bake - February 2018 - 19

whole
grains
Award-winning baker Joanne Chang brings a
new level of commitment to whole grains.
BY JOHN UNREIN
Her effort to embrace whole grains in a big way

croissants and more began in January across all seven

started as a small menu change. Joanne Chang,

Flour Bakery locations.

Flour Bakery +

winner of the 2016 James Beard Award for

Cafe owner Joanne

Outstanding Baker and co-owner of Flour Bakery +

"Today's consumer is knowledgeable and curious

Chang has created

Cafe, a seven-store retail operation in Boston, sought

and opinionated about what they eat and put in their

an entire sub menu

to add a whole grain breakfast cookie and a muesli

bodies," Chang says. "Offering products with whole

of bakery items

to the menu, as well as update their double choco-

grains is hugely important. In the same way we've

that feature whole

late cookie with rye ﬂour.

added vegan and gluten-free options to our menu,

grains.

now we have whole grain items and our guests appre"January is always a slow month for pastry (those

ciate these and beneﬁt from them."

darn resolutions!), so we were also brainstorming
some healthy options to entice guests to keep

It's been 18 years since Chang opened her ﬁrst Flour

coming to Flour," Chang says in an exclusive interview

in Boston's South End, featuring breakfast pastries,

with bake. "I started to do some in-depth research on

breads, cakes, cookies and tarts, as well as sand-

whole grains (since we were adding them to a few

wiches, soups and salads. Over the past decade, she's

items already) and learned a lot about how the

successfully opened bakery branches in almost every

simple addition of whole grains to your diet has huge

part of the metro area from Cambridge near MIT to

health beneﬁts. This would not have worked had

Harvard Square and Back Bay.

the new whole grain options not been amazing, but
once we started down the path of making things with

Chang is part of a new breed of retail bakery owners

whole grains we found them to be more ﬂavorful and

who came up through the restaurant industry. An

interesting and delicious. So, we decided to create a

honors graduate of Harvard College with a degree

sub menu of items that feature whole grains."

in Applied Mathematics and Economics, Chang left
a career as a management consultant to enter the

The end result is an innovative new project called

world of professional cooking, starting as garde-

WHOLEﬂour, ushering in a major commitment to

manger cook at Boston's renowned Biba restaurant.

whole grains by one of the most inﬂuential retail

In 1995, she became pastry chef at Rialto restaurant

bakeries in the country. The recent introduction of

in Cambridge and then moved to New York City in

the WHOLEﬂour line of cookies, brownies, scones,

1997 to work in the cake department of the critically

bakemag.com | FEB 2018 > 19

http://www.bakemag.com

bake - February 2018

Table of Contents for the Digital Edition of bake - February 2018

bake - February 2018
Editor's Note - THE CONSUMER ISSUE: major gains for grains
Contents
Management - Class in Session
New Product Success Stories - THE EVERYTHING CROISSANT
Technical Corner - Endless Varieties of BREADS
Practical Marketing - Waking Up BREAKFAST
Equipment Innovations - Tax Overhaul Opens Doors
Whole grains
The Vermont connection
CAKENOMICS
Planning innovation key for spring success
TIME SAVING TIPS
SUPPLY SIDE ECONOMICS
WINNING PROMOTIONS
INNOVATIVE PRODUCTS
Stone milled
Make it sustainable
Chocolate & Decorating - Sweetie Pie Collection
Cakes - Seasonal Flavors
Sweet goods - Vegan Bakery Caters to All
Breads - On the Future of Bread
Pastries - Different Takes on Baklava
Foodservice - We Love PIZZA
Beverages - Coffee to Go
Product Showcase
Classifieds
Ad Index
Formula of the Month - Chocolate Honey Walnut Prioche
bake - February 2018 - bake - February 2018
bake - February 2018 - bake - February 2018
bake - February 2018 - 2
bake - February 2018 - Editor's Note - THE CONSUMER ISSUE: major gains for grains
bake - February 2018 - 4
bake - February 2018 - 5
bake - February 2018 - Contents
bake - February 2018 - 7
bake - February 2018 - Management - Class in Session
bake - February 2018 - 9
bake - February 2018 - New Product Success Stories - THE EVERYTHING CROISSANT
bake - February 2018 - 11
bake - February 2018 - Technical Corner - Endless Varieties of BREADS
bake - February 2018 - 13
bake - February 2018 - Practical Marketing - Waking Up BREAKFAST
bake - February 2018 - 15
bake - February 2018 - Equipment Innovations - Tax Overhaul Opens Doors
bake - February 2018 - 17
bake - February 2018 - Whole grains
bake - February 2018 - 19
bake - February 2018 - 20
bake - February 2018 - 21
bake - February 2018 - 22
bake - February 2018 - 23
bake - February 2018 - The Vermont connection
bake - February 2018 - 25
bake - February 2018 - 26
bake - February 2018 - CAKENOMICS
bake - February 2018 - cake2
bake - February 2018 - Planning innovation key for spring success
bake - February 2018 - cake4
bake - February 2018 - cake5
bake - February 2018 - cake6
bake - February 2018 - cake7
bake - February 2018 - TIME SAVING TIPS
bake - February 2018 - cake9
bake - February 2018 - SUPPLY SIDE ECONOMICS
bake - February 2018 - cake11
bake - February 2018 - WINNING PROMOTIONS
bake - February 2018 - cake13
bake - February 2018 - INNOVATIVE PRODUCTS
bake - February 2018 - cake15
bake - February 2018 - cake16
bake - February 2018 - Stone milled
bake - February 2018 - 28
bake - February 2018 - 29
bake - February 2018 - 30
bake - February 2018 - 31
bake - February 2018 - Make it sustainable
bake - February 2018 - 33
bake - February 2018 - Chocolate & Decorating - Sweetie Pie Collection
bake - February 2018 - 35
bake - February 2018 - Cakes - Seasonal Flavors
bake - February 2018 - 37
bake - February 2018 - Sweet goods - Vegan Bakery Caters to All
bake - February 2018 - 39
bake - February 2018 - Breads - On the Future of Bread
bake - February 2018 - 41
bake - February 2018 - Pastries - Different Takes on Baklava
bake - February 2018 - Foodservice - We Love PIZZA
bake - February 2018 - Beverages - Coffee to Go
bake - February 2018 - Product Showcase
bake - February 2018 - 46
bake - February 2018 - Classifieds
bake - February 2018 - 48
bake - February 2018 - Ad Index
bake - February 2018 - Formula of the Month - Chocolate Honey Walnut Prioche
bake - February 2018 - 51
bake - February 2018 - 52
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