On a typically bright Saturday afternoon in August, around 1,000 people browse stalls of mochi cakes, matcha brownies and artisan chocolates, to vegan carrot cake, flavoured bubble teas and jammy dodger brownies.
This, she thinks, was just a university assignment three years ago.
Eighteen months ago, it didn't even exist as a business.
The sweet spot nobody saw
The idea had emerged during Jessica's final year studying an Events Management degree at the Edge Hotel School, University of Essex. A business strategy module gave students freedom to develop comprehensive business plans from scratch.
"I'm a massive foodie. I love going to food and drink festivals," Jessica, 29, says. But when she researched the market, she noticed something missing. "A lot of food and drink festivals are savoury based or they're alcoholic like gin festivals. I noticed there was nothing to do with confectionery or celebrating bakers."
She was 25 at the time, having come to university later than the traditional pathway. After graduation, she managed large-scale town events at Witham Town Council and worked with Essex Startups to deepen her business understanding.
The turning point came when she won funding against established entrepreneurs. In September 2024, Jessica registered Sweet Treat Food Festival as a business in Ipswich.
The year that tested everything
By early 2025, Jessica had organised her launch event in Colchester and was planning more. Then everything stopped.
"I unfortunately had a car crash and had really bad concussion," Jessica says. She'd planned a Valentine's themed event that would have been her first seasonal celebration. Instead, she cancelled it.
"I had to put everything on hold.”
The concussion wasn't the only challenge. Like many new founders, Jessica grappled with imposter syndrome throughout her first year. "You do have, I think it's probably a new founder thing, a lot of imposter syndrome," Jessica reflects. "Especially being a female founder, it's very common to feel like, am I good enough to be doing this? Should I be doing this?"
The mental challenge of striving to push forward became as significant as the physical recovery.
Her father Andy, who'd taught her "how to hustle," helped push her through, as did networking with other entrepreneurs. Growing up, Andy had instilled an entrepreneurial mindset.
"When I turned 15, he was like, here's your CV, go and apply to jobs now. Get yourself out there."
By spring, she'd found "this second wind of energy" – helped by workshops from Start, Build and Grow that introduced her to AI tools for efficiency and business planning support. "I wouldn't have known how to do that if I didn't go to things like that," she says. The business support programme, run in partnership between Ipswich Borough Council and local business networks, provided the structure she needed to rebuild momentum.
Rising to the occasion
The August Cornhill event proved the concept worked. Jessica had organised four events across Suffolk and Essex, growing steadily each time.
"The first event was probably only a couple of hundred, maybe 150 to 200 people," she recalls. The Cornhill represented a dramatic leap. "It was up to a thousand. There were just so many people through the town. It was amazing."
The events are free to attend, feature interactive games, and showcase carefully curated confectionery businesses. "It's very rewarding because I get to be almost like a promotion platform to these businesses," Jessica says.
Beyond Victoria sponge
The sheer number and diversity of confectionery businesses operating across Suffolk and Essex continues to surprise Jessica.
The selection goes far beyond traditional offerings, while personal experience drives her commitment to inclusivity. "I have a nut allergy myself and I've always found it very hard to find confectionery foods that are safe without me obviously worrying I'm going to have a reaction."
This shapes vendor selection. "A massive part of what I do is when I'm looking for vendors, I do want that box to be ticked in a lot of them to ensure that people with allergies or intolerances are catered towards."
Cultural diversity matters equally. "We've had quite a few Japanese bakers, for instance, that have a very different take on what we know of confectionery food."
The relationship with vendors has evolved throughout the year. Initially, Jessica actively sought businesses through Instagram and approaching cafes and shops. Now, vendors approach her. "A lot of the time, they'll say, 'Oh, I'd love to be involved in the next one. When's the next one?'"
Building the next layer
Jessica balances Sweet Treat with childcare work, but her goal is clear. "Fingers crossed," she says of making the festival her full-time career.
The immediate plans include a Halloween event at the Cornhill and a Christmas market in Colchester.
For 2026, ambitions expand. "I'm looking to hold more regular events at the Cornhill next year. We're looking at new locations across Essex and Suffolk, and I've always been keen on finding a beachfront location in the summer."
She's also considering London grant schemes that could take Sweet Treat beyond East Anglia.
No soggy bottom ending
What started as a university assignment now draws 1,000 people to Ipswich's town centre, supports dozens of small businesses across Suffolk and Essex, and proves that the best ideas often begin with a simple observation: nobody else is doing this.
Sweet Treat Food Festival's Halloween event 'Spooktacular Delights' takes place at the Cornhill, Ipswich on Thursday, 30 October from 10:00 to 16:00 (free entry), followed by a Christmas market at the Old Library, Colchester on Saturday, 22 November from 15:00 to 20:00.
