When Masterful Baking is a Family Business

LARCHMONT, N.Y. - Dec. 28, 2019 - When Seth Greenberg was 8 years old he frequently stopped to "work" at his father's bakery on his way home from school. "I'm not sure how helpful I was," Seth laughs, "but I'm just as excited about baking today, as I was back then."

The bakery where Seth frequently "helped" was William Greenberg Jr. Desserts, Inc., known to many a New Yorker for decades as the go-to place for cakes, classic cookies, brownies, and of course - the schnecken. What's a schnecken, you ask? A delightfully gooey mini cinnamon roll best eaten warm. When Seth made his own version Seth's mom exclaimed, "William, yours were never this good!" And a mother would know, right?

Seth Greenberg's Just Desserts has opened its doors at 1887 Palmer Avenue in the heart of Larchmont's vibrant downtown where Seth will be baking some old favorites - with his own unique spin, and many new items all his own.

Seth Greenberg has been featured in The New York Times, The Daily News, New York Magazine, as well as the American Craft Museum. Media highlights include baking President Bill Clinton's 50th birthday cake, baking live on air with Martha Stewart, and discussing his famous fruitcake on the popular CBS show, Sunday Morning. "I've gotten some press over the years, it's true. But the baking is why people come here."

Some of those old-school childhood favorites can be found on Palmer Ave such as the Crown Cake, featuring four layers of dark chocolate cake with fresh whipped cream between each layer and covered with the same; and the Chocolate Cake - two layers of dark chocolate cake filled and covered in smooth shiny fudge.

We're excited to try new items from Seth Greenberg such as Pots de Crème, seasonal fruit pies and, what are quickly becoming his own brand of iconic cake - Seth's line of Bursts - a sponge cake with a center circle of Lemon Curd, or Chocolate Mousse, Apple at Rosh Hoshanah, and Pumpkin at Thanksgiving.

"I came up with a Charoset Burst that was very popular last Passover. People are already asking if I'm going to make it again." What's the answer? Greenberg smiled and said, "if you want to make sure you get a Charoset Burst for Passover you should place an order. The sooner the better." He laughs, "I learned that from my dad, too."

Seth Greenberg's Just Desserts is open Wednesday through Friday, 11:00 AM - 5:30 PM; Saturday, 8:30 AM - 5:30 PM, and Sunday, 11:00 AM - 4:30 PM.

Holiday menus available

Media Contact
Village Green Markets
(914) 418-4920

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