I have a crusade against fondant, also shortening. There’s no reason why wedding cakes can’t taste good if you know what you’re doing.

Ben-Israel frames himself as a reformer within the wedding-cake world, pushing back against industry shortcuts that prioritize appearance and structural convenience over flavor. By singling out fondant and shortening—ingredients often associated with shelf-stability, ease of handling, and a certain “perfect” finish—he implies that technical skill can achieve beauty without sacrificing taste. The line also asserts professional pride: a truly accomplished baker should be able to deliver both design and deliciousness, and the expectation that wedding cakes are merely decorative is, in his view, an avoidable compromise.