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Avoiding a smash leads cupcake maker to big break

By Joyce Rosenberg
Published
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NEW YORK (AP) — How do you get a cupcake from New York to California without smashing it?

That was the problem Melissa Ben-Ishay faced when she launched her cupcake company, Baked by Melissa, with one Manhattan store in 2009. Ben-Ishay, who sells cupcakes that come in varieties such as Chocolate Candy Crunch and Tiramisu, wanted to quickly expand her business nationwide. Shipping to customers who order online was the way to reach that goal.

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