Four Elements to tell your bakery story
I’d like to tell your bakery story. After all, food is what holds all cultures and peoples together. Even Jesus fed the masses.
Tattered recipes on quaintly decorated and lined recipe cards, and self-published church cookbooks tucked into drawers, hold great and deep family history –and sometimes earth-moving secrets of our dearly departed clan.
We gather to eat, sometimes in silence, sometimes amidst clamoring kids spilling drinks and complaining they’re not hungry with anxious, young parents who insist that they must be. We eat at weddings with joy and nostalgia. We eat at funeral wakes with sorrow and nostalgia. We eat at Fourth of July parties with excitement and nostalgia. We eat on Sundays to celebrate the close of one week and the start of the next with sorting, organizing, and nostalgia.
Somebody’s hands prepared that food. Somebody’s hands defined that recipe. Somebody’s hands chopped, peeled, measured, filled, rolled, and baked. Somebody’s heart went into every detail for you. Because they couldn’t not. That’s their love language… baking is how they say “I love you!”
I am always intrigued to see my grandmother Lily’s handwriting. I have her neighbor, Loretta’s potato salad recipe and banana cake recorded on the back of a receipt and a used-up score sheet from Michigan Rummy. Many hand-written treasures are in the back of a food-stained, dusty Betty Crocker classic cookbook. When I read her recipes, it’s like I want to touch her somehow, feel her warmth, watch her work, and look up at her award-winning smile. Oh to hear her laugh again as her eyes crinkled upwards in the corners.
I imagine your bakery nestled in the heart of your charming town. It’s more than a place that bakes bread and pastries, isn’t it? It’s where your heart and soul live. Your bakery is a gathering place for the locals. It’s a place where the aroma of fresh-baked goods mingles with the laughter and tinkle of satisfied customers. Let’s spur your memory of why you started that bakery after all. Let’s take a journey and delve into your sweet and savory story. I’ll go first.
Here are four key elements that helped shape the essence of my bakery, how I developed a community of folks who were as devoted followers as any and worked myself right out of a job.
1. The Signature Recipe
Every bakery has a secret weapon, a recipe that sets them apart and keeps patrons coming back for more; for Claire’s French Bakery, it’s bread.
My Wild Wyoming Sourdough is coveted by many and attained by few these days due to my absence with so much travel. My husband might quip and complain that I know my sourdough starter better than I know him. I’ve spent many sleepless nights feeding that starter and kneading that dough. It’s true! The secret behind its irresistible allure? A touch of love, hours of research and development, and of course all the wild yeast pulsing through big, wonderful Wyoming and my backyard.
Wild yeast is everywhere and you too can capture it with a slurry of flour, water, and time.
But your sourdough starter will be your own. If you live in San Francisco you can have a starter right off the bay. If you live in Montana you can have a starter right off the mountain. If you live in the south of France you can have a starter that wreaks of ‘oh la la. The secret is finding a rhythm in the feeding and keeping of your sourdough starter. It’s not hard, it simply takes time. It’s a labor of love that ferments to utter perfection and smells oh-so-good. As a baker, I’m sure you can relate.
I have about six signature breads to delight my clientele. Russian Rye, Sun Dried Tomato Sourdough, and German Rye to name a few. I’m passionate about my bread and it shows in my work.
Sourdough bread has a rich history that dates back thousands of years, from 1,500 BC up through the ages. In the 19th century during the California Gold Rush, pioneers and miners relied on their sourdough starter as a portable source of leavening. With commercial yeast finding its way into factories in later years, sourdough bread became less common.
It has made quite a comeback in this century as home bakers and artisanal bakeries are embracing its traditional methods of preparation, fermentation, golden crunchy, chewy crust, and distinctive tangy flavor that only sourdough bread can bring.
Does your bakery make bread and rolls? What is your favorite to make and why? What popular items do your customers buy and what are their comments? Do you maintain your own sourdough starter? Do you have other recipes in which you utilize your starter? What other flour/grains have you created with?
2. A Taste of Tradition
What sets Claire’s French Bakery apart from other bakeries is our unwavering dedication to tradition. We preserve the timeless art of baking. In this age of instant gratification, patience and meticulous craftsmanship are essential to creating mouth-watering creations. The process of making our famous bread is an event in itself. Flour, water, yeast, and salt are transformed into works of edible art over hours or even days. Each loaf is a product of heart, time, and care.
Some doughs rise and ferment naturally, allowing the flavors to develop fully, while others are combined with commercial yeast and forced into delightful scrumptiousness. Breadmaking is a craft that requires patience and precision, but the results are worth it for the bread maker and the bread eater.
