Heritage Grains Have Personality

Red Fife Wheat
A land race wheat that acclimates well to many growing conditions. This sweet nutty tasting heritage grain can be planted in spring, or winter. The “Queen” of wheats, she is grace under pressure-whatever you ask of her. From sweet to savory, bread to pastry, she delivers.

Whole Spelt
Flaky, nutty, sweet-natured, not too dependable, changes her mood all the time.

Cornmeal
Like a bass player in a band. Over looked but necessary. Plays in the background but adds structure and backbone.

Buckwheat
Hardcore. Black and white. No soft edges. Has a love, or hate personality, no in between.

Rye
Grumpy grandpa, off putting and difficult at first, but you grow to love it. Likes to be treated a certain way. Then it will be nice.

Kamut
A rural unpaved road. Rough and bumpy. Always there. Part of the landscape. Will eventually take you where you need to go.

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Grandma on the farm.

Kneading Conference East 2013: Crackers, Wood-fired Ovens & Tandoor Baking. (Recipes)

All of the baking at the conference was done in wood-fired ovens, which needed to be kept warm all night for the next days bake.

All of the baking at the conference was done in wood-fired ovens, which needed to be kept warm all night for the next days bake. (all photos copyrighted and credited to: Edmund Rek/rekfotos.com)

Evelyn’s Crackers participated in the Kneading Conference again this year. Co-teaching three workshops with Naomi Duguid: Crackers, Tandoor Baking and Grain Tasting was like a homecoming seeing many of the familiar faces of fellow lecturers and attendees. The conference draws some of the best talent in bread baking, oven building and anything related to dough or grains (even rice this year) making the event one not to miss.

We owe thanks a group of Skowhegan residents who were motivated to address wheat production as an important cornerstone of a growing local food movement. The first Kneading Conference was held in July of 2007 in the heart of Somerset County,

“where wheat production fed over 100,000 people annually until the mid-1800′s. Reviving wheat varieties that succeed in Maine’s climate is not only a realistic goal, but a critical one in light of rising transportation costs and the recognition that food security must rely on local farms. By bringing together the diverse stakeholders who collectively can rebuild lost infrastructure and create demand for local and regional grain systems – farmers, millers, bakers, chefs, wheat researchers – on-the-ground plans take shape. In Maine, the Kneading Conference has been the impetus for start-ups amongst a growing cluster of grain related businesses.” http://kneadingconference.com/

Multiple workshops were going on simultaneously and the images below capture only a fraction of the offering from the Kneading Conference. The open venue is airy and relaxed. One can mingle from one class to another and serves as a model for the Kneading Conference West coming up in September near Seattle, Washington and other agricultural areas interested in reviving local farming heritage.

A view of our outdoor workshop with our own copper covered hearth in the background.

A view of our outdoor workshop with our own copper covered hearth in the background.

The rolling pins of choice for the cracker class are without handles offer a better feel for the dough and become an extension of the your hands.

The rolling pins are without handles for offer a better feel for the dough become an extension of the your hands.

Stamping the rye crackers with Middle Eastern bread stamps before being baked in the wood-fired oven.

Stamping the rye crackers with Middle Eastern bread stamps before being baked in the wood-fired oven.

A beautiful rustic rye cracker stamped by wooden handled bread stamps from the Middle East.

A beautiful rustic rye cracker stamped by wooden handled bread stamps from the Middle East.

Sour dough bagels waiting to be baked for a few minutes before being flipped.

Bagels going into the oven.  They had to be turned on their backs and baked for a few minutes on the wooden board as not to stick to the "floor" of the oven.

Bagels going into the oven. They had to be turned on their backs and baked for a few minutes on the wooden board as not to stick to the “floor” of the oven.

The bagel workshop was full of history and techniques taught by Jeffrey Hamelman.  Truly amazing to watch him bake in the wood-fired oven and learning the adjustments he had to make from a traditional oven. This photo shows a few that stayed in a little too long, but look great to me.

As varied and versatile as the workshop program was, so were the types of ovens at the fairgrounds for the bakers to use. This one was placed on cinder blocks vs. a trailer.

