Volume 79, Issue 2

INSIDE THIS ISSUESTRAIGHT DOUGH FROM THE CEOPreparing WBA for the Future

CAKE GURU ADDS SECOND LOCATIONAppleton Location Opening Shortly

2015 SUGAR REFORM ACTABA’s Efforts to Reform Sugar Program

3812

Cover Photo: Cupcake close-up

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 DIRECTORS2015

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

Executive Committee Interim President - David Weber Weber’s Bakery Lodi, WI (608) 592-4115Vice President - OPEN Treasurer - OPEN Allied Rep. - OPEN

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 Brandon 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.

BEYOND BAKING FEBRUARY 20153

Straight Dough from the CEO By Dave Schmidt, CEO

Have you ever wondered how fast the change of today’s bakery business truly is? Just look around and everywhere bakeries and bakery products are changing faster than you can say multigrain bagels with flavored cream cheese!

I bet some time we even ask ourselves if all that change is for the better. If you’re like most bakers, myself included, we tend to be skeptical. “It seems like just a fad or a twist on the next donut,” or “it will come back to reality sooner or later.”

Then, one day we realize it’s already a whole new reality out there. Perhaps, we need to find our way on board the train before it all changes to the point we can’t recover and keep up with the changes around us.

On a cold January day, a group of dedicated individuals met to consider just where we, the WBA, is at after 110 years of serving the baking industry and most importantly, what do we want to be when we grow up. This group traveled from across the state to strategize ways to meet the ever changing challenges of today’s baking industry. There is much work to be done to better serve the association’s members! We will need your thoughts, ideas, and participation to make it all work.

So, how do we as an organization find the path to making these changes a reality? With the help of Bill St. John of 20/20 Foresight Consulting, we went all the way back to the very beginning of WBA’s establishment and worked our way forward to determine how WBA has evolved into what it is today. With the great environment of our friends at Valley Bakers in the education center, many ideas and thoughts were exchanged throughout the course of the day. VBCA’s Chairman, Mark Munroe, reminded us that our industry is very traditional and yet perpetual in nature.

There will always be a baking industry. New bakeries will open as other bakeries go out of business. The key is figuring out how to keep up with all of the technological changes as an association and then educate our members as well. That is a challenge that we face every day.

Bakers need to stay ahead of the curve, be sharper than the competition, and take advantage of the next hot trend! The question is how do bakers become tech savvy? Someone suggested hiring a teenager to run your computer programs! Well, that may not be such a bad idea if you’re like me and haven’t mastered a PC yet!

Our focus group came away with a lot of suggestions, data, and feedback. From there, we have Continued on next page

Photo: Dave Schmidt, CEO

developed an outline of strategic objectives for the WBA of the future.

I would love to share all of this information with you as I am truly excited about these ideas and what they mean for you and the WBA going forward. However, space in this issue is limited, so what I would like to do is invite you to our Member Appreciation Breakfast which will be held at the Midwest Foodservice Expo on March 10th from 8:00 AM to 9:30 AM. To reserve your space at the breakfast, please call the WBA office today! Pre-registration is FREE! Onsite registration is $35.00 per person.

Join us and learn how you and WBA can meet the future together!

Get involved! Together, we all win!

See you at Expo!

Dave Schmidt, CEO

Midwest Foodservice ExpoWisconsin CenterMilwaukee, Wisconsin

MARCH 9-11, 2015

www.everythingfoodservice.org

competitions •

education •

networking •

workshops •

great products •

and more!

Join Us at the Region’s TOP

BAKERY Event!Bakery programs presented

in partnership with:

Straight Dough from the CEO - continued

It’s ALL Here

Bakery education, workshops and displays

Networking with fellow bakers

The latest products in baking And more!

March 9-11, 2015Wisconsin Center

Milwaukee, Wisconsin

Bakery programs presented in partnership with:

Join Us at the Region’s TOP

BAKERY Event!

