bake - March 2018 - 27

"We are going against the wave.
We want to allow young bakers who
don't have the money to open stores."

Est. 1993

Pascal Rigo, founder of La Boulange

products are clean, and I'm very proud

bread flour. "The raw materials for me was

of it."

very important, to be able to work with
farmers to process their wheat."

From 2013 to 2015, Starbucks grew its
food business dramatically, and Rigo

Around this time, an upstart grocery

played an instrumental role. Still, he felt

chain called Trader Joe's, then with 40

conflicted.

locations, was beginning to attract a

Gum Paste Flowers

loyal following of customers who were
"The big frustration was that nobody

passionate about organic foods. "We

knew about it," he says. "I told Starbucks,

decided to introduce Pain Pascal to

'Let's put food bars in all US locations

Trader Joe's, and it is still sold today at

and change them every three months

Trader Joe's 460 locations. Initially, we

and tell people about the food.' They

had one small production point - only

said no. I realized they are a coffee

selling very premium organic bread. The

company not wanting to become a food

bakery had to increase in size to meet

company. I became unsure, and I sent a

demand. We grew extremely organically."

very nice letter to Howard."
As business grew, so did his desire to
A year after announcing plans to close

open a retail store. "That was the starting

the La Boulange locations, Starbucks

point. The problem is it worked very

said it was partnering with Princi, a high-

well," Rigo says with a chuckle.

Icing, Cookie & Cupcake Decorations

end Italian bakery and cafe founded by
Rocco Princi in 1986. 

Here lies the essence of the ongoing
friction within Rigo's soul. He strives to

Early life lessons

excel at everything, but once it works

Born and trained in professional artisan

out well, the size and complexity of the

baking in the Bordeaux region of France,

new operation conflicts with his internal

Rigo learned early on about how to craft

desire to keep it small and local.

Décor, Mystical & Razzle Dazzle Powders
FDA Approved "Crystal Color Dusts"

Dragees

recipes from all over the world. This
enlightened background in bread baking

So when Starbucks founder Howard

is one reason he is so passionate about

Schultz reached out to Rigo and

encouraging young bakers to discover.

presented the opportunity to "do craft
bread at a big scale," he agreed - but

In 1991, at the age of 31, "I decided to go

now understands the enormous chal-

to the US," he says. "There were too many

lenge he faced.

great bakers in France that I figured the
only way to make it was to leave."

"When you decide to say yes, you
need to do it for good reason. I had no

Once he arrived in San Francisco, Rigo

reason to sell my business, but this guy

discovered a small organic flour mill in

(Schultz) was extraordinary. Starbucks

Logan, Utah, that specializes in organic

does 68 million transactions a week."

Edible Isomalt Gems

Come visit us
at Booth 612
at the ABE April
8-9, 2018

Foil Cake
Drums

AVALON DECO SUPPLIES, INC.
800-325-3326 · Fax 516-676-6076
www.avalondeco.com

WWW.FACEBOOK.COM/AVALONDECO

info@avalondeco.com

bakemag.com | MON 2018 > 27


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Table of Contents for the Digital Edition of bake - March 2018

