What’s your “elevator pitch”?
Hi, I’m Adrienne-Joy Jataas, co-founder of UBAE—short for “Ube Before Anything Else.” We’re a Hawai‘i-based dessert company inspired by Filipino flavors, with a spotlight on ube, the vibrant purple yam that’s taken the culinary world by storm. What started as a home kitchen passion project has grown into a thriving brand known for our signature cheesecakes, cookies, dairy-free soft serve, and seasonal treats. At UBAE, we’re not just selling desserts—we’re sharing culture, family tradition, and a fresh take on island-inspired sweets.
What inspired you to pursue the path you’re on today?
My husband, Jeremy, plays a huge role. Although he’s behind the scenes, he’s a pretty significant driving force behind the success of our business. I wouldn’t be able to take credit without mentioning his role in leadership and risk-taking from day one. Growing up, I’ve also watched my parents build and run their own business with resilience, heart, and an unwavering work ethic—values that shaped my own journey. Their example showed me what it meant to create something meaningful from the ground up. Today, Jeremy and I carry that same spirit forward not just for ourselves, but for our three children. They are a constant reminder of why we push boundaries, embrace challenges, and build a legacy they can be proud of.
What’s your go-to local coffee or smoothie order?
There are so many great local coffee shops around the island, we love it! But, “The King” from Ali‘i Coffee has been a long-time favorite for us. Pair that with their tuna melt or croissant-wich, and you’re good to go!
What advice would you give to someone just starting out in your industry?
Start small and stay consistent. Consistency is key! Don’t be afraid to evolve. It can get uncomfortable, but the fun part is stepping out of your comfort zone to seek growth. In the food industry, your product is important, but your ability to adapt and build genuine connections with the community is what creates lasting success. Stay true to yourself and why you started in the first place, and let that guide you through the inevitable highs and lows.
What legacy do you hope to build as a young professional?
As a young professional, I hope to build a legacy rooted in passion, purpose, and cultural pride. I want to show it’s possible to chase your dreams while honoring where you come from and that success isn’t just measured in numbers, but through impact. Through UBAE, I aim to inspire the next generation—especially my children—to believe in their ideas, lead with heart, and create businesses that bring people together through shared experiences and meaningful stories.
