Batter Chatter: Interview with Leslie Fiet of Mini's Cupcakes, Salt Lake City, Utah

Utah, as we recently learned, has the highest Jell-O consumption per capita--not in the state, not in the USA, but in the world.  In fact, the jiggly stuff was actually declared the official state snack in 2001. Why so? As one theory goes (from a former Utah-ite), perhaps it's the ease in preparation that seals the deal: Utah boasts a lot of big families, and a package of Jell-O sure can go a long way. Really though, we're still shaking our heads over this one. 

Of course, while this lore is interesting, it doesn't necessarily bode well for the baked good scene in the state that Brigham Young made (in)famous. 

However, as we recently happily discovered, other choices are cropping up, in particular the Salt Lake City-based Mini's Cupcakes. Based on the positive response this pioneer cupcakery has received, it's clear to us that the state might be ready for some other snacking options; when we recently we had the chance to talk with owner Leslie Fiet; here's what she had to say:

Cakespy: You mention that cupcake bakeries in NYC served as part of the inspiration for Minis. Any bakeries in particular you'd recommend or that served as inspiration to you?
Leslie Fiet: In my other life I am a professional photographer and I have many clients along the east coast. While being in NYC it is impossible to ignore the cupcake craze there, and I got hooked on wanting to visit Magnolia Bakery because of Sex in the City. So I went there and all I can say is , they are cute, not great but cute. The staff was less than nice and I walked away a little disappointed after waiting in line. So on my next few trips I tried other places and fell in love with the coconut cupcake at Dean and Deluca. I loved that cake! I tried to get them shipped to me at Christmas just over a year ago and was sad to hear that there were no shipping options. So in January, while we were on a plane to Cancun, I informed my husband I would be opening a cupcake shop. His response, "ok, but you do not bake?" I do things like this all the time, he knows when I get my mind set that I will make a go of it no matter what. So by March of that year, I had a commercial kitchen space leased and all my recipes figured out (or so I thought) and hit the pavement and got some retail business to sell my cupcakes.

CS: It seems like the "mini" concept is not only part of your business but part of your life--you drive a Mini Cooper as well as making mini cupcakes! Tell us more!

LF: I hate our "supersize me" economy and life we (most Americans) live. I hate all the stupid fad diets, they never work. Life lived in moderation in all things (except Gin and travel) is a very good thing. When I started doing my research on cupcakes I was shocked to find there were "Texas" size cupcakes! Even the regular size seemed big, I want a taste of desert not an additional dinner. I own a mini cooper which I love and I decided to do "Mini" cupcakes. But when I started looking for a pan I ended up using one that is right between a standard US mini and regular size, my pans come out of Europe so I think it is standard size in Europe. About 4 good bites.

Cakespy Note: Let it be said, for the record, that the Cakespy crew is not necessarily opposed to Texas-size cupcakes. Just keeping our options open.

CS: Though the cupcake trend has been catching on across the nation, it's still relatively new in Utah. Were the locals skeptical about the idea of a cupcake shop?
LF: No, I was really lucky to have great support from day one! Well there were a few skeptical people (including my parents) but after getting my cupcakes in the right places, and doing the farmers market, doing a lot of research, creating custom packaging (all of you who use the mini inserts from Big River, single cupcake boxes, 1/2 dozen cupcake boxes you can thank me I gave them the idea and dimensions with my prototypes). Being the first cupcake place has been

 really good, especially once I opened up my retail store. I still laugh at how lucky I am people are in love with cupcakes as much as I am.

CS: You initially offered only cupcakes, but on your website it seems like you've considered adding some other items. What other items will you or have you added?
LF: A few things, I have a motto of only doing and baking what I love. Where my store is located we have no good food options, the Taco Cart on the corner or Taco Time on the other corner. Because we worked all day and never left, I started making sandwiches for myself and my staff, good for you type of things that taste good. Then I decided if I loved them so would other people so I offer a very small selection of boxed lunches, they are 1/2 sandwiches, a nice salad, and a cupcake. The presentation is really good and many of my clients are law firms and ad agencies. They love how they look and taste, this drives people to my store for a dozen cupcakes once they get one in a lunch at a meeting. I also love rice krispie treats, so I decided to make homemade marshmallows (pink of course) and use the marshmallows I make and turn them into crème for the rice krispies. They are more like a marshmallow sandwich, really good I usually eat one or two a day. I saw that episode of Martha Stewart and I loved the idea of cupcakes on a stick, so I decided that I would start doing that as well, the kids love them and they have gone over really great. Who knows what is next? I never can tell until something pops into my head.

CS: We're intrigued by the "Lemon Pie" cupcake. Is it a mini pie, or a cupcake?
LF: It is both! I make homemade lemon curd, fill my lemon cupcakes with it, frost them with meringue and take a blow torch to them. These are my favorite for breakfast.

CS: What are some of the baked goods in Utah that might be considered regional specialties? 

LF: My first thought was anything made in a crock pot, Dutch oven, or in a casserole dish. But that is for everything not just baked goods, so in thinking about it a bit more we do not really have a "baked good item" it is more of an ice cream and Jell-O state. If someone out there knows of something let me know?

CS: What is the bakery scene like in Utah? 