Get Social with the Expo

www.everythingfoodservice.org

ART OF THE CAKECOMPETITION

Midwest Foodservice ExpoMarch 9-11, 2015Wisconsin Center

400 W. Wisconsin Ave.

Milwaukee, WI

OFFICIAL REGISTRATION FORMThe Art of the Cake Competition is open to beginners/students (up to 3 years experience) and professionals (3+ years experience). The competition is divided into four separate contests: Creative Cake Decorating Competition (CCDC), Extreme Wedding Cake Challenge (EWCC), Cupcake Warrior Championship (CWC), and Baker’s Best Gluten Free Dessert (BBGF). Entries in the CCDC and EWCC are further divided by skill level. Additional information and rules for each contest are available online at www.wibakers.com. Admission to the Midwest Foodservice Expo is included with registration for each competitor. The registration deadline for the Art of the Cake Competition is Friday, February 27, 2015.

Competitor Name:

Bakery:

Address:

City, State, Zip:

Phone: Email:

Creative Cake Decorating Competition (CCDC)Refer to the rules for complete information about the Creative Cake Decorating Competition.

Skill Level: Number of Entries:☐ Beginner/Student☐ Advanced/Professional

☐ Yes, I would like to enter the Creative Cake Decorating Competition!

Cupcake Warrior Championship (CWC)Refer to the rules for complete information about the Cupcake Warrior Championship.☐ Yes, I would like to enter the Cupcake Warrior Championship!

Team Name: Will you need electricity? ☐ Yes ☐ No

Baker’s Best Kringle ContestRefer to the rules for complete information about the Baker’s Best Kringle Contest☐ Yes, I would like to enter the Baker’s Best Kringle Contest

Extreme Wedding Cake Challenge (EWCC)Refer to the rules for complete information about the Extreme Wedding Cake Challenge.

Division/Category: Skill Level:

Extreme Groom’s Cake ☐ Beginner/Student☐ Advanced/Professional

Extreme Wedding Cake - Buttercream ☐ Beginner/Student☐ Advanced/Professional

Extreme Wedding Cake - Fondant ☐ Beginner/Student☐ Advanced/Professional

☐ Yes, I would like to enter the Extreme Wedding Cake Challenge!

Baker’s Best Gluten Free Dessert (BBGF)Refer to the rules for complete information about the Baker’s Best Gluten Free Dessert.☐ Yes, I would like to enter the Baker’s Best Gluten Free Dessert!

Gluten Free Product Flavor:

Entry FeesNo entries will be accepted after 2/27/2015. All entries must be registered in advance. The Entry Fee for each contest is $25 per entry. The fee includes a 1-year free membership to WBA. Current WBA Members are not eligible for free membership.

CONTEST: # of ENTRIES: FEE: TOTAL:

Creative Cake Decorating Competition x $25

Cupcake Warrior Championship x $25

Extreme Groom’s Cake x $25

Extreme Wedding Cake - Buttercream x $25

Extreme Wedding Cake - Fondant x $25

Baker’s Best Gluten Free Dessert x $25

Baker’s Best Kringle Contest x $25

Amount Due: $___________

Payment☐ Check (payable to Wisconsin Bakers Association)

☐ Credit Card Number _______________________ Exp. Date _________ CCID (3 digit code on back) _______

Name on card ______________________________ Signature of Cardholder __________________________

Release: The Art of the Cake Competition is held in conjunction with the Midwest Foodservice Expo and is presented in partnership between the Wisconsin Bakers Association (WBA) and the Wisconsin Restaurant Association (WRA). By signature of this registration and release form, the contestant fully releases all rights to photos, publication and other sources of mediafor all work produced exclusively for, during and in the complete time frame of the event. Contestant is subject to all registrationfees, applicable taxes, and all other related expenses on behalf of him/her entering the above competition. Contestant agrees toabide by all rules set forth by the WBA for this competition. Contestant understands that the WBA, WRA, or any sponsors assume no responsibility for loss, theft or damage to displays or personal items at the Midwest Foodservice Expo and agrees to indemnifyand hold harmless the WBA, WRA, and all sponsors from and against all claims, demands, costs, loss, damage, expense, attorney’s fees and liabilities growing out of, or arising from, caused or occasioned by my activities in The Art of the Cake

Signature ___________________________________ Date ________________________Send completed form along with payment to:

Wisconsin Bakers Association 2514 S. 102nd Street, Suite 100 West Allis, WI 53227 More information: www.wibakers.com or contact info@wibakers.com or (800) 542-2688

Cake Guru to open shortly in Grand ChuteSource credit: Maureen Wallenfang, Post-Crescent Media

The Cake Guru is preparing to open a sweets shop in Grand Chute by the end of the month.

