Volume 76, Issue 2

Cover Photo: Ken Heil of Sweet Perfections Bake Shoppe demonstrates flower techniques at the 2009 WRA Expo.

INSIDE THIS ISSUEWBA DAY UPDATEMark your calendars!

WHO’S WHO?Meet Lee Sanders

STUDENT SPOTLIGHTMeet Tyler Richardson

HEALTH CARE NEWSInsurance Exchanges

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BOARD OF DIRECTORSChief Executive Officer

Dave Schmidt, CMB

Executive Committee President - Joe Crubaugh

Vice President - Mike Vande WalleTreasurer - Judy Baggenstoss

Allied Rep. - Joe Sanfilippo

Board Trustees Jim Grebe Bob Hiller

Directors-At-Large Art Bartsch Dawn Ebert Ken Heil Susan Runkel Judy Semrad Eric Olesen

WBA Pig Roast and Family DayMark your calendars! By Joe Crubaugh, WBA President What do you get when you combine 200 acres of fun at the best time of the summer, with fantastic food and beverages, the greatest entertainment, and most importantly, your family and friends? A day like no other in history! So, join us for the WBA pig roast and family day at the Wisconsin State Fair on Tuesday, August 7th, 2012 at Wiscon-sin State Fair Park in wonderful West Allis, WI, the home of the Original Cream Puff Pavilion and the Guinness World Record Cream Puff. Come early, stay late, and enjoy some midday special events planned just for you as members of the WBA. Receive two complimentary admission tickets when you register with us and take advan-tage of the great deal on discount admission for the rest of your crew with a special price of only $5.00 per ticket! To make that deal so much sweeter, it’s Kohl’s Family Fun Day and all children ages 11 and under will get in free with an adult. How great is that! It only gets better when the gates open at 8 AM! Get a special tour of the Original Cream Puff Pavilion at the Dairy Bakery beginning at 9 AM. We’ll have tours starting every fifteen minutes, with six opportunities to get a behind-the-scenes look at the operation. Come see the pride of your WBA in operation for its 88th year! Visit the agriculture center, see the animals, and learn why agriculture and baking are strong partners in Wisconsin’s business economy. Sample the sights and sounds at all of the trade marts and open air markets. Catch a show in the coliseum or one of the many street shows that pop up right before your eyes on any given corner. The music is always great – especially with Herman’s Hermits starring Peter Noone on the Cousins Subs Amphi-theater at 8 PM and one of your favorite classic rock bands featured on the Potawatomi Bingo Casino Main Stage at 7:30 PM! What a way to spend the day! But wait, did we forget to mention, FOOD! No problem – that’s what Wisconsin State Fair is all

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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. Our office hours are Monday - Friday, 8 a.m. - 4 p.m. CDT

about, so come hungry! Beginning at 11 AM at the far southwest end of the park is Saz’s Hospitality Village and we will be there to gather and enjoy a uniquely prepared lunch featuring Saz’s famous State Fair pig roast and rotisserie chicken with all the fixin’s! With complimentary non-alcoholic beverages for the whole group, it will be a great event to satisfy appetites and share time with friends and colleagues! We have some special surprises planned to share with you of course, some great people to recognize from our industry. You could be a winner, too! We’ll be giving away some great prizes and looking to raise some money for our scholarship programs as well. By 2 PM, you’ll be back to enjoying the fair! Visit the expo center, tour the DNR nature center, or head over to Spin City at the North side of the park. Work off the lunch with a ride or two. Thrill seekers (or watchers) can check out the ejection seat in the Big Backyard! Sounds like a day of fun, sun, and friends. What could be better? How about a trophy! Take home the Gold & cash, Silver & cash, or Bronze & cash!!! Enter the Creative Baking Competition and let the people decide! You could go home with more than you bargained for. So, mark your calendars! More details to come in Beyond Baking.

See you at the Fair!

Joe Crubaugh, WBA President BB

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Space is limited for the Creative Cake Decorating Competition. Sign up today!

