Vision
‘When it comes to food, I want to see a world where more people value quality over quantity and scrutinize where their food comes from, what it contains and how it has been produced.
I believe this would result in a cultural change that would improve our health and that of the planet.’
Mission
‘To use my knowledge and experience to show how everyone can make outstanding cakes from great natural produce.
I want people to discover how good cake can be and for them to enjoy a remarkable eating experience.’
Values
The quality of the ingredients you use directly affects the quality of the cake you make. For me, good quality means ingredients that deliver on flavour, are natural and have been produced in an environmentally responsible way.
Too many harmful practices have become the accepted normality in so much of modern food production. In my view there is not enough focus on the use of quality ingredients in the cake and dessert world; there is still widespread reliance on artificial colours and flavours as well as ingredients that have been produced using practices that are damaging to the environment and our health.
I want to change how cake is done. I bake from scratch using organic or pesticide free ingredients, flour that has been grown regeneratively, grass fed dairy, organic free range eggs and I avoid any ultra processed foods.
Quality Ingredients
Making cakes is a technical process. The right methods matter. For example, simple tips on beating speeds and times for batters dramatically affect the outcome of sponges. This is why it so important to keep learning. Even after having baked cakes for more than 20 years, been professionally trained as a pastry chef at one of the world’s best culinary schools and worked in professional kitchens, I still invest in developing my knowledge. Processes evolve and there is always more to learn. Knowing the right methods not only makes you more efficient and your cakes more consistent, but they also make a huge difference to how your cakes look, taste, their texture and shelf life.
Technique
Yes it’s great for cakes to look good and I always want to achieve this. But cakes also have to taste good! Creating a cake with a balance of real flavours that tastes delicious is the most important feature that I want to achieve as a cake maker.
Too often cakes are overly sweet or just do not taste of their component ingredients. Too much sugar across the elements, poor quality ingredients and poor technique are the primary culprits. This is why it is so important to use good quality ingredients and the correct techniques. If you apply the right methods to good quality ingredients, flavour will follow.
Flavour!
Building long-term relationships with enthusiasts, professionals, producers and suppliers is important to me. I am not here to work with people for the short term - nobody wins from this. Whether you follow my journey on social media, use one of my recipes or eat one of my cakes, I want to build relationships for the long term. I want home enthusiasts and cake businesses, as well as suppliers and producers, to engage with me, comment on what I do, provide me with feedback and enjoy what I do for the long term. And most importantly, food is at its best when it is shared with others– I want you to enjoy making my recipes and also to enjoy sharing them with your customers, friends and family!
Build Relationships
Many of the food issues I discuss can be serious but in essence food should be fun! I have already said that food is at its best when it is shared with others. I am something of a perfectionist and I am passionate about achieving high standards, but I also want to enjoy it! There have been times, particularly when we ran the patisserie, that it was easy to lose sight of this. I love sharing my knowledge and the best way for people to learn is when they are enjoying themselves. Life is too short to be too serious, so let’s get better at cake with a laugh and smile!