Coastal Limited, a national full-service business development company specializing in representation and licensing, has signed celebrity baker and chef Maeve Rochford, owner of Sugar and Scribe Bakery/Fine Food, for business development, brand extension and merchandise licensing opportunities.

Sugar and Scribe Bakery/Fine Food is a bakery and restaurant, located at 7660 Fay Avenue, Suite I, La Jolla, Calif., owned by Rochford, who won The Food Network’s 2015 Holiday Baking Championship. Sugar and Scribe carries Irish specialties all year long, such as Irish soda bread, Irish tea scones, muffins, Guinness porter cake and mincemeat pies. The authentic Irish recipes come from family and friends, especially Rochford’s grandmother who cooked in a Great House in England.

“During her network TV debut, Maeve demonstrated the kind of poise, skill, wit and drive that can help catapult her onto the national stage,” said Paul Leonhardt, owner and co-founder of Coastal Limited. “Our first step is to help her build a branded products company. We think she has the appeal of a next-generation Martha Stewart.”

In December, Rochford won the $50,000 grand prize in the Food Network’s Holiday Baking Championship. In her Fay Avenue bakery and restaurant, Rochford offers an array of cakes, cupcakes, pies, muffins and cookies, as well as a breakfast and lunch menu.

Rochford said, “I am thrilled to have the opportunity to work together to take me and Sugar and Scribe to the next level. Cooking is my soul’s desire. Eating is my heart’s calling.”

Rochford’s passionate enthusiasm for food has been met with rave reviews. Sugar and Scribe was named the best bakery in San Diego by A-List voters in 2014, surpassing 50 nominees. Following its move to La Jolla last year, Sugar and Scribe was rated the best new restaurant in La Jolla by The La Jolla Light.