Today we’d like to introduce you to Steve Eldridge.
Thanks for sharing your story with us Steve. So, let’s start at the beginning and we can move on from there.
My wife was diagnosed with Celiac Disease about 13 years ago. This is an autoimmune disease and there is no medication for it. If she eats anything with wheat, rye, barley or some certain types of oats, it damages her intestines. So, she needs to be gluten free. Back when she was diagnosed, there were not a lot of gluten free options on the market. It was not a popular diet trend. The items that were on the market tasted like cardboard. I have always been an avid baker so, I started modifying my recipes to make them gluten free. My goal was to make baked goods so good that nobody can tell if they are gluten free or not. When we would go out to dinner and it was time for dessert, her only options were Creme Brulee or fresh fruit. I’m sorry but if you are watching everyone else eat chocolate cake, I’m positive fresh fruit is not going to cut it. Over the years, I have perfected a wide range of baked goods from cookies, cakes and pies to cinnamon rolls and certain breads.
When you tell someone that a baked good is gluten free, they get a preconceived notion in their head that it will not taste good. I have been shattering that notion. I was selected to be on Food Network’s Christmas Cookie Challenge this past November. I was going up against some of the top bakers in the country and I was the only one who was going to do gluten free. It was a huge risk because I told the judges my cookies were gluten free and I know they were prepared for them to taste bad. Instead, they were shocked at how good they were. They even said they were the best gluten free cookies they have ever tasted.
As a result of their feedback, my business has picked up tremendously and I have had people from every state and other countries reaching out to me. My secret is that for our family, this is not a trend or a gimmick. It is a necessity.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
There are always struggle no matter what business you’re in. For me, the main struggle was fine tuning recipes so that my baked goods tasted better than baked goods containing gluten. When you bake gluten free things, just don’t react the same way, so it takes a lot of trial and error. The big obstacle today is meeting the growing demand for my baked goods. As a cottage bakery in Texas, I am not allowed to ship my baked goods. I receive a ton of letters from people across the country and even in other countries who saw me on Food Network and want to order items that I am not allowed to ship to them. I am trying to find a way to open a commercial kitchen so I can address the growing demand.
Alright – so let’s talk business. Tell us about ME’s Gluten Free Bake Shop – what should we know?
Everything I bake is gluten free. I have become very well known for cookies (decorated sugar cookies are the most popular) cakes, cupcakes and pies. These are things that a majority of the population takes for granted but if you are on a gluten free diet – finding these items is a challenge. Finding these items and having them taste delicious is an even larger challenge. I knew I was onto something when I made cookies for my daughter’s class one time and ever since then, they always request my cookies. Kids will always tell you the truth if something taste good or not. These kids did not need to be gluten free but they pick my baked goods over traditional baked goods which speaks volumes.
When I won over the judges on Food Network with my baked goods, it was a huge accomplishment. People often go on Food Network and try to make a gluten free baked good but you know by looking at it, that it is not going to taste good. I put my reputation on the line by going toe to toe with some of the best bakers in the country and I said, I will put my gluten free baked goods up against your traditional baked goods.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
My wife deserves the most credit. She has been with me every step of the way, as I perfect my recipes and she has had to taste them all – the good and the bad. We have a 13-year old son who bakes with me and our daughter is 14 and she is usually the one asking for cookies and baked goods to bring to her friends. Uno Immanivong, Chef and owner of Chino Chinatown in Trinity Groves has been a mentor as I navigate a growing food business. She was also featured on ABC’s The taste so she has been a great sounding board. Then, all our friends who have been so supportive as we grow our business and they spread the word about our baked goods.
Contact Info:
- Website: www.mesgfree.com
- Phone: 925-337-9779
- Email: mesgfree@yahoo.com
- Instagram: mes_gluten_free_bakery
- Facebook: https://m.facebook.com/MesGlutenFree/
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