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Summer Fancy Food Show Booth 1877
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producer profile
their headquarters, now located in Gowanus, Brooklyn.
"We want to spread the French pastry know-how," Paluel-
Marmont says.
To oversee the U.S. rollout, he moved to Park Slope, Brooklyn,
almost two years ago, along with his wife and five children, ages 6 to
14. He's only able to spend half of each month in the borough, how-
ever, and is on the road for the other half. He tries to keep in shape
by running in Prospect Park and adhering to the philosophy that "in
life, to be in good health, you eat a little of everything."
To help spread the word about Michel et Augustin in New
York City, the company's brand ambassadors, dressed in bright
orange aprons (not cowhide body paint), gave away an estimated
one million cookies on Manhattan streets. Their splashy stunts and
cheeky social media campaigns have had an impact.
Paluel-Marmont says sales in the U.S. jumped to $1 million
in 2016. He expects that number to grow to $3 million by the end
of 2017. So far they're only selling a fraction of their available prod-
ucts, testing cookie and cracker f lavors at about 1,200 U.S. outlets,
including Starbucks, Gristedes, Fairway, and Le District, a French–
themed food hall in Lower Manhattan. Last year Delta Airlines also
began presenting the company's cookies to first-class passengers on
all domestic f lights.
Elephant ears, extra-long, buttery, puff-pastry cookies, have
proved the most popular among Americans, Paluel-Marmont says.
68 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com
To increase awareness, they took
to Paris's streets and wandered
the Métro wearing little more
than cowhide body paint as
they handed out free samples
of cookies and yogurt.
Augustin Paluel-Marmont and Michel de Rovira