A personal lesson was that as much as I try every year to get an earlier start, it just doesn't work that way. We kicked things off with an amazing brunch chez Heather Taylor, but we let it go slack from there. Three months out, bake sale work is a slow slog, executed in a vacuum: you get little feedback, and so there's not much to push you forward. We're busy people. Momentum is impossible. But in those last couple weeks, the frenetic push to get everything done starts getting results, and that feels electric.
This year's bake sale was a little mellow. It fell on Father's Day, so a lot of people were previously engaged. And though we tweeted, blogged, and promoted like crazy, we didn't get the 'big press' that we usually rely on: for various reasons outside our control, we weren't featured on Daily Candy or Good Food this year. So, we learned. Those things do make a difference. Now we know. (But don't worry: our network never lets us down and as of yesterday, we already have a connection to Evan Kleiman for next year!)
Share Our Strength, and any baked goods left over from the day went straight to Hollywood's own Covenant House (note: there is no better sight than a thuggish-looking teen walking down the street licking the frosting off a pink cupcake).
Year five brought us back a little. Though we didn't get quite as many of those little thrills from strangers who'd heard about us from sources we didn't even know about (or New York Times photographers covering our bake sale for a story), we had a solid showing of "our people." Friends stopped by to drop off homemade jams, or some very special popcorn, and stayed the whole afternoon, cafe-sitting and peoplewatching. Others ate the day away, then left with a shopping bag full of even more desserts. Our crew's enormous network of friends and family made up the bulk of the crowd, and it was really fun to see a slew of familiar faces, smiling as they enjoyed sweets, sunshine, and each other's company, all thanks to something we created.
But you know, one reason there were so few strangers is the bake sale itself. Just as we set out, we've built a community. In our first year, back when I was living in Miracle Mile, a new storefront was going up a block or two from me: Kiss My Bundt Bakery. With no knowledge of the business, I blindly sent a message to the email address on their site. The response I got, from Chrysta Wilson, the proprietor of the shop, crystallized the vision for No Cookie Left Behind: she came to baking from being a community organizer, and was grateful to find a way to give back. It was that word: community.
Chrysta donated that first year, and has every year since. She hung out for a while this year, selling incredibly moist red velvet bundts in a jar. So did Meg Taylor of Large Marge Sustainables. Though her delicious catering company has blown up and is now craft services to the stars (including feeding the crew of Jamie Oliver's Food Revolution -- a compliment if I've ever heard of one), she brought her amazing citrus herb shortbread as she has since year one, and stayed to chat. Two days before the bake sale, I emailed Elizabeth Belkind of the wildly successful CakeMonkey Bakery. Back in 2006, there was no CakeMonkey: only the dozens of dulce de leche cupcakes that Elizabeth made for No Cookie Left Behind. This year, her business partner Lisa heeded the call, and I started the morning with a pick-up at their Burbank kitchen, wowed by the incredible smells and the trays and trays of cubed butter in their fridge! I like to think we've had CakeMonkey sweets at the bake sale since before CakeMonkey existed. And of course there's Tai Kim. Tai! What can we say about this man who allows us to wreack havoc on his ice cream shop's tranquil patio year after year, then contributes generously to our cause to boot. We love him.
Heather did a visit for her blog (though I was more thrilled when I dumped the sesame-date-cocoa-nib granola I got at the bake sale in with some greek yogurt, cottage cheese, blood orange marmalade (another bake sale find), fresh apricot, and flax meal for breakfast yesterday. Goodness). Heather also introduced us to Full Moon Pickles, and I can't wait to try their Lady Marmalade, a concoction of meyer lemons and fresh ginger. She also connected us to Holly Flora, who has been helping to make our tables beautiful with their so-special flower arrangements. Our own Peggy contacted her friend Danielle, and a sweet hook-up occurred: pastry chef Danielle Keene of Bittersweet Treats happens to be a Top Chef Just Desserts finalist, and kindly donated free seats in her dessert classes held on a family farm in Malibu to our raffle. This year also brought in Cafecito Orgánico: they've taken over the cafe next to Scoops, and were happy to caffeinate our sweets-loving crowd. (It's all connected, by the way: the founder of Cafecito is a college friend of my friend Juan, they used to provide the beans for that old Kiss My Bundt storefront on West Third, Large Marge used to make food for this shop, and they provide my own morning coffee every Saturday at the Silver Lake Farmer's Market. LA is not so large when there are bake sales.) Our beloved friends at Golden State Cafe donated to the raffle for the second year running, and co-owner Jason Bernstein sent his girlfriend and his mother to buy up sweets while he worked. See? Family.
|my personal take of jams and granola|
That's pretty much how our bake sale goes: if we know you, we will put you to use. And trust us, you will like it. Because once you're in, you're part of our No Cookie Left Behind family. We may be a little dysfunctional, but let me tell you, our family reunions are something else.