Sabrina Falone
SF Creative
Principal
Human-Led Marketing in an AI World: How Chefs Built Trust, Not Noise
Sabrina Falone is the Principal and Brand Strategist at SF Creative, a boutique agency specializing in brand, content, and marketing strategy for the food and beverage industry. Chef-trained and strategy-led, Sabrina works at the intersection of culinary expertise, storytelling and business growth, helping organizations build brands that are clear, credible and built to last.
With more than two decades of experience, Sabrina partners with food brands, industry organizations and national platforms across Canada and North America to shape positioning, guide marketing ecosystems and bring complex initiatives to market. Her work spans consumer and foodservice brands, trade events, culinary education and industry-led programs focused on innovation, industry growth and long-term impact.
Sabrina is known for her ability to see the big picture while remaining deeply grounded in execution. She helps teams move beyond tactics and trends to make smarter decisions about where to focus, how to show up and what truly builds trust with audiences.
Through SF Creative, Sabrina leads projects that combine strategic thinking with high-quality content, supported by in-house culinary development and production capabilities. Her work is guided by the principles of hospitality: warmth, clarity and collaboration.
A respected voice in the industry, Sabrina is a frequent speaker, advisor and contributor to national conversations shaping the future of food, marketing and culinary leadership.
Known for her creative yet uncomplicated approach to food, Sabrina has built SF Creative to offer big agency capabilities with a personalized, boutique experience. Her agency, created by and for people in the food & beverage industry, combines unmatched culinary expertise with a data-driven marketing approach. With an in-house test kitchen and production studios, Sabrina and her team bring marketing strategies to life, helping clients connect with their audiences in meaningful ways.
Recognized for her culinary skills, attention to detail, and marketing savvy, Sabrina is a frequent presenter at industry events, where she shares her passion for food and her innovative marketing insights.
www.sfcreative.ca | IG @sfcreative.ca | LinkedIn Sabrina Falone & SF Creative
SF Creative
Principal
Human-Led Marketing in an AI World: How Chefs Built Trust, Not Noise
Sabrina Falone is the Principal and Brand Strategist at SF Creative, a boutique agency specializing in brand, content, and marketing strategy for the food and beverage industry. Chef-trained and strategy-led, Sabrina works at the intersection of culinary expertise, storytelling and business growth, helping organizations build brands that are clear, credible and built to last.
With more than two decades of experience, Sabrina partners with food brands, industry organizations and national platforms across Canada and North America to shape positioning, guide marketing ecosystems and bring complex initiatives to market. Her work spans consumer and foodservice brands, trade events, culinary education and industry-led programs focused on innovation, industry growth and long-term impact.
Sabrina is known for her ability to see the big picture while remaining deeply grounded in execution. She helps teams move beyond tactics and trends to make smarter decisions about where to focus, how to show up and what truly builds trust with audiences.
Through SF Creative, Sabrina leads projects that combine strategic thinking with high-quality content, supported by in-house culinary development and production capabilities. Her work is guided by the principles of hospitality: warmth, clarity and collaboration.
A respected voice in the industry, Sabrina is a frequent speaker, advisor and contributor to national conversations shaping the future of food, marketing and culinary leadership.
Known for her creative yet uncomplicated approach to food, Sabrina has built SF Creative to offer big agency capabilities with a personalized, boutique experience. Her agency, created by and for people in the food & beverage industry, combines unmatched culinary expertise with a data-driven marketing approach. With an in-house test kitchen and production studios, Sabrina and her team bring marketing strategies to life, helping clients connect with their audiences in meaningful ways.
Recognized for her culinary skills, attention to detail, and marketing savvy, Sabrina is a frequent presenter at industry events, where she shares her passion for food and her innovative marketing insights.
www.sfcreative.ca | IG @sfcreative.ca | LinkedIn Sabrina Falone & SF Creative
Rob Hood
The Burnt Chef Project
Ambassador
THE BURNT CHEF PROJECT (Presentation and Roundtable Discussions)
Robert Hood, FIH, Corporate Director, Food & Beverage, Silver Hotel Group is originally from the United Kingdom. He has been in Food & Beverage Management for over 30 years, in Europe for Queens Moat House Hotels, and in the United States for Marriott Hotels.
Since coming to Canada Rob has held management positions within ClubLink Corporation, was the Corporate F&B Manager for Atlific Hotels, and now currently with Silver Hotel Group. With a passion for both culinary and front of house food and beverage management, Rob’s commitment to the food and beverage industry, and being an innovative force in its creative process continues to be part of his life journey.
Rob was educated at the Birmingham College of Food, Tourism and Creative Arts in the United Kingdom where he obtained a B-TEC HND in Hotel Management and holds a Bachelor of Applied Science Degree in Hospitality Administration from the University of Southern New Hampshire in the United States.
Rob has been a member of the Institute of Hospitality since 1988 and in 2021 was elected as a Fellow, and most recently appointed a member of the Chaine des Rotisseurs as a Maitre Hotelier.
