Art of Business: The Alternative Baker | General Food & Drink | Hudson Valley | Hudson Valley; Chronogram
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Art of Business: The Alternative Baker 

The Ovenmaster


Famed for his lemon velvet cakes and for creating delicious goodies without gluten, dairy, animal products, bleached flour or anything in the least prefabricated, Rosendale's Alternative Baker—aka Essell Hoenshell-Watson—found his niche in baking after a career in the art world and polished his skills at the Culinary Institute of America. In retrospect, he says, it's only natural. "I was a weird little kid, enthralled by chemistry. 'What's in that? Why does it do that?' I always loved to cook, but as a friend from the Culinary said, I'd rather smell like sugar and spices than cooking grease.

"Baking has even more of the chemistry aspect. And I knew if I baked I could execute a quality project, start to finish, solo, without relying on anyone—which is good because I'm a quirky fellow. I have very low tolerance for others' lack of commitment, and I'm still that weird kid. But why be normal?"

Speaking of Alternative Baker, Rosendale

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