Allow Them To Consume Cookies! Michel et Augustin Produces Community and Bonding Options Around Kooky Confections
The Short Version: whenever Marie Antoinette said, “allow the chips to eat cake,” it would likely have-been because she was actually hogging all the Michel et Augustin snacks for herself. Childhood mates Michel and Augustin met in secondary school, and, once they found their own adult 9-to-5 tasks to-be unfulfilling, they began a cookie company with a foundation in French pastry. Quickly onward 13 decades, together with two buddies have offices in France and ny and are generally attracting globally with the snacks, pastries, yogurts, mousses, as well as other sweets made with straightforward, pronounceable ingredients. The duo in addition teaches aspiring bakers that learning the art of French pastry is attainable through their own cookbooks and interactive open household courses. Michel and Augustin’s dream is easy: to really make the globe laugh and get together over a shared love of desserts.
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The story of Michel et Augustin began just enough. Two men began palling around in middle school and became great contacts. But, just like many adolescent friendships, the two parted ways after graduation to follow unique paths.
Michel discovered himself working in financing in nyc, and Augustin was actually involved in advertising and marketing for Air France. But both shortly became disillusioned utilizing the 9-to-5 work on the world of business. They reconnected and the duo devised a wild decide to find out all 1,263 bakeries in France and develop a guide to the very best confectioneries the country was required to provide. They wrote a book regarding it â their unique very first cooperation!
After finishing their unique journey, in 2004, Michel and Augustin aproned-up and set from a brand new adventure: cooking in Augustin’s kitchen. Their mission would be to make a line of cookies as well as other desserts made with natural ingredients and really love. And, after tirelessly evaluating and tasting above 300 meals, their basic mixture came to be: the tiny round butter cookie. Michel et Augustin was born!
The pair discovered quick success, plus they still innovate much more delicious designs, such as a decadent yogurt in a container, that has been discovered just once Michel and Augustin noticed their particular prized cow could create above butter. They sell their products or services making use of the signature “kookiness” while the delight they infuse within their delicious treats.
Distributing a fascination with French Pastry round the World
Michel et Augustin is focused on more than just making a delicious cookie. The business is bent on drawing from France’s wealthy cooking background to generate masterful sweets.
“it is not practically cookies â it’s about a passion for French pastry,” said Lily Dionne-Jermanovich, Michel et Agustin’s Communications and Content Director. “everything we make is linked to French pastry practices. We’ve got a truly powerful connection with pastry producing as a business.”
But Lily informed united states an affinity for and mastery of French pastry is not only kepted for any product developers (they refer to them as the “recipe group”) at Michel et Augustin. Area of the organizations kooky tradition is actually revealing the enthusiasm and expertise of pastry producing thus every person in the team, in France and Brooklyn, can train is a French pastry cook and make the national exam (referred to as a “C.A.P.”). This way, everyone can participate in innovating brand new recipes and talk knowledgeably with fans, clients, and people.
“Once a week in France as soon as per month in New York, our very own Banana Farm (“office”) turns into a pastry course in which we are going right on through a vintage curriculum of French pastry and instruction the official certification,” she mentioned. “no matter if you’re an online site designer or in sales â the ability is actually urged for all.”
Though Michel et Augustin supplies an even more expansive manufacturer product line in France, the business sticks toward same fundamentals and principles of development for all services and products.
“finished . all our products have commonly is actually a proper focus on style also to the constituents,” Lily stated. “We concentrate on the top quality and simplicity of components, and try to keep the ingredient number as pronounceable as you are able to.”
This effects not just in a tasty decadence, additionally a delicacy you can feel good about ingesting along with your someone special.
An accumulation Treats excellent for Sharing together with your Sweetheart
There’s just one thing about revealing candies that starts a single day right or ends up an amazing day. And Michel et Augustin’s projects had been intended for just these events.
“It’s an instant of indulgence at the conclusion of a night out together,” Lily said. “It really is delicious making with thoroughly clean materials, and therefore helps to make the time that much much better. It feels very good to indulge.”
Because of so many worthy snacks to pick from, there is no want to choose just one. While there are many a lot more possibilities in France â from chocolate mousse to decadent yogurts and, definitely, one-of-a-kind cookies â there are lots of options available in america besides.
Lily was fast to suggest the right goodies to provide to or delight in with this significant other.
“All of our popular cookie is the 4-Cookie Squares,” she mentioned. “These include like small square tarts, may be found in three styles, and can end up being very quickly shared. We likewise have Cookie Buttons, that are hazelnut chocolate processor chip snacks with hazelnut ganache in. They come in packages of two â one for my situation, one for you!”
For partners whom love their early morning routine collectively, Lily informed you Puff Palmiers tend to be a lovely a.m. choice.
“they have been puff pastry and taste like Elephant Ears,” she mentioned. “they are very light and flaky and perfect for discussing more than morning meal with coffee or at beverage time.”
Whether you and your honey tend to be chocoholics or value the fragile butteriness of caramel (or all things in between), Michel et Augustin has a worthwhile treat for revealing (or sneaking off with for your own personal clandestine cookie affair).
Join up In the Banana Farm
Michel et Augustin’s approach is that the delight of desserts is within the posting. So it should not be any surprise area involvement is actually extreme the main business’s company goal. Many people are invited to eliminate in and chat (and style cookies) at their unique Banana Farms (offices) in Paris, Lyon, or Brooklyn.
This attitude started in the very beginning of business and it is part of its key. And Lily noted this viewpoint is exemplified during the business’s open houses.
“straight away, Michel and Augustin opened up the doorways of the apartment to neighbors, buddies, clients, and passersby, for those to provide all of them opinions, to taste snacks, to flavor new meals they certainly were evaluating, and spend time using them and discuss whatever happened to be carrying out,” she mentioned. “It is a thing that’s vital to united states nowadays.”
Open up home from the Banana Farm takes place throughout the first Thursday each and every month in France and New York. Lily told united states these events provide a manner the business provide returning to town by teaching all of them about the record and techniques of French pastry.
“We invite every person, family, friends, consumers, and customers ahead share recipes,” she said. “We perform taste tests, focus groups, and play video games. It’s a genuine neighborhood occasion.”
Not only is it fun and tummy-pleasing to attend, in case you do not have a cookie friend, consider all the other dessert aficionados you might fulfill on Banana Farm. After all, if someone else loves Michel et Augustin treats, you understand obtained good taste, and you will have something you should connect more than.
Michel et Augustin: devoted to Random Acts of Kookiness
In genuine Michel and Augustin form, the duo began a Random Acts of Kookiness initiative to motivate and please people. From a tribute to Michael Jackson to the cookie rectangular event in addition to their torrid Greek story, Michel and Augustin infuse hilarity and delight into all they are doing. You can find exactly why their own goodies are addictive â they may be created using natural ingredients and good vibes.
Up then for any business is a new cookbook that aims to assist United States readers and others tackle the intimidation related to French pastry.
“We’re creating a French pastry cookbook the United States, and it’s really about having fun with these extremely tough quality recipes,” Lily stated. “We’re busting it down and saying it can be done. If we can, anybody can, therefore we’re sharing the progress.”
Michel et Augustin is also seeking introduce their popular chocolate mousse in the US.
“the dream in regards to our candy mousse should seduce The usa’s preferences.”
And, after sampling the company’s snacks as well as other snacks, the US is actually surely set for a lengthy relationship with that mousse.