LF: Limited at best, we have a few great small local places for bread and pastries. Volker's and Crumb Brothers for bread, Les Madelines for French pastries (she has cuppies too) and Brugge for real Belgian waffles. Most of these I can only get during the summer at our farmers market.

CS: What is your most popular flavor at the shop? 

LF: Tie, the Diva (dark chocolate cake with pink cream cheese frosting) and the Breakfast at Tiffany's (vanilla cake with Tiffany Blue cream cheese frosting), because of how they look and their names I think.

CS: What is your personal favorite flavor?
LF: The Snowball. Coconut is my favorite.

CS: You do custom orders--have you ever gotten any wacky or off the wall requests? 

LF: No, not yet. Everyone has been really easy and understands I do what I do and my most wacky request has been for really bright colors ( I do not do them) or picks on top of the cupcake (I send them to the grocery store).

CS: You refer to an ideal cake-to-frosting ratio on your site. What is that ideal ratio to you? 

LF: 1.5 frosting to 1.0 cake. I like frosting.

Cakespy Note: We like the way you think, Leslie Fiet. 

CS: What do you think the next big thing will be in the baked good world? 

LF: Local buying, no additives, and back to the basics. I know of many places around here that are selling baked goods made with a box or shortening, hi-ratio, and crap. People are starting to realize that putting all that stuff in their bodies is not good, we will soon get back to the basics.

CS: Any advice for others who are considering opening a bakery?
LF: Research! Do your homework, do not be afraid to ask questions of others bakeries, do what you love and love getting up really early, charge enough for you product and time--you are not a grocery store.

CS: What's next for Mini's?
LF: Who knows? Life is a journey that should be enjoyed.

Are you in Salt Lake City? Well, duh, it's time to visit Mini's! They're located at 800 S 14 E
Salt Lake City, (801) 363-0608; but even if you're not in the area, you can learn more at mini-cupcakes.com!

Batter Chatter: Interview with Kelly Carver of Cakewalk, Carrboro NC

At Cakespy, we entertain a little bit of a fantasy of how it must be like to be a professional baker. Of course, our vision-- which is populated with roomfuls of flour through which bakers wade like in the opening credits of Duck Tales, flavor labs in the style of Willie Wonka, and nary a judging eye to keep us from licking the batter bowl clean--might be slightly unrealistic. However, in talking to Kelly Carver of Carrboro, NC-based special order cupcake and cake bakery Cakewalk, which specializes in straightforward, simple yet completely delicious treats, we learned some of the real tricks of the trade. Ranging from the realistic (running a business) and yes, maybe a magical aspect or two (the real appeal of red velvet!), here's a summation of our sweet talk:

Cakespy: Can you tell us a little bit about how Cakewalk got started?
Kelly Carver: Sure. Back in March 2006, a friend and I decided to start a cupcake business in Chapel Hill. She had just graduated from culinary school and I was working as a baker in a local restaurant, and we were both obsessed with the cupcakeries popping up in larger cities. But after about a year, she left the business to pursue other interests, and I decided to continue on but changed its name and structure. I've also kept the menu simple and straightforward, with a focus on classic Southern favorites like red velvet and hummingbird.

CS: Are you professionally trained or self-trained as a baker?
KC: I'm self-trained. I've been baking professionally for about three years now, but prior to that, it was just something I did as a hobby. I've been baking cakes and cupcakes for friends since high school, and sometimes I can't believe that I do this now for a living! (Corny, I know, but it's true!)

CS: What types of cakes did you have for special occasions while growing up?
KC: My mom kept our pantry well-stocked with cake mixes and used them frequently. (She thinks I'm crazy for baking cakes from scratch!) Usually she made sheet cakes - the classic yellow cake with chocolate frosting and sprinkles was a favorite. But for a really special occasion, it was an ice cream cake from Baskin-Robbins.

CS: What are your feelings on cake mixes?
KC: I can understand the appeal of using them, but it's really not that much harder to go out and buy your own dry ingredients. I think that a cake made from a mix will still taste a lot better - and be much more appreciated - than one bought at the grocery store bakery.

CS: You currently only sell by special order, but you do retail through some wholesale accounts. Do you have plans to open more wholesale accounts or to open a retail storefront?
KC: The community here in Carrboro is very supportive of local businesses and I would love to open a little bakeshop in the downtown area. I'm hoping to get something going by the end of the year!

CS: It looks like you mainly do cupcakes and cakes. Do you (or will you) ever bake anything else?
KC: Well, I do plan on offering a wider variety of baked goods once I have an actual storefront. Other things in the "cake-like" category, such as brownies, cookies, and muffins. And maybe cheesecake.

CS: What is your most popular flavor?
KC: Definitely red velvet. With cream cheese frosting and pecans, of course.

CS: Red Velvet seems to have become very popular in the past few years! Any thoughts as to why it is so popular?
KC: I can't really explain the appeal of red velvet cake. I think it's just the shock of seeing that deep red interior when the cake is sliced -- maybe people remember their mom or grandmother making it years ago, or maybe it's just some kind of morbid fascination. All I know is that people get very excited at the sheer notion of it!

