Meet Evan Holod of MICHEL ET AUGUSTIN

Evan Holod is the CEO (and Chief Troublemaker) at Michel et Augustin, a leading French manufacturer founded in 2004 and known in Europe for their unique approach to everything. A lifelong eater, Evan spends his days with the unenviable task of introducing French pastry know-how to unsuspecting Americans. Whether ideating the next great Franco-American food innovation, securing a distribution deal, or participating in another grueling cookie taste test, Evan and his team of trublions (French for 'troublemaker') will stop at nothing to make sure that Americans of all ages have access to delicious, honestly indulgent cookies like their bestselling Cookie Squares (buttery shortbread cookie squares filled with a variety of different chocolate ganache recipes). Prior to his current adventure, Evan was the Brand Director for Coca-Cola in the U.S., responsible for developing and implementing the U.S. brand strategy, targeted marketing communications and advertising, and creating and executing programs like the "Share a Coke" campaign. Evan spent his early years in marketing at glacéau, working on the team that helped drive the growth of smartwater. Evan holds multiple degrees in unrelated and peculiar subjects, with a B.A. from Duke University in History and a Masters in Sports Marketing from NYU. Married for over 10 years and with 2 often lovable children, Evan and his family moved back to NY in 2018 and now reside in Brooklyn, NY.

Broadwayworld.com had the pleasure of interviewing Evan about his background and Michel et Augustin.

When did you first realize your penchant for fine food?

I didn't have much experience with "fine food" growing up. We were a meatloaf and macaroni and cheese kind of house. I didn't leave the country for the first time until I was in college, and then I didn't again for almost 15 years. I actually find "fine food" to be a little intimidating, to be honest. That's what makes Michel et Augustin such a special adventure: we create and sell high quality treats, totally inspired by traditional French techniques, but we make it feel attainable, like it's for everyone. Even I can enjoy it, and even I can make it (almost).

Your educational and professional background are very eclectic and impressive. How have all of your experiences contributed to your successes at Michel et Augustin?

I've never known what I wanted to be when I grow up. I studied a lot of random things (undergrad major in European History and a Masters in Sports Marketing), and then spent my first 7 years in the workforce on the floor of the New York Stock Exchange. Those experiences don't necessarily carry over to what we do at Michel et Augustin, but they taught me that there are lots of different ways to look at a problem and lots of potential ways to solve them.

What would you advise other entrepreneurs who are interested in the food industry?

The food industry is amazing. Everybody eats food, everybody buys food, everybody thinks about food (in healthy and less-than-healthy ways), everybody talks about food. That also makes food one of the more competitive industries that you'll find. So if you're going to get involved, you better have something to sell that's actually worth eating. Good branding can make a car or clothing brand successful, but when push comes to shove people will eat your food, and there's nowhere to hide if it's not up to expectations.

Tell us a little about the team at Michel et Augustin.

We don't have a team here at Michel et Augustin, we have a tribe. It's a subtle distinction, but important. A team is just a group of people trying to accomplish a common goal. Being part of a tribe is about developing a culture, deepening our communication, having empathy, showing respect, and creating pride in what we do. You play a game with a team, but your tribe is for life. Our tribe is all

What is your very favorite scrumptious cookie that your company produces?

I'm obsessed with our Milk Chocolate and Melty Caramel Cookie Square. It's a really simple idea, a square cookie with chocolate and caramel, but the end result is pretty magical. We use real butter. It's actually real French butter, which makes a huge difference. When you bite into the buttery shortbread cookie, you immediately notice that it's flakier than other cookies, and that it has a more decadent or indulgent taste. Then you get the bite of milk chocolate and the ribbon of melty caramel, and all of the sudden it's like you've been given the world's most sophisticated Twix bar. And because we focus on quality ingredients and French portion sizes (which are a little smaller than many Americans are used to), you can eat all 4 in a pack and not feel an ounce of guilt.

Can you share any plans for the future of your company?

We share everything! Follow us on Instagram or Facebook and you can see everything that we're doing in real time. If we're testing a new recipe, we'll document it. Redesigning our packaging? We'll be asking questions about it to our community. If I had to sum it all up, I'd just say that we are committed to making French pastry accessible to Americans across the country, and to breaking down the silly barriers that have prevented people from not only eating it, but also having the courage to make it themselves!

As a New Yorker, what do you and your family enjoy about the food scene?

The pace! You walk down the street from one day to the next and there's new stores and restaurants opening, there's new types of food that we've never heard of before, and in most cases it's right there for you to experience, whether you're a real "foodie" or just someone who likes to try new things.

Tell us a little bit about "Banana Farm" in Brooklyn!

When Michel & Augustin first started baking, Michel had a little banana tree right there in the kitchen with them. It was there through hundreds of recipe tests, keeping watch over the early phases of the adventure. When they finally needed a real office, they called it the Banana Farm to honor their beginnings (and b/c a Banana Farm is more fun than an office). Today, the Banana Farm is home to our tribe and the site of our inspiration, our rituals, and our monthly open house.

Anything else, absolutely anything that you want Broadway World readers to know.

Come visit us at the Banana Farm for our Open House. It's the first Thursday of the month, every month, from 7-8pm, and it's a lot of fun. We open up the doors to the Banana Farm and share what we're working on, provide cooking classes and demonstrations, sample current and future products, test new innovations, share our experiences building an entrepreneurial adventure, and just hang out with the community. It's a great way to meet our neighbors, to further our mission of spreading French pastry know-how in the US, and just to have some fun once in a while. Join us!

For more information on Michel et Augustin and to follow them on social media, please visit their web site at: https://www.micheletaugustin.com/us/.

Photo Credit: Courtesy of Michel et Augustin

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