Food Sense

What’s a vegan baker to do?


As I’m gearing up for my final exam in accounting later today, I’ll share a business problem with you, recently examined in The Wall Street Journal. With two wins on Food Network’s Cupcake Wars, TV appearances by Sara Beth Russert, of Seattle’s Mighty O’ Donuts, the growth of NYC’s Babycakes to Los Angeles and Orlando’s Walt Disney World, (and of course, the many amazing vegan blogs and books out there) - you could say that vegan baking is making a pretty delicious name for itself. Still, however,

Some vegan bakeries don’t flaunt their identity for fear of scaring off customers. That stirs up proud vegans who believe every delicious pastry should help promote a world in which no animal is used for the sake of a snickerdoodle.

In fact, after removing “vegan” from her marketing materials and storefront, at least one vegan baker saw her revenues steadily start to grow.

So, what do you think? To proudly label, or not to proudly label? Is it enough to call our baked goods “egg- and dairy-free?”

Read the full Wall Street Journal piece here, and leave your thoughts in the comments below.

And, check out this video of BabyCakes NYC owner Erin McKenna, sharing her “tricks of the trade” for making tasty vegan treats:


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