CS: Running your own business can leave you tired and exhausted! What keeps you inspired / keeps you going?
KC: It can be exhausting, but it's also really rewarding. And it helps to have an amazingly supportive group of friends, many of whom are also exploring their own creative pursuits, who I can turn to for advice and pep talks when I'm feeling overwhelmed.

CS: You do "cupcake decorating parties". We're intrigued. What happens at a cupcake decorating party?
KC: This was something that one of my customers requested. It's been a big hit with parents looking for a creative activity to have at their child's birthday party. We provide unfrosted cupcakes, a bunch of frosting (tinted a variety of colors), sprinkles, and the tools the kids need to decorate their cupcakes. It's fun to see what the kids create; some really get into it. And some just want to eat the frosting. I'll have to take some pictures at the next party to put on the website!

CS: You're based in North Carolina. What types of sweets are popular in your area of the world?
KC: Hmmmm.... I can't speak for the entire state, but around here (the Raleigh/Durham/Chapel Hill area), I'd have to say that pie is probably one of the most popular desserts, year-round. It's such a classic Southern thing. This time of year, you also see a lot of bread puddings on restaurant menus. Anything with pecans is also popular, especially if they're candied. And in the summer, it's all about local fruit like peaches, berries, and figs. They're in everything.

CS: Has the experience of eating cake changed for you since running your own cake business?
KC: Yes. I am much pickier than I was before. I notice everything about the cake: the texture, temperature, frosting consistency, etc.

CS: What in your opinion is the most important aspect in making a great cake?
KC: Most important aspect: making sure everything is at the proper temperature: the dairy should be at room temp, the oven needs to be calibrated, the cakes need to be completely cool before frosting, etc. It's really important to be patient - you can't bake in a hurry.

CS: What is your favorite dessert?
KC: Well, besides cupcakes, it would have to be ice cream, in any flavor, preferably with lots of chocolate chunks and swirls of caramel. There's a dairy farm a couple miles outside of town called Maple View that has the best ice cream around.

CS: Do you see any emerging trends currently in the cake or dessert world?
KC: It seems inevitable that the cupcake madness will probably die down a little, but I think there will always be a demand for cakes in general. What's a wedding or birthday without one?

CS: What is next for Cakewalk?
KC: Getting started on that storefront!

CS: Any advice for individuals looking to start their own business?
KC: It can be difficult sometimes to stay positive even if not everyone around you believes in your idea(s). Make it your goal to prove them wrong! And try to keep yourself as organized as possible, from the very earliest stage. Get a separate business checking account and save those receipts!

Are you located in the "Triangle" area of North Carolina? Well. You can get treats from Cakewalk by special order (919-260-9416), or at these retail locations: Johnny's in Carrboro, 3 Cups in Chapel Hill and the Nordstrom Cafe Bistro in Durham. Not in North Carolina? Well, you can still enjoy their treats from afar at cakewalkcarrboro.com.

Batter Chatter: Interview with Reina Miller of hello, cupcake in Tacoma, WA

Cakespy Note: This interview also appeared on our Cakespy Seattle outpost!

Let's face it--between the paper-mill aroma and the collapsing bridges, Tacoma doesn't have the best reputation. But have you been there recently? Like whoa. Downtown Tacoma has undergone a massive revitalization and has become quite the budding art scene, what with its gorgeous museums, newly-renovated airy artist lofts, and a thriving UW campus. But really, to the Cakespy crew, the most exciting part of this revitalization is hello, cupcake, a cupcake shop whose wares have been aptly described as "coo-worthy". Walking into hello, cupcake is like becoming a child again: there's no turning back once you're greeted by an intricate cupcake mosaic tile design on the floor, on a crash course toward sugar overload...but then again, why would you want to? The cupcakes are not only adorable but delicious, with a tender, moist crumb and creamy, rich frosting which melts oh-so pleasingly in your mouth (not your hand). Recently, we had a chance to talk cupcake with one of the owners, Reina Miller; here's what we found out about life, love and the pursuit of cupcake nirvana:

Cakespy: What made you decide to open hello, cupcake?
Reina Miller: Developing the idea for hello, cupcake began about four and half years ago after reading a short article in a magazine about cupcakes. The idea of a cupcake bakery sparked all kinds of discussions and brainstorming sessions between my mom, my sisters, and I. Since I have always been the baker in our family, I was immediately engaged with the thought of opening a specialty bakery.

CS: Are you formally trained in baking or are you self-taught?
RM: Coming from a family of six children it seemed like there was a celebration at least every month. Some of my earliest childhood memories are of being in the kitchen with my mom and sisters baking and decorating cakes. Throughout the years I have experimented with baking all sorts of desserts and in the past four years have focused mainly on cupcakes. I haven't been formally trained, but developed all of my recipes by researching and trial and error. It was a long and at times, frustrating process, but I am proud of all of my creations.



CS: Did any other cupcake shops or bakeries elsewhere in the world serve as inspiration when opening hello, cupcake?
RM: Over the past four years I have been able to travel all over the country and visit many cupcake shops and bakeries. There wasn't any certain bakery that served as inspiration when opening hello, cupcake. Experiencing each shop's unique idea of a cupcake bakery was in itself interesting and inspirational.

