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Bring the butter, eggs, sour cream, and milk to room temperature.
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Position oven rack in center of oven and preheat oven to 350°F.
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Line 9”x9” square pan with parchment paper and spray lightly with cooking spray.
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Whisk dry ingredients together in bowl and set aside.
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Chop rhubarb into ¼” - 1/3” pieces.
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In bowl of stand mixer fitted with paddle attachment, beat softened butter at medium-high speed until creamy then gradually add the sugars and beat, at medium speed, until well blended, about 1 – 2 minutes, stopping to scrape sides of bowl with a silicone spatula as and if necessary. Add the eggs, one at a time, beating well after each addition. Beat in the sour cream, vanilla, and orange rind until blended into batter. Scrape down sides of bowl if necessary.
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On low speed, add the dry ingredients to the batter in three additions alternately with the milk, starting and ending with the dry ingredients. Once the dry ingredients have been incorporated, beat batter on medium low for an additional 20 seconds, no more.
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Transfer half the batter to the prepared pan and smooth with knife or offset spatula. Sprinkle rhubarb over batter then dollop remaining batter on top of rhubarb and gently smooth batter evenly with a knife or offset spatula.
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Sprinkle streusel mixture evenly on top of batter and transfer cake to oven. Bake for approximately 50-54 minutes, or until cake tester inserted into center of cake comes out clean and center of cake is no longer jiggly when pan is gently moved.
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Let cake cool in pan on wire rack for about 35-40 minutes before cutting and serving. Cut into desired size serving pieces. Cake may be served warm or at room temperature.