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La Jolla’s Sugar and Scribe to be featured on ‘Food Paradise’ TV show

Sugar and Scribe restaurant and bakery in La Jolla will be featured on an upcoming episode of “Food Paradise.”
Sugar and Scribe restaurant and bakery in La Jolla will be featured on an upcoming episode of “Food Paradise,” which airs on the Travel Channel and occasionally on the Food Network and Cooking Channel.
(Ashley Mackin-Solomon)

La Jolla’s Sugar and Scribe restaurant will again be featured on a national scale, this time in an upcoming episode of “Food Paradise,” which airs on the Travel Channel and occasionally on the Food Network and Cooking Channel.

The episode is part of the show’s “Best of” series, but chef Maeve Rochford had to be tight-lipped about which category Sugar and Scribe will be featured in.

“It’s huge for us,” she said. “People think I’m just a cupcake girl, so it’s nice to be recognized for something else.”

Sugar and Scribe baker and chef Maeve Rochford
Sugar and Scribe baker and chef Maeve Rochford says the restaurant’s appearance on the Travel Channel show “Food Paradise” “will be great for La Jolla.”
(Ashley Mackin-Solomon)

In 2015, Rochford won the Food Network’s Holiday Baking Championship, a culinary competition that started with 10 bakers and each week gave them holiday-themed challenges, eliminating one baker per week until the finale.

Now part of the Food Network family, Rochford also will be a featured judge on this season’s “Buddy vs. Duff” cake decorating competition show.

Sugar and Scribe, which opened in 2014 at 7660 Fay Ave., is an Irish- and Southern California-inspired restaurant that offers all-day breakfast and lunch, a full bakery and a coffee bar.

On July 20, crews packed the establishment to film the “Food Paradise” episode.

“They had a full production team here from 6:30 in the morning to 7 at night,” Rochford said. “They filmed us making certain dishes that the episode will feature, and we invited 35 guests to taste the dishes and be interviewed.”

She expects the episode to air before the end of the year and said she’ll post updates on her website, sugarandscribe.com. Depending on the time of day it airs, there may be a showing at the restaurant.

Sugar and Scribe is at 7660 Fay Ave. in La Jolla's Village.
(Ashley Mackin-Solomon)

“It’s always exciting” to be on television, Rochford said. “It’s a fun rodeo. I’m always happy to get on the bull and get going.”

Plus, she said, “it will be great for La Jolla. It will be great for the businesses around here because being on TV always causes a big boost. People follow those shows and want to try these places.”

La Jolla Village Merchants Association Executive Director Jodi Rudick agreed, saying: “As a whole, La Jolla Village succeeds when merchants succeed, so anytime someone is featured on a national stage, we rally around them, thrilled that others learn what we already know — that Sugar and Scribe is a not-to-be-missed destination. We’re just lucky we don’t have to imagine how good Maeve’s creations smell and taste. We can head over to the cafe on Fay anytime and grab those world-famous desserts and pastries. Maeve is a true La Jolla treasure.”

La Jolla Town Council President James Rudolph, whose family’s restaurant, Harry’s Coffee Shop, also was featured on the Food Network, said: “We know how positive this can be. Having another La Jolla establishment highlighted obviously is beneficial for the owners of Sugar and Scribe … the feeling that all your hard work has been acknowledged and appreciated. But it’s also great news for La Jolla because customers inevitably will come into town. While here, people will notice other businesses and other interesting spots.

“As the president of the La Jolla Town Council, I pride myself on promoting local businesses. We want a thriving and burgeoning business sector. For this, you need customers. Sugar and Scribe has earned this notable achievement. My congratulations to them.” ◆