CS: Do you sell anything other than cupcakes? Do you think you ever will?
RM: Presently, we offer a variety of cupcake flavors, drip coffee and a selection of bottled drinks. We also have t-shirts, hello, cupcake coffee mugs, ceramic cake plates and other cupcake stands. At this time we have no plans of adding any other baked goods to the menu, but there is always a possibility of that in the future.

CS: Where do you get your recipes?
RM: Some of my recipes have been passed down to me from family; others have started with basic cake recipes that I have developed into my own.

CS: What is your most popular flavor?
RM: It's hard to top a classic, vanilla cake with vanilla buttercream has been the most popular from the day we opened. It is followed closely by red velvet, a southern tradition that has found a new home in the northwest.

CS: If you were on a desert island and could only

have one cupcake flavor, for the rest of your life, which would choose?
RM: It is only offered on our menu for a few months during the holidays, but chocolate peppermint is my favorite and I could enjoy it anytime of the year.

CS: What is your favorite non-cupcake dessert item?
RM: At home I still enjoy baking, other than cupcakes, my favorite is classic chocolate chip cookies.

CS: What is the best time of day to eat cake, in your opinion?
RM: Any time is a good time for cake.
CS: In your opinion, what is the most important aspect in making a great cupcake?
RM: For me, the most important aspect in making a delicious cupcake is baking with quality ingredients.

CS: Is there a "correct" way to eat a cupcake in your opinion? Or perhaps an "incorrect" way to eat one?
RM: I don't feel there is a correct or an incorrect way to eat a cupcake. All that really matters is that it is being enjoyed. I like to eat cupcakes with a fork and knife.

CS: What is next for hello, cupcake?
RM: As I am continuing to experiment with different recipes we will be introducing new seasonal flavors throughout the year. Look forward to a local favorite, we will be starting an Almond Roca cupcake soon.

hello, cupcake is located at 1740 Pacific Ave, Tacoma, WA. (253) 383-7772; online at www.hello-cupcake.com.

Food For Thought: Sweet Books and some Batter Chatter with Food Illustrator Jesse Breytenbach

What is food, exactly? Nourishment and fuel, to be certain--but as a human race, our relationship with it goes so, so much deeper than that. Sugar in particular can elicit the strangest conflict within us, alternately a BFF, coloring our world in curlicues, hearts and rainbows--or an enemy, eager to pummel us into submission with its intense temptation ("I can't believe I ate the whole thing!"). It can be a strange relationship indeed, and recently we've been impressed by two books in particular which touch on this subject.

The first, which we received as an advance review copy from Crown Press, is The Taste of Sweet: Our Complicated Love Affair with our Favorite Treats by Joanne Chen. While we have received advance copies of books in the past which have left us unimpressed, this one caught our attention from the get-go. In the book, Chen goes on the ultimate sweet quest, doing her homework by examining the science of sweet in food labs across the nation--melding this information beautifully with commentary on our more intuitive emotional and cultural reactions to dessert. She also examines dessert trends and what shapes them (um, Oprah?). It's a fascinating read, and is available in all those major book stores now!

The second book which caught our fancy was one passed on by Cake Gumshoe Heather Moore (you may know her from her popular design site Skinny LaMinx): I Don't Like Chocolate by Jesse Breytenbach. The book, which was printed in South Africa but is available online, is a beautifully drawn graphic novel, assembling 90+pages of vignettes which sometimes cheekily but always cleverly address our complex relationship with food. We had the luck of talking sweet with the illustrator herself; here's what she had to say about life, love and sweetness:

Cakespy: First off--we're curious. What did you have for breakfast today?
Jesse Breytenbach: Coffee! I tend to skip breakfast and have something at tea-time, around 10:30, instead, because there’s nothing to eat in the house until I’ve gone to the shops.

CS: You recently released a book entitled I Don't Like Chocolate. Can you tell us a little bit about the book's concept and how it came about?
JB: Michelle Matthews, who was the publishing manager at Oshun Books contacted me out of the blue to ask whether I wanted to do a graphic novel. We knew from the start how long the book would be, so I had to come up with content to fill it. I thought it would be fun to try to do ‘chick-lit’ in comic form, and to produce a book to interest people who don’t normally read comics, particularly as Oshun isn’t a comics publisher. I picked a topic that could provide me with enough material to fill 90+ pages: food. I’ve always been fascinated and amused by people’s strong and emotional reactions to food – I’ve lived in plenty of communes, so I’ve seen a lot….

It’s a book of short stories, based around a central character, and all on the topic of food – her experiences, thoughts and feelings about food. I found eventually that I was writing a book about a person, this central character, finding out more and more about her as I put her in different situations. Sometimes her personality suggested stories as well.

The title came to me quite early on, and I never thought of changing it, because it seemed too good. People react to it with surprise and sometimes horror. It’s quite interesting how anti-social something as trivial as personal taste can be perceived to be. But even with her ‘different’ stance, most readers seem to find some common ground with her.

CS: Are you formally trained in art and/or writing? Or self taught?

JB: I’m trained as a print maker. I started drawing comics during my Fine Art d

egree. Since then I’v

e had a few jobs drawing comic strips, but also carried on doing my own stories in my spare time, never expecting to be published. I contributed to various anthologies, and when I had a number of my own comics drawn, and some spare cash, I printed up 100 copies and gave them away to friends. Michelle saw one of these, I think, and remembered my name when she wanted to publish a graphic novel.