In 2025 Rob was appointed as a Canadian Ambassador for The Burnt Chef Project, and became a member of the Culinary Federation, Toronto chapter.
The Burnt Chef Project
Ambassador
THE BURNT CHEF PROJECT (Presentation and Roundtable Discussions)
Robert Hood, FIH, Corporate Director, Food & Beverage, Silver Hotel Group is originally from the United Kingdom. He has been in Food & Beverage Management for over 30 years, in Europe for Queens Moat House Hotels, and in the United States for Marriott Hotels.
Since coming to Canada Rob has held management positions within ClubLink Corporation, was the Corporate F&B Manager for Atlific Hotels, and now currently with Silver Hotel Group. With a passion for both culinary and front of house food and beverage management, Rob’s commitment to the food and beverage industry, and being an innovative force in its creative process continues to be part of his life journey.
Rob was educated at the Birmingham College of Food, Tourism and Creative Arts in the United Kingdom where he obtained a B-TEC HND in Hotel Management and holds a Bachelor of Applied Science Degree in Hospitality Administration from the University of Southern New Hampshire in the United States.
Rob has been a member of the Institute of Hospitality since 1988 and in 2021 was elected as a Fellow, and most recently appointed a member of the Chaine des Rotisseurs as a Maitre Hotelier.
In 2025 Rob was appointed as a Canadian Ambassador for The Burnt Chef Project, and became a member of the Culinary Federation, Toronto chapter.
Steven Jilleba
SJ Culinary Consulting
Chef / Owner
World Chefs Culinary Arts & Hot Kitchen Judging Seminar (ticketed event)
Chef Jilleba started SJ Culinary Consulting in July of 2017 and has worked on training, product evaluations and interim chef’s roles in clubs
Chef Jilleba joined Unilever Foodsolutions in March of 1999 and held the Senior Corporate Executive Chef for North America through July 2017. Steve is a graduate of the prestigious Culinary Institute of America in 1977, and has since held numerous executive chef positions in hotels and other fine dining establishments around the globe.
Steve has an extensive background in culinary competitions in which he has won a variety of awards. Some competition highlights include competing in three International Culinary Olympic competitions winning an impressive 9 Gold Medals.
In February of 2017 Steve received the ACF Presidents Special Awards.
He was appointed ACF Culinary Team Manager through 2012 and as team 2016 Advisor.
Steve received the 2013 ACF Leadership Award at the American Culinary Federation National Convention.
He has served as National Culinary Competition Chairman for the American Culinary
Federation and the National Youth Team Manager. Earlier, Chef Jilleba was
successful leading the ACF Youth Team USA 2008 to two gold medals and grand champions at the World Culinary Grand Prix in Glasgow, Scotland.
In June of 2009 Steve was bestored the honorary of Doctorate of Culinary Arts from Johnson and Wales University.
In 2008 Chef Jilleba was awarded The Chairman Award from the American Academy of Chef.
In 2007 Steve was awarded the Presidents Award from the American Culinary Federation their highest honor.
In 2000, he was awarded the ACF Central Region Chefs Professionalism Award and was
Named the ACF Central Region Chef of the Year in 2001.
Chef Jilleba earned his Master Chef certification, awarded by the American Culinary
Federation in 1997 becoming only the Fifty Seventh in the US to earn the distinction
SJ Culinary Consulting
Chef / Owner
World Chefs Culinary Arts & Hot Kitchen Judging Seminar (ticketed event)
Chef Jilleba started SJ Culinary Consulting in July of 2017 and has worked on training, product evaluations and interim chef’s roles in clubs
Chef Jilleba joined Unilever Foodsolutions in March of 1999 and held the Senior Corporate Executive Chef for North America through July 2017. Steve is a graduate of the prestigious Culinary Institute of America in 1977, and has since held numerous executive chef positions in hotels and other fine dining establishments around the globe.
Steve has an extensive background in culinary competitions in which he has won a variety of awards. Some competition highlights include competing in three International Culinary Olympic competitions winning an impressive 9 Gold Medals.
In February of 2017 Steve received the ACF Presidents Special Awards.
He was appointed ACF Culinary Team Manager through 2012 and as team 2016 Advisor.
Steve received the 2013 ACF Leadership Award at the American Culinary Federation National Convention.
He has served as National Culinary Competition Chairman for the American Culinary
Federation and the National Youth Team Manager. Earlier, Chef Jilleba was
successful leading the ACF Youth Team USA 2008 to two gold medals and grand champions at the World Culinary Grand Prix in Glasgow, Scotland.
In June of 2009 Steve was bestored the honorary of Doctorate of Culinary Arts from Johnson and Wales University.
In 2008 Chef Jilleba was awarded The Chairman Award from the American Academy of Chef.
In 2007 Steve was awarded the Presidents Award from the American Culinary Federation their highest honor.
