Our cookbook of the week is Crave by Calgary-based sisters Carolyne McIntyre Jackson and Jodi Willoughby, who co-founded the Prairie bakery of the same name.
Jump to the recipes: raspberry crumb loaf , oatmeal milk chocolate toffee cookies and vanilla sheet cake with strawberry buttercream frosting.
Carolyne McIntyre Jackson and Jodi Willoughby have worked together for 20 years, but they’ve been sisters and friends for 50. “Everybody always says, ‘I can’t believe you can work with your sister.’ And we always say, ‘We grew up on a farm. If we weren’t getting along, we had no one to play with,’” says Willoughby. “We just have such a high respect and regard for one another that we make it work.”
After graduating with degrees in food business management and community rehabilitation, respectively, McIntyre Jackson and Willoughby founded the first Crave bakery in Calgary in 2004. They now have four locations in Calgary, one each in Edmonton and Saskatoon, and a seventh opening in Kelowna in June — their first new store in 12 years.
“We like to say we had a purposeful pause while we raised three kids,” says McIntyre Jackson. (She has one and Willoughby has two.) Now that their children are grown, the sisters are moving into their “non-active” parenting phase. “We can let it fly a little bit.”
McIntyre Jackson and Willoughby started Crave with a cache of family recipes, including their grandmother’s chocolate cake and their mother’s buttercream icing and vanilla cake . In their cookbook debut of the same name, they share more than 70 recipes they’ve developed over Crave’s 20 years, including the never-before-published buttercream frosting that’s won them many devoted fans.
There’s been much speculation about a secret ingredient in their buttercream, also known as their “superpower.” McIntyre Jackson stresses that there’s nothing covert about their recipe. The foundational vanilla version calls for just four ingredients: icing sugar, whipping cream, butter and vanilla extract. (She thinks it’s the salted Calgary-made Foothills Creamery butter they’ve used from the start that sets their frosting apart.)
After kicking off the book with how-tos, including icing a two-layer cake and dipping cookies, and homemade pantry items, such as ganaches and custards, they launch into 12 of Crave’s celebrated buttercream frostings, which readers can make their own by adjusting the amount of sugar, adding colour or using different extracts and mix-ins.
Amid the flawless buttercream swirls, candy-coloured sprinkles, cupcakes, cakes and cookies, one of the book’s full-page photos shows a patchwork of their family’s handwritten recipes filling the frame. McIntyre Jackson says it was important for them to capture. They grew up on a farm outside of High River in southern Alberta, where the baking of their grandmothers, aunts and mom was a constant.
McIntyre Jackson started baking as a child with their mother, Helen McIntyre. “Jodi and our younger sister would always be outside, riding horses, moving cattle with Dad, and that wasn’t really my forte. I’ve always loved to bake. And I can remember sitting on this little brown stool when I was seven and hand-making the shortbread. It was always a true passion of mine.”
After graduating from university and a job in Safeway’s manufacturing division, McIntyre Jackson asked Willoughby, a director of clinical services working with young children from high-risk homes, if she would join her in opening a bakery. What Willoughby initially lacked in baking know-how, she made up for with her management and people skills.
“I said, ‘Absolutely.’ I didn’t even hesitate. I wasn’t a baker. Carolyne taught me how to bake. I always had a passion and a love for it — and a respect for it — and I always enjoyed the baking. We came together with complementary skills and opened our first bakery, which is now going into 21 years in September, and never looked back.”
The sisters attribute Crave’s longevity to the driven, enthusiastic employees who work alongside them. “Our biggest thing is that we hope people who walk through our doors leave with a lot more than they started with. And we’re really lucky. We have so many people that have worked for us for five years, 10 years,” says Willoughby.
McIntyre Jackson adds: “I think you gather people around you who want to work with you, and that’s also part of the success. We love what we do. We’re passionate about it.”
There are many “true bakers” on their staff who love the craft and often share their favourite recipes. The raspberry sour cream pie in the book is one example. Since Aldene Atkinson, one of their “dearest” former employees, gave it to them, it’s become a beloved summer staple. Their Auntie Louise’s gingerbread recipe is another. McIntyre Jackson and Willoughby remember their aunt meticulously rolling out paper-thin cookies when they were teenagers. When it came time for them to make gingerbread for their bakeries, she was happy to pass the recipe along.
Family recipes like these, whether theirs or from others that have been given to them over the years, are at the heart of their bakeries — and now, book. “We started Crave because we wanted to share really great baking with as many people as possible,” says Willoughby. “And that’s the whole essence of the cookbook.”
McIntyre Jackson adds: “We’ve always been on a mission to bake everything the best we can. And that comes from family recipes and a little bit of love.”
