Up in the Air Again

I flew to San Francisco again on Saturday and write this as I fly back after a two-day stay. I didn’t see much of that wonderful city I love so much as I spent much of my time in the kitchen of my hosts.

Dave McElroy and Kathryn Morrison are people of enormous enthusiasm and great generosity.

P1010544_1024

They express those two attributes publically about 15 times each year by giving fund-raising dinners in their home.

When I say they give the dinners, I don’t mean that they merely lend their home for dinners others put on. I mean that they turn their house upside down and buy the food and generally cook the food and host the dinners – all for the benefit of organizations whose causes they care about or causes their friends care about – like tsunami relief, Obama reelection, a women’s clinic in Africa, AIDS awareness, a Philippine mission, a community music center, and so on.

IMG_1720

The McElroy/Morrison home is not a Pacific Heights mansion.

IMG_2936

It is a modest house in the Glen Park neighborhood that once was a working class section of the city. Nothing in San Francisco is working class any longer but the homes in this section aren’t quite as chichi perhaps as those in other parts of the city.

The fund-raising dinner for which I flew out is one I have worked on in previous years. It benefits Creativity Explored on whose board Kathryn serves.

This is an enormous amount of work. McElroy and Morrison converted their living room into a dining room and their hall became an exhibition of art to be auctioned. They held two dinners the first of which was attended 24 people who spent a minimum of $125 and the second of which, attended by 22 people, cost a minimum of $250.

1304027481overview

Creativity Explored is a visual arts center that for more than 30 years has provided a work and exhibition space for 160 artists with adult developmental issues like Down’s syndrome and other conditions. One of the dinners – the one on which I worked – sold out 16 hours after it was announced by Internet and the other within two days

The contribution of these fund-raising efforts is a pittance in the budgets of Creativity Explored but they are community events attended by friends, people in the food business, people active in charities and who care about this organization, people who attend such events.  They came for the food. They came for the cause. They came for the art displayed on the walls of the McElroy/Morrison home and available for purchase. And they bought it.

11401367_10152992228830945_2410959309052698594_n

All this is in a great tradition. Nothing is more American than voluntary action, the giving impulse.

“Americans of all ages, all conditions, and all dispositions constantly form associations. They have not only commercial and manufacturing associations, in which all partake, but associations of a thousand other kinds – religious, moral, serious, futile, general or restricted, enormous or diminutive. Wherever at the head of some new undertaking you see the government of France, or a man of rank in England, in the United States you will be sure to find an association.”                                          — Alexis de Tocqueville

Our “chef’s dinner” was a comparatively modest affair.   Dinners like these, fund-raisers based on food, can be twelve-course extravaganzas painful to endure. Ours on the other hand consisted of five courses – certainly enough – each one prepared by a different chef. I, because it is late spring and greens are at their peak with vegetables coming on, chose to do a seasonal bread salad.

11430270_10152994087350945_1799032798587441311_n

I arrived in San Francisco on Saturday at mid-day in time to go grocery shopping at the Ferry Plaza Market. Although now profoundly yuppy-ized and really expensive, this outdoor market on the Embarcadero attracts farmers who offer spectacular produce.   I couldn’t help as I shopped for greens of exotic varieties and summer squash and perfect peas also buying a few peaches and apricots for myself. (When do we deprived Washingtonians get ripe, firm apricots?)

ferry-building-farmers-market-cc

Early on Saturday morning I began my work taking a break to visit B Bakery in Pacific Heights where Michel Suas (see Up in the Air, September 17, 2013) had set aside some beautiful loaves, his donation to the dinner.

By the time the other chefs arrived, I had prepared vegetables to be grilled for my salad and the cumin-marash pepper dressing, and had baked ginger-black pepper cookies to accompany a peach ice cream made by Anne Walker, co-owner of Bi-Rite Market, another great institution in food-crazed San Francisco.

11224121_10152994087805945_6251147435059731314_n

Guests arrived promptly and with great enthusiasm drank a bubbly Loire rose´, one of the six wines donated by guests and by Bi-Rite.

In dinners like these multi-course affairs no portion is huge in size (although the veal chop, our main course, was hardly modest). But as the guests ate happily through shellfish, vegetables, pasta, and red meat, they appeared to feel deprived of nothing.

10410649_10152994087670945_9050227827289549280_n

I have been a food professional for 25 years and have participated in several fund-raisers each year. My first great fund-raising love was the Zoofari, a walk-around on the grounds of the National Zoo. Now, however, I avoid this most common style of food-based fund-raiser, the bazaar, a large space given over to booths at which restaurants serve foods to guests who walk from one booth to another.

The virtue of this style is that it can accommodate hundreds of guests and can raise huge amounts of money.

But after many years of watching people wander apparently joylessly from booth to booth, tasting a beef filet, followed by a molten chocolate cake, followed by a barbecued pork rib, followed by a poached scallop and then a strawberry granita, I decided I could no longer bear to watch people eat that way. I prefer what we did at Dave and Kate’s home, a comparatively modest menu of foods that complement each other.

11535819_10152994087235945_8739928303030294860_n

Our guests on Sunday were animated and enthusiastic and, sitting at two tables of eleven people, had a real dinner party.

The chefs donated the food. We cooked it generally in our kitchens (except of course for me because my kitchen was 3,000 miles away). We stood during the service shoulder to shoulder in the modest galley kitchen, Staffan Terje kneeling at the oven to poke his veal roasts, Joyce Goldstein, the great chef-owner of Square One, America’s first Mediterranean restaurant, meticulously slicing her lasagna.

10325564_10152994087530945_5358949478980264313_n

We helped each other plate the courses, drinking the wines the guests were drinking as well as the aquavit brought by Staffan, the Swedish chef of Perbacco, the Piemontese restaurant in San Francisco.   Off to the side two other volunteers washed dishes all evening long.

I like these events, especially, of course, the ones in San Francisco. It may seem peculiar, spending Bread Furst’s money to help raise money in a city 3,000 miles away particularly as there are so many needs in Washington.  It may even seem excessive.

But this is part of the food business: A cause important to a colleague becomes my cause. Something I haven’t thought about before becomes part of my life. And then I get the pleasures of mixing hard work with the pleasures of that work, enjoying the colleagueship of others who escape their kitchens for a little cooking, eating and drinking.

It occurs to me from time to time that I am in one of the few professions in which we who practice can enjoy the fruits of what we do, enjoy the pleasures we give to others.

Doctors don’t get the opportunity to treat each other for fun. Certainly they don’t give themselves injections while they work. Teachers have to practice in classrooms and don’t teach each other just for fun. Firemen don’t put out fires for fun.

