Page 50 - NA_5_1_2011

Basic HTML Version

50 Pastry & Baking
North America
Chef in Focus
ore than ever, consumers have choices, especially
when it comes to what they eat. Today’s socially
conscious customer is concerned with their food’s
origin, health benefits and ecological impact. In a recent survey
by Burst Media, 60% of 1,500 adults polled were willing to pay
more for eco-friendly, sustainable foods. But, how much more?
Although these statistics are good in theory, don’t forget,
sustainability comes at a price and eating out organic can be a
costly endeavor.
Purveyors who choose to embrace this mindset face a new
round of capital investment and skyrocketing organic food costs
which, in the end, need to be passed on to the guest. Not to
mention the general public’s predisposition that “organic” and
“healthy” equals tasteless and flavorless. With all these factors,
too few foodservice pros have been eager to wade into this
culinary new world. So, what is a socially conscious pastry chef,
baker or dessert entrepreneur to do? Is the investment worth
the risk?
One strategy is to go all in, an “if you build it, they will come”
approach. This methodology isn’t for the faint of heart but such
conviction has paid off for Claudia DeLatorre and her eco-
centric pastry shop Cake Flour located in Louisville, Kentucky.
A graduate of the French Culinary Institute in New York,
Claudia DeLatorre doesn’t believe in “junk” ingredients. She has
embraced the organic perspective and does not use artificial
dyes, flavorings or sweeteners, hydrogenated oils, refined sugar
or flour, or preservatives.
By Campbell Ross Walker
Living The Green
Life in Louisville
FCI Graduate Claudia DeLatorre Balances Profits
and Ecological Ideals From a Socially Conscious
Culinary Perspective
Photos by Andrew Hyslop