Jennie Estrada Weber

When my daughter was four years old, her preschool teacher handed out a black-and-white drawing of an ice cream sundae. She'd never seen one before — not the drawing, not the word. So she named it herself: treat salad.

That's the name I built this brand on. And look at what she made: a paradox. Something sweet wearing a savory name — something that lives between categories. She named the gray area before I knew I'd spend so much time writing about it.

I'm a Berkeley-trained writer who taught teenagers to love language, then spent years at Zappos learning what words do at scale. But the truer résumé is this: I've written poetry, short fiction, and creative nonfiction since I was a child — usually in the margins of everything else I was supposed to be doing. I was 12 years old when my mother went back to school, and her college papers were my first foray into editing.

In 2016, I stepped back to raise my daughter — the same kid who invented TREATSALAD. She's heading to college soon. This time, I'm not stepping back into someone else's content. I'm writing my own.