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

by | Sep 15, 2022 | Default

The Quick Version: whenever Marie Antoinette mentioned, “Let them consume meal,” it would likely were because she was actually hogging the Michel et Augustin cookies for herself. Childhood mates Michel and Augustin found in secondary school, and, once they discovered their particular xxx 9-to-5 tasks getting unfulfilling, they started a cookie business with a foundation in French pastry. Quickly ahead 13 decades, plus the two pals have workplaces in France and New York and tend to be attracting the whole world and their cookies, pastries, yogurts, mousses, along with other sweets made with quick, pronounceable materials. The duo additionally will teach aspiring bakers that perfecting the skill of French pastry is attainable through their own recipe books and entertaining open home courses. Michel and Augustin’s dream is not difficult: to really make the world laugh and bond over a shared love of sweets.


The story of Michel et Augustin started merely adequate. Two men started palling around in middle school and became great buddies. But, as with many adolescent relationships, the two parted means after graduation to check out their own routes.

Michel found himself doing work in finance in ny, and Augustin was employed in marketing for Air France. But both quickly became disillusioned making use of 9-to-5 work in the business world. They reconnected in addition to duo devised a wild propose to discover all 1,263 bakeries in France and establish a guide to the very best confectioneries the country had to supply. They penned a manuscript regarding it — their unique very first cooperation!

After completing their own journey, in 2004, Michel and Augustin aproned-up and place out on an innovative new adventure: baking in Augustin’s kitchen. Their own mission were to create a type of snacks also sweets made out of 100% natural ingredients and really love. And, after tirelessly testing and tasting above 300 recipes, their first mixture was given birth to: the small round butter cookie. Michel et Augustin was given birth to!

The pair discovered fast success, and consistently innovate a lot more tasty projects, such as a decadent natural yogurt in a container, that was uncovered only one time Michel and Augustin realized their particular prized cow could develop above butter. They market items utilizing the trademark “kookiness” in addition to pleasure they infuse within their tasty goodies.

Dispersing a Love for French Pastry across the World

Michel et Augustin concerns more than just generating a tasty cookie. The organization is actually bent on attracting from France’s rich cooking history to create masterful desserts.

“it isn’t pretty much snacks — it is more about a love of French pastry,” stated Lily Dionne-Jermanovich, Michel et Agustin’s Communications and material Director. “Almost everything we make is linked to French pastry methods. We now have an extremely strong relationship with pastry making as a business.”

But Lily told all of us an attraction for and mastery of French pastry isn’t only set aside your product builders (they refer to them as the “recipe team”) at Michel et Augustin. The main company’s kooky culture is actually discussing the enthusiasm and expertise of pastry producing so every member of the group, in France and Brooklyn, can prepare are a French pastry chef and take the national test (called a “C.A.P.”). In this manner, everybody is able to participate in innovating brand new dishes and speak knowledgeably with fans, consumers, and people.

“Once a week in France as soon as per month in New York, our very own Banana Farm (“office”) becomes a pastry class where we’re going through a traditional program of French pastry and instruction your official certification,” she stated. “It doesn’t matter if you’re an internet site creator or even in revenue — the chance is actually encouraged for many.”

Though Michel et Augustin provides a very expansive products in France, the organization sticks to the exact same principles and principles of production for many items.

“the fact our items share is actually a real focus on flavor in order to the ingredients,” Lily mentioned. “We concentrate on the high quality and comfort with the components, and attempt to keep carefully the element number as pronounceable possible.”

This results not just in a yummy decadence, and a delicacy you’ll be able to feel good about consuming along with your significant other.

An accumulation of Treats excellent for Sharing With Your Sweetheart

Thereis only something about revealing candies that starts the afternoon correct or comes to an end an excellent time. And Michel et Augustin’s designs were meant for only this type of events.

“its a moment of extravagance at the conclusion of a romantic date,” Lily said. “It really is delicious making with clean ingredients, hence helps to make the moment much better. It feels very good to enjoy.”

With the amount of worthwhile treats to select from, there is need to select one. While there are many even more possibilities in France — from chocolate mousse to decadent yogurts and, without a doubt, one-of-a-kind cookies — there are numerous options available in america as well.

Lily was rapid to suggest the most wonderful treats giving to or enjoy with that special someone.

“the best-selling cookie is actually our very own 4-Cookie Squares,” she mentioned. “they have been like little square tarts, also come in three types, and certainly will end up being so quickly provided. We supply Cookie Buttons, which have been hazelnut chocolate processor cookies with hazelnut ganache in. They are available in packs of two — one for my situation, one for you!”

For partners which love their own early morning routine together, Lily informed us Puff Palmiers tend to be a lovely a.m. alternative.

“These are generally puff pastry and taste like Elephant Ears,” she stated. “they truly are super light and flaky and ideal for sharing more than break fast with coffee or at tea time.”

Whether both you and your honey tend to be chocoholics or value the fine butteriness of caramel (or everything in between), Michel et Augustin has a worthwhile combat for revealing (or sneaking off with for your own personel clandestine cookie event).

Join up In the Banana Farm

Michel et Augustin’s approach is the fact that pleasure of candies is within the posting. So it should be no shock neighborhood wedding is actually a big a portion of the business’s business mission. Everybody is invited to end in and chat (and taste cookies) at their own Banana facilities (practices) in Paris, Lyon, or Brooklyn.

This attitude started during the start of business and is section of their center. And Lily mentioned this approach is exemplified for the business’s available residences.

“immediately, Michel and Augustin opened the doorways regarding apartment to neighbors, friends, customers, and passersby, for individuals giving all of them opinions, to flavor cookies, to taste brand-new dishes these were testing, and spend time with these people and explore what they happened to be undertaking,” she mentioned. “its something’s really important to you nowadays.”

Open up household in the Banana Farm occurs about basic Thursday of every thirty days in France and New York. Lily informed united states these occasions provide a method for any company to give returning to the city by training all of them towards record and methodologies of French pastry.

“We invite everyone, family, buddies, clients, and buyers to come share quality recipes,” she mentioned. “We would taste examinations, focus teams, and play video games. It is a genuine neighborhood occasion.”

It is not only fun and tummy-pleasing to go to, however if you do not have a cookie partner, think of all the other treat aficionados you can meet during the Banana Farm. All things considered, if someone else likes Michel et Augustin treats, you are sure that they’ve great flavor, and you will have one thing to connect more than.

Michel et Augustin: dedicated to Random Acts of Kookiness

In correct Michel and Augustin type, the duo began a Random Acts of Kookiness step to inspire and please the general public. From a tribute to Michael Jackson into cookie rectangular event as well as their torrid Greek account, Michel and Augustin infuse hilarity and delight into all they actually do. You will see precisely why their own treats are addictive — they can be fashioned with natural ingredients and good vibes.

Up after that the business is a fresh cookbook whose goal is to help all of us visitors as well as others overcome the intimidation of French pastry.

“we are creating a French pastry cookbook when it comes to US, and it is about enjoying these extremely tough meals,” Lily stated. “we are splitting it down and saying you can do it. When we can, anyone can, therefore’re discussing our very own development.”

Michel et Augustin can looking to introduce their famous candy mousse in the usa.

“our very own dream for the candy mousse will be seduce America’s taste buds.”

And, after tasting the business’s snacks also goodies, the united states is actually surely in for a lengthy love affair with that mousse.

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About the Author

Melanie & Chelsea

We are Melanie and Chelsea, two Moms from Toronto. We have known each other since high school (Chelsea dated Melanie’s cousin) and have worked together in other ways before launching momfluence.

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