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Roanna Canete, founder of The Gluten Free Baking Co., smiling in front of the bakery’s logo that features a rolling pin and the text 'The Gluten Free Baking Co. Est. 2015' on a black background.

Roanna Canete: From Home Kitchen to Netflix's Sugar Rush

I never thought I'd find myself on a cooking show, especially since gluten-free baking isn’t exactly mainstream...

A portrait of Roanna Canete, founder of The Gluten Free Baking Co., wearing a white chef’s coatShe has smooth light skin, red hair pulled back, and is smiling softly at the camera

GET to know
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Roanna grew up on a cattle ranch in rural Utah and her family is Greek immigrants (her grandmother claims she grew up in a restaurant kitchen). But the truth was Roanna was not a very good baker until she taught herself to bake gluten free.

Fascinated with travel, between the years of 18-30 she had traveled to more than 30 countries and had worked as a leadership consultant on several continents. She holds a Master’s Degree in Organizational Leadership as well as an MBA in Entrepreneurship, and for 10 years served as a global leadership consultant, and taught leadership at the graduate level. While she was living in Rome, Italy, she met Annabel Cohen, and the two became instant friends, bonding over their dreams of working in pastry.
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When her toddler son was diagnosed with multiple food allergies, she began to notice the difficulties of finding good tasting food for him.
While living in Italy, she studied cooking, baking, chocolate making, and gelato from a culture that places the highest value on food quality, freshness, taste, and appearance.

In 2015, she opened The Gluten Free Baking Co. with a cottage food license to bake for wholesale clients out of her home kitchen. With no formal kitchen training, she became a self made gluten free pastry chef. Her unique ability to see patterns in information is the basis of her ability to create gluten free recipes.

In 2018, she acquired Euro Pastry, a 2400 sq. foot European style bakery that only served wholesale clients. She subsequently turned the entire bakery gluten free, and not only did she not lose any of the existing wholesale clients, she gained more. Her first two years were spent honing recipes and processes for a successful wholesale business.

At the end of 2019, she was featured with her celiac friend Lisa Altfest on Netflix Sugar Rush, being the first ever gluten free participants on the show. They placed 2nd!


The buzz pushed her to open a retail shop on Feb 8, 2020. The retail shop was wildly successful, touted as one of San Diego’s most anticipated openings of 2020, and there was constantly a line around the block. A mere 5 weeks later, Roanna lost her entire wholesale business when the world was rocked by Covid. So, she spent the next 2 years learning and perfecting retail—a business she knew nothing of. When the world began to return to “normal” she successfully put together a wholesale a retail business, opening her second retail location in 2022.  Currently there is just one retail shop in Clairemont at the baking facility.  Roanna has also opened The Gluten Free Culinary School.  The courses are all online and designed to equip and train individuals to open their own GF bakeries across the US. 

Her goal is to create a new world of delicious foods that help transform the food industry into a safe place for allergen diners.

Roanna Canete, wearing a green headband, dusting powdered sugar over a Christmas tree-shaped cake with green frosting on the set of Netflix’s Sugar Rush. The background features colorful lights and holiday decor, emphasizing the festive baking competition setting.

Filming "Sugar Rush" was a surreal and exhilarating experience. Navigating an unfamiliar kitchen posed challenges, but we adapted quickly. The show, filmed in January 2019, was a positive and thrilling experience. Lisa and I embraced the festive spirit, dressing as elves and wearing green ribbons for Celiac Awareness.

After the show, my business continued to grow. We opened our first retail location, where we continue to inspire others and prove that gluten-free can be delicious.

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... But on November 29, 2019

Netflix released the holiday season's new episodes of "Sugar Rush," and I was thrilled to be one of the contestants, teamed up with the incredibly talented cake designer Lisa Altfest.

 

My journey began with a personal need. When my son was diagnosed with a gluten allergy, I soon discovered my own gluten intolerance. Determined to provide delicious gluten-free options, I started baking at home. This small endeavor grew into a business called Coronado's Gluten Free Pantry. As demand increased, I moved to a 2400sq ft baking facility, and rebranded as the Gluten Free Baking Co.

 

Over the years, I had perfected my recipes to ensure they tasted just as good as their gluten counterparts. Our complementary skills made us a perfect match. Representing the gluten-free community on such a large platform was incredibly fulfilling. The judges loved everything we made for flavors, textures, and appearance.
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oanna Canete and her teammate, wearing red shirts and green headbands, present their tall Christmas tree-shaped cake to the judges on Netflix’s Sugar Rush. The judges, including Candace Nelson, Adriano Zumbo, and Hunter March, stand around the baking station with festive holiday decorations in the background. The scene takes place on a brightly lit, holiday-themed set with baking supplies on the counter.

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