Made in Brittany, a region of France which has a long standing tradition with buttery recipes
Produced using cutting edge technology in their plant in Quimper
Melting point between 34-36°C, optimal plasticity and firmness ensure an efficient and effective layering process
Regularity all year long, making the product optimal for working in labs with constant temperature
There is nothing quite like coming home to the smell of something delicious, soft, and sweet baking in the oven particularly during the fall season Pumpkin spice lattes paired with a pumpkin cinnamon roll, slice of pumpkin pie, or piece of chocolate swirl pumpkin bread The obsession with pumpkin season may be the consequence of very effective marketing campaigns, and I am a huge sucker for it
Chef Yann Ledoux, Founder of Bread Story, one of the entities under the Drax Group’s umbrella has a passion for bringing people together over bread and authentic, high-quality French baked goods In this issue, we explore what makes Bread Story so special; not just a bakery that supplies bread, but a meaningful aspect of people’s routines and the pulse of New York’s Stuytown community
I had the privilege of sitting down with Yann and having a conversation on values, authenticity, and how to live, function, and run a business in alignment with the two
He also gave us an inside scoop as to what seasonal treats are in store, including a vegan chocolate pumpkin cake, an almond raisin tart with a small pastry cream topping, featuring an all-spice flavor with raisins and pumpkin inside, and an incredible version of his famous pumpkin pie, now with black sesame paste, black sesame whipped cream, topped with a salted caramel drizzle. Not to mention all the spooky Halloween goodies he has in store Act fast, though! Though Bread Story always welcomes different recipes, they are only on a limited run maybe only during the weekend, 20 or 30 of each, and when they sell out, they sell out
If you stop by and grab a treat, be sure to share a photo on Instagram and use the tag @breadstoryny!
I hope you enjoy this issue, which delves into the heart of Bread Story and shares a few new things to look forward to
Publisher Michael Ennis
Additionally I would like to acknowledge the passing of our dearest founder and guiding light, Mrs Suzanne von Liebig, on September 22 This issue, in addition to all those that came before and will come in the future, is dedicated to her and her fearless leadership We all miss her and are honored to be a part of her legacy
Thank you for being here and being a part of our story Until next month!
With love, light, and gratitude,
Eleonora Fogg EDITOR-IN-CHIEF
eleonora@svvl net
Eleonora Fogg
Eleonora Fogg, Editor (E): So, how old is Bread Story now at this point?
Yann Ledoux (Y): Bread Story is four years old
E: And you ’ ve had like a whole pastry lifetime before opening Bread Story
You talk about your values: authenticity, customer experience, and obviously the quality of what you make But in your professional progression, how did you come upon the values you have now? Like, what did you learn that you knew you didn't value, or what experiences taught you this is how you want to make Bread Story?
Y: Yeah, so, in my childhood, I was an apprentice baker in my hometown for six years It’s a small village with about 12,000 people, and it was the only bakery for 20 miles around These are my roots
Then my goal was always to move and train others overseas, because I believe that we have strong skills as bakers Any craft job in France is taught so well I knew that I liked it, I wanted to teach others, and I wanted to spend time with people who want to learn That's why I wanted to do it
So, I moved to Paris, and then I moved to Dubai to open four bakeries, and then I came to New York to open more bakeries By the end of my experience with Maison Kayser in New York, I didn’t get to bake anymore. I didn’t get to teach or train people because I had 70 people to manage, a schedule, and 20 different locations I just became a manager and no longer like a mentor or a trainer.
After that experience, I really wanted to open my own bakery that’s me, who I am, and with product that I believe in. And Stuytown was actually the perfect fit Being built after World War II for the soldiers, and me, having lived in Normandy and opening a bakery here, where they rallied for the soldiers that came back from Normandy on D-Day, felt like it was meant to be.
People here really want to know the baker And the good thing about being outside of France is that bakeries are very valued People want good bread, but you don't have a good bakery on every corner So, when they find a good bakery, they want to know who's behind it They want to know what's new It's a nice challenge, and it's good to be the person they reach out to for their birthday, their wedding, and their catering events
E: So, you did the big thing, and it made you realize the value of doing a smaller, more intimate version of that, right?
Y: Yes, the more one-on-one and more accessible version Part of my vision for having a business is being here for my staff who work every day, and being here for our customers who buy products from us and give us the desire to keep going because they love what we do
The main motivation when I first started Bread Story was to provide a service for a small community and for people I wanted to know I want to know my customer, who they are
We see customers here who are pregnant, and then after, we see their new babies, and then we celebrate the birthdays of the kids I get to see the kids growing up It's nice to feel like you ' re not only making bread, you ' re also a part of people's lives
E: I love that And I'm sure that's something the pandemic retaught us how important things like that are, moments of connection, even if it's just getting bread
Y: That's the vibe we have It’s a small thing, but you remember For example, I just saw one of the customers walk in, and the cashier grabbed a mini baguette and went straight to the register. This customer buys the mini baguette every day, so our cashier knows You walk in, and you ' re greeted with what you like and the drinks you usually order It's nice You feel like, okay, I'm valued as a customer. They care about me, and vice versa.
E: How does that translate to the restaurants you service, because your bread is so good that now you ' re providing their customers with it? How do those things and those values go together?
