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It’s a gingerbread time of year. I’ve been thinking about my grandmother’s gingerbread, feeling like a little spicy dark cake would help round out the grays of winter.

Grammy made her gingerbread in a bundt or tube pan, creating a round cake with a big hole in the middle. When you serve this for any sort of occasion, that big hole is a perfect “bowl” for a pile of lightly sweetened whipped cream.

That’s not what made this gingerbread stick, though. What I remember best about this O-shaped gingerbread was the lament. Almost every time Grammy made it, her gingerbread fell. A sunken crease deflated the ring. Grammy wondered what on earth had gone wrong. According to her, this dessert was a failure every time. She’d apologize, she’d agonize, she’d throw her hands up.

She completely missed the fact that everyone loved her gingerbread.

I envisioned fixing Grammy’s perennially collapsed gingerbread, solving its issues. But really, why? It tastes delicious. It’s an excellent foil for whipped cream and for homemade applesauce. It always stays moist, a challenge for many gingerbreads.

So rather than say the cake needs fixing, let’s just call it like we see it: Fallen gingerbread. Go ahead and smile when you see that crease. Tell people this is exactly the way the gingerbread should be.

Fallen Gingerbread from Baking Family

Fallen Gingerbread

Serves 6-8

  • ½ cup butter (1 stick) at room temperature
  • 1½ cups brown sugar
  • 1 egg, well-beaten
  • 1½ cups flour
  • 1 teaspoon ginger
  • 1 teaspoon baking soda
  • 1 teaspoon cinnamon
  • ½ teaspoon ground cloves
  • 1/8 teaspoon salt
  • ½ cup molasses
  • ½ cup boiling water

Preheat oven to 375°F. Butter and flour a 10-inch tube or bundt pan. (Do this even if the pan is nonstick.)

In a large bowl, cream the butter and sugar. Add the egg. In a medium bowl, mix all dry ingredients together; in a small bowl or measuring cup, mix water and molasses. Add the dry and the wet alternately to the butter and sugar mixture, about half of each at a time, mixing well between additions.

Pour batter into the pan, and transfer to the oven. Bake the cake for 35-40 minutes, or until a cake tester, skewer or broom straw inserted in the middle comes out clean. Let cool for 15 minutes in pan, then loosen around the edges and turn out onto a serving platter. Serve either warm or at room temperature.

Happy New Year, everyone!

A large handful of the best minds in the sustainable food and agriculture world gathered at a conference in Washington DC today — Dan Barber, Wendell Berry, Will Allen, Marion Nestle, Fedele Bauccio, Gary Hirshberg, Tom Vilsack and more — all headlined by HRH The Prince of Wales. The day’s discussions took some deep dives, but the overall message was crystal clear. The world’s growing populations, finite land and water resources, and need for food are on a collision course.

This is not news to some. The statistics are daunting, the voices in the wilderness are louder but still relatively isolated. All enough to make one just sit on the stoop and cry.

There was, however, a bright thread of hope running through the day. Many at the conference have launched organizations that tackle pieces of the problem, both in the U.S. and abroad. Myriad tweeters spread the word(s) much farther than a set of rooms on the campus of Georgetown University. And — barring a lightness in the arena of mass food manufacturers and big retailers — a pretty broad spectrum of the food chain was present.

Washington Post Live hosted the event, under the rubric of “advancing the conversation.” This conversation is painfully slow, but that’s how we come up with solutions that work over the long run. Conversation ultimately leads to action — at the global, national, local or individual level. A strong future for food will require action at every single one of those levels.

Me? I was reminded yet again that eating locally is what I can do to keep local farmers in businesss and farmland in production, and strengthen the economy right around me. Tomorrow marks the seasonal re-opening of the FRESHFARM Market by the White House. The farmers will be selling from 3 to 7 pm. See you there.

 

 

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We are privileged to work for an organization called the Greensgrow Philadelphia Project. Based in North Philadelphia, Greensgrow’s mission is revitalizing livable communities through the practice of sustainable entrepreneurial urban agriculture. The organization ultimately wants people and communities all across America to see urban agriculture as a useful tool in creating and sustaining regional food economies. Greensgrow’s fearless executive director and founder, Mary Seton Corboy, will make sure this happens.

