Volume 78, Issue 2

INSIDE THIS ISSUECHANDELIER WEDDING CAKESWBA Member in the Spotlight

GREAT PURPLE CUPCAKE PROJECTLearn How Your Bakery Can Participate

CREAM PUFF DOUGHNUTSThe Arrival of Gourmet Doughnuts

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Cover Photo: This chandelier cake was made by Katharine Hincak, owner of The Hidden Cafe in Mukwonago, WI Photo credit: Katharine Hincak

WBA Member Services Center2514 S. 102nd StreetWest Allis, WI 53227

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

Email: info@wibakers.comWebsite: www.wibakers.com

BOARD OF DIRECTORS2014-2015

Chief Executive Officer Dave Schmidt, CMB Wisconsin Bakers Association West Allis, WI (414) 258-5552

Executive Committee President - Mike Vande Walle Uncle Mike’s Bake Shoppe De Pere, WI (920) 330-0048Vice President - Dawn Ebert Simple Simon Bakery Appleton, WI (920) 733-4377Treasurer - Joe Crubaugh Fosdal’s Home Bakery Stoughton, WI (608) 873-3073 Allied Rep. - Joe Sanfilippo BakeMark Menomonee Falls, WI (262) 251-1190 Board Trustees Judy Baggenstoss Melody Cookies Oak Creek, WI (414) 762-2720Bob Hiller Rollin Pin Bakery Janesville, WI (608) 754-8267

Directors-At-Large Ken Heil Sweet Perfections Bake Shoppe Waukesha, WI (262) 446-2253Susan Bice Sweetheart Cakes Port Washington, WI (262) 284-6221 Tamara Mugerauer Tamara’s the Cake Guru Oshkosh, WI (920) 236-9144Judy Semrad Muskego Marketplace Foods Muskego, WI (262) 679-1166 David Weber Weber’s Bakery Lodi, WI (608) 592-4115Brandon Grebe Grebe’s Bakeries Milwaukee, WI (414) 543-7001

WBA Staff Debbie Lowery Wisconsin Bakers Association West Allis, WI (414) 258-5552Jessica Hoover Wisconsin Bakers Association West Allis, WI (414) 258-5552

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.

From the Editor’s Desk By Jessica Hoover

Coping with a Polar VortexJanuary saw some of the coldest temperatures on record and those freezing cold days had an effect on your sales. Some bakeries had no choice but to close up shop when the temperatures dipped below zero. Other bakeries faced the challenge of persuading customers to leave their warm homes to brave the cold for a hot cup of coffee and a kringle! RPIA’s red envelope idea that we shared with you back in November-December’s issue seemed to help increase January sales for bakeries that were able to get the promotion off the ground. Additionally, the extra incentive of car-side delivery to customers that phoned in their orders ahead helped several bakeries reach their customers in a creative way. This truly shows how far Wisconsin bakers will go to provide great service!

Midwest Foodservice Expo HighlightsMarch is just around the corner and the final chance to sign up for the Art of the Cake Competition is Friday, February 28th. We encourage you to enter any of the contests this year. In addition to the competitions, the Pastry Studio will feature demonstrations on Tuesday, March 11th and Wednesday, March 12th. A full line up of Pastry Studio events can be found here: http://www.wirestaurant.org/expo/events/pastry.php. WBA will host an Industry Appreciation Breakfast on Tuesday morning. We are excited to have Rick Crawford from RPIA as a keynote speaker. Crawford will be speaking about life outside of owning a bakery. This breakfast is sure to be one you don’t want to miss. To sign up, just contact the WBA Office.

Roads Less TraveledOver the past weekend, I had the opportunity to attend UBMA’s annual convention at the Treasure Island Resort and Casino in Red Wing, MN. It was my first time attending the show and I was quite impressed! Arriving in Minnesota after a blizzard had just hit the area was a real sight. The drive was a challenge for many, but the weather did not keep the cake decorators at home! Over 60 cakes were entered in the Deco Cake Contest. We’ll share the results from the contests when they become available. Familiar faces were among the vendors. I had a chance to catch up with Theresa and James from Cook’s Specialty, Greg Wagner from Pillsbury / General Mills, and even Nathan Hildebrandt from King Arthur Flour. If you get the chance to attend UMBA’s annual convention, it’s worth making the trip! To see photos from the show, please click here.

