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July 15, 2022

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Have you ever thought of opening a business during a recession? How about during the pandemic? Well, this lionhearted momma just did that!

Filipino-American Mariel Black started her baking business, Sinful Treats, in June 2009, at the peak of the recession — everyone thought she was crazy to start a business at that time. She had only one product to sell, some unknown Filipino pastry called ‘Food for the Gods’. “No one knew what it was. I had to tell people, ‘it’s like a blondie with dates and walnuts’” she said. Starting out as an online bakery, she gave out samples to whoever was open to trying her product. People never heard of it, but once they tasted it, they loved it! 

Because everyone was hurting during the recession, she found that people were more inclined to help each other. Soon, a few coffee shops agreed to carry her products, and she also kept selling online.

“This photo marks the beginning of our Sinful Treats adventure. My boys have been involved since Day 1.” -Mariel

Her big break came in 2011 when the Railroad Museum in Old Sacramento ordered 19,800 Snickerdoodle cookies for their main holiday event, The Polar Express. A year before that, she took her 4-year-old son on the train ride, where they served cookies and hot cocoa just like in the movie, Polar Express. He took one bite of the cookie, then he told her that she should make the cookies. “Ah, the power of suggestion, from a 4-year-old!” Mariel exclaimed. 

She talked to the coordinators and gave them cookie samples and they loved them. The following year, they ordered 19,800 Snickerdoodles. “I said YES, even if at that time,” she said, “I had no kitchen and no employees to help me. I had a couple of months to figure out how to make it happen.”

She rented a kitchen in a restaurant at night and asked friends to help, “I had a crew of 5 people. Like little elves, we’d bake all night while the restaurant was closed.” They only had one oven with 2 racks, only able to bake 48 cookies every 12 minutes. The cookies were baked from scratch, scooped by hand, packaged individually, sealed with a heat sealer, and labeled — all 19,800 of them! 

“It was the most exhausting but exhilarating experience. It was then I knew that I loved the thrill and pain that came with being a business owner.” She’s been baking for the Railroad Museum since then.

“Ah, the power of suggestion, from a 4-year-old!”

-Mariel black

Sinful Treats grew to have its own retail location a few years later and became a full-service bakery and catering company. They created and launched their first baking mix in 2015 with their signature product, “the treat that started it all” — Food for the Gods Baking Mix.

The year 2020 would have been their 10th year baking for the museum, “but 2020 had a different plan for all of us” she said. All of their Fall and Holiday events have been canceled. “Being in the baking business, our fourth quarter is when we make the most. Suddenly, all of it was gone. Having survived and thrived during the recession, I can honestly say this year, this pandemic is a lot harder than the recession.”

But the lockdown didn’t stop Mariel to continue her passion, rather she pursued another idea – to have a one-stop shop for baked goods. “Recession, pandemic, lockdowns won’t stop me. There are always opportunities even in the worse scenarios.” 

In October 2020, she launched an online marketplace where local bakers can sell their products and grow their small businesses. Sinful Treats is now home to the best local brands. Mariel’s goal is to empower small business owners, especially women and minority-owned businesses. All Bakers and Food Makers who have something special and have unique products to offer are welcome to join, “The food industry is already very competitive, but we are stronger together. So my hope is that through this marketplace, we can all help each other grow.” They ship cakes, cookies, desserts, and gourmet food across the United States.

Sinful Treats’ Business Partners

“The food industry is already very competitive, but we are stronger together. So my hope is that through this marketplace, we can all help each other grow.”

-Mariel black

“Everything I have worked for seemed to be a stepping stone to what I’m doing now,” she said, “Having a brand that’s already established, a working website, products that have been tried and proven, years of networking and relationship building, all of this and more are now helping to make this new path easier to take and faster to grow.”

Mariel always gets a thrill watching businesses grow, she also shares over a decade of her experience and wisdom with new small business owners. “I love baking, but my real passion is business”. She guides her marketplace sellers with what they need; teaching them about branding, pricing, basic accounting, packaging, shipping, and even how to improve their products and come up with new ones.  

“I always tell my kids, when something bad happens, it’s usually a blessing in disguise,” she added, “True entrepreneurs find opportunity even in the worst scenarios.” 

Website: sinfultreats.net

Instagram: @sinfultreats

Facebook: Sinful Treats

Twitter: @SinfulTreats

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The company’s founder William Lim said that her wife was from a fishing family and his enthusiasm for fishing sparked his successful business – but his entrepreneurial journey wasn’t easy.

Be a risk-taker

He advised taking calculated risks and anticipating outcomes. “When we came up with advertisements, in three to six months, our sales started to improve slowly. You need to spend to build your brand name so people will have confidence in your product,” he told Esquire.

Good Brand Communication

By learning how to communicate effectively to store owners and consumers about your brand, you will be able to differentiate it from its competitors. “Because nobody knew our brand, supermarket owners did not want to accept our products to be on their shelves,” he told Esquire Magazine, he had to personally visit the stores to convince them for a chance to sell their product. 

Adapt to the times

Simply abandoning ineffective old methods, and always taking opportunities to improve.