In 2000, he was awarded the ACF Central Region Chefs Professionalism Award and was
Named the ACF Central Region Chef of the Year in 2001.
Chef Jilleba earned his Master Chef certification, awarded by the American Culinary
Federation in 1997 becoming only the Fifty Seventh in the US to earn the distinction
Jeff Stewart
Food Day Canada
Executive Director
A NATION'S TABLE: Why Canadian Food Matters - and How Chefs Can Lead
Jeff Stewart is a Red Seal–certified chef, sommelier, educator, and the Executive Director of Food Day Canada. His culinary journey began in small-town Canada, inspired by his mother and grandmother’s deep belief in food as a force for community and connection.
Jeff has worked in some of Canada’s most respected kitchens, including Sooke Harbour House, Scaramouche, Langdon Hall, and Eigensinn Farm, and internationally in Michelin-starred and destination kitchens across Europe, the Americas, and beyond. Alongside his culinary career, he holds an Honours B.Comm, an MBA, and has expanded his work into culinary medicine through studies with Harvard Medical School.
A passionate educator and storyteller, Jeff has taught at leading colleges and universities and played a role in securing federal recognition for Food Day Canada. Today, he leads national campaigns celebrating Canadian food while expanding his work in food education, culinary medicine, and wellness through his platform, FoodU.ca.
Food Day Canada
Executive Director
A NATION'S TABLE: Why Canadian Food Matters - and How Chefs Can Lead
Jeff Stewart is a Red Seal–certified chef, sommelier, educator, and the Executive Director of Food Day Canada. His culinary journey began in small-town Canada, inspired by his mother and grandmother’s deep belief in food as a force for community and connection.
Jeff has worked in some of Canada’s most respected kitchens, including Sooke Harbour House, Scaramouche, Langdon Hall, and Eigensinn Farm, and internationally in Michelin-starred and destination kitchens across Europe, the Americas, and beyond. Alongside his culinary career, he holds an Honours B.Comm, an MBA, and has expanded his work into culinary medicine through studies with Harvard Medical School.
A passionate educator and storyteller, Jeff has taught at leading colleges and universities and played a role in securing federal recognition for Food Day Canada. Today, he leads national campaigns celebrating Canadian food while expanding his work in food education, culinary medicine, and wellness through his platform, FoodU.ca.
Imrun Texeira
The Burnt Chef Project
Ambassador
THE BURNT CHEF PROJECT (Presentation and Roundtable Discussions)
Chef Imrun Texeira is a Red Seal Certified Chef with over 17 years of experience shaping the culinary landscape through his craft, storytelling, and advocacy. A Top Chef Canada semi-finalist and recognized as one of Canada's Top 30 Under 30 hospitality leaders, Imrun has been honoured with the Leader Award of Excellence from Restaurants Canada and the Alumni of Distinction Award from Algonquin College.
His expertise extends far beyond the kitchen. As a media partner, food writer, and host of the "Kitchen Rags to Riches" podcast, Imrun partners with leading food, beverage, and lifestyle brands to create compelling content that tells authentic culinary stories. His work bridges the gap between traditional cooking and modern media, offering fresh perspectives on food culture, innovation and the evolving hospitality industry.
Deeply passionate about mental and physical health and industry wellbeing, Imrun serves as Chief Ambassador for The Burnt Chef Project, where he champions mental health support and advocates for systemic change across hospitality. He is committed to creating spaces where conversations around burnout, resilience, and work-life balance are normalized and supported.
Through mentorship programs and career pathway initiatives, Imrun dedicates his time to nurturing emerging talent. He believes in empowering the next generation not only with culinary skills but also with the tools to build sustainable, fulfilling careers.
The Burnt Chef Project
Ambassador
THE BURNT CHEF PROJECT (Presentation and Roundtable Discussions)
Chef Imrun Texeira is a Red Seal Certified Chef with over 17 years of experience shaping the culinary landscape through his craft, storytelling, and advocacy. A Top Chef Canada semi-finalist and recognized as one of Canada's Top 30 Under 30 hospitality leaders, Imrun has been honoured with the Leader Award of Excellence from Restaurants Canada and the Alumni of Distinction Award from Algonquin College.
His expertise extends far beyond the kitchen. As a media partner, food writer, and host of the "Kitchen Rags to Riches" podcast, Imrun partners with leading food, beverage, and lifestyle brands to create compelling content that tells authentic culinary stories. His work bridges the gap between traditional cooking and modern media, offering fresh perspectives on food culture, innovation and the evolving hospitality industry.
Deeply passionate about mental and physical health and industry wellbeing, Imrun serves as Chief Ambassador for The Burnt Chef Project, where he champions mental health support and advocates for systemic change across hospitality. He is committed to creating spaces where conversations around burnout, resilience, and work-life balance are normalized and supported.
Through mentorship programs and career pathway initiatives, Imrun dedicates his time to nurturing emerging talent. He believes in empowering the next generation not only with culinary skills but also with the tools to build sustainable, fulfilling careers.