Passion Flour
“I’m just a girl from Utah who wanted to offer something delicious to the community - something I didn’t feel like we had, especially at the time.” In the heart of Salt Lake City’s Maven District, Passion Flour Patisserie stands as a beacon of culinary innovation, offering a unique blend of artistry and sustainability. Opened by Jessica Davies in 2015, this vegan pastry shop was born from a passion for exquisite desserts and a deep commitment to ethical and environmentally friendly practice.
The story of Jessica, and Passion Flour Patisserie, begins in a tiny kitchen in Hawaii. But its roots reach back to a childhood in Taylorsville, Utah, where baking was a family affair. “My mom didn’t do it for a living, but she made wedding cakes for friends, and I’d help her however I could. My dad had a huge sweet tooth, so we always baked together around the holidays: fudge, caramels, cookie dough for the neighbors. That’s where it all started for me.”
Even in high school, Jessica had a clear sense of direction. Unsure of what kind of chef she wanted to become, she enrolled in a restaurant management course offered through Granite Technical Institute and found herself drawn to pastry. “I knew I enjoyed meticulous work,” she explained, “and pastry seemed like my ally.”
After graduating high school, Jessica moved to Chicago to attend the French Pastry School, where she trained under world-renowned, mostly French, chefs. That was 2011. “It was before I was vegan,” she said. “But it gave me a strong foundation.” Returning to Utah, she quickly rose through the ranks at a catering company and became executive pastry chef before heading off again, this time to Hawaii in 2013. “I wasn’t quite ready to settle down. Hawaii seemed like a fun place to live for a while.” It was there that everything changed.
While working full-time at a destination wedding cake shop and part-time making pastries from scratch at Whole Foods, Jessica began transitioning to a vegan lifestyle. “I started going home and baking all the time - just trying to figure out how to ‘veganize’ traditional recipes. The first friend I made in Hawaii also loved baking, so we’d bake in my tiny studio apartment, rolling croissants on TV dinner trays. Our fridge was the size of a dorm fridge, our sink couldn’t even fit a sheet tray, and the oven was mini, too.” Despite the limitations, she persevered.
Jessica moved back to Salt Lake in early 2015. "I missed my family." She began perfecting her recipes, testing them against the croissants she brought home from bakeries like Tuilerie and La Madeleine. “I’d have my dad taste-test them to see how the texture and flavor compared. I wanted it to feel like no one was sacrificing anything to eat vegan.” Some six months later, at twenty-four years old, she opened Passion Flour.
Jessica's commitment from day one was clear: French-inspired pastries made entirely vegan, but approachable to everyone, not just those with dietary restrictions. “People assume vegan means gluten-free, but that’s not always true. It was her mission to show that vegan food can be just as delicious as anything else. We do have some gluten-free options, but our focus is on quality and flavor.” The bakery has offered everything from black sesame matcha cupcakes to ube (purple yam) and spumoni. Nostalgia is a theme - vegan takes on childhood favorites like brown sugar cinnamon pop-tarts, hostess cupcakes, and wild berry treats that sparkle with blue and purple frosting. “I wanted to create an atmosphere that was fun where no one felt like they had to sacrifice anything just to eat with someone they love.”
What started as pastries quickly grew into a full café menu about a year in. The shop’s bestselling Smoked Benedict is a hearty biscuit layered with smoked tofu “ham,” roasted tomatoes, and vegan hollandaise. Other offerings include heirloom ricotta toast, avocado toast, and both sweet and savory options. The café is also known for its third-wave coffee program, sourcing from micro-roasters and dialing in espresso each morning for peak flavor. “We want everything to be fresh and beautiful,” she said. “Whether it’s latte art or a custom cake, presentation matters.” Her custom cakes, particularly wedding cakes, remain her greatest passion. “That’s where my heart really is.”
Running a vegan bakery has connected her with a broad customer base: long-time vegans, people with milk or egg allergies, breastfeeding mothers whose babies react to dairy, and others who are simply curious. “It’s my favorite compliment when someone says they didn’t even know it was vegan,” she laughed, recalling two older Russian women who come in regularly to sit and knit, and were shocked to learn their favorite almond croissants had no animal products. “Not all my employees are vegan, which I think helps. We’re not judgmental. We want people to enjoy the food regardless of their diet.” Passion Flour also sources from local businesses like Central 9th Market and Vegan Daddy. “It’s all about quality ingredients and supporting others in the community.”
And community is everything. Passion Flour has witnessed the neighborhood’s transformation over the years. Once surrounded by just a couple of other businesses, the area has blossomed into a bustling community of small, often women-owned businesses, thanks in part to developer Tessa Arneson who has worked to uplift and support local entrepreneurs. This growth has made the district more vibrant, drawing more visitors and creating a supportive network for small business owners. "We see people popping in all the time following a visit to one of the other shops. It’s a mix of regulars and new faces every day.”
The space itself has evolved, too. After a few years, Jessica and her friends repainted the interior to bring in more light. “We had a paint night with pizza,” she smiled. “My dad and I did the palette wall on Christmas Eve.” During COVID, they adapted with curbside pickup, then slowly brought back indoor dining. Recent renovations have focused on updating the unseen - plumbing, electrical, and flooring - challenging, expensive upgrades that are common in small business life. Through it all, Jessica has maintained perspective. “When things get overwhelming, I tell my staff: we’re making pastries. We’re not doing surgery. It’s okay.”
In 2023, Jessica gave birth to her son and took a maternity leave, something she is especially grateful for. “A lot of small business owners don’t get that. It was a privilege. Now I bring him in after hours. He plays with flour, and I look forward to sharing this world with him as he grows up.” Her partner, a UX (User Experience) designer for Walmart, helps behind the scenes, building her website, designing menus, and improving the customer experience. “He doesn’t work in food, but he definitely benefits from it,” she laughed.
Nearly a decade in, Jessica reflects on what it has meant to run a bakery that has made such a meaningful impact on her neighborhood and beyond. “Our customers are who make us what we are. I’ve always loved Salt Lake’s sense of community, and I’m grateful we can be part of that, especially for people with allergies, or health concerns, or those who are just curious. Vegan or not, everyone is welcome here.”
