bake - September 2017 - 37

Special
has dedicated itself to customer education, becoming

"When we started, most consumers didn't even know

a pioneer in training the public how to bake bread.

anything about artisan bread. Even just deﬁning that
word for people was important," says Amy Emberling.

"We have been fortunate to be doing what we do for
a living. Baked goods seem to really connect people

Preserving traditions

"It was a perfect
exercise in reflection
and storytelling for
this momentous year."

Through its 'BAKE!' hands-on teaching classes,

Amy Emberling, managing partner at Zingerman's Bakehouse

to a place and time that makes them remember
good things. We wanted to give people in the 21st
century the joy and skills that we feel like we've
developed so that they could share in that experience," says Frank Carollo.

Zingerman's seeks to preserve baking traditions
and inspire new ones. Dozens of classes are offered,
giving students the opportunity to thrive in areas

"Most interestingly, the big manufacturers use that

such as fondant, cakes, cookies, breads, pastries,

word now. The challenge of the marketplace is that

pies, and even traditional Hungarian foods that

we had to distinguish ourselves from them. They

Zingerman's specializes in providing to the Ann

follow the letter of the law when it comes to artisan

Arbor community.

bread making, but not the spirit, so we have to
explain the difference between what we're doing and

"I guess we believed from the start that it is hard

the bread in the grocery store that is less expensive

work, so some of the people who took the classes

but is parbaked and maybe doesn't have the ﬂavor

would realize that it was difficult to do, which in

that ours has," she says.

turn makes them happy to pay for that loaf of bread
instead of baking that themselves. We also believed

A big part of Zingerman's product success is that

that it would appeal to people who wouldn't want to

it was well ahead of everyone when it comes to

buy our products, but who would want to learn that

sourcing premium, natural ingredients. The bakery has

craft and be able to do it in their homes. It would

concentrated on this aspect of production from the

increase our exposure and not jeopardize our busi-

beginning, which has allowed it to adapt to the rise

ness," says Carollo.

in public awareness of food health. The Zingerman's
Bakehouse book will put a special focus on how these

Zingerman's also excels in its business structure.

premium, natural ingredients have improved their

Individual managing partners run their respective divi-

recipes, including one featured in this issue.

sions, including at the Bakehouse. The advantage is
that it has real owners in the business, which motivates
and keeps the partners committed to their areas.
Bread is the big focus for the Bakehouse. Artisan
bread making in the United States has come a long
way just in the past 25 years, and Zingerman's has
been an inﬂuential leader in raising the quality of

RECIPE TO SUCCESS
Go to page 58 and check out Zingerman's recipe for Stollen, the
quintessential German Christmas bread and one of the all-time best
treats from the Zingerman's Bakehouse. Stollen has an all-star list
of ingredients. The bakery has been making it since 1993, and can't
imagine Christmas without it.

bread that is served to consumers today.

bakemag.com | SEP 2017 > 37
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bake - September 2017

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