Three years, countless milestones and a whole lot of CAKE. As we celebrate another birthday, we're taking a moment to recognise the people who have helped shape our journey.
From the values that started it all to the incredible people who bring them to life, here's a little look at what makes CAKE so special.
Last month we celebrated a milestone close to our hearts – CAKE’s 3rd birthday. What started as a vision has grown into a business, a community, and a purpose that’s only getting stronger with each passing year.
And, just like every year, one of our favourite birthday traditions is celebrating the incredible people who make CAKE what it is. Our CAKE Awards began with just one award at our very first birthday, and this year they’ve grown to three – each inspired by the qualities of Kelly’s family that we see reflected in our work every day.
These awards aren’t just about recognition; they’re about shining a light on the values we hold dear, and the people who embody them in the most meaningful ways.
Accountability & Ambition in Action Award
✨ Inspired by Kelly’s brother, Ben
This award honours the courage to own your choices and build on them with integrity, by transforming accountability into ambition. Inspired by Kelly’s brother, Ben, it reflects his dedication, resilience, and determination to keep pressing forward. His commitment was on full display earlier this year when he completed his very first Ironman in May — a milestone that perfectly captures the spirit of this award.
Winner: Justin Peterson
As Kelly’s partner, Justin has been part of CAKE’s journey behind the scenes, offering support, perspective, and encouragement every step of the way since he and Kelly got together. In his own career, he has achieved remarkable success while holding himself to the highest standards. Known for his integrity — doing what’s right even when it isn’t easy — Justin is a clear example of accountability and ambition in action, making him the perfect recipient of this award.
Strive for Excellence Award
✨ Inspired by Kelly’s dad, David
This award recognises the team member who continually raises the bar – not by never failing, but by showing up with resilience, high standards, and a commitment to always do (and be) better. It’s inspired by Kelly’s dad, David, who instilled the importance of hard work, resilience, and striving to be your best in every season of life.
Winner: Lisa Reynolds
Lisa’s warmth, attention to detail, and dedication shine through in everything she does. She consistently looks for ways to improve, whether that’s in the finer details of her work or in how she supports the people around her. She demonstrates a balance of precision and care, which has a ripple effect across the whole team. Lisa embodies the spirit of striving for excellence not by chasing perfection, but by showing up each day with commitment, pride, and the determination to make things better. We are so proud to honour her with this award.
Coralee Jacobsen Award
✨ Or as we like to call it, “the Oscars of CAKE,” inspired by Kelly’s mum
This award recognises the person who lives and breathes all of CAKE’s values – but especially community. It celebrates the person who lifts others up, radiates optimism, and brings people together with humour, kindness, and resilience. Inspired by Kelly’s mum, Coralee, it is rooted in strength, positivity, and the belief that community makes us stronger.
Winner: Melissa Garcia
Melissa’s impact on our team is felt every single day. She leads with positivity, brings people together with ease, and has a way of keeping our values alive in even the smallest moments. Her optimism is infectious, her kindness runs deep, and her resilience is something we all look up to. Mel doesn’t just talk about community — she creates it. That’s why we couldn’t imagine a more deserving winner of this year’s “Oscars of CAKE.”
Looking Ahead
Three years in, we’re so proud of what we’ve created – and even more excited about what’s still to come. Our awards remind us that CAKE is more than a business; it’s a community built on accountability, excellence, kindness, and heart.
Here’s to Justin, Lisa, Melissa – and to the entire CAKE team and community who make the magic happen every day.
Thank you for celebrating with us, and for being part of our story. Here’s to the next chapter (and many more slices of CAKE).
