We were lucky to catch up with Derek Upton recently and have shared our conversation below.

Derek, thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission the drives your brand?

For over 10 years my mission in Phoenix has been to always Elevate the culinary scene in many ways, from unique pop up events, showcasing hi end cannabis infused food and education on cannabis wellness. That momentum lead to the meeting of the Clarendon Hotel owners and creating our brand Elevations , a unique events driven lifestyle brand. We are changing the way we look at hospitality and the customer journey by creating experiences both small and large that are memorable.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I have built my name and personal brand working the line and learning from some of the best chefs and restaurant owners in the Valley , EVO, Cafe Monarch, Becketts Table to name a few. Food for me is a therapy ,there is something special about cooking from the heart and speaking a language that transcends cultures. Doing pop ups and numerous culinary events set me in front of local media and Tv ,really solidifying my place as a chef in the scene. I became a voice for not only the food industry but also for culinary cannabis and showing what cannabis could be ,redefining the culture. Netflix reached out to be me in 2018 to be a featured chef on Cooked with Cannabis an original release in 2020, soon following was my debut on the first ever CHOPPED 420 .

Can you tell us about a time you’ve had to pivot?

When the pandemic happened I was working for Chef Daniele leoni of The Breadfruit & Rum Bar , a job I was passionate about, but unfortunately was forced out due to covid. Cooking is all I know , restaurants was all I really knew as a full time job . However I had to pivot and rely on me , I had to bet on me providing for myself , so I thrust myself head first into full time private dining . It was absolutely scary ,intimidating and at times seemingly impossible. Even still I put my head down and pushed even harder towards my mission , towards my goal, I didn’t want to just get by I wanted thrive and prove to myself I could be there for myself . Best thing I ever did , taught me who I was , how much I could handle and how much I could succeed when I believed in myself. Never Looked back and never will.

We’d love to hear the story of how you built up your social media audience?

Social media was the number one tool that made me stand out from most , I was just good at it, creating and more importantly being vulnerable and honest with my audience . Showing my journey through a unique lens , not caring of anyones opinions not only made me confident but showed everyone I was a real person building my brand the same as anyone is trying to do . I have learned that social media loves raw real content , the best way to sell yourself is to not sound like your selling yourself or products. Also be consistent with posting , social media algorithms are a numbers game, the more content and the more interactions will get you seen more often . Always be engaging and always make sure your audience knows you believe in yourself.

Contact Info:

• Website: www.chefderekaz.com www.elevationsss.com
• Instagram: @chefderekaz @elevationsaz
• Facebook: Facebook.com/derekupton
• Linkedin: linkedin.com/chefderekupton

Image Credits
Mindy Webb