Target to sell cupcakes by Richmond-based Rubicon Bakers

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Target stores to sell cupcakes from Richmond-based Rubicon Bakers
Target at 4500 Macdonald Ave. in Richmond.

Early this month, all 117 Target stores in Northern California will begin selling eight varieties of cupcakes, including three vegan options, made by Richmond’s social-mission company, Rubicon Bakers.

Based at 154 S. 23rd St., Rubicon Bakers employs, trains and supports people needing a second chance, including the formerly incarcerated, homeless and or recently recovered from substance abuse. Its mission is to turn their lives around with every cake, cupcake, cookie and muffin they make. The bakery also focuses on natural ingredients, steering clear from artificial flavors, colors and preservatives.

Their cupcakes will begin appearing on the store shelves of all 117 Target stores in Northern California early this month, according to a company statement, which lauded Target’s decision as a signal “that mainstream customers are ready for desserts that are not only delicious, but also baked by a social-mission company.”

Cupcake options include: Chocolate Cream, Carrot, Lemon, Red Velvet, Vanilla, Vegan Chocolate Blackout, Vegan Neapolitan and Vegan Vanilla.

“We’re thrilled to partner with Target to provide our line of delicious, hand-finished cupcakes to its customers,” Andrew Stoloff, Rubicon Bakers president, said in the statement. “Just like our everyday cupcake line, our vegan options are decadent, rich and ready to be enjoyed by all types of eaters.”

Rubicon Bakers was founded in 1993 and has since become a national brand, available in more than 2,500 stores nationwide.

It was a social enterprise by Rubicon Programs, the Richmond-based nonprofit dedicated to providing employment, housing, mental health, legal and other supportive services to Bay Area low-income individuals. The nonprofit operated the business for 16 years before selling it to a buyer on the condition that the new owner would maintain Rubicon’s social mission.

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