Baking Gets Social

Local baker Anna Ross shares and sells her culinary creations on Instagram

Anna Ross’ s’mores box.
Photo by Austen Waldron

Anna Ross knows the power of social media. The Lake Worth–based baker has long used Instagram and Facebook to share her creative concoctions. When she began selling her delicacies through her Instagram account, @annabakesfl, she saw things really start to take off.

“When I started to sell my own baked good, I thought Instagram made the most sense since we eat with our eyes,” Ross says. “When it started taking off, I realized my account was changing to be my business account as well as my personal account. It’s been amazing to integrate the two. I think people enjoy Instagram and Facebook for spreading the word and joy of pastries.”

Ross, who has been baking since she was 15, introduces a new themed box each week—and they often sell out within hours. Earlier this month, she offered a Think Pink box with 15 percent of each $40 purchase going toward the Breast Cancer Research Foundation. Her Halloween box, which will be available for pickup this weekend, is already sold out. For November 1, she’ll be offerings a s’mores box of goodies inspired by the classic campfire treat.

Each week, Ross starts taking orders on Mondays, but waits until Tuesday to post images of the box. All orders are through direct message on Instagram. On Sundays, she hosts a pick-up outside of her Lake Worth home, an endeavor she describes as an “adult lemonade stand.”

She’s currently working to launch a new website and will shift ordering to that platform once live. In addition to her themed boxes, she also sells a birthday box year-round. She’s looking to add additional products, including “boy” and “girl” boxes and an “I do” box.

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