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Volume 77, Issue 4


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ALL ABOUT SCHOLARSHIPS Submit Your Application Today HARD WORK PAYS OFF Advice from Scholarship Recipient IBIE UPDATE New Seminars for Retail Bakers

ď Ž Cover Photo: An ombre sunflower cake is perfect for spring!

WBA Member Services Center

Phone: (800) 542-2688 Fax: (414) 258-5582 Email: Website:

2514 S. 102nd Street West Allis, WI 53227

BOARD OF DIRECTORS 2013-2014 Chief Executive Officer Dave Schmidt, CMB

Wisconsin Bakers Association

West Allis, WI

(414) 258-5552

Executive Committee President - Mike Vande Walle Vice President - Dawn Ebert Treasurer - Joe Crubaugh Allied Rep. - Joe Sanfilippo

Uncle Mike’s Bake Shoppe Simple Simon Bakery Fosdal’s Home Bakery BakeMark

Judy Baggenstoss Bob Hiller

Melody Cookies Rollin Pin Bakery

Board Trustees

De Pere, WI (920) 330-0048 Appleton, WI (920) 733-4377 Stoughton, WI (608) 873-3073 Menomonee Falls, WI (262) 251-1190

Oak Creek, WI Janesville, WI

(414) 762-2720 (608) 754-8267

Directors-At-Large Ken Heil Susan Runkel Tamara Mugerauer Judy Semrad David Weber Brandon Grebe

Sweet Perfections Bake Shoppe Waukesha, WI Sweetheart Cakes Port Washington, WI Tamara’s the Cake Guru Oshkosh, WI Muskego Marketplace Foods Muskego, WI Weber’s Bakery Lodi, WI Grebe’s Bakeries Milwaukee, WI

(262) (262) (920) (262) (608) (414)

446-2253 284-6221 236-9144 679-1166 592-4115 543-7001

Wisconsin Bakers Association Wisconsin Bakers Association

(414) 258-5552 (414) 258-5552

WBA Staff Debbie Lowery Jessica Hoover

West Allis, WI West Allis, WI

The WBA is a nonprofit organization dedicated to helping members increase their baking and business knowledge, fostering the education of future bakers, keeping members informed about developments in the baking industry and legislative matters affecting them, and representing members’ interests at the state and federal government levels.

It’s That Time of Year Again…

Apply now for Baking and Pastry Arts Scholarships By Jessica Hoover

May is right around the corner. It is my favorite month of the year. There are many days to celebrate in May from Mother’s Day to Memorial Day, christenings to communions, National Apple Pie Day to National Eat What You Want Day. Let’s not forget about Cinco de Mayo! Bakers are getting ready now to create desserts for any occasion you will be celebrating! May can be a very busy month for bakers as well as students getting ready to graduate from high school and planning to enter the baking/pastry arts field. Many high school seniors are likely to be overwhelmed with activities from Prom to Finals to Graduation! Before the calendar fills up, remember to apply for scholarships if you haven’t already done so. The Wisconsin Bakers Association (WBA) is proud Microsoft Stock Photo to offer two scholarships for students entering Baking and Pastry Arts programs. Between the two awards, more than $30,000 has been given to students since our first scholarship program began in 1984. The WBA has a national scholarship, the Robert W. Hiller Scholarship, available for students pursuing a degree (master’s, doctorate, associate, bachelor’s or diploma) in a baking/pastry arts-related field that prepares candidates for a retail baking profession. The WBA established the Robert W. Hiller Scholarship to support and encourage people who have demonstrated a passion for a profession in the baking/pastry arts field. A $1,000 scholarship will be awarded per academic year to the applicant who can best demonstrate this career commitment. In addition to the R.W. Hiller Scholarship, the WBA also offers the WBA Scholarship. This is a $1,000 scholarship given annually since 1984 to Wisconsin students in the baking profession. Only Wisconsin residents can apply for the WBA Scholarship. A limited number of scholarships are available each year, and there is no deadline for the scholarship application. The WBA offers scholarships as a way to provide financial support for the education of students who will be the future of the Baking Industry. The Scholarship Committee will review completed applications postmarked by Monday, June 3, 2013. All scholarships given through the WBA are awarded without regard to age, sex, race, religion, marital status, national origin, handicap or sexual preference. For more information about the Robert W. Hiller Scholarship or the WBA Scholarship, email or call the WBA Member Services Center at (800) 542-2688. If you are planning to pursue a career in Baking and Pastry Arts, consider applying for a scholarship. There is still plenty of time to submit your scholarship application before the deadline! Both scholarship applications are available online at After you’ve submitted your scholarship application, don’t forget to visit your local bakery and order a graduation cake! Want to donate to either scholarship program? You can help shape the futures of baking students with your tax deductable donation to either scholarship program! Please contact the WBA Member Services Center with any questions or for more information on this great way to give back to the industry! Watch future issues of “Beyond Baking” for follow-up stories with our scholarship winners! BB BEYOND BAKING