But we who cook are like musicians who play with and for each other just for pleasure. We can share the enjoyment of cooking and eating and drinking with our colleagues. What makes it really special is that we are treating each other to such pleasures for a good cause.

Bread On the Table

Some people in the food business (although not nearly enough) read The Art of Eating, an erudite quarterly periodical available also at very few newsstands. It carries stories on bay leaves and on pork in Southwest France, about bread, about butter, articles that go deeply into food. It has about 10,000 subscribers and is produced by Edward Baer, a Washingtonian who has spent most of his life in Vermont.

Edward_Behr_The_Art_of_Eating            In a recent issue Baer bemoaned the gradual disappearance of bread in restaurants.   Although I think he is being somewhat apocalyptic, it is certainly true that many restaurants now do not serve bread.

Imagine it! Practically as long as there have been restaurants, bread has been served virtually as soon as guests sit down.   Although it is still the practice in lots of restaurants it is now far from universal.

The first question you are asked when you go to a restaurant nowadays is, “Will you have sparkling, still or tap water.”   In other words, would you like to buy our (disproportionately priced) bottled water or settle for the free water that comes to us in very old pipes from the District of Columbia?

I confess to you that the offer of water – whether sparkling, still or tap – is a hospitality practice I simply don’t understand as I am not a great enthusiast of water as a beverage.   (My grandmother used to say, “Water is for bathing.”) But even putting aside my peculiar view, why do restaurants think that offering to give or sell water is a generous way to greet their customers?

I think being offered bread is a real gesture of hospitality.   Bread, after all, is the most traditional, even sacred of foods and offering it is a way of saying “I am offering your something of great value. Welcome to my home.”

Bread Basket

Bread Basket

Some restaurants, respecting this tradition, try to make their own bread. But many learn that they don’t do that very well. They don’t have the skill or the equipment, particularly the oven to do it. Others conclude that making bread requires too much labor and is too costly. Some decide to charge for bread and others try to do without.

Other restaurateurs argue that too many people complain about gluten sensitivity and don’t want to be offered bread. Why should we bother having something that offends customers upon their arrival?

Then there are those who think bread doesn’t belong in their restaurants because their concepts are small plates or…molecular food…or something else.

Most good restaurants do still serve bread and treat it as a cost they must absorb. Sometimes it’s a very significant cost.   A busy restaurant can spend $ 200 a day or more to buy bread from bakeries.

Bread Furst is the beneficiary of some of that restaurant generosity to its customers but we sell bread to just a few restaurants. Even though it’s only a few, I am once again violating a commitment I made to myself – to make this bakery strictly retail and to avoid the wholesale business altogether.

When I became a baker in 1990 I didn’t know enough about the bakery business even to think of baking for the wholesale trade.   I wanted Marvelous Market to be a neighborhood bakery. But when it became such a success so quickly, the world came to our doors – at least it seemed that way. The parade was led by Jean Louis Palladin.

I received a telephone call one day and the voice on the other end of the line, raspy and heavily accented, said, “Ziss ees Jean Louis Palladin. My vfife bought your baguette and I wont your bread for my restaurant.”

palladin-at-watergate.png

This was call for which in every respect I was entirely unprepared and I thought it was the joke of a friend pretending to speak English with a French accent, but one so thick it wasn’t believable. But it was in fact M. Palladin who had the unbelievable accent and that is how my wholesale career began.

Bread wholesale grew at Marvelous Market and in 1993 I built a big bakery to accommodate it. (A mistake of hubris that dunked my career after only four years.)

At The BreadLine I did not repeat the mistake of expansion but once again I did build a wholesale business. It just seemed like the right thing to do.

Bread-making equipment is expensive. A mixer like ours costs $12,000 and altogether a bakery of our size requires an investment of $150,000 just in equipment. Once having bought it all, one is tempted to use it as much as possible to justify expenditures of that magnitude.

IMG_0670

So at The BreadLine wholesale bread to restaurants and stores grew to be a third of the revenues.

But making bread and selling it to restaurants and stores is a business quite different from what we do at Bread Furst.  Baking bread for wholesale requires a delivery establishment including vehicles, drivers, packers, and additional insurance. It means that breads must be baked in time for their delivery early in the morning. Inevitably some breads don’t proof quickly enough, and rushing to meet delivery deadlines, the bakers bake too too soon.  Those breads are then packed hot and lying atop one another are crushed on the truck and arrive at the customers’ doors smelling of hot, wet bag.

And then for certain some restaurant customers pay slowly and some not at all. So there’s a lot more bookkeeping and accounting. And the boss (me) spends his time on the telephone trying to get payment commitments from customers who bob and duck and make excuses. So gradually making breads and foods becomes less a priority than making collections.

But Bread Furst a neighborhood bakery.   Making breads and pastries for our customers is what we do.   So although because restaurants call it’s tempting once again to build a wholesale business.  But we’re really not doing that.

I intended Bread Furst not to sell breads at wholesale.

Fabio-Trabocchi-515x438

But even before we opened, even before we began to practice baking, Fabio Trabocchi, owner of Fiola, began to send regular text messages to my telephone: “When will you sell bread to me?”

He sent texts to me two or three times a week.

Ed Sands, the owner of Calvert Woodley Wines and Spirits walked up the street to us with his son to tell us he wanted our breads.

Calvert Woodley? It’s 350 yards away from us. All we had to do was walk a couple of bags of bread down the street. And having our breads in a neighborhood institution like Calvert Wodley fit my notions about being a service to the neighborhood.

When we opened a year ago Fabio paid a visit to insist we send our breads to him. But we couldn’t because we had no driver. So for a month or two so Fabio sent someone everyday in his black town car to pick up our breads.

Then in August I went to the anniversary party of The French Laundry where Thomas Keller had in effect rented the town of Yountville, California for an evening, setting up Washington Street with little stalls that served oysters and caviar and foie gras and practically every other food you can think of to hundreds of his friends.

One of them, Daniel Boulud, walked over to me, kissed me on both cheeks and said, “We open next month in Washington. Who is going to make bread for DBGB?”

danielmobile

It’s hard to resist such flattery. Then when Whole Foods asked that we make four of our whole grain breads for its stores, I saw the opportunity to reach far more people with well-made whole grains and I couldn’t resist that either.

But I don’t want our character to change. We used to start our bake at 4 am and now we start at 10 PM. I don’t think we are compromising our quality as we focus first, as we did before, on the dark breads, the ones that benefit from a little aging and then we turn to the large Palladin loaves for the restaurants.

