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Volume 77, Issue 3


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ART OF THE CAKE RESULTS More Photos Inside on Pages 4-5 IDDBA’S SHOW & SELL 2013 New Merchandising Concepts CULINARY THEATRE OPENS Taste Takes Center Stage

 Cover Photo: Tamara Mugerauer’s octopus cake won First Place and People’s Choice in the 2013 Creative Cake Decorating Competition!

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.

WBA Announces Art of the Cake Competition Winners Decorators showcased creativity in three unique cake competitions By Jessica Hoover

Talented decorators from Wisconsin and upper Illinois participated in the Art of the Cake Competition at the Pastry Studio during this year’s Wisconsin Restaurant Expo. The Art of the Cake Competition featured three opportunities for professional and student cake artists to showcase their talents: Extreme Wedding Cake Challenge, Creative Cake Decorating Competition, and new in 2013 – The Cupcake Warrior Championship. Winners of the competitions were: Extreme Wedding Cake Challenge People’s Choice Katharine Hincak Hidden Café, Mukwonago, WI Professional Fondant: Best of Show Katharine Hincak Hidden Café, Mukwonago, WI First Place Danika Pulvermacher Cake & Bake, Germantown, WI Second Place Rachel Patterson North Hills Country Club, Menomonee Falls, WI Third Place Jennifer Bukouricz Monzù Bistro, Green Bay, WI Professional Buttercream: Best of Show Dawn Ebert Simple Simon Bakery, Appleton First Place Mary Meadows Tamara’s the Cake Guru, Oshkosh, WI Student/Beginner Fondant: First Place Rachel Abou-Zeid The Osthoff Resort, Elkhart Lake, WI Second Place Angela Woodward & Connie Austin Fox Valley Technical College, Appleton, WI Third Place Chelsey Ganzer Fox Valley Technical College, Appleton, WI Creative Cake Decorating Competition People’s Choice Tamara Mugerauer Tamara’s the Cake Guru, Oshkosh, WI Professional Division: Best of Show Amanda Nieto Neat-O’s Bake Shoppe, Baraboo, WI First Place Tamara Mugerauer Tamara’s the Cake Guru, Oshkosh, WI Second Place Jennifer Bukouricz Monzù Bistro, Green Bay, WI Student/Beginner Division: First Place Kirstin Kasper Fox Valley Technical College, Appleton, WI Cupcake Warrior Championship Best of Show Tamara Mugerauer & Tavi Schuelke Tamara’s the Cake Guru, Oshkosh, WI First Place Cathi Volante & Don Volante Couture Cupcake Café, Kildeer, IL Second Place Bobbie Peters & Hannah Ebben O’ What a Day Café, Waukesha, WI Third Place Dawn Ebert & Jenny Simon Simple Simon Bakery, Appleton, WI Judges for the Extreme Wedding Cake Challenge and the Creative Cake Decorating Competition were Susan Runkel from Sweetheart Cakes in Port Washington, WI, Tom LaPierre, Pastry Arts Instructor at Milwaukee Area Technical College, and Chef Jenn Malvitz from Fox Valley Techncial College. The Cupcake Warrior Championship was judged by Sandy Ploy, Milwaukee’s Iron Cupcake, Debbie Gale, Milwaukee Cupcake Company, and Susan Runkel from Sweetheart Cakes in Port Washington, WI. All three competitions were sponsored by the Wisconsin Bakers Association and the Wisconsin Restaurant Association. A selection of photos from the competition can be found on pages 4-5. BB BEYOND BAKING


MARCH 2013

Additional photos from the competition are available online at

Photos on left page clockwise from top left: - Cupcake close-up, Tamara’s the Cake Guru - Cathi & Don Volante, Couture Cupcake Café - 2013 Cupcake Warrior Champion, Tamara Mugerauer with WBA CEO, Dave Schmidt - Peace Love & Disco, The Amazing Cupcake Photos on right page clockwise from top left: - Rachel Patterson, North Hills Country Club - Angela Woodward & Connie Austin, FVTC - Jennifer Bukouricz, Monzù Bistro - Rachel Abou-Zeid, The Osthoff Resort - Kirstin Kasper, FVTC - Creative Cake Decorating Competition Best of Show Amanda Nieto, Neat-O’s Bake Shoppe

