The Book of the Week is “Ben & Jerry’s: The Inside Scoop, How Two Real Guys Built A Business With A Social Conscience and A Sense of Humor” by Fred Lager published in 1995.
Ben Cohen and Jerry Greenfield, a couple of childhood friends who had drifted apart, resumed their friendship in their late twenties. Their work lives were aimless at the time, so they decided to go into business together. They settled on selling ice cream, based on Ben’s life philosophy, “If it’s not fun, why do it?”
Ben and Jerry worked around the clock in the couple of years it took to create a business plan and convert a gas station in Burlington, Vermont to an ice cream store. The 1978 Grand Opening saw the giveaway of free ice cream cones to the public. This book– the owners’ first– describes the trials, tribulations and triumphs they experienced in getting the business up and running, and growing.
The Book of the Week is “The Vineyard” by Louisa Thomas Hargrave, published in 2003. It is a memoir about the first wine-grape farmers on Long Island in New York State.
In the early 1970’s, Louisa and her then-husband, Alex, wanted to grow grapes to make wine to sell. “I [Louisa] decided that having a vineyard wouldn’t take much time, so I enrolled in chemistry and calculus courses at the University of Rochester while we scouted for vineyard property.” They thought they would be able to spend more time with the children they planned to have, if they worked in the same place where they resided. Running a winery seemed to fit the bill. The endeavor turned out to be more difficult than they imagined. The Hargraves had never managed a vineyard before, let alone any business, but prior to plunging in, they “did their homework” the best they could, were passionate about wine and were willing to work hard.
They purchased a plot in Cutchogue on the North Fork of Long Island. Cabernet Sauvignon, Sauvignon Blanc, Pinot Noir and Chardonnay were the first grape varieties they planted. Fortunately for them, the soil was compatible with these high-quality varieties. They released their first wine in July 1977, from fruit picked in 1975, aged in barrels.
Louisa provides a detailed account of the numerous risks grape farmers and wine makers face; the birds, bugs and weather, to name a few. She also recounts problems her family encountered, including educating their daughter and son and dealing with legal tangles concerning their business. One particularly stressful episode involved fighting an extortion attempt by the New York State Department of Environmental Conservation.
Despite all the hardships, the Hagraves nurtured a successful vineyard because they possessed and/or acquired the passion, courage, focus, skills, talents and luck in sufficient amounts.
The Book of the Week is “The Merry Baker of Riga” by Boris Zemtzov, published in 2004. This book described the difficulties of operating a bakery in Riga, Latvia in the 1990’s (just after the fall of Communism).
Latvia used to be a Soviet territory. The half-American author was a businessman and part-owner of said bakery. Latvian culture was largely to blame for the poor profitability of the capitalist venture, which lasted only a few years. Language and sanitation were among the myriad problems Zemtzov encountered.
Whenever an employee had a birthday or there was an excuse for a celebratory social gathering (which was often), the consumption of alcohol ensured that nothing got done the whole afternoon. Alcohol consumption also played a part in a bad experience Zemtzov had with a contractor who was supposed to complete a renovation job in his home.
Nevertheless, Zemtzov described an aspect of Latvian culture that this American blogger found to be quite funny: on one’s birthday, one is woken up at the crack of dawn by his or her loved ones, is wished a happy birthday, and has a birthday gift shoved in his or her face.
In sum, this was an entertaining tale.
The Book of the Week is “Walking on Walnuts” by Nancy Ring, published in 1997. This book is the career memoir of a pastry chef in New York City. Ms. Ring discusses the uncertainty surrounding the fiercely competitive restaurant business in New York, and thus the attendant job insecurity of a pastry chef. She discusses the details of the job– long hours, difficult bosses, hard work, and a hilarious episode in which The Fig Tree restaurant personnel were tipped off that a very influential restaurant reviewer, one Bette Brown, was to visit one night.
A woman fitting the reviewer’s description entered the eatery with her entourage. She proceeded to complain about a draft at her table, then when moved, about being too close to the waiter’s station. The bread basket caught fire from a candle on the table… You can see where this is going– a long series of further mishaps, complaint-fodder for the fussy diner, “… who sarcastically asked Liz [the waitress] if she had graduated from high school.” Ms. Ring, who was also a waitress there at the time, witnessed Liz’s feisty temper flare as she finally told off the customer.
The supposed Ms. Brown confronted Carl, the restaurant owner, who, at the bar, was “… busy crying into his fourth double bourbon.” With the ‘don’t-you-know-who-I-am’ speech, she told off Carl, telling him her name. It was not Bette Brown. Carl was extremely relieved. A good dining experience was had by the actual Bette Brown, who had been there earlier that evening.
This book contains not only entertaining anecdotes, but recipes, too.