April Showers Bring Bakers Forums?Make plans now to attend the next WBA Bakers Forum at Sweetheart Cakes Bakery Inc. in Port Washington on Tuesday, April 22nd! Additional details will be coming soon.

See you at the Midwest Foodservice Expo! Best regards,Jessica Hoover

BEYOND BAKING FEBRUARY 20143

Jessica Hoover

Art of the Cake Competition – Watch or Compete!• Extreme Groom’s Cake (New!) and

Extreme Wedding Cakes Challenge • Creative Cake Decorating Competition:

“Best of the Midwest”• Cupcake Warrior Championship: “Luck of the Irish”• Baker’s Best Kringle Contest

Pastry Studio – Hands-on Dessert Workshops

100s of Exhibits – 1000s of Products

Business Seminars – Valuable Education• Including guest speaker Rick Crawford of The RPIA Group

Bakers Appreciation Breakfast

And more!

REGISTER TO ATTENDJust $30 by 3/6 or $45 onsite

www.everythingfoodservice.org

MARCH 10-12, 2014Wisconsin Center

Milwaukee, Wisconsin

Bakery programs presented in

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Free Bakery Training WebsiteTraining.iddba.org Brings Free Bakery Training to Food Retailers By Alan Hiebert, IDDBA

The International Dairy-Deli-Bakery Association™ (IDDBA) has launched training.iddba.org, a free online training website. Primarily aimed at supermarket dairy, deli, bakery, and prepared foods associates, the site offers training in both English and Spanish. Training is free and available any time on any device at training.iddba.org. The site delivers training through short videos efficiently accessed through smart phones, tablets, desktop computers, and a host of other internet-connected devices including some department scales.

Bakery titles available are: “Bread Shapes,” “Bread Types,” “Cake Servings,” “Cake Occasions,” “Specialty Cakes,” “Cake Icing,” “Cake Layers,” “Donuts,” and “Sweet Goods.” All titles are also available in Spanish. Each video is accompanied by a short assessment to test knowledge and retention. A personalized certificate of recognition is available upon successful completion along with additional training resources available from IDDBA and other organizations. Associate tracking also makes record keeping easy. A simple account must be created before a certificate or a tracking record can be generated.

“IDDBA wants to help ensure that retail bakery associates are equipped with the skills they need to speak intelligently and confidently about the products in their departments,” said Mary Kay O’Connor, vice president, education, IDDBA. “Good product knowledge engages customers. It also brings customers back. At virtually zero material cost, training.iddba.org provides a tremendous return on investment.”

At this writing, training.iddba.org offers a total of 23 modules in English and 17 in Spanish. Content areas include cakes, breads, food safety, and cheese. Additional customer service, deli sliced meats, bakery, and dairy food safety modules are under construction.

For more information, contact IDDBA’s Educa-tion Department at 608.310.5000.

About IDDBAIDDBA is a nonprofit membership organiza-tion 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. IDDBA celebrates 50 years of service in 2014. For more information, contact IDDBA at 608.310.5000 or visit our website, www.iddba.org. BB

Shedding Some Light on Chandelier CakesMeet Owner Katharine Hincak of The Hidden Cafe, Mukwonago, WIBy Jessica Hoover

Chandelier cakes are a unique trend in the cake industry and finding a cake artist that can design one can be quite the challenge. Fortunately, we happen to know someone that has been making these cakes for a few years. Katharine Hincak, owner of the Hidden Cafe in Mukwonago, WI, took the time to answer our questions about these magical yet edible hanging desserts!

