On April 12 Idler’s home store will begin its 30th annual Mom & Apple Pie Contest, culminating in the finals on May 3 at the SLO Home Show at the Madonna Expo Center. The winner of the finals will receive a new KitchenAid stainless steel range. The event began as a way for the Idler Family to celebrate and connect with the community.
In 1984, Idler’s was coming up on 30 successful years of serving the Central Coast. The company had recently opened a new store in Atascadero. It was strong and growing, and the Idler family wanted to celebrate. The celebration had to acknowledge the company’s foundational values — Central Coast families, the home, bringing people together and “the best things in life” (a jingle Idler’s used at the time).
“One of the best things in life was mom and her apple pie,” said Tom Jones, founder of TJA Advertising and the creative mind behind the origin of the contest. And the seed that would grow into the legendary Mom & Apple Pie Contest was planted.
“The inaugural competition received only six entries,” said Don Idler, president of Idler’s. “Today we receive dozens of entries and the interest continues to grow. It’s heartwarming to see such a simple, old-fashioned tradition remain popular in SLO County.”
Now in 2014, as Idler’s celebrates its 60th anniversary as a company and the 30th anniversary of the Mom & Apple Pie Contest, the event has become a tradition for many, such as Marie Atkins, who, after participating in the competition for 19 years, took home the grand prize last year.
Atkins’ tradition involves hand-selecting each apple (she prefers Granny Smiths) at the market. She prepares her crusts the day before the event and then wakes up at 6:30 a.m. on the day of the competition to begin baking.
“When I do that, they are warm when the judges taste them,” said Atkins. “I think that helped me win.”
In addition to a first place prize, second place earns a KitchenAid stand mixer and third place, a KitchenAid
microwave oven. Fourth place through twelfth place winners will receive a KitchenAid hand mixer. Contestants can enter at http://www.idlers.net/mom-and-apple-pie-contest.