bake - April 2014 - 45

LICENSING
If you recreate schools' logos, mascots, slogans,
etc., on your bakery products without first
obtaining their written permission, you could
run into some serious legal issues in the way of
trademark and copyright infringement.
"Bakers need to get with their local schools and
get permission to use their logos and mascots
for graduation time," Hummel says. "Have
those approval letters on hand now, before the
season arrives."

very popular as were fashion patterns. We expect those two
to continue for 2014," Hummel says. "But the classic cap and
scroll will continue to deﬁne the graduation event."
Color Concepts
Bakery Crafts' survey revealed that the majority of school
colors are white, green, dark blue, light blue, maroon, red,
orange, golden rod, purple, silver, brown, black and yellow.
Several of those colors are dark, which can be a tough look
to achieve without causing bitterness.
Hummel, however, offers this tip: "If decorators start out with
chocolate icing, say chocolate buttercream, and add red or
burgundy to it, they will get a super looking burgundy color,"
Hummel says. "The same is true with the dark greens and
burnt oranges. Starting with chocolate, they will not have to
add as much paste color, which will help keep the icing from
getting bitter. They just have to be sure to let the customer
know it's going to be chocolate for allergies."
You may still want to minimize use of the darkest colors. "I
typically like to balance a cake's look," Brandon says. "If the
customer wants to incorporate dark colors, I either make
those the accent colors, or I color only one tier in the dark
color and the other tiers in the lighter colors."
Marketing Advice
Ask your local schools if you can advertise in their newsletters
and include a ﬂyer in the packets sent out about ordering invitations etc. You can also take to technology to spread the word.
"I would say social media is the best-Facebook, Instagram, and
Twitter," Brandon says. "Also make sure to have samples inside
your bakery, so customers can see what you can do."
A N N A B R AUNS D O R F

This "Boots"
Was Made For
Baking

uy Rogers
earned the
nickname
"Boots" while in
the Army. He once
wrote a girlfriend
about spending long
hours polishing his
boots-even though
he served as a baking
school instructor.
After baking and
decorating cakes in
Viet Nam,"Boots"
spent 16 months at
Fort Bragg where a bakery was created for him, then
closed after he left. In the Army, Guy said, "If you
bake, people look out for you."
In 1976, Guy's grandfather bought the
Westhampton Pastry Shop, located in Richmond,
Virginia's west side. Guy took over the business when
his father, Guy Rogers, Jr., retired in 1990. Today,
Guy's wife, Diana, works with the customers out front
and handles the paperwork. Guy claims he can't run
a business from an office and is on his feet 12 hours a
day working in back with his 15 employees. The shop
specializes in elegant wedding cakes, which Guy
decorates himself.
Guy says his greatest accomplishment is "doing
what my father and grandfather did for a living, and
doing it well." His greatest challenge is to always keep
standards and quality at the same high level.
Guy began using International® Bakers Services
products in the 1960s. "I've always gotten good
results. The flavor does not bake out, and the
quality is the same in every order." Guy relies on
International® B&V®, N&A and Sweet Roll & Danish
Flavor to maintain the consistent quality for which
he strives. If you want consistent quality, turn to
International® Bakers Services.
Contact us toll-free at (800) 345-7175, by fax at (574)
287-7161, or in writing at 1902 North Sheridan Ave.,
South Bend, Indiana 46628. We have the flavors your
customers deserve.

bake - April 2014

Table of Contents for the Digital Edition of bake - April 2014