Posts Tagged: enterprising women

FRESH EYRE: INTERVIEW WITH JENNIFER HUNTER- PINNIES AND POPPY SEEDS

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Walking into Pinnies and Poppy Seeds the merry, recently-opened shop on St. Mary’s street, just off the Royal Mile in Edinburgh, is like falling face first into a butter pillow-topped mattress, welcoming, warm and so delicious. Jennifer Hunter flung open her white-wooden doors on August 1st after converting a dismal Danish cafe into her perfect spot to showcase her artinsanal, pure-butter shortbread and array of home-made pinnies (aprons for all you non-U.K.-based bakers). The pure-butter is not only evident in the smell of the shop, but the seven packs of gold-foil wrapped Scottish butter softening on the windowsill.

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I was introduced to Jennifer by her, ‘biggest advocate and most remarkable customer’ and a mutual friend, Toni. Jennifer invited me to join her for a morning of baking to see her skills in action. I arrived coffees in hand and was greeted by an always smiling Jennifer sporting her white-logoed button-up and green pinnie with matching logo. She already had two batches of shortbread in the oven and several more varieties were well under way. Jennifer had accomplished all this in 30 minutes since early morning start. Her motivation is a trait she gets from her mother. I wondered: would I be able to keep up with her?

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We went straight to work- Pinnies and Poppy Seeds is open everyday except Sunday, I arrived at eight o’clock giving us two hours to prepare the first round of daily baked goods. First up-white chocolate and dark chocolate billionaire shortbread truffles (better than a millionaire- Jennifer aims big!). This recipe developed by Jennifer makes use of the smaller cookies, combining home made caramel and medium-sized crumbs of her original shortbread biscuits. This mixture is rolled into bite-sized balls and then coated in melted chocolate and finally tossed in toasted coconut.

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Jennifer found her inspiration while working at an Edinburgh institution, The Fudge House, while there, she began to notice a stream of tourists coming into the store, asking where they could find shortbread, which is considered our national biscuit. Seeing a gap in the market (Jennifer holds a undergraduate degree in psychology and a masters in management) and coupled with her love of baking she spent a year developing and perfecting her recipe. When she was ready she started selling on weekends at local farmer’s markets. Her impressions, ‘There was enough interest and I thought it might work, but at first I did not think I would end up here with this empire!’

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Jennifer spoke enthusiastically about her mother and grandmother and the time she spent baking with them where she grew up in southern California. In fact her preferred treat and one of her best-sellers, Ballantyne toffee is a recipe passed along to her from her grandmother and angel investor. This top-secret recipe involves a candy thermometer and once cooled is coated on both sides with chocolate and crushed almonds. Jennifer’s family has Scottish roots and according to census records claims a baker from the Scottish borders in her family tree- this was meant to be. The décor of the shop is largely inspired by her mother, green, white and black with gunny-sack curtains. I can just picture Jennifer in her similarly-decorated family home enjoying what she says would be her last meal, ‘her dad’s tri-tip steak from the grill, her mom’s perfectly balanced potato salad and a glass of Californian wine’. Would there be shortbreads for afters? Jennifer did all the refurbishment herself, she takes her role of small-business owner very seriously and is an excellent manager- I enjoyed my three hours under her supervision. She was tough but fair!

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We moved straight into the classic biscuits and Jennifer shared a secret, baking the batches at a lower temperature for about an hour, prevents an over-baked sweet. She also swears by an oven thermometer- never trust your oven! There are about five flavors on any given day at Pinnies and Poppy Seeds, during our session we worked on classic, almond, lemon, poppy seed and cardamon white chocolate. It was a challenge to resist a dough grab and taste- but I did!

Pinnies-and-Poppyseeds-3My favourite and the cutest-looking treats are the ‘shorties’, chubby little shortbreads sandwiched with a ganache of varying flavours, the day we baked, the filling was a white chocolate variety with a swirl of local triple berry jam which is piped expertly onto a very small surface. I had a go and was not as adept as Jennifer who could probably do her piping blind folded. Other flavours she makes in the shortie style are chocolate and a chocolate orange, a new variety she is thinking of creating is Victoria sponge- with butter-cream and a touch of jam. I think Her Majesty might swing by the next time she is in town. How delicious does that sound?

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The recipe process led to my curiosity about flavour development. Her biggest flavour invention is her cardamom white chocolate biscuit and while she admits to not being the first baker to have invented this combination, Jennifer says, ‘more than any of the other tastes, this is the one which I get the most intrigued reactions, and besides the all-butter, is the one which sells the best.’ While she cannot recall the exact origins of this shortbread, she knew she wanted to differentiate it from the other unfrosted varieties and the addition of white chocolate with a pinch of the fresh-ground spice was the perfect finishing touch. While confessing to some flavour-fails, ‘the market was great for that, I would do them [different flavours] and if people did not like them, they would just tell you then and there.’ Several lovely pairings which did not make the cut, ‘ there were some I was surprised that failed- like pistachio and rose, I think it is such a great combination, but nobody bought it, so sadly I do not make it any more. The lavender and honey which I usually do in the shortie did not really sell either.’ Which flavours would you like to see next?

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Swing by and share the shortbread experience with Jennifer, she still has the same enthusiasm for her craft and her customers as she did when she sold her first piece of shortbread, ‘the first person to buy my shortbread was a lovely little old granny. She had a cup of tea with it and I watched her as she took her first bite – she smiled, it was amazing!’

Find Pinnies and Poppy Seeds on twitter: @Pinnies_Poppies

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