Hincak, a Wisconsin native, has made 10 chandelier cakes to date, each one different from the next. “Making a chandelier cake is not difficult. Time-wise it is the same as any other tiered cake; the dowel support system is the same,” Hincak told us. Chandelier cakes require a special support system that can be purchased online but The Hidden Cafe has their stands custom made. Each stand needs to be reinforced in order to hold the weight of the cake. “A cake made on a dummy and hung is one thing, having a real cake hanging is very different due to the weight. If the stand is not modified, it will send the cake flying. A tiered cake can weigh over 50 pounds easily!” Hincak explained.

Recently, Hincak needed a 7-foot tall stand custom made to hold a 300 pound cake. She added a simple glass chandelier above the cake to add interest to the overall design.

The question that first came to mind when we saw one of Hincak’s chandelier cakes, was

“How do you cut into a chandelier cake?” Hincak told us, “When we contract the cake, we explain how to cut the “first slice.” I also call the venue to make sure the Chef and Event Planner will be available when I arrive with the cake. They need to see how I assemble the cake. They always have a lot of questions until they see how simple it is to dis-assemble. The chandelier cake is really an optical illusion. The mind is accustomed to seeing the “traditional” cake whereas the chandelier is just the opposite.”

In addition to chandelier cakes, Hincak is known for her signature buttercream. “Our buttercream is always made with real butter,” said Hincak. The buttercream is made to order on site at the café. The Hidden Cafe also offers a breakfast and lunch menu that can be found on the café’s website: http://www.hiddencafe-kaths.com/ Baklava, cinnamon rolls and brownies are the café’s most popular bakery items and catering is also available.

Wedding Cake to reflect your day, your stylePhoto credit: Katharine Hincak

Q&A with Katharine Hincak, The Hidden Cafe, Mukwonago, WI The Hidden Cafe716 Main StreetMukwonago, WI 53149http://www.hiddencafe-kaths.com/

Where are you from? “I was born here in WI, we moved to the Town of Vernon 15 years ago. The property taxes are fantastic and the school district is Mukwonago, which is really good. It is like living in the country and still being only 25 minutes to downtown Milwaukee!”

How did you get started in baking? “That is an interesting topic. I have always enjoyed cooking and baking. My background is actually in business. I have an MBA and worked in the corporate world. When the stress kept me awake or if I woke up in the middle of the night, I often went to the kitchen to bake. I would send everything to work with my husband, Mike, to share with his co-workers. Sometimes, I would take what I baked to work with me. Seven years ago, a friend provided an opportunity to start a business from scratch without a lot of capital invest-ment to tear down and re-build. I just needed to buy my equipment and do a little elbow work. The Atkins diet was the rage at the time, so I wrote my business plan for a cafe (breakfast & lunches) with specialty baked items made to order. The business has stayed that way.”

What are some of your greatest accomplishments? “My greatest accomplishments are being married for 33 years and raising our son who is now 26. My family is the most important part of my life.”

What do you like to do in your spare time? “The cafe takes up a lot of my time, but 5 years ago, I started to attend Middle-Eastern Folk dance classes along with Ballet Stretching Classes. The dance classes are fun because I am learning and challenging my brain and body to move differently than it normally would. I also knit and/or crochet a type of shawl that I designed to stay in place over the shoulders for elderly people. I donate them in memory of my Grandmother.

What are your plans for the future?“In the future, I would love to teach sugar art and in a few years, I want to take classes to get a Doctorate Degree. I see a lot of research in my future.” BB

BEYOND BAKING FEBRUARY 20147

Katharine Hincak took First Place and was selected for the People’s Choice award in the 2013 Extreme

Wedding Cake Challenge at the WRA Expo.

13-129 AKF-Purple Cupcake_B-flyerTrim size: 8 1/2˝ x 11˝

Bleed size: 1/8˝ all around

THE GREAT PURPLE CUPCAKE PROJECTFOR EPILEPSYMarch 22 - 30. 2014 – Purchase Your Purple Cupcakes

McKinley, age 7, diagnosed age 4Green Bay, Wisconsin

Supporting The Anita Kaufmann Foundation - www.akfus.org

The Great Purple Cupcake ProjectMeet Debra Josephs at the Midwest Foodservice Expo

What’s this all about? Conceived by three smart cupcakes at ‘The Anita Kaufmann Foundation (AKF), The Great Purple Cupcake Project is a sweet epilepsy awareness initiative supporting Purple Day (March 26th, 2014). During the week of March 26th AKF is inviting bakeries and cupcakeries across Wisconsin and our surrounding states to feature PURPLE CUPCAKES in a effort to promote awareness of a condition that affects over 3 million Americans.