APRIL 2013

Working Hard Will Pay Off Advice from 2012 Hiller Scholarship recipient By Jordan Johnson

When I first came across the Robert W. Hiller Scholarship, I was in a sense relieved. This is actually a scholarship specifically intended for students who want to go into the baking and pastry industry. I knew that this scholarship would definitely be the scholarship I applied for first. I would definitely recommend that other students who want to continue their education and become a baking and pastry chef apply for this scholarship. It will help them tremendously and the Wisconsin Bakers Association is a good advocate for students. When I step back and look at how this scholarship has helped me, I find many different things. With the help of the Robert W. Hiller scholarship, I can say that a lot of stress has been lifted off my chest because I don’t have to worry about coming up with additional money for tuition. As a recipient of this scholarship, I would like to point out that the email newsletters I read are really interesting and they keep me up to date on the Baking Industry. Soufflé Glace I am studying at Johnson & Wales University. Photo courtesy of Jordan Johnson There are many things going on at the Johnson & Wales campus. Being a baking and pastry student opens the door to many community service opportunities whether it involves helping out with a chocolate demo for the entire baking and pastry faculty and students or something simple like helping a chef work on a project. Other events on campus include the Relay for Life and the coastal cleanup. Since I started in the Fall of 2012, I have been working very hard on my studies. I have maintained a 3.9 GPA and have established friendships with my chefs. In lab segments, we have a chance to do an honors option and I have completed three so far. This advanced selection will allow me to graduate with honors. I have been on the Dean’s list for the past two trimesters and plan on doing it again this last trimester. I have also stepped up into a sophomore status this past trimester, which means that I have had enough credits to become a sophomore. When I look at graduation, I see myself completing the baking and pastry arts program next May. I will be graduating with an Associate’s Degree in Baking and Pastry Arts, and hopefully with honors. After that, I plan on pursuing a Bachelor’s Degree in Food Service Entrepreneurship which will further educate me on how to run my own business and how to be a successful entrepreneur. My advice to other students considering a baking and pastry arts program would be that it is a very fun field and if you love what you do, then this is the field for you. I can say many positive things about my experience so far. The baking industry is always changing and there is always something new to learn or improve. I have learned so much already and I am ready to learn even more. If baking is your passion, go for it. But work hard, because it will pay off in the end. BB BEYOND BAKING


APRIL 2013

Click Here To Apply Now

2013 ROBERT W. HILLER SCHOLARSHIP Retail Baking/Pastry Arts

Photo by Gordon’s Photography

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IBIE Expands its Education Offering

New Seminars available for Retail Bakers and Cake Decorators Press Release By IBIE

The International Baking Industry Expo (IBIE), the grain-based food industry’s largest, most important event of 2013, is enhancing its cutting-edge education curriculum with over 20 new seminars, many specifically focused on improving retail operations. IBIE 2013, held October 6-9 in Las Vegas, Nev., brings the entire baking industry together to preview the latest equipment innovations, explore supply and ingredient solutions and learn best practices from some of the most creative minds in the business. This year’s show features a revamped education program aimed at giving professionals of all levels the essential knowledge needed to grow their businesses, hone their skills and stay ahead of consumer’s ever-changing tastes. IBIE 2013 is offering more than 70 seminars, now organized into five targeted tracks that include: AIB Technical, Retail & Food Service, Business Management & Marketing, Ingredient Trends & Formulations and Hands-on Cake and Pastry Decorating. The education program begins on Saturday, Oct. 5, with the RPIA Group’s Business of Baking for Beginners workshop. All other educational seminars will be held during show days, from 8:00 am to 12:00 pm, with a selection of hands-on sessions taking place in the evenings. This convenient schedule gives participants plenty of time to explore the expo and attend the free demos on the show floor. The new curriculum features a number of seminars and hands-on classes specifically designed for retail bakers, cake decorators and other food service professionals. These sessions, led by proven industry authorities, address bakery design and organization, online selling and traffic-driving strategies and adapting ingredients into formulas. Other highlights from the expo education agenda include: Beginner and Advanced Decorating Classes – Learn new skills in popular and challenging decoration techniques. Classes range from cake writing, isomault, and fondant decorating to pulled sugar, chocolates and cake sculpting. Celebrity Demos and Special Presenters – The expo features a variety of free demonstrations by celebrity chefs and bakers, plus classes led by renowned cake artists Roland and Marsh Winbeckler, master sugar artist Ruth Rickey and master bread baker Cyril Hitz. Adding Pizza to Your Bakery – Come and learn how to easily integrate pizza into your offering and grow sales. Industry Trends: Ancient Grains – Learn about the risks and rewards of using time-tested grains and how they mesh with two of the leading industry trends: Gluten-Free and Trans-Free Shortening. “We created a program that gives every attendee relevant information they can immediately apply to their everyday business, whether they’re management or R&D, bakery owners or workers on the line,” states IBIE Assistant Secretary & Treasurer and Education Task Force Chair Dennis Gunnel. Dennis continues, “We worked side-by-side with our industry partners to create the most comprehensive, in-depth program possible. We have been fortunate to bring together organizations from all segments of the industry to create a strong, targeted seminar package for our attendees.” Organizations that contributed to the new program include AIB International, American Bakers Association, BEMA, Retail Bakers of America, the Bread Bakers Guild of America, PMQ Pizza Magazine, the California Raisin Board, BISCC, the Grain Foods Foundation, and Biscuit & Cracker Manufacturers Association. For more information about the 2013 IBIE Education Program and to see the seminar agenda, visit To register for IBIE 2013, visit BB