The training came from actually printing the comics, and thus being able to see them at a remove, and immediately seeing all the ways I could improve.

CS: How does it feel to see your own book in bookstore shelves and for sale online?
JB: Very strange. It doesn’t feel like mine, but I do feel proud and excited. It’s like seeing a friend’s book for sale.

CS: What food stories within the book were the most intriguing to work on?
JB: I liked doing the three “I Don’t Like Chocolate” stories in the book, as they’re among the longest. (A lot of the stories are one or two pages long, really just jokes with a punchline.) It was a challenge, but fun as well, to work out the timing of dialogue and have a lot of characters interacting with each other.

CS: Are there any artists or writers in particular who inspire you?
JB: Dan Clowes, the Hernandez Brothers, Marjane Satrapi in comics. I’m more often inspired by music…. I’ll hear a song and know that I want to draw a comic that does what the song does…. it’s very direct and indirect inspiration at the same time. And it’s not something I’ve ever managed to do, but it’s a starting point.

CS: Are you a full-time writer / illustrator, or do you work a 'day job'?
JB: I’m pretty much a full-time illustrator.

CS: Do you like chocolate?
JB: Ummm…. yes, sort of. I don’t dislike it, but I can leave a slab half-eaten for weeks. There’s some chocolate in my kitchen cupboard that’s probably too old to eat by now.

CS: What is your favorite dessert to eat?
JB: Fruit! Watermelon, peaches, berries… sorbet is good too. And Crème Brulee. And anything with honey. Ok, fruit sorbet with honey.

CS: What is your favorite dessert to draw?
JB: The frillier and fussier, the better. Almost completely the opposite of the kind I like to eat.

CS: How would you describe your personal relationship with dessert?
JB: I like small portions, just a taste, really. Most servings in restaurants are too much for me. But I do like leftover dessert for breakfast. Particularly trifle.

CS: How would you describe your heroine's relationship with dessert?
JB: Embarrassingly similar to mine.

CS: How was the experience of releasing a book different than you might have expected?
JB: It took a lot longer than I thought it would to get the book done, and it was a lot harder than I thought it would be! I didn’t expect to be able to look back and see how much I’d learnt, which is a very pleasant surprise. I got a lot more out of the whole experience than just a book.

CS: Any advice for artists / illustrators who are interested in breaking into the publishing world?
JB: Hard to say, because South Africa doesn’t have a comics publishing industry, so my advice wouldn’t necessarily apply to countries that do. But I think what does work is to do a lot of work, particularly your own work, and contribute to any anthologies, websites etc that you can find. Print your own and give them away if you have to, just to get your work out. The more you do the better you’ll get, and you’ll improve even more if you know that other people are going to see your comics. Just keeping them in a folder under your bed isn’t going to get you work.

CS: What is your next project (or goal, if more applicable)?
JB: Although I said ‘Never Again!’ when I finished the book, I do have some new ideas that might not stop bothering me. But right now I want to spend a bit of time making “I Don’t Like Chocolate” merchandise, using some of the images from the book that were incidental to the stories but could be fun to explore a bit further. I really just want to make some tangible objects for a change. And I realized the limitations of my drawing skills, doing this comic, so I want to spend some time just practicing drawing.

Want to learn more? Check out Jesse's blog at jezzeblog.blogspot.com. Ready to buy? Smart decision. Buy the book here, here or here; or, make a great investment by buying a print from her Etsy store.

Finally, feeling like you'd kill for a cupcake after reading about all this sweetness? Well then, we'll close this post out with one of Head Spy Jessie's recent illustrations, done as a custom commission for a very cool cupcake enthusiast and owner of the website Cupcaketastrophe. Enjoy!

Batter Chatter: Interview with a Pro and an Apprentice at Pink Cake Box of Denville, NJ

At Cakespy, we love a good "small world" moment. So what a delight it was to learn that a custom cake bakery whose work we've been admiring for a while -- Denville, NJ based Pink Cake Box , which specializes in sculptural cakes which range from sleek and elegant to whimsical, but are always amazing--actually employs one of Cake Gumshoe Bridget's former high school classmates, Christine Lindstrom (much better than another now-famous alumni of the same high school), who is just beginning a career in cake artistry. Curious to see how the business works from that angle, we interviewed both the owner of Pink Cake Box, Anne Heap, to see what it's like to run a cake business--and then Christine, to get the lowdown on what it's like to be just starting out in the business. Here's what we learned, from both sides:

Part 1: Interview with Professional Cake Baker Anne Heap, owner of Pink Cake Box

Cakespy: You mention that growing up, your mother was a great source of baking inspiration. What recipes or cakes were special in your childhood? 

Anne Heap: On Christmas Eve, we would always make a Bûche de Noël (a Yule log) . Our recipe consists of vanilla genoise, that is rolled as soon as it comes out of the oven in a cheese cloth. We then fill it with coffee whipped cream and frost it in dark chocolate frosting. My brother and I would fight over making (and eating) the marzipan mushrooms!

CS: You left a job in advertising to pursue your dream of baking.
AH: Yes!

