a newspaper man adjusts his pen

Monday, November 24, 2008

A sheet cake that spits in the eye of Wal-Mart

That's your loss....

My sympathies go out to those of you who don’t live near me and cannot purchase one of these sheet cakes.

Each time a staffer says goodbye to the Observer-Reporter newsroom, or celebrates such as milestone there as having a baby or turning 60, my coworkers cry out for a cake from Valdiserri’s Bakery to mark the occasion.

The standard order from the shop in North Belle Vernon, Pa., is a marble cake with raspberry apple filling and buttercream icing. It has no rival, unless your mother is Martha Stewart wannabe. If that’s the case, my heartfelt sympathies are extended to you once more.

This bakery is found in a nondescript storefront along a main street that is alive with business, even though it’s just around the bend from a Wal-Mart. Tell that to all the big-box store opponents who claim those retail giants kill off local business.

Valdiserri’s, which has been around for decades, can teach small business owners facing overwhelming competition something about quality products, friendliness and staying power. And, it makes a mighty fine fish hoagie bun to boot.

On top of that, the place at 513 Broad Ave. is doing just fine without a Web site to boost its sales.


Michelle Riffle said...

My mother made this cake.

She does beautiful work.

Scott Beveridge said...

Yes she does