It may not be fifteen minutes of fame, but 8.3 minutes isn't bread crumbs either, and for Maurizio Negrini, the master bread baker of Udi's, it's his life.
See also: - Udi's Colfax Pizza Bar taking over the former Encore space - Udi's Robin Baron dishes on her new Boulder restaurant, the perfect pizza and why eight inches is the ideal size - Udi's Gluten-Free Foods sold to Smart Balance for $125 million
Local filmmaker Una Morera shot a short film about Negrini called "Artisan Baker," and this weekend, that footage will screen in New York City as part of the NYC Food Film Festival, which begins tomorrow and continues through Sunday.
And the film, slated for viewing on Sunday at an "Edible Adventures" James Beard Foundation event, will have a captive audience, all of whom will also have the opportunity to taste just why, exactly, Udi's loaves rise above so many others. "We're actually shipping about four suitcases full of our rustico boules to New York, so that festival attendees can munch along while they watch the movie," says Etai Baron, who, along with his father, Udi and his sister, Robin, have catapulted the Udi's empire to national prominence -- at least in the bread world. "Flying is the only delivery option, because bread, as most people know, has has a very short shelf life," adds Etai.
Morera's film, continues Etai, pays homage to Negrini, the Italian baker who's worked with the Baron family for the past twelve years. "This film not only celebrates his life as a baker, but it also celebrates his greatness as a man and co-worker, says Etai."
What's more, stresses Etai, "is that every day when I wake up and go about my day, I'm reminded of a lesson that Maurizio taught me years ago, which is to always make this loaf better than the one before." Etai admits that he's not religious, but, he reveals, "the baker philosophy is profound, and it's become my guiding light. I can't overstate how lucky I feel to have worked so closely with Maurizio."
You can watch the film, narrated by the soft-spoken Negrini, below, and trust me, it's worth the 8.3 minutes of your time -- and it might even convince to start baking your own bread.