Seth Greenberg and his father together baked for a combined 80 years at their beloved New York City bakery. Their work became a local institution, serving generations with classic pastries and warm hospitality.
In this Valentine’s episode, Seth and his girlfriend Corinna join the show to share a nostalgic sugar-cookie dough recipe that the bakery used for at least three signature treats: jam thumbprints, heart-shaped Valentine cookies, and chocolate-dipped cookies. They walk through the recipe and techniques that made those cookies crowd favorites.
Seth also reflects on lessons from his father, who opened the shop in New York after World War II. For 50 years he supplied the neighborhood with baked goods for weddings, birthdays, and everyday moments, and he passed down practical wisdom and pride in craftsmanship to Seth. It was an honor to host Seth and Corinna and hear their stories.
Highlights
- How World War II service and the U.S. Army helped start Seth’s father’s baking career
- Wisdom from an artisan who handcrafted over two million schnecken
- Seth’s first job in the bakery, beginning at just five years old
- Values Seth absorbed from employees and family working in the bakery
- How rent, costs, and business practices in NYC changed over the decades
- Why quality ingredients matter for great baked goods
- Practical tips from a master baker for making sugar cookies
Listen to Seth
Follow The Storied Recipe in Your Favorite Player
Seth Greenberg’s Storied Recipe
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How To Contact Seth
Website: www.sethgreenbergsjustdesserts.com/
Facebook: www.facebook.com/Seth-Greenbergs-Just-Desserts/
Instagram: @bakegreenbergny