Sunday, May 28, 2023

Allow The Chips To Eat Cookies! Michel et Augustin Creates Community and Bonding Options Around Kooky Confections

The small Version: whenever Marie Antoinette stated, “permit them to consume dessert,” it could have been because she was hogging every Michel et Augustin cookies looking for a cougar by herself. Youth mates Michel and Augustin came across in secondary school, and, when they found their particular person 9-to-5 jobs as unfulfilling, they started a cookie company with a foundation in French pastry. Fast forward 13 years, additionally the two buddies have offices in France and ny and they are seducing worldwide with the cookies, pastries, yogurts, mousses, and other desserts created using straightforward, pronounceable materials. The duo in addition shows aspiring bakers that mastering the ability of French pastry is actually attainable through their particular recipe books and interactive available household courses. Michel and Augustin’s fantasy is simple: to help make the globe laugh and get together over a shared love of candies.


The storyline of Michel et Augustin started just enough. Two men began palling around in middle school and became great friends. But, much like many teenage relationships, both parted means after graduation to adhere to their paths.

Michel found themselves involved in money in nyc, and Augustin had been in advertising for Air France. But both eventually became disillusioned because of the 9-to-5 work from the world of business. They reconnected in addition to duo devised a wild plan to find out all 1,263 bakeries in France and establish the basics of the greatest confectioneries the nation needed to provide. They penned a novel about this — their unique basic collaboration!

After finishing their search, in 2004, Michel and Augustin aproned-up and place out on another adventure: baking in Augustin’s cooking area. Their own objective would be to make a type of cookies as well as other desserts fashioned with natural ingredients and love. And, after tirelessly evaluating and sampling above 300 recipes, their first concoction was born: the tiny round butter cookie. Michel et Augustin came into this world!

The pair discovered fast success, and they consistently innovate a lot more tasty creations, such as for instance a decadent natural yogurt in a container, that has been found only one time Michel and Augustin discovered their particular valued cow could create significantly more than butter. They sell their products aided by the trademark “kookiness” and also the delight they infuse into their tasty treats.

Distributing a Love for French Pastry Around the World

Michel et Augustin is mostly about more than simply producing a tasty cookie. The firm is bent on attracting from France’s wealthy culinary record to generate masterful desserts.

“It isn’t really pretty much snacks — it’s about a love of French pastry,” said Lily Dionne-Jermanovich, Michel et Agustin’s Communications and material Director. “Almost everything we make is related to French pastry techniques. We have a very strong relationship with pastry creating as an organization.”

But Lily informed us an affinity for and mastery of French pastry isn’t just set aside for your product designers (they call them the “recipe team”) at Michel et Augustin. An element of the organizations kooky tradition is sharing the love and knowledge of pastry generating thus every person in the team, in France and Brooklyn, can prepare to get a French pastry cook and make the national examination (acknowledged a “C.A.P.”). Because of this, everybody is able to be involved in innovating new dishes and speak knowledgeably with enthusiasts, customers, and consumers.

“weekly in France and when a month in ny, our very own Banana Farm (“office”) turns into a pastry class where we have been dealing with a vintage curriculum of French pastry and education for the official certification,” she mentioned. “It doesn’t matter if you’re an internet site . designer or even in sales — the opportunity is actually urged for many.”

Though Michel et Augustin provides a expansive line in France, the business sticks on the same fundamentals and concepts of development for all services and products.

“The thing our items have in common is a real attention to flavor and to the components,” Lily mentioned. “We concentrate on the top quality and convenience on the ingredients, and try to maintain element record as pronounceable as you can.”

This effects not just in a tasty decadence, but in addition a treat you’ll feel good about eating along with your special someone.

A Collection of Treats ideal for revealing With Your Sweetheart

There’s just anything about sharing sweets that starts the day correct or ends a great day. And Michel et Augustin’s designs had been intended for only these types of occasions.

“It’s a second of indulgence after a date,” Lily stated. “It’s tasty and made with clean components, and therefore helps make the second that much better. It feels good to engage.”

With so many deserving goodies available, there is have to choose just one single. While there’s a lot of more possibilities in France — from chocolate mousse to decadent yogurts and, obviously, one-of-a-kind cookies — there are many available options in the US nicely.

Lily was actually quick to advise an ideal goodies to give to or appreciate with this special someone.

“All of our popular cookie is actually our very own 4-Cookie Squares,” she mentioned. “they have been like little square tarts, are available in three styles, might end up being very easily shared. We also provide Cookie Buttons, which are hazelnut candy chip cookies with hazelnut ganache inside. They show up in packages of two — one personally, choice for you!”

For partners just who really enjoy their day routine with each other, Lily told all of us Puff Palmiers are a beautiful a.m. alternative.

“These are generally puff pastry and taste like Elephant Ears,” she said. “they truly are super light and flaky and an excellent option for revealing more than morning meal with coffee or at beverage time.”

Whether both you and your honey tend to be chocoholics or value the sensitive butteriness of caramel (or all things in between), Michel et Augustin has actually a worthwhile combat for sharing (or sneaking off with on your own clandestine cookie affair).

Get Involved on Banana Farm

Michel et Augustin’s philosophy is the fact that the happiness of candies is in the sharing. So it should be no surprise area engagement is actually a large area of the businesses company objective. Many people are welcomed to eliminate in and chat (and flavor snacks) at their own Banana Farms (workplaces) in Paris, Lyon, or Brooklyn.

This attitude started in the beginning associated with business and is also element of the center. And Lily mentioned this philosophy is exemplified when you look at the business’s open residences.

“Right from the start, Michel and Augustin opened the doorways regarding apartment to neighbors, buddies, consumers, and passersby, for individuals to provide all of them opinions, to flavor snacks, to taste brand new dishes these people were evaluating, and to spend time with them and mention whatever they had been doing,” she said. “its something which’s really important to united states now.”

Open home at Banana Farm takes place from the first Thursday each and every month in France and nyc. Lily informed us these occasions provide a method for all the company to provide back to town by teaching all of them in regards to the history and techniques of French pastry.

“We invite everybody else, household, friends, clients, and consumers ahead share dishes,” she stated. “We carry out style examinations, focus groups, and play video games. It’s a genuine area event.”

It’s not only enjoyable and tummy-pleasing to go to, however, if you do not have a cookie companion, just imagine all of those other dessert aficionados you might fulfill in the Banana Farm. In the end, if someone else wants Michel et Augustin treats, you are aware they’ve got good style, and you’ll have something you should connect more than.

Michel et Augustin: invested in Random Acts of Kookiness

In genuine Michel and Augustin type, the duo started a Random Acts of Kookiness step to motivate and excite people. From a tribute to Michael Jackson toward cookie rectangular event in addition to their torrid Greek account, Michel and Augustin infuse hilarity and pleasure into all they are doing. You will see why their unique snacks are addicting — they can be created using 100% natural ingredients and good vibes.

Up after that for any company is a fresh cookbook whose goal is to greatly help all of us audience yet others overcome the intimidation connected with French pastry.

“We’re creating a French pastry cookbook when it comes to me, and it is about finding pleasure in these very hard quality recipes,” Lily said. “we are busting it down and stating it can be done. If we can, anyone can, so we’re sharing our advancement.”

Michel et Augustin can be seeking introduce its famous candy mousse in america.

“the fantasy in regards to our chocolate mousse should seduce The usa’s taste buds.”

And, after sampling the business’s snacks as well as other snacks, the united states is undoubtedly in for a lengthy romance thereupon mousse.

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