Wisconsin Restaurant Expo in the Pastry Theatre Monday, March 10, 2012

8 AM—10 AM Set up 1 PM—3 PM Judging

Presented by the Wisconsin Bakers Association

Divisions: Beginner/Student: Less than 3 years of experience Intermediate/Advanced: More than 3 years of experience (licensed facilities only)

Choose a design in your specialty: Rolled Fondant—Flowers, Sprays, & Designs—Special Occasion — Sculpted or Novelty

Are you the BEST in Wisconsin decorating? Gold, Silver, and Bronze medals will be awarded for this competition March 12, 2012.

Compete to be the best and be on the path to the coveted Creative Decorating Gold Cup!

Rules: Pre-registration required Cakes may be set up Monday, March 12 between 8:00 AM and 10:00 AM Judging will begin promptly at 1:00 PM. Any cakes delivered at 10:00 AM will not be judged, but

placed for display purposes only Winners will be announced at 3:00 PM Monday Cakes are judged on appearance, points will be given for neatness, originality, creativity, colors,

and degree of difficulty. Dummies permitted except if sculpted. Decisions of the panel of judges is final No business identifying marks, advertisements, or photos will be allowed until the completion of

the judging Monday afternoon. After judging, business cards may be placed by the cakes. Cakes are judged with a point system, Gold, Silver, and Bronze awards will be given in each

category. Best of Show will be chosen by the judges, all cakes qualify for this award People’s Choice will be awarded to the cake with the most votes. Voting for People’s Choice

continues until 12:00 Noon Wednesday, March 14th. Winner announced at 2:00 PM. License and/or student ID number required for registration

BEYOND BAKING FEBRUARY 20124

The above competitor agrees to compete in the Creative Decorating Competition of the WBA, held in conjunction with the WRA Expo. By signature of this registration and release form, the contestant full releases all rights to photos, publication and other sources of media for all work produced exclusively for, during and in the complete time frame of the event. Contestant is subject to all registration fees, applicable taxes and all other related expenses on behalf of him/her entering the above competition. Contestant waves all claims against the WBA, its Board Members and staff, the WRA, its Board Members and staff; all suppliers, judges and others of any claims expressed or implied both written or orally in the context of holding this competition. Contestant agrees to abide by all rules set forth by the WBA for this competition. All judges decisions are final. Contestant further agrees to in the event of winning the right to represent WBA. Contestant is responsible for all applicable taxes in the event of cash awards and prizes as a contestant of the Creative Decorating Competition. Contestant shall hold harmless the WBA, WRA, and all supplier, vendors, judges and sponsors and their respective employees and entities in any and all events and results of their participation in the Creative Cake Decorating Competition to be held March 12, 2012, at the WRA Expo in the Pastry Theatre, provided by the WBA.

Creative Cake Decorating Competition Registration Form

Number of Cakes Being Entered ($10 entry fee per cake) _____

Class (circle one): Professional (3 years or more) Beginner/Student (up to 3 years)

WBA Member (circle one): Yes No License or Student ID # _____________ Name __________________________ Bakery/School ________________________________

Address _______________________________________________________________________

City ________________________ State _____________ Zip ____________________

Phone ___________________________ Fax ____________________________________

Email _________________________________________________________________________

Signature ____________________________ Date of Entry ___________________________

Payment: Check or Charge Card (circle one): MC Visa AmEx DISC Exp. ________

Card No. _____________________________ Signature _______________________________

Registration deadline is Friday, March 2, 2012 at 1 p.m. NO EXCEPTIONS.