RASPBERRY CRUMB LOAF
Makes: One 8- × 5-inch loaf
For brown sugar crumb topping:
3/4 cup (115 g) all-purpose flour
1/2 cup (113 g) salted butter, softened
1/2 cup (100 g) brown sugar
For loaf:
1 1/4 cups (185 g) all-purpose flour
1/2 tsp baking powder
1/2 tsp salt
2/3 cup (170 g) sour cream
1/2 tsp vanilla extract
3/4 cup (170 g) salted butter
1 cup (200 g) granulated sugar
2 eggs
1 egg yolk
3/4 cup (150 g) raspberries, fresh or frozen
3/4 cup (150 g) brown sugar crumb topping
Step 1
Place all the brown sugar crumb topping ingredients in a medium-sized bowl.
Step 2
Using your hands or a pastry blender, mix the ingredients until they are well combined and large crumbs form (the mixture should form a ball when squeezed in your hands). Set aside.
Step 3
Position a rack in the centre of your oven and preheat it to 350F (177C). Butter an 8- × 5-inch loaf pan and line it with parchment paper.
Step 4
In a medium-sized bowl, add the 1 1/4 cups flour, baking powder and salt. Combine with a whisk and set aside.
Step 5
In a glass measuring cup, add the sour cream and vanilla.
Step 6
In the bowl of a stand mixer fitted with a paddle attachment, beat the 3/4 cup butter on medium speed for about a minute. Gradually add the granulated sugar. Stop the mixer and scrape the sides of the bowl with a spatula. Continue mixing on medium speed for 5-8 minutes or until the mixture becomes pale and fluffy.
Step 7
Crack the eggs and egg yolk into a small bowl. Turn the mixer to low and add the eggs one by one. Stop the mixer and scrape the mixing bowl, then turn the mixer to medium-high speed and mix for about a minute or until everything is well combined.
Step 8
Reduce the mixer speed to low and add half of the flour mixture, then add the sour cream and vanilla mixture. Mix for 30 seconds, then add the remaining flour and continue mixing for 30 seconds to combine. Stop the mixer, scrape the bowl, then mix on medium-high for a minute or until everything is well combined.
Step 9
Remove the bowl from the mixer and, using a spatula, gently fold the raspberries into the batter.
Step 10
Transfer the batter into the prepared loaf pan. Top with the brown sugar crumbs. Bake for 60-70 minutes or until a probe thermometer inserted into the centre of the loaf reads 200F (93C).
Step 11
Allow the loaf to cool in the pan for 10 minutes, then remove it from the pan and transfer it to a wire rack to cool completely
Notes: All our recipes call for salted butter. If you opt for unsalted butter, we recommend slightly increasing the salt in the recipe to maintain the desired flavour.
Place any leftover crumb topping in an airtight container and store in the fridge for up to 5 days or in the freezer for up to 3 months.
OATMEAL MILK CHOCOLATE TOFFEE COOKIES
Makes: About 50 cookies
3 1/2 cups (320 g) large-flake oatmeal
1 1/2 cups (225 g) all-purpose flour
1 tsp baking soda
1/2 tsp baking powder
3/4 tsp salt
1 cup (225 g) salted butter
3/4 cup (150 g) granulated sugar
3/4 cup (150 g) firmly packed brown sugar
2 eggs
1 tsp vanilla extract
1 3/4 cups (250 g) milk chocolate chips
1/2 cup (85 g) toffee bits
1 cup (250 g) milk coating chocolate (optional, for the dip)
Step 1
Position a rack in the centre of your oven and preheat it to 350F (177C). Line cookie sheets with parchment paper.
Step 2
In a medium-sized bowl, add the oatmeal, flour, baking soda, baking powder and salt. Whisk to combine and set aside.
Step 3
In the bowl of a stand mixer fitted with a paddle attachment, beat the butter on medium speed for about a minute. Gradually add the sugars. Stop the mixer and use a spatula to scrape the sides of the bowl. Continue mixing on medium-high speed for 5-8 minutes or until the mixture becomes pale and fluffy.
Step 4
Crack the eggs into a small bowl. Turn the mixer to low and add the eggs one by one, then add the vanilla. Mix for 30 seconds. Stop the mixer and scrape the mixing bowl, then turn the mixer to medium-high speed and mix for about a minute or until everything is well combined.
Step 5
Stop the mixer, scrape the bowl, and continue to mix on low speed. Slowly add the oatmeal mixture and mix for about 2 minutes or until well combined. Then add the milk chocolate and toffee bits and mix until just combined.
Step 6
Using a cookie scoop, drop the scoops of dough onto the prepared cookie sheets about 2 inches apart.
Step 7
Bake for 10-12 minutes or until golden brown.
Step 8
Allow the cookies to cool on the baking sheets for 5 minutes, transfer them to a wire rack to cool completely, then follow the instructions for How to Dip Cookies ( see below ).
VARIATION
Oatmeal Chocolate Chip Cookies: In step 5, instead of the milk chocolate chips and toffee bits, add 2 cups (400 g) of dark chocolate chips.
HOW TO DIP COOKIES
Melt the coating chocolate in a bowl set on top of a saucepan of boiling water or in a glass bowl in the microwave.
