How did you make Bake from Scratch different from the rest of the baking brands out there?
BH: I really tied it back to my years as a flight attendant, exploring the world. After traveling to so many places and cultures, you have to decide, “Am I going to dive straight in? Or am I going to stay and eat in my hotel room?” I think that traveling opened my eyes to engagement with culture, and a lot of times this happened through bakeries. So when I started working on Bake from Scratch as a concept, I knew it wasn’t going to be a baking publication that was all cupcakes and layer cakes from a box. I wanted a brand that represented multicultural flavors. To take it even further, a global baking community. I always wanted to bake something South African, French, Argentinian—something I was unfamiliar with. I knew if I was feeling this way, others must be in need of a publication like this as well.
The Bake from Scratch passion wasn’t understood at first. It’s not just baking. This is artisan baking. I call it “long form” baking. Some things should be quick and easy, we have recipes like that. But most require your time and energy—and the response to your food will be overwhelming.
When did you know you had a hit on your hands?
BH: I think we surprised ourselves that in the first issue there was an overwhelming positive response. But it was really the moment the second issue caught fire—that’s the test. Anything can work once but when you do it again and it grows even more popular then you know you’re on to something.
Favorite Birthday Cake?
BH: My Sister-in-law makes this incredible Peanut Butter Cake that she refuses to share the recipe to. But I can’t be stopped—so we decided to replicate it in the magazine. It’s in our Birthday Cake Blowout feature in March/April and it’s truly the most decadent peanut butter experience around.