Let Them Consume Cookies! Michel et Augustin Creates Community and Connecting Options Around Kooky Confections
The Short Version: whenever Marie Antoinette stated, “allow the chips to consume cake,” it could currently because she ended up being hogging all of the Michel et Augustin cookies for by herself. Youth mates Michel and Augustin found in middle school, and, once they found their own xxx 9-to-5 jobs is unfulfilling, they started a cookie business with a foundation in French pastry. Fast onward 13 years, therefore the two pals have offices in France and nyc and are seducing worldwide with their cookies, pastries, yogurts, mousses, alongside desserts made out of quick, pronounceable ingredients. The duo also teaches aspiring bakers that learning the ability of French pastry is attainable through their cookbooks and interactive available house classes. Michel and Augustin’s dream is straightforward: to really make the globe smile and bond over a shared passion for candies.
The story of Michel et Augustin began merely adequate. Two young men started palling around in secondary school and turned into good friends. But, as with a lot of teenage relationships, the 2 parted means after graduation to check out their very own pathways.
Michel found himself working in money in nyc, and Augustin had been working in marketing and advertising for Air France. But both eventually turned into disillusioned using the 9-to-5 grind on the business community. They reconnected and the duo devised a wild propose to learn all 1,263 bakeries in France and establish a guide to the most effective confectioneries the country must provide. They had written a book about it â their particular first collaboration!
After completing their particular search, in 2004, Michel and Augustin aproned-up and set from a brand new adventure: cooking in Augustin’s home. Their own purpose were to produce a type of cookies as well as other sweets created using natural ingredients and love. And, after tirelessly screening and sampling significantly more than 300 dishes, their own very first concoction came to be: the small circular butter cookie. Michel et Augustin was given birth to!
The two found quick achievements, and continue to innovate much more tasty productions, such a decadent yogurt in a bottle, that has been found just once Michel and Augustin discovered their valued cow could generate over butter. They sell their products or services using the signature “kookiness” in addition to pleasure they infuse in their yummy treats.
Distributing a Love for French Pastry across the World
Michel et Augustin is mostly about more than simply generating a delicious cookie. The company is actually bent on attracting from France’s wealthy culinary record to create masterful desserts.
“It’s not pretty much cookies â it’s about a passion for French pastry,” stated Lily Dionne-Jermanovich, Michel et Agustin’s Communications and material Director. “every little thing we make is related to French pastry practices. We a very strong commitment with pastry generating as a business.”
But Lily informed united states an attraction for and mastery of French pastry isn’t just reserved for your item builders (they call them the “recipe group”) at Michel et Augustin. Part of the businesses kooky tradition is actually revealing the passion and knowledge of pastry producing thus every member of the team, in France and Brooklyn, can teach to-be a French pastry chef and make the national test (acknowledged a “C.A.P.”). In this manner, everybody is able to be involved in innovating new recipes and speak knowledgeably with enthusiasts, clients, and consumers.
“once per week in France as soon as monthly in ny, our Banana Farm (“office”) becomes a pastry course where we are going right on through a traditional program of French pastry and education for the official certification,” she stated. “no matter whether you are a web site designer or in revenue â the chance is actually urged for all.”
Though Michel et Augustin provides a more expansive manufacturer product line in France, the organization sticks on exact same fundamentals and concepts of creation for many items.
“finished . our products have commonly is actually a real awareness of style in order to the ingredients,” Lily mentioned. “We focus on the quality and convenience of materials, and attempt to maintain the ingredient listing as pronounceable as you are able to.”
This results not just in a yummy decadence, but in addition a treat you can easily feel good about eating along with your someone special.
An accumulation of Treats Perfect for discussing along with your Sweetheart
Thereis only something about sharing sweets that begins the afternoon correct or comes to an end a great time. And Michel et Augustin’s designs had been meant for merely this type of events.
“It’s a minute of extravagance at the end of a romantic date,” Lily stated. “its delicious making with clean ingredients, which helps to make the moment that much much better. It feels very good to enjoy.”
Because of so many worthy snacks to pick from, there is no have to pick one. While there are lots of even more possibilities in France â from candy mousse to decadent yogurts and, without a doubt, unique snacks â there are numerous options available in america besides.
Lily ended up being quick to suggest an ideal goodies to provide to or enjoy with this significant other.
“the popular cookie is our very own 4-Cookie Squares,” she mentioned. “They are like small square tarts, are offered in three flavors, might be very easily shared. We have Cookie Buttons, that are hazelnut chocolate processor cookies with hazelnut ganache around. They are available in packs of two â one in my situation, choice for you!”
For partners which really enjoy their particular early morning routine with each other, Lily informed united states Puff Palmiers are a beautiful a.m. alternative.
“they might be puff pastry and taste like Elephant Ears,” she stated. “They may be super light and flaky and perfect for discussing more than breakfast with coffee or at tea time.”
Whether both you and your honey are chocoholics or value the delicate butteriness of caramel (or all things in between), Michel et Augustin features a worthwhile treat for discussing (or sneaking down with on your own clandestine cookie affair website).
Get Involved during the Banana Farm
Michel et Augustin’s viewpoint is that the joy of desserts is within the sharing. Therefore it should not be any surprise community engagement is extreme an element of the company’s business goal. Most people are welcomed to quit in and chat (and flavor cookies) at their Banana Farms (workplaces) in Paris, Lyon, or Brooklyn.
This mindset started on beginning with the company and is section of their core. And Lily noted this approach is actually exemplified when you look at the company’s open homes.
“straight away, Michel and Augustin opened the doors of these apartment to next-door neighbors, friends, customers, and passersby, for folks to give all of them feedback, to flavor snacks, to taste brand new recipes these people were testing, and hang out with them and speak about the things they were undertaking,” she mentioned. “It is something that’s important to united states these days.”
Open household in the Banana Farm occurs throughout the first Thursday of each and every thirty days in France and nyc. Lily told all of us these activities present a manner your business giving back to the city by instructing them in regards to the record and techniques of French pastry.
“We invite everyone, family members, buddies, consumers, and people in the future share recipes,” she stated. “We perform taste tests, focus groups, and perform video games. It’s a genuine neighborhood event.”
It’s not only enjoyable and tummy-pleasing to go to, however if you lack a cookie friend, think of all of those other dessert aficionados you could meet from the Banana Farm. After all, when someone loves Michel et Augustin treats, you realize they have great flavor, and you’ll have something you should connect more than.
Michel et Augustin: invested in Random Acts of Kookiness
In genuine Michel and Augustin kind, the duo began a Random Acts of Kookiness initiative to inspire and delight people. From a tribute to Michael Jackson on the cookie square occasion and their torrid Greek story, Michel and Augustin infuse hilarity and joy into all they actually do. You will see precisely why their unique goodies are addictive â they truly are fashioned with 100 % natural ingredients and good vibes.
Up next when it comes to organization is actually a new cookbook that aims to aid US visitors as well as others tackle the intimidation involving French pastry.
“We’re creating a French pastry cookbook your me, and it’s really about enjoying these very difficult recipes,” Lily mentioned. “we are splitting it down and stating you can do it. When we can, anyone can, and now we’re discussing our advancement.”
Michel et Augustin is also trying to launch the well-known candy mousse in the US.
“Our dream for the candy mousse is to seduce The usa’s taste buds.”
And, after tasting the business’s snacks and various other snacks, the US is surely set for a long love affair with this mousse.