Email registration to info@wibakers.com; fax it to (414) 258-5582; or mail to Wisconsin Bakers Association, 2514 S. 102nd Street, West Allis, WI 53227

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Who’s who in the industry Learn more about Lee Sanders, Senior Vice President, Government Relations & Public Affairs, and Corporate Secretary of the American Bakers AssociationBy Amy Behrendt Editor’s Note: Who’s Who in the Industry is a new feature to profile some of the many people in the baking industry. Get to know the people who work hard every day to keep the baking industry moving forward! The word hat is found in many phrases. A hat trick in sport is the achievement of a positive feat three times during a game (think hockey for you sports fans out there). “Hats off to you” is listed as “to admire (someone) for doing something.” In the case of Lee Sanders, the word hat refers to the many of them she wears on the job with the American Bakers Association (ABA), where she has been for 18 years. Two of the hats Sanders wears for the organization are that of Senior Vice President of Government Relations and Public Affairs, and also the Corporate Secretary. ABA is where Sanders got her

Lee SandersPhoto courtesy of Lee Sanders

start in the baking industry. “I received my legislative and regulatory background from my previous work on the staff of Senator Thad Cochran (R-MS), and for the administration for President George Herbert Walker Bush in both the White House Counsel’s office, and in the office of Legislative Affairs at the US Department of the Treasury,” she said. “Everything I know about baking, I have learned on the job at ABA. “I have always had an inter-est in food and baking, so when the opportunity presented itself with ABA, I knew that it would be a great chance to work in an area where I had a real interest.” Sanders wears many hats day in and day out with the ABA, working behind the scenes for ABA’s approximately 700 member facilities and the industry as a whole. “I lead our government relations team on the approximately 63 issues that we are currently tracking for the membership. Prioritization is key,” she said. “We are often on Capitol Hill or at federal agencies meeting with officials on behalf of the industry. I am the liaison for the Food Technical Regulatory Affairs Committee (any issues FDA related) and Legal Committee, so keeping the committee’s apprised of policy activities is critical. “I am also a key liaison with our partner, the Grain Foods Foundation, on their bread and grain foods promotion efforts, serving on their Marketing Committee. I am also often out speaking to members and grain chain partner organizations to keep them apprised of the good work ABA is doing on behalf of our industry. And then there are always press calls to handle on a variety of topics.” In addition to what she has mentioned, Sanders discussed the ABA team efforts for the 2012 All Things Baking premiere event. Sanders provided a few details about some upcoming events. All events details can be found on ABA’s Web site. “This year, All Things Baking will rotate to Houston, Texas, capitalizing on the heavy concentration of retail bakeries in the Southwest,” she said. “Building off the success from the

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inaugural launch, attendees can expect to see expanded educational programming, hands-on demonstra-tions from expert and celebrity chefs, new bakery tours throughout Houston, exciting competitions, and the latest products and services to stay on top of consumer trends. Event details will be revealed over the coming months—interested participants are encouraged to mark their calendars for Sept. 9-11, 2012, and visit the website (www.AllThingsBaking.org) to sign up to receive show updates.” Sanders also noted that, “The ABA 2012 Convention will be held April 14-18 at the Fairmont Scottsdale Princess (Scottsdale, Arizona). In addition to committee meetings and the ABA Board meeting, the annual education conference will feature a retail panel with representatives from Sam’s Club and The Nielsen Company; the annual ATBI (Allied Trades of the Baking Industry) Breakfast; golf and tennis tournaments and terrific networking lunches and receptions. As an added attraction, Former Arkansas Governor Mike Huckabee will address guests at the American Bakers PAC Dinner.” Whew! Sanders’ days are busy and she meets lots of interesting folks along the way. In fact, she said the people she works with are the favorite part of her job. “In my 18 years with ABA, there are many things that I enjoy about the job, but the most favorite aspect would have to be the people,” she said. “We have great members - both the companies and people are of the highest caliber. It is great to work with a group of smart, nice folks – both the members and the ABA staff are all focused on the betterment of the industry. We are able to accomplish much because of everyone’s focus and drive. The issues we deal with on behalf of the membership are complex and interesting.” With all her industry involvement, Sanders definitely has seen what challenges bakers face. “On the legislative and regulatory front, our cup runneth over,” she said. “Top issues ABA is tackling on behalf of the industry currently are commodity volatility; nutrition and wellness; food safety; labor reform; and on a positive note, opportunities with sustainability. The great thing about ABA is that companies come to the table together, roll up their sleeves and work to develop and implement solutions for the betterment of the entire industry. ABA’s strong committee structure and proven consensus building process continues to build our success.” But, with the challenges come rewards as well. “Rewards for working in the baking industry include working with terrific people on interesting issues,” she said. “It is hard work, but also lots of fun. Not every industry can say that. You feel great when you can make a difference and help your members; influence or eliminate bad policies and create alternative productive solutions.” With her busy schedule, Sanders does find some free time to enjoy a little down time. “I like to do volunteer work for The Campagna Center in Alexandria, Virginia. The Center administers the head start program and other worthwhile programs for women and children in Alexandria,” she said. “I have made many of my good friends through volunteering through this organization. I also am secretary/treasurer and one of the founders for the Society of Bakery Women, a networking group for women in the industry and mentoring for milling and baking students that are coming into the industry. That has been a lot of fun! “I have a yellow Lab puppy, Pippi, she is my newest project, and am lucky that my parents and sister’s family live nearby so that I get to spend time with them and my two nephews.”