The small satellite location will be at 1859 N. Casaloma Drive, in the Trasino area north of Wisconsin Avenue. It will share the multitenant building that also houses New York Deli and Vanderloop Shoes, formerly called New Balance.

The Cake Guru is also known as Tamara’s Cakes, which is the custom side of the business, and Tamara’s The Cake Guru.

Owner Tamara (pronounced TAM-a-ra) Mugerauer has developed a remarkable following with more than 26,000 followers on Facebook, and operates from an Oshkosh base with 25 employees.

Some of her accolades include 2014 Oshkosh Chamber of Commerce Small Business of the Year and Best Wisconsin Bakery 2014.

After starting as a wedding and custom cake baker 18 years ago, and building up a business that makes more than 100 custom wedding cakes a year, she added a retail shop on Oshkosh’s south side about two years ago.

The small retail shop has drawn such a strong following that cupcakes now exceed custom cakes as her No. 1 revenue generator.

“On a busy Saturday, we can sell 100 dozen cupcakes,” she said. Her oversized cupcakes in flavors like peanut butter cup and “lick the bowl” sell for $2.75 each or $30 for a dozen.

She floated the idea of opening a branch in the Appleton area with a kiosk in the Fox River Mall. It drew a lot of interest.

When the new Grand Chute sweet shop opens, it will sell cupcakes, cakes, cookies, cheesecakes and eclairs made in her Oshkosh headquarters and driven up every morning. Her Oshkosh store will also continue to operate.

See more about the business at cakeguru.com or on Facebook at facebook.com/thecakeguru. BB

Photo credit: Tamara’s Cakes

BEYOND BAKING FEBRUARY 20158

The Great purple Cupcake Project

For Epilepsy

The Great purple Cupcake Project

For Epilepsy

March 22 - 29, 2015 - Purchase your purple cupcakes

Phot

o ©

Ann

a Th

iess

en

Supporting The Anita Kaufmann Foundation - www.akfus.org

NOMINATION FOR BAKERY OF THE YEAR

Complete the following form for Bakery of the Year nominationsand return via fax to the WBA office at (414) 258-5582.

You also can email your nomination to info@wibakers.com.

BAKERY___________________________________________________________

OWNERS___________________________________________________________

ADDRESS__________________________________________________________

CITY_____________________________ STATE______ ZIP________________

PHONE__________________________________ FAX_____________________

E-MAIL____________________________________________________________

Nominated By (Optional)__________________________________

Briefly state your reason(s) for nominating this bakery forBakery Operation of the Year!

Please include any participation and/or non-monetary contributions the bakery has made to their community and WBA within your statement.

Wisconsin Bakers Association

Baker’s Hall of Fame Nominations Please submit nominations by February 17, 2015. Inductions into the

Baker’s Hall of Fame will be announced at the WBA Industry Appreciation Breakfast on Tuesday, March 10th at the Midwest Foodservice Expo.

I would like to nominate: Name:_____________________________________________________________ Bakery Name: _____________________________________________________ Address: __________________________________________________________

Nominees must be past or present members of the Wisconsin Bakers Association

and must have given outstanding service to the WBA and the baking industry over the years.

