Extract, Mike Judge's new movie, came out this weekend. [Mike Judge is the great Texan behind the movie Office Space.] The idea for Extract came from Judge driving past the Adams Extract building in Austin. The movie revolves around the owner, Jason Bateman, wanting to sell his extract company, but running into bizarre obstacles. I will totally be seeing this movie if for nothing beyond my devotion to the cast of Arrested Development. However, my resolve to see the movie solidified when I heard the Press Release quote from Adams Extract's Chief of Marketing on my Friday morning commute."It is going to be unbelievable how many young people will be introduced to what baking Extracts are for the first time. Hopefully they will go home and learn to bake some cakes and cookies from scratch."
I let a snort and giggle escape when I heard this. Adams Extract is expecting a lot from Mike Judge fans, but I will let you know if after seeing the movie, I am swept away by an inescapable baking mania!
If you want to read more of the serious devotion to the joy of extracts, the complete press release is here. Also, just because I love snippets of Texas History, I've included the history of Adams Extract, straight from the official website:
Adams Extract traces it beginnings back to 1888 when John Anderson Adams sold extracts in the harsh Michigan climate. In 1905 he moved his family to Texas. At the time, most vanilla was sold to pharmacies and was often labeled “Do not bake or freeze.” John A. Adams, a pharmacist whose imagination was stirred by his wife’s yearning for a flavoring that wouldn’t bake or freeze out, announced that he could produce a better vanilla than the one his wife was currently using. Working with just $6.71 worth of materials on top of an old icebox, Adams discovered the formula he wanted.
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