Today we’d like to introduce you to Michael Buch.
Hi Michael, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My background was in financial services management. After getting divorced, I decided to venture out and be my own boss to free up some time to be with my two children. I ended up getting into business with my brother-in-law (who I later bought out) just to have some fun doing something we all loved — gelato. I come from a family of great cooks and vocal critics so I knew we’d get honest feedback 🙂 . I was trained in Los Angeles by an Italian gelato artisan who really helped me step up my game an incorporate all the fresh fruit, vegetables and herbs available at the local Farmer’s Markets. Once I learned how to balance a recipe, I realized I could literally make ANY flavor. That’s where the passion came from. I get my inspiration from what I see all around me (local markets, gardens, restaurants, various cultures, media, etc.). Ultimately, what I realized was that the success of my product would primarily be based on the quality of my ingredients. Of course, the recipes are important but they are nothing without great ingredients. So, if I use cheap chocolate, I get a mediocre flavor. However, if I use single-origin chocolates from Madagascar, Peru, Ecuador, etc. I get something unique and special. This goes for vanilla as well. I use Madagascar vanilla beans. They are expensive but the flavor is amazing. I also love my weekly visits to the local Farmer’s Market. I’ve got relationships with local growers that I established when I first opened. Being able to offer flavors like Meyer lemon, Santa Rosa plum, pluot, apricot, white and yellow peach and nectarine and more makes my day. 16 years later, I continue to make gelato the right way…use quality ingredients and don’t cut corners. My joy comes from the customer. When they say “wow, this is incredible” I know I’ve accomplished something special.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Nothing is smooth in business. I’ve had all the basics like break-ins, vandalism, lease disputes, etc. but of course, the biggest challenge was the pandemic. I stayed open the whole time but did have to close my Downtown LA shop. I kept my core group of employees and got by with the support of my amazing neighborhood customers. Business hasn’t gotten back to where it was but we’re solid and sales definitely picked up in ’22.
Can you tell our readers more about what you do and what you think sets you apart from others?
Making gelato is absolutely my artistic outlet. I can’t draw or paint! However, I can create special flavors that seem to bring happiness and surprise to my customers. I think what I’m most proud of is sticking to a high level of ingredients all these years later. I know I could increase my profits by decreasing the quality of my ingredients. I think sometimes customers haven’t really ever tasted great chocolate until they try ours. Not to say no one else is using good ingredients but if you haven’t been to many local, small gelato/ice cream shops you are missing out. Only local/small shops are able to curate this high level of ingredients. If you are mass-producing gelato/ice cream, you simply can not afford it. It’s fun to infuse something like saffron and rose petals and get this amazing gelato. I think most customers know that they will find something adventurous in our case of 24 flavors but also something traditional. We also typically have 12 dairy and 12 non-dairy options.
How do you define success?
Success is doing something you love. I do not measure success in dollars. Yes, we all need to make a living and deserve to be paid fairly, however, I tell my kids all the time that their success will be reflected in their happiness, not their pocketbooks.
Contact Info:
- Website: pazzogelato.net
- Instagram: pazzogelato
- Yelp: pazzogelato
Image Credits
Howard Wise