Purple Day swag and signage will be provided. All we ask is that a portion of the cupcake sales goes back to Purple Day for epilepsy awareness. In return, your bakery or shop, and website will be listed on a dedicated page at www.purpleday.org and the AKF website. AKF will provide press materials to send out to local media.

Purple Day is a international grassroots effort dedicated to increasing awareness about epilepsy worldwide. On March 26th annually, people from around the globe wear purple to promote aware-ness about epilepsy. Giving back has never been so simple… or so sweet! For the week of March 26th, feature PURPLE CUPCAKES at your shop and donate a percentage of sales to Purple Day.

The Anita Kaufmann Foundation will provide your shop with promotional materials and information on Purple Day and The Great Purple Cupcake Project for your customers. Learn more about The Great Purple Cupcake Project from Debra Josephs at the Midwest Foodservice Expo! BB

BEYOND BAKING FEBRUARY 20149

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

Greg.Wagner@genmills.comwww.professionalbakingsolutions.com

Move over Cronut®, Wisconsin has a Cream Puff DoughnutSweet Perfections Bake Shoppe adds Gourmet Doughnuts to menuBy Jessica Hoover

Ken and Peggy Heil, owners of Sweet Perfections Bake Shoppe in Waukesha, WI, recently launched a line of gourmet doughnuts, among the Heil’s signature flavor – the cream puff doughnut. Take real Wisconsin cream and whip it up ‘Cream Puff Style’ and sandwich it between two fresh halves of a French doughnut, and there you have it, a “Cream Puff Doughnut.”

Doughnuts are the newest addition to Sweet Perfection’s menu. There are more than 20 varieties of gourmet doughnuts to choose from with flavors including caramel apple, maple bacon, tiramisu, and more. The staff at Sweet Perfections says, “These super fun and delightful breakfast-y sweets are simply amazing!”

The Heil’s have been considering adding dough-nuts for a while, but finally made the decision

after sending out a survey to find out if customers agreed. The responses from the survey were incredible! Sweet Perfections made a contest out of creating ‘names’ for the new gourmet dough-nut line, and yes, the results are in! To see the current lineup of gourmet doughnuts that Sweet Perfections has available, please visit: http://www.sweetperfections.com/2014/02/20/now-making-gourmet-doughnuts/. BB

Pictured above: The Cream Puff DoughnutPhoto credit: Sweet Perfections Bake Shoppe

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Bakers Disappointed that Sugar Subsidy Program Remains in Farm BillABA Continues to Pursue Agriculture Reforms in Support of the Baking IndustryPress Release by American Bakers Association

“The Senate’s vote in favor of passing a new Farm Bill closes a long and contentious chapter in the Farm Bill deliberations,” said Robb MacKie, ABA President and CEO. “While this was touted as a reform-filled Farm Bill, there is still one program hanging on to old habits – the current U.S. sugar program. This program continues to put bakers, consumers and other food manufacturers at a disadvantage, and sends thousands of jobs overseas.”

“It’s unfortunate that some in Congress continue to support a program that not only has been the main culprit in the loss of thousands of good paying U.S. food manufacturing jobs, it has also cost the government millions in bailouts and consumers billions in hidden costs,” said Cory Martin, ABA Director of Government Relations. “Supporters of the current program have cried for years that it is run at no cost. While there has always been a hidden cost to consumers, in 2013 the U.S. government bailed out sugar producers to the tune of over $300 million. Even when prices drop, food manufacturers and consumers continue to pay the inflated bill.”

