, the marketing co-ordinator for SK Food International, located in North Dakota. “I also don’t think that they have had full proof that GMOs are safe, and OK to consume.”
According to the Non-GMO Project, sales of its verified retailers, restaurants and ingredients have surged 66 per cent since 2011, reaching $2.4 billion. Last October, the non-profit organization also reported that more than 6,000 North American products carry its verification seal.
Greg Laviolette, owner of the Green Café and Market in Sarnia, Ont., opened his partial bakery and partial supermarket business in January of this year as a result of seeing the niches that he could cater to. His business is also a supporter of the Non-GMO Project.
“Business is thriving,” he says. “We get so many customers who are concerned about what they eat, so I don’t believe this is some sort of fad, I don’t think it’s going anywhere. It’s a little expensive to buy, and therefore to sell, but the prices seem like they are coming down as it becomes a larger industry over time.”
STRUGGLES
Some bakeries are finding it difficult to get suppliers and growers on board, and also to compete with GMO pricing.
“The market is still not as big as GMO, and that’s a struggle, especially with prices,” Laviolette admits. “It’s also hard to find distributors that you can trust, and that take precautions, especially since some of these guys are doing GMO and non-GMO,
so then you worry about potential crosscontamination.”
He also says that because of the difficulty in staying non-GMO, suppliers and distributors usually sell for more; thus, finding a good price point for consumers is a challenge.
For SK Food, some growers are willing to be non-GMO, but there are only a few on board so far.
“I mean, we do have our network of growers and we contract them for a specific production,” states Froemming. “However, we are always looking for more growers to come on board and take up the challenge of producing non-GMO-grade food that we could sell, and non-GMO crops, because of course it takes a lot of extra effort, and more care to do that kind of production. It’s a challenge that we work with, and it’s a great hurdle to find those growers, and to work with them to produce these crops.” She goes on to say that the company would like to see the market grow in the future and have a wider variety of suppliers available.
AROUND THE WORLD
The United States still accepts the growth and import of genetically engineered foods, and does not demand it be labelled. In 2012, California had a chance to vote on Proposition 37, which would mandate that food within the state would have to be labeled GMO, but it did not pass. Major retailers such as Whole Foods and Target are making non-GMO more available, with Whole Foods enforcing mandatory labelling in its Canadian and U.S. locations and Target launching its own brand, Simply Balanced that contains virtually no GMOs. In South American countries, such as Brazil and Paraguay, there are restrictions on GMO foods. Here’s a look at how the eastern population is handling GMOs.
Africa: Algeria and Egypt have laws restricting food with genetically modified organisms. In Algeria, planting and distributing GMO is illegal. In Egypt, genetically modified foods must be approved before they can be distributed.
Asia: Sri Lanka, Thailand, China, Japan and the Philippines all have laws limiting genetically engineered foods. Sri Lanka and Thailand had bans on imported GMOs as early as 2001, while the rest of the countries have had more recent bans.
Europe: Norway, Austria, Germany, the United Kingdom, Spain, Italy, Greece, France, Luxembourg and Portugal have put GMO restrictions in place. France made an important step in the non-GMO move-
ment by specifically defining exactly what “GMO-free” means when it comes to food labelling. Ireland has banned all growing and cultivating of GMOs and the European Union – a governing coalition of European countries – has considered a Europe-wide banning of GMOs.
The Middle East: Saudi Arabia has banned the growing of GMOs and the importing of GMO wheat.
Overall, it seems that the consumer is demanding more non-GMO products, and as larger retailers join the movement, it is
becoming more difficult to ignore.
“People are more sophisticated these days with multiple channels of information to access,” says Ozery. “I don’t think this trend is going anywhere, and it is here to stay because there are always going to be those that can’t live without non-GMO as an option.” / BJ
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WEDDING CAKE ART AND DESIGN: A PROFESSIONAL APPROACH
Combining inspirational cake designs, step-by-step decorating instruction, and advice on the fundamentals of running a successful cake business in a competitive market, Wedding Cake Art and Design is an invaluable guide for industry professionals and students. Master cake decorator Toba Garrett includes stunning designs for cakes inspired by textiles, seasons, fashion colours, flowers, and much more, and gives decorators the tools to translate their own clients’ ideas into creative new designs.
Decorating techniques ranging from simple to advanced are explained in a clear, fully-illustrated, step-by-step format. Sample scenarios included throughout the book show readers how to handle a client consultation and how to create appropriate cakes for every client’s budget, theme, and creative needs. Nearly 200 beautiful full-colour photographs showcase finished cakes and illustrate key decorating techniques, while full-colour illustrations provide insight into the professional decorator’s creative process.
