An Interview with the Brains (and Bakers) Behind the Deliciously Decadent Agouti Products!

Agouti is a pastry, catering, and events management company focused on bringing simple, natural ingredients together to create unforgettably delicious food for all occasions. With this focus on homemade, authentic goods, Annie and Angela work their magic in their converted industrial kitchen space in the heart of Toronto. Annie and Angela have proven that with the right team, cooperation, and honesty that anything is possible. With both girls born and bread...pun intended… in Ontario, their local knowledge allows them to find the freshest ingredients, and trendiest spots to display, and sell their goods.

Schmooz: Hi Annie and Angela! Thanks for taking the time out of your busy schedules to share your story. Let’s start off by finding out how you got started with Agouti together?

Annie: I grew up baking with my family, and developing scratch recipes which is what started my passion. After graduating from the University of Guelph, with a Bachelor of Commerce Degree in Hospitality, I gained valuable experience with Kraft, and South Pond Farms. At South Pond, I found great enjoyment from menu production, to event coordination and I dreamed of doing something on my own. After moving to Toronto, I ended up working at Mercatto, where I met Angela, and everything started to come together shortly after that! Agouti came to life in October 2014, when we began working on a part-time business idea, and then launched fully about January 2015.

Angela: I have also always had an interest in baking, and eventually pursued a diploma in Baking and Pastry Arts Management from George Brown. I really enjoy intricate design in desserts, and love designing cupcakes, and wedding cakes. I was fortunate enough to learn, and practice in some of the best venues in Toronto including Four Seasons Toronto, Windsor Arms, and then as Head Pastry Chef at Blowfish, and Soho House. I love how much attention to detail is required, and enjoy creating unique and elaborate recipes for special, and everyday occasions! These experiences really cemented my love for, and skills working with pastry arts, event management, and catering! When Annie and I started working together at Mercatto, we clicked personally and professionally right away.

Annie: Angela actually also helped me with my wedding cake, and my mom and I did the rest of the desserts, as well as the day of coordination. I loved planning my wedding, this is something Angela and I agreed on right away!

Schmooz: You’ll have to show us pictures of your wedding another time! Agouti is quite a unique name, where did it come from, and how does it relate to what you do?

Annie & Angela: The name Agouti comes from our mutual love/obsession with bunnies. We each have a bunny: Barney and Amy. Agouti refers to the unique tri-colouring of rabbit fur. Knowing that our company would comprise of 3 key elements: baking, event planning, and catering, we liked how this meaning of agouti echoed that. We also liked that it wasn’t a traditional word, because we knew people would ask about the story behind it. Another thing that drew us to it, but may not be seen as creatively to others was the fact that within the word agouti is the word “gout” which means “taste" in french (goût), which we thought a lot of people might catch, and so far has held true!

Schmooz: Very cool! From what I understand, you are currently selling your products at various Markets, Coffee Shops, and then of course you do catering. Can you tell me a little more about how this came about?

Annie: This summer was all about trying new things, seeing what works, and what doesn’t to decide where we should focus our growth. We started by looking into the different markets of Toronto: Post Market, Annex Flea, Fringe Festival, these types of markets focus on local artisans whether it is clothing, food, jewellery, dog treats, all different things! We started off our summer with  Fringe Festival, Post Market, and our  booth at Way Home Music Festival. All of these events brought along lots of learning experiences for us!

Schmooz: What has the growth of Agouti been like? Have you experienced fast, slow or steady growth, and how have you managed the changes?

Annie: We started working on the business in October, but both of us continued to work at our other jobs. It was January when we realized that it was becoming necessary to start reducing hours spent on our other jobs. Angela left her full time job to focus on Agouti, and picked up a part-time job, but then as June started to approach, I left my part-time job as well to work on Agouti and Twill and Thistle full-time, no distractions.

The growth amped up steadily until about early June, then July hit, and it was insanity! We were so busy in the Summer. In July, we had a Wedding Cake, and the day of coordination for a Wedding, Fringe Festival, Post Market and Way Home Music Festival! After a well deserved vacation in August, we jumped right back in with another Pop-up at the Milton Steam Show, as well as a Wedding in September!

