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Cookie Company Wins Two sofi Awards in First Time Out

By Lorrie Baumann

In her first time entering the sofi Awards, the Specialty Food Association’s annual paean to creativity and craft in specialty foods, Susan Palmer, “The Girl in the Little Red Kitchen,” took home two statuettes in the baked goods and bakery desserts category. She won the silver award for her Monster Cookie Pie, a ready-to-bake spin on a skillet cookie that’s loaded with peanut butter, chocolate, oats and chocolate candy, while her Elvis Cookie Pie won a bronze sofi Award with its peanut butter, banana and chocolate to evoke Elvis Presley’s banana and peanut butter sandwiches. “I’d had the intention of entering for the past couple of years,” she said. Those plans fell apart, but, “This year, when I heard the announcement, I was on it.”

Palmer started her career in the specialty food business with a food blog that she named “The Girl in the Little Red Kitchen,” where she posted inspiration for home cooks and bakers along with recipes for Oatmeal Breakfast Bars with Almond Butter and Jam; Baked Brie en Croute with Honeyed Almonds, Cherries and Thyme and Honey Walnut Fig Cake around weekly meal plans for home cooks looking to change up their dinner repertoire with healthy options. “Writing and cooking have always been a passion of mine,” she said. “Everyone cooked in my family. My brother was a professional chef for a while…. My mom made everything from scratch. She worked full-time, and she would always come home and cook a delicious dinner every night. We visited farm stands before farmers markets were a thing.”

In 2011, she won her first local baking competition, Brooklyn, New York’s Cookie Takedown with a people’s choice award for her Chocolate Salty Cara-Mal-Lard Cookies, a triple chocolate cookie filled with caramel made with duck fat. The next year, she won more awards at the next Cookie Takedown, and she won an Ice Cream Takedown as well. “I took top prizes in a lot of competitions. That was when I decided I was doing something that people really like,” she said. “I was doing an office job that I wasn’t happy with, and I decided it was time to figure this out and move on from there.”
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Her blog was earning enough at that point to give her the freedom to chuck the job, and once she’d figured out that what she wanted to do next was to focus on cookies, she booked space in an incubator kitchen and launched a Kickstarter campaign to help her fund her Little Red Kitchen Bake Shop. She planned to take orders for cookies on her website, bake them in an incubator kitchen and put them in the mail the next day. “Anyone’s going to be happy if you cook a meal for them, but baked goods touch that special place in your heart,” she said. “Can you be unhappy if someone’s just handed you a cookie? I’m a happiness maker.”

It took a bit more than a year to develop the recipes for her first product line and get her business off the ground. Two years later, she invented cookie pies, giant cookies made from the best ingredients she could find, with doughs studded with inclusions and packed into foil pie pans and frozen ready to ship to consumers who’d bake them at home. She made several varieties: the Monster Cookie Pie that won the silver award this year; Chocolate Peanut Butter; Caramel Snickerdoodle and the Elvis Cookie Pie that won the bronze award. Those varieties are all available for wholesale. She also offers a couple of other varieties for local customers, Rocky Road and Kitchen Sink, which includes pretzels and potato chips. Rocky Road and Kitchen Sink don’t freeze well, so they’re not shipped or offered for wholesale.

Once her wholesale business started to take off, Palmer moved out of the incubator kitchen and into a commercial kitchen in Brooklyn. She put her blog on hiatus, and when she got the chance to enter the sofi Awards this year, she took it. Now she’s taking the COVID-19-enforced business slow-down as her opportunity to route a course for her journey chauffeured by sofi. She’s on the hunt for a sales agent who can broker her Cookie Pies along the East Coast, since her products arrive in their best condition when they’re in transit for no more than a day or two from Brooklyn. “I feel like we’re sort of in a holding pattern right now,” she said. “I’m looking for a New York-based broker. Sales has never been my strong point. I’m hoping that the sofi wins will lead me there.”

A Convenient Option for Keto Consumers

By Lorrie Baumann

Lenny & Larry’s Keto Cookie™ was designed to appeal to consumers who may have been finding it more difficult to stick to their keto diet regimen while they’re staying at home this year. The diet, continues to be very popular among American consumers, partly because it’s associated with rapid weight loss, but it’s considered to be one of the harder diets to follow over the long term. “People are still eating keto even though we’re in the middle of a pandemic,” said Megan Crossland, Vice President of Marketing for Lenny & Larry’s. “People are very committed to that lifestyle.”
The Keto Cookie was designed as an option for those consumers, as well as for those following a plant-based diet, a rapidly growing market. The global ketogenic diet market amounted to almost $10 million in 2018 and has grown since then. It’s projected to reach $15 billion by 2027. “Plant-based foods is still growing by double digits on a large base, so it’s definitely a relevant trend,” Crossland said.

The Keto Cookie offers those consumers an extremely convenient way to meet their dietary goals. The cookie is a 1.6-ounce soft-baked cookie that’s made with no eggs, no butter and no grain. Coconut oil keeps them soft and provides healthy fats. They’re fiber-rich to help keep hunger at bay, and they deliver 8 grams of protein and only 3 grams of net carbohydrates. They’re offered in three varieties: Chocolate Chip, Peanut Butter and Coconut.
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The Keto Cookie joins a Lenny & Larry’s line that already includes The Complete Cookie, a vegan cookie that offers up to 16 grams of plant-based protein and 10 grams of fiber. It’s offered in 13 flavors that include Double Chocolate, Snickerdoodle, Birthday Cake and White Chocolate Macadamia in addition to classics like Chocolate Chip, Peanut Butter and Oatmeal Raisin. Seasonal flavors include Pumpkin Spice, Gingerbread and Peppermint Chocolate, which are shipping to retailers now. The Complete Cookie is offered in two sizes, a 4-ounce cookie that’s intended as a meal replacement and a 2-ounce snack size. They’re all individually wrapped.

