Filipino shortbread, reimagined: A new AAPI-owned dessert brand brings handcrafted nostalgia to the national stage
Union, NJ – Toasty Polvo, a small-batch dessert brand reimagining Filipino polvoron for modern taste, will make its debut at the 2025 Summer Fancy Food Show in New York City from June 29 to July 1. Exhibiting as part of Hudson Kitchen’s Incubator Row in the Debut District, Toasty Polvo will showcase its signature Brown Butter Polvoron—a rich, crumbly shortbread rooted in Filipino tradition and handcrafted in New Jersey.
Polvoron is a beloved Filipino treat traditionally made with toasted flour, powdered milk, sugar, and butter, often shared during celebrations or gifted to loved ones. Toasty Polvo’s version is made fresh, using premium ingredients and a slow-toasted process that deepens its nutty, buttery flavor.
A Founder’s Pivot to Purpose—and Polvoron
Maria Javier, a seasoned public sector leader turned first-time CPG entrepreneur, founded Toasty Polvo in late 2024 after 15 years in politics and local government. She is a graduate of the French Culinary Institute’s Restaurant Management and Cake Techniques & Design programs, credentials she earned while working full-time at New York City Hall in 2012. In spring 2025, Javier joined Hudson Kitchen’s Business Bootcamp, where she gained the tools and mentorship to bring Toasty Polvo to market.
“After more than a decade in mission-driven public service, I felt called to build something joyful and lasting,” Javier shared. “Polvoron was always a source of comfort growing up, and returning to it during a season of uncertainty felt like coming home. What I didn’t know then was that my grandmother, Lola Tinay, used to make polvoron for our family in the Philippines. This journey into food is more than a business—it’s a continuation of her story and a new chapter in mine.”
Building Momentum + Seeking Partnerships
Toasty Polvo is already gaining traction, with its Brown Butter Polvoron now on the shelf at Maplewood Wheelhouse, available for direct-to-consumer orders, and listed as a vendor on Zola for weddings and events. The brand will also join the Montclair Flea Market starting July 2025.
“We love finding local collaborations, and we’re eager to make even more connections at the Summer Fancy Food Show this year—with specialty retailers, distributors, corporate snack programs, and collaborators who want to help bring polvoron to more people.”
Find Toasty Polvo at Booth RP241B at the Summer Fancy Food Show.
About Toasty Polvo
Toasty Polvo reimagines and elevates Filipino polvoron—a crumbly shortbread rooted in tradition and handcrafted for modern celebrations. Based in Union, NJ, and proudly AAPI- and woman-owned, the brand is building a joyful future one bite at a time.
ˆMedia Contact: Maria Javier | info@toastypolvo.com
www.toastypolvo.com
@toastypolvo on Instagram
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