Since 2010

Just Baked SLO was started in 2010 by friends Annie Farrell and Meghan Hoetker. They had a simple vision of delighting students at Cal Poly with deliveries of fresh-baked cookies—their award-winning Flagship Chocolate Chip™ Cookie at the helm. Their menu offerings expanded to include additional cookie flavors, and eventually a full line of desserts and cakes for weddings and special events. Annie opened the doors to the Just Baked SLO Pastry Bar in Santa Margarita in 2014.

The Just Baked philosophy is simple: Every cake or dessert that leaves our kitchen should taste as good as it looks. This is why each item on our menu is baked from scratch to order in small batches - no doctored up box mixes in our pantry! Cake fillings are hand crafted from fresh fruits and high quality, responsibly sourced chocolate. Our custards, jams, and curds are made in-house, and we use a light, fluffy, Swiss meringue buttercream to add the finishing touches. We use pure cane sugar, real butter, and pure extracts, because you deserve the very best!

See what others are saying about Just Baked SLO here.


Owner and head baker, Annie Farrell Photo courtesy of the San Luis Obispo Tribune

Owner and head baker, Annie Farrell
Photo courtesy of the San Luis Obispo Tribune

A note from our owner

I grew up in the San Francisco Bay Area, and one of my fondest memories was heading to the wharf in Santa Cruz with my family to fish off the pier. But it wasn't the thrill of reeling in the big one that got me out of bed so early in the morning (believe me, I am not a morning person). It was the promise of a treat from Marini's Munchies. Of course those pieces of salt water taffy were relished. But the real treat was watching their chocolatier through a window, my face pressed against the glass, as she dipped bon-bons in an endless swirl of tempered chocolate, laying each one on a marble slab to set. "When I grow up, I want to be a candy maker," I would declare to my parents on the windy drive home up Highway 17.

Although I later decided to follow in my parents' footsteps in the printing industry, I never forgot about my childhood dream to work with food. After graduating from college, I worked for an award-winning design firm in San Luis Obispo, and when it was time to move on, I was given a dream opportunity: a job on the line at the Black Cat Bistro in Cambria, CA, one of the top restaurants on the Central Coast.

I eventually left the restaurant to spend more time with my family, and to work with my dad in our family business, but I knew some day, I would return to the food industry. Opening Just Baked SLO was the perfect opportunity to do so. I could not be more thrilled with the incredible response our products have received and the way Just Baked SLO has been welcomed into the food and wine community here on the Central Coast.

Thank you, from the bottom of my heart, to each and every one of our customers and supporters, especially my husband, son, and parents, for without you, this passion of mine would still be just a dream!

Annie Farrell
Owner/Chief Baking Officer

Annie currently lives on the Central Coast with her husband, Mike, and son, Joey. She holds a BS in Graphic Communication with a concentration in Design Reproduction Technology, and a minor in Packaging from Cal Poly, San Luis Obispo. She is a self-taught chef and baker, and was also a founding partner of All Signs and Graphics LLC located in Atascadero, CA.