Ube Before Anything Else: Meet the couple behind Hawaii’s latest purple dessert biz

by  Lalaine Ignao, ABS-CBN News

HONOLULU — Before ube became a part of mainstream media, Hawaii local business owner Joy Jataas had a passion for baking, as well as a love for the famous Filipino dessert.

UBAE came to life after Joy’s husband, Jeremy, requested a Filipino inspired cheesecake. Since then, Joy has made it UBAE’s mission to educate the Hawaii community about ube.

They opened up a storefront in Kalihi at the end of 2017, selling their cheesecake along with ube crinkle cookies and ube tarts.

Now, a year later, the couple has opened up their second location at Windward Mall in Kaneohe.

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