At The Place with Chef Matthew James Duffy
Chef Matthew James Duffy is a chef, educator and sourdough specialist with over 20 years of experience working in Michelin-starred restaurants, world-class bakeries, and artisanal pizzerias. His passion for baking has taken him across the globe, from studying at renowned baking schools to working alongside top bakers and millers, refining his craft in sourdough fermentation and traditional bread-making techniques.
Today, he is a full-time professor of the food media program at Centennial College and is releasing his debut cookbook, Bread Etc. in September 2025.
We sat down with Chef Duffy AKA the sourdough and baking expert on our roster to learn more about how he got started, his most memorable collaborations to date and how he wants to grow his brand.
How did you get started in content creation?
I started ages ago, just sharing pictures of food and what I was doing day to day. Over time, it slowly morphed into a full-on bread page.
How do you come up with inspiration for your content/recipes?
Constant research and conversations. My wife helps a lot, and I always ask my kids for their input.
How do you continue to elevate your content style?
Continual learning. I’m always teaching, and at the same time, learning how to be better with the camera, captions, angles, and more. Just like baking, it’s a never-ending journey.
What can followers expect from your platform if they follow you?
Tips and tricks on baking—mostly sourdough, but all types of bread. I love breaking down the "why" behind techniques and using my content as a creative outlet.
If you could collaborate with any person, who would it be?
Luke from Outdoor Boys! Baking in the wild over an open fire would be epic. He’s my favourite YouTuber.
What’s the most unexpected reaction someone has had to your content?
I’ve had tons over the years, but the best reactions are always when people bake my recipes and share their results. That never gets old.
Who is the most notable person who follows you?
Jenna Fischer or Daniel Boulud—for the chefs out there.
What’s the coolest experience or opportunity since becoming a content creator?
I’ve done so much, but I love to travel. Some highlights:
A bakery tour collab with Porter Airlines.
Speaking at Food on the Edge in Ireland.
Baking for thousands in Italy.
Not travel-related, but interviewing Ryan Reynolds was also pretty cool!
What’s going to be your main content focus for 2025?
My book is my focus, followed by growing my blog and YouTube. While I’m not big on vanity metrics, I do want to hit 100K on YouTube.
What should your followers be on the lookout for from you this year?
My debut cookbook, Bread Etc. It’s officially available for preorder and hits shelves in September.
One piece of advice you’d give someone getting started in content creation?
Start a landing page for a newsletter, then pick one discovery platform to grow. Build your email list while growing your organic reach. Once you’re a bit established, branch into other platforms. And most importantly, just keep going. This is a marathon, not a sprint.