Recipe Development: Cooking Up Photographic & Culinary Magic
Everyone has a love language; mine is creating food.
As a food photographer, I spend so much time behind the lens, but my first love is (and always has been) making beautiful food in the kitchen. In fact, it’s how I got into food photography in the first place!
I’ve learned that, while I absolutely love photographing other people’s creations, some of my favorite jobs are the ones that allow me to come up with my own creations; namely, through recipe development.
What Is Recipe Development?
Recipe developer is a vague term that can be used for anyone that creates recipes. As a food photographer, my recipe development work comes from companies who make food products that are meant to be used in recipes.
My job as a recipe developer is to bring a product to life by showcasing it in a recipe that is creative, on-brand, tasty, and photogenic. I create recipes that show off the possibilities of the product and make the reader think, “I have to try that!”
And that’s why hiring a seasoned recipe developer is absolutely crucial.
It won’t surprise you to hear that most recipe developers are professional food photographers and videographers. This is because food photography is a vital part of recipe development.
Your recipe is only as good as your visuals. Your photos are what will determine if your readers rush to buy your product, or scroll past it faster than you can say don’t judge a book by it’s cover!!
It doesn’t matter how delicious your recipe tastes, if it looks like you made it, dropped it on the floor, then took a photo of it with your iPhone 4, it never stood a chance.
Food photographers know how to capture a reader’s attention with images that jump off the page and tease the senses. Using surfaces, lighting, props, and fresh ingredients, we expertly set the stage and style the dish to make the recipe look oh-so-irresistible.
Recipe development is an art form and one that I’ve cultivated over the years. I’ve learned a lot, including that:
I prefer to make savory recipes over sweet recipes.
I believe that techniques are the key to developing a successful food recipe and this is one of my greatest strengths.
I thrive in the challenge of creating food that tastes incredible and knows how to work a camera.
Over the years, I’ve worked mostly with food companies and food manufacturers that need recipes to showcase their product; I love doing projects like these. My big dream is to work on a cookbook for myself or a client someday - If you have the same dream, let’s make it happen!
Why I Love Recipe Development
Growing up in Syria, my mother didn’t use recipes. The dishes she made were taught to her by her mother and grandmother. Now, living in L.A. I’ve become diligent about writing our recipes down for my kids as a way of passing on my family traditions.
I think this may be why I have always been passionate about food and recipes, ingredients, and techniques. I geek out over simple things like making a perfect bowl of steamed rice and finding the most delicious spice blend.
Working in the kitchen keeps me grounded, humble, and hungry for innovation and inspiration. It allows me to go back to my roots and play with veggies, proteins, spices, and herbs. It’s a chance for me to flex my creativity, get my hands dirty in the kitchen and really get to know my client’s product while I bring it to life in a tasty, tangible way.
And because recipe development isn’t the bulk of my work as a food photographer, these projects add variety into my day and reignite my creative passion for food and food photography.
Client Feature: Pacific Spice
I couldn’t write a blog about recipe development without talking about Pacific Spice Company (PSC). They’re a company I’ve worked with for years, and some of the work I’ve done for them is featured throughout this blog.
PSC is a California-based B2B spice company. They sell spices and herbs which are not only a dream to work with, they’re also uniquely beautiful to photograph. I love to create recipes that incorporate multiple herbs and spices that can be seen visually in pictures, and they’ve allowed me to do that time and time again.
I work closely with PSC on recipe development and have been creating recipes for their blog page and social media for years.
Here are a few of my favorite recipes I’ve created for Pacific Spice Company over the years:
My Recipe Development Process
My recipe development process varies with the client. Oftentimes, I’m hired for something specific; and other times, I’m given very little direction and more creative control over the final product. Either way, it’s collaborative.
Step 1.
My recipe development process begins by scheduling a strategy session with my client. I take a deep dive into their company and spend time really getting to know them. The goal of this meeting is to talk about their brand and what aspect of their product they’d like to highlight for their particular audience.
step 2.
Next, I shift my focus to the product. I talk about it, look at it, smell it, put my fingers in it (ok, not really), and sample it to really get to know what I’m working with. If inspiration strikes, I make sure to jot it down.
STEP 3.
I put pen to paper to brainstorm a list of potential dishes. I do a little research and narrow the dishes down to a few of the best options. Then, I send the client a recipe ideation presentation explaining each dish and why it would be a good option for their product.
STEP 4.
We review the presentation and select the final recipe. We choose the one that’s the most exciting, on brand, and photogenic. It’s important to note that I always develop recipes with the photographer and videographer in mind; building beautiful, photogenic recipes around a single ingredient. The final vision for the product is a key component to our ultimate decision.
STEP 5.
Finally, It’s time to break into my closet of props and surfaces and plan the photoshoot! But before I even step foot on the set, I outline my deliverables.
How many images am I delivering? A typical package includes 3 final recipe shots for the web and print. Clients will have a full gallery from that day’s photoshoot to choose from. From ingredient shots, to action shots, to final shots.
How will these images be used? Will they be used as poster prints, on packaging, on social media, or on your website? I’ll work with you to make sure I’m capturing exactly what you need.
Will there be video? Video can easily be added to any package, and I highly recommend doing so. Not only do videos bring life to your brand, they are a fantastic addition to your social media. If you follow social media trends, you know that video of any kind is the best performing content across all platforms. Check out this video I created for PSC’s pickling spice blend.
With a recipe and clear deliverables outlined, it’s time to create my vision for the shoot and make culinary and photo magic in the kitchen!
Recipe development stretches my imagination, pushes me in the kitchen, and always makes me reconnect with my passion for food.
A lot goes into recipe development but it’s something I’m so passionate about.
I absolutely love working with all kinds of companies and creating versatile content for them to use on their blog, website, and social media pages. For me, recipe development is fun, rewarding work that lights a fire under me.
If you’re ready to offer eye-catching, drool-worthy recipe content to your customers, contact me for a quote! I’d love to work with you.