I was sitting in the break room at the winery, having just finished my lunch. It was a chilly, sunny day, and the break room has a really nice window that looks out on the terrace, the waterfall feature on the grounds, and beyond that over the valley.
I was debating how to best pull off the rest of the week, crank out a new bread recipe for my chef’s latest special, and what kind of desserts I should do for the seasonal menu change. I was grateful for the distraction. The toxicity of social media around the Israel-Hamas War was still trickling through despite me pulling back. When that many lives and that much culture is on the line and the generational trauma of two entire peoples is simultaneously triggered, there’s too much at stake for it to be managed through TikTok videos, memes, and idiotic flame wars- but here we are.
It made my heart hurt, and my mental health required me backing off, so I’d resolved to do what I’d always done when feeling pained and powerless- feed people, and put good things into the world that weren’t there before.
Then my phone rang. It was my wife, nearly in tears. Life was about to provide an object lesson in Pain, Powerlessness, what we do in the face of it, and the things that mean more than posting “the right things” on social media.
Coming into a new restaurant to take control of an existing menu and program is an interesting experience if just because of the line that gets walked between tradition and innovation. Telling a new cook who keeps talking about “the way it was done at their old place” that it doesn’t matter- they’re here now, we do it this way, you will too- gets a twist when you step in at a level of creative control. “Make it new…” but not too new.
The house bread at my winery cannot be radically changed- too many people love it, it’s too embedded in the menu. Well and good. The cookie recipes, however, and especially a Canele recipe that only one person could ever make work well? Those required the addition of creativity and craft to make them work better and BE better.
No fancy new ingredients. No strange chemical or additions. The best “secret ingredients” are techniques- and the very best ones aren’t even that.
It rained last night. The tiny puddles on the furniture of the screened-in patio tell that clearly enough, and there is still the smell of petrichor in the air beneath the smell of pine in the pre-dawn humidity. I’m back on the East Coast, visiting my in-laws in South Carolina, and the weather of the southeast is both oppressive and comforting- like an old friend who can’t help but keep mentioning how much both of you have changed.
As the previous two weeks of work came to a close- preparing for a massive event, the increasing tempo of business, and preparing my small team (and the kitchen itself) for my absence- I dragged myself into the first of two too-cheap-for-their-price plane seats and quoted the Magnus Archives again. “I have done my work well, and none may ask more of me.”
Fall is without a doubt my favorite season. Flip flops and shorts give way to jeans and boots, t-shirts becomes hoodie and scarves, and the world makes it clear that it’s getting close to time to wind down.
For everyone who’s not running a pie shop, that is.
As soon as summer ends, it’s the signal for my pie shop to shift into high gear. We’ve pulled out of farmer’s markets for the remainder of the year to focus everything on production. A frustrating and confusing decision for sure- fall is prime farmer’s market business- but in the context of a tight team, it makes more sense. The time between Halloween and New Years Eve is our Super Bowl. I have been trying to train my team and stock us up on supplies for the entire year, because we are about to make fully 30% of our income for the year in 8 weeks.
It’s “go time.” We’ll be ready, though. It’s what I’ve trained for, in the career I was born for. As pie after pie flies out the door into waiting hands, though, it’s easy to forget why I love being a baker. I’m no longer the adrenaline junkie I was when I started in this field, despite what my caffeine addiction might say about it.
Pie after pie after pie into one set of hands after another, it’s easy to forget that these customers are people- that our pie is going to be enjoyed by their families, and that it will make their various holiday dinners that much more enjoyable.
It’s important to do business well, but you can never forget why you chose to go into business or join an industy like this. For me, no matter how many pies I sell or books I write, I have one small and simple dream.
I want to be Matt the Baker.
Farmers markets took a lot of my time this summer, and the sales weren’t always the best- but they felt closer to my dream than anything I’ve done.
“Do what you love” is the best and worst advice you can ever give someone. Given a choice, few people would ever willingly spend eight hours a day doing something they despise, but figuring out how- or more often, what it is that you “love”- is a tall order. Even when you do, you have to figure out exactly how you’ll love to do it and what to do if that changes.
There’s lots of ways to be a “baker” or “pastry chef,” and the job itself can vary wildly. More time in the kitchen or less? Small operation, or a cog in a corporate machine? Fine dining or simple cafe? Year-round or seasonal? It takes a while to figure out what you like to do, and you can waste a lot of time chasing what you think you’re “supposed” to want or like doing.
So who would I be as “Matt the Baker,” and what would I do?
I would be Matt the Baker, and Matt the Baker would be me. I’d be a part of my community- The Baker. I’d make pies, cookies and pastries all day, everyday. I’d sell them and know each and everyone of my customers by name and face. I want to remember their birthdays and anniversaries, and make sure I have their favorite flavors on hand.
I want to have regulars. I want people who make my pie part of their routine, and I want to see their kids grow up eating my pie. I want to hire the ones that are curious, teach them to bake, and send them off to culinary school to learn to do more and better.
I have no interest in wholesale or catering. I want to pick and change my menu based on what is available near me and what my customers love. I don’t want any middleman between me that the people who eat my work. I know that will make my work more seasonal and give me less wiggle room- wholesale and events do offer a certain amount of financial security for all the effort that goes into making a retailer or organization happy- but it will never be worth the frustration and irritation to me.
My business will start. It will grow as far as I care for it to, and when- if- I’m ready to move on and not be Matt the Baker anymore, I will sell or leave it others and move on knowing I spent my life and time building something simple and beautiful, and needed for its time.
Plenty of people in this world will make a lot more money and be more “successful” without being able to say that.
I want to leave behind happy people, a lot of stories, and plenty of good memories. It may not happen as “Chef Matt”- but it will happen the closer I get and stay to just being “Matt the Baker.”
Last week I brought up the ins and outs of “secret” recipes- why we have them, why we might not, and how to keep recipes safe behind the law.
In writing it, I said that I am generally happy to share my recipes for a number of reasons- but that I won’t share some recipes for sentimental reasons. When I said that, I was thinking of one of my recipes in particular.
It’s a recipe that very few people outside my family know, one that I have been tweaking and trying to perfect for several years, and this is the story of why I decided I was gonna hold it close to my chest from now on.
The Black Hat Baker 