Charity ride with sweet treats honors Emily Fredricks, the pastry chef killed on her bicycle

Organizers are looking for participants for the first annual “ProfiteROLL.”

Danya Henninger / Billy Penn

Emily Fredricks, the 24-year-old woman tragically killed last November cycling on Spruce Street in Center City, was a talented pastry chef at Le Cheri. Her career in desserts has inspired an innovative fundraising event.

The first annual “ProfiteROLL” will be part bike ride, part feast — in the form of a pastry scavenger hunt on wheels.

Right now, organizers are actively looking for bakeries, cafes, restaurants and shops that want to participate in the fundraiser. Set for April 15, the ride in part benefits the Fredricks Fund, which was set up by Emily’s parents to help replace bikes lost due to crashes.

Fredricks was riding in the bike lane at 11th and Spruce streets on Nov. 28, 2017, when a driver slammed his trash truck into her while making a right turn. She was taken to nearby Jefferson Hospital, but died shortly after. The tragedy spurred calls for more protected bike lanes — and two were recently announced for Market Street and JFK Boulevard at Philly’s Vision Zero Conference.

Here’s how the scavenger hunt/bike ride will work:

After people sign up in advance (stay tuned for the registration page), they can start at any spot on the route. Then, as they cycle around the circuit in whatever order they want, they snag as many of the special treats offered for the event as possible. Those treats could be anything from a cookie to a beverage to swag to, yes, a profiterole, the event name’s French-creampuff pun-spiration.

The ride ends with a party at Johnny Brenda’s in Fishtown, where the most successful “hunters” will get prizes to celebrate their sweet tooth.

Cake Life Bake Shop on Frankford Avenue is already a confirmed pastry stop on the scavenger hunt (co-owner Nima Etemadi came up with the “ProfiteROLL” name”), but organizers — including the Bicycle Coalition, Women Bike PHL, the Fredricks family and Le Cheri — need more shops to join, as well as additional sponsors to come on board with bicycle safety manufacturer ABUS, which has already stepped up.

Contact of the BCGP at if you’re a business owner interested in joining the cause.

People who want to honor Fredricks’ memory and help raise money for bike safety can add another date to the calendar.

On April 22, a week after the ride, the same group is hosting a fundraiser banquet brunch at Le Cheri on Rittenhouse Square. The four-course splurge will run $100 per person, and include champagne or a cocktail. Reservations will open next week.

If you’re a wine distributor, chef or restaurant owner and want to participate in the brunch, please also get in touch with the BGCP.

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