The Crunchy Cookie from Lenny & Larry’s offers a texture that’s a bit crisper than soft-baked Complete Cookie. It’s single-bite size, so The Crunchy Cookie is packaged in either a 1.25-ounce bag that’s the right size for a lunch box as well as a resealable 4.25-ounce bag that contains about 3.5 servings. “You can store the large bag in the pantry and snack on it throughout the work day,” Crossland said. “The small size works great to pack in lunchboxes.” The Crunchy Cookie is offered in Chocolate Chip and Double Chocolate varieties.
“Our portfolio is perfectly positioned at the intersection of comfort food, protein for feeling full and eating healthy,” Crossland said. “This pandemic is really bringing to people’s attention in stark relief the link between diet and exercise and your health.”

Family Tradition Drives Toufayan Bakeries Through Pandemic

By Lorrie Baumann

In 1926, Karen Toufayan’s grandfather Haroutoun was a baker living amidst an Armenian community in Egypt. As soon as he could after he emigrated to the United States in the mid-1960s, he set out to make a living in his new country doing what he knew best – making the pita bread that had its origins in the prehistory of the Middle East. In the fall of 2018, Toufayan Bakeries celebrated 50 years of doing business in the U.S.

Haroutoun and his son Harry set up their bakery near the New York-New Jersey border with a small retail store in front and the bakery in the back. “They would bake the bread and sell it in their store and load it up in a station wagon and go out and sell it to restaurants and other retail stores,” Karen said.

Toufayan’s business as a wholesale bakery really started when Harry persuaded a local delicatessen that his front counter would be a great place to merchandise bread to go along with the sliced meats that the store was selling to customers who were buying them for sandwiches they’d make at home. Once that first delicatessen owner was successfully ringing up sales of Harry’s pita breads, he started knocking on other doors, Karen said. “As he got bigger orders, he automated and moved the business to North Bergen, New Jersey, and expanded his retail customers to include pretty much everybody up and down the East Coast.”

From there, the business just continued to grow, and in the early 1980s, Toufayan Bakeries expanded again through the purchase of a bakery in Orlando, Florida. Harry added breadsticks that had been the Florida bakery’s specialty to his product line and began including flatbreads and other pita breads. In 2000, the company moved out of its North Bergen bakery and into a larger facility in Ridgefield, New Jersey, where the company is now headquartered. “We operate out of 180,000 square feet,” Karen said. “The Orlando bakery has expanded many times over the years and is now a little over 200,000 square feet.” The company’s latest expansion is already under way and will enlarge the Ridgefield plant yet again. It is scheduled for completion this fall.

The company has also acquired a cookie bakery in Plant City, Florida, where Toufayan makes cookies, gluten free cookies and its gluten-free Pita Chips as well as hamburger and hot dog rolls.
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Toufayan Bakeries was the first company to introduce a Gluten-Free Wrap to the market, and its Smart Pocket is a modern take on its traditional pita breads – it’s got a pocket like a pita, so it’s easy to stuff, but it’s square, so it’ll fit into a sandwich bag. Toufayan also makes bagels as well as flatbreads that predate even pita in the history of Middle Eastern yeast-risen wheat breads. Toufayan Naan breads are offered in Garlic and Plain flavors, and the company also offers a traditional Tandoori bread. “We’ve certainly mastered it when it comes to the different flatbreads,” Karen said. And, of course, the company still makes lots of different pita breads so essential to the cuisine of the homeland that Harry embraced, and the company’s wide range of products are distributed and merchandised in bakery and deli departments of supermarkets across the U.S. “We’ve always been classified as specialty,” Karen said. “We’re not sliced white bread – we’re pita bread.”

These days, the company is being run from day-to-day by the third generation of the family, which includes Karen, the company’s Vice President of Sales and Marketing; her brother Greg, who oversees the factories and day-to-day operations; and her sister Kristine, who manages the company’s business affairs. “I’m lucky enough to be third-generation, and I’m even luckier to be working alongside my brother and sister,” Karen said. “Having our own roles is what makes us successful in working together, My mother and father were very strict, and they made sure that we all just got along.”

Karen’s father, Harry, is still very involved in the business, although he’s had to stay away from the bakery during the COVID-19 crisis. “We’ve been missing him terribly,” Karen said. “Thankfully, he’s safe and he’s healthy, so that’s what’s most important.”

The company has continued to operate through the COVID-19 pandemic by incentivizing the employees of all three bakeries with a bonus and has matched that bonus with large donations to food banks in the communities where the bakeries are located. “It’s a way to thank the communities where our factories are. We thought it was the right thing to do,” Karen said. “We consider all of our team, all the people who work for us, our extended family.”

“It was really important for us to stay open so that we could continue to supply our customers. This was very important to my brother,” she continued. “It was not easy, by any means. We had a lot of people who were afraid to come to work, but we instituted specific distancing procedures to ensure the safety of all our employees. I think we made certain that everyone felt comfortable coming to work. After all we can’t continue to do our jobs, if our own people don’t feel we’re focused on protecting them.”

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