Remain focused on your vision

Never forget what the goal was when starting and always remember what the company stands for. He added that when it comes to making decisions about the company, these guiding principles will serve as the primary motivation and compass. “If you keep changing your focus, you have less time to succeed. You have to put your heart and mind to your vision and never give up, no matter the odds,” he tells Philstar.

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Filipino-Chinese Lester Yu Of Fruitas Holdings Inc. Further Expands His 25+ Brand Portfolio

One of the leading groups in the food cart industry in the Philippines, Fruitas Holdings Inc., owned by Chinese-Filipino entrepreneur Lester Yu, has expanded its brand portfolio with the acquisition of Ling Nam, a 72-year-old establishment that operates three locations in Manila, Philippines. 

Fruitas’ wholly-owned subsidiary Soykingdom bought 100% of LN Banaue Inc. This firm operates Ling Nam restaurants such Peter K. Fung and Wanton Parlor.

Established in the 1950s, Ling Nam has long served authentic Cantonese noodles, congee, and dim sum. Beef Wanton Noodles, along with various other sizzling and mouth-watering dishes, can be found on the menus of restaurants in Manila’s Banawe and T. Alonzo districts in Quezon City.

Yu’s 25+ brand portfolio is one of the assets to be purchased as part of the acquisition. Soykingdom will pay 60% of the acquisition price when the deal closes. The remaining 40% will be paid till March 2023. The acquisition price is less than 10% of Fruitas’ March 31 assets and book value.

Fruitas had 720 stores across the country as of the end of December 2021, according to Bilyonaryo where they provided customers with fresh fruit shakes and juices, lemonade, coolers, milk tea, desserts, meat-filled pastries, soya-based products, baked goods, and lechon.

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Seattle’s Famous Canlis Restaurant named the First Female Executive Chef

Aisha Ibrahim has been announced as the new head chef of the famed restaurant Canlis in Seattle. She is the first female executive chef at Canlis and joins a long list of notable chefs who have worked at the restaurant over its seven decades.

The management at Canlis was looking for a chef who was interested in that way of thinking, someone who was interested in not simply putting his or her ego on a plate, but rather in actually trying to help inspire an entire industry.

Ibrahim was a sous chef at California’s three-star Manresa. She worked with chef Eneko Atxa at Aziamendi and Azurmendi, developing her culinary horizons.

The new head chef was drawn to Seattle’s wealth of locally sourced ingredients, according to the New York Times, her Canlis dishes would explore the region’s microclimates, traditional cuisine, and Asian influences.

Brian Canlis, a co-owner of the restaurant, considered Ibrahim’s test meal as the final step in the long process. “We set out to find a leader who could help rebuild a broken industry,” he tells Eater. Many kitchen cultures are toxic, he added. They want to continue creating a new norm for how individuals are regarded in kitchens and restaurants.

During the COVID-19 pandemic, Canlis, along with many other restaurants in the past year, experimented with a variety of different service formats. These formats included everything from parking lot yurts to drive-through burgers. 

The famed restaurant has informed that they will soon be opening a restaurant that will be distinct from the one that they previously operated but which they shut down a year ago. They have no interest in going in the other direction and would much rather proceed in the future path.

Canlis will be led by Ibrahim into the post-pandemic future, with the debut of her menu slated for July 2021.

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Darjeeling Express Chef Asma Khan’s New Cookbook Celebrates Women and Her Ammu (Mother)

Cookbook author, activist Indian chef Asma Khan is so much more than just being in the kitchen. 

In addition to owning London’s Darjeeling Express and hosting her own online cooking class, YesChef, she uses her platforms to advocate for world hunger, mentoring immigrant women, gender equality, and calling out toxic work cultures in kitchens.

With the release of ‘Ammu: Indian Home-Cooking to Nourish Your Soul’, The Bengali chef continues to redefine how women are portrayed at home and in restaurant kitchens, with a loving ode to her Ammu (or mother).

“Ammu [is] a tribute to these powerful women”, Asma tells Elle Canada, “the sharp things in our lives and the anchors that kept us going in difficult and stormy times. There [are] births, deaths [and] marriages in our culture; food is a very important element of that. That’s what this book really reflects.”

Ammu is filled with 100 dishes that will leave your mouth-watering recipes that have been carefully passed down from generation to generation.

Asma hopes the readers to try her chicken biryani, “Because I’ve worked so hard on getting the recipe right and I [know] people have recreated it” she tells Elle Canada.

According to The Guardian, Asma Khan’s biryani has the power to make you cry — not in the hyperbolic, internet vernacular sense, where food is considered “amazing”, “divine” or “to die for”

Asma also recommends trying out cooking any of the kababs, fish dopiyaza, and prawn malai.

“So much of our food is bastardized into [something that is] super spicy, oily, with cream and butter. If I put [that] much cream and butter in my shoe, it’ll taste nice! Our food is actually light and refreshing, but most people don’t associate those words with Indian food.” 

As the only female-founded, all-female kitchen cooking Indian food globally, she hopes that the next generation of women would surpass her, “That will be my greatest victory.”