Sneak Peak—Merchandising Ideas to Watch for at IDDBA’s Show & Sell Center 2013 Experience creative new merchandising concepts Press release by Jessica Hughes, IDDBA

The International Dairy-Deli-Bakery Association™ (IDDBA) is proud to present the Show & Sell Center (a 10,000 sq. ft. retail merchandising and idea center) at the association’s 49th annual seminar and expo, Dairy-Deli-Bake 2013. The event will be held June 2-4 in Orlando, FL. Every year, attendees flock to the Show & Sell Center to experience the creative new merchandising concepts on display. Here are just a few of the ideas to look for on the show floor:

BAKERY. You’ll break out your inner “Doughmestic Goddess” with the innovative ideas we’re

showing this year. Merchandising has come out from behind the case and is grabbing customers by their imaginations. Creativity runs the gamut from little appetites to show-stopping ideas and displays.


From the Cheese Ball of Fame to the Cheese Stadium to the End Zone, these innovative displays are designed to sell cheese – lots and lots of cheese. From sampling to cheese courses to the Tray of the Day, this Sea of Cheese is so good it’ll make you cry.


The deli is the cornerstone of supermarket retailing and this one is built to last. See multiple sandwich programs for lunch, a buffet, a tailgate party, or snack. From game day to Continued on next page

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

everyday these ideas fit small people, small portions, and big tastes with realistic and executable ideas. From pizza to sliced deli meats, our “Fantasy Foodball” program goes for the extra point every time.

MEALS. From Tailgate parties to iMeals to ultimate snacks, these fantastic displays are so good, you’ll wish you’d thought of them. Add in our special Piggy Bites display, Crazy Legs Chicken, and Homage to Fromage and you’ll see why these ideas win the game.

FREE PHOTO CD. Attendees who stop by the Show & Sell Center, can sign up for a FREE photo CD (over 1,000 photos) that highlights the exciting displays and merchandising ideas. Be sure to check out the Show & Sell Center at IDDBA’s Dairy-Deli-Bake 2013. For complete show details go to 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 Website, BB



MARCH 2013

Upper Midwest Bakery Convention Lives Up to Theme

More than 600 people attended this year’s Upper Midwest Bakery Convention By Lynn Schurman, Upper Midwest Bakers Association

With at theme of “The Heat Is On”, bakers from across the Midwest heated up Red Wing on February 23-24 as over 600 people attended this year’s Upper Midwest Bakery Convention at Treasure Island Resort and Casino. The weekend started with three tracks of education on Saturday morning with a hands-on session for cake decorators presented by Mike Terry CMSA, plus 3 sessions of baking and business sessions presented by Greg Wagner, Bill Hanisch, Tom Johnson, Chef Andy Revella, Matt Rush and John Lupo. Meanwhile six cake decorators began decorating at 8 a.m. for their all day on-site America Bakery Expo Competition. The exhibit floor opened at 11 a.m. with over 50 booths along with displays of cakes and baking foods to be judged for the annual competitions. The education program continued on the floor with floor demos presented by Vonnie Hansen, Mike Manderfield, Photography credit: UMBA Mike Terry CMSA, Colleen Conway and Jaime VanderWoude. Festivities moved from the show floor to the ballroom with the annual banquet attended by over 300 attendees. The banquet honored Hall of Fame inductee Lance Wilke, and included a tribute to former UMBA Executive Director, Curt Borchert, who died in June. The winner of the American Bakery Expo was Keeann Kramer of Jerry’s Food. She will represent the UMBA at the Pillsbury Bakers Plus Creative Decorating Competition at IBIE on October 6-9. Seventeen Gold Medals were given out for the Deco Cake Competition and the winners of the Baked Foods competition received trophies. The banquet concluded with the awarding of door prizes including 3- 42” TV’s. Sunday morning began with the annual membership/board meeting followed by brunch. Education sessions on Sunday included another hands on decorating session presented by Mike Terry along with sessions by Lisa Clark and Sheila Burski. The exhibit floor was open from 9 until 11 and the day concluded with the awarding of the remaining silver and bronze Deco Cake awards and the final door prize drawing. In the Deco Cake Competition, Courtney Carr took Beginner Best of Show and Tiffany Schiffer took the Beginner People’s Choice Award. Amanda Hansen took home both the Advance Best of Show and the Advanced People’s Choice Award. For more information, contact Lynn Schurman, UMBA Contest Coordinator at 320-492-1330 or BB Photography credit: UMBA



