Chefs, you probably have a personal Facebook page but perhaps you haven’t gotten around to setting up a business page. Or you have a business page but haven’t put much effort into populating it or promoting it.

Time to get off the dime.

I promote my writing business on Facebook with three pages: my personal page (hey, it’s my personal business), my Goldenwriting page, and my blog San Diego Foodstuff’s page. Plus, I have Twitter, Pinterest, Linkedin, and Instagram accounts. Am I on and posting all the time? Of course not. I work for a living. But I make sure that I have a regular presence on each. I’m probably most active on Facebook and Instagram. And on Facebook, I’m most active on my personal page and San Diego Foodstuff (not to mention APPCA’s business and group pages).

The point is that social media–and Facebook in particular–hones community and community is what I need to further my business. As personal chefs, you need community, too. You need people to be aware of you and what you do and offer. You need to whet their appetites for your offerings. You need to help them think about their culinary needs or health needs or lifestyle needs.

Despite its flaws, Facebook remains a great option for this.

Now perhaps you’re on Facebook and haven’t gotten much traction from your efforts. Have you considered how you’re approaching it? Have you asked for feedback from fellow personal chefs or friends you trust? Are you trying to engage people or just posting (mediocre) photos of food you’ve made? Are you offering them anything useful? Are you demonstrating to potential customers or partners who you are and what you’re interested in?

Now your Facebook business page isn’t going to save your business. But its got the potential to be a tremendous marketing tool. And, I’m hoping, the tips that follow can help it become just that for you.

  1. Strategize: Consider what you want to get from the time you expend on Facebook. More clients? Of course–but how? Who are your target clients? Families? People with special health needs? Those who want to get fit? Caregiving children of parents who need assistance to stay home? Men or women? Knowing who your audience is will help you better craft your messaging and engagement. It may also help you determine what time to post and how often. Working people probably log on early in the morning or in the evening, for example. One way to learn about who is visiting your page and when is to check your page’s analytics that are in the “Insights” section of the page.
  2. Offer something of value for free: These could range from cooking tips, health news, and food recall updates to recipes. Try subscribing to food site email newsletters and post intriguing news and ideas you get from them to your page. Great resources include Cooking Light, Time Health, Well Done, the Kitchn, Epicurious, and Health.com. But explore the web for others you’re interested in.
  3. Hold a quiz: Not only are they fun, but done the right way they can give you consumer information. Ask people what they’d like to see on a weekly menu, their favorite Italian-style dishes, how they use their slow cooker, their kids’ favorite meals… Maybe quiz them on safe cooking practices. You get the idea.
  4. Post beautiful food photos: We write about this here all the time, but some of you aren’t paying attention. Here’s just one of our posts, written by APPCA member and superb photographer Carol Borchardt. If you do nothing else, make sure your photos are in focus and are well lit. If they look lousy, admit it and don’t use them. Then work on ways to improve them–and you can do this even with a cell phone. Take a look at this piece and think about how you can use these tips for improving your photos. They’re your business cards.
  5. Engage in Facebook groups: One way to bring people to your business page is to participate in relevant Facebook groups so people can get to know you and want to hear from you. They could be food or chef groups (be sure to join and contribute to our APPCA group and Carol Borchardt’s new group Taste Matters). But consider other options, such as a local community group, a group dedicated to discussing health care issues you specialize in, and even totally unrelated groups that engage in topics you’re passionate about–politics, gardening, pet care. The point is you’re meeting people and they’re meeting you. Offer useful information to demonstrate your expertise, ask great questions, let them know what you do. They’ll surely subscribe to your business page–and perhaps generate referrals.
  6. Make sure all critical business info is on your business page: Is your name and geographical location listed? Your services? Your areas of specialization? Do you list your website and contact information? Don’t make people have to labor to find you. It may not be a client. It may be a newspaper reporter who wants to interview you.

Facebook business pages will only be as useful as the time you put into them–and the quality of your content. You can’t stay off for weeks or months at a time. You can’t post lousy photos. And you can’t try to promote your business with it if you don’t engage with others and draw them to it. A Facebook business page has the potential to be a great marketing tool, but only if you master best practices in running it.

