"Oh my!" Fitting Group had just tasted a small pastry, the love child of Valerie Navarre. Valerie desperately needed an identity for her bake shops and insisted that the group sample the merchandise.

"Exquisite, no?" she asked.

"Wondrfumph." we reponded, still stuffing our faces.

"So what shall we tell ze Americans?" she asked.

We felt her passion. "Tell them what you feel — 'Food Is Love.'"

"Oui, oui, oui!" exclaimed Valerie. "You saw right through my cakes down to my soul."

"Aw, shucks." we said.

"Now what should we call my shop?" she mused.

We huddled. The name had to reach a broad spectrum of Americans, and above all, be memorable. "Ready?" we said. Valerie trembled with anticipation. "We suggest you call your shops — The French Tart!"

"The saucy double entendre!" Valerie gasped. "Genius! And though you may not know it," she was suppressing a giggle, "I was once known as the tart of Marseille." We let that one go by and presented her logo. "C'est moi!" she cried, "Vive le beret! Je t'aime! Je t'aime! Je t'aime!"

While some of us hugged her, those on a diet polished off the rest of the tart.