For me, there’s no better therapy than getting my hands in that dough, smelling the smells, scaling the portions, rolling, shaping, and raising them to perfection. So many thoughts, songs, hopes, and dreams twirling in my head. I find myself joining in tradition as I reflect and somehow channel the olden days and all the women who have gone before me to nourish the hearts and souls of loved ones with our artful creations.
It’s my art. It’s my gift to the world. I love to watch people eat and see them get happier doing so. The aroma and taste of good bread can take us right back to the homeland. It can take us back to our granny’s kitchen or the favorite corner bakery your Aunt used to walk you down to when you were too little to go by yourself.
As if all the carbs of a giant dollop of mashed potatoes weren’t enough, you may remember your grandpa mopping his plate with a huge hunk of homemade bread after a Sunday supper of pot roast and dark, brown gravy. Talk about tradition — our family never sat down to eat when there wasn’t bread on the table –even if it was straight from the little polka dot bag.
Where did you learn to bake? Why do you bake? Is there someone you copy or who has mentored you? Tell me your memories of sit-down dinners with your family. Did your hometown have a bakery? How often did you go there and with whom? What did you eat there? What impact did it have on your life?
3. Local Sourcing and Fresh Ingredients
Claire’s French Bakery doesn’t just excel in its recipes and formulas; it also prides itself on sourcing the freshest, local ingredients. The story of sourcing local fare is a tale of commitment to the community and a dedication to sustainability.
Having got my start at the local farmers market in our area, Claire’s supporting local farmers and producers isn’t just a trend; it’s a way of life. Our bakery works with local farmers to acquire the finest fruits, honey, and grains for our creations. Our local university has planted ancient grains over the past few years and has given me emmer and spelt to test out in my breads. It’s nutty, rich, and nutritious too.
We fashion our menus around what’s seasonally available to uphold the most delectable flavor profiles in all our pastries, tarts, and pies. This practice not only guarantees quality but also strengthens the bond between the bakery and the local agricultural community.
These folks are like family as we live just up the road from one another and our kids and grandkids go to the same schools. We may attend the same churches and frequent the same stores. It’s a typical small town and you’re most certainly going to run into one another. Why don’t we just share our passions/creations to make everyone’s lives better? I hope you get to share that same camaraderie with your wholesalers and local farmers.
What ingredients do you locally source and why? What’s your wholesaler’s story? What kind of honey do you use and from which local merchant? Farm fresh eggs? Who has the best apples and pears? How does your neighbor’s garden grow?
4. Community Engagement
Bakeries are not just places of business; they are integral parts of the community. They’re the hub of morning rituals and activity. People get a great start to their day by visiting the corner bakery, sampling the traditional wares, and conversing over fresh, hot coffee, tea, and espresso. Claire’s French Bakery understands that our success is intricately tied to the support and loyalty of the community.
We not only serve the community; we’re part of the community. We’ve been known to host events like baking classes for kids, seniors, and everyone in between. These classes provide hands-on experience for people, where they can learn the art of baking from experienced bakers at the heart of the bakery.
Macaron classes are very popular, and I’ve been known to give away a jar or two of sourdough starter with instructions to start a wonderful habit in someone’s life.
Beyond teaching the art of baking, Claire’s believes in giving back. We have partnered with local charities to donate pastries and bread to those in need. It’s a bit of a ‘secret sister union’ that keeps its finger on the pulse of our community and takes care of people. I mean, why wouldn’t you? Baking is my passion. I can’t not do it. I bet you feel the same way. Do you take part in local activities, events, and charities? Why? Do you teach classes at your bakery? If so, which ones and why?
I hope you enjoy the interaction with customers becoming friends. Nurturing and nourishing people … it’s what we do.
One For the Books
In the world of bakeries, yours can stand as a shining example of how these four key elements have shaped the story of a beloved local establishment. From your signature recipe, which may be steeped in family tradition, to your commitment to using fresh, local ingredients, your dedication to preserving the art of baking, and your active engagement with the community, you can create a narrative that goes way beyond the goods you sell.
I know yours is a story of heart, passion, and a deep connection to the people within your community. Let the people who walk through the doors of your bakery know they’re not just enjoying a pastry; they’re partaking in a tale that has a genuine, rich, history. Your bakery story is worth telling. Enrich your community’s lives with more than your glorious bakes.
Give me a call for a short 15-minute interview. I’d love to visit and write a blog for your website to draw in new clientele and share your passion for baking.
Contact me at DianeWhitlockAgency.com or read more blogs at dianecwhitlock.com
