Essential Baking Co’s Pop-Up Persian Bakery Sells Out in an Hour!


Bread lovers showed up, en masse, to Essential Baking Company‘s second round of summer pop-ups highlighting baked goods of Iran. Though last month’s Pastries of Persia pop-up proved to be a smashing success, the bakers never expected they’d sell out within an hour of opening.

In fact, the overwhelmingly positive response this two-part series elicited was something co-creators George DePasquale, Founder and Director of Research and Development at Essential, and Sohroosh Hashemi, Marketing Project Manager at Essential, never anticipated. George has been hosting pop-up bakery events for years and the Persian bakery series has been one of the most successful.

In a statement from Sohroosh:

We had so much fun dreaming up the concepts for these two pop-ups. I’m amazed and really humbled by how excited people are about Iranian pastries and breads. Everyone has been so kind and, especially with how long our breads took, SO patient. This was an incredible learning experience for me and I appreciate everyone who came by to support us.