But others are asking for our breads and I have begun to say no. We won’t sell baguettes to any restaurant as baguettes are meant to be fresh and although we now have a part-time driver who spends a couple of hours with his own vehicle, we don’t have a delivery establishment.

But still I have made the compromise I said I wouldn’t make.

The Bond of Trust

I don’t read Yelp; the very word puts me off.

UnknownMany people including my best sons think I should do that and many of my colleagues do so. But if you have been reading these essays for a while you know that I encourage customers to complain directly to me.

And you do:

            “…at opening time…the staff often seems scattered in an irregular tempo and not particularly welcoming. I would suggest they cannot afford to think–Oh–its 7am–we all have to wake up—-They ought to be at their full game and demonstrate through voice and body language that the customer is welcome and appreciated.” 

If someone goes to the trouble of writing to me I respond before day’s end.

We live, as we all know, at a time in which everyone’s voice can be heard. (by all of us including the NSA)

cjeavesconversation

The Internet makes it possible for customers to communicate with me as instantly as they choose. A few choose to use more fiendishly public ways of making their voices heard.

On April 23, the chairman of the Forest Hills Advisory Neighborhood Commission sent me a posting by “Ann Jones” on the Tenleytown website. I put her name in parentheses as it turns out this isn’t her real name. She wrote:

The Department of Health wants to know if you have gotten sick from Bread Furst on Connecticut Avenue. Please contact them asap if you did. I did get very sick from food/ drinks at Bread Furst. Please beware and warn your neighbors. Food poisoning is no fun.

I was alarmed – you might suppose I would be and I wrote to “Ms. Jones” right away. She didn’t respond but Adam Tope did – immediately. Tope is the chairman of our ANC .

Readers who don’t live in Washington might be forgiven for not knowing we don’t really have home rule here. Since 1973 Congress has graciously permitted us to elect local officials (like our mayor) and has allow those officials to carry out some of the powers of government that are generally exercised by elected officials in a democratic society.

In 1974 DC voters created the ANC structure and these unpaid citizens elected by their neighborhoods exercise a lot of power on matters affecting their neighborhoods – parking, improvements, liquor licenses, zoning – many of decisions about life in this city.

anc-logoThis is a good thing, I believe. The ANC commissioners are really close to their constituents.

The ANC in our area has been very supportive of Bread Furst and Tope came to see me; I believe because he was concerned about Ms. Jones’ complaint.

Right away I was invited by Joe MacDonald, a customer, to write a response via the Tenleytown Listserve; and I did:

            Ah yes, the age of Internet.  One scurrilous comment that goes onto an email that reaches hundreds of people.  

            I wrote to the woman when this was passed to me yesterday to ask for particulars.  How did she get food poisoning at Bread Furst?  What did she eat?  When was she there?            

             But she didn’t respond. 

            We are a new and small local business.  We buy the best ingredients we can get — hams from Heritage Foods in the Hudson Valley, daily from Pennsylvania, bacon from Allan Benton in Tennessee, organic flour, fruits, eggs and vegetables from Pennsylvania Amish farms.  

            We are scrupulous in our hygiene and in food storage.  We know a lot about food-bourn illnesses.  Knowing about them and taking precautions is a vital part of our job.  

            People put things we make into their bodies.  There is no more personal act than that and we take very seriously the trust required to do that.

            This woman has called into question whether people should trust us.  I wish she would also come forward to tell us who she is and what her experience was.

She didn’t. A few others wrote to the Tenleytown list questioning her and some wrote nice things about Bread Furst.

imagesFinally on Friday, as I expected, our health inspector came, complaint in hand to inspect our facility.

I imagine you know that food production places – bakeries, restaurants, sausage-makers – whoever makes food for sale comes under the jurisdiction of a local health department. Some who make food are inspected by the U.S. Department of Agriculture but most of us are watched by local health departments.

This obviously is a good thing. It is reassuring of course to consumers but even more important it is a good way for us to learn from dispassionate authority how we are doing in our most basic responsibility, to help our customers stay healthy.

The inspector assigned to our neighborhood is a polite, careful lady, Alice Jackson, who announced herself to one of our staff and was putting on her lab coat as I came to greet her. She told me that she was there because of a citizen complaint and I told her I had been expecting her visit.

We chatted.

images-1

I did not spend much time with her as she did her job – inspecting our walk-in refrigerator and our kitchens, taking temperature readings of our food both inside and outside our refrigerators and the temperatures of our refrigeration itself, and our hot water. I don’t think she wanted me to spend time with her.

She asked questions about our food particularly about the food “Ms. Jones” said she had bought and eaten. As it turned out she hadn’t bought here what she complained about as we don’t make a sandwich resembling what she thought made her sick.

Ms. Jackson then sat for a long time in Shivani’s corner and with her laptop wrote a report that was available to me immediately on line. She found one “non-critical violation” – barbecue being cooled at room temperature instead of immediately in the walk-in or freezer; and she told me that we really must embark on our development of a plan for HACCP system. (HACCP is hazard analysis and critical control points, a simple system for tracking foods through their preparation and holding.)

haccp

Since opening one year ago, we have been inspected three times by the health department. Ms. Jackson by this time knows us well. I want her criticisms and suggestions and having health inspections is sobering and useful to the staff.

Preparing foods that others eat is a big responsibility. Every day many people put their well being in our hands and if you stop to think about the number of people who have their hands in the food you eat outside your home, you might wish to prepare more of your own food than you do these days.

We who prepare it for you are surrounded by a body of regulations and physical organization that makes it easy to follow those regulations – hand-washing stations, red sanitizer buckets, cleaning chemicals, physical separation of chemicals from food, and a lot of available instruction to those who get licensed as “food handlers.” We have the wherewithal to protect your health.

But Bread Furst’s business is growing so fast that it’s hard to keep up. We have a cleaning staff of four and two electric dishwashers and a bakery never clean enough and orderly enough for me. That’s why you often see me at crowded times wiping tables and cleaning windows.

But although we’re often packed with customers and at those crowded times customers to my horror sit down at tables that have just been vacated and aren’t wiped, still we don’t sacrifice sanitation in our food-handling – ever.

But one woman thought we had made her sick and she filed a complaint. She was wrong and should have made herself available so that I could learn about her experience. But thereafter everything worked as it should. The neighborhood responded through the Tenleytown Web site. The health department responded and looked carefully at the complaint. And we were absolved of responsibility for her “illness.”

Ain’t democracy wonderful?

I Have a Problem

“You have a problem and it’s up to you to figure it out,” a customer said to me. She’s right and I am trying.

