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.