As varied and versatile as the workshop program was, so were the types of ovens at the fairgrounds for the bakers to use. This one was placed on cinder blocks, most were on movable trailers.

Tandoor baking class.

Tandoor baking class with Naomi Duguid.

Stretching the dough before baking it in the Tandoor.

Stretching the dough before baking it in the Tandoor.

Carefully adding the dough to the sides of the tandoor oven.

Carefully adding the dough to the sides of the tandoor oven.

A piece of naan bread ready to come out of the Tandoor oven.  The long steel tools hold the bread in place and pull it from the oven sides at the same time.

A piece of naan bread ready to come out of the Tandoor oven. The long steel tools hold the bread in place and pull it from the oven sides at the same time.

Fresh from the Tandoor.

Fresh from the Tandoor.

Rye bread dough ready to be shaped.

Barak Olins has shaped his rye dough that will be baked in the copper wood oven.

Barak Olins has shaped his rye dough that will be baked in the copper covered wood oven.

Rye bread just out of the wood-fired oven.

Rye bread just out of the wood-fired oven.

The most important part of a wood-fired oven.  The door.

The most important part of a wood-fired oven. The door.

Can Farmers Markets Sustain Small Businesses?

IMG_1126A few years ago we discovered an endangered heritage wheat (Red Fife), that became the canvas of our creativity and a gateway to the farmers markets. Evelyn’s Crackers is in our 5th year and can still be found at several farmers markets in Toronto. Our crowning achievement was representing Canada at the Slow Food Conference in Italy and being recognized for our advocacy of heritage grains and establishing a link from grower to consumer. We realize being recognized at the global level for our dedication is an honor, but more importantly it raises awareness of these forgotten grains and provides initiatives for growers, millers and food artisans to use them. Each year more farmers markets are forming and for vendors to continue to make long term commitments there needs to be a more focus on the ability of the farmers markets to grow small businesses.

Within our first season at the farmers market we were contacted by a local butcher to merchandise our crackers based on their customer requests. To sustain our business, especially during the off-market season, we have to sell to retailers. The costs associated with wholesaling are much more and the margins are much less. For example, if I have 10 stores that order $100 every month that is $1000. 50% is the cost to make the crackers, the labels, packaging, bar-code and nutritional analysis. That does not factor in the cost of delivery, or any credits that would be given for breakage or expiration, not to mention chasing down past due invoices, or the possibility of not being paid due to insufficient funds. Some retailers will not pay before 60 days, therefore greatly affecting cash flow. The exposure in stores raises the awareness of the brand but there are many more costs involved.

To generate significant revenues you are looking at at least 200 accounts. That number of stores requires a distributor who takes up to 35%, on top of the 40-60% of the retailer takes drives up the retail price significantly. It doesn’t take long to see the pressures within the industry to source cheaper and cheaper ingredients to make up for these extra costs. To continue using heritage grains grown organically and nearby we offset these extra costs by delivering to stores ourselves and selling at farmers markets.

It  takes 2-3 years to establish a following, however the benefits to selling at farmers markets is the ability to build a brand, have instant feedback and to experiment with flavors and methods of production. We offer many more items at the farmers markets than we ever would through our retail partners. Our margins are better and we can connect and sell directly to consumers. Ironically, our application was rejected for at a new market starting its second season this year because a few of our crackers are being sold in a retail store nearby. Their reasoning, “You are too big for the market.”

There are significant failures to see the importance of farmers markets it’s ability to sustain small businesses. There is a failure to understand the food system and how it relates to the small producer and the challenges associated with competing with the agri-industry for prices and market share. Farmers market vendors should be encouraged to wholesale. You cannot build a local food economy one day a week, 5 months out of the year. The farmers market needs to move beyond the impulse buy because small businesses can make an impact. To date, Evelyn’s Crackers has purchased over 3 tons of Ontario grains. There is serious disconnect when our limited success strikes against us.