She was sitting at one of our tables on a Saturday morning, the busiest single time of the week for us and she had two computers open in front of her. I asked if she had finished her coffee and would relinquish the table to those who were wandering the aisles food in hand looking for places to sit.

images-2

She didn’t like at all how I asked and I pleaded with her to tell me a better way of asking; that’s when she told me it’s my problem to figure out what to say.

The day before, at a Friday lunchtime, also very busy, I had had the same experience and an email exchange with an erudite woman who called her protest “Chilly Day.”

Last Friday I made my first trip to Bread Furst and fell in love.  I spent my morning eating croissants, drinking tea and working at the back table.  I was overjoyed to watch the fresh breads and trays of pastries being bustled around and to see the famous baker bring a darling little girl behind the counter to personally select her glazed donut…  

Unfortunately, my love affair with Bread Furst ended as quickly as it began.  Apparently the famous baker’s demeanor turns frosty with the weather and after one hour huddled in a small corner of a side counter finishing my tea and rather dry scone, I was asked to leave.  Mr. Furstenberg informed me that Bread Furst was not a workspace and I was going to have to finish up…

I apologize for believing that because you served coffee and tea and pastries that you would function like every other cafe in the city, allowing patrons to read, write, converse and ponder.  As I’m sure was your objective in so rudely dismissing me today, you will see my face no more.  But, I’ll also be informing the dozens of others to whom I had previously sung your praises that Bread Furst is not worth their time.  As an attorney and writer, I have come to expect more courtesy and respect than I received in your establishment.  Forgive me for assuming you were in the customer service business.

            I wrote back, “Love’s Savor Lost.”

            It is good of you to write to protest my treatment of you.  Perhaps I was out of line… 

            …(but) I did not plan Bread Furst as a cafe and didn’t put into it enough seating for it to be a cafe.  I wanted very much to create a neighborhood bakery at which people might find really good foods to eat here, to take away, or to eat on the run if they like to eat that way.  I had many reasons for wanting to create a neighborhood bakery…

            I have infinite patience for customers who arrive with their children or their friends and occupy our tables for long visits.  That’s what we’re here for — to be a place where people gather and eat and talk.  

            You say a place for reflection and writing.  I haven’t wanted Bread Furst to be that.  We’re a gathering place, a place of sociability.  You might argue that this is none of my business.  I don’t have the right to determine how people use our bakery as long as they buy a cup of tea.  That is a completely understandable position but it’s not mine…          

            …if people want to occupy our bakery for writing, emailing, research, reflection on Monday afternoon, I don’t mind.  But if people occupy tables on Friday when I see customers looking for tables to sit and eat and talk, is it not my responsibility to see that those customers have a place to sit?… 

            Please come back sometime.  Let me treat you to a cup of tea — or more.  If it’s a Tuesday afternoon, you are welcome to stay as long as you like and do as you like.  But I am going to reserve the right to divide our space during busy periods, particularly on Friday, Saturday and Sunday, among those customers who are here to eat and chat. 

            I hope you will forgive me. 

 

            She didn’t.

*                      *                      *

images-3When my sister Carla Cohen opened the Politics and Prose coffee shop she put into it free wireless Internet service. I would see there the same people day after day sitting with half a cup of coffee, settled in for the morning or the afternoon, sometimes both.

I am not Mr. Businessman but even I thought this was a bad idea. However this fit Carla’s sense of community and she thought of her coffee shop as a service to the neighborhood.

So here I am, more than two decades later trying to establish Bread Furst as something important and valuable to upper northwest Washington and I find myself from time to time asking customers not to use us as their workplace

Certainly a lot has changed in the 20 years since Carla opened Politics and Prose coffee shop. In those days coffee shops were a novelty and generally people worked in their offices or they worked at home but they didn’t think about working in public spaces other than libraries perhaps.

We don’t have public Internet here.   I don’t want it. Bread Furst is a neighborhood bakery, not a coffee shop. We are here for people who want to buy what we bake and take it home or eat it here.

However, having no Internet does not stop people from connecting to the Web in other ways; and from time to time people want to use Bread Furst as their office. They write emails, compose reports and talk often very loudly on their cell phones.

Sometimes when we are busy I say to them, “I am really glad to have you as a customer but others are trying to find a table.”

Usually the people to whom I say that are gracious and considerate of others.

On one Saturday, however, on our busiest day of week a man sat at a table for an hour and a half writing on his computer while talking on his telephone. Finally, seeing customers wandering in the aisle, I said to the man what I say.

images

He looked incredulous. “I am a customer.”

“Yes,” I said, “I am glad you’re here but you’ve been here all morning and others would like to use a table too.”

“You want me to leave?” he asked. “It’s a coffee shop, isn’t it?”

“No,” I said, “It’s a bakery but Starbucks is just down the street.”

“And who are you,” he asked. “You think you own the place or something?”

I do think so, I told him.

“Well let me tell you what you are,” he said, “You’re an as——. “

What is our responsibility here? We are here so that people can buy food and drink from us. We have a pleasant place and people like it. What is a reasonable amount of time for customers to use our space at times when others want to sit too?

Frequently I walk past Dolcezza on Connecticut Avenue and look at customers sitting in its window working at their computers. Starbucks next door is packed nearly always with people at their computers. Those companies like having customers stay for long periods.

working-in-a-coffee-shop1

Indeed, this “third space” concept – a place between home and office where people work or talk on the telephone for long periods surrounded by others – has become a norm in our urban society. But in fact the third space is a place for strangers to share a room and that’s not what I hope we’ll have at Bread Furst.

I do want a third space but one that is community and I’m not at all interested in a place where unassociated people sit with their computers in physical proximity that has nothing to do with relationships. In fact their computers and telephones isolate them in those spaces.  I see that and don’t think I am providing anything more than a chair and table and a cup.

On the other hand I get no greater pleasure at the bakery than in the mornings when the parents of children who go to schools nearby arrive with their children for a donut and a coffee. Sometimes they sit with their children in Shivani’s corner and sometimes they sit at our big table and talk to each other and I feel that we’re making a small difference in their lives.

As a matter of fact, I never say to people talking to each other that they ought to move on no matter how long they occupy our tables.

So I can’t answer the woman who asked me to find a better way of telling people that at busy times – breakfast, lunch, and weekends – they should give up their claim to sit for long periods in our bakery playing with their telephones or responding to email.

I will continue trying and I hope not offend too many more people in the process.

IMG_1654

GIGO

I was a management consultant many years ago, a partner in a firm that specialized in data processing consultation.   I learned nothing from my partners about their specialty but I did like how they responded (privately) to the complaints of their clients.