And next week, the organization will host its annual fundraiser. Now, Garside Group does not raise money for Greensgrow — we’re helping them with a strategic-planning process — but this fundraiser really caught us. The invitation came with one of the most honest, unvarnished pitch letters we’ve read recently. It has typos, swear words . . . and it tells you everything you need to know to support this group.

Here in Washington, DC, there are many good writers, and many of them hone their craft on organizational fundraising letters. There is a lot of strong copy floating around this town. Even in that context, the Greensgrow annual letter is one for the record books.

Read it and tell us what you think. Better yet, sign up for the Whole Hog event and support Greensgrow while eating a delicious meal with us next Saturday!

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My colleague Andy Gilman has been counseling organizations on crisis management for years. He knows Tylenol and its poisoning crisis, and he says Toyota is no Tylenol. The distinction he draws is simple: Are you victim, villain or vindicator? The label is different for these two companies.

The three V’s might be an interesting screen to add to the first steps of your crisis plan. “Which one are we this time?”

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Today, FreshFarm Markets here in D.C. opened their fifth farmers’ market in the city. Great, you say.

No, REALLY great, I say: The new market is two blocks from the White House, and Michelle Obama came and spoke at the opening. Talk about great positioning.

Michelle Obama talks vegetables at the Vermont Avenue FreshFarm Market opening

Michelle Obama talks vegetables at the Vermont Avenue FreshFarm Market

The First Lady talked about how getting farmers into cities creates better access to good food, and how access to better food — and the wherewithall and knowledge to buy and cook it — has the potential to make us a healthier nation. The mothers in the crowd heard her when she said, “we go for fast food to stop our children’s whining, because really, we all just want to stop the whining.” The office workers in the crowd applauded wildly when she remarked that bringing the food to them — parking this market right where they work and commute — might make it easier to put a healthy dinner on the table. And everyone yelled and whistled when she acknowledged the farmers around her for their hard work in bringing us our meals.

The two women who had the vision to launch the FreshFarm Markets so many years ago just beamed and beamed.

And Secretary Vilsack took his moment at the podium to announce a new U.S.D.A. grants program to support farmers’ markets and the kinds of community they build.

It’s been a long time coming, this national conversation about food, and the people and farmland it takes to produce it, and the systems that get that food to our fridges, tables, schools and restaurants. National visibility can put the whole shebang into overdrive. With so many who have worked so hard for so long, it is only natural to believe at this point that the conversation will turn into action and new approaches. You could almost hear the creaking today as this big ship kept making its turn into a new course.

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I spoke at the Bridge Conference here in D.C. in July, tackling something familiar to ANYONE who’s done marketing at or for a nonprofit: Silos, those pernicious, often impenetrable walls that divide and thus limit marketing efforts by development, membership, program and communications staff.

To prepare, I went and talked to several very smart people who’ve been successfully marketing their organizations. “How do you break down silos, or work around them?” I asked. “What causes them in the first place, and does knowing where they come from tell us anything about solutions?”

The answers I got were thoughtful and very pragmatic. And when I arrived at the Bridge Conference, I faced a roomful of people who needed those practical strategies. We turned the session into somewhat of a workshop (it was very early in the morning, and none of us wanted me to stand up there and preach). My stated goal was for each of us — myself included — to walk out with at least one new idea. I certainly did, and the participants told me they did too. The silo-busting ideas in the room were fantastic, ranging from strategies relating to personnel management, organizational alignment and — my favorite — the value of giving something up.

The bottom line is that an organization operating in silos is less efficient than it could be with both its program and marketing dollars. Staff who are thinking about strategic marketing — and those in that conference room ranged from mid-level to CEO — are aware of the missed synergies. They know that they are dribbling away the power of a unified brand every time stories don’t quite match up, or the website and the e-newsletter look different, or the ask from development is different from the membership ask.

So for all of you who want the most power out of your organization’s marketing effort: What’s YOUR latest silo-busting idea?

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