Do you have a Facebook business page? What are your best practices and how useful has it been?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Photo from Reviews.com

Back in the ’90s, my parents lived in Boston and one of my favorite expeditions when visiting them was to a Newbury St. housewares store I loved. I no longer remember its name–and it probably isn’t there anymore–but back then they had an astounding array of reconditioned knives. I built my knife collection there and still have many of them, including a chef’s knife.

But back in San Diego at Great News!, a much-loved housewares store that finally did go out of business, I bought what immediately became my favorite, go-to, pack-when-I-evacuate-for-a-fire knife. It’s a Wusthof Dreizack Culinar santoku knife. I didn’t even think I needed a new knife until a friend who worked there put it in my hand. It fit perfectly. I have small hands and this knife made me feel for the first time that I had control.

You can talk about materials, craftsmanship, and price–all of which are important. But ultimately if a knife is going to be an extension of your hand, what makes a perfect chef’s knife is very personal.

“My mother-in-law bought me a Wusthof Ikon Santoku because she liked how it looked,” said personal chef and food blogger Carol Borchardt. ‘I’ve been in love with this knife ever since. It feels great in my hand because of the shape of the handle.”

For personal chef Suzy Dannette Hegglin-Brown, it was important to find a great knife guy and build a relationship with him. Hers, she said, is old school and knows what she likes.

“I like a well-balanced knife. I do not like a heavy knife,” she explained. “So my knife is a cross between a Global and a Henkel. The brand is an F. Dick. It fits my hand well. Not too heavy so I don’t get tired… Not so light that I feel like it’s cheap. It is an extension of my own hand. I love this knife. I have two of them. One for home and one for work.”

Photo from Suzy Dannette Heglin-Brown

San Diego chef Christian Eggert is a knife fanatic. He has been collecting them since he was a kid and said he has about 40. For Eggert, the quality of the steel is his first priority. “It equates to the knife’s ability to hold and edge and be resharpened.” However, he suggested that less experienced cooks should go with a Kyocera ceramic knife.

“They need to be careful with the brittleness of the ceramic as far as impact and cuts that require blade flexibility, but the warranty and inexpensive repair far outweighs the cost of a real knife,” Eggert said. “If you go for steel, though, I would recommend nothing less than a S30V or VG10 steel. These hold a true edge and can take a fair amount of abuse. When they want to get to a top layer steel R2 is world class along side D2 or other steels that add resilience and sharpen ability.”

Christian Eggert’s Mr. Itou knife

Then there’s grip. Linen micarta, Eggert said, is the best. “It gets grippy when wet and wears like iron. Ideally it should just about balance on your pointer finger. I like a little weight in my knife so I use a full tang custom (Mr. Itou). But again, even though they are very light, the Kyoceras are the knife I would recommend to most people for their ease of use, edge holding, and they are very light which reduces fatigue overall.”

Of course, a light knife isn’t for everyone and it can take time to get used to it if you’ve been a longtime user of heavier knives. Personal chef Jim Huff picked up an 8-inch Wusthof classic chef knife at Sur La Table because it felt “right” to him (and he got a nice discount as a student taking a class there). But he’s since picked up a Wusthof Pro Chef’s Knife that is much lighter. “I’m still adjusting to using it at home,” he said. “Up till now I’ve always preferred the heavier knives.”

Almost every quality food magazine invariably has stories dedicated to how to buy a good chef’s knife. Do a Google search and dig in. But you might also want to check out Reviews.com’s recent piece that lays out various features that aren’t subjective. They culled a list of 170 knives to 11 top performers. Then they put the knives through a series of tests–cutting herbs, carrots, butternut squash, and chicken. And they found that, just like the rest of us, the test wasn’t going to work as planned since right out of the factory, they would all perform well. Instead, it would be fairly subjective.

“Were we able to grip it comfortably? Was it too light or too heavy? Did the spine rub awkwardly against our index fingers as we chopped? These are the details that can make or break a cook’s relationship with their kitchen knife.”

But, even given the variety of testers, they were able to narrow the field down to some favorites, based on the user’s experience.