GIGO. Garbage in; Garbage out.

I have thought about GIGO frequently over the 25 years I have spent making food as I have often had opportunities to replace the expensive ingredients I like to use with ingredients not so expensive. I know whole companies – so you do – and whole restaurant chains – so do you – that buy cheap ingredients and expect to offer good food made from inferior ingredients. But that isn’t possible.

It is possible to ruin good ingredients but it is not possible to make good food from bad ingredients; and that is why we buy the best we can find and frequently I am extravagant.

I really don’t want to use this forum as a commercial for Bread Furst. I like writing about subjects more interesting than how wonderful we are. But people say to me that being too self-effacing is self-defeating and a form of self-centeredness.   And so I write this time about a subject dear to me and I hope not too boring to you.

HeritageHamCrop

The Washington City Paper just wrote a paean to our jambon beurre. What it said is true: It is worth the ten dollars we charge for it. I think we make a really good baguette and it makes a big contribution to the sandwich. But apart from that the sandwich is so good because we get out of its way. We spread 82 percent butter on the baguette, run a thin line of Dijon mustard down the middle, add some good Gruyere thinly sliced and slices of the hams we buy from Heritage Foods.

“Heritage Foods USA exists to promote genetic diversity, small family farms, and a fully traceable food supply. We are committed to making wholesome, delicious and sustainably produced heritage foods available to all Americans. In doing so, we will foster the link between sustainable land use, small-scale food production and preservation of the foods of past generations for future generations.”

We buy these hams every two months or so and they are delivered 500 pounds at a time by a long semi-trailer truck that can’t fit in the alley behind us.

I have a great appetite for finding ingredients for what we make and foods for our shelves. It’s a hobby; it’s fun. At the end of June I will go to New York to a gigantic food show at the Jacob Javits Center; and I will walk miles over two or three days just in the hope of finding a few new foods I want to put on the shelves.

1401373353836

At the winter show, much smaller, I found the distributor of cloudberry preserves and tasted Sweet Ella’s peanut butter both of which are now in our bakery.

I went to a meeting here several months ago and some young women were offering tastes of a bloody mary mix. It turned out that they make it. Dubious, I tasted it. It was really good and when I learned it is made by Gordy’s, a local small company whose pickles we don’t buy because we do our own, I asked them to bring us a case to us to sell here.

Gordy’s bloody mary mix and its cherry pepper relish are on our shelves. As are the Geechie Boy grits Tom Sietsema wrote about in his big Washington Post story this week about Charleston, South Carolina.

hmeContImg

You can see those – as well as the butters and cheeses we select, the lingonberry preserves I used to eat at breakfast, the son of a Swedish father, the marvelous olive oil, honey, jams, and amazing yogurt being imported by the little Greek store at Dupont Circle. (The real Greek yogurt.)

What you don’t see nearly as well are the ingredients that pass from truck to our storage to be used in foods we make.

Did you know that all our flours and grains are organic?   We get as much as we can locally but the bulk of our flours come from Central Milling, an employee-owned business in Utah. I started using its flours at Greystone, the Culinary Institute of America’s Napa Valley campus when I started teaching there in 1995.

Unknown

Our milk comes from Trickling Springs Dairy in Pennsylvania whose “happy cows get all the sunshine and free grass they want during growing season and are not pushed in growth or production by synthetic hormones.”

Our eggs come from Earth and Eats, an Amish coop that delivers to us twice a week and our chickens come from local farms via Huntsman Specialty Game and More.

At some point in the late Nineties I discovered Alan Benton and began to buy his bacon for The BreadLine BLT. At Bread Furst we serve it in great quantities each weekend. His superb ham goes into our new country ham scone.

images

Some years ago at the Ferry Plaza Market in San Francisco, I came across Rancho Gordo’s dried beans, legumes we use at Bread Furst in our white bean and gigante bean salads and hummos and chili with beans (Thursday lunch). It may seem a little precious that we pay $ 980.23 for dried beans and have them sent from California but truly they are better; they have great texture and a distinctively beanier flavor.

Flavor is the point.   The fun of this is finding the best ingredients we can find to make what we like making. Or even better to find wonderful ingredients and imagine recipes for them. Like the new Jerusalem artichoke salad.  If they can be from local sources, that is a double pleasure.   For produce, local is more or less mandatory in my scheme of things.

I am pretty rigid about being local and seasonal when it comes to fruits and vegetables and every year at this time, I wish I were living in California. My friends there send me emails about the asparagus and peas and greens they are buying at their outdoor markets. And I am here enviously reading their emails amidst the apples and butternut squash left over from the autumn.

ferry-building-farmers-market-cc

But I think that seasonal deprivation is one way of celebrating food. I know as well as you that Chilean asparagus is available at Whole Foods. Sometimes I give in and buy eggplant there and make a dark, spicy almost wintery stew. But I really like eating with the seasons.

But it means inevitably that right now I am tired of our winter salads and you must be tired of them too.

Believe it or not spring will come and the farms on which we depend will bring us rhubarb and greens. And then Earth and Eats will run out of butternut squash (finally!) and replace it with strawberries. And Smucker Farms will have affordable greens again. And Northern Neck farm will begin to telephone us each Monday. And finally the farm stands will return to 14th and U Streets and we can tilt virtually our entire menu to what is grown in Maryland, Pennsylvania, and Virginia.

The lentils and cranberry beans will recede.

Each Saturday Robert Dalliah, our chef, and I will resume going early to the Saturday morning market at UDC and picking out what we want. At the end of the market day, those farmers will deliver boxes and boxes of vegetables and fruits they didn’t sell at retail and we’ll buy them at prices less expensive but still high.

Robert will begin to make strawberry jam and then chutney and then relishes and finally tomatoes and tomato sauces and so much more as our canning explodes (so to speak).

This produce we buy is not cheap.  But to get cheap fruits and vegetables we’d have to be both anti-environment and anti-culinary and buy produce from the industrial farms of Mexico and of the Central Valley in California.

We’re not going to do that. We’ll hold out for local local fruits and vegetables even though the American addiction to agricultural subsidies makes cheaper produce grown 3,000 miles away than that which is grown 30 miles away.

Cheap is not the point, however. The point of ingredients is quality, i.e. flavor. That’s why seasonality is so important.   We know when we buy that what we buy expresses what is important to us about being in the food business. So we buy what is good and as much as possible we buy what is local.

It Happens Every Spring

I was a new and passionate baseball fan in 1949 and fell in love with a movie called It Happens Every Spring, Ray Milland, Jean Peters, and Paul Douglas. It was the story of a professor who accidentally invents a potion that repels wood and becomes a pitching phenomenon for the St. Louis Browns baseball team.

