Baking Whoopie™ founder, restaurant publicist/freelance music journalist Roxy Rubell, is the driving force behind product development along with some guidance from her husband, Master Chef and Gourmet Caterer Dave Rubell (who has cooked for everyone from The Boss to five American Presidents).
Rubell has a long-time love affair with whoopie pies, having grown up in New Hampshire, a “Live Free or Die Girl.” With Baking Whoopie™, she wanted to take the classic dessert to the gourmet level, using only the finest ingredients such as Callebaut Chocolate and Vermont Maple Syrup. “I’ve thought for over five years now that Whoopie Pies are the next big ‘it’ dessert – the next cupcake. So, last year when the New York Times Food Section ran an article stating just that, it gave me great positive reinforcement that my hunch was pretty solid,” says Rubell. “My goal with Baking Whoopie™ is to offer a wide selection of gourmet whoopie pies using only the finest, highest quality ingredients –Callebaut and Valrhona Chocolate, Vermont Maple Syrup, Tahitian Vanilla, Maldon Sea Salt – to create something extraordinarily tempting and delicious. The flavor combinations are practically endless and we want to showcase seasonal ingredients in our seasonally-driven products” (think Pumpkin with Pumpkin Pie spice crème for the Fall, and Vanilla with Strawberries and Cream for Summer). “We also try to source ingredients locally and use packaging made from recycled materials whenever possible,” she adds.
One of the primary differences in Baking Whoopie’s™ Whoopie pies versus their East Coast cousins, is their size; they’re not ridiculously huge like the ones you’ll find back East and Baking Whoopie’s™ pies are typically “dolled up” with everything from Guittard white chocolate chips to Meyer Lemon zest. Baking Whoopie’s™ products come in two sizes; regular and minis and are sold by the baker’s dozen ($28 for regular, $24 for two dozen minis) and come packaged along with satin polka dot ribbon.