MARCH 2013

Jones Dairy Farm Culinary Theatre Opens Taste takes center stage Press Release reprinted with permission by Fox Valley Technical College

With an annual graduate placement of nearly 100% and a full program of about 300 students each year, Fox Valley Technical College’s Culinary Arts program is leading the way in training cooks and food service professionals to meet strong regional demands for these skills. In fact, the program continues to keeps its best practices a step ahead of industry standards. The new 8,500 square-foot Jones Dairy Farm Culinary Theatre at FVTC opened in January to further enhance the learning environment for culinary students. The facility, which is located near entrance 10 at FVTC’s Appleton campus, is Wisconsin’s only culinary theatre and one of just a few in the United States. Fueled by a lead challenge gift from Jones Dairy Farm in Fort Atkinson, Wisconsin, the theatre features tier-style seating for 120 and panoramic vantage points for optimum cooking demonstrations. Jones’ support spurred additional donations from the private sector to help create the high-tech facility. Various camera angles and zoom capabilities pinpoint the greatest of detail for virtually any cooking experience. FVTC’s Culinary Arts program is among elite accreditation by the American Culinary Federation (ACF), the authority on cooking in the United States since 1929 with more than 20,000 members representing 200 chapters. The program at FVTC is one of 7% in North America to have earned exemplary status. BB

The Jones Dairy Farm Culinary Theatre at Fox Valley Technical College Photography credit: Fox Valley Technical College



MARCH 2013

ABA’s Morning Business Session to Provide Deep Dive into Baking Category Panel of experts will analyze key trends in the baking industry Press release by American Bakers Association

The Monday Morning Business Session on April 22 during the annual ABA Convention in Aventura, Florida, will begin with a unique panel of experts analyzing key trends in the baking industry. The panel, moderated by David Orgel, Editor-in-Chief of Supermarket News, will focus on current buying, retail and consumer trends in the baking industry. Each panelist will present a “Strengths, Weaknesses, Opportunities and Threats” (SWOT) analysis on the baking category from their various perspectives. Following this panel of baking market influencers will be a retail customer panel that will observe the SWOT analysis and offer ideas and strategies on how the industry can partner together to grow the category. The influencer panelists include: Todd Hale – Senior Vice President, Consumer & Shopper Insights – Nielsen A frequently sought-after industry and client speaker, Todd shares his insights on consumer shopping, buying and media consumption behaviors and attitudes to provide manufacturers and retailers with strategic visions to facilitate brand, category and retail sales growth. Hale is often quoted in the press and in numerous trade publications on consumer trends. Todd has more than 33 years of experience in the consumer research industry, including 27 years with The Nielsen Company, where he held various marketing and sales management positions within advertising/product testing, advanced analytics and consumer panel practice areas. Steve French – Managing Partner – Natural Marketing Institute (NMI) For the past 14 years at NMI, Mr. French works with many global Fortune 500 corporations, government agencies, start-up companies, associations, and various organizations across a wide range of industries. He has pioneered a range of NMI consumer research databases. These proprietary NMI tools analyze consumer attitudes, behavior, product usage patterns, psychographics, and demographics within the health, wellness, and environmental sustainability marketplace. Mr. French is also a frequent author of research reports, articles, and a contributor to numerous domestic and international consumer media, including Fox TV, NBC News, Time Magazine, The New York Times, International Herald Tribune, Korea Times, Forbes, and many others. As a recognized industry expert, Mr. French’s expertise is also utilized on a regular basis by many trade publications such as Brandweek, Progressive Grocer, Greenbiz, Genetic Engineering & Biotechnology News and over 30 business journals, among others. Lynn Dornblaser - Director of Consulting, Mintel Custom Solutions – Mintel International Dornblaser is responsible for providing trend analysis and new product expert knowledge to clients. She regularly leads product ideation meetings for a variety of consumer packaged goods companies. Dornblaser was also fundamental to the development and growth of Mintel’s Global New Products Database (GNPD), a database that internationally tracks new product introductions. She is a wellnoted senior analyst in the consumer research industry. Dornblaser provides commentary regularly for major news organizations, including The Wall Street Journal, USA Today, The New York Times, and CNN. She has also been featured in several key trade publications, including Prepared Foods. In addition, Dornblaser has also served as keynote lecturer and speaker for numerous industry groups and sales forums. BEYOND BAKING