Mail, fax or email completed form to: Wisconsin Bakers Association 2514 S. 102nd Street Suite 100

West Allis, WI 53227 Fax: (414) 258-5582 Email: info@wibakers.com

Nomination submitted by: Name: ____________________________ Signature: ________________________________ Company: ________________________ Relationship to nominee: ____________________ Address: _____________________________________________________________________ Phone: ____________________________ Email: ___________________________________

Please list the reasons you think this person should be included in the Bakers Hall of Fame below. You may use the other side of this sheet if you need more space. In the information, please include

the years this person was involved with the Wisconsin Bakers Association. ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________

Bakers Leading Charge to Reform the Sugar ProgramPress release by American Bakers Association

The American Bakers Association (ABA) is working with Congress to pass the 2015 Sugar Reform Act - legislation seeking to modernize the current U.S. sugar program. “The sugar program is a major impediment to job creation for bakers and all food manufacturers,” said Robb MacKie, ABA President and CEO. “Archaic sugar policies have driven costs up for U.S. bakers and consumers to unmanageable levels for far too long. We urge Congress to support reform that will level the playing field and allow bakers to create new jobs,” added MacKie.

“The current sugar program is a net job killer,” said Cory Martin, “If job creation is a key congressional concern, then reforming the sugar program should be a priority, as it would allow bakers to expand and improve our ailing economy,” Martin added.

“ABA is extremely pleased with the leadership shown by Sens. Toomey, Shaheen, Kirk, and the many other original cosponsors, in pushing for needed reforms,” added MacKie. “We look forward to continuing to work with Congress to seek reform of the current U.S. sugar program and passage of the Sugar Reform Act.” BB

BEYOND BAKING FEBRUARY 201512

Heart Disease Awareness

Heart disease is the leading cause of death for both men and women. You can make healthy changes to lower your risk of developing heart disease. Controlling and preventing risk factors is also important for people who already have heart disease. What are your risk factors? Age Gender Family history High blood cholesterol High blood pressure Physical inactivity Obesity and overweight Smoking Diabetes (Type 2) The more risk factors you have, the greater your chance of developing heart disease. AHA’s Life’s Simple 7® Keys to Heart Disease Prevention…

Control Cholesterol 98.9 million Americans age 20 and older have total blood cholesterol levels of 200 milligrams per deciliter (mg/dL) or higher. See your doctor regularly, follow their instructions, and take any prescribed medications.

Manage Blood Pressure Approximately 90% of all Americans will develop hypertension over their lifetime and 1 in 3 adults has high blood pressure, yet, many people don’t even know they have it. See your doctor yearly, follow their instructions, and take any prescribed medications.

Reduce Blood Sugar Heart disease and stroke are the No. 1 causes of death and disability among people with type 2 diabetes. Have your blood sugar tested regularly by your doctor.

Stop Smoking Among Americans age 18 and older, more than 19 million women and 24 million men are smokers. Don’t start smoking and if you do smoke, quit as soon as possible.

Eat Right When you eat a heart-healthy diet you improve your chances for feeling good and staying healthy – for life! Strive to lower salt, fat, saturated fat, and cholesterol. Eat high fiber foods and at least 5 servings of foods rich in fresh fruits and vegetables.

Lose Weight More than 2/3 of our American adult population is overweight, with 1/3 of us in the obese category. Watch what you eat, check nutritional values, and exercise regularly.

Get Moving Over 50% of Americans do not get the recommended at least 150 minutes a week of moderate to vigorous physical activity. Break it down into manageable pieces … 10-15 minute brisk walks, 2-3 times per day, at least 5 days per week will work.

Sources: Office of Disease Prevention and Health Promotion, US DHHS, www.healthfinder.gov; Centers for Disease Control and Prevention (CDC), www.cdc.gov; American Heart Association (AHA), www.heart.org.

This information is meant to be educational and should not be interpreted as medical advice. Please talk to your doctor about any changes to or questions about your health.

About Heart Attack… Every year about 715,000 Americans have a heart attack and about 15% who have an attack will die from it. Knowing the warning signs and symptoms of a heart attack is key to preventing death. It is important to recognize the signs and to act immediately by calling 911.

Signs and Symptoms… Chest pain or discomfort. Discomfort in other parts of the upper body

such as one or both arms, the back, neck, jaw, or stomach.

Shortness of breath. Nausea, lightheadedness, or cold sweats.

