After the war in Ukraine began, Sasha Zabelin, a tech professional and Odessa native, sought ways to help a Ukrainian refugee in the Bay Area. Realizing the woman lacked job opportunities without English proficiency, he discovered her baking skills. In February 2023, Zabelin founded Outbaking, focusing on rugelach, a traditional Eastern European pastry. Selling began in July 2023, utilizing family recipes and involving women who are not professional bakers, thus creating a supportive environment for refugees to earn income.
I realized that without speaking English or Spanish, there was little she could do here. At some point, he asked if she could bake. When she responded, of course I can, adding, every girl in Ukraine can, it was Zabelin's lightbulb moment.
I immediately realized that's what we can do. In February 2023, he began Outbaking, a small company specializing in rugelach, a rolled, filled pastry originating in Jewish communities of Eastern Europe.
Zabelin has spent his career in tech; he considers the bakery his latest startup. He spoke to me in the business's rented Berkeley kitchen, while several women rolled and filled long logs of dough.
Rugelach is made from laminated dough, with a filling of apricot or strawberry jam, poppy seeds, and/or nuts and sometimes chocolate. They've also added some less traditional seasonal fillings, like red currant and cranberry.
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