Dallas baker goes for Food Network cookie crown
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Nelson Martinez, a pastry student at El Centro College, wants to be the best holiday cookie baker. Photo: Gregory Castillo/Axios
Nelson Martinez, a 23-year-old baker from Princeton, is ready to showcase his skills on one of the sweetest stages in the country.
Why it matters: Martinez, a pastry student at El Centro College, will compete for the title of best holiday cookie maker in the U.S. on the Food Network's "Christmas Cookie Challenge."
Between the lines: Martinez's journey to the show reflects a broader story about challenging traditional gender roles within his Salvadoran culture, where men are often expected to follow more conventional career paths and his choice to pursue baking was met with skepticism.
- "My mom even pretended it was her business at first," he tells Axios. But after years of dedication, his family now fully supports his dream.
How it works: Four bakers compete in two rounds of holiday-themed cookie contests.
- The winner gets $10,000 and the golden ornament trophy.
How to watch: The show airs at 9pm Dec. 19 and will stream on HBO Max and Discovery Plus the next day.
Catch up quick: Martinez's path to the show started with an unexpected Instagram message from a casting scout. He almost ignored what he thought was a scam, but decided to give it a shot. Four grueling application rounds later, he learned he'd be on Season 8.
- "I wanted to give up after my last trial," he says. "But I figured I'd already made it this far, so I might as well try. A month later, they told me I'd made it."
Flashback: Martinez's love of baking started at age 10. By middle school, he was selling cake pops to classmates, and at 14, he launched Heavenly's Confectionery. It's going strong nine years later, fueled by pop-ups and custom orders.
What they're saying: "Being on the show is a big deal because it's something I've dreamed of, but I didn't think I was talented enough," Martinez says. "Hearing the judges say my cookies were amazing made me appreciate myself more."
What's next: Martinez plans to continue growing his business while finishing his degree. Long-term, he dreams of opening a café or bistro in Allen or Prosper, where customers can grab a treat or enjoy a full meal.