Sarah Phillips has been a leader in the food business for 30 years. She is a well-known cookbook author, expert baker, and CEO and founder of Crafty Baking. She has worked with many major food companies including Kraft Foods, McCormick Spices, and Wilton Industries to help develop commercial and/or consumer recipes. She has also been praised for being one of the first people to use Instagram for business by captivating people with her Instagram profile @food. She now advises many food brands on social media and advertising projects.
Tell me a little about how you became passionate about food?
I’ve been passionate about food for as long as I can remember. In kindergarten, during the time when one could walk themselves to school in the late 1950’s, I used to hang around the supermarket, staring at all of the food, and learn about the new marketing campaigns for food companies just emerging from Madison Avenue. My mother was a great cook and baker, and we always had, what I learned later, was a biodynamic herb and vegetable garden, with fruit trees we planted. Of course, we had edible flowers way back in the early 1960s. I grew up in Los Angeles, and fresh farm-to-market food was everywhere we looked – my mother sought out freshly grown strawberries, oranges, and the bounty that Southern California fields had to offer at the time.
What would you say is your favorite kind of food to make or eat?
I happen to love Mediterranean food, always have – always will. Fresh fruits and vegetables always have my name on them.
I used to hang around the supermarket, staring at all of the food, and learn about the new marketing campaigns for food companies just emerging from Madison Avenue.
What has enabled you to find success?
My passion for food, my drive and focus. Multi-tasking is important, but taking baby steps is also important.
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Describe your three favorite recipes – do you have any go-to ingredients?
For sweet recipes, I have created a lot for my website CraftyBaking, cookbooks, and for clients. I love cakes – moist ones that are not necessarily light and fluffy. I like the denser and moist kind. I love fresh fruit. I love to bake with applesauce, fruit purees, fresh fruit, and fresh and dried herbs for savory.
What do you find new and exciting about the food industry?
The new food entrepreneurs!
In your opinion, what makes for a great dining experience?
A relaxed atmosphere, lots of food, wine and flowers. A dining experience doesn’t have to be fancy; rather I prefer fresh food, and nothing fancy.
How do you hope to inspire people?
I hope to inspire people to follow their dreams!
