The Infatuation, the popular restaurant review resource and creators of the #EEEEEATS hashtag, has teamed up with Whole Foods Market to host its first-ever social media-sourced bake sale in New York City on April 11th. The Infatuation Bake Sale has called on amateur bakers and avid social media followers via Instagram, Twitter, Facebook and email, to submit photos of their homemade creations for a chance to be chosen to showcase their goods to the more than 500 dessert and pastry obsessed attendees.
Through the Bake Sale, The Infatuation and Whole Foods Market are attempting to create an opportunity for aspiring bakers to take the chance at turning their dreams into reality. One lucky winner of the approximately 25 featured amateur bakers, who were chosen out of more than 1,500 social media and email entries using #InfatuationBakeSale, will vie for the chance to meet with Whole Foods Market about what it takes to bring a product to market with Whole Foods Market’s Local Forager, Elly Truesdell—who is responsible for bringing in local producers into stores. In addition, the winner will also win a baking class in the professional kitchens of the International Culinary Center, and a host of additional prizes from event sponsors KitchenAid, OXO, King Arthur Flour, Greyston Bakery, SoulCycle, and Everlane. All participating bakers will have a chance to be featured in The Infatuation Bake Book, a digital cookbook to be released following the event.
“We’ve had the Bake Sale idea for over two years now. It was all about finding the right partner to help bring it to life;” explains Infatuation Co-Founder Chris Stang. “For obvious reasons, Whole Foods Market was our dream partner for this thing,” adds Infatuation Co-Founder Andrew Steinthal. “Needless to say, we were psyched Whole Foods liked the idea and wanted to get involved. Hopefully it turns into something we collaborate on together annually.”
In keeping with true “bake sale” tradition, a portion of the proceeds from ticket sales will benefit Cookies for Kids’ Cancer, a national non-profit committed to raising funds for research to develop new, improved and less toxic treatments for pediatric cancer, the #1 disease killer of children in the U.S. The organization inspires individuals, businesses, and organizations to raise funds by hosting grassroots bake sales and other fundraising events.
“We’re thrilled at the opportunity to partner with The Infatuation and help provide a stage for the amateur bakers who proudly share with us their passion for food everyday through our social media channels,” said Michael Sinatra, Public Relations Manager for Whole Foods Market’s Northeast Region. “Whole Foods Market is always seeking opportunities to identify new, up-and-coming local food businesses. What better way to do that than encourage our shoppers and The Infatuation’s community to take a chance to do what they’ve always dreamed of, all while experiencing the fun, passion and determination of the incredible local bakeries we currently feature in our stores.”
While a panel of judges will ultimately determine the event’s winner, attendees will enjoy the creations of bake sale finalists and have their say in the “People’s Choice Award,” while sipping on cocktails and beverages from Deep Eddy Vodka, Brooklyn Brewery, Captain Lawrence Brewing Company, Balance Water, and Organic Valley. In addition, Allegro Coffee, Whole Foods Market’s exclusive and celebrated coffee bar partner, will be on-hand pouring sustainably sourced coffee and tea varieties from around the world.