New farmers market organizers are missing opportunities to look beyond the market. They are getting caught up in surveys instead of being leaders and working towards a long term vision and creating a market identity. Not very often someone with “skin in the game,” or vendors making a living in the farmers markets are part of the decision process, or creating priorities of the market, or who should attend. Those who have the most at stake should have the biggest voice.

The farmers market has been part of every day in every corner of the globe for eons. We, in North America, are rediscovering ours. Evelyn’s Crackers is only one example of what is coming out of the farmers market and as one of the first artisans to use endangered grains we certainly cannot become big enough.

Making Sense of Food Labeling


Natural. Free-range. Cage-free. Grain-fed. Hormone-Free. Antibiotic-Free. These marketing buzz-words mean no than the “miracle” health elixirs sold off the back of wagons in the 1850’s. They are simply suggested terms that imply goodness and make you feel better about what you are consuming to build brand loyalty. Oftentimes manufacturers will do everything they can do to offer the impression that they have your best interest in mind, but actually do the opposite to gain market share and increase profit. A good business model actually, but not great if you are a consumer trying to get to the bottom of what you are actually eating.

Here is a quick example (link) by Michael Pollan showing how we can bypass the maze of the processed and find real food.

granola lable working file

 

Holiday Gift Bags

Looking for that perfect gift? Holiday gift giving for us has been quite simple for the past 5 years because all of our friends and family receive Evelyn’s Crackers. So much so, it may be becoming like this for a few folks:

cracker monster So we now offer our Cookies and Granola. And so can YOU!!

Gift Bags Options:

“I like you” $20 (3 items)

“I love you” $35 (5 items)

“Can’t live without you” $50 (7 items)

Look at our Our Flavors Page for full selection.

Pre-order via email or comment below: evelynscrackers@gmail.com.

Arrange pickup at the Wychwood Barns/Evergreen Brickworks farmers markets

more info: here


gift bag

Salone Del Gusto Slow Food Italy 2012

Turin, Italy is the home for the Slow Food Mother Earth Conference every two years.

We are back from the bi-annual Slow Food conference in Turin, Italy as Canadian delegates showcasing our crackers and shortbread made with Red Fife wheat (a once endangered grain). Along with other delegate farmers and artisan food producers representing Canada and the Slow Food Ark of Taste we soon discovered hundreds of other like minded dedicated people from all over the world committed to putting endangered foods and heritage traditions back into the mainstream.

There was so much to see and taste and visitors took advantage of every minute of the 6 day conference. The former Winter Olympic ice-skating arena was filled to capacity with international delegates representing North & South America, Europe, Africa, Asia and the Caribbean. In the same complex, a former Fiat factory, housed two massive areas dedicated to foods from all over Italy and a mixture of small and large producers offering a never ending supply of food samples described in just as many banners and signs.

After visiting dozen and dozens of little booths a welcomed respite to the hustle and bustle could be found in a third area dedicated to taste workshops with real-time translators to explain the multiple courses of unique and hard to find foods, beverages and cooking traditions. Many were sold old out quickly, but we were able to attend several. Among our favorites were: Spanish cava, Italian Barolo, Scottish beer (only organic brewery in the country), Tibetan rice, Italian seafood and Italian heritage beef.

Each workshop began the same. First the headsets were handed out, the flight of wine glasses were filled and then the food was served. But not before hearing about the region the food came from, the history and tradition and the advocacy behind reintroducing these flavors.

For a first time visitor, the sheer vastness of the three areas: International Salone, Italian Salone and the Tasting Workshops could independently be the sole focus for the conference. There was so much to see and taste that it will keep many slow-minded people coming back.

Cheeses aged for three years from Gascony, France. All hand shaped and individually flavored with herbs and spirits. This booth drew quite a crowd.

Salt cod from Norway was close by our booth.

Tubors from around the Globe on display. There were 21 different types of millet.

Dawn Woodward, Canadian Delegate for Slow Food Terra Madre Turin, Italy, 2012

A beautiful display of global rices. Truly astounding to see these foods and the efforts made to grow and eat these ancient varieties.

Impressive to see an event on this grand scale and the use of cardboard chairs and wooden pallets as the bases for all of the tables for the hundreds of booths.