Sister Schubert’s homemade rolls ‘unwrapped’ on TV

Published Friday, March 19, 2010

Two million rolls come out of the ovens at Sister Schubert’s Homemade Rolls in Luverne every workday. On Monday night, March 22, folks all across the country will be able to see how the rolls are made and hear the story behind the country’s best-selling brand of frozen dinner rolls.

Sister Schubert’s Homemade Rolls will be featured on the “Feel Good Foods” episode of “Unwrapped”,” the popular Food Network Show at 8 p.m. on Monday.

The filming was done at the company’s main bakery in Luverne and will include interviews with Patricia “Sister Schubert” Barnes, founder and Troy native, and those who put the rolls in the pans that go on thousands of dinner tables every day of the year.

The episode will show how the company brings the homemade taste of yeast rolls to families across the country.

“This is so exciting for all of us at Sister Schubert’s Homemade Rolls,” said Barnes. “‘Unwrapped’ is a very popular food show that talks about ‘how did it get on my plate.’ The show will give us national exposure and it will air several times.”

Several employees at the Luverne site were interviewed for the episode.

“Carolyn Townsend has worked for me for years and she is one of those interviewed for the show,” Barnes said. “We had a wonderful time taping the show and are excited that Sister Schubert’s Homemade Rolls was selected to be ‘Unwrapped.’”

Today, Sister Schubert’s produces 15 varieties of rolls at three bakeries, at the company headquarters in Luverne, Saraland and Horse Cave, Kentucky. Together, the three bakeries bake six million rolls a day.

“We bake dinner rolls, sweet rolls and Parker Houses rolls,” Barnes said. “As far as sweet rolls, our cinnamon and blueberry cheese are the top sellers, but our Parker House rolls are the top seller.”

Sister Schubert’s Homemade Rolls started simply in the kitchen of “Sister’s” grandmother, Leona Henderson “Gommey” Wood of Troy.

“Gommey taught me to bake her wonderful Parker House-style rolls as a young girl,” Barnes said.

“The first time I made the rolls was for family and friends at Thanksgiving. I was nervous because the technique of making yeast rolls was new to me. But the rolls came out of the oven golden and light with an aroma that called everyone to the table.”

Today, “Gommey’s” rolls are still calling people to the table.

Those who tune in to ‘Unwrapped,” will see how Sister Schubert’s homemade rolls maintain a pure and simple homemade taste.

“Just as my grandmother did, we insist on using quality ingredients like fresh milk, eggs and butter,” Barnes said.

“And viewers will see how we still place every single roll in the pan by hand.”

Karen Bailey, senior brand manager for Sister Schubert’s Homemade Rolls, said the demand for the homemade taste and convenience of Sister Schubert’s rolls, which go from freezer to table in minutes, continues to grow.

“Sister Schubert’s Parker House-style yeast rolls continue to be the best-selling frozen dinner rolls, according to data from Information Research Incorporated,” Bailey said.

And, the rolls will be “Unwrapped” for the public on Monday.

“We are excited to be featured on this popular food show and very appreciative of the opportunity,” Barnes said.

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