How to reach Lee SandersAddress: 1300 I St., NW, Ste. 700 West

Washington, DC 20005-3314Phone: (202) 789-0300

Email: lsanders@americanbakers.org Web: www.americanbakers.org BB

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EXTREME DESIGNS! EXTREME HEIGHT! EXTREME TALENT!

A Real Challenge and Professional Judging

Are you the very best in extreme wedding cake artistry? Can you design and

structure a truly unique piece that will hold up for three days of constant OOH’s and

AAH’s to win the People’s Choice Award Trophy and Best of Show!

Monday, March 12 at the Wisconsin Restaurant Expo in Milwaukee Presented by the Wisconsin Bakers Association

People’s Choice Trophy!

Medals and

Trophies to be

awarded!

Prizes to be awarded in both Professional and Student/Beginner classes:

Best of Show: Extreme Wedding Cake Challenge Trophy

1st Place: Gold Medal and certificate

2nd Place: Silver Medal and certificate

3rd Place: Bronze Medal and certificate

BEYOND BAKING FEBRUARY 20128

Extreme Wedding Cake Challenge Registration Form

Number of Cakes Being Entered ($10 entry fee per cake) _____

Class (circle one): Professional (3 years or more) Beginner/Student (up to 3 years) WBA Member (circle one): Yes No License or Student ID # _____________ Name __________________________ Bakery/School ________________________________ Address _______________________________________________________________________ City ________________________ State _____________ Zip ____________________ Phone ___________________________ Fax ____________________________________ Email _________________________________________________________________________ Signature ____________________________ Date of Entry ___________________________ Payment: Check or Charge Card (circle one): MC Visa AmEx DISC Exp. ________ Card No. _____________________________ Signature _______________________________

Rules: Cake must not exceed maximum dimensions of 24 inches by 24 inches. Maximum height not to exceed 120 inches. Maximum finished weight cannot exceed 250 pounds. Entries can be made of real cake, foam, or artificial layers. However, sculpted pieces must be real cake. *Please see additional handout for complete rules.

Entry Fee: $10 per cake Trophies provided by the Wisconsin Bakers Association.

Pre-registration is required. Registration deadline is Friday, March 2, 2012 at 1 p.m.

NO EXCEPTIONS.

Email registration to info@wibakers.com; fax it to (414) 258-5582; or mail to Wisconsin Bakers Association, 2514 S. 102nd Street, West Allis, WI 53227

BEYOND BAKING FEBRUARY 20129

Student spotlight Tyler RichardsonBy Amy Behrendt Editor’s note: We launched this feature to highlight our student members who are the future of the bak-ing industry. We reach out to the many schools that the Wisconsin Bakers Association works with to find our student spotlights. If you would like to suggest someone, please email amy@wibakers.com.

