Everyday Values at sconecentral.com

The internet, particularly in these difficult economic times, has become an indispensable tool in helping small businesses like ours compete effectively with our much larger competitors. Over the past few years our wholesale web site, www.sconecentral.com has enabled us to:

• improve sales and marketing while reducing costs;
• communicate more effectively and improve customer service;
• offer timely information on discounts and special promotions; and
• reach a national customer base with a small staff.

As a result of our experience we have made some changes to our wholesale site to provide every day value to large and small customers alike:

1. It is now possible to split cases (12 boxes/case; 2 flavors, 6 boxes each);
2. There are volume discounts for as little as 24 boxes per flavor;
3. Freight rates have been lowered to approximately 10% below standard UPS rates;
4. Purchases over $1,000 have one flat rate, regardless of the amount of the order;
5. There is a new in-store baking program which provides foodservice customers who purchase one of our ovens with a year’s worth of free baking mixes; and
6. The minimum order is only $150.

These special values are available only on orders placed on www.sconecentral.com. In addition, we will continue to offer monthly “internet only” specials, twice a year “internet only” sales, gourmet recipes and serving ideas, as well as other cost savings that we realize from making better use of internet technology.

To encourage you to visit www.sconecentral.com we are offering, in addition to all of the items listed above, a discount of 10% on orders for all of our baking mixes placed online through the end of March, 2009. We look forward to hearing from you.

Iveta Gourmet In House Baking Program

Create your own high profit in-house baking program and distinguish yourself from the competition with the enticing aroma and great taste of freshly baked gourmet pastries.

Start with our New Cadco ¼ size convection oven at a special discount price
This compact commercial convection oven is ideal for coffeehouses, tea rooms, caterers and other uses that require high performance in a small space. NSF and UL approved, the oven runs on 120 volts, covers less than 2 ft of counter space and doesn't require venting or an exhaust system. With advanced air flow design, a heavy duty fan, temperature settings from 175° to 500°, a 60 minute timer, heavy duty stainless steel construction, a "cool touch" double wall glass door and reinforced door design, this oven provides small baking operations with professional results at a cost-effective price.

We even include the baking sheets and silicone permanent parchment paper for Free!

We'll add a year's supply of our Award-Winning baking mixes – for Free!
Fill your shop with the aroma of freshly baked pastries and increase your average sale with high margin baked goods. Distinguish your shop from the competition with your own signature products. Offer your customers a variety of freshly baked products; no more stale pastries – bake what you need, when you need it and minimize waste.

Our products are all natural . . . easy to bake . . . made with the finest ingredients . . . and incredibly delicious. True gourmet products with baked from scratch taste. On the first of each month for a year we'll send you a case (12 packages) of assorted baking mixes selected by our staff to introduce your customers to our wide range of products and maximize your seasonal sales.

The Iveta Gourmet In House baking Program – Your Recipe for Success
Start now. If you sell only the free product we provide your equipment will be paid for in a little over 5 months. Buy just one more case of scones per month (which is only 3 more scones per day) and your investment will be recovered in less than 3 months.

For details visit our wholesale web site: www.sconecentral.com.

Heroes

This week we honor our veterans and celebrate the 233rd birthday of the United States Marine Corps.

As a veteran Marine, I’m proud to be associated with this courageous group of men and women who risk so much in defense of our country while asking for so little in return.

Take some time this week to reach out to all members of the armed forces, past and present, and just say thank you. It means more than you can imagine.

Happy Birthday Marines! Semper Fi.

More Gourmet Desserts From Scone Mix

One of my fondest memories of living in Chicago for many years was taking our family to the apple orchard on a crisp Fall Saturday afternoon. Our kids would run around the orchard and gather up a bushel of apples, then we would stop at the bakery and load up on taffy apples, apple slices (I think that's a pastry unique to Chicago) and fresh apple cider. For the next couple of weeks we would splurge on freshly baked apple pies and tarts, hot cider and slices of cold, crisp apples sprinkled with cinnamon.

With apple picking season approaching we put together a recipe for a quick and easy apple tart. We hope you enjoy it and create some great memories of your own.

Apple Tart (serves 8)

You will need:
• 1 package of Iveta Gourmet Apple Spice Scone Mix
• 8 tablespoons unsalted butter
• 1/3 cup milk
• 1 egg for egg wash (optional-creates golden brown crusts)
• 5 small fresh apples

Directions
• preheat oven to 350 degrees
• peel 5 small apples and slice into thin wedges (15-20 slices per apple).
• soften 6 tablespoons of butter.
• add 6 tablespoons of softened butter and 1/3 cup of milk to Apple Spice Scone Mix. (Mix well- make sure no large chunks of butter are in the dough).
• use a floured surface and cut dough into 8 equal parts.
• form 8 flattened circles.
• brush egg wash on both sides of dough circles. Place dough on cookie sheet lined with parchment paper.
• bake for 10-15 minutes.
• in a sauce pan, add the remaining 2 tablespoons of butter, the cut apples wedges and a pinch of cinnamon; saute for about 10 minutes.
• remove circles from oven; flip the circles and arrange the sauteed apple wedges on top; brush once again with egg wash and bake for another 10 minutes or until they are golden brown.
• remove from oven and serve hot with vanilla bean ice cream...yum!

