Market Watch: Tell Tale Preserve Company Finds Inspiration @ the Farmers Market


Pastry chef William Werner has spent the last several months preparing for the opening of Tell Tale Preserve Company, a French inspired modern pâtisserie and delicatessen located on Maiden Lane. Though William had hoped to open Tell Tale’s doors by mid-September, as these things often go, the start date has been pushed back until early December.

In the meantime Tell Tale’s production kitchen is already up and running and churning out confections, preserves, and sweet and savory cakes for the ‘Society Bag’ which was launched in September as a monthly subscription service.

Working much like a CSA membership, each month subscribers to the Tell Tale Society will receive a burlap sack filled with seasonally inspired goodies available either for pick up or by mail order. Some of the treats featured in this month’s bag include a Mutsu apple and Concord grape Pâte de Fruit, black fig and chocolate-sangria jam and salted caramel-nib pound cake.

William is no stranger to the farmers market and has been making regular trips to pick up fresh seasonal ingredients since his days as the pastry chef at Quince. This week he selected green onions from Chue’s Farm, Sierra Beauty apples from Devoto Gardens and the last of the Concord grapes at Hamada Farms. He tells me his menu for the November Society bag is influenced by the winter squash that is popping up at markets now and the recent nut harvest.

In addition to the Tell Tale Society bag you can also get your hands on Werner’s fantastic sweet and savory concoctions like Santa Rosa plum oat bars and chorizo and green onion pound cake at Coffee Bar and Sightglass Coffee. We are also pleased to welcome him to the Tuesday Ferry Plaza Farmers Market line up starting in November where he’ll be located adjacent to the Blue Bottle kiosk. With Tell Tale Preserve Company joining our market family, a highly anticipated debut on Maiden Lane just around the corner and subscriptions to the Society bags increasing every month the future is looking mighty sweet for William and his crew. 

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