For many of us, of course, some of these choices come down to price. For Carolyn Tipton Wold, she went with what she was used to when she was training to become a personal chef and it wasn’t the most expensive. “I have a set of Wusthof and another well-known brand, but they couldn’t hold their edge when sharpened. Professional sharpeners wouldn’t sharpen them because the steel was too soft. I went back to my training knife and for $25, I haven’t been disappointed!”

Eggert noted that a Kyocera santoku will cost less than $50. Depending on the material, a Mr. Itou santoku will range from $400 to $600. More familiar names, like Kramers, Shuns, Henkels, and the like have a high price based on branding. But, Eggert said, there are far superior knives with a smaller price tag.

Serious Eats has a terrific guide by J. Kenji López-Alt. Here’s his list of things to consider (aside from personal preference). To my mind, these will help get you to personal preference:

  • Style: Do you prefer a slim-and-maneuverable modern gyutou-style hybrid knife, a rough-and-tough Western-style knife, or a more precise and delicate Japanese-style santoku?
  • Design: A good knife should be as fine-tuned as a race car with every aspect, from the curvature of the blade to the weight of the bolster to the shape of the handle, taken into consideration for optimal balance and performance.
  • Craftsmanship: Do the pieces all fit together tightly and firmly? Are the rivets going to fall out or is the blade going to separate from the handle? Is the finish on the handle smooth and pleasant to hold, and is the blade properly honed straight out of the box?
  • Materials: Is the steel hard or soft? Harder steels in Japanese and hybrid-style knives retain edges for a longer time but are tougher to sharpen. Softer steels are easier, but need to be honed and sharpened more frequently. Is the composite or wood in the handle durable and comfortable?

Once you hit all your priorities in terms of these four issues as well as price, then it comes down to how it feels in your hand and how it makes you feel about getting the tasks done with it. (And keep that feel-good condition. Don’t neglect sharpening and honing them!)

What chefs knife do you use and how did you come to choosing it?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

If you’re a personal chef who is starting to get requests from clients for vegan meals, chances are you freaking out just a little. Because while there are plenty of meat- and dairy-free dishes out there in the world that would be considered vegan—salads, sautéed or roasted vegetables, pasta and tomato sauce just for starters—that’s not the stuff of a well-rounded diet. People need protein, for starters, and they want complex flavors that are so easy to come by when you add in animal-based proteins.

So, where do you start?

A brief survey of some of our members yielded some favorite websites. And I’ve also included some I’ve found.

  • You might want to start at the Academy of Culinary Nutrition, which has a list of the Top 50 Began blogs. This directs you to blogs that will teach you how to make vegan yogurt to nut-based “cheeses.” Their top pick? Angela Liddon’s Oh She Glows. Their favorite recipe? Sundried Tomato, Mushroom and Spinach Tofu Quiche.

  • Member Jennifer Zirkle of The Ginger Chef in Michigan likes Forks Over Knives. This plant-based diet website evolved from the documentary of the same name. The site offers a meal planner, cooking course, articles, and, of course, recipes—435 of them. They also have an app you can download. So, you can be inspired by Smoky, Saucy Black-Eyed Peas; Pesto Penne; Sweet Potato Mac and Cheese; or a Festive Vegetable Pot Pie.

  • Member Suzy Dannette Hegglin-Brown of The Brown Bag Nutrition & Chef Services in Northern California is a fan of the blog Vegan Richa. Richa Hingle is its author. She’s been featured on Oprah.com, Huffington Post, Glamour, VegNews.com, The Kitchn, and many others. She’s also the author of Vegan Richa’s Indian Kitchen. On the day I visited her site it featured Peanut Butter Cauliflower Bowl with Roasted Carrots. She includes Instant Pot cooking, as well. And check out her Indian Butter Tofu Paneer. It looks divine.
  • The Vegan Society is committed to making veganism easily adopted. They publish a magazine, The Vegan—and if you subscribe, you also get access to a website that addresses nutrition and health, food and drink, recipes, shopping, travel, and more.
  • Cooking for vegan kids? Check out the list on Hummasapien. They include a range of kid-friendly recipes like Zucchini Tater Tots, Vegan Carrot Dogs, Vegan Broccoli Cheeze Chickpea Burgers, and Summer Vegetable Lasagna Rolls.

