Wednesday, April 14, 2010

Riffing is a Good Thing

Fairly frequently, I get asked why I chose to call our products tarts instead of hand-pies (or pasties (pah-sties)).
Traditional pasties (pah-sties) regardless of if their fillings are vegetarian or meat contain onions and potatoes as a base ingredient. The fillings tend to be a bit “heavier” as in closer to what you would find in a pot pie*. The fact that I feel I need to explain their annunciation in every mention brought us to realize we’d spend more time teaching audiences about the derivative of the word vs. our products.
In truth, our tarts are closer to hand-pies than pasties (pah-sties). When I think of hand-pies, fruit fillings come to mind (like apple turnovers which we use to devour at our local orchard in the fall). The crust we use is very similar, though we incorporate an extra few steps to create the irresistible flake you see on them.
Our tart fillings are derived from a mixture of family recipes and eating experiences across globe with the goal of taking our customers to new places with all of our varieties (even if it is through a few short bites). With that in mind the idea of a “hand-pie” seemed a little too traditional while “tart” added a little extra character in embodying our products.
Besides, who wouldn’t rather be “Queen of Tarts” over “Queen of the Hand-Pies”?
What comes down to being most important, is however, that our customers enjoy them!
* This is not a dis on the pot-pie, we’re big fans of them!

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