CS: How did this decision come about?
AH: While working in advertising, I started selling cookies and brownies to a local gourmet shop. They sold really well - so I decided to sign up for an amateur class at the French Culinary Institute. When I went for a tour, I fell in love, signed up for the professional pastry arts program....and quit my job the next week! It was definitely a leap - but I'm so happy that I did!

CS: Is Pink Cake box open to the public, or by appointment only?
AH: We're by appointment only. Customers come in for tastings and consultations.

CS: How is running a cake business different than you might have expected?

AH: I imagined it wouldn't be easy...but I never dreamed that I would work 100 hour weeks as often as I do! There is so much work to do in a day that doesn't even involve cake - like bookkeeping, advertising, etc. I also never expected to have quite as much fun as I do have. Every customer brings something new to the table, which keeps our creativity running high.

CS: How has running a cake business changed how you look at cake?
AH: I don't look at it as dessert anymore - that's for sure! It's much more than that....a centerpiece, a sculpture...a piece of art.

CS: Other than cake, what other types of goodies do you make at Pink Cake Box? 

AH: Cupcakes, wedding cupcake stands and cookies mostly. Every once in a awhile a bride will convince us to make truffles or other chocolates for favors.

CS: You've done some pretty unusual themes--like the "Rescue me" wedding cake (photo left) we read about on your blog recently. Is this a trend--brides feeling more freedom to have a more "fun" cake? 

AH: We're noticing a lot more stories being told with cake. One couple had us add a paw print to the side of their wedding cake because they met walking their dogs. Another couple asked us to create a Scrabble themed wedding cake because they played it online with each other while the groom was stationed in Iraq. It's very fun for to get to know the couple and then make a cake that really reflects who they are.

CS: What are your most popular flavors these days?
AH: Red velvet with lemon cream cheese filling, chocolate fudge cake with raspberry chambord filling and vanilla cake with hazelnut frangelico are three of our most popular flavors for weddings. Chocolate with oreos and cream or peanut butter fillings are really popular as well.

CS: What is the most important aspect in making a great cake?
AH: The most basic and yet integral part is baking a good cake. It's so important that the cake and filling taste delicious - so our recipe development is crucial. Using quality products like Vermont butter and Belgian chocolate is also important.

CS: Here's something we've always wondered: is your "cake" handwriting when you letter a cake different than your regular handwriting (on paper etc)?
AH: My cake handwriting is the same as my regular handwriting...when I'm trying to write neatly :) When I'm writing quickly - I can' t even read my own writing sometimes!

and about you and for fun...

CS: Is cake ruined for you as a dessert since you make it so often? Or do you still enjoy eating it?
AH: No it is definitely not ruined. My favorite is red velvet - so I take a little nibble quite often!

CS: What is your favorite type of dessert?
AH: Cookies. Warm and gooey right out of the oven. Especially chocolate chip.

CS: Has there ever been a dessert that you tried to make but couldn't get right? What type?
AH: I don't think there is....but maybe I'm not adventurous enough :)

CS: Be honest. If you had to choose between pie and cake, and could only eat one or the other for the rest of your life, which would it be?
AH: Hands down cake. If I wanted fruit for dessert, I'd eat an apple. :)

and to cap it all off...

CS: Any advice for those wanting to pursue their own dreams and start a cake business?
AH: I'd recommend getting an internship or job at a cake shop to see the daily ongoings and what life is like owning a cake business. After that, I'd suggest doing some cakes for friends and family to get started. You can read my post on How to Get Started in a Baking Career for more info.

CS: What is next for Pink Cake Box?
AH: That's a great question! If only I knew! We'd like to start some decorating classes.....and possibly branch into retail. We'll keep you posted!


-------------------------

Part 2: Interview with Cake Apprentice Christine

Cakespy: You started at Pink Cake Box fairly recently. What is your job description and responsibilities?
Christine Lindstrom: At first I started out as an intern over the summer, which involved tasks that one would imagine an intern would do - I did dishes, I cut up the fifty pound block of butter, and learned the basic recipes.. etc. As time went on, having a background in fine art, I started to help decorating. I'm only at Pink Cake Box part time right now while I'm finishing my undergraduate degree in fine art at Monmouth University, so I'm mostly there on weekends. There are always so many random things to get done when I'm there, so I suppose I don't have my own set of responsibilities, but I do get to show off my artistic skill pretty often. It is definitely always a team effort though. When I'm there we're either putting the finishing touches on cakes, cupcakes or cookies before they get shipped out, or starting to make sugar pieces to go on orders for the weeks ahead. It can get pretty crazy!

CS: Have you always had an interest in culinary arts?

CL: Actually, sometimes I think that fate has twisted and turned its way around enough that I've always ended up in it! I've always loved to bake and cook. My Easy-Bake Oven was one of my very favorite toys (obviously). But one of my most significant memories is from when I first got to high school. I was set on taking a home-economics class just because of the baking. Instead of getting a spot in that class, I was placed in a crafts class! At the time I was so upset, but I could do nothing about it (being a measly freshman), so I just stuck with the crafts class. Surprisingly enough, that very class made me realize my love of art! I ended up taking many many art classes, applying to art schools, going to Savannah College of Art and Design for a year, and eventually ending up back home in good ol' New Jersey at Monmouth University as a fine art major. As I was approaching my last year of college I really needed to start to think of a way to make a living with all this creativity I had honed... and one day (while watching the Food Network haha) it hit me - I could make art on CAKE! So really, the accidents in my life have ended me up right where I had started with that Easy-Bake love. : )


CS: How is working at a commercial bakery different than you might have expected? Or, is there anything about it that might surprise us?