Unknown

For many years I find myself thinking about that movie each year as something happens to me every spring other than baseball.

Starting early in each year local food businesses are inundated with requests from schools, public and private, universities, churches and many charitable organizations that look for donations to their auctions and raffles that are part of your life and ours.

This is not new to me as I have been in the food business in Washington for 25 years. But even now after 25 years I don’t fully understand why small independent local businesses, often struggling themselves, are so frequently implored to make contributions to private schools; and I limited Marvelous Market, my first venture, and The BreadLine, my second, to participation in public school auctions and a few other fund-raisers.

Voluntarism is a great American tradition, one that I believe in. Private non-profit voluntary organizations have always been a bedrock of this country. I mean always. In the first half of the 19th Century, Alexis de Tocqueville wrote about our proclivity for joining each other in social activism. Parent-teacher organizations, advisory neighborhood commissions, and other local civic groups are in that tradition.

images

But why do they gravitate so strongly in their requests for donations to local businesses? Why not ask Citibank and UBS to chip in. Shouldn’t British Petroleum and Haliburton be supporting the Murch School? I thought about this as I was driving to Dulles a couple of weeks ago looking at all those buildings with mysterious initials that line the corridor, all those quasi-police and intelligence companies. Are they being asked to donate to Lafayette Elementary?

8133_leesburg_pike

Probably not. Who would know whom to ask – if there is a whom at all.

Again a small business owner after several years as a consultant I am daunted by the sheer number of requests we have received in this spring fund-raising season. Neighborhood schools, schools out of the neighborhood, public schools, private schools, universities and religious schools have sent us letters and forms. Add to those churches, synagogues, arts organizations, civic organizations, and others.

It is important to give back to the community. I believe that. That sentiment has been part of my entire life going back to my social worky and faintly socialist family. And I suppose small neighborhood businesses are singled out like this because they are rooted in neighborhoods and easy to appeal to.

But I really dislike this process. I don’t like to refuse and I don’t refuse. Being a neighborhood business is one of my two highest aspirations in being here – the other being a wonderful bakery. But even though I feel really committed to the neighhborhood I don’t want to scatter dollars here and there and I want to be able to pick causes that seem really important to me.

I have been puzzled and did not know don’t know what to do about this until now. But the number of requests we have received has forced me to consider Bread Furst’s role in the neighborhood and indeed in the city.

We are a new business and although the neighborhood has embraced us tightly we are still just starting and learning how to become prosperous. Our abilities are limited and there are so many needs in our city and our society generally does so little collectively, through government, to meet those needs. The charitable impulse and voluntary contributions are part of America.

I have decided that I am going to respond to all the requests by public schools in our neighborhood by donating a gift certificate – but only this year.

It seems to me that as a food business in a community in which there are so many needs, we should direct our giving and the logical place to direct the giving of a food business is toward hunger. So I have accepted an invitation to participate in the Blue Jeans Ball of the Capital Food Bank and I am going to seek a partnership with one or more of the charitable food enterprises in Washington.

images-1

In the future we are going to forego school auctions and hope that the neighborhood supports that choice.

Mea Culpa

In July 1990, Marvelous Market opened and was a nearly instant success. Just nine months later Uptown Bakers opened in Cleveland Park and not too long after that Baker’s Place joined us and began to open stores very quickly. Then Marvelous Market’s first baker left and opened Firehook in Alexandria.

348s

For a moment it appeared that Washington might become a city of neighborhood bakeries and I was really happy about that prospect. But during the next decade expansion gave way to contraction and neighborhood bakeries faded.

Uptown Bakers turned to the wholesale distribution business and Firehook’s founder left his bakery. Baker’s Place was bought by Marvelous Market and by 2005, just a decade later, Marvelous Market had sold off its bakery and neighborhood bakeries had disappeared. Then Marvelous Market itself disappeared.

I was partially responsible for the failure of my own vision. I expanded Marvelous Market far too soon and lost it; and it was taken over by someone who didn’t understand its virtues. But among the reasons small bakeries failed was that major potential wholesale customers, markets and stores, didn’t buy breads from the new bakeries.

Marvelous Market RIP

Small bakeries must sell their breads to restaurants and stores. Their economics compel it in this city. It shouldn’t be that way. I have written here about small neighborhood bakeries in, say, Paris, that offer breads, desserts, and a sandwich or two and from 7 am until 7 pm have a line in front of their doors.

boulangerie-line.malias.flickr

But that’s France where bread has always been a major source of cheap nutrition. In every American city other than New York and San Francisco, small bakeries have a hard time.

In the U.S. bakery sales are constrained by the absence of a bread tradition, by the easy access to other inexpensive (although not necessarily healthful) foods, by the reputation of grain-based foods as fattening foods, and by the currently fashionable aversion to gluten.

Bakery sales are most of all constrained by the way we buy food for our homes – nearly always in supermarkets.

Washington used to have strong independent food stores but they have mostly died away. People now like one-stop shopping and are reluctant to make special trips to a bakery just to buy a loaf of bread or a brownie. Instead they make the perfectly rational decision to buy breads and pastries where they are shopping for other foods even if they believe those baked goods are not quite as good as those they could buy in independent bakeries.

In 1996 I was traveling monthly to Napa Valley to teach bread baking and I visited the first San Francisco Whole Foods as it opened. I stood in the bakery section looking enviously at the displays of local bakeries – Acme, Semifreddi, and Metropolis Bakeries all of whose breads were available for sale at Whole Foods to the sophisticated bread-eaters of San Francisco.

I was about to open The BreadLine when Whole Foods bought the 22 stores of Fresh Fields and I thought that, as committed to quality as it was, Whole Foods would do what hadn’t been done by the other supermarkets of Washington: I thought it would buy bread from the small bakeries.

But it didn’t. Instead, having inherited in-store bakeries, it continued producing its own bread in each store and didn’t buy the breads of others.   And I believed that strategy capped the development of small bakeries here. I have remained always critical of that corporate decision.

I was wholly unprepared, therefore, when Whole Foods wrote to me a month ago to ask if we would like it to begin selling some of our whole grain breads. And it is astonishing to me that we are going to begin doing that – on Thursday at the P Street store.

Unknown

This means is a greater stability for Bread Furst. But more important it means that more customers will have easier access to the kinds of breads they might like or learn to like: Organic whole grain breads.