WBA SCHOLARSHIP APPLICATION FORM PLEASE PRINT OR TYPE To: WBA Education Committee I _________________________________________, am applying for a WBA Baking Scholarship, which I understand, will be applied toward the tuition of the baking school of my choice. I intend to apply for acceptance in the baking program at: __________________________________________________ beginning ________________________________________ (Name of Baking School) (Semester Date) Name:________________________________________________________Social Security No.______________________ (Last) (First) (Middle) Address: ____________________________________________________________________________________________ (Street) (City) (State) (Zip) Phone: ___________________________________________ Birth Date_________________________________________ (Area) EDUCATION: Highest Grade Dates Attended Name of High School Location Completed From________To______ 1)___________________________________________________________________________________________ 2)___________________________________________________________________________________________ 3)___________________________________________________________________________________________ (Other Schools) WORK RECORD

Total Starting Date Hours Date Left Worked 1)__________________________________________________________________________________________ Firm name


2)__________________________________________________________________________________________ 3)__________________________________________________________________________________________

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Job #1 Above____________________________________________ ___________________________________________ Job # 2 Above___________________________________________


Job # 3 Above ___________________________________________ ___________________________________ ________ REFERENCES Name

Address & Phone

Business or Occupation

1)__________________________________________________________________________________________ 2)__________________________________________________________________________________________ 3)__________________________________________________________________________________________ WHY I BELIEVE THAT I DESERVE AND NEED A BAKING SCHOLARSHIP ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________

The scholarship will be awarded by the WBA Education Committee on the basis of education, work experience, financial need and information furnished by your references. Signed this ______ day of ____________, 20_________ ______________________________________________ (Applicant’s Signature) INSTRUCTIONS: Mail completed application with written references to Dave Schmidt, CEO, Wisconsin Bakers Association, Inc., 2514 S. 102nd Street Suite 100, West Allis, WI 53227



APRIL 2013

A Variety of In-Store Bakery Treats Spice Up Home Meals Taste takes center stage Press Release By Jessica Hughes, IDDBA

Grocery shoppers are utilizing in-store bakeries (ISBs) to conveniently supplement meals at home, as well as to indulge in mini treats in a rainbow of flavors, according to What’s in Store 2013, the annual trends report of the International Dairy-Deli-Bakery Association. Ninety-two percent of U.S. households purchased a bakery item in the 52 weeks ending March 31, 2012, according to Nielsen Perishables Group FreshFacts® Shopper Insights, powered by Spire data. Shoppers made 13 ISB purchase trips on average in the same time frame, up one visit from the year before. The average department spend per trip totaled $4.58, and the total basket size was about $57, according to NPG. Convenience, portion control, indulgence, and global flavors are the hottest trends in ISB, according to Jonna Parker, director of account services, and Matt Lally, bakery specialist, Nielsen Perishables Group. Health in the In-Store Bakery Recently, popular bakery health claims include gluten-free, free-from, sugar-free, organic, and whole grain bakery products. Smaller portion sizes appeal to smaller households and smaller waistlines. Top Bakery Trends Donuts are the most popular bakery item, according to Progressive Grocer research. Variety is a key factor to in-store bakery resilience in the donut market, according to Parker, NPG. Interest in breakfast foods is growing and consumers are price sensitive, making value-priced donuts a popular alternative to a restaurant breakfast. Creative donuts, with ethnic flavors like crème brulee and tres leches, are popular, according to InStoreBuyer, and wacky toppings like Cocoa Puffs cereal are piquing interests. Gourmet donuts delight taste buds with genteel flavors like lavender and powdered vanilla. Ethnic pastries, like Texan kolache and Turkish lokma, are also trendy donut variations, according to the James Beard Foundation blog. Dessert trends include alcohol-inspired treats in flavors like mojito and piña colada, as well as nostalgic treats and breakfast items, like beignets and donuts, as dessert. Cupcakes are among the strongest growing product groups in the bakery, said Lally, NPG. Other bakery trends include gift cookies, decorated and with messages, according to Matt Hudak, research analyst, Euromonitor. Classic desserts like pies are popular, according to Packaged Facts. Nostalgia has set in with flavors like butterscotch, pear, lemon, and lime. Pop culture flavors are influencing desserts in the form of candy bar ingredients and inspiration from breakfast cereal flavors. According to Datassential research, cakes trends include nostalgic flavors like red velvet and s’mores, plus different textures with add-ins, like nuts, and decadent chocolate combinations. Dessert food trucks, dessert beverages, mini-desserts, alcohol-infused cakes, and contrasting sweet/savory flavors are also hot dessert trends. Wedding cake flavors are getting adventurous with flavors like Oreo, chocolate peanut butter, and funfetti twists, according to Modern Baking. Anything goes with cake shape trends, including Continued on page 10