CL: I guess at first I was nervous about commercial kitchen etiquette and I was always afraid I was going to spill something or not measure things correctly, but as time has gone on, I've taken on the habits of the professionals. I never knew how precisely things have to be measured and just how clean everything must be kept. It's not really much different than baking at home, but I have noticed that I've turned into such a clean freak even in my own kitchen and my art studio! Besides the obvious need for cleanliness with food, I've realized that a neat work space makes your mind feel so much better. Something that did surprise me when I started working there was the weighing of even the cupcake batter! Every single cupcake is the exact same size!!

CS: What is the best part of working at a cake bakery?

CL: The best part for me is knowing that I get to be a piece of the happy events in people's lives. It is such a fulfilling feeling to know that they will always remember the things we make for them. My own parents still remember their wedding cake after 26 years of marriage! (Ironically enough, their cake was the wrong flavor! This job was my destiny before I was even a thought in their heads). Cakespy Note: Clearly!

CS: Would you say that you eat cake more, or less, now that you work there?

CL: Oh my gosh. Cake has become one of the major food groups! I didn't even used to LIKE cake. I would just make desserts to show off my creative side. But now that I work at Pink Cake Box, I really can't live a week without it. Our cake is just so darn good that I seriously can't resist!! I have a cupcake next to me as I type this. There will need to be an intervention after I graduate and I'm there more often!

CS: What was one of the most fun jobs you've worked on at Pink Cake Box?

CL: There are always a lot of fun things for me to do. I think my favorite job was when I made a sugar sculpture of someone's dog for a groom's cake. Anne is always really great about letting me be free to interpret what customers request. We understand each other very well and it's great working for someone who is creative too. This particular cake was a replica of a train and the couple wanted their dog to be incorporated in some way. I had a picture of their dog, Rupert, Anne and I discussed how big he should be and off I went. I just remember feeling like I was making art with different materials. It's assignments like that that make me feel like I'm really a sugar artist.

CS: What, to you, is the coolest part of cake making?
CL: I always think it's amazing how much structure and planning goes into every cake. Back when I was starting to bake on my own, I had no idea how much goes into these beautiful creations that cake designers put out there. It was always so intimidating and exhausting to me because I would try to do everything all at once. When it comes down to it though, the most daunting projects 

aren't as complicated as they seem once you simplify it all down into planned out steps. I think it's really neat that all the chaos - of the cake itself, the height, the colors and designs - get summed up into a nice little package at the end of the day. It's all about cake philosophy - seeing cake differently!

and about you and for fun:

CS: What are you doing when you're not decorating and making cakes?

CL: Well, right now I'm still in school, so making artwork takes up most of my free time. I'm always sketching, taking photos, sculpting or painting. Sometimes things can carry over to cake and vice versa. I feel like I live several different lives right now but they keep overlapping. It can get overwhelming at times, but I mostly just enjoy the momentum I'm picking up with all the opportunities I have ahead of me. Every now and then I turn on the Food Network to ease my mind too : )

CS: What are some of your favorite desserts? 

CL: I absolutely love tiramisu lately. Truffles rank up there as a lovely little after dinner, dessert-like item too, (I love the exotic flavored ones most of all). My tastes change quite often because I live for trying new things. Life is too short! I want to try it all!

CS: What is your least favorite dessert? 

CL: One thing that has never struck my fancy would be licorice flavored anything. So... I want to try it all except for the licorice flavored desserts of the world. (haha)

CS: Red Velvet and Carrot cake are facing off in a barroom brawl. Who's gonna win?

CL: Red Velvet hands DOWN! Vegetables are not as good as massive amounts of food coloring! Haha but seriously, if anyone hasn't tried red velvet cake, it is truly amazing. The subtle chocolatey goodness is magical.

and to cap it off...

CS: What are some of your ultimate baking dreams or goals?

CL: Being fresh to the baking scene, I think I will probably stick around to watch and help Pink Cake Box grow... as long as I don't become a famous painter anytime soon ; ) So, as corny as this will sound, Anne's dreams are my dreams. She's doing a way better job then I could probably ever do! She is my Yoda.

CS: But more immediately...what are you hoping for in your easter basket? 

CL: I wait for my Jelly Belly's all year!!

Are you in the Denville area? Lucky you! Why not seek out your next special occasion cake at their studio (by appointment only please)?  Pink Cake Box, 18 E. Main St., Ste 101, Denville; online at pinkcakebox.com.

Not in the NJ area? Well, make like these Cake Gumshoes and keep updated via their blog and beautiful photos on Flickr.

