She is the quintessential American success story, a best-selling author and a television show host, a tastemaker to the stars and to the everyday housewife and family. She is Paula Deen, a down-home, strong willed mom who overcame personal tragedy, long odds, financial and physical challenges to carve one of the most effective and wide ranging entertainment brands that exists today. A brand that is idyllic, inspiring, fun and very much American.
For all her success, the Albany, Georgia native has remained very grounded, in part due to her down home Southern upbringing. She married her high school sweetheart, became a young mom to two sons, and appeared to be living the life she desired, before a series of tragedies, from the death of her parents and the failure of her marriage to a prolonged battle with agoraphobia changed the course of her life forever.
However out of those changes came the success that laid the foundation for the Paula Deen of today, someone who inspires millions through her regular appearances on Oprah, cooks for world leaders, is a best-selling author, and is seen concurrently on four shows running on The Food Network.
The one constant in Deen’s life has always been cooking. It was a staple of her young upbringing, and when times became difficult it was what she knew and could turn back to. In June of 1989, with a $200 budget and the help of sons Jamie and Bobby, she became “The Bag Lady,” creating a home-based meal delivery service in Savannah, Georgia that started the rise. From there, Deen moved to preparing meals at a Savannah Best Western, and followed that five years later by opening her first restaurant, The Lady and Sons, in Savannah.
The popularity of the restaurant led Deen into publishing. Her 1997 cookbook, The Lady and Sons Savannah Country Cookbook, gave her growing fan base the opportunity to try Deen’s recipes at home for the first time, and led to her first appearance on QVC, which took the brand from regional to national and began a stretch of consecutive New York Times best selling cookbooks. The growth continued unabated, and in 1999 USA Today food critic Jerry Shriver named The Lady and Sons International Meal of the year.
Deen’s success in publishing, where she has sold over eight million books, then translated into the magazine world, and Cooking With Paula Deen, her monthly title, launched shortly thereafter, growing to a circulation of over one million.
Not to be outdone with print and restaurant success, the Deen brand then moved to television. “Paula’s Home Cooking” premiered on The Food Network in November of 2002, to huge audience success, and spawned her second show, “Paula’s Party” in 2006. Today Deen has four shows running concurrently on the Food Network, including the latest, Paula’s Best Dishes, which launched in 2008
The next evolution of the brand took place in March of 2008, when Meter Corp launched the line of Paula Deen signature cookware, bakeware, kitchen tools and accessories both online and at retail, continuing the immersion experience for the brand with consumers.
In 2009, the Deen brand underwent further expansion with an added group of quality strategic partners. Wal-mart launched a new, exclusive line of affordable baked goods, while Smithfield, Kaleen, Meyer, Universal, B. Lloyd’s, GOBO, Harrah’s, Quality foods, International Greeting and Cooking.com also began new or expanded partnerships in a host of categories. A compete digital relaunch, the expansion of special edition publications featuring both herself and her brand partners also came into play, making sure the Paula Deen name stayed fresh, relevant, and timely with a growing and more diverse consumer.
Even with the continued expansion, and more planned on a global level in 2010, Paula Deen has remained true to her fans, viewers and readers that look to her name for style, taste and inspiration in the kitchen and the home, all reflective of an climate where quality does not have to be sacrificed due to a challenging economy.