la.foodblogging

In a rather savvy cross-promotion (actually, a no-brainer, when you think about it…) the delightful ice-cream parlor and café on Beverly, Milk, teamed up with the Got Milk? people (namely, the Cali Milk Processor Board) to host an open house last night.

I spotted a handful of fellow bloggers, including the gorgeous Kristy of Best of LA and met Javier the teenage glutster who is going to have to change his blog name any day now, once he ‘comes of age’ - lol

I met the gal who writes Mikey Hates Everything and she even came with two - uh - robot dudes in biz suits…

I also got to catch up with the dashing and daring Eddie Lin of Deep End Dining fame.

A few people asked after you, Jonah, but the words ‘new baby’ and ‘Westside’ seemed to explain your absence (!)

Over the past year, Bret Thompson (former Corporate Executive Chef of the Patina Restaurant Group, Michelin trained, and now owner and executive chef of Milk,) has been tantalising the palates of Angelinos with his delectable treats at Milk. Through this unique partnership with the Got Milk? campaigners, Thompson has adapted and now shares the secret recipes to some of Milk’s most divine sweet desserts – from the ever-so-popular Milky Way Melt (which I did not sample) to the pan-Latin-inspired Berry Tres Leches, which was out of this world!

Bret’s recipes can now be found on their really cool little site.

Other yummy desserts that were being passed around were:
mini ice-cream cones with a fantastic banana & dulce de leche filling and dipped in crisp caramel;
a petite meringue ice cream sandwich;
malted milk shake with teeny choc-covered malted balls within;
a feather-light cornbread cake with raspberry filling and kernels of corn that was truly sensational
also an elegant plastic goblet of a creamy, dreamy and lightly spiced pumpkin squash soup with smoky toasted pepitas on top;
and of course the Berry Tres Leches, which has to be hands down the best version of this classic Mexican dessert I’ve ever tried.

The cake is infused with berries until it is purple-blue and then layered with white cake. The custard parts are not too sickly sweet at all (as is sometimes the case) - it’s simply perfect. Topped with fresh berries and you have a winner. I got to chat with Bret about his Berry Tres Leches dessert, by the way. He explained that it was tough to perfect the genoise or French-style sponge cake part of this delectable dessert so that it doesn’t collapse under the weight of all the three milky ingredients, namely evaporated, condensed and fresh milk.

I also talked to Steve James, the head honcho of the (actually two-person) Got Milk? team and learned how the Got Milk? campaign was created, about fifteen years ago. Legend has it that apparently some creative minds from the advertising firm Goodby, Silverstein and Partners – who they’ve been with ever since – were waiting outside the conference room door, ready to make their pitch. They’d surreptitiously filmed people in their own office reacting, with varying degrees of frustration and anger, to deliberately minuscule amounts of milk left in almost empty containers. They had the campaign and strategy all worked out but no punchy, hooky catch phrase. The team were brainstorming right outside the door, saying, ‘But we need something really simple, like, I dunno, ‘Got Milk?’

Such goes the legend of one of the most enduring food-related ad campaigns you can name.

It was a really fun event.

TIP:

Feast on superb Italian fare at Angelini Osteria across the road, then walk to Milk for dessert.

Milk
7290 Beverly Blvd
Los Angeles, CA 90046
(323) 939-6455

By MaxMillion (see more of her posts). Max Million is the nom de 'net of Pauline Adamek. Born in Sydney, Australia, Pauline has lived in Los Angeles for the past ten years and finds it agrees with her. She has been reviewing films and filing celebrity-based interview articles since 1991, and has filed stories from various international film festivals, including Cannes, Venice, Berlin, Toronto and Sundance. She is completing a family cookbook and also writes novels for 8-12 year olds.