When sourdough starter and avocado toast take over your social media feed—what’s the result IRL? We speak to Shira McDermott, co-founder of Vancouver-based artisan flour mill Flourist, about how demand skyrocketed when bread baking went viral at the beginning of the pandemic. Pay speaks with culinary stylist Rossy Earle about where these trends start—and what impact they have in the world of food media. And Eden Hagos, founder of popular Instagram account @blackfoodie.co, shares her community-based experience of engaging with food trends.