UBAE

There was a Thanksgiving dinner that went to at a friend's house. Joy made the ube cheesecake. We all tasted it and that was that moment where we knew we need to start something. My name is Adrienne Joy Jataz. And I'm Jeremy Jataz. We are the co-founders of ube located in Kalihi on the island of Oahu. Jeremy and I grew up in a Filipino household where ube, ube desserts were, it was a treat to have in the home. Ube is a purple yam. It has It's grown on a vine versus underground So we both love cheesecake so I decided to try and incorporate it into our cheesecake. Wow, what hyped it up big time? Let me ask my guys at work, everybody loved it and everybody just kept wanting to try it and try it. In 2014, ube was born which stands for ube before anything else. When we first started, we used to sell ube cheesecakes and cookies out of our van. Were prepping for this food event for Eat the Streets and he came home and he said, Let's j And at the time we had a toddler and a newborn. To take that leap and stop working to do, We are first generation Filipino Americans so we've learned a lot from those who came before us, our parents, our grandparents. To have all their support throughout the years, it means a lot. It means everything actually to us. In 2017, were able to open our first storefront. As soon as you come in, you smell baking. We have a nice little merch section in here that people can get some ube swag or whatever when they go back home. We have an array of ube-based desserts. We have things super creamy and rich The biggest award that we've just recently won that we're very proud of is Hawaii's Best. First place Hawaii's Best Ube. 2023. I think the rich, vibrant purple color draws curiosity to our products. People come curious and they leave happy. Behind all our products is hard working hands, hard working families. Our products are handmade, baked fresh. They leave right here in Hawaii. We're proud to say that we're a made in Hawaii brand. They smile. They're telling their friends, oh damn, you tried this. This is good, Those reactions are prices for us. That's what made us feel