It’s only natural Jason Roland should be working in the food business, considering how he was raised.
As a child growing up in the country, Roland’s family was always growing something—watermelon, cantaloupe, corn—in their acre-plus garden. Cooking every night at home, sharing good eats with family and friends, baking desserts in mom’s commercial kitchen—this is the stuff that formed Roland’s early relationship with food.
Today he’s executive chef and co-owner, with business partner Richard “Bingo” Staff, of the St. Francisville catering firm Heirloom Cuisine. The name is anything but accidental; it’s meant to evoke something of special value—Louisiana’s rich food heritage—that’s handed down from generation to generation. Roland describes the company’s trademark as “classic Louisiana with a contemporary twist.”
“We’re trying to take something from the past and cook it and keep it going, keep the fire burning,” he says.
Hurricane Gustav was not kind to business, Roland says, though things are getting back to normal, with some major catering events slated in the near future.
“It’s a little tough now with the economy and with the hurricane,” he says. “We lost quite a bit of business. We had a couple of bad months, but we’re definitely bouncing back.”
Rather than having a set menu, Roland’s company custom caters to suit the clients’ wishes. This keeps a caterer on his toes, forcing him to be flexible, versatile and adventurous. It might be foie gras on Friday and empanadas on Saturday.
“We’re definitely experimentalists,” he says. “Every client’s different. I think, to be in this business, if you’re not experimenting you’re really not creating much.”
Quality ingredients, obviously, are key to a good product, Roland says. Heirloom grows about 15% of its produce, but it’s working on making the bulk homegrown. Two other ingredients are vital for a successful recipe, Roland says.
“If you’re enjoying what you do, I think you’re going to succeed no matter what you do,” he says. “As long as you have passion and drive for what you’re doing.”
Age: 38
What is the one thing Baton Rouge can do to help attract and retain highly educated young people?
“I would make more hospitality-type school programs available—more cooking schools to keep people at home and give them more of a foundation.”
Click here for the complete list of 2008's Forty Under 40 winners.
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