His own company, Steven Smith Teamaker, sells small-batch teas in restaurants and stores like Williams-Sonoma, Zabar's and even Eddie Bauer.

WSJ: Steven Smith, Teamaker: The All-Star Alchemist of Top-Shelf Tea | Creating

"There's only one traditional whoopie pie, " stated Ms. Zabar, who grew up in New England, home of that All-American treat.

WSJ: A Zabar Does Cookies

Ms. Zabar tested all the recipes herself in her own kitchen, reducing what were often restaurant metrics to those for the home baker.

WSJ: A Zabar Does Cookies