Volume 76, Issue 1

BREAKING BREADExtra, extra, read all about it

DIRECTOR’S DESKWBA Day at WI State Fair

WHO’S WHO?Meet Curt Borchert

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Cover Photo: Tom Endejan demonstrates artisan bread baking techniques as Derek Van Alstyne watches

BOARD OF DIRECTORSExecutive Director 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

Breaking breadExtra, extra, read all about it! By Amy Behrendt

Ah, words that at one time rang through the air regarding newspapers’ headlines for the day. According to the Web site wikianswers.com, this phrase was used in the early days of newspapers and was often shouted by newsboys who were selling the papers. Searching a bit more on the internet, I found more information on this phrase, which was mainly used from the 1890s to 1940s. Before TV, radio and the Internet, most people got their news from newspapers. Back then, most newspapers were published on a daily basis. If a major story broke after the day’s deadline, a newspaper might choose to print an “extra” edition on top of their regular edition. Keeping up with news was even important back then. So…fast forward to today, 2012. News is constantly changing and our ways of getting the latest news is changing to keep up with those headlines. Breaking news is much easier to get with our various resources: TV, radio, and the internet on our computers, smart phones and

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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

tablets (I bet many of you may have gotten a new gadget for Christmas to help you keep up with news and email, among other things!) To keep up with the changing communications tools, the Wisconsin Bakers Associations also is working to keep up with the demands. In 2005, we launched the Baking Buzz on our Web site to provide the latest WBA and industry news to our members and other contacts. We updated that page once a week. Six years later, in 2011, we changed the way that looks and is delivered with version that’s emailed twice weekly through Mail Chimp. Jessica Hoover worked hard to put the new format together, and we have gotten some nice feedback so far on our fall launch. For 75 years, “Beyond Baking” was a print publication that was mailed to our members and industry contacts. After a great print run, we changed it to an emailed version in 2011 as a cost-effective approach to sending the news in a timely fashion. Now, with the new year, we will continue the digital approach, but plan to make “Beyond Baking’s” look more uniform with the Baking Buzz. Always trying to keep up with the latest forms of communication, we hope that you find our newsletter approach to be timely, easy-to-use, and a great way to keep up with the news from the Wisconsin Bakers Association and our industry partners! The newsletter will evolve in the coming months, but as always, if you have some feedback, let us know. We would love to hear it! Extra, extra, read all about it! We hope you will be able to “read all about it” with all the tools the WBA has to help keep you informed! While communications tools have changed since the phrase was first uttered, the idea of wanting the latest news in a quick fashion has not! On behalf of the WBA Board of Directors and staff, I would like to wish you all a very Happy New Year! All the best in 2012, and we look forward to work with you, our members and industry colleagues! BB

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http://www.aramark.com

From the directors deskWelcome to 2012, Baking IndustryBy Dave Schmidt, CMB

Let’s hope we can count on the economy to keep climbing as it has the past nine quarters, bakers and businesses truly need the growth! We have a brand new event planned for this summer that we certainly hope each of you can come and enjoy the time with your baking friends and family! Start making plans to join all of the fun on Tuesday, August 7th for WBA’s Bakers Day at the Wisconsin State Fair! We have some exciting things to share with you as we get together from 11:00 am until 1:30 pm at Saz’s Hospitality Village at State Fair Park for food, refreshments, and a little reflection! And why not make it a full day and enjoy all there is to see and do at the Wisconsin State Fair! Gates open at 8:00 am and close at 11:00 pm that evening. Bakery owner members will receive information on how to register for two complimentary admission tickets and how to purchase additional tickets in advance of the event with dates and deadlines in the near future. If you have never been to the Wisconsin State Fair, be sure to come early and get on one of the tours of the Original Cream Puff Pavilion, home of the Guinness World Record cream puff! And the pride operation of the WBA. Learn why eleven days in August means so much to the organization firsthand. See how we handle 35,000 customers every day and all of the focus that Original Cream Puffs draw to the State Fair! During our lunch time event, we will be making presentations for our latest WBA Hall of Fame Inductees, announcing the winner of the 2012 Hiller Scholarship, and presenting the Bakery Operation of the Year award. Along with some yet to be determined surprises that we are working on. We look forward to seeing you at this event, so come and relax and have a fun filled day! More info will be coming your way so stay tuned. In the meantime, let’s enjoy the new year, plan for success and smile. In ten months, the political process of all the elections will finally settle down and we can get back to business!

Profitable baking to all!