  • Chickpea Magazine is a vegan food and writing quarterly. Love the idea of Cauliflower Wings? Get the recipe here!
  • Chefs like Jamie Oliver have developed vegan recipes. Oliver has well over 100, from Whole Wheat Maple Cinnamon Buns and Sweet Potato & White Bean Chili to Homemade Mustard and Spiced Plum Chutney. He also has videos that will teach you how to make vegan gravy, chocolate pots, and raw “spaghetti Bolognese.”

Because vegan eating has gone so mainstream, you’ll also find plenty of resources on conventional food websites, like Food Network, Serious Eats, Food and Wine, and even Good Housekeeping.

Finally, we have a lovely recipe for you to try from member Carol Borchardt’s blog From a Chef’s Kitchen. This Thai Red Curry Sweet Potato and Lentil Soup will surely make your clients warm and cozy in these chilly winter months. (Note that Carol offers a choice of chicken broth or vegetable broth. Use the latter, of course, to make this dish vegan.)

Thai Red Curry Sweet Potato and Lentil Soup
from Carol Borchardt
Serves 6

Ingredients

2 tablespoons canola oil
1 large onion, finely chopped
4 cloves garlic, minced
3 tablespoons red curry paste (or to taste)
6 cups chicken or vegetable broth
2 large sweet potatoes, peeled and cubed (1/2-inch cubes)
1 can (15-ounce) petite diced tomatoes, undrained
1 1/2 cups red lentils, picked over
1 can (14.5-ounce) coconut milk, light or regular
Salt and freshly ground black pepper, to taste
1/4 cup chopped cilantro plus more for garnish if desired

Instructions

Heat oil over medium-high heat in a large heavy pot such as a Dutch oven. Add the onion, reduce heat to medium and cook 5 to 7 minutes or until onion begins to soften.

Add the garlic and red curry paste, give it a quick stir, then add the broth, sweet potatoes, tomatoes and lentils. Bring to a boil, cover slightly and simmer until potatoes and lentils are tender, about 20 minutes.

Add the coconut milk and heat through.

Season to taste with salt and black pepper. Stir in cilantro.

MAKE AHEAD: Can be made up to 2 days ahead. Cool thoroughly. Reheat on the stovetop or in the microwave for individual servings. FREEZER-FRIENDLY: Cool thoroughly and package as desired. Freeze up to 2 months.

 

Do you have vegan clients you cook for? What dishes are in your repertoire? What were your biggest challenges?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Part tradition, part cliché, New Year’s resolutions are inescapable. We vow to eat healthier, exercise, and in general seek self-improvement–and often lapse. But there’s something cleansing, optimistic, and inspiring about resolutions. And they help guide us to better decisions–whether personally or professionally.

In that spirit, we asked several APPCA members for their resolutions. And what we got back is indeed inspiring. We hope you’ll read these thoughtful remarks, then weigh your plans for 2018 and how you can make your life richer, happier, and more meaningful.

Anne Blankenship
Designed Cuisine

It has been a good year for me and it is SO ironic that when I finally get my business to where I want it, I’m having to slow down.  Very happy with my current client base and have room for 1 more but have a lot to consider.

My knees have gotten pretty bad and I found out this summer that I will have to have BOTH knees replaced when the time comes.  That will be April, 2019, after I receive Medicare.  Simply waiting for that to happen right now and trying to get by as best I can.  What’s so funny to me is that I can stand and prep/cook for 4-5 hours but trying to get off a curb is another story!

Therefore, one of my New Year’s resolutions is to start making plans for when I have to slow down.  I have a colleague/good friend who is interested in the personal chef business and is an outstanding cook.  We went to the same culinary school (although at different times) & have worked together in catering over the years.  So my resolution is to help her really improve her business Facebook page and Instagram account, as well as her LinkedIn profile.  I’m going to work with her on creating a Yelp business page and Google as well.  Short of creating a website for her, I am going to try and help increase traffic for her so that she can grow her business.  I refer a lot of inquiries to her that are for parties, since I only do up to 20 people.  (That was a big decision this year).

