Let Them Eat Cookies! Michel et Augustin Creates Community and Bonding Opportunities Around Kooky Confections

Let Them Eat Cookies! Michel et Augustin Creates Community and Bonding Opportunities Around Kooky Confections

The Quick variation: whenever Marie Antoinette said, “Let them eat cake,” it would likely have been because she ended up being hogging most of the Michel et Augustin cookies for herself. Youth mates Michel and Augustin met in secondary school, and, when they discovered their particular person 9-to-5 tasks to-be unfulfilling, they began a cookie business with a foundation in French pastry. Fast onward 13 many years, and also the two buddies have actually workplaces in France and ny and tend to be attracting the entire world and their snacks, pastries, yogurts, mousses, as well as other desserts fashioned with quick, pronounceable ingredients. The duo additionally shows aspiring bakers that perfecting the ability of French pastry is attainable through their cookbooks and entertaining open residence courses. Michel and Augustin’s fantasy is simple: to really make the world laugh and come together over a shared passion for sweets.


The story of Michel et Augustin began simply adequate. Two boys began palling around in secondary school and became good contacts. But, as with a lot of adolescent friendships, the 2 parted steps after graduation to follow along with their particular paths.

Michel found themselves working in finance in New York, and Augustin ended up being employed in marketing and advertising for Air France. But both soon turned into disillusioned aided by the 9-to-5 routine associated with business world. They reconnected and also the duo devised a wild want to learn all 1,263 bakeries in France and establish the basics of the most effective confectioneries the country had to offer. They typed a manuscript about this — their particular very first collaboration!

After completing their unique journey, in 2004, Michel and Augustin aproned-up and place from a brand new adventure: cooking in Augustin’s home. Their own mission were to produce a line of snacks and other sweets made out of natural ingredients and really love. And, after tirelessly testing and sampling significantly more than 300 recipes, their unique first mixture came to be: the little circular butter cookie. Michel et Augustin was born!

The pair found fast achievements, and so they still innovate more delicious designs, such as a decadent natural yogurt in a bottle, which had been discovered just once Michel and Augustin noticed their valued cow could develop a lot more than butter. They advertise their products because of the trademark “kookiness” while the joy they infuse to their yummy treats.

Spreading a Love for French Pastry across World

Michel et Augustin means more than simply producing a delicious cookie. The organization is bent on attracting from France’s wealthy culinary record to generate masterful sweets.

“It isn’t really practically cookies — it is more about a passion for French pastry,” said Lily Dionne-Jermanovich, Michel et Agustin’s Communications and information Director. “almost anything we make is related to French pastry strategies. We have an extremely powerful commitment with pastry generating as a business enterprise.”

But Lily told all of us an affinity for and expertise of French pastry is not only set aside your product developers (they refer to them as the “recipe staff”) at Michel et Augustin. Part of the businesses kooky society is actually revealing the enthusiasm and expertise of pastry generating so every person in the group, in France and Brooklyn, can prepare become a French pastry chef and grab the nationwide exam (usually a “C.A.P.”). Because of this, everyone can participate in innovating new recipes and talk knowledgeably with enthusiasts, consumers, and people.

“Once a week in France and when a month in ny, all of our Banana Farm (“office”) can become a pastry course where we are going through a traditional curriculum of French pastry and education for certification,” she said. “no matter if you are a site designer or perhaps in sales — the opportunity is actually encouraged for every.”

Though Michel et Augustin supplies an even more expansive line in France, the firm sticks to your same principles and axioms of creation regarding items.

“the one thing our products have in common is a real awareness of flavor and also to the constituents,” Lily stated. “We focus on the quality and convenience regarding the components, and attempt to keep the ingredient number as pronounceable as you can.”

This results not only in a yummy decadence, but in addition a goody you can easily feel good about ingesting together with your special someone.

A Collection of Treats ideal for revealing along with your Sweetheart

There’s just one thing about sharing desserts that starts the afternoon correct or stops an excellent big date. And Michel et Augustin’s projects were intended for simply these occasions.

“its a moment of indulgence at the conclusion of a night out together,” Lily said. “It’s delicious and made with clean components, and this helps to make the minute that much better. It feels good to indulge.”

Because of so many worthwhile treats to select from, there isn’t any have to choose just one single. While there are many even more solutions in France — from chocolate mousse to decadent yogurts and, however, one-of-a-kind snacks — there are many possibilities in america as well.

Lily was actually quick to suggest the most wonderful snacks to give to or delight in with this significant other.

“Our best-selling cookie is actually the 4-Cookie Squares,” she stated. “These include like little square tarts, also come in three types, and will be therefore quickly discussed. We also have Cookie Buttons, which have been hazelnut chocolate chip snacks with hazelnut ganache in. They arrive in packs of two — one personally, choice for you!”

For couples who really enjoy their unique day routine together, Lily informed united states Puff Palmiers are an attractive a.m. option.

“They are puff pastry and taste like Elephant Ears,” she said. “they truly are extremely light and flaky and just the thing for sharing over breakfast with coffee or at tea time.”

Whether both you and your honey are chocoholics or value the sensitive butteriness of caramel (or all things in between), Michel et Augustin has a worthwhile treat for revealing (or sneaking off with for your own personel clandestine cookie affair).

Become involved From the Banana Farm

Michel et Augustin’s viewpoint is the fact that the happiness of desserts is within the posting. As a result it should be no shock society engagement is actually big an element of the organization’s company objective. Everyone is welcomed to cease in and chat (and style cookies) at their Banana facilities (practices) in Paris, Lyon, or Brooklyn.

This attitude began within very start on the company and is part of its center. And Lily noted this approach is exemplified inside the organizations open homes.

“straight away, Michel and Augustin exposed the doors of the apartment to next-door neighbors, buddies, customers, and passersby, for those giving all of them comments, to flavor cookies, to taste brand new dishes these people were evaluating, also to hang out together and mention the things they were doing,” she mentioned. “its something’s really important to all of us today.”

Open up home in the Banana Farm happen in the very first Thursday each and every month in France and ny. Lily informed united states these occasions provide an easy method when it comes to business to provide back again to town by teaching them concerning the history and methodologies of French pastry.

“We invite everyone else, family, pals, clients, and consumers to come show recipes,” she stated. “We carry out taste examinations, focus groups, and perform games. It is a real neighborhood occasion.”

It’s not only enjoyable and tummy-pleasing to go to, in case you lack a cookie friend, imagine all the other dessert aficionados you could potentially meet during the Banana Farm. After all, when someone wants Michel et Augustin addresses, you understand they will have great flavor, and you will have one thing to bond more than.

Michel et Augustin: invested in Random Acts of Kookiness

In true Michel and Augustin type, the duo started a Random Acts of Kookiness effort to motivate and delight people. From a tribute to Michael Jackson towards the cookie square occasion in addition to their torrid Greek account, Michel and Augustin infuse hilarity and delight into all they are doing. You can view why their treats are incredibly addicting — they’re created using natural ingredients and great vibes.

Up next the business is actually a new cookbook whose goal is to greatly help US visitors as well as others overcome the intimidation associated with French pastry.

“we are making a French pastry cookbook for all the US, and it’s really about having fun with these problematic quality recipes,” Lily mentioned. “We’re splitting it down and stating you can do it. If we can, anyone can, so we’re sharing our very own advancement.”

Michel et Augustin is also seeking release their famous chocolate mousse in the US.

“the fantasy for the candy mousse is seduce The united states’s tastebuds.”

And, after sampling the company’s snacks along with other snacks, the usa is actually without doubt in for a lengthy love affair with that mousse.

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