Carol Becker is the President of William Greenberg Desserts. I heard about William Greenberg Desserts through the owner of The Lowell Hotel and Carol is the president of bakery that has several locations across NY and also delivers. William Greenberg is an institution of the Upper East Side and New York in the bakery department! They are best known for their Black and White Cookies but it is also a place many have grown up knowing in the City as go-to for special occasions.
How did you get involved with the business?
I always loved baking. I was involved with caterers and restaurants most of my career as I was involved in the liquor industry. I have known William Greenberg all my life. When the opportunity to buy the business came up, I wanted to be involved and took it!
How would you describe William Greenberg?
We have remained true to who we are as a business. We supply cookies to weddings, cakes for special occasions and everything in between. We ensure we produce small batches so everything remains fresh. We are still known for our Black and White cookie which is known as the true New York Cookie. They are the best in the city. We are also known for our Challah Bread.
What do you love most about New York?
I love so much about the city. Central Park to Downtown and SoHo. The boutiques in SoHo are my go-to for shopping. I love Balthazar. I grew up on the Upper East Side of New York, which is very family-oriented. There are some amazing hotels like The Mark and The Lowell Hotel in our neighborhood.
What does a regular day for you look like?
I wake up at 5 in the morning, I’ll go to the gym and my first coffee is a regular black coffee with almond milk. I’ll then stop by our Plaza Food Hall bakery to see how things are going there and then head to Madison Avenue. I’ll visit our latest outlet at Hudson Yards 1-2 times a week which is a main focus for us and I encourage everyone to pay a visit to the new Hudson Yards development.
I am currently working on my new book, which has given me the opportunity to share something.
What do you do in your free time?
Whatever time I have I spend it with my daughters, going to the theatre and I am also a massive New York sports fan!
Your advice to those starting a new business?
Follow your passion, have a business plan and don’t give up!