Line a cookie sheet with parchment paper. Dip the cookie halfway into the melted chocolate and place it on the prepared sheet. Gently push the cookie from the non-dipped side along the parchment paper a couple of inches. This will help maintain a round edge and prevent excess chocolate from pooling on the cookie’s side. If using sprinkles, sprinkle immediately after dipping to ensure they stick to the chocolate before it sets. Allow the chocolate to set before serving or storing the cookies.
VANILLA SHEET CAKE WITH STRAWBERRY BUTTERCREAM FROSTING
Makes: One 9- × 13-inch cake
1 recipe Strawberry Buttercream Frosting ( recipe follows )
2 1/4 cups (335 g) all-purpose flour
1 tbsp baking powder
1/2 tsp salt
1/2 cup (113 g) salted butter, softened
1 1/4 cups (250 g) granulated sugar
2 eggs
2 tsp vanilla extract
1 cup (250 g) milk
Step 1
Position a rack in the centre of your oven and preheat it to 350F (177C). Butter a 9- × 13-inch cake pan and place parchment paper at the bottom of the pan.
Step 2
In a medium-sized bowl, add the flour, baking powder and salt. Whisk to combine and set aside.
Step 3
In the bowl of a stand mixer fitted with a paddle attachment, beat the butter on medium speed for about a minute. Gradually add the sugar. Stop the mixer and use a spatula to scrape the sides of the bowl. Continue mixing on medium-high speed for 5-8 minutes or until the mixture becomes pale and fluffy.
Step 4
Crack the eggs into a small bowl, turn the mixer to low, and add the eggs one by one, then add the vanilla. Mix for 30 seconds. Stop the mixer and scrape the mixing bowl, then turn the mixer to medium-high speed and mix for about a minute or until everything is well combined.
Step 5
Stop the mixer, scrape the bowl again, then turn it to low speed. Add about 1/2 of the flour mixture, allow to combine, then add the milk and mix until combined. Add the remaining flour mixture and mix on low until everything is combined. Turn mixer to medium speed and mix for 2 more minutes or until a smooth batter forms.
Step 6
Transfer the batter into the prepared pan. Bake the cake for 25-30 minutes or until a toothpick inserted into the centre comes out clean.
Step 7
Let the cake cool for 10 minutes. If desired, remove the cake from the pan and transfer it to a wire rack to cool completely (about an hour) before frosting.
Step 8
While the cake is cooling, prepare the strawberry buttercream frosting, then ice the cake with an offset spatula.
VARIATIONS
Cupcakes: Line two cupcake tins with cupcake papers. Using a cookie scoop or spoon, scoop the batter into the prepared pans filling each well about two-thirds full. Bake for 14-18 minutes.
Layer Cake: Butter two 8-inch round cake pans and place parchment paper at the bottom of each pan. Divide the batter equally between the prepared pans and bake the cakes for 26-30 minutes or until a toothpick inserted into the centre comes out clean.
STRAWBERRY BUTTERCREAM FROSTING
Makes: About 3 1/2 cups
4 cups (500 g) icing sugar
1/3 cup (75 g) strawberry purée
1 tbsp whipping cream
1 drop red gel food colouring
1 drop burgundy gel food colouring
1 1/4 cups (280 g) salted butter, softened
Step 1
Measure the icing sugar into a large bowl and set aside.
Step 2
Measure the strawberry purée, whipping cream and food colouring into a glass measuring cup or small bowl and set aside.
Step 3
In the bowl of a stand mixer fitted with a paddle attachment, beat the butter on medium speed for 2-3 minutes.
Step 4
Stop the mixer and scrape down the sides of the bowl. With the mixer on low speed, gradually add the icing sugar, then slowly add the strawberry purée mixture. Continue to mix on low for about a minute or until it is well combined.
Step 5
Stop the mixer, scrape down the sides of the bowl, then turn the mixer to medium-high speed and beat for 5 minutes. Turn off the mixer, scrape down the sides of the bowl again, then resume mixing at medium-high speed for an additional 5-10 minutes or until the buttercream is light and fluffy to the touch.
Step 6
Use buttercream frosting as directed in the recipe.
Step 7
Place any leftover buttercream frosting in an airtight container and store in the fridge for up to 5 days or in the freezer for up to 3 months.
Notes: To determine when your buttercream frosting is ready, scoop a small amount onto your spatula, then gently tap it against the side of the bowl. If the buttercream frosting easily falls off the spatula, it is ready. If it stays on the spatula, continue mixing on medium-high speed until it reaches the desired consistency.
Find strawberry strawberry purée at baking supply or specialty stores, or make it yourself .
Recipes by Carolyne McIntyre Jackson and Jodi Willoughby from Crave , copyright ©2025 by Carolyne McIntyre Jackson and Jodi Willoughby. Recipes and images reprinted with permission of TouchWood Editions. touchwoodeditions.com
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