Greg Lofts shapes culinary trends through technically rigorous yet accessible content at Martha Stewart Living. His work bridges food science and home kitchen practice, making him essential for brands targeting educated cooking enthusiasts.
“The best food journalism teaches through doing – every recipe should be a masterclass.”
– Greg Lofts, 2023 Culinary Keynote
We’ve followed Greg Lofts’s two-decade journey as a culinary innovator who transforms cooking into multisensory storytelling. His work at Martha Stewart Living redefines how home cooks engage with food media through meticulous technique and aesthetic precision.
This 12-part video series deconstructs regional dough traditions through fermentation science and hands-on shaping tutorials. Lofts contrasts Neapolitan elasticity with Detroit-style crunch through time-lapse proofing demonstrations and conductive heat mapping of home ovens. The accompanying article became MSL’s most-shared digital content in 2023, driving a 40% increase in specialty flour sales for featured mills.
Rebelling against fondant-heavy trends, Lofts curated structural designs using natural stabilizers like agar and pectin. His gravity-defying “Naked Torte” tutorial went viral on Instagram, demonstrating load-bearing cake architecture without artificial supports. The piece influenced professional pastry curricula through its engineering-focused approach.
This farm-sourced exploration tracks heirloom apples from orchard to lattice crust, featuring X-ray imaging of ideal crust layering. Lofts collaborated with agricultural historians to revive 19th-century preservation methods, creating a new benchmark for “ingredient-forward” pastry journalism.
Lofts prioritizes methods that solve universal kitchen challenges through unexpected applications. His viral Reverse Creaming Method article demonstrated how altering mixing sequences could prevent gluten development in delicate cakes. Pitches should highlight novel applications of tools/ingredients with clear consumer benefits.
The 2024 Edible Geometry series proves his interest in food’s spatial relationships. Successful pitches incorporate 3D modeling previews or time-lapse photography concepts that reveal hidden culinary processes.
Lofts’s Appalachian salt-rising bread documentary shows his approach to historical preservation. Proposals should connect traditional methods to modern sustainability efforts or food science breakthroughs.
“Lofts makes the invisible visible – his work explains why recipes work, not just how to execute them.”
– James Beard Foundation Technology Committee
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Food, here are some other real estate journalist profiles you may find relevant:
