Today we’d like to introduce you to Aeriel Villanueva.
Hi Aeriel, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I had an interest in food since I was the age of twelve. I would watch cooking shows for hours after coming home from Saturday Chinese school. My mom noticed I was spending a lot of time watching them, and one day, she asked me to help her in the kitchen. From there, I became in charge of holiday dinners for our family and friends.
During college, I was exposed to different outlets of the hospitality industry working in front of the house. But somehow, I still found myself still feeling excited working closely to food and working with my hands. My first kitchen job was not in pastries. I first started out in the savory side, working as a prep cook at Union in Pasadena. I loved working the savory side of the kitchen, but I was still so curious about the pastry side.
Growing up, my family and I looked forward to trying different pastries and desserts. We didn’t have a lot of money growing up, but when we did splurge on buying a new dessert, we would split seven bites in one (one for each family member.) After working at Union, I knew I wanted to go to a restaurant with pastries that I loved called Republique.
In the year 2020, I had lost my job due to Covid-19. I began selling bread and pastries from my home to make ends meet. It first started with family and friends and eventually became a friend of a friend. Within the year, I was not mentally prepared of starting a business and taking on a financial risk; therefore, I decided to go back into the work field. I went from job to job the next couple of years feeling unsure of what I wanted to do. At some point, I realized I wanted to be my own boss again and officially start a business.
The name Crumbs and Flakes Bakery came about when I was having a pastry and coffee for breakfast. I was looking at my pastry thinking, “Wow, I made a mess.” There were crumbs all over my plate. The idea of crumbs came into mind then I started to think about croissants. Croissants consist of flakes when eaten. That was when the name Crumbs and Flakes Bakery was born.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely has not been a smooth road. I didn’t know anything about starting a microbakery, especially in an apartment that has thirty other units. We had to learn some basic electrical knowledge to be able to use our big equipment in a small apartment that doesn’t have as much power compared to a commercial kitchen. A lot of the time, we did things by trial and error.
One of the hardest struggles we experienced was when our proofer broke down. For a month, we had to rise our dough the old-fashioned way with hot water in a holding cabinet. The downside of this, was that the internal temperature was uneven and nowhere near the temperature we were aiming for (this occurred during the winter season.) Making croissants are much more delicate than many other doughs. They need the right temperature to proof to prevent the butter from melting and having a slow rise. I was so stressed out about the situation that I couldn’t sleep. I would wake up constantly thinking if we had enough to time, what’s the internal temperature, or are the dough moist enough to rise. Times like these when an equipment goes down, I have to think on the spot of a solution that we can adjust to in order for us to keep going.
As you know, we’re big fans of Crumbs and Flakes Bakery. For our readers who might not be as familiar what can you tell them about the brand?
Our microbakery is based in Korea Town; however, we pop-up at Alhambra Park or organized market events. Our pastries are made in small batches (as well as cakes) using French influences while infusing my Chinese-Filipino American heritage. Our offerings are unique and fun that are relatable to childhood memories. We partnered up with Hotplate for those who would like to place a preorder and pick up at our pop-up event site. Menu drops are on Monday mornings and preorders are available until Wednesdays at 12pm. We also do cakes for special occasions with fruits that are currently in the season at the farmer’s market. We are very proud to be supporting local farmers and using the best quality ingredients that California has to offer. The two pastries that we are commonly known for is our Braided Churro Croissant and Ensaymada Croissant (cheese and sugar.)
Is there anyone you’d like to thank or give credit to?
I’d like to thank my family for supporting me from logo design to bringing equipment to our pop-ups. The Estrada family who also been very supportive in behind the scene of the kitchen. My friends who constantly keep me motivated and push me to be better. Danielle Zecca who is not only a great friend but a mentor in my career path. Lastly, my followers because without them, I wouldn’t be doing what I love.
Contact Info:
- Instagram: instagram.com/crumbsandflakesla
- Yelp: https://www.yelp.com/biz/crumbs-and-flakes-bakery-alhambra
- Website: https://www.crumbsandflakesbakery.com/ crumbsandflakesbakery.com
- Other: hotplate.com/crumbsandflakesla
