Rochester baker’s new home based business taking off

Seto Selfmade Baked Goodies is step one towards that dream.

Abdulmuaty had initially deliberate to open a bakery storefront, however the pandemic compelled her to get inventive. She utilized for a cottage meals license on-line and commenced itemizing baked items on-line in December.

Enterprise is booming — pie, cake and cookie orders are streaming in, and she or he’s offered meals at Bleu Duck Kitchen’s markets within the spring.

Associated:Baker makes, sells Mediterranean treats from house, whereas cooking up a bakery

“I get the feedback from individuals I don’t know that they love the cooking and so they simply hope I’m very profitable,” she stated. “This doesn’t shock me, nevertheless it does please me. I wish to do extra, to please these individuals.”

Cooking and baking have been Abdulmuaty’s hobbies for a few years. Seto’s menu shows an array of cultures and private favorites — from Mediterranean cookies and Abdulmuaty’s “greatest on the town” baklava, to home made pies and citrus muffins.

Abdulmuaty, initially from Egypt, traveled abroad together with her husband earlier than transferring to Rochester to be close to her kids. Each place she’s lived, she diversified her slate of pastries, taste-testing and refining them till she has one thing “that individuals love” to jot down down in her recipe holder.

Dina Abo Sheasha, Abdulmuaty’s daughter and lead marketer, stated her follow originated within the Mediterranean, however “she likes to discover” and make native recipes her personal. Take Seto’s apple pie, for instance.

“She at all times likes to introduce worldwide cuisines,” Abo Sheasha stated. “When she got here right here, she requested me, ‘What’s an merchandise individuals like right here?’ I instructed her, ‘Mama, apple pie — individuals love apple pie right here.’ ”

Cue the montage of slicing apples and testing recipes — a little bit extra caramel right here, a little bit extra cinnamon there — and rolling out crusts till she discovered the proper mixture.

“She places it in her thoughts that it’s a problem, and she is going to make the most effective one,” Abo Sheasha stated. Relations within the Midwest taste-tested every of the choices till it was good.

The entire thought of the bakery goes again to Abdulmuaty’s mom, who used to assemble the complete household collectively for home-cooked meals. “Seto” means “grandmother” in Egypt, and was chosen as a tribute to her — the brand additionally options her face.

Greatest-sellers embrace that baklava, apple and cherry pies, chocolate chip-caramel cookies, and konafa, a stunning current hit with native consumers.

Sooner or later, Abdulmuaty hopes so as to add her “very well-known” éclair and syllabub to the record. For now, her license prohibits dairy-based desserts.

“I wish to please the individuals who style the meals and so they like it,” Abdulmuaty stated. “I wish to provide the factor I really like.”

Enterprise information

What: Seto bakery

Contact: 507-269-4322 or

On-line: or


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