In between these larger events, we also worked on 2 bridal showers, a book club, and other personal events, and catering.

Today, we sell to 4 coffee shops bi-weekly, and look forward to welcoming a few more into the fold, so stay tuned to the website for more details! We also get a lot of business from our family and friends, my mother-in-law for example, has brought us a lot of business, and she loves everything we do!

Schmooz: So, how often would you say you are working, and what does a work week look like for you?

Angela: This summer, I can say we were working about 24/7! Normally, we do work the average 5 to 6 days a week but we pick our hours during the day.

We tend to split everything 50/50, but are also flexible about what we can each take onto our plates. I take some of the more complicated or intricate design work, but other than that it’s definitely 50/50, sometimes my pastry chef friends help too! As for our workweek, we generally structure it pretty consistently.

Mondays, and Thursdays are normally kitchen days to prepare for our regular orders to the coffee shops. Then, we deliver on Tuesday, and Friday mornings, then canvas in the afternoons to cafes we are interested in selling our products too. You know Toronto, there are tons of cool places! Wednesdays is always a paperwork day.

Since we rent a commercial kitchen, that is actually quite cool, it’s part of a community center in a converted shipping container. Because of our location, we can’t really receive deliveries, so we generally use Costco, and some cash and carry grocery store options like Score. This means you will see us driving around town sourcing ingredients.

Schmooz: If you could share one piece of advice on working effectively in a partnership arrangement, what would you share?

Angela: We focus A LOT on teamwork, and communicating openly with each other, and we always decide together when we can or cannot take on new clients.

Annie: Yes, definitely. With each new project or opportunity comes a discussion about time commitments and cost, and we always decide together. I would say that to be successful in a partnership, you must communicate 100% openly to be effective.

Schmooz: With such busy schedules, how do you manage to carve out time for yourselves? How do you balance your work lives, and your personal lives?

Angela: I tend to work mornings, or late afternoons since my husband works evenings, and mornings, so I take the time in the middle of the day to spend time with him! My husband and I are also very active with our Church in Toronto, so we try to do things with our group of friends each week whether it’s volunteering, or just spending time together!

Annie: I work mornings, and/or afternoons. I have recently started doing physiotherapy and pilates, so that is time I give to myself just for exercising, on top of that I am learning to give myself more personal time. With my husband getting home in the evenings, I like to have that time free with him. Also, something Ang and I have started doing together, but not really together, is supporting one of those local food delivery services, Mamma Earth that brings a box of fresh produce to your door, locally grown! I love to try new things in the kitchen, and my husband also likes to cook, so it is something we can do together.

Schmooz: If you could share one piece of advice with other entrepreneurs, what would you share?

Annie: Don’t overestimate your energy. At first, you will want to say yes to everything, and I mean EVERYTHING. We had to learn after a very exhausting corporate cookie baking, decorating, and packaging marathon, that you can only do so much at once! Also, never say no when someone volunteers to help you. Just say yes, then put them to work! My sister and her friend are helping us with the marketing, and social media, so that has been very helpful! Finally, don’t look at everyone’s Instagram and Facebook pictures, and measure your success by those. Remember, those are only the highlight reel of their best moments!

(Sidebar: Schmoozer Dan Minchom writes more on this advice from Annie and Angela focusing on competition, and self-worth here.)

Angela: Take advice! Learn to accept criticism graciously from many sources. If it is coming from your business partner, it is not coming from a place of anger or hurt, it is meant to help you learn from experiences, and grow together! Learn from other success stories, but remember their path to success may not be yours.

Schmooz: A great note to end on - we could not agree more! Success takes many twists and turns, and is unique for each business.

Want to get a taste of Agouti’s delicious products? Check them out at both Rooster Coffee House locations, Raspbery Cafe, and Crafted! Love what you see already and have the perfect event in mind? Thinking of something special for Thanksgiving and/or Christmas?

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Pumpkin Pie, which Agouti is now taking orders for Thanksgiving along with pecan pie too![/caption]

Contact Annie and Angela today at Agouti, to hear more about their catering options, and event coordination packages. To read more from other inspiring Schmoozworthy Entrepreneurs, check out Elyse Sunshine’s blog, and Michelle Shiewitz’s blog!