Wednesday, May 23, 2007

Grease Trap: MediaNews Knows How to Spot a Great Sinker

By John Birdsall
Wed, May 23, 2007 at 4:55 PM

Jimmied into today's Trib-slash-CoCo Times food feature about vegan pastries, the profile of newbie donut company Peoples' Donuts is a tasty scooplet. It's the first big exposure for the month-and-a-half-old micro-startup, which fries up fat, tender-crumbed vegan sinkers in kitchen space it rents from Berkeley's Eclair Pastries. You can pick up a dozen at the old-school bakery on Telegraph, and also (though the Trib failed to mention it) at Rudy's Can't Fail Cafe in Emeryville, Cole Coffee in Rockridge, and Fellini on University. Peoples' Donuts is the glazed and nut-crusted brainchild of Josh Levine, a real estate agent when he's not helping manager Rachael Devlin mix, fry, drizzle, and sprinkle. Levine told us that, apart from being vegan and generally awesome, the donuts are mostly organic, too, including the sugar. We love it when the virtuous merges with the fried and the sugary. And, despite a misplace apostrophe in the company's name, congrats to MediaNews staffer Kristin Bender for being the first to hype a local gem.

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