Don't Raise Prices, Just Redefine Value!

I recently read a blog by John Quelch, a distinguished Harvard professor, offering advice to "marketers" who are faced with managing prices in inflationary times. One solution offered by the professor is to "redefine value" instead of raising prices, which appears to be corporate-speak for making your product smaller or cheaper, which Quelch says is "something the candy industry always does in response to inflation."

I'm not sure I'm a "marketer" (somehow that sounds offensive), but I am old enough to remember decades of shrinking candy bars. We always called that "cutting corners", not redefining value. Customers understand the need to increase prices; they just don't like to be taken advantage of. Making something smaller or cheaper and hoping the customer doesn't notice is insulting. Maybe the professor thinks the average Joe is too dumb to care.

I wonder how the professor would feel if his cardiologist or Mercedes dealer decided they were going to redefine the value of the products or services he purchased.

From Scone Mix to Gourmet Dessert

Planning a dinner party? Unexpected company? Interested in a quick, easy and inexpensive gourmet dessert to delight your family or friends?

Try our recipe for a Very Berry Trifle.

Ingredients
• one box of Iveta Gourmet lemon scone mix
• 4 cups seasonal berries
• 1 8oz jar of lemon curd
• 1 cup of heavy whipping cream
• 8oz whipped cream (home-made or from can)
• 8-10 clear serving glasses

Directions
• preheat oven to 350 degrees
• follow the directions on the scone mix to make the dough
• press the dough on a flat cutting board into a flat sheet 3/4" thick
• use a serving glass as a cookie cutter and cut dough into circles
• place dough on greased baking sheet (or use parchment paper)
• bake for 15-20 minutes
• test by inserting toothpick into center of scones until it comes out clean
• remove scones from oven and allow to cool
• slice scones horizontally (like a biscuit)
• begin layering in serving glasses – 1 slice scone, lemon curd, berries and whipped cream . . . repeat until glass is full
• refrigerate or serve and enjoy!

Visit us online for other quick and easy recipes.

Are baked from scratch scones really better?

We manufacture baking mixes. Our scone mixes, in particular, are very popular. For ten years we’ve been traveling around the country sampling our products at hundreds of trade shows, consumer fairs and specialty stores. The customers like them; we’ve had favorable press and won awards; even Oprah liked them enough to feature them on her “O List”.

Yet, it seems like at every stop we have an encounter with a customer that goes something like this:

She approaches, sees our products and says: “Oh, I love scones.” I smile and offer her a sample . . . she tastes, pauses and smiles. I smile back . . . She says: “This is really good” . . . I smile again. She pauses . . . I know what’s coming . . . the dreaded three words: "for a mix”.

My stomach tightens. I smile through clenched teeth. Was that supposed to be a compliment or an insult? All the old insecurities I thought I conquered come rushing back: being stood up for a date; not making the team; the job rejections. I don’t care what the Godfather says. It’s not just business–it’s personal.

Just what is it that makes people think baked from scratch is always better?

The ingredients? Our mixes are all natural, not some box full of chemicals. We use freshly milled, low protein artisan flour, organic unrefined sugar, Blenheim apricots (the best on the market) purchased directly from the farm and other top quality ingredients. Compare that to what you find in your local supermarket.

Is it the preparation? Our mix is quick and easy; you just add heavy cream, mix and bake to get a fluffy, moist scone. People are in a hurry. They want quick and easy, don’t they?

Maybe not. I suppose that for some people, baking scones is an art form, requiring more precision and skill than the average home cook possesses. Quick and easy means you cut corners and don’t do it the right way. They take pride in doing it the traditional way. Beat the eggs in a separate bowl. Cut butter into the flour. . . but make sure the butter is cold. Mix the dough . . . but not too much . . . until its crumbly. Add the other ingredients and slowly fold in the eggs . . . but don’t handle the dough too much. Knead the dough . . . is it 4 or 5 times? . . . but not too much. Do it just right and chances are you’ll still end up with scones that are dense and dry.

Personally, I think it’s the nostalgia factor that makes people think baked from scratch is better. They remember their childhood when Mom made freshly-baked scones from Grandma’s recipe and the whole family was there together to enjoy them. No TV, cell phones, internet or soccer practice. The family actually sat around, read the Sunday paper and talked to one another. How could those scones not taste great?

I know, after ten years I should just get over it and stop whining. People are always going to think that baked from scratch is better than a mix, no matter what we do.

So I go back to sampling.

Another customer approaches and says “Oh, I love scones. I smile and offer her a sample . . . she tastes, pauses and smiles. I smile back . . . She says: “This is really good” . . . I smile again. She pauses . . . here it comes again . . . and she says: “Why don’t mine taste like this?

Life is good.