William Greenberg Desserts: UES Fanciness

Wednesday, August 4th, 2010 | bakeries

It was after work, I had an annoying errand to run on the Upper East Side, and my blood sugar was low.  Under the best of times, it is difficult for me to pass a bakery without checking it out.  But in my state, I caught a glimpse of a decent-looking cookie in a window out of the corner of my eye, and I fell upon the place like a vampire at a hemophiliacs convention.  

The place was William Greenberg Desserts.  I was delighted to discover that this was a Jewish specialty bakery, vending such delights as hamantaschen, black and white cookies, and rugelach.  Still dreadfully missing the hamantaschen from Gertel’s, an amazing Jewish bakery that closed up shop on the LES a few years ago, I figured I’d try three varieties here: cherry, apricot, and poppy seed.  Now, at most bakeries, when you buy some cookies, they just throw them into a white paper bag, you pay a couple of bucks, and off you go.  But, I guess since I was on the UES, they had to go the fancy box and store sticker route.  I got a bad feeling that the $10 bill I had ready would maybe not quite be enough.  The final bill for three cookies was $10.50 — yeesh.  And, since I really needed one to eat immediately, the whole box and sticker sitch wasn’t good.  I managed to wrestle out the cherry one and was surprised by how soft it was.  It was so soft, in fact, that its own weight on either side of my fingers made it crack in half, and almost $1.75-worth of precious merchandise nearly fell to the ground!  But my lightning quick dessert-saving reflexes kicked in, and my cookie escaped a wretched fate.  A passerby who must have witnessed my fumble called out, “Wow!  You really dodged a bullet with that one!”  That’s true, dude, I really did.

So, the cherry hamantasch was a-ite.  Kinda “cherry pie filling,” if you know what I mean.  And its cookie portion was actually the only really soft one– the other two were the more traditional (?) “short,” or buttery-crusty kind.  The apricot one was very sour and sort of acrid-tasting.  But the poppy seed was quite good– a nice balance of sweet and bitter.  I’ll probably give WGD another try if I’m in the area.  I think I did the world a disservice by not trying the black and white cookie, so that will have to be remedied.

William Greenberg Desserts
1100 Madison Avenue
New York, NY 10028-0327

Tags: ,

2 Comments to William Greenberg Desserts: UES Fanciness

Dana Weiss
October 7, 2010

This is the best blog EVER! I design and sell packaging (Shopping Bags, Pastry & Chocolate Boxes, Ribbons etc for bakeries & chocolatiers and I just wanted to tell you that your blogging is hysterical! One of them is about a very good client of mine for whom I make degradable plastic shopping bags, boxes & custom tins and it had me rolling laughing! Thanks for a great blog! Keep It Up! Dana

October 16, 2010

Thanks so much for the compliments! By the way, I’m extremely interested in degradable plastic shopping bags and other packaging. Whenever I see a lonely little slice of cake (that someone like me would inhale in about five minutes) sitting in a plastic clamshell, then stuck into a plastic bag with a plastic fork, it really saddens me. So keep up the good work! Do you have a website, by the way?

Leave a comment