Sunday, November 15, 2009
Food, Q&A

Made from scratch

Home-baked goods sparks a tasty new business

By Hope S. Philbrick

Amy Small was that girl in the office—nearly every company has one—who routinely brought in fresh, baked goodies to share with her co-workers. Whenever the self-described “baker at heart” got inspired or tested recipes, her office mates reaped the tasty benefits. But after awhile, Amy did what most home bakers don’t: She decided to transform her passion into a business and founded Scratch, an Atlanta-based custom bakery.

When did you launch Scratch?

About a year ago. I’ve been baking as a hobby for a long time. I’m actually an advertising copywriter, but felt I needed to build something else that was more fulfilling career-wise.

    I actually had been bringing things to work and getting great response from co-workers. I thought, “Everybody likes what I’m doing. Maybe it could be a great little side business.”

So running Scratch isn’t your day job?

It’s not my full-time job, but takes as many hours in the week as my full-time job does. So maybe it’s a second job more than a part-time side thing.

Do you have retail space?

Right now it’s just a Web site, www.scratchatl.com. I take custom orders by phone [404-585-1116] and e-mail. I plan to have a presence at retail locations in the next few months. I’m working with a few local places on getting products into their places for sale—it’s in progress and I’m working out logistics. Right now, it’s just me and my husband, when he has some free time.

What are your most popular items?

My scones; I do several varieties. My chocolate chip pumpkin bread. Also, my chocolate chip cookies. But it really depends. Some people like chocolate, and some people prefer fruity things. I also do jam tarts and rugelach, which are little pastries of a Jewish origin that are really tiny and rolled like mini croissants and stuffed with apricot, raspberry or chopped nuts—they’re buttery and quite delicious.

Did you create the recipes?

Some are actually my grandmother’s recipes—my grandmother wasn’t a professional baker, but she baked for her office and all holidays and stuff like that. Some recipes are hybrids. I do a lot of research and take pieces of this one or that one, or I like where one is going. I’ll experiment and take pieces to formulate my own.

What is the farthest destination you’ve shipped an order?

New York City. The majority of orders have been local, for events, catering, small business meetings and such. I do get an occasional out-of-town order by word-of-mouth, so every once in awhile an order goes to New York, Washington D.C. or Virginia.

Any seasonal specials?

I’m working on a winter menu, which will have a lot of my normal items, plus winter varieties like an apple cider scone, possibly something with a chai spice, a Christmas spice muffin, a French toast muffin that’s heavy on maple and roasted nuts, and also a variety of butter cookies using my grandmother’s recipe—I’ll be using her 1940s cookie press for those. My grandmother died when I was young, but my mother keeps telling me how much she’d enjoy what I’m doing.

Any gluten-free products?

I do a great gluten-free brownie that I personally love. I also have gluten-free chocolate chip cookies and Bananamagic muffins—with or without nuts. I also do special requests. I don’t typically do cakes or pies, but will if I get a special request.

Are you overwhelmed?

I haven’t had to turn away orders yet. Because this is a small business, I really try my hardest not to turn away any orders. I just put in a lot of long hours. I’ve gotten great results so far. SP
For more information or to place orders, visit Scratch ATL online at www.scratchatl.com or call 404-585-1116.