Emma Hollingsworth has a first in Economics from Birmingham and also studied at Harvard. Wanting to get healthier, she cut out gluten, sugar and other allergens, qualified as a certified health coach (IIN) and started developing healthy treats. She runs a weekly farmers' market stall, her blog won 'best recipe blog' at the 2017 Health Blog awards, she collaborates with well-known health brands such as Ethos, creates bespoke cakes to order and also runs workshops. Emma lives in London with her husband and daughter.