Dave Schmidt, CMBWBA Executive Director

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Who’s who in the industry Learn more about Curt Borchert, Exec. Dir. of the Upper Midwest Bakery Association By 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. Who would have thought a job at a driving range would lead to a career in the baking industry? That’s exactly what happened to Upper Midwest Bakery Association (UMBA) Executive Director Curt Borchert, who has been in the driver’s seat of the association for six years. To think that a lifetime of service to the industry started with golf balls! Where it all began “I started at age 13 by picking golf balls at a driving range, Borchert said. “The owner, Doc O’Brien, a Master Baker; also owned the local bakery, Page’s, in North Mankato, Minn. At the end of the season he asked my brother and myself which

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Curt and JoAnn Borchert Photo courtesy of Curt Borchert

one of us wanted to work in the bakery. My brother said no way! “That was the beginning of my life long journey in the baking industry.” Trading in the driving range for the bakers bench seemed like an easy trade off for Borchert. He apprenticed under O’Brien until age 23, when he was drafted by the Army. Service to his country may have derailed his baking career temporarily, but when he returned, he picked up where he left off. He was hired as a bakery manager for Red Owl, Lake Crystal, Minn.; and Piggly Wiggly in Mankato, Minn. Working for a bakery wasn’t the only contribution he was making to the industry at the time. He also had his hand in shaping the future of the industry! “I was invited to teach at the Mankato Area Vocational Technical Institute, Mankato, Minnesota.” Borchert said. “I was the cake decorating/pastry instructor for 18 years. During which time I participate in writing a state wide curriculum for bakery programs in Minnesota. I also taught at Dunwoody Institute (in Minnesota) in the baking program. I wrote the second year program on baking management.” In addition to the above mentioned experience, Borchert’s contributions to the industry through the years also came with Puratos, B&R, and Best Brands as a sales/tech service representative.

Taking the reigns at the UMBA With his background, moving into the administrative side of the baking industry was a natural transition. That opportunity came in 2006, and from the feedback he provided, it has been a

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rewarding experience for him! “What I enjoy most about this position is daily communica-tion with bakers, decorators and suppliers,” Borchert said about his position with the UMBA. “People in this industry are very open to sharing information and always ready to lend each other a helping hand. A cup of coffee at the places I visit goes a long way in building communications. “This position allows me to continue to contribute to the industry from my past experiences.” Those past experiences have led to a job that requires his attention 24/7, according to Borchert. “Due to bakers’ hours and different schedules, you need to be present for people when their time allows,” he said. “Communications is one of the most important tasks of the director.”Borchert said his day-to-day management of association activities include:

• Work with the Board of Directors on association activities • Provide direction to the association • Plan, manage, and administer the UMBA Convention and activities• Continue relationship with vendors• Take care of financial matters• Maintain current membership• Look after communication with the public about the association

Speaking of the convention, the event is one area Borchert is very busy with these days, since the event is coming up Feb. 25-26, at Treasure Island Resort and Casino in Red Wing, Minn. Visit the UMBA Web site for all the details on the event. www.uppermidwestbakery.net. As of press time, Borchert said the itinerary includes:

• Educational sessions on current topics• Cake and baked foods contests• Large vendor floor• Banquet – 46” TVs given as door prizes• Variety of awards: Scholarship, Hall of Fame, Contest winners• Great camaraderie and sharing• Entertainment

Challenges and rewards of the industryWith any industry comes rewards and challenges, and Borchert experiences both sides when it comes to his job. Anyone in the baking industry can relate that this industry has provided plenty of both over the past few years! Focusing on the rewards first, Borchert said that some of the rewards of being in this industry include:

• Helping people to celebrate with baked goods.• Meeting great folks• Instructing young bakers with the information I have gathered• Being able to design programs that serve the ever-changing bakery climate

The camaraderie in the industry also is one major reward, as people tend to look out for one another and lend a hand when they can. “My experience is that bakers are most willing to share their formulas and experiences with others,” Borchert said. “This we find true in our publications.” Then there are the challenges. “Some of the greatest challenges include the ever-changing industry,” Borchert said. “This includes the changing economy, and the fluctuation of commodities. Automation has had a great impact on how the baked product is produced. Bake shops are taking on a new face with fewer ‘Mom and Pop’ operations, more specialized

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bakeries that make a small variety of product, retail bakeries and of in-store bakeries providing local needs.” Throughout his journeys to various businesses, Borchert made some notes of what he is seeing in today’s bakeries. “Our small and in-store bakeries are putting out a higher quality product,” Borchert said. “They are attentive to what the customer wants. Bakeries are using social media to advertise their products.” He added that keeping current with educational sessions also is important.

