That would be me. With the frustrating results of fighting to achieve search-engine results that are comparable to the item being searched (best key lime pie doesn’t necessarily mean best ranking on the search engines) I feel the need to blow off some steam. Going on 12-years now, I have been making my key lime pie commercially, but my primary motivation to start making them was not with the intent to make a living for myself or to build a business. Close to 30-years ago I decided to start making key lime pie for myself and for my family and friends. Having grown up in South Florida, I became disenchanted with the offerings of key lime pie that were out there. The decision came from the school of thought “if you want something done right, do it yourself”.
I have always access to fresh key limes, so I just stuck to the basic five-ingredient recipe that had been the stronghold of key lime pie for decades. Not to impugn the amazing and wonderful, creative expression of pastry chefs and bakers who have made other versions of a key lime pie. What I was then and am now making is the classic, traditional, AUTHENTIC key lime pie. Graham cracker crust (crumbs and butter) and a filling made with sweetened condensed milk, egg yolks and fresh squeezed key lime juice. Keep it simple, stupid! As for the bottled key lime juice from concentrate, I’ve said it before… fine of you’re stripping paint or removing rust, but not in food!
So, fast-forward to my life in New York City, where I came up with the idea for Steve’s AUTHENTIC. Why not offer the Big Apple that same key lime pie, using the same basic fresh ingredients just as I did for my family and friends? If finding an authentic key lime pie was that difficult to do in Miami, it should have been even more difficult to find one up here. There might be a few problems with trying to sell people on the idea of authenticity; people might not know the difference or they might not care to pay for the quality. But I just stuck to my guns, and thankfully there were enough restaurant owners who were kind enough or cared enough about what they were serving their customers, they start buying my pies. I never had a business plan, I never had any investors, I never had any input from people in the know, I just made the best damn key lime pie I could with no compromise and tried to get it out there. It was sort-of that “field of dreams” theory, “if you build it, they will come!”
Never once did I even consider using anything else but the freshest ingredients I could. But confessions being confessions, I did have a period of time when I wasn’t using 100% fresh key lime juice. We were mixing fresh Persian lime juice with fresh key lime juice, and I was feeling some degree of guilt. The rest of the protocol was being followed and my customers never mentioned anything about a taste-difference (I don’t think the restaurateurs sample the product that often), but it did bother me that I was, in a way, cheating.
Back to the snob remark and relating it to the search engine results. Since selling my key lime pie online, I have become very aware of SEO (Search Engine Optimization) and very aware of the search engine results. It still remains an enigma, and certainly the results are not indicative of quality (as a result, I now find myself looking onto the 2nd and 3rd page of query returns). Somewhere on my site, I make reference to a key lime pie maker with his shop in (of all places) Key West. A number of years ago, he and I chatted on the street in front of his shop; he was nice enough to show me around a bit, he was an affable fellow who enjoyed sharing some key lime shop-talk. But when I complained about the raising cost of butter and the difficulty in juicing the key limes, admonished me to “use a pre-made crust” or “just use the bottled juice”. My thought went directly to my initial motivation to start making the pies to begin with, where is the integrity? Where is the devotion to doing one thing and doing it as well as you can, without regard to the bottom line?
My business has remained a small operation. I’ve had the visions of grandeur, and seen one other key lime pie maker (who like me, not in the state of Florida and is the other commercial bakery beside me to use fresh key limes) who started business about the same time I did. He has achieved a great deal of success and tremendous growth in his operations. Honestly, I had felt some degree of “defeat” after reading of his successes. No sour grapes here, I’m OK with where I am, and I assume that the day his pies are to be offered online, it will just be one-more search engine result to be in the horse race with everything else out there. I also wonder what compromises he might have made in order to have gone “big-time”.
The American Heritage Dictionary of the English Language, Fourth Edition, defines a snob as “One who affects an offensive air of self-satisfied superiority in matters of taste or intellect” Maybe purist is a better word. Still, my search engine results not where they should be, but my key lime pie is!