Tyler Richardson has always had a love for baking. While growing up, he had a chance to try his hand at it, and bake for loved ones and friends. But, it was in high school that he realized he wanted to make his hobby his career path! “I really decided to do this career when I was in high school, but I’ve always had a passion for bak-ing, ever since I was young, baking assorted items for family and friends,” Richardson said. Richardson is enrolled in the baking/pastry arts program at Madison Area Technical College (Madi-son College) in Madison, Wis., and will graduate in May 2012. Under the direction of Baking/Pastry Arts Lead Teacher Maureen “Punky” Egan, Richardson has

Tyler RichardsonPhoto courtesy of Punky Egan

enjoyed the one-year technical diploma program so far, and had a hard time picking his favorite class out of the ones he has taken. “I would have to say I like all of my classes in this program,” he said. “I don’t have a specific favorite, because I just like learning all of the different skills and techniques that are taught in each class that I have.” A few of the classes he has taken include baking lab one and two, and a chocolates class. “In the bak-ing lab one, we learned a lot of basics and a lot of new things that I’ve never made, or even had a chance to make until theses two classes,” he said, adding in the chocolates class he learned to temper chocolate to make candies, and the ganache fillings for chocolates. Richardson has had the chance to put what he has learned to use outside his home too. While he may have developed his skills growing up, he expanded on them with some on-the-job experience. He worked at an in-store bakery (Piggly Wiggly) in his hometown of Edgerton, Wis. for two years before entering the program at Madison College. “I made variety of baked goods from breads, muffins, rolls, and doughnuts, and got a little cake decorating experience,” he said. In addition to his experience at Piggly Wiggly, he also worked at a restaurant at Coachman’s Golf Resort in Edgerton. Once he is done with his studies at Madison College, Richardson said he would like to be a pastry chef in a restaurant somewhere down the line. “My goal for the future is to start in a restaurant as a pastry chef, then I’m hopeful that I can own my own bake shop someday…,” he said. “I think I can achieve this by working hard in school and learning everything I can from this program, and when I’m out working in the industry, learn different things from different places and people.

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“There will be some challenges that I will have to face in this industry, whether it’s customers, specific orders (like for cakes or certain bakery items), and early morning hours, but the reward will be the (getting the) experience with all that and going to work knowing that I’m doing something that I’ve had a passion for my whole life.” He said he was “very honored” to be chosen for a student spotlight, and that every day, he comes to school ready to learn and is willing to help others when they need it. “I have to say that I’m honored that I was nominated, and honored to be taught by two of the best instructors in the industry in Punky and Suzanne (Daly),” he said. Egan said that all her students take a Baking Boot Camp class the summer prior to starting the baking program, and one of the assignments is for each student to write a paper on his or her goals and objec-tives for the program. “Tyler wrote in his paper that he has always had a love of baking, and had actually baked at an in-store bakery and a golf resort before getting into the program,” Egan said. “He hopes to hone his baking skills in our classes. “His goal is to someday have his own bakery. He has determination and drive, coupled with a very sincere attitude and pleasant personality. I have no doubt that he will accomplish his goal. The future of the baking industry is in good hands with up and coming bakers like Tyler!” Richardson has some advice for those interested in entering a baking program, and pursuing a job in the industry. “Some advice I would give to other students who would want to do this program is to be prepared to be on your feet the whole class, and be ready to learn and work hard all the time,” he said. “It’s non stop the whole class period; you’re constantly moving.” Richardson is from Edgerton, where he has lived all his life. When he’s not busy in school, he enjoys golfing, bowling, watching sports, hunting, fishing, snowmobiling and hanging with friends. BB

http://www.aramark.com

Navigating the waters of Health Care Reform Health Insurance Exchanges By Amy Behrendt

Editor’s note: Let’s face it: There is a LOT of information out there about health care reform and it’s constantly changing! What does it mean for you? We launched this feature to help highlight some of the information out there.

