“Willie, I need to talk to you about something.”
These words came across telephone lines and an ocean. Willie is my high school nickname bestowed on me by my dear friend since 7th grade, Nancy Hirsch. Nancy is a hurricane force of creativity and talent with a huge, loving and fun personality to match. She owns a successful public relations company in NYC and has many interesting, high end and extremely talented clients.
Nancy lives in the Riverdale section of the Bronx. Every morning before work she goes to her neighborhood bakery “Mother’s” for her morning coffee and bagel and assorted baked goods.
“Willie, you have to taste these black and white cookies at my neighborhood bakery. They are the best ones you will ever have. Ever. Lemony cake with amazing icing. I know you will be blown away. I get them right out of the oven.”
She swears one of the secret weapons of her business is sending their famous black & white cookies out with her pitches to media outlets. Without fail, the black & white cookies always prompt a return call.
A few weeks ago Nancy arrived for her morning bakery run and was kibitzing with the owners. Because that’s what you do in a kosher bakery. You kibutz. She learned they might close. The reality is the neighborhood has changed, their clientele is dying off, sales are way down and the landlord is tripling their rent.
This is what has happened to NYC. The multi-generational family owned shops have disappeared. There were people who came here looking for a better life and built something substantial and (they thought) permanent. However, the city has been sold out to developers and the once technicolor fabric of the city has paid the price dearly. Family owned German Delis, Hungarian pastry shops, Polish restaurants, all have been pushed out to make room for banks, chain stores and glass towers.
This is not what New York is about people. This is the anti New York. New York was never generic. It was special. You can find the same cranberry bliss bar at every corner Starbucks. Big whoop. Seriously. Real old fashioned bakeries and business with their specialties and heirloom time worn recipes have been wiped out. These places were integral and critical to what made New York well, New York.
“Willie, when you get to New York, I am going to take you up there. You will not believe how incredible their baked goods are and you have to meet the two ladies in their 80’s who have been working there for 50 years. It would be great if you could write something on your blog but I’m taking them on pro bono. Willie I am going to save this bakery. It’s just not an option for it to close.”
I told you, huge personality and a heart to match.
As for the tasting, we started off with their famous black and whites. They lived up to the hype. Just spectacular! Truly the best I have ever eaten. It was more like eating a cake than a cookie. The cake had a hint of citrus in it and the icing was just incredible. Oh how I wish I had the recipe to share with you.
Were offered chocolate rugelah right out of the oven. It was melt in your mouth divine.
Additionally a plate was put in front of us with more assorted cookies including chocolate dipped coconut macaroons, linzer cookies, rainbow sprinkle cookies and more rugelah.
Then we were offered a tour of the kitchen.
The oven takes up the entire back wall.
There were wonderful old baking machines:
And we got a peek at them making that divine chocolate rugelach:
But no matter who I spoke to, they all mentioned Hedy and Hilde who are alternately loved, feared, revered and respected by every regular customer.
I soon realized this post is not so much about saving a bakery as it is a tale of two sisters and how the fate of the bakery and the fate of these sisters are entwined.
And so a plan is being formulated by Nancy and the owners for repositioning local distribution and mail orders. Most importantly, for press and an invigorated social media campaign to get the word out. To tell people to go and visit. To buy and taste and come back because you can’t resist the black and whites or the chocolate babka or the rugelach.
Mother’s also ships everywhere in the USA. Contact them HERE.
And beyond the black and whites, there are those sisters to think about..
6 comments
I loved the Chocolate Babka. Every time I visit relatives I bring Mother's chocolate babka from the Bronx, and I'm an Italian whose relatives like Italian pastry. Needless to say, the babka is always a big hit and the talk of the dessert table. It's pretty sad that the landlords rent to Starbucks and Dunkin Donuts. I'm sure they hurt Mother's business. Mother's even had great coffee, far superior to Starbuck's in my opinion. A perfect companion to their apple muffins. Mother's will be missed.
Ok now, after reading the full post, I forgive you for taunting me with those cookies and then leaving me recipe-less! I am going to get my New Yorker friend on the case in the hopes she will mobilize her considerable army of challah-loving pals to help save the bakery. Geez, this is precisely why I boycott Starbucks and all chains like it. Makes me sooooo mad!!!
A little bit of chocolate and vanilla…for those days when you want both. It sounds like a great idea for a cookie to me!
You had me at 'best black and white cookies evah'- they're probably my favorite bakery item and I'm definitely making a pilgrimage to Mother's next time I'm in the city!
I especially love today's blog! Will pass it along…
I'm going to be in NY the weekend of Feb 5th. I absolutely must visit Mother's, not just to get my hands on those black and white cookies, but to show my support.
Thanks for sharing, Lora!