Let Them Eat Cookies! Michel et Augustin Creates Community and Connecting Options Around Kooky Confections
The small variation: whenever Marie Antoinette stated, “Let them eat dessert,” it might probably happen because she ended up being hogging all Michel et Augustin snacks for herself. Childhood friends Michel and Augustin came across in middle school, and, once they discovered their own xxx 9-to-5 jobs are unfulfilling, they started a cookie organization with a foundation in French pastry. Fast forward 13 decades, and two friends have actually practices in France and ny and are usually attracting the planet through its snacks, pastries, yogurts, mousses, and other sweets fashioned with straightforward, pronounceable ingredients. The duo in addition shows aspiring bakers that perfecting the ability of French pastry is actually attainable through their recipe books and entertaining available house classes. Michel and Augustin’s dream is not difficult: to really make the globe smile and bond over a shared love of candies.
The story of Michel et Augustin started simply sufficient. Two men began palling around in secondary school and became good friends. But, as with numerous adolescent friendships, both parted techniques after graduation to follow unique routes.
Michel found himself involved in financing in ny, and Augustin was actually in marketing and advertising for Air France. But both shortly became disillusioned with all the 9-to-5 work regarding the business community. They reconnected additionally the duo devised a wild want to find out all 1,263 bakeries in France and establish the basics of the best confectioneries the country must offer. They penned a book about any of it â their first cooperation!
After finishing their particular journey, in 2004, Michel and Augustin aproned-up and place from a adventure: baking in Augustin’s home. Their goal was to create a line of cookies as well as other sweets made out of 100 % natural ingredients and love. And, after tirelessly evaluating and tasting over 300 meals, their basic concoction was born: the tiny circular butter cookie. Michel et Augustin came to be!
The pair discovered quick success, and additionally they continue to innovate more delicious creations, such as for example a decadent yogurt in a bottle, which was discovered just once Michel and Augustin knew their particular valued cow could create more than butter. They advertise items utilizing the trademark “kookiness” and the happiness they infuse to their yummy treats.
Dispersing a Love for French Pastry Around the World
Michel et Augustin is approximately more than simply creating a delicious cookie. The business is curved on drawing from France’s wealthy cooking background to generate masterful desserts.
“it is not about cookies â it is more about a love of French pastry,” stated Lily Dionne-Jermanovich, Michel et Agustin’s Communications and Content Director. “everything we make is related to French pastry practices. We’ve a really powerful union with pastry producing as a company.”
But Lily told you an affinity for and expertise of French pastry isn’t only reserved for the product developers (they refer to them as the “recipe team”) at Michel et Augustin. The main organization’s kooky tradition is actually discussing the love and knowledge of pastry making so every person in the team, in France and Brooklyn, can train is a French pastry cook and do the nationwide examination (generally a “C.A.P.”). Because of this, everyone can participate in innovating new recipes and talk knowledgeably with enthusiasts, customers, and buyers.
“once per week in France and once monthly in nyc, our Banana Farm (“office”) becomes a pastry class in which we have been going right through a traditional program of French pastry and training your official certification,” she said. “It doesn’t matter if you’re a web page developer or in revenue â the opportunity is actually promoted for many.”
Though Michel et Augustin provides a expansive products in France, the organization sticks with the exact same principles and axioms of production regarding products.
“the fact our items have as a common factor is actually a proper attention to taste also to the constituents,” Lily stated. “We focus on the quality and ease of use on the materials, and then try to keep carefully the element record as pronounceable as it can.”
This outcomes not just in a yummy decadence, but additionally a goody you can easily feel good about ingesting together with your significant other.
An accumulation Treats excellent for revealing With Your Sweetheart
There’s just something about sharing candies that begins your day correct or ends up a perfect big date. And Michel et Augustin’s creations had been intended for simply these occasions.
“It’s a moment of indulgence at the conclusion of a romantic date,” Lily said. “It is delicious making with thoroughly clean components, and that helps to make the moment much better. It feels very good to indulge.”
With many deserving goodies to choose from, there isn’t any have to pick just one single. While there are numerous a lot more options in France â from chocolate mousse to decadent yogurts and, definitely, unique cookies â there are lots of solutions in america as well.
Lily ended up being quick to recommend the perfect snacks provide to or enjoy with this significant other.
“All of our popular cookie is actually the 4-Cookie Squares,” she stated. “These are generally like little square tarts, enter three tastes, and certainly will end up being very quickly discussed. We also provide Cookie Buttons, that are hazelnut candy processor snacks with hazelnut ganache around. They come in packages of two â one for me personally, choice for you!”
For couples which love their own early morning routine with each other, Lily told us Puff Palmiers tend to be a gorgeous a.m. choice.
“they have been puff pastry and taste like Elephant Ears,” she said. “they are super light and flaky and great for revealing more than break fast with coffee or at beverage time.”
Whether you and your honey tend to be chocoholics or appreciate the sensitive butteriness of caramel (or all things in between), Michel et Augustin has a worthwhile treat for sharing (or sneaking off with for your own personel clandestine cookie affair).
Join up within Banana Farm
Michel et Augustin’s approach is the fact that delight of desserts is in the sharing. So it should be no surprise society involvement is actually a large a portion of the organizations business purpose. Most people are welcomed to quit in and chat (and style snacks) at their particular Banana Farms (practices) in Paris, Lyon, or Brooklyn.
This attitude started in the very beginning associated with the company and is also part of its core. And Lily noted this philosophy is exemplified for the organizations available homes.
“Right from the start, Michel and Augustin exposed the doors regarding apartment to neighbors, friends, consumers, and passersby, for those to give all of them opinions, to flavor cookies, to flavor brand new quality recipes these people were evaluating, and also to spend time using them and speak about what they were carrying out,” she said. “It is a thing that’s really important to us now.”
Start house from the Banana Farm takes place in the first Thursday each and every month in France and nyc. Lily informed united states these activities present a way the company to give back into the community by training all of them towards history and techniques of French pastry.
“We invite everyone else, household, buddies, consumers, and buyers ahead share quality recipes,” she mentioned. “We do taste tests, focus groups, and play games. It’s a real community event.”
Not only is it fun and tummy-pleasing to attend, however, if you lack a cookie companion, just imagine all the other treat aficionados you can meet during the Banana Farm. All things considered, if someone else loves Michel et Augustin treats, you are aware they have good flavor, and you’ll have something to bond over.
Michel et Augustin: devoted to Random Acts of Kookiness
In true Michel and Augustin type, the duo started a Random Acts of Kookiness initiative to inspire and delight the public. From a tribute to Michael Jackson with the cookie rectangular occasion and their torrid Greek account, Michel and Augustin infuse hilarity and pleasure into all they are doing. You can observe the reason why their particular treats are incredibly addictive â they may be made out of 100% natural ingredients and good vibes.
Up subsequent for any company is actually a unique cookbook that aims to simply help you readers as well as others overcome the intimidation involving French pastry.
“We’re making a French pastry cookbook for your US, and it is about enjoying these extremely tough meals,” Lily mentioned. “We’re splitting it down and claiming it can be done. Whenever we can, everyone can, and in addition we’re revealing our very own advancement.”
Michel et Augustin can be trying launch its famous chocolate mousse in the US.
“the fantasy in regards to our candy mousse will be seduce The united states’s tastebuds.”
And, after sampling their cookies alongside snacks, the US is actually clearly set for a long romance with that mousse.