Bread3

If customers do like our breads I hope we’ll begin selling them at other Whole Foods stores. And if that happens we will pretty quickly run out of production capacity. And if that happen other bakers and would-be bakers may see the unfilled opportunity and perhaps a few of them will open other small bakeries in other neighborhoods of Washington from which they too can sell to Whole Foods.

What a contribution to the city that would be!

Outrageous Prices

Back in the ‘90s I knew someone who owned a delicatessen on the east side of Manhattan. He was very successful, his store always crowded as food places can be in New York, Paris, and San Francisco.

My friend had what seemed to me then a novel way of pricing his foods. He always made a point of charging more than anyone else charged. The price of his chicken salad sandwich, for example, was $15 and that was a lot in the early ‘90s, even now.

chicken.salad.sandwich

I asked him, of course, having just opened Marvelous Market and beginning to learn how much I didn’t know, how he could justify such prices. He said, “I don’t justify them. I think about what other people charge and I charge as least twice as much. That how my customers know that what we make is good.”

Perhaps some people feel that way about Bread Furst.

I had an exchange last week with a customer. He wrote to say:

                Your prices are outrageous. I had a soup and sandwich today. I must tell you that it was delicious! But it set me back $18. For the same price I could have gone to a sit-down restaurant and had a proper meal. You need to make your pricing accommodate the folks who will eat with you 3 days per week. This pricing does not do that. You have conditioned me to avoid your shop because of the prices, not to explore your offerings day to day.

           I wrote back of course:

                 I can say only this:  We buy organic flour and use it to make bread.  We buy heritage hams from the Hudson Valley, butternut squash from Amish farms, milk from a local dairy, high-fat butter.  We make soups with stocks made here from scratch.  Our chickpeas come from California from the best of all legume suppliers.  

We don’t have to do it this way but making the best food possible is what I want to do.  Ten dollars for a sandwich.  Five dollars for a soup.  These are not cheap prices but they are not outrageous prices.

images

Food producers like us hope to keep ingredient costs on average below 30 percent of sales prices.   That’s easily achievable by those who are content to buy really cheap ingredients. Some popular restaurants in the city do this and keep their menu prices very low.

It is possible that buying expensive ingredients is not something you would ask us to do. Perhaps the differences are noticed only by the most discerning of you.   But we buy the best possible ingredients because that’s the kind of place I want to have.

I believe I was committed to quality when in 1997 I opened The BreadLine, a downtown restaurant. We used to make a tuna salad sandwich there. It had a harissa mayonnaise. We made the mayonnaise ourselves and the tuna came from Italy, the harissa from a jar.

But at Bread Furst when we use harissa as an ingredient, it is made here by Hadj Osmani. We make the mayonnaise as we always did but we add to it Robert Dalliah’s preserved lemons, made here, and tuna doesn’t come from a can. Instead we buy fresh tuna loin and confit it ourselves in extra-virgin olive oil and fresh herbs, then aging it a little in our refrigerator.

images-1

This may be precious of us but why would we make breads and croissants from scratch and take shortcuts elsewhere?

Of course this doesn’t explain fully why our prices are high and I can blame our prices on the rent, on the huge costs of building and equipping Bread Furst, and on paying good salaries and wages to people who work here.

But I have two additional explanations: More and more I find that some of my ethical considerations drive up our prices. I am trying (unsuccessfully so far) to replace all the plastics we use with compostable products. You’d be surprised to learn how difficult – as well as how expensive it is.

I want to buy as much as possible from local producers. Local produce is far more expensive than commodity produce. I want to be seasonal and that ought to lower our prices – but because we buy from local farms it doesn’t. I want to be as organic as possible and organic grains cost three times as much as non-organic grains.

Perhaps these considerations aren’t important to you. Perhaps, since in effect, we are passing off those costs to you in the form of higher prices, you would prefer that I not impose my values on you.

But there we are.

There is one other consideration that leads us to prices higher than those charged by some others.

When I left do-gooding and started a business career in the early ‘80s, I brought to my business career the socialist impulses of my paternal grandfather and the social work instincts of my maternal grandfather.

Unknown

Business? I am in business, I would ask myself.   How can that be? I am not a businessman.

And I wasn’t. Prices at Marvelous Market were low. Quality was high.  We were overstaffed and perhaps I paid people too much.

I certainly repeated that pattern at The BreadLine.  At The BreadLine I didn’t even really try to make money.

I opened Bread Furst hoping to contribute something to the neighborhood and I believe we are doing that. But when we opened it I knew that I won’t be able to play for many years the role I am now playing.

The perpetuation of Bread Furst will depend upon its becoming something others want to own – the staff, the neighbors, or an entrepreneur or established operator. Bread Furst will be desirable to others only if it is profitable. Its ultimate survival therefore depends on its financial success.

That may seem axiomatic to you – but it isn’t to me.  I come from an anti-business heritage. (My sister Carla ran Politics and Prose like an extension of her family more than as a business.)

I want Bread Furst to be successful. I owe to all those who lent money to me to help start this bakery. I owe it to the neighborhood that has received us with such warmth and given such support. I owe it to my own vision of what a neighborhood bakery can contribute in Washington.

Edith Hollander Furstenberg 1910 – 2015

My mother died this week a few months before her 105th birthday.  That she was so old suggests who she was.

We have said for years that what kept her alive was overwhelming cheeriness and her determination to live; but others, most people, frequently said to me, “You must have great genes.”

And indeed my mother’s parents lived late too.   But my brother the sociologist told us, as we gathered last weekend in my mother’s apartment, that genes account for no more than three percent of longevity.  The rest, he said, is the way we live and luck.

So apart from luck my mother deserves the credit for her long life.  Playing tennis until she couldn’t.  Driving until she shouldn’t – and then for a few more years.  Surrounding herself with friends and after they died with comparative strangers whom she made friends.  Most of all gathering about herself her children and grandchildren at least one of whom visited every few days.  Not to mention nieces and nephews and the children of old friends not still around.

She had quite a following.

My mother simply loved living and for the people who saw her that was infectious.

IMGP9921c

She was in great shape at her 100th birthday and we celebrated it at my sister’s home.  We gathered – her six children, spouses, twelve grandchildren, and six great-grandchildren – to toast her and roast each other.  Most of all to eat the foods we prepared for the event.

We are an eating family, some including me might say excessively so, and like most Jewish (and Italian and Iranian and Korean et al), we celebrate birthdays and holidays and most other days with food.

As a family in the 1950s when we were living in the family’s home we ate dinner together; we even ate breakfast together.  Can you imagine that?

Although our food was influenced by my father’s having been born in Sweden (herring and knaeckebrot for breakfast), my mother made the food decisions.

