The Stories We Share Around the Table

CLA alum Sarah Peterson (BA ‘95, journalism) spent decades telling other people’s stories. Then, she decided it was time to tell her own. Peterson’s recipe blog, Vintage Dish & Tell, began as a creative outlet, a place for her to explore memory, legacy, and identity in a more personal way. And now, that blog has become her very first cookbook.

As a lifelong Minnesotan, Peterson rooted her project in what she knows best: place. Inspired by community and church cookbooks, Dish and Tell: Recipes from the Heart, is a collection of family-favorite recipes that celebrates the richness of Minnesota’s food traditions—beyond hotdish and Scandinavian fare to the many potluck classics and comfort foods shared across generations.

We spoke with Peterson about the stories behind the cookbook, the memories that shaped it, and how her time studying journalism helped influence the way she approaches storytelling today.

How did your time in CLA shape the way you think about storytelling and communication?

My time in the College of Liberal Arts gave me the foundation for what I do today and definitely played a big role in shaping the way I think about storytelling and communication. It was at the School of Journalism where something truly clicked for me.

I entered college undecided and was considering a business degree. But after taking a mass communication class, I realized I had found my place.

Through my journalism coursework, I learned the fundamentals of news writing and storytelling, along with strategic communications — skills that have carried me through every chapter of my career.  

Looking back, my time at the U of M didn’t just teach me how to write, but it taught me how to listen, ask better questions, and find the heart of a story.

What gave you the confidence to start your own firm, Megaphone PR, more than 20 years ago — and what was the biggest risk you took in doing so?

I intentionally sought out strong women mentors who had built successful independent PR practices. I started by assisting them, and soon they were making referrals to me. They gave me the confidence that I could strike out on my own and were instrumental in helping me establish my business.

I had also reached a point where I knew I could do strategic media relations without the hierarchy of an agency. I loved working one-on-one with clients to uncover and tell their stories. As careers at agencies evolve, you often move further away from the storytelling and closer to management and new business development. I was less interested in that aspect of the job and just wanted to focus on storytelling and media relations. I knew if I struck out on my own, I could have the flexibility I wanted to focus on the parts of the job that I love! 

One of the biggest risks (in choosing to be independent versus having a full-time position with an agency or corporation) was the fear of the unknown: would I have enough clients and work to make a decent paycheck? I am very grateful that, through networking and word-of-mouth, I have always had a steady stream of work and long-term clients.

What inspired you to start your blog, Vintage Dish & Tell in 2019?

My career in PR has often intersected with various parts of the food industry. I have worked with restaurants, local food growers and major food manufacturers. I loved telling those stories. But after 20-plus years in PR and telling others’ stories or writing on my client’s behalf, I really wanted to explore a creative outlet to find my own voice.

Vintage Dish & Tell began as a creative outlet, my own personal corner of the internet where I could share stories that were mine.

At the same time, I was becoming increasingly interested in family recipes and food traditions as I raised my children. I’ve always been nostalgic, with a deep affection for my grandmothers, old family photos, and vintage cookbooks. Food became a way to explore memory, legacy, and identity in a more personal way than client work ever allowed.

What made you think, “this should be a book”?

After blogging for a few years and extending my storytelling beyond my family to interview other families, I started to think a book would have more longevity and these stories deserved to be in something bigger than my blog. 

My dad played a meaningful role in that decision. He was an avid reader who loved books and encouraged me to pursue the idea. He shared suggestions for what to include, kept a running list of meals my mom made, and sent me photos of her baking.

He passed away before the book was published, but his encouragement gave me the confidence to see it through. In many ways, the book is a tribute to him — and to the beloved family recipes that we all love and cherish.

You’ve built a career around communication. How do journalism, PR, blogging, and cookbook writing intersect for you?

They intersect more than people might think.

My journalism training taught me how to interview, listen closely, and structure a story. PR sharpened my ability to identify what makes a story resonate with a specific audience. Blogging gave me the freedom to develop my own voice.

The “dish & tell” process is built on those same skills. When I interview families about a beloved recipe, I’m asking: Where did it come from? Who first brought it to the table? What memories does it carry?

And now, as I promote the book and travel for events, my PR background helps me craft pitches, connect with media, and confidently share the story behind the stories.

In many ways, every chapter of my career prepared me for this one.

If you could speak to your 22-year-old self graduating from CLA, what would you tell her?

I would tell her not to worry so much! 

Your career will take some unexpected turns…no jobs are forever. Learn and take what you can from each experience and carry it forward to your next endeavor. 

Invest in meaningful relationships with nice people whom you admire. These are the people who will often become your mentors, collaborators, and champions.

Don’t be afraid of change. And remember — it’s never too late to pursue a new passion. Sometimes the dream you’re meant to follow doesn’t reveal itself until later! (I think I am proof of that—getting a book published in my mid-50s!)

Recipes from the Heart

“A cookbook that pairs cherished family recipes with personal stories and memories behind them. Inspired by the spirit of church and community cookbooks, the book celebrates comfort foods, potluck classics, and beloved dishes passed down through generations of Minnesotan home cooks.”

Purchase Dish and Tell