Small Time Crooks

Renaissance or the Magna Carta or something. 515 00:30:59,300 --> 00:31:01,163 But that's where it's from. 516 00:31:01,300 --> 00:31:04,323 Why did you decide to go into baking so late in life? 517 00:31:04,467 --> 00:31:07,626 Well, Frenchy, we found out, can make cookies. 518 00:31:07,766 --> 00:31:09,629 The Frenchy they're talking about... 519 00:31:09,766 --> 00:31:12,392 ...and reigning culinary genius of Sunset... - Hello. 520 00:31:12,532 --> 00:31:16,226 ...is Frances Fox, who happens to be the wife of the C.E.O. 521 00:31:16,367 --> 00:31:18,230 So you made cookies your whole life... 522 00:31:18,367 --> 00:31:20,594 ...and everybody told you how delicious they were. 523 00:31:20,733 --> 00:31:23,393 - Yeah. I thought they were "B.S. Ing" me, you know? - Really? 524 00:31:23,532 --> 00:31:27,295 Yeah. Somebody gives you something they cooked, you always say you enjoyed it... 525 00:31:27,433 --> 00:31:31,558 ...even if it makes you throw up after wards, so, you know... 526 00:31:31,699 --> 00:31:35,223 In a day and age where everyone seems to have public relations handlers... 527 00:31:35,367 --> 00:31:37,525 ...it's hard to imagine a corporate brain trust... 528 00:31:37,666 --> 00:31:41,792 ...that is more direct and less image conscious than the group here at Sunset Farms. 529 00:31:42,100 --> 00:31:45,793 In fact, each person we met seemed to be more eccentric than the last. 530 00:31:46,100 --> 00:31:48,123 Like Tommy Walker, the chairman of the board. 531 00:31:48,266 --> 00:31:52,096 Frenchy makes the best cookies in the world. We're very proud of her cookies. 532 00:31:52,233 --> 00:31:54,698 What are your duties as chairman of the board? 533 00:31:54,833 --> 00:31:59,266 The board meets once or twice a week, and we take up important issues. 534 00:31:59,400 --> 00:32:01,457 - Issues? - Yeah. Facts, problems. 535 00:32:01,599 --> 00:32:03,463 Things like that. Normal stuff. 536 00:32:03,599 --> 00:32:07,259 What kind of problems does an overnight success like Sunset Farms face? 537 00:32:07,400 --> 00:32:11,264 What kind of problems? Last week the toilet on the fourth floor wouldn't flush. 538 00:32:11,400 --> 00:32:14,366 It flushed, but the water kept coming to the top. 539 00:32:14,500 --> 00:32:17,261 So the board voted on getting a plumber. 540 00:32:17,400 --> 00:32:21,627 One of the architects of Sunset Farms's unorthodox marketing strategy... 541 00:32:21,766 --> 00:32:25,755 ...is the head of advertising, Denny Doyle, a former truck driver. 542 00:32:26,066 --> 00:32:28,793 Was it you who came up with the idea to advertise baked goods... 543 00:32:29,100 --> 00:32:31,328 ...in Playboy, Penthouse and Hustler Magazine? 544 00:32:31,467 --> 00:32:34,728 I figured if a guy's staring at a naked piece of tail... 545 00:32:35,033 --> 00:32:38,124 ...and he sees the breasts and legs, he's gonna start to salivate. 546 00:32:38,266 --> 00:32:40,629 It's human nature. So if he's salivating... 547 00:32:40,766 --> 00:32:42,994 ...he turns the page and comes across a picture of, say, 548 00:32:43,133 --> 00:32:44,996 ...our pistachio cream cookies. 549 00:32:45,133 --> 00:32:48,156 He thinks maybe that's why he's drooling. You understand? 550 00:32:48,300 --> 00:32:50,163 It's psychology. It's science. 551 00:32:50,300 --> 00:32:54,357 It's like Pablo's Theory, you know, with the dog when he feeds him? 552 00:32:54,500 --> 00:32:57,125 - Pablo? - Pablo, with the dogs. 553 00:32:57,266 --> 00:32:59,663 Then there's ex-police officer Ken Deloach... 554 00:32:59,799 --> 00:33:02,560 ...vice-president in charge of distribution. 555 00:33:02,699 --> 00:33:06,654 And Ben Jamin Borkowski, vice-president in charge of plant safety. 556 00:33:06,799 --> 00:33:09,788 First thing I did was make sure the building was fireproof. 557 00:33:10,100 --> 00:33:13,362 And lest they be accused of being a mostly male club... 558 00:33:13,500 --> 00:33:17,795 May Sloan is in charge of public relations and also physical therapy. 559 00:33:18,100 --> 00:33:20,328 I understand public relations. 560 00:33:20,467 --> 00:33:22,659 But physical therapy? 561 00:33:22,799 --> 00:33:25,731 All the chocolate chips are put in the cookies by hand. 562 00:33:26,033 --> 00:33:31,227 And that's really hard on the back and leg muscles. I do deep massage. 563 00:33:31,367 --> 00:33:34,356 By the way, she's also a vice president. 564 00:33:34,500 --> 00:33:37,330 So there you have it. A brief glimpse into a corporate culture... 565 00:33:37,467 --> 00:33:40,762 ...that has industry leaders and management analysts all over the country... 566 00:33:41,066 --> 00:33:45,760 ...scratching their heads, trying to figure out what Sunset Farms might try next. 567 00:33:46,066 --> 00:33:50,589 It may be as simple as what Paul Milton, the W