Cookie Talk

This year's line up of cookie pros tackling important topics in the industry! We are so incredibly honoured to have these amazing women speak at CookieFest this year!

Cookies on Camera: Using Social Media to Turn your Bakes into a Brand

Learn how to turn your cookie passion into a powerful online presence in Cookies on Camera: Using Social Media to Turn Your Bakes into a Brand. In this session, I’ll share practical tools, content ideas, and personal insights from my journey growing a cookie business through strategic, story-driven social media.


This presentation will be led by Maddie Gartmann. Maddie is the cookie artist and content creator behind Garty Goodies, where she combines charming cookie designs with story-driven social media content. A former English teacher turned full-time decorator, Maddie has built a loyal community of over one million followers across all social media platforms by sharing her creative process, cookie tutorials, and relatable moments from her home kitchen. Her work blends artistic flair with thoughtful strategy, helping inspire and educate bakers and creators alike.

Learn more about Maddie

Markets & Pop Ups 101 

Have you ever dreamed of taking your cookie business beyond the kitchen to sell at a market or pop-up? Or maybe you're ready to elevate your booth and stand out in a crowd? In this class, we’ll walk through everything you need to know to confidently step into your next market season, from planning and setup to selling strategies and smart marketing tips. Whether it’s your first market or your fifth, you’ll walk away with fresh ideas, practical tools, and the confidence to make your booth shine (and sell!).


This lecture will be led by Annissa Neufeld. Annissa is a full-time cookie artist from Saskatchewan and the owner of Sweet Wheat Bakeshop. A two-time Food Network winner, CookieCon instructor, and Sugar Show judge, she's known for her charming cookie designs and warm, encouraging teaching style. Through her in-person workshops and online courses, Annissa helps bakers grow their skills, confidence, and businesses. Whether she’s teaching icing techniques or sharing marketing tips, she loves connecting with the cookie community and cheering on fellow creatives.

learn more about Annissa

From Kitchen Table to Premium Brand: The Branding Secrets That Sell

Your brand is the experience your customers remember. It's what they see, feel, and take away from every interaction, right down to how your treats are presented and remembered. In this session, Karen Gordon will show you how to craft a strong, memorable brand that helps you attract the right clients and confidently raise your prices. You’ll learn practical strategies for creating consistency across your messaging, presentation, and yes, packaging, so your business feels polished, professional, and worth every penny.


This presentation will be held by Karen Gordon . Karen is the founder of Karentology, a Canadian-based business known for premium, specialty packaging for cookie and treat makers. With a degree in marketing and a background in business, Karen is an expert in branding and presentation — helping bakers showcase their treats like the showstoppers they are. Her signature house-shaped cookie packaging and macaron boxes help bakers attract the right clients and charge what they're worth. Her packaging is now loved by bakers across Canada, the U.S., Mexico, Europe, Asia, and Australia.

Learn more about Karen

Mastering Marketing for Cookie Creators

Whether you're just starting out or ready to level up your cookie biz, this session will give you the tools to turn your Instagram feed into a powerful marketing engine, with bonus tips to make sure your brand is memorable: Build a brand that goes beyond pretty cookies Create scroll-stopping content (without burning out)

Use Instagram to actually sell your products

Understand what’s working and where to focus

Stand out in a crowded feed with strategy and heart

Expect simple strategies you can apply right away!

This lecture will be led by Toni Stratis. Toni is a full-stack marketer, entrepreneur, and founder of Purple Canvas, a bold, strategy-first marketing studio helping brands grow with clarity and creativity. She’s also a passionate cookie creator who knows firsthand how to turn royal icing, storytelling, and Instagram into a thriving business.

Learn more about Toni

LiSA HE, Closing speaker

Lisa He is the founder and CEO of Borderlands Bakery and My Custom Bakes, but more than that, she’s a creator, mentor, and advocate for passionate bakers and small businesses around the world. Her journey—from a first-generation immigrant whose family used the oven for storage rather than baking, to a biotech professional, and ultimately, to a full-time entrepreneur—is a testament to the power of passion, perseverance, and community.

Baking wasn’t just a hobby for Lisa; it was a source of stress relief, creativity, and connection. While pursuing her engineering degree and later working in biotech, she discovered the joy of cookie decorating and began sharing her journey on social media. What started as a small, organic following soon grew into a thriving online community, leading to opportunities on Netflix’s Sugar Rush, Food Network’s Christmas Cookie Challenge, and features in numerous publications.

In 2020, Lisa took a leap of faith, leaving behind her biotech career to dedicate herself fully to Borderlands Bakery. Today, the business is more than just a place for baking-related products and education—it’s a vehicle for values: work hard, find fulfillment, and experience joy, all within an inclusive and diverse community. Through digital courses, a blog, YouTube content, and hands-on mentorship, Lisa and her team provide resources that empower bakers of all skill levels.

Lisa’s commitment to positive change extends beyond baking. Borderlands Bakery actively gives back by offering free mentorship for small businesses, donating to organizations that support inclusivity and diversity, and using its platform to amplify underrepresented voices. In 2021, Lisa and her team launched a self-funded e-commerce platform,  My Custom Bakes, a purpose-built software that helps cottage bakers streamline their orders and business operations, allowing them to spend less time on admin work and more time doing what they love.

Recently, Lisa added another chapter to her story with the release of her first cookbook, Matcha Meets Macaron (Sept. 2024). This book is a love letter to her roots and community, blending a passion for baking with little tidbits about life and business.

Through it all, Lisa remains dedicated to helping others find fulfillment in their craft, just as she did. Whether through a beautifully decorated cookie, a thoughtfully designed software tool, or a heartfelt mentorship session, her mission remains the same: to build a world where creativity, passion, and kindness thrive—one maker at a time.

learn more about borderlands bakery