The brief variation: whenever Marie Antoinette said, “allow the chips to consume cake,” it could currently because she ended up being hogging all Michel et Augustin cookies for by herself. Youth mates Michel and Augustin came across in middle school, and, once they discovered their unique sex 9-to-5 jobs are unfulfilling, they began a cookie organization with a foundation in French pastry. Quickly onward 13 many years, additionally the two friends have practices in France and New York and are seducing globally due to their cookies, pastries, yogurts, mousses, and other sweets fashioned with simple, pronounceable components. The duo also instructs aspiring bakers that perfecting the skill of French pastry is attainable through their unique cookbooks and interactive available household classes. Michel and Augustin’s fantasy is simple: to really make the world look and come together over a shared passion for desserts.
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The storyline of Michel et Augustin began merely sufficient. Two guys started palling around in secondary school and became good contacts. But, with lots of teenage relationships, both parted ways after graduation to check out their very own pathways.
Michel found himself employed in money in nyc, and Augustin had been working in marketing and advertising for Air France. But both soon became disillusioned with all the 9-to-5 work of this world of business. They reconnected and duo devised a wild want to discover all 1,263 bakeries in France and develop a guide to the greatest confectioneries the united states needed to provide. They wrote a book about it â their basic collaboration!
After doing their own quest, in 2004, Michel and Augustin aproned-up and set from an innovative new adventure: baking in Augustin’s kitchen. Their goal would be to generate a line of snacks and various other desserts made out of 100% natural ingredients and really love. And, after tirelessly evaluating and sampling over 300 meals, their own very first concoction was given birth to: the small round butter cookie. Michel et Augustin came into this world!
The two discovered quick achievements, plus they continue to innovate a lot more tasty projects, instance a decadent yogurt in a container, which had been found just once Michel and Augustin noticed their prized cow could create above butter. They sell their products using the signature “kookiness” and pleasure they infuse in their tasty goodies.
Dispersing a Love for French Pastry across the World
Michel et Augustin is focused on more than simply generating a tasty cookie. The company is actually bent on drawing from France’s rich cooking record to create masterful desserts.
“It’s not about snacks â it’s about a passion for French pastry,” mentioned Lily Dionne-Jermanovich, Michel et Agustin’s Communications and Content Director. “Almost everything we make is linked to French pastry techniques. We now have a really strong relationship with pastry producing as a business enterprise.”
But Lily told us an attraction for and mastery of French pastry is not only reserved your item developers (they call them the “recipe staff”) at Michel et Augustin. Part of the business’s kooky society is actually revealing the passion and expertise of pastry producing so every member of the team, in France and Brooklyn, can train become a French pastry chef and make national test (titled a “C.A.P.”). This way, everybody is able to take part in innovating new dishes and speak knowledgeably with followers, customers, and consumers.
“once weekly in France and once monthly in New York, all of our Banana Farm (“office”) turns into a pastry class where the audience is going through a vintage program of French pastry and training your official certification,” she mentioned. “no matter if you are a web page creator or in revenue â the opportunity is encouraged for many.”
Though Michel et Augustin supplies a far more expansive manufacturer product line in France, the organization sticks to your same basics and concepts of design for all products.
“The thing all our products share is an actual attention to flavor in order to the constituents,” Lily stated. “We concentrate on the top quality and ease-of-use with the ingredients, and attempt to keep the ingredient listing as pronounceable as you are able to.”
This results not only in a yummy decadence, but also a treat you’ll be ok with ingesting with your someone special.
An accumulation Treats Perfect for revealing together with your Sweetheart
Thereis just some thing about sharing desserts that begins your day right or closes a great date. And Michel et Augustin’s creations had been intended for simply such occasions.
“It is a minute of indulgence at the conclusion of a date,” Lily stated. “It really is tasty making with clean elements, hence makes the time much much better. It feels good to indulge.”
With the amount of deserving snacks to pick from, there’s really no must choose one. While there’s a lot of even more solutions in France â from chocolate mousse to decadent yogurts and, of course, one-of-a-kind snacks â there’s a lot of possibilities in the usa too.
Lily was actually rapid to recommend the most wonderful treats giving to or delight in thereupon significant other.
“the popular cookie is all of our 4-Cookie Squares,” she mentioned. “they’ve been like little square tarts, come in three types, and that can be thus quickly provided. We supply Cookie Buttons, which have been hazelnut candy chip snacks with hazelnut ganache in. They show up in packs of two â one in my situation, choice for you!”
For couples just who really enjoy their particular day ritual collectively, Lily informed all of us Puff Palmiers tend to be an attractive a.m. choice.
“These include puff pastry and taste like Elephant Ears,” she said. “They’re awesome light and flaky and just the thing for sharing over morning meal with coffee or at tea time.”
Whether your honey tend to be chocoholics or value the delicate butteriness of caramel (or everything in between), Michel et Augustin has actually a worthy treat for revealing (or sneaking off with for your own personal clandestine cookie affair).
Get Involved In the Banana Farm
Michel et Augustin’s viewpoint is the fact that pleasure of sweets is in the sharing. So that it should not be any surprise neighborhood involvement is actually a big part of the company’s business goal. Many people are invited to quit in and chat (and style snacks) at their particular Banana Farms (workplaces) in Paris, Lyon, or Brooklyn.
This mindset started in the start in the company and is also element of the core. And Lily noted this philosophy is actually exemplified in business’s open residences.
“Right from the start, Michel and Augustin opened up the doors of their apartment to neighbors, pals, customers, and passersby, for folks to provide all of them feedback, to taste snacks, to flavor brand new recipes these were testing, and also to spend time with them and talk about whatever they were undertaking,” she stated. “It is something which’s important to us these days.”
Open household during the Banana Farm happen regarding first Thursday of each thirty days in France and nyc. Lily told all of us these occasions provide a way when it comes down to business to offer back again to town by instructing all of them regarding the record and strategies of French pastry.
“We invite everyone else, family, friends, customers, and people in the future share meals,” she mentioned. “We do style assessments, focus groups, and perform video games. It is a genuine community event.”
Not only is it enjoyable and tummy-pleasing to attend, however if you do not have a cookie companion, just imagine all the other treat aficionados you can satisfy within Banana Farm. After all, when someone wants Michel et Augustin treats, you are sure that they usually have good flavor, and you will have something you should bond more than.
Michel et Augustin: Committed to Random Acts of Kookiness
In genuine Michel and Augustin kind, the duo began a Random Acts of Kookiness effort to motivate and please individuals. From a tribute to Michael Jackson toward cookie square occasion in addition to their torrid Greek account, Michel and Augustin infuse hilarity and joy into all they are doing. You will see the reason why their own goodies are addictive â they can be made with 100% natural ingredients and great vibes.
Up next when it comes to organization is actually a fresh cookbook that aims to aid US visitors and others tackle the intimidation of French pastry.
“we are creating a French pastry cookbook for me, and it is about having fun with these very hard meals,” Lily mentioned. “We’re busting it down and claiming it can be done. If we can, everyone can, and we’re discussing all of our progress.”
Michel et Augustin is also looking to start their popular chocolate mousse in america.
“Our dream for our chocolate mousse is always to seduce The usa’s taste buds.”
And, after tasting the company’s cookies also snacks, the united states is actually certainly set for a long relationship thereupon mousse.