Continued on next page

MARCH 2013

Frances Largeman-Roth – Registered Dietician, best-selling author and nationally recognized health expert Frances was the Food and Nutrition Director at Health magazine for nearly eight years. Prior to that, she was part of the editorial team at the Discovery Health Channel, and also held the post of managing editor at Frances is a frequent guest on national TV, including the Today Show, Good Morning America, CBS This Morning, The Talk, CNN, The Rachael Ray Show, and The Dr. Oz Show. She has also lent her expertise as a judge for Food Network Challenge and The James Beard Awards. Frances is the author of Feed the Belly: The Pregnant Mom’s Healthy Eating Guide (Sourcebooks, Inc., 2009) and co-author of the bestselling The CarbLovers Diet (Oxmoor House, 2010) and The CarbLovers Diet Cookbook. She was the team dietitian for Sanjay Gupta’s 2011 CNN Fit Nation Triathlon Challenge. Frances is a contributor and TV spokesperson for Cooking Light magazine. The 2013 ABA Convention is the premier industry event of the year. This year’s theme of “Staying Ahead of the Curve, When You Don’t Know What’s Around the Bend” is a nod to the constantly changing trends, shifting consumer tastes, new technology, government regulations and the almost impossible task of staying current and competitive in today’s marketplace. The ABA Convention brings together the top leaders from America’s baking businesses and their suppliers for networking, idea exchange, and working sessions. Registration information can be found at About the American Bakers Association: The American Bakers Association (ABA) is the Washington D.C.-based voice of the wholesale baking industry. Since 1897, ABA has represented the interests of bakers before the U.S. Congress, federal agencies, and international regulatory authorities. ABA advocates on behalf of more than 700 baking facilities and baking company suppliers. ABA members produce bread, rolls, crackers, bagels, sweet goods, tortillas and many other wholesome, nutritious, baked products for America’s families. The baking industry generates more than $70 billion in economic activity annually and employs close to half a million highly skilled people. BB

Thank You! The WBA would like to thank the following members for renewing their memberships: Dawn Foods, Kaukauna, WI Milwaukee Cupcake Company, Milwaukee, WI Welcome to our newest members! Kirstin Kasper, Fox Valley Technical College Chelsey Ganzer, Fox Valley Technical College Angela Woodward, Fox Valley Technical College Connie Austin, Fox Valley Technical College Carly Cerniglia, Fox Valley Technical College Jo Saindon, Fox Valley Technical College Hidden Café , Mukwonago, WI Couture Cupcake Café, Kildeer, IL Bridal Cakes by Ann, Kenosha, WI Osthoff Resort, Elkhart Lake, WI Monzu Bakery, Green Bay, WI North Hills Country Club, Menomonee Falls, WI Cake & Bake, Germantown, WI The Amazing Cupcake, Green Bay, WI O’ What a Day Café, Waukesha, WI Neat O’s Bake Shoppe, Baraboo, WI

Upcoming Dessert Holidays April is National Soft Pretzel Month!

Inka Heritage LLC, Madison, WI Benefits of WBA Membership * Group business insurance programs

April 1

National Sourdough Bread Day

April 3

National Chocolate Mousse Day

April 7

National Coffee Cake Day

April 13

National Peach Cobbler Day

April 20

Pineapple Upside Down Cake Day

April 23

Cherry Cheesecake Day

* Scholarship programs

April 25

National Zucchini Bread Day

* Workshops and conventions

April 28

National Blueberry Pie Day

* Education and training opportunities

A Look Ahead at 2013 Industry Events... April 13-14: SRBA Convention April 21-24: ABA Convention June 2-4: IDDBA’s Dairy-Deli-Bake

* Credit card program * Baking Buzz email subscription * Member newsletter, “Beyond Baking” * Legislative directories—federal and state * Baking industry promotions and events

* Friendship and advice Interested in joining the WBA? Contact the Wisconsin Bakers Association to find out how you can join for as little as 34 cents a day! Our office is open Monday through Friday

Aug: 1-11: Wisconsin State Fair

from 8 am - 4 pm. Call (800) 542-2688 or email

Oct. 6-9: to learn more!


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 March 2013  

WBA Member eNewsletter

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