Although the 2014 Farm Bill effectively puts an end to debate on farm policy for five years, ABA will continue to aggressively pursue needed agriculture reforms in support of the baking industry. “Now isn’t the time to rest,” said MacKie. “Reformers have made a lot of progress these past few years, and ABA will continue to fight for the interests of the baking industry and the nation’s consumers.” BB

RBA Emeritus Members Recognized At Baking Industry BanquetTwo RBA Emeritus Members will be honored in Atlantic City on March 29thPress Release by Retail Bakers of America

The Retail Bakers of America (RBA) will be recognizing two of its valued members who contnue to contribute to the success of the RBA and the Baking Industry. An RBA Emeritus Member are thanked for their service with a lifetme membership to the organizaton. The 2014 Emeritus Members will be announced at the Baking Industry Banquet on March 29th in Atlantic City, they are Bob Fleckenstein from Fleckenstein’s Bakery in Chicago and Harry Toufayan from Toufayan Bakeries headquartered in Ridgefeld, NJ.

Bob Fleckenstein - with his wife, Joan, opened Fleckenstein’s Bakery in Mokena, Illinois, a suburb south of Chicago, in November 1977. Their goal was to create the highest quality bakery products in the south suburbs. This dedicaton to quality has given Fleckenstein’s the reputaton for fne bakery products throughout the south suburbs and beyond. The Fleckenstein’s pride themselves with being a traditonal full line retail bakery. Bob has been heavily involved in both the local and natonal baking industry for many years. He is a Past-President of the Chicago Area Retail Bakers Associaton (CARBA) and a past Regional Director for the Retail-

ers Bakery Associaton (RBA). He contnues to serve both RBA and CARBA, RBA as Chairman of the Certfcaton Commitee and CABRA as Treasurer. Bob is a strong proponent of professional development for himself and as well as others. In 2001, Bob became the 112th Certfed Master Baker in the United States. He is also a strong supporter and a judge for SkillsUSA for many years.

Harry Toufayan - Born and bred in a bread family, Harry Toufayan has been baking since he was a child. Harry’s father started the original Toufayan Bakery in the Middle East in 1926 and opened the frst of the family’s bakeries in the US in 1968, in West New York, NJ. Since then, customers have been relying’ on Toufayan for fresh bread, cookies and other baked goods! Harry’s vision, steadfast work ethic and sound business practces helped the business fourish over the ensuing decades, with Toufayan Bakeries undergoing several expansions and moves. Dubbed “Hurricane Harry” by the staf, Harry zips around the bakery with the same energy and zeal today as he did ffy years ago. His three children, Greg, Karen and Kristne work alongside Harry, overseeing the daily operatons of the business from baking to retail shelf, keeping the proud Toufayan traditon strong. Not only does he have his children working by his side, Harry considers each member of the Toufayan staf to be part of the family. Every day he buys lunch for the ofce staf and together they break bread and dish about work and life.

For more informaton on the Retail Bakers of America, the RBA Emeritus Program, and/or the Atlantic City Industry Banquet, please contact Kenneth G. Downey at 973-463-6451. BB

BEYOND BAKING FEBRUARY 201413

For the Love of Chocolate Gala Raises Over $189,000Proceeds from the Gala will go to funding student scholarshipsPress Release by The French Pastry School

Over 850 Chicagoans looking to warm up their winter blues helped make things hot at the 9th Annual For the Love of Chocolate Gala on Saturday, February 22nd. The event brought the twenties roaring back to life in the 130-year-old Union League Club of Chicago in the name of raising scholarships for students of The French Pastry School of Kennedy-King College at City Colleges of Chicago.

In the lobby alone, newsies hawked headlines, menacing gangsters and their carefree molls lined the marble staircase, a Madame bedecked guests for an old-fashioned photo booth, and a down-on-her-luck moonshiner from Redmoon Theater made bootleg gin in her bathtub. For some guests, the evening began with a four-course dinner presented by Chef Michael Garbin of the Union League Club featuring a menu that was inspired by the decadence of the jazz age. After dinner, two groups of revelers converged into the Dessert Dance Parties that were putting on the Ritz on two different floors where they were treated to an indulgent evening of sampling sweets, savories, and swinging tunes until midnight.

