James Grass on Building a Brand the Industry Actually Loves

In this episode, Shawn Soole sits down with James Grass, the mind behind Chef’s Favourite, for an inspiring conversation about pivoting from industry insider to content innovator. James shares how he created a beloved media brand—Mates on Crates—that celebrates hospitality culture, community, and storytelling.

What You’ll Learn

* James’s creative journey and the vision that sparked Chef’s Favourite

* Crafting content that resonates with hospitality professionals and fans alike

* How Mates on Crates built its authentic voice and growing community

* Strategies for turning passion into purpose and social platforms into impact

* Live Q&A: insights on monetization, creative consistency, and adapting through change

Timestamp Highlights

00:02:35 – James’s background, career pivots, and origin of Chef’s Favourite

00:10:50 – Founding principles of Mates on Crates and community connection

00:22:00 – Crafting media that hospitality professionals actually love

00:38:45 – Live Q&A: industry trends, content strategy, and personal lessons

00:50:10 – What’s next for Chef’s Favourite and the broader hospitality media landscape

Who It’s For

Hospitality creators, bar and restaurant leaders, marketers, and anyone interested in how to authentically build meaningful media in—or about—the industry.

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