BeneCo of Wisconsin, Inc. (headquartered in Brookfield, Wis.) held a Webinar titled “Health Insurance Exchanges: 101” Feb. 7. The Webinar was led by BeneCo of Wisconsin, Inc. Vice President Jeff Schultz, and Don Garlitz, Executive Director of bswift Exchange Solutions. According to Wikipedia.com, a health insurance exchange is a set of state-regulated and standardized health care plans in the United States from which individuals may purchase health insurance eligible for federal subsidies. All exchanges must be fully certified and operational by Jan. 1, 2014, under federal law. With two current state exchanges in the country, Garlitz was involved with one of them. As shared during the Webinar’s presentation, in 2009, bswift was chosen to work with Utah officials to create the Utah Health Exchange. In 2011, the State of Utah renewed bswift’s contract as the technology provider for enrollment and administration of the Health Exchange. For more information on Utah’s Health Exchange, visit http://www.exchange.utah.gov/ What does this all of this mean for Wisconsin? Right now, Wisconsin has halted work on the exchange until the Supreme Court rules on the constitutionality of the Health Care Reform law. So it’s a wait and see approach for the state. Stay tuned as this issue continues to evolve. In the meantime, here is some information that can help bring you up to speed on exchanges and how they work, including the link we provided above for the Utah Health Exchange:

BeneCo of Wisconsin, Inc.: www.beneco.co bswift Exchange Solutions: www.bswift.com Jeff Schultz, Vice President(262) 207-1999, ext. 112jschultz@beneco.co

Upcoming WebinarsBeneCo of Wisconsin, Inc. will offer additional Webinars in the coming months. Here is the schedule we have, and all times listed are central time zone.

Employee Communications in Uncharted Waters: Your organization is faced with new and challeng-ing employee communication and collaboration issues. What is best practice? How can we apply? This webinar will discuss how other organizations have effectively communicated with organizational stakeholders to achieve overall objectives. * Tuesday, March 13, 2012, 10 am -10:45 am

How Can We Reinvigorate our Wellness Plan and Achieve Results? Wellness plan, engagement or results hit a plateau? This webinar will discuss how to jump start a tired wellness program or lackluster participation.* Tuesday, April 3rd, 2012, 10 am -10:45 am.

How Can we Save 8-10% Rx costs…Almost Guaranteed? Have an idea that there is money to be saved on your Rx program but not sure where to look? This webinar will discuss how to leverage savings from your Rx program.* Tuesday, May 8, 2012, 10 am -10:45 am.

Health Care Reform: Are You Going To Pay or Play? What will you say when your board asks? This webinar will help you begin developing health care reform strategy and answer this question for your organization.* Thursday, July 26, 2012, 10 am -11 am.

Copyright © 2012 Wisconsin Bakers Association, Inc. All rights reserved. Duplications prohibited in whole or part in any medium without prior consent from the publisher/editor.

Wisconsin Bakers Association2514 S. 102nd St., Suite 100

West Allis, WI 53227Phone: (414) 258-5552 (800) 542-2688 Fax: (414) 258-5582

info@wibakers.comwww.wibakers.com

Editorial Staff

Publisher

Designer

Editor

Dave Schmidt, CMBdave@wibakers.com

Jessica Hooverjessica@wibakers.com

Amy Behrendtamy@wibakers.com

Check out our service providers!Alternative Communications, Inc.

Jesse Gnas, (262) 367-2200 American Industrial Leasing

Tammie Clendenning, (800) 444-6230Aramark Uniform ServicesDrew Coffey, (781) 204-9067

Associated BankCarol Carey, (414) 321-5129 BeneCo of Wisconsin, Inc.Steve Miller, (262) 207-1999

Central Office SystemsLori Lindenberg, (262) 784-9698

Financial Specialists, Inc.Charlie Popple, (262) 544-6099

Soerens FordJohn Schultz, (262) 781-9800

Les Stumpf FordKen Harder, (920) 731-5211, ext. 250

D.A. BertherJim Lidwin, (414) 328-1995

Pack-O-Mach Corp.Bob Morris, (763) 571-6677

Practical BakerJohn Stricker, (815) 943-6040WBA Credit Card Program

John Gay, (800) 767-2484, ext. 54587 West Bend Mutual Insurance

David Nycz, (262) 334-5571