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Conversations with Jasmine Ferrell

Today we’d like to introduce you to Jasmine Ferrell.

Hi Jasmine, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I have always loved to cook, thanks to my grandmother. Growing up, she would have me in the kitchen most days, helping her mix up meals, so I owe most of my cooking expertise to her. As a fitness enthusiast, I’ve spent quite a bit of time meal prepping for myself and a few friends after they would see some of my creations on Instagram. I eventually wanted to expand to desserts and the more time I spent coming up with new creations, the more I wanted to leave food prep behind and fully switch to sweets. That’s when I got the idea to start a bakery.

Baking at first was a little tricky. I spent so much time trying to perfect the most ideal recipes, choosing each ingredient and amount carefully. There’s a bit of trial and error that goes into alternative baking methods and substituting more traditional ingredients for plant-based ones. I decided to offer vegan desserts because I wanted any person of any diet to not only taste one of our desserts and enjoy them but also not be able to detect that they are vegan.

I specialize in creative cookies and seasonal desserts, using fresh produce and ingredients in their peak seasons to maximize on quality. You’ll also notice that The Wild Flour proclaims itself as an environmentally friendly bakery and a supporter of local businesses. During my undergrad years in college, I studied Wildlife and Fisheries Sciences, with an emphasis in Wildlife Ecology. As someone who’s always been concerned with the well-being of our planet, I knew if I was going to start a food establishment, I would need to carefully curate each product and package it in a way that would have less of a negative environmental impact. That is why I use organic and locally sourced ingredients as much as possible. Not only this, but packaging was selected so that all materials used, down to the string we use to tie a bow around our pies, are biodegradable, recyclable, compostable, or made from recycled materials.

Although The Wild Flour is a small business now, I hope to grow to a full-scale bakery and cafe in the future. I have plans to offer small meals with a rotating, seasonal menu in a building that is a beacon for sustainable efforts in our community. For now, you’ll be seeing myself and team of family and friends popping up around the metroplex, spreading the joy of our delicious desserts and offering a plant-based spin on some of your favorite, classic treats!

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
As a baker, you’re constantly working to create the best-tasting recipes, then throw in the challenge of being vegan and you’re really forced to think outside of the box. Overall, however, the most challenging part of this journey for me has been reaching outside my comfort zone and marketing myself and my business to customers. Starting a bakery business in the middle of a pandemic was no easy task, but so far, I’ve felt as if I have been pretty successful in reaching a good customer base.

Can you tell our readers more about what you do and what you think sets you apart from others?
I currently work in Floodplain Management. I’ve been in this field for about two years now, after previously working for two local animal shelters. I’m known in my group as being an animal lover and environmentalist, carrying the message of caring for and respecting our planet from my full-time day job to my bakery business.

Do you have any advice for those looking to network or find a mentor?
I don’t currently have a mentor, though I gather advice and gain insight from various people. Networking is one of the most important tools, which goes back to reaching outside my comfort zone and creating those connections with like-minded individuals and businesses. I’ve found that just reaching out and being genuine with other business owners has been super helpful. I’ve met so many wonderful and supportive people, individuals that were once strangers, and I feel like that’s pretty magical.

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