Thanks to all of the attendees, participants, volunteers, and the incredible sponsors of For the Love of Chocolate, the foundation raised over $189,000; all proceeds from which will go to funding student scholarships for The French Pastry School’s L’Art de la Pâtisserie and L’Art du Gâteau programs. “Chef Jacquy [Pfeiffer] and I created The French Pastry School to provide the pastry world with well-trained pastry professionals,” explained Chef Sébastien Canonne, M.O.F., Co-Founder and Academic Dean of The French Pastry School. “We are honored to see so many people coming together to support the education of passionate individuals who may not otherwise be able to afford it. This evening is the perfect example of how tightly-knit the food industry is; it is a great example for our students.”

A highlight of the evening was The Great Gâteau Cake Parade: over twenty local pastry businesses and a group of students from After School Matters designed cakes that evoked the Roaring Twenties. Each featured art deco elements inspired by the architecture and fashion of the day: complete with lots of gilding, sunbursts, and pearls. The foundation and gala could not exist without the many generous sponsors and donors that make these grants possible for future students of the pastry arts. The 10th Annual For the Love of Chocolate Gala, already in the planning process, will take place in February of 2015: keep current with details on next year’s amazing event and the work of the eponymous foundation by visiting www.ftloc.org and following them on Facebook and Twitter.

The next For the Love of Chocolate scholarships will be awarded to students who start L’Art de la Pâtisserie on July 9th and L’Art du Gâteau on September 2nd. Stay tuned for news of the progress of the many scholarship recipients, students, and alumni of The French Pastry School at www.frenchpastryschool.com. About For the Love of Chocolate FoundationFor the Love of Chocolate Foundation provides scholarships for qualified students in the specialized training of the pastry arts, specifically in the full-time programs taught by The French Pastry School of Kennedy-King College at the City Colleges of Chicago. For the Love of Chocolate Foundation promotes commitment in pastry arts education for individuals looking to change careers, as well as individuals who have shown potential in the culinary field but who have no formal pastry education. For more information, see www.ftloc.org. BB

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Upcoming Dessert Holidays: MarchMarch is National Flour Month as well as National Peanut Month!

March 1: National Peanut Butter Lover’s DayMarch 2: National Banana Creme Pie DayMarch 4: National Pound Cake DayMarch 6: National Frozen Food DayMarch 6: White Chocolate Cheesecake DayMarch 7: National Cereal DayMarch 8: National Peanut Cluster DayMarch 10: National Blueberry Popover DayMarch 10: National Pack Your Lunch DayMarch 11: Oatmeal-Nut Waffles DayMarch 13: Coconut Torte DayMarch 14: National Potato Chip DayMarch 14: Pi Day (Pi is (3.141414)March 18: Oatmeal Cookie DayMarch 19: National Chocolate Caramel DayMarch 21: National French Bread DayMarch 24: National Chocolate Covered Raisins Day

March 25: National Pecan DayMarch 25: National Waffle DayMarch 26: Make Up Your Own Holiday DayMarch 28: Something On A Stick DayMarch 28: National Black Forest Cake DayMarch 29: National Lemon Chiffon Cake Day

Check out our service providers!

Alternative Communications, Inc.Jesse Gnas

(262) 367-2200 American Industrial Leasing

Tammie Clendenning(800) 444-6230

Aramark Uniform ServicesDrew Coffey

(781) 204-9067 Associated Bank

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 FordJohn Schultz

(262) 781-9800 Les Stumpf Ford

Ken Harder(920) 731-5211, ext. 250

D.A. BertherJim Lidwin

(414) 328-1995 Pack-O-Mach Corp.

Bob Morris(763) 571-6677 Practical Baker

John Stricker(815) 943-6040

WBA Credit Card ProgramJohn Gay

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

David Nycz(262) 334-5571

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

Editor

Dave Schmidt, CMBdave@wibakers.com

Jessica Hooverjessica@wibakers.com

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