Volume 78, Issue 10

Cover Photo: National Pie Day is January 23rd! Recipe inside!

INSIDE THIS ISSUESTRAIGHT DOUGH FROM THE CEOLooking ahead to the Future of WBA

2015 MIDWEST FOODSERVICE EXPOArt of the Cake Registration Now Open

NATIONAL PIE DAY IS JANUARY 23rdSour Cream Apple Pie Recipe Inside!

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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 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) 258-5552Jen Riha 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.

Straight Dough from the CEO By Dave Schmidt, CEO

As we come to the close of 2014, I am reminded often of the history of our great organization and the resilient strength our members have to meet the many challenges of the baking industry!

There are some things about baking that will always be the same, such as the use of grain based foods, the freshness our customers seek, and of course, the great relationships our industry shares with agriculture. Many of the ways to do business quickly change as does the way the WBA works to serve you, our members. In order to meet that ever changing need, we must take a solid look at just how we, as your association, meet those changes for the future.

110 years is a long time for any organization to be in existence and we have been fortunate to have volunteers elected year after year to serve as Directors on the WBA Board to guide that path. Sometimes businesses need the advice of others to continue to grow or guide changes that are necessary for the future. It is with those thoughts in mind that we will begin the process of evaluating the future of the WBA and how we will meet the needs of future generations of bakers.

In a recent survey, more than 250 past and current members were asked several questions on how they viewed the needs of the association. Unfortunately, the response was minimal but the feedback was very helpful!

As we work to renew the WBA, I would like to invite you to revisit the survey and give some thoughts to it after the busy holiday season. Your consideration and opinions are important. After all, the WBA is about you – bakery owners and industry partners!

As we collect your information, we will be conducting a special strategy session on Tuesday, January, 27th at the Education Center located at Valley Bakers Facilities in the Appleton area. We will spend time with key board members, industry partners, and invited guests to form a strategy towards shaping the WBA of tomorrow. We will continue to support education and focus on the future generations of bakers in our industry as they are truly the key to the baking industry’s future success!

Please contact me to share your thoughts as we all need a strong WBA for the industry to thrive.

Happy New Year!

Dave Schmidt, CEO

BEYOND BAKING NOVEMBER-DECEMBER 20143

Dave Schmidt, CEO

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

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

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 Jen at info@wibakers.com or (800) 542-2688

Your bakery didn’t grow overnight. It came from years of hard work, confidence in what you do, and making smart decisions.

That’s why an insurance policy from West Bend makes sense. It protects your valuable and hard-earned business so you can focus

on doing what you do best ... and create a legacy for the next generation of bakers.

With West Bend, you’re backed by the knowledge and experience of an independent insurance agent.

West Bend. Insurance you buy when you can’t afford anything less.

the hardest to get.

When you run a business, you know. The most valuable things are also

This program is endorsed by the Wisconsin Baker’s Association.

To find out more, contact an official supplier of the Silver Lining®.For the name of an agency near you , visit thesilverlining.com.

SOUR CREAM APPLE PIE Ingredients AmountGranulated Sugar 1 ½ CupsAll Purpose Flour 4 Tbs.Salt 1/8 tsp. Sweetened Condensed Milk 1 canSour Cream 16 oz.Vanilla extract 1 tsp. Almond extract 1 tsp.

Blend these ingredients until smooth, then add:

4 cups - Shredded Granny Smith Apples (peeled and juice squeezed off)

Pour evenly into:

2- 9” lined pastry shells ( pie pans) using your favorite pie crust formula or refrigerated crust!

Bake at 400 degrees for 15 minutes, then reduce temperature to 350 degreese and continue baking for 40-45 minutes longer!

Prepare Cinnamon Crumb Topping:

Blend just until crumbs form - 1 cup of Granulated Sugar, 1 cup of All Purpose Flour, 1 ½ cups butter (unsalted) and 3 teaspoons of Cinnamon! Crumbs should be rich brown in color and medium to fine texture for even baking!

Increase oven temperature back to 400 deg, top each pie evenly with equal amount of Cinnamon Crumb Topping and bake for an additional 15 minutes. The center of the pies should be firm before topping them!

Cool completely and refrigerate the remaining pie as it contains real dairy products! Plus, it tastes great cold with fresh whipped cream!

GET READY FOR NATIONAL PIE DAY!JANUARY 23, 2015

MATC Baking and Pastry Arts Students Competed in 2014 Gingerbread House Competition By Jen Riha

The scents of gingerbread wafted through the halls of MATC as student competed in the 2014 Gingerbread House Competition hosted by the WBA and MATC Foundation. Over thirty two houses were submitted this year with themes ranging from “The Nightmare Before Christmas” to “Miller Park”. The process for these students started weeks ago as the students were required to submit overall concepts and prototypes to their instructors. Constructed of mostly edible elements, several of the houses included candy glass, licorice, fondant, and various other candies.

The judging of these incredible works of art was held on Friday, December 5th at the Downtown Mil-waukee campus with a panel of four judges from the baking, dairy, and entertainment industries. The stu-dents were judged on creativity, technical accuracy, and overall quality. The gingerbread houses were then taken to the Milwaukee Public Market to be displayed for auction and viewing for the general public. Visitors were encouraged to enjoy and judge their favorite to be crowned “People’s Favorite”.

