This week's industry insider is food blogger and creative content creator Sal of Sal's Kitchen. Sal thinks that food is an awesome adventure which everyone should have a part in. She dedicates her time to writing about all things food and cooking, as well as running her business creating creative content for small food businesses. We caught up with her to find out what she thought about our big ideas.
Tell us a bit about yourself! Who are you and what do you do?
My company, Sal’s Kitchen, provides creative content for foodie companies. A lot of people don’t realise that even if you have a really great website, it can be surprisingly ineffective if you never update it – so I help foodie companies set up blogs and then provide content on a regular basis, including recipes developed to showcase their products. Recipe development is my favourite bit of the job, but I also write posts on news, events and offers, as well as helping out with newsletters, press releases and social media, especially Pinterest.
How do you help small businesses?
My company is a small one, so I think I’m ideally placed to help other companies the same size. I provide a really personal service and as far as I’m concerned, this isn't just a job – it’s what I’m genuinely passionate about.
What does your typical day look like?
One of the things I love about my work is that it’s really varied! No two days are quite the same as I’m working with fascinating companies who have a wide range of different requirements. However, I tend to work in my office during the morning and then head to the kitchen in the afternoon, notebook in hand, to work on new recipes. If I started out in the kitchen then I’d probably end up spending the whole day there!
What does ‘artisan’ mean to you?
For me, it’s all about the skill that an artisan producer brings to their food. That’s where the great taste comes from – not from a mechanized process or bulk ingredients, but from a small number of people who have worked incredibly hard to create a great product.
How can small artisans stand out?
I think one of the reasons that artisan food companies are increasing in popularity at the moment is that people want to feel more of a connection with where their food comes from – particularly in the wake of certain food scandals. If small artisans make that initial connection, they can build a strong, lasting relationship that will not only make sure the customer keeps coming back, but that they recommend the products to all their friends! There are lots of ways to do this – social media, blogs, and face-to-face events like markets and tastings can all play a part. A big company just can’t compete on this level.
How do you think small artisan food producers should be supported?
When you start your own food business, there’s a lot to do! Artisan producers need to be able to concentrate on the most important bit – making delicious high-quality food – so that’s where companies like mine come in, to help out with the fiddly extra stuff.
What do you think is the toughest part of starting a small business?
When I started, one of the things I found most difficult was that so many people expected me to blog for them for free. When you’re new to the business, you’re flattered just to be asked to contribute some of your hard work, but I soon realised that the person asking me to do it was getting paid plenty just for asking me! You have to be a bit tough and make sure you value yourself, or no one else will. I think that goes for all entrepreneurs.
What do you think is the next big opportunity for small artisans?
The food business moves so quickly that it’s difficult to predict what’s going to be next! Keeping an eye on the global food & drink board on Pinterest is a great way to see what people are enjoying. Street food is huge at the moment, which I love because it pushes chefs to switch it up and get creative with ingredients, method and serving. I’d like to see it combined with another fun foodie trend – updates of traditional comfort food.
What are your words of wisdom for someone starting out?
If you’ve got a great idea, get stuck in. Too many people keep waiting for the circumstances to be ideal and end up never realising their dream. You don’t have to remortgage the house and leave your job straightaway – find a way to start testing it out and learning about the business. The hardest bit is taking that first step.
What do you think about our big ideas and what Kitchen Table Projects is trying to achieve?
I love the sound of a hub for emerging artisan companies. Not only is it great to have some support and encouragement when you’re starting out, but it’s also invaluable to connect with other people who are doing the same – you never know where you’re going to find the next big idea, a new way to promote yourself, or a new partnership.
You can find more about Sal and her creative content services on her blog, Sal's Kitchen, and she also tweets @Sal_Godfrey. Keep your eyes peeled for her new recipe ebook, Cheaper Than Chips, due for release in September - full up with all of Sal's best budgeting tips and delicious recipes.
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