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Permit Them To Eat Cookies! Michel et Augustin Creates Community and Connecting Opportunities Around Kooky Confections

Posted by Hamad Baig on February 21, 2022
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The small Version: whenever Marie Antoinette said, “permit them to consume cake,” it might probably were because she ended up being hogging all Michel et Augustin cookies for herself. Childhood friends Michel and Augustin found in secondary school, and, when they found their particular xxx 9-to-5 jobs are unfulfilling, they started a cookie business with a foundation in French pastry. Quickly ahead 13 decades, and also the two friends have workplaces in France and nyc and are usually seducing the entire world employing cookies, pastries, yogurts, mousses, and various other sweets created using easy, pronounceable elements. The duo in addition shows aspiring bakers that learning the ability of French pastry is actually attainable through their unique recipe books and entertaining open residence courses. Michel and Augustin’s dream is simple: to help make the world look and get together over a shared love of candies.


The story of Michel et Augustin started merely adequate. Two kids began palling around in middle school and turned into good contacts. But, as with a lot of adolescent relationships, both parted steps after graduation to follow their particular paths.

Michel discovered themselves working in financing in nyc, and Augustin was actually in advertising and marketing for Air France. But both shortly turned into disillusioned using the 9-to-5 routine from the business world. They reconnected and the duo devised a wild intend to learn all 1,263 bakeries in France and establish a guide to top confectioneries the united states must provide. They blogged a book regarding it — their particular first cooperation!

After doing their particular quest, in 2004, Michel and Augustin aproned-up and place out on a new adventure: cooking in Augustin’s kitchen. Their particular objective were to create a line of snacks as well as other sweets made with natural ingredients and love. And, after tirelessly screening and sampling above 300 recipes, their own very first mixture came into this world: the small circular butter cookie. Michel et Augustin was given birth to!

The two discovered fast achievements, and they still innovate more tasty productions, such as for example a decadent yogurt in a bottle, which had been discovered only once Michel and Augustin knew their unique valued cow could produce over butter. They market their products or services because of the signature “kookiness” in addition to pleasure they infuse within their delicious snacks.

Distributing a Love for French Pastry all over World

Michel et Augustin is all about more than just making a delicious cookie. The company is actually curved on drawing from France’s rich culinary record to produce masterful desserts.

“it isn’t practically cookies — it’s about a passion for French pastry,” stated Lily Dionne-Jermanovich, Michel et Agustin’s Communications and material Director. “almost anything we make is related to French pastry strategies. There is a very strong commitment with pastry making as a company.”

But Lily told you an affinity for and mastery of French pastry is not only kepted the product builders (they call them the “recipe team”) at Michel et Augustin. Area of the organization’s kooky tradition is actually revealing the love and expertise of pastry generating very every person in the group, in France and Brooklyn, can train to-be a French pastry cook and make the national examination (called a “C.A.P.”). In this manner, everyone can participate in innovating new recipes and speak knowledgeably with followers, clients, and customers.

“weekly in France and when a month in ny, our very own Banana Farm (“office”) turns into a pastry course where we are going right on through a timeless program of French pastry and instruction for any certification,” she said. “no matter whether you’re a website designer or in sales — the ability is urged regarding.”

Though Michel et Augustin offers a more expansive manufacturer product line in France, the company sticks towards the exact same fundamentals and concepts of creation regarding products.

“The thing all our items have as a common factor is a real focus on flavor also to the constituents,” Lily stated. “We focus on the high quality and simplicity in the ingredients, and attempt to keep consitently the ingredient number as pronounceable that you can.”

This outcomes not only in a yummy decadence, and a delicacy you can easily feel good about eating with your significant other.

An accumulation Treats excellent for discussing together with your Sweetheart

Thereis only some thing about sharing candies that starts the afternoon appropriate or concludes an amazing go out. And Michel et Augustin’s productions happened to be designed for only these occasions.

“It is a minute of indulgence after a romantic date,” Lily said. “It’s tasty and made with thoroughly clean elements, and that makes the second that much much better. It feels very good to enjoy.”

With the amount of deserving treats to pick from, there is no have to select just one single. While there are numerous a lot more possibilities in France — from chocolate mousse to decadent yogurts and, naturally, one-of-a-kind snacks — there are many options available in the usa aswell.

Lily was actually fast to recommend the most perfect snacks supply to or appreciate with this special someone.

“Our popular cookie is actually the 4-Cookie Squares,” she stated. “they have been like little square tarts, arrive three flavors, might be thus quickly discussed. We also provide Cookie Buttons, which have been hazelnut candy processor chip snacks with hazelnut ganache inside the house. They arrive in packages of two — one in my situation, choice for you!”

For lovers which love their own morning ritual collectively, Lily informed all of us Puff Palmiers are an attractive a.m. choice.

“they truly are puff pastry and taste like Elephant Ears,” she said. “They can be extremely light and flaky and an excellent option for revealing over breakfast with coffee or at beverage time.”

Whether your honey tend to be chocoholics or appreciate the sensitive butteriness of caramel (or everything in between), Michel et Augustin features a deserving combat for revealing (or sneaking down with for your own clandestine cookie event).

Become involved on Banana Farm

Michel et Augustin’s viewpoint is the fact that the happiness of candies is within the sharing. So that it should not be any shock neighborhood wedding is actually big area of the business’s company objective. Many people are welcomed to avoid in and chat (and style snacks) at their Banana Farms (offices) in Paris, Lyon, or Brooklyn.

This mindset started from the beginning of the business and it is section of its core. And Lily noted this viewpoint is exemplified inside the company’s open homes.

“immediately, Michel and Augustin exposed the doors of their apartment to next-door neighbors, buddies, consumers, and passersby, for individuals provide them feedback, to taste snacks, to flavor brand new quality recipes they certainly were testing, and go out with these people and explore whatever happened to be carrying out,” she mentioned. “It’s a thing that’s really important to you now.”

Start home at the Banana Farm takes place on the first Thursday of each month in France and ny. Lily told all of us these events present a means for any organization to provide back into town by teaching all of them concerning record and methodologies of French pastry.

“We invite everybody, household, pals, customers, and people to come share meals,” she stated. “We would taste examinations, focus teams, and play video games. It really is a real neighborhood event.”

It’s not only fun and tummy-pleasing to wait, however, if you do not have a cookie friend, just imagine all the other treat aficionados you could potentially fulfill within Banana Farm. Most likely, if someone wants Michel et Augustin addresses, you know they will have great taste, and you will have something you should connect over.

Michel et Augustin: dedicated to Random Acts of Kookiness

In real Michel and Augustin form, the duo started a Random Acts of Kookiness effort to motivate and delight people. From a tribute to Michael Jackson into cookie rectangular event as well as their torrid Greek story, Michel and Augustin infuse hilarity and happiness into all they do. You can view precisely why their snacks are addictive — they truly are fashioned with natural ingredients and good vibes.

Up after that the company is a fresh cookbook whose goal is to aid all of us readers yet others tackle the intimidation involving French pastry.

“We’re producing a French pastry cookbook for the US, and it’s about enjoying these very hard recipes,” Lily mentioned. “We’re splitting it down and claiming it can be done. When we can, anyone can, and we also’re discussing our very own progress.”

Michel et Augustin can trying to launch the well-known candy mousse in america.

“Our dream for our candy mousse would be to seduce The usa’s tastebuds.”

And, after sampling their cookies and other treats, the united states is actually without doubt in for a long romance thereupon mousse.


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