Y: I think it's nice for those big chefs like in the Michelin star restaurants to work with someone a little bit smaller I get to talk to the chef(s) one-on-one, create specific sizes and flavors, and even design custom molds for their breads Our size and commitment to our values and quality enable us to be very flexible In fact, we are overly flexible compared to every other bakery If they contact us late at night and say, "Oh, I need more bread for tomorrow," we’ll always try our best to get them a response and at least try Whenever a restaurant contacts us, it’s always through word of mouth; the chef visits the restaurant, tries the bread, and loves it Then calls me
First, they talk to the bakers; they speak to the people who are making their product Once I talk to them, Moe, our production manager, will take over and be the point of contact, but I'm always involved. We sometimes go there, we eat there, and it’s a sharing experience That's how I participate with keeping my value, but not having to deal with 600 customers, but rather 15-20 top chefs in Manhattan.
E: So, these are your values, but the people who work for you embody them.
Y: Yeah, I would not be able to do everything. I'm always watching, making sure everything is okay. When I'm here, and a customer argues with someone, I will take the staff's defense first and be like, "Let me handle it " I want them to know that I'm here for them It's my name, and they're representing me, but I'm representing them Without them, I cannot do anything
E: Many people open a small business and then want to expand as soon as the opportunity presents itself How does valuing an intimate business impact your vision for the future of Bread Story?
Y: I think the vision will remain the same, but that growth will happen through the success of others, in continuing to hire and train the right people One day, maybe one of the people who've been working with me for 10 or 15 years will want to open their own bakery. "You've been here long enough to open your own. Are you ready?" and then we help them open and keep on working together That's more of what I see
I am considering opening another location because our current space is getting too small for our production and operations If I open another location on the west side, it would allow for more production spread and also serve the community that is already there I value where I'm opening, because it’s really about who lives there and who will be my customers
At Bread Story, we want to invest the extra time and resources because that's what makes a good product We know the cost of making bread and want to make it accessible without sacrificing quality The bakeries that struggle usually do so because they expand too quickly That’s why Bread Story’s strategy is to expand slowly and mindfully Instead of rapid expansion, we will focus on improving our quality and working conditions for our bakers and staff, and do everything we can to continue serving our chefs and community with the best French bakery products we can make
With Mrs von Liebig’s passing, The Drax Group is entering a season of transition, transformation, and reassessment Things are slowing down as we take time to rest and honor commemorate and celebrate the incredible life Mrs von Liebig had and so generously shared with all of us That said, some of the businesses are still active and full of life, while others slow down and take a renewed look at the future Life is not linear and we aim to navigate these dips and valleys with the same grace that Mrs did Enjoy these brief updates on the goings on at Drax and some of our businesses
The farm experienced tremendous success at several fairs and festivals across Connecticut in September and early October, including the Connecticut Garlic Festival! Now, with winter coming and the passing of Mrs von Liebig, the farm and its team plan to take a renewed look at its mission and our plans for the next year and the years to come We are still proudly serving the Middlebury community with exceptional honey, and continue to provide top-quality care for our honeybees, goats, chickens, and surrounding wildlife that call Burr Hall Farm their home So stay tuned! A rebranded Burr Hall Farm with a renewed vision may be coming your way sooner than you think
Drax Productions has a lot of things underway! Our first feature film is soon to be completed with post-production leaving us to keep our eyes and ears peeled for potential new scripts and projects Simultaneously, the opera documentary/docu-series previously titled OPERATIC (current title is still being determined), hasn’t lost its momentum, in fact, it may have even given birth to another opera-related project!
Wellness+ Studio is running full steam ahead! Celebrating the recent opening of its aesthetics branch of operations, Wellness+ Studio is experiencing more attention and client acquisition than ever before Now you can get anything you need or want for your full-body wellness in one place and in complete luxurious privacy Perhaps even on the same day!
Also keep your eye out for Madison Avenue’s annual holiday event Miracle on Madison Avenue on Saturday December 6 2025 where 20% of every purchase made at participating boutiques, restaurants, and galleries (including Wellness+ Studio) will benefit The Society of MSK’s pediatric programs at MSK Kids So give someone the priceless gift of wellness while also supporting a meaningful cause
The William J von Liebig Foundation, a nonprofit organization founded by Mr and Mrs von Liebig, which focuses on animal welfare, is still accepting applications and nominations for its annual prize of $25k! There is still time until November 20th, that is to nominate an incredible individual doing much-needed work in the realm of animal welfare, protection, and care Or, you can apply yourself!
Only the best authentic French flour for Bread Story’s products.
Recipe by Christopher Varroux-Renaud
Makes 4 Servings
Ingrédients:
2 cups all-purpose flour
2 cups sugar
2 large eggs
1 15 oz. can 100% pure pumpkin
1 ½ sticks unsalted butter, softened
1 tsp ground nutmeg
1 tsp ground cinnamon
1 tsp ground cloves
1 tsp baking soda
½ tsp salt
½ tsp baking powder
1 TB pumpkin seeds
1 Preheat the oven to 325°F and set an oven rack in the middle position Generously grease two 8 x 4inch loaf pans with butter and dust with flour (alternatively, use a baking spray with flour in it, such as Pam with Flour or Baker's Joy).
2.In a medium bowl, combine the flour, salt, baking soda, baking powder, cloves, cinnamon, and nutmeg. Whisk until well combined; set aside.
3 In a large bowl of an electric mixer, beat the butter and sugar on medium speed until just blended. Add the eggs one at a time, beating well after each addition. Continue beating until very light and fluffy, a few minutes. Beat in the pumpkin. The mixture might look grainy and curdled at this point -- that's okay.
4 Add the flour mixture and mix on low speed until combined.
5 Turn the batter into the prepared pans, dividing evenly, and bake for 65 – 75 minutes, or until a cake tester inserted into the center comes out clean sprinkle the seeds on top of the loaves 10 minutes before the cake is done Let the loaves cool in the pans for about 10 minutes, then turn out onto a wire rack to cool completely
6 Enjoy :)
