California-based bakery names Coastal Limited to build licensed product program.

Celebrity chef Maeve Rochford, owner of Sugar and Scribe Bakery/Fine Food, has appointed licensing agency Coastal Limited to grow her personal and bakery brands.

Coastal Limited will now represent Rochford’s business development, brand extension and merchandise licensing opportunities.

“During her network TV debut, Maeve demonstrated the kind of poise, skill, wit and drive that can help catapult her onto the national stage,” says Paul Leonhardt, owner and co-founder, 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.”

Last December, Rochford won the $50,000 grand prize in the Food Network’s Holiday Baking Championship. At Sugar and Scribe she offers a variety of cakes, cupcakes, muffins, pies and cookies, as well as a breakfast and lunch menu.

Sugar and Scribe is located in La Jolla, Calif., and was rated the best new restaurant in La Jolla by The La Jolla Light.