bakingbuyer - March 2011 - (Page PAN 47)

PROFILES El Fogón El Fogón, which means The Cauldron, is celebrating the explosive opening of its second store in Bakersfield, CA. “The new shop is busier than the old one and it’s only been open for a few weeks,” says Julie Moreno, who owns El Fogón 1 and 2 with her husband Val. “It is busier than we thought it would be.” On Saturdays and Sundays, they don’t even have time to take a break. The new store features both traditional Hispanic bakery products such as pan fino, conchas, bolillos, teleras and polvorones, as well as foodservice items such as tacos and pizza. “People tend to buy bakery products and food together,” Moreno says. “Traditionally, after eating, Hispanic people like to have something sweet. Something sweet always follows a meal.” The Morenos chose the location of their second store because there were a lot of Mexican people in the area. Although now that the store is open, they are noticing that it attracts all types of demographics. The building that was standing El Fogón 701 East Brundage Lane Bakersfield, CA 93307 (661) 845-3814 Val and Julie Moreno Owners MARCH 11 on the plot they chose was old, rundown and broken, so they had to rebuild it from the ground up—a process which took one year and four months. The crowds that the store draws, though, clearly show that their hard work was worth it. Products are baked 24 hours a day, 7 days a week at El Fogón, and the bakers are largely assisted by BakeMark’s vast array of mixes and bases, such as the Raised Donut Master Mix and the Extra Moist Cake Mixes. The Morenos’ Mexican flavor is realized in every item sold, but it is perhaps most noticeable in the bread. “Customers try the bread and tell me that this is what it’s like in Mexico,” Moreno says. The fact that the Morenos own one, let alone two bakeries is somewhat of a surprise, considering their background. Raised in Michoacan, Mexico, Val worked as a pharmacist and Julie as his assistant. When their first child became ill, they traveled to California to seek medical treatment. Their baby got better and they decided to stay, working in donut shops and various other bakeries—wherever they could find work. Eventually, they decided to open their own bakery, which led to a second. And now, they already have their eyes on a third location. | PANADERIA 47

Table of Contents for the Digital Edition of bakingbuyer - March 2011

bakingbuyer - March 2011
EDITOR’S NOTE - Reacting to the Economy
CONTENTS
CONTENTS
INDUSTRY NEWS
RBA to Relocate Headquarters
Caravan Names Director, Food Ingredient Sales
Bread Bakers Guild Adds to Board
Hobart Launches “Get Back to Scratch”
Gonnella Baking Promotes Dan Herzog
Danisco Takes Food Protection Gluten-free
IDDBA Speakers for 2011 Show
Expert Baker Joins New French Bakery
Green Baking
Bakery Toolkit
The Power of Promotions
CONTENTS
Inside and Out
Turn Impulse into Volume
Promote Personal Connections
Package, Protect, Promote
Loyalty Rewards
Shopper Spotlight
A Hot Concept
What’s Baking in Semifreddi’s Ovens
Team USA Profile
USA WINS SIGEP BREAD CUP
The Final Results of the Sigep Bread Cup 2011
A Guide to GRADUATION Cake Licensing
Your Options
Related Defi nitions
Here Comes the Groom's Cake
Personal Touch
Pillow Talk
Social Circles
How to Mold Filled Chocolate Candies
Alternative Method for Larger Jobs
Signature Sandwich Breads
Graduates Take th e Cake
Uncertain Times
Bake Your Own Signature
More Cake, Please
Word of Mouth
Creative Inspirations
THUMBS UP FOR GOURMET COFFEE
SANITATION Takes Center Stage
Production Schedule
FEATURED PRODUCTS
PRODUCT SHOWCASE
MARKETPLACE NETWORK
AD INDEX
BAKER’S DOZEN
BakeMark's Panaderia
CARTA DE INTRODUCCIÓN - Fusión Cubana
INTRODUCTORY LETTER - Cuban Fusion
Panes Dulces
Pasteles de Graduación
La Demanda Crece Por Platillos Étnicos y Opciones de Mejor Valor
Fusión Cubana
Porto’s Bakery & Café
Tropicana Bakery & Cuban Café
Reyna’s Bakery
Panadería La Mexicana
La Estrella Bakery
El Fogón
NUEVOS PRODUCTOS DE TRIGAL DORADO
CALENDARIO DE DÍAS FESTIVOS
FÓRMULAS
Sweet Breads
Wheat is on the Rise
Graduation Cakes
The Busy Graduation Season
Plan Ahead!
Demand Rising for Ethnic Fare and Value Options
Cuban Fusion
Porto’s Bakery & Café
Tropicana Bakery & Cuban Café
Reyna’s Bakery
Panadería La Mexicana
La Estrella Bakery
El Fogón
CALENDAR
NEW PRODUCTS FROM TRIGAL DORADO
FORMULAS

bakingbuyer - March 2011