Students and their families gathered on December 16th at the Milwaukee Public Market for a ceremony including the heartfelt words of MATC and WBA Staff, complimenting them on their hard work, creativity, and dedication. “You all should be extremely proud of yourselves,” WBA’s CEO Dave Schmidt addressed students. Schmidt called this year’s competition “one of the best, yet”. Both inspiring and sincere, students cheered and gave high fives as the winners were announced, supporting their fellow classmates and friends. The winners were awarded certificates, medals, and cash prizes. All of the houses were auctioned off with proceeds going to scholarships for baking and pastry art students.

These students are turning heads with their talent, creativity and dedication. It is exciting to watch the future bakers of Wisconsin and the sheer talent of these young people. The future of baking is shaping up to be quite sweet, indeed. BB

Photos by Jen Riha (above) 1st Place: Monica Beltran

(below) People’s Choice: Corey Cleary

IDDBA’s What’s In Store 2015: Bakery Trends ForecastPress release by IDDBA

Health, indulgence, and portion size are top drivers of consumer purchases at in-store bakeries, as evidenced by findings in What’s in Store 2015, the 29th edition of the annual food industry and consumer trends publication of the International Dairy-Deli-Bakery Association™ (IDDBA).

Among the highlights of the Bakery chapter:

• Consumers look at product presentation, freshness, taste, and selection when shopping the in-store bakery.

• Indulgence, health benefits, and single-serve options are top trends in today’s in-store bakeries.• Smaller-sized products are driving more frequent and diverse trips to in-store bakeries than

larger, special occasion products.• Household size and age are prominent factors impacting in-store bakery sales. Hispanic shoppers

are an important demographic for in-store bakeries, while Millennials create sales opportunities due to their quick-trip shopping patterns.

• Consumers are seeking bakery products made with high fiber and fresh and whole grains, while avoiding high fructose corn syrup, trans fats, and hydrogenated fats.

• The demand for gluten-free products is spurring the use of ingredients such as rice flours, corn flour and meal, ancient grains, and tubers and pulses.

• New waves of hybrid products continue to hit the scene, as well as new twists on nostalgic, traditional sweets.

Lynn Brotzman, associate client manager, Nielsen Perishables Group, told IDDBA that consumer-perceived health benefits are driving variety in bakery products. “We’re seeing greater use of ‘super-foods’ in bakery products, such as pomegranate and chia seeds, especially in breakfast bakery,” she said. “Gluten-free breads, rolls, and muffins are also generating interest.”Continued on next page

Bakery Trends Forecast - continued

One group that’s especially drawn to healthier food options in the bakery department are Millennials, according to IDDBA’s original research, Engaging the Evolving Shopper: Serving the New American Appetite.

“As Millennials are 50% more likely than Boomers to place an importance on digestion-related health claims such as gluten- or lactose-free, in-store bakeries should focus on the cues of whole grains, gluten-free products, authenticity, and freshly-baked items and healthy snacks that deliver an image of greater relevance for the Millennial shopper,” according to Eric Richard, education coordinator, IDDBA. “This can be achieved through visual impressions and department signs, which have a high interest among Millennials.

“IDDBA research also shows that 39% of Millennials purchase their baked goods at preferred stores and not their primary store, where they buy most of their food and grocery items,” he added. “Bakeries can become more relevant in the eyes of Millennials by offering a mix of artisan breads and lunches.”

What’s in Store 2015, our 29th edition, is a 224-page trends report that details consumer and industry trends affecting the in-store dairy case, cheese case, bakery, deli, and foodservice departments. Its 200+ tables, developed in cooperation with leading industry firms and associations, include department sales, per capita consumption, consumer preferences, system 2, UPC, and private label sales data. The purchase of What’s in Store 2015 includes access to What’s in Store Online, a collection of downloadable tables from the book, plus white papers and trends articles (many with accompanying downloadable tables) that offer supplementary in-depth trends information. Be sure to save time using our Reference Links—these are web homepage links to all of the businesses referenced in What’s in Store 2015. The cost is $99 for IDDBA members and $399 for non-members, plus shipping and handling. For more information and to order, visit iddba.org/wis.

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 any-where, 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, plus shipping and handling. For more information and to order, visit iddba.org/engagingevolvingshopper.

About IDDBA: IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese, and supermarket foodservice industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, training programs, management tools, and an annual trends report. For more information, contact IDDBA at 608.310.5000 or visit our website, www.iddba.org. BB

BEYOND BAKING NOVEMBER-DECEMBER 201411

Milwaukee Area Technical College, Milwaukee, WIMadison Area Technical College, Madison, WIMoraine Park Technical College, Fond du Lac, WIFox Valley Technical College, Appleton, WICook Specialty Company Inc., West Allis, WIGrebe’s Bakeries, Milwaukee, WILehmann’s Bakery, Sturtevant, WI

Thank You!

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

Interested in joining the WBA?

Contact the Wisconsin Bakers Association to find out how you can join for as little as 34 cents a day! Our office is open Monday through Friday from 8 am - 4 pm. Call (800) 542-2688 or email info@wibakers.com to learn more!

Welcome to our newest members!

The Swiss Colony, Monroe, WICupcakery & Bake Shop (2 1/2 Cups), MarshfieldRedco Foodservice Equipment, LLC, New Berlin

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

West Allis, WI 53227www.wibakers.com

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 © 2014 Wisconsin Bakers Association, Inc.All rights reserved. Duplications prohibited in whole orpart in any medium without prior consent from the publisher/editor.