Toronto creators are discovering homemade meals on Facebook Marketplace, building a hidden food scene

A new wave of Toronto content creators is scrolling through Facebook Marketplace not for used furniture, but for homemade meals — and building an audience around the discovery.

YoYo Soba, a North York creator known online as YoYo Yummy, started creating food content seven months ago after Toronto creator Tiff Eats encouraged him to combine his love of food, humour and content creation. About two months ago, Soba began reviewing meals sold through Facebook Marketplace. While he'd seen similar content from U.S. creators, he felt something crucial was missing: the story behind the cook.

"Every time that they would go to the creator's house or the creator's place of pickup, there was no story," Soba said. "I always wanted to understand the why behind why people are making food for people. Maybe it's their passion for food. A lot of the time, people are making food to make ends meet."

His first review featured cinnamon rolls from a baker called Bake It by Kristen — a listing Soba found while craving them. The video took off, turning the idea into his main social media series. One particularly memorable visit was to Entrees by Jay, a home cook who had turned his focus toward food while on house arrest. "To see him make a full 360 and focus on his love for cooking, that hit me a lot," Soba said. The review helped introduce Jay to a much larger audience.

Shoshana Rose, who has been creating content for a decade, has watched food trends evolve. As a self-described foodie with a background in cooking and restaurant reviews, Marketplace opened a different door. "On Facebook Marketplace, you'll find Jamaican food, Indian food, Filipino food, all different types of cultural food," Rose said. Toronto's multicultural food scene is a big part of what makes the trend appealing — listings feature everything from cinnamon rolls and lasagna to pupusas and dishes representing cultures across the city.

For both creators, the appeal extends beyond finding something good to eat. Affordability, personal stories and the feeling of eating home-cooked food draw audiences in. But the trend has raised questions about food safety. Both Soba and Rose research sellers and examine listings carefully before ordering, vetting the people behind the food before they make the drive across the GTA.