http://digital.bakemag.com/sosland/bake/2019_04_01
http://digital.bakemag.com/sosland/bake/2018_07_02
http://digital.bakemag.com/sosland/bake/2019_03_01
http://digital.bakemag.com/sosland/bake/2019_02_01
http://digital.bakemag.com/sosland/bake/2019_01_01
http://digital.bakemag.com/sosland/bake/2018_12_01
http://digital.bakemag.com/sosland/bake/2018_11_01
http://digital.bakemag.com/sosland/bake/2018_10_01
http://digital.bakemag.com/sosland/bake/2018_09_01
http://digital.bakemag.com/sosland/bake/2018_08_01
http://digital.bakemag.com/sosland/bake/2018_07_01
http://digital.bakemag.com/sosland/bake/2018_06_01
http://digital.bakemag.com/sosland/bake/2018_05_01
http://digital.bakemag.com/sosland/bake/2018_04_01
http://digital.bakemag.com/sosland/bake/2018_03_01
http://digital.bakemag.com/sosland/bake/2018_02_01
http://digital.bakemag.com/sosland/bake/2018_01_01
http://digital.bakemag.com/sosland/bake/2017_12_01
http://digital.bakemag.com/sosland/bake/2017_11_01
http://digital.bakemag.com/sosland/bake/2017_10_01
http://digital.bakemag.com/sosland/bake/2017_09_01
http://digital.bakemag.com/sosland/bake/2017_08_01
http://digital.bakemag.com/sosland/bake/2017_07_01
http://digital.bakemag.com/sosland/bake/2017_06_01
http://digital.bakemag.com/sosland/bake/2017_05_01
http://digital.bakemag.com/sosland/bake/2017_04_01
http://digital.bakemag.com/sosland/bake/2017_03_01
http://digital.bakemag.com/sosland/bake/2017_02_01
http://digital.bakemag.com/sosland/bake/2017_01_01
http://digital.bakemag.com/sosland/bake/2016_12_01
http://digital.bakemag.com/sosland/bake/2016_11_01
http://digital.bakemag.com/sosland/bake/2016_10_01
http://digital.bakemag.com/sosland/bake/2016_09_01
http://digital.bakemag.com/sosland/bake/2016_08_01
http://digital.bakemag.com/sosland/bake/2016_07_01
http://digital.bakemag.com/sosland/bake/2016_06_01
http://digital.bakemag.com/sosland/bake/2016_05_01
http://digital.bakemag.com/sosland/bake/2016_04_01
http://digital.bakemag.com/sosland/bake/2016_03_01
http://digital.bakemag.com/sosland/bake/2016_02_01
http://digital.bakemag.com/sosland/bake/2016_01_01
http://digital.bakemag.com/sosland/bake/2015_12_01
http://digital.bakemag.com/sosland/bake/2015_10_01
http://digital.bakemag.com/sosland/bake/2015_09_01
http://digital.bakemag.com/sosland/bake/2015_08_01
http://digital.bakemag.com/sosland/bake/2015_07_01
http://digital.bakemag.com/sosland/bake/2015_06_01
http://digital.bakemag.com/sosland/bake/2015_05_01
http://www.nxtbook.com/sosland/bake/2015_04_01
http://digital.bakemag.com/sosland/bake/2015_03_01
http://www.nxtbook.com/sosland/bake/2015_02_01
http://www.nxtbook.com/sosland/bake/2015_01_01
http://www.nxtbook.com/sosland/bake/2014_12_01
http://www.nxtbook.com/sosland/bake/2014_10_01
http://www.nxtbook.com/sosland/bake/2014_09_01
http://www.nxtbook.com/sosland/bake/2014_08_01
http://www.nxtbook.com/sosland/bake/2014_07_01
http://www.nxtbook.com/sosland/bake/2014_06_01
http://www.nxtbook.com/sosland/bake/2014_05_01
http://www.nxtbook.com/sosland/bake/2014_04_01
http://www.nxtbook.com/sosland/bake/2014_03_01
http://www.nxtbook.com/sosland/bake/2014_02_01
http://www.nxtbook.com/sosland/bake/2014_01_01
http://www.nxtbook.com/sosland/bake/2013_11_01
http://www.nxtbook.com/sosland/bake/2013_11_02
http://www.nxtbook.com/sosland/bake/2013_10_01
http://www.nxtbook.com/sosland/bake/2013_09_01
http://www.nxtbook.com/sosland/bake/2013_08_01
http://www.nxtbook.com/sosland/bake/2013_07_01
http://digital.bakemag.com/sosland/bake/2013_06_01
http://www.nxtbook.com/sosland/bake/2013_05_01
http://www.nxtbook.com/sosland/bake/2013_04_01
http://www.nxtbook.com/sosland/bake/2013_03_01
http://www.nxtbook.com/sosland/bake/2013_02_01
http://www.nxtbook.com/sosland/bake/2013_01_01
http://www.nxtbook.com/sosland/bake/2012_11_01
http://www.nxtbook.com/sosland/bake/2012_10_01
http://www.nxtbook.com/sosland/bake/2012_09_01
http://www.nxtbook.com/sosland/bake/2012_08_01
http://www.nxtbook.com/sosland/bake/2012_07_01
http://www.nxtbook.com/sosland/bake/2012_06_01
http://www.nxtbook.com/sosland/bake/2012_05_01
http://www.nxtbook.com/sosland/bake/2012_04_01
http://www.nxtbook.com/sosland/bake/2012_03_01
http://www.nxtbook.com/sosland/bake/2012_02_01
http://www.nxtbook.com/sosland/bake/2012_01_01
http://www.nxtbookMEDIA.com