We are Matt & Kate, a husband and wife team who make the perfect partners - Matt is excellent at creating food and Kate is brilliant at eating it!
We are creative and entrepreneurial foodies who work hard and love interacting with customers - we both enjoy nothing more than coming up with new flavours and ideas, and chatting with customers at markets and events.
Matt is a talented chef by background and has been running a very popular bakery in Hull called The Hull Pie for nearly 12 years specialising in multi award-winning meat, veggie, vegan and gluten free pies and s'rolls. Kate has been many things, among them a business owner, psychologist, teacher, and researcher, but she recently quit her job in academia to get creative with Whoopie!
It just so happened that Matt had been plotting his Whoopie business launch for quite some time, and Kate's availability, organisational skills and passion for all things cake left Matt in no doubt that if they launched the new business together, it would be much stronger. They work very well together, each complementing one another's skill set, and they knew it would be a lot of fun.
So, they wrote a business plan, and here they are!
Matt cut his teeth as a chef in restaurants, ski chalets and cafes in the UK, France and Canada, and after returning to the UK in 2010, he started the wheels in motion setting up his Hull-based bakery The Hull Pie (known locally as 'Pie') in 2011. His pies and sausage rolls are amongst the best in the country, as evidenced by Pie's many awards, accolades and loyal customers in the Humber region.
Matt first encountered Whoopie Pies during his time living in Canada, but was so busy with Pie that he couldn't seize the opportunity he believed them to be until recently. Standing on the shoulders of Pie, Matt spent many hours in the bakery experimenting with Whoopie recipes and flavours, until he arrived at a texture, size and style that he knew was special. The result is a genuinely delicious, squidgy, moist sponge and a range of mouthwatering fillings and flavours to suit every taste, all of which are vegetarian. He has also spent many hours developing the best possible vegan/dairy free and gluten free Whoopies.
Matt and Kate love to keep their Whoopies, work, and lifestyle fun, but they are serious about creating incredible cakes. Working together, they've developed a stunning range of Whoopies, and the proof is in the pudding; they're selling out at markets all over Yorkshire. Customers love how gorgeous they look - but they taste even better!
They've created a range of yummy flavours featuring classic favourites and more unique options, as well as vegan and free from options. They also offer regular specials and limited editions such as Chocolate Orange, Lindor and Apple Crumble & Custard, so make sure you've joined Whoopie Club to be in-the-know and receive special offers when a new flavour is released!
Matt and Kate spent considerable time reflecting on their learnings from past endeavours and how they want this new business to be. Their four core values lie at the heart of everything they do and every decision they make as they grow their business.
We strive to create beautiful and delicious products
Producing Whoopies with the Wow Factor - Using high-quality ingredients and materials - Prioritising taste, texture and visual appeal - Striving to put the best of ourselves into everything we do
We act with ethics and integrity
Sourcing responsibly and sustainably - Being mindful of our impact on the environment and communities we operate in - Being honest and committed to doing what we say we will do - Taking care of each other so we can thrive
We are determined to deliver exceptional service
Genuinely caring about our customers’ experience - Getting to know our customers and delivering a personalised service - Making it as easy as pie to order with us - Building trust in and loyalty to our brand
We want to stay excited, creative and inspired
Infusing our work, interactions and products with energy and passion - Keeping our offer fresh, fun and relevant - Bringing together brilliant people to deliver for our customers - Facing down challenges together with strength and enthusiasm
Jess started with Pie helping out with events on a casual basis, but was stolen for Whoopie as soon as they realised what a keeper she is! A quick-thinker with fantastic work ethic, she's keen to get stuck in with whatever needs doing, and excited to learn new things as the business grows.
Stephen works for The Hull Pie, but it's only because of Stephen's hard work that Matt is available to make Whoopie Pies. It all happens in the same bakery, so we're all part of the same team. Stephen is hard working, loyal, and has a brilliantly dry sense of humour, but occasionally questionable music taste. He's also a dab hand at making pies!
Libby is Whoopie's Digital Marketing Apprentice, but is demonstrating her adaptability by supporting the business wherever it is needed at the moment. Libby has been cutting her teeth on the market stall, as well as starting to get involved in marketing activities and training in the Bakery to support Matt with production.
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We loved our Black Forest! Had to split it four ways though – will definitely return, alone!!!
HelenThe Salted Caramel and Cookie Dough was incredible! Thanks!
NickiSomething completely different, a real treat. The Strawberry Cheesecake was my favourite!
Richeatshull on InstagramThe cake was amazing! Best cake I have ever tasted. So filling I saved half of it!
SueFollow us @thewhoopiebakery for all the goings at HQ, new product launches and behind the scenes action.