BY JANE DUMMER
DARK FOR THE HEART
Dark
chocolate delights the mouth and the heart
Have you ever wondered if dark chocolate really does your heart good? The simple answer is yes, but there is a more complex explanation. Cocoa has long been associated with the heart (and love). Now, modern-day studies are showing the association between cocoa and heart health. Studies have concluded flavanol-rich chocolate and cocoa products may have a statistically significant effect on lowering blood pressure. Cocoa’s mineral content is impressive providing 200 milligrams of potassium and 15 per cent of your daily magnesium need in just one ounce.
}In June, a study published in The American Journal of Clinical Nutrition found that theobromine, one of the active compounds in cocoa, may raise HDL (happy) cholesterol. Can there be too much of a good thing? The simple answer is yes. As wonderful as it is, the cocoa bean contains approximately 50 per cent fat. One ounce of unsweetened, dark chocolate provides a hefty 148 calories and 16 grams of fat versus cocoa powder at 21 calories and 0.5 grams of fat per ounce.
Jill Frank, head chocoholic and owner of online The Dark Chocolate Bakery, explains the reasons she decided to specialize in dark chocolate in a country (U.S.) that loves milk chocolate and candy bars.
“My taste buds are a magnet to dark chocolate. Seventy percent or higher cocoa content and my taste buds sing. I had read this study that as you get older your taste buds change from liking super sweet milk chocolate to more of a bitter dark chocolate, and I guess I’m a walking testament to that case study! Once I knew I wanted to focus on dark chocolate, my research showed that there are very few options when it comes to dark chocolate baked goods. So I started experimenting with different flavour profiles mixing dark chocolates from Valrhona, Scharffenberger and EGuittard with blood orange and raspberry and then adding cognac, Jack
One ounce of dark chocolate a day is the perfect size. I believe this calls for more mini intense flavoured dark chocolate innovations in the baking industry.
Daniels and tequila with flavourful roasted nuts, and then I knew I was on to something.”
It seems that North Americans are moving toward more dark chocolate bakery options. Frank agrees.
Cocoa’s mineral content provides an impressive 200 milligrams of potassium and 15 per cent of your daily magnesium in one ounce.
I’ve never been a chocoholic and I’ve always had more of a salt tooth than a sweet tooth. However, I may be in trouble now. One of the top trends discussed at IFT in Chicago in July was the increase of chocolate products such as salted, dark chocolate caramels (yum); wasabi-infused dark bars and hot cocoa with chili. These products are giving consumers (including me) both a salty and a bittersweet experience. Think moderation! Food Technology magazine senior editor Don Pszczola explains: “There are a variety of new ways to add appeal to chocolate through unusual mixtures of textures and flavours from everything to colour and shape. This is a growing trend for cocoa and chocolate applications.”
“I’ve noticed an increase in demand for a variety of dark chocolate cake options. In America, it is quite typical to find a seven layer dark chocolate cake with dark chocolate butter cream icing in many major restaurants. What’s been wonderful is for the first time there are now many options for dark chocolate cake lovers! We feature an entremet cake, which is basically composed of several layers of complementary flavours. For example, we start with a bittersweet chocolate cake with a flavour profile consisting of notes of ripe raspberry and cherry that melts smoothly into rounder date and cinnamon flavours. Then I surround the cake layer with a spicy blood orange mousse layer and then top with crunchy chocolate pearls as an accent. The bittersweet layer complements the mousse and so on.”
Now that your mouth is watering, here
is one more fun tool for the chocoholics out there. It is the website www.chocomap.com, which features over 2,500 chocolate shops around the world. The map lets you review and rate your favourite shop by clicking a dot on the map. I recommend at least 70 per cent cocoa in the dark chocolate and to keep in mind balance and moderation. One ounce of dark chocolate a day is the perfect size. I believe this calls for more mini intense flavoured dark chocolate innovations in the baking industry. This will allow consumers to enjoy a healthy indulgence without breaking the calorie bank. / BJ
ON THE WEB:
• Video Cocoa – rich, varied and never boring www.youtube.com/ watch?v=RUx7yZh5Bm8The Dark Chocolate Bakery http://thedarkchocolatebakery.com/
• The Chocomap lists 2,500+ chocolate shops around the globe http:// chocomap.com/
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.
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