Coast-to-Coast Chocolate Chips
Gen Y’s Betty Crocker invents a mix for everyone.
Sarah Jones Garibaldi is the Jones in Miss Jones Baking Company, which has a new sea salt chocolate-chip cookie mix out.
Photo by Lori Eanes
Everything started somewhere.
Even ubiquitous things that emerge from ovens and vending machines every hour in every corner of the world: Each was invented sometime by someone, somewhere, which you could pinpoint on a map.
Chocolate-chip cookies did not automatically self-generate from thin air. They’re the pride of Whitman, Mass., where Ruth Graves Wakefield created them in 1938 to serve at her restaurant, the Toll House Inn. She first called them Toll House Chocolate Crunch Cookies. Soldiers receiving them in care packages during WW II made them world-famous.
“As I grew older, I craved something that was a little more bakery-quality,” remembered Garibaldi, who two years ago, at age 30, launched the Emeryville-based Miss Jones Baking Company, aiming to create convenient baking mixes and frostings whose homemade taste and wholesome ingredients challenged those of major mainstream brands.
Right from the start, a certified-organic chocolate-chip cookie mix was a must.
But what makes a great chocolate-chip cookie?
“It should be super-chewy, with a little crunch on the bottom and edges,” said Garibaldi, a former Apple employee whom The Wall Street Journal promptly dubbed “the Gen Y Betty Crocker.”
Taste-testing many recipes, revisiting her long-beloved Nestle recipe, and especially enjoying a version published in The New York Times, she and her team created the sea salt chocolate chip-cookie mix.
“It tastes best when you top the cookies with a little bit of flaky sea salt,” advised Garibaldi, whose range of hydrogenated oil- and trans-fat-free products from organic and plant-based ingredients are now sold in more than 2,000 stores nationwide.
“I am generally too busy to bake from scratch anymore,” Garibaldi explained. “When I have people over for dinner, I’m able to sneak away during the party and whip up a batch of chocolate-chip cookies in about three minutes, and no one even notices that I’ve left the table.”
Miss Jones Baking, MissJones.co.
Published online on May 26, 2017 at 8:00 a.m.