Every great recipe starts with love — and ours started with family.
Ube Overload was born from a shared dream between Joey and Wayde: to bring the vibrant, earthy sweetness of ube to our community and beyond. What began as a passion for Filipino flavors in our home kitchen has grown into something we're incredibly proud of — a dessert brand built on culture, craft, and community.
Where It All Began
Joey is a self-taught baker who fell in love with the art of creating handcrafted treats from scratch. There's something deeply satisfying about working with your hands, experimenting with flavors, and watching people's faces light up when they take that first bite. Ube — the vibrant purple sweet potato that's been a staple of Filipino cuisine for generations — became the heart of everything we do.
Together with Wayde, we built Ube Overload from the ground up. And our daughters, Jayde and Jaelyn, have been right there with us every step of the way — our biggest cheerleaders and our greatest inspiration.
Why Ube?
Ube is more than just an ingredient. It's a connection to Filipino heritage, a symbol of celebration, and a flavor that's unlike anything else in the world. Its naturally vivid purple hue, subtly sweet and nutty taste, and incredible versatility make it perfect for everything from classic Filipino desserts to modern baked goods.
When we bake with ube, we're not just making food — we're honoring a culture and sharing a piece of our family's story with every bite.
Handcrafted with Heart
Everything we make at Ube Overload is handcrafted. That means no shortcuts, no mass production — just real ingredients, real care, and real flavor. From our ube breads and cakes to our signature desserts, each item is made with the same love and attention we'd put into something made for our own family table.
Being WSDA licensed means we hold ourselves to the highest standards of food safety and quality — because you deserve nothing less.
A Community Built Around Flavor
One of the most beautiful things about this journey has been the community that's grown around Ube Overload. Seeing customers — many of them Filipino Americans who grew up eating ube — light up with nostalgia and joy means everything to us. And for those discovering ube for the first time, we love being the ones to introduce them to this incredible flavor.
Food has a unique power to bring people together, bridge cultures, and spark conversations. That's exactly what we hope Ube Overload does — one purple treat at a time.
What's Next
We're just getting started. As we continue to grow, we remain committed to what got us here: family, flavor, and community. We'll keep experimenting, keep baking, and keep sharing the magic of ube with as many people as possible.
Thank you for being part of our story. Whether you've been with us from the beginning or you're just discovering us now — welcome to the Ube Overload family. 💜
— Wayde, Joey, Jayde & Jaelyn