APRIL 2013

In-Store Bakery Treats Continued from page 9 mixing rounds with squares and other mismatched layers, as well as stacking layers in untraditional ways. In an important move for in-store bakeries, the Wall Street Journal noted that supermarket chains are stepping in to help frugal brides bring elegant cakes to their weddings. Store decorators are keeping up with the top wedding trends by attending classes and catering to brides’ motifs and colors. Globally-inspired ethnic breads, like Naan and Bolillos, are hot in ISBs, Parker said. Whole wheat bread beat out white as the variety U.S. households eat most often, according to Packaged Facts. What’s in Store 2013, 27th edition, is a 200+ page trends report that details consumer and industry trends affecting the dairy case, cheese case, bakery, deli, and foodservice supermarket departments. Its nearly 200 tables, developed in cooperation with leading industry firms and associations, include department sales, per capita consumption, consumer preferences, random-weight, UPC, and private label sales data. The cost is $99 for IDDBA members and $399 for non-members, plus shipping and handling. For more information and to order, visit About IDDBA: IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese, and supermarket foodservice industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, training programs, management tools, and an annual trends report. For more information, contact IDDBA at 608.310.5000 or visit our Web site, BB

Greg A. Wagner, Sr. Territory Manager Phone: (612)-940-7596

Upcoming Dessert Holidays May is National Strawberry Month Celebrate World Baking Day May 19th

May 1:

National Chocolate Parfait Day

May 2:

National Truffles Day

May 3:

National Raspberry Tart Day

May 4:

National Candied Orange Peel Day

May 5:

National Chocolate Custard Day

May 5:

Cinco de Mayo

May 5:

National Hoagie Day

May 8

National Coconut Cream Pie Day

May 9:

National Butterscotch Brownie Day

May 11:

Eat What You Want Day

May 12:

National Nutty Fudge Day

May 13

National Apple Pie Day

May 15:

National Chocolate Chip Day

May 17:

National Cherry Cobbler Day

May 18:

National Cheese Soufflé Day

May 19:

National Devil’s Food Cake Day

May 21:

National Strawberries & Cream Day

May 22:

National Vanilla Pudding Day

May 26:

National Blueberry Cheesecake Day

May 26:

National Cherry Dessert Day

May 31:

National Macaroon Day

A Look Ahead at 2013 Industry Events... June 2-4: IDDBA’s Dairy-Deli-Bake Aug: 1-11: Wisconsin State Fair Oct. 6-9:


Check out our service providers! Alternative Communications, Inc. Jesse Gnas

(781) 204-9067

Wisconsin Bakers Association 2514 S. 102nd St., Suite 100 West Allis, WI 53227 Phone: (414) 258-5552 (800) 542-2688 Fax: (414) 258-5582

Associated Bank

Editorial Staff

(262) 367-2200 American Industrial Leasing Tammie Clendenning (800) 444-6230 Aramark Uniform Services Drew Coffey

Carol Carey (414) 321-5129


BeneCo of Wisconsin, Inc. Steve Miller (262) 207-1999 Central Office Systems Lori Lindenberg (262) 784-9698 Financial Specialists, Inc. Charlie Popple (262) 544-6099 Soerens Ford John Schultz (262) 781-9800 Les Stumpf Ford Ken Harder (920) 731-5211, ext. 250 D.A. Berther Jim Lidwin (414) 328-1995 Pack-O-Mach Corp. Bob Morris (763) 571-6677 Practical Baker John Stricker (815) 943-6040 WBA Credit Card Program John Gay (800) 767-2484, ext. 54587 West Bend Mutual Insurance David Nycz (262) 334-5571


Dave Schmidt, CMB Jessica Hoover

Copyright Š 2013 Wisconsin Bakers Association, Inc. All rights reserved. Duplications prohibited in whole or part in any medium without prior consent from the publisher/editor.

Beyond Baking April 2013  

WBA Member eNewsletter