She came from a wealthy German-Jewish family and her mother didn’t cook.  Her mother had a cook.  The family’s meals were prepared by Miss Hen (one generation out of Slavery) followed by Bobbelee who started working for my grandparents when she was 15 years old. (She lied about her age.)

My mother may never have turned on a stove until the War.

But in 1942 my father, a Public Health Service captain, was assigned to Florida and my mother had to learn to cook.  Happily she had an aptitude.

Remember:  There were no frozen dinners then.  Convenience foods (if indeed they are foods at all) came after the War.

Certainly people didn’t go to restaurants to eat.  Fast food hadn’t been invented and food was hard to come by.

Our family dinners were simple — it was a time of simple food.  I have memories from the War when rationing demanded from even experienced cooks a level of ingenuity that our affluence today has made entirely unnecessary.

We didn’t have meat very much; we certainly didn’t have butter. But even without ingredients easily obtainable now we ate very well.

It was in the Fifties that my mother’s cooking flourished. She used to describe her meals as “the flower of my art.”  Scallops, pot roast, Swedish meatballs, Beef Stroganoff, always vegetables simply cooked, nearly always potatoes that my father loved, salads, and desserts. We ate well.

The dinner table was chaotic. Six children, my father trying to tell stories from his workday, my mother trying to keep our attention for my father. She was the cook; she was the mistress of ceremonies.

When the beautiful leg of lamb was served, someone (probably me) would say, “Mom, we just had lamb.”  And my mother would bolt from her chair at the foot of the table, go back into the kitchen and bring back her black and white notebook, look through it to say, “We last had lamb on March 10th.”

Dinner wasn’t always joyful. My sister Carla regularly knocked over her water glass and, in anticipation of my father’s disapproval, would begin to cry.  My brother and I would quarrel.  Sometimes the older of us hovered over the plates of the younger.  (“Have you finished, Mike?”)

But whether joyful or not, stormy or not, our dinner was a family time, the most important family time.  And although my father always dominated our family my mother was always in charge of the table.

I knew my mother for 76 years and so of course I knew her far more as an adult than as a child.   Although she had a rewarding career as a social worker she took time away from her profession to be a full-time mother.  She loved those 18 years as a full-time homemaker.

She loved her life after as a fairly senior social worker.  She loved being a wife and mother.  She loved her social life.  She simply loved living.  It is sad to lose her most of all for that reason.

Until quite recently she would say often “I know I have to die but I don’t want to.”   And so inevitably she has now been been deprived of the one thing she had left and most of all didn’t want to lose.

Fancy Food

If I wanted to do so, I could go every few months to a food show. These are expos held in municipal convention centers, generally in New York or Chicago or San Francisco. They can be very big like the show put on each May by the National Restaurant Association. Or they can be specialized like the Natural Foods Expo. Or they can be technical like the one held every three years by the Retail Bakers Association.

Among the biggest of them are the fancy food shows held in June at the Javits Convention Center in New York and in January at the Moscone Convention Center in San Francisco. They are really something to behold. They are the expos of the National Association for the Specialty Food Trade.

Unknown

Specialty foods are packaged foods, processed foods, foods ready for sale. They are typically in jars or bags or bottles although cheeses and processed meats and fish are included in the category.

The producers of those foods, large and small, pay a great deal to display their wares twice a year in booths and on tables and hope they connect with people like us small retailers – although the large guys like Whole Foods attend these expos prowl the halls in great numbers hoping that they will discover something new.

IMG_1507

Everyone is excited when he attends the first time.   You walk from booth to booth and if you are undisciplined you can sample a newly imported olive oil from Sicily, then a fruit soda and an espresso candy, followed by a peanut or pistatio butter followed by a Stilton and a morsel of chocolate.

If you are only modestly disciplined, you skip the new inventions of the hyper-creative – grape jelly potato chips and chocolate covered fried bees.

If you are semi-disciplined, you also skip the jelly beans and soft drinks.

If you are a bit more disciplined you taste only those chocolates or cheeses that you think might be special.

 

IMG_1512

If you are highly disciplined you taste only what you are seriously interested in buying for your store.

The degree of discipline is determined not, as you might imagine, by strength of character or good taste but solely by frequency of attendance.

I have gone to these shows perhaps ten times over the past 25 years and I have just returned from the one in San Francisco.

I flew out on Saturday and attended the show on Sunday and Monday. Then I flew back on Tuesday morning.

The winter show is overwhelming, (the summer show even more so). I walked the floor for hours and hours trying hard to focus on the thousands of foods being displayed. You cannot think of any food, any flavor that hasn’t been invented by someone who hopes we will buy his creation and offer it for sale.

FullSizeRender

There are themes, however – fads, I would say, or would-be fads. Bacon potato chips, bacon popcorn, and bacon candy. Peanut butter flavored with jam, with onion, and of course with bacon.

I skip all that and I skip all the thousands of chocolates being offered but I look for new products (or old ones) that appeal to my tastes.

Sometimes I stopped to marvel at the sheer ingenuity (or perhaps desperation). Do any of you want Bread Furst to make the Belgian chocolate chunk pretzel challah I saw at the show?

I believe in tradition – you know that. I love peanut butter but I want it to be composed of very well-roasted peanuts and salt, nothing else, no added sugar or oil and certainly no bacon.

There are other products I don’t like at all like soft drinks; but I still taste ginger beers looking for one that is particularly vibrant and I taste the high-class sodas from Fever Tree and Q hoping to find some soft drinks that won’t embarrass me.

I don’t expect to find much. I try hard to focus as I walk the halls. I drink every espresso I can put my hands on (and there is plenty) trying to keep my focus sharp. On occasion that focus is rewarded. I am going to buy and have for you Retrovo’s organic apple balsamic vinegar that I tasted. It was good enough to drink.

And I allow myself fantasies about using things I see: Prunes. Of course. Why are we not making prune Danish?

1905681088

Chocolate lollypops to stir hot milk. That’s a good idea. Should we make very fine chocolate lollypops for Valentine’s Day?

Tulip shaped paper muffin cups. When are we going to start making muffins with tops?

Kombucha. Is that something we should be selling? How would I choose one? I don’t even know what it is.

Serrano jamon negra. Ham nearly as expensive as white truffles that seems worth its price when a tiny slice is in my mouth. Indeed, shouldn’t I leave the booth, then circle back to taste it again?   But it would be dumb to risk buying one. How many Bread Furst customers will buy it?

 

FullSizeRender

The show is stimulating. The show is a useful diversion. At home again I will order a few new products from a few of the vendor who displayed.  And I will give in, rise above principled and start selling potato chips.

Now back to work.