A little bit about Borchert It’s not all work and no play for Borchert. Being from Minnesota, he said he spends time at the northern lakes fishing and snowmobiling. He also enjoys golfing and gardening. Borchert has been married to his wife JoAnn for 50 years. They have two children, Greg (wife Carri Lynn); Michelle (husband Peder); and four grandchildren, Brett, Heather, Gretchen and Jonathan. And, they didn’t forget their four-legged family member. “Our best companion is Shadow, our Schnauzer,” Borchert said. BB

How to reach Curt Borchert:Address: 729 Park AvenueNorth Mankato, MN 56003Phone: (320) 493-7554

Email: cjborche@hickorytech.netWeb: http://www.uppermidwestbakery.net/

Our condolencesOur thoughts are with the family of Harold J. Fessenbecker, who passed away Jan. 13, 2012. Here is the obituary from Maple Crest Funeral Home:

Of Waupaca, WI, formerly of Milwaukee, age 92, passed away on Friday, January 13, 2012, at the Wisconsin Veterans Home. Harold was a member of the Milwaukee Casting Club for over 65 years. He was president of the Milwaukee Baker’s Association and a veteran of WWII, serving in the Navy. He will be sadly missed by his daughters Shirley (Robert) Mattson and Marge Michalski; daughter-in-law Nancy Fessenbecker; brother Rule Fessenbecker; sister Marion Knutilla; 12 grandchildren; many other relatives and friends.

He was preceded in death by his wife, Eleanor, son, David and brothers and sisters, Earl, Charlene, Alice, Mildred and George. The Memorial Service was held on Saturday, January 21, 2012, at 11 AM, at Wisconsin Memorial Park, 13235 W. Capitol Drive, Brookfield. Friends and family gathered from 10AM until the time of the service. Memorials are appreciated to the Wisconsin Veterans Home in King. Maple Crest Funeral Home N2620 Hwy 22, Waupaca, WI

IDDBA seeks decorators to compete in 17th annual Cake Decorating Challenge™

As reported by The International Dairy·Deli·Bakery Association’s™ (IDDBA): The 17th annual Cake Decorating Challenge™ will be a featured event at the annual Dairy-Deli-Bake Seminar and Expo, to be held June 10-12, 2012, in New Orleans, LA. Three store-level decorators will have the opportunity to create show-stopping displays that promote their artistic abilities and show off the talent and hard work that sells cakes for their companies. Judges are looking for decorators who have skills in three areas: production cakes, theme cakes, and wedding cakes. The challenge begins with creating enough production cakes to fill an 8’ bakery case on Day One. Day Two is devoted to the creation of a wedding cake. On the last day, each contestant will decorate three cakes of their choosing, one from each category: special occasion, theme/event, and decorator’s choice. Three contestants (one store-level decorator from each of three supermarkets) will compete for first, second, and third place trophies. There will also be a separate trophy for the store of the first place winner. IDDBA will cover transportation, lodging, and meals for each contestant during the contest. Materials and tools will be provided and each contestant will be able to keep the full set of professional cake decorating tips and supplies used for the challenge. It’s easy to enter. Cake decorators need only to send a photo album of the best cakes they have ever decorated, along with an entry form. The more photos sent, the easier it is for the selection committee to determine the skill level. Photo albums will be returned. Retailers may enter as many contestants as they choose. The deadline for entering is February 14, 2012. Visit the IDDBA Web site, www.iddba.org, for more information and an entry form. Contact Anne Terrien, at 608-310-5000 or aterrien@iddba.org, with any questions. The IDDBA Web site also features photos of cakes from last year’s challenge. BB

BakeMark, Menomonee Falls, WIBakers Service Unlimited, Inc., West Allis, WIBear Stewart Corp., Chicago, ILBurke Candy, Milwaukee, WI Caravan Products Co., Bancroft, WIClasens European Bakery, Middleton, WIDave’s County Market, Merrill, WIDawn Foods, Kaukauna, WIDunbar Systems, Inc., Lemont, ILFosdal Home Bakery, Stoughton, WILa Tarte, Wauwatosa, WILake Geneva Pie Co., Lake Geneva, WILehmann’s Bakery, Sturtevant, WIManderfield’s Bakery, Menasha, WIMelody Cookies, Oak Creek, WI

Thank youThe WBA would like to thank the following members for renewing their memberships:

Mila’s European Bakery, Theinsville, WIMiller’s Bakery, Milwaukee, WIMilwaukee Cupcake Company, Milwaukee, WINational Baking Co. Inc., Milwaukee, WIPavek’s Antigo Bakery, Antigo, WIQuaker Dairy & Bakery Co., Appleton, WIRoeck’s Bakery, Kiel, WIRollin Pin Bakery, Janesville, WISimon Bakery, Appleton, WISmiling Pelican Bakeshop, Maiden Rock, WISweet Perfections Bake Shoppe, Waukesha, WITrig’s Bakery, Rhinelander, WIWaukesha County Tech College, Pewaukee, WIWest Bend Mutual Insrance Co., West Bend, WIZingen & Braun Insurance Agency, Brookfield, WI

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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