Batter Chatter: Interview with a Cadbury Creme Egg

To some, the first daffodils or crocuses (crocii?) are the harbinger of spring. For others, changing the clocks and "springing ahead" will indicate the change of seasons. For us at Cakespy, it's all about the Cadbury Creme Egg. From their first timid showing in January, their presence slowly grows as the days get longer, to the point where they're mercilessly taking over end cap displays in the weeks before Easter. If this doesn't say "spring" we don't know what does. But have you ever paused to wonder what's up with that dense little egg-shaped treat? Where did it come from? Whose idea was it? And why, if it's already unrealistically chocolate colored on the outside, do they still simulate the yolk color inside? These things in mind, we sat down with the Cadbury Creme Egg and asked some of these pressing questions:

Cakespy: How are you today?

Cadbury Creme Egg: It's a sweet day indeed! Easter is approaching and business is booming! An estimated 300 million of my brethren will be produced and devoured this year.

CS: Err...yes. Well, can you tell us a little bit about how you came to be?

CCE: It was a long and winding road. It all started in 1875, when the Cadbury brothers introduced their first chocolate Easter eggs--my first known ancestors. They were solid chocolate and far different from the creme eggs of today. In 1923 the recipe further evolved with the addition of whipped fondant; through the years experiments were made with marzipan eggs and different recipes, but it it was ultimately me, the soft and gooey fondant egg, that was perfected in 1971 and has been breaking hearts and melting in mouths ever since.

CS: And how is it that you are made?

CCE: Well, it all starts in a half-egg shaped mold, which is then filled with solid white fondant and a dab of yellow fondant to simulate the yolk. The two halves are joined very quickly and then immediately cooled to allow the chocolate to set. The fondant filling, while solid while the eggs are made, is then injected with an enzyme which causes it to liquefy into the gooey substance found in the finished product. The finished eggs fall onto a conveyor belt which transports them to the foiling machines and then to the packing and shipping area.

CS: That enzyme thing is kind of gross.

CCE: I won't deny that. But does it make you want to eat me any less?

CS: (Pauses thoughtfully) Touché.

CS: You originally hail from the UK, but you're all the rage here in America too. Can you tell us a bit about how American Creme Eggs differ from the European counterparts?

CCE: We're bigger in the UK. I mean, literally. Hershey, the US producer of Cadbury Creme Eggs, elected to make us smaller in the US. This was kind of a scandal for a while, what with the initial response from the Cadbury spokespeople that "No we haven't shrunk you've just grown up!"--but yes, it's true. But truly, even if we're a bit smaller in your hand, we're just as big in your heart. Nonetheless, if you want the bigger one, just go over to Canada--the "full-size" ones are available there.

CS: Who came first, you or the mini (candy-coated) egg?

CCE: Well, the mini eggs were introduced in 1967. While I wasn't released in my current form til 1971, I had been a work in progress since before the turn of the century.

CS: Is there any rivalry between you and the mini egg?

CCE: Those little *$%#@s? No, none at all. Why would there be? (Stares stonily).

CS: OK, Moving on. Why is it that your innards are made color-appropriate to a real egg, but we have to suspend our disbelief with the color of your shell?

CCE: (Blinks uncomprehendingly for several moments) Well, smartypants, perhaps you should suspend this interview with me and instead interview my cousin, the Cadbury Dream Egg (white chocolate shell with white chocolate fondant filling)?

CS: How many different variations on the Creme Egg are there in the Cadbury family?

CCE: Well, aside from the aforementioned Cadbury Dream, my relatives include the following:
Mini Creme Eggs (bite-sized Creme Eggs), Caramel Eggs (soft caramel filling), Mini Caramel Eggs (bite-sized Caramel Eggs), Chocolate Creme Eggs (chocolate fondant filling)
Orange Creme Eggs (Creme Eggs with a hint of orange flavor), Mint Creme Eggs (green "yolk" and mint flavor chocolate--would make Dr. Seuss Proud), Dairy Milk with Creme Egg bars, Creme Egg Fondant in a Narrow Cardboard Tube (limited edition), and of course, who could forget Creme Egg ice cream with a fondant sauce in milk chocolate? Of course, many of these variations can only be found in the United Kingdom.

CS: A lot of vegans like to read Cakespy. Is there a vegan version of the Creme Egg available?

CCE: While none are sold under the Cadbury imprint, vegans can make their own using the recipe posted on this site.

CS: How do you feel about other novelty eggs inspired by you (Russel Stover, Snickers eggs, etc)?

CCE: Well, Cakespy, I could tell you that the Cadbury Creme Egg outsells every other chocolate bar during the time it's on sale each year. I could tell you that it's the number one brand in the filled egg market, with a market share of over 70% and a brand value of approximately 45 million pounds (UK). But really, isn't proof in the pudding? I'm the most delicious and therefore am not threatened by these inferior eggs. 

CS: You're all the rage between January and Easter. Where do you go the rest of the year?

CCE: While I am only sold for a few months of the year, the demand does call for year-round prep and production. So while you won't see me in stores the rest of the year, I'm very much at work.

CS: Finally, in the UK you have the successful "How do you eat yours?" ad campaign, whereas in the US we have that clucking bunny. What's up with that?

CCE: No idea, that bunny's always freaked me out. Really, I have always identified much more with the UK campaign.

CS: So...how do you eat yours?

CCE: I think this interview is over (looks nervously around).

CS: I think we both know how this is going to end.

Fade to black.

Cakespy Note: We'd be nothing without our sources, and for this interview our sources were:

wikipedia.org

cadburyschweppes.com

hersheys.com