In the past decade social media has grown into a formidable business tool, helping businesses not just grow their consumer base but also allowing business owners interact directly with their customers.

When it comes to the baking industry, this takes on another dimension. The industry lends itself perfectly to the visual aspect of social media and provides bakers, patissiers and chocolatiers with an easy avenue through which to share their work. But where do you start with social media?

Baking Business caught up with former Dröm executive pastry chef and current Creative Ingredients ambassador Paul Kennedy to hear about his experience with social media ahead of his appearance at Fine Food Australia in September. At the tradeshow Paul will be taking to the Artisanal Bakehouse Stage to speak on ROI (Return on Indulgence): Turning Croissants into Premium Profits.

Paul’s 40-year career has taken him around the world, from hotels and patisseries to renowned chocolateries—culminating in a 15-year role as Executive Pastry Chef & Head Educator at Savour Chocolate & Patisserie School. Known for his mastery of chocolate, viennoiserie, pastry, and gelato, Paul has taught thousands and mentored hundreds throughout his career. He now brings that same depth of knowledge to Creative Ingredients, supporting companies with premium products and real-world expertise

Thanks for speaking with us. Can you tell us about yourself and your career?

I started working in a small bakery in Ireland when I was 17 – I was just gone through school – and I had seven guys there that looked after me and I found a home outside a home. I still remember every one of them. I kind of fell into it, you know? And I’m still here. I’m still doing it.

How were those early days of your apprenticeship?

My earlier years were terrible. This was in Ireland in the early ’80s and apprentices were treated really bad. It was a difficult process. But I came out to Australia in 1991 and moved around a little bit. I couldn’t find a job that I wanted to do in Sydney so I moved up to Cairns and I worked in a couple of hotels there, which I really loved. A hotel is a great environment if you don’t mind the long hours.

When did you personally start to notice social media begin to emerge in the industry?

I met Kirsten Tibballs when she was just about to start Savour Patisserie. She was looking for a teacher and we got on well. She said to come down to Melbourne and teach in the school, so I did. I moved down in 2006. Very early on Kirsten was into social media – she caught it on the first wave and I just jumped on with her.

What were your early thoughts about social media?

I think I was getting really good early feedback. You put a good photo on it and – I mean it’s obviously changed in the past 10 or 12 years that I’ve been doing it – but then you would get an instant reaction. You could move quite quickly with it, and you could jump from obscurity into people knowing you. Kirsten was just brilliant at it. She was really good and she saw where it was going and I flew in her gulf stream.

Baking as an industry lends itself well to social media because it’s that unique combination of visual appeal and great storytelling. What do you think helps to draw an audience when it comes to social media?

It can be much harder to put a product on [social media] because everything has been done before. But also, when you see something really good or really innovative that you maybe haven’t seen before or, at least not in the way that it’s being done, then it will move really quickly. You don’t have to be a fortune teller to realise that product will then take off.

What do you think the future partnership between the baking industry and social media will look like?  Will they continue to grow together or will one start to drive the other a bit?

I think we’re past that already to be honest. If you’re a small business and want to be a bigger business then you need to have a social media arm. At this stage if you have a business you need someone to look after your social media, and that person has to be really good at what they do. You need someone who can take a film and edit it, who knows how to and when to post it. It’s a process. But it you want to be relevant then the social media side has to drive the industry side of it, which is kind of sad because I’m in the industry side. But look at Amaury Guichon. He has this amazing process and he posts every Monday.

It used to be photographs and then it became videos. But, for me it used to be videos, but now people want a recipe or they want you to show them how to make this certain thing. So I think it’s definitely changed and will continue to do so.

Paul’s session ROI (Return on Indulgence): Turning Croissants into Premium Profits will take place on Wednesday, September 10, 2025 at the Artisanal Bakehouse Stage. Paul will take to the stage a number of times from September 8-11, in addition to appearing at the Creative Ingredients stand. The full schedule and further information about Fine Food Australia is available on their website.