bake - May 2018 - abm - 1



The greatest thing since sliced bread might never have
happened if it wasn't for the greatest thing before sliced
bread: yeast. This single-celled microorganism - known as
Saccharomyces cerevisiae within the baking industry - has
been a staple with bread makers for thousands of years. But,
it has only been since the second half of the 19th century -
1868 to be exact, when Charles and Max Fleischmann joined
with Cincinnati distiller James Gaff - that the foundation for
Fleischmann's Yeast was formed.
The brothers quickly found value in the established Vienna
Process not known in the United States at the time and
ultimately revolutionized the way Americans baked. Eight
years later, the duo introduced their bakery yeast at the
Centennial Exhibition in Philadelphia and instantly gained
exposure to an audience of more than 10 million people.
Since that time, Fleischmann's Yeast has been on
the forefront of innovation including:
* Creating the first chain restaurant in the U.S. - the Vienna
Bakery - in multiple cities
* Championing the fast delivery of products to customers
* Generating masterful marketing programs - from health
campaigns to mascots
* Developing an active dry yeast product that did not require
refrigeration - just before WWII

In 2018, Fleischmann's Yeast is now known as a generational,
tried and true product with at-home bakers, and as a trusted
brand with industrial bakeries located across North America
for decades.
150 years later, AB Mauri North America - along with
its parent company Associated British Foods - has been
entrusted with both maintaining and elevating the brand's
legacy in the years to follow. The big question, however, lies
ahead: What will the future of baking look like 150 years
from now?


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