A person’s chance of surviving a heart attack increases if emergency treatment is administered as soon as possible. If you think that you or someone you know is having a heart attack, CALL 9-1-1 IMMEDIATELY!

Under your control

IDDBA’s On-Demand Webinar on Millennial Shoppers is Available NowPress release by IDDBA

Changing American demographics and evolving food culture are affecting how we live, shop and eat. While Baby Boomers account for a large share of shoppers and dollars, it is Millennial shoppers who are at the forefront of the New American Appetite. IDDBA’s latest study, Engaging the Evolving Shopper: Serving the New American Appetite, showcases the evolving U.S. shopper of fresh perimeter categories through the lens of Millennials. Key findings have been highlighted in an on-demand webinar available at iddba.org/engagingevolvingshopper.

Millennials engage with fresh perimeter categories differently than Boomers. From their ready adoption of mobile tools to their need for fresh fast food and discovery experiences, Millennials offer new opportunities to retailers in the Dairy, Deli and Bakery departments. This webinar offers insights and ideas to tap the growing momentum of the Millennial shopper.

Engaging the Evolving Shopper: Serving the New American Appetite is IDDBA’s latest original research that explores the evolving U.S. shopper of fresh perimeter categories - dairy, deli, bakery, prepared foods, specialty cheese and specialty meats through the lens of Millennials, modern eating, health and wellness, and digital engagement. This study provides insights and implications around: how Millennials are shaping food trends, particularly in fresh perimeter categories; how new demands of modern life are changing eating culture, enabling meals and snacks to happen anytime and anywhere, shaping how shoppers think about the fresh perimeter; how health and wellness trends have redefined how shoppers see the role of food in their lives; and how technology has become integrated in shoppers’ lives as they seek information and inspiration both in-store and digitally for deeper engagement with their foods. The research is free to members and $795 for nonmembers. For more information and to order, visit iddba.org/engagingevolvingshopper. BB

AUS-81-11

Call us today to find out how you can receive new Nationalrates. Mention WBA National Account ID (NAID): 93120800.332.8676 ARAMARK-Uniform.comEmail: ausnatscs@uniform.aramark.com

Towels and Mops Mats and moreSnap-front PolosHand Sanitizers

ARAMARK services you, so you can service your customersARAMARK products and services help you achieve your highest standards, with everythingyour business needs…from mats, mops and restroom services to specialty garments and shop supplies.

Bear Stewart Corp, Chicago, IL

Cooke Marketing Group, Inc., Ringwood, IL

Dave’s County Market, Merrill, WI

Dunbar Systems Inc., Lemont, IL

General Mills/Pillsbury Bakeries, Andover, MN

Horizon Equipment, Eagan, MN

Mila’s European Bakery, Thiensville, WI

Miller’s Bakery, Milwaukee, WI

Roeck’s Bakery Inc., WI

Rollin Pin Bakery, Janesville, WI

Vande Walle’s Candies, Inc., Appleton, WI

West Side Bakery, Sheboygan, WI

Bittner’s Bakery, Lake Geneva, WI

Clasens European Bakery, Middleton, WI

Lawrence Foods, Elk Grove Village, IL

Linda’s Bakery, Inc., West Salem, WI

Monzu Bakery, Green Bay, WI

O & H Danish Bakery, Racine, WI

Pavek’s Antigo Bakery, Antigo, WI

Quaker Dairy & Bakery Co., Appleton, WI

Racine Danish Kringle Co., Racine, WI

Sweet Perfections Bake Shoppe, Waukesha, WI

Swiss Maid Bakery, Harvard, IL

Trig’s Bakery, Rhinelander, WI

Valley Bakers Association, Greenville, WI

WCTC Hospitality & Cul. Arts, Pewaukee, WI

Zingen & Braun Ins. Agency, Brookfield, WI

Neat-O’s Bake Shoppe, Baraboo, WI

Manderfield’s Home Bakery, Appleton, WI

Thank You!The WBA would like to thank the following members for renewing their memberships:

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 © 2015 Wisconsin Bakers Association, Inc.All rights reserved. Duplications prohibited in whole orpart in any medium without prior consent from the publisher/editor.