Since I am interested in teaching when I retire (March, 2020) I worked on that this year (wrote that article for A La Minute for you about that) and am keeping in touch with the community college where I plan to teach.  In addition, I signed up to help the American Culinary Federation with a project for exam questions for Certified Culinarians (I just did my due diligence this year to keep my certification).  I have done the paperwork part and will be participating in a webinar in January to help with that project.  This was a good refresher for me on the basics and is helpful for me if I am going to teach in the future.

I will have to take a break for rehab when I get the knees fixed in 2019, then hopefully back to my clients for 6  months and then retirement in March, 2020.  So helping to get my friend’s business strengthened and keeping up with continuing education are going to be on the front burner for me next year.

Javier Fuertes
The DinnerMaker

I have already started on some “resolutions”.   I have a newer, updated web site that I need to really concentrate on more for 2018 and get it to where it needs to be. Increase more traffic to it. Perhaps start a blog for it (Ohh Carol, I need some help…..  haha!)

Overall, I did get complacent in recent years with the business and, well, 2018 will be a year to get back to where I was a few years ago.

Besides that, I have my fitness side of business to work on some more. I am putting an income figure as a goal for that. A 3 month , a 6 month, and by next year.

Personal goals…. to get back to running a full marathon. I am currently committed to running the Marine Corps Marathon next October. With all the injuries I had this 2017, I can really use a good, healthy injury- free 2018.

Nancy Cordi
Mediterrania Chef Services

In 2018, I am looking forward to attending the Food and Wine festival in Aspen and New York as well as graduate from Escoffier International Culinary Academy! Hope you have a prosperous 2018!

Gloria Bakst
Chef Gloria B

My resolutions for this year are to give more speaking engagements and to do more consulting. I have been honored to speak/consult at the National Institutes of Health in May of 2018  for a rare form of cancer. It is their annual conference and will be in Maryland for the weekend. I’m coordinating with the director of the program and the chef at the conference a healthy food menu (hearty appetizers)with food stations all having cancer-friendly foods. I will also be doing individual consulting with some of the guests regarding their food concerns.  I will be doing a food demonstration  too.  There will be international guests, doctors, and patients with this form of cancer attending.  I’m very excited about doing this. It is the direction I’d like to move at this stage in my life. I am still happily cooking meals for my clients who have health issues. But as we get older standing on our feet all day is more challenging to our bodies!

April Lee
Tastefully Yours, Personal Chef Services

Resolutions: (1) To honor and guard private, sacred space/time for my Self and keep firm boundaries regarding time spent between my personal and business lives. (2) To expand the reach of the charitable side of my business, the Stone Soup Project which prepares and delivers free weekly meals to food-insecure seniors and families (by cutting back the number of regular meal service clients I have), and (3) To get to bed before 1 or 2 a.m. every night! (The last one will be the hardest to accomplish.)

Context: This year was particularly bad for my family as my 14-year old nephew died in January, having suffered more than 3 years of continuous hospitalization for a very aggressive form of childhood leukemia. My father was diagnosed in late July with terminal cancer; my mother suffered a stroke 10 days later (and is still disabled, in rehab, with no more insurance extensions after Dec. 24th); my father died in October, and here we are.

Life goes on. Life is sad, and life is sweet. Life is difficult and frustrating, and life is filled with blessings. There will always be fragrant herbs and happy flowers in my garden. There will always be good friends along with good food and wine to accompany great laughter … and tears. There will always be the hungry to feed, desperate lives that we can touch, because we can. Because we can, and isn’t that fantastic?

Happy new year to all. May 2018 bring you many opportunities to explore your passions and dreams.

Carol Borchardt
A Thought for Food and From a Chef’s Kitchen

I don’t plan to do very many things where my personal chef business is concerned. After almost 16 years, I’ve got it down pretty good. However, I’ll be continuing to work heavily on my blog. The passive income I’m receiving just because people are viewing my blog is pretty lovely.

Suzy Brown
the Brown bag; Nutrition & Chef Services

At the end of the year I will become a Certified Essential Oils Coach. With that my New Years resolution is I am starting to build the nutrition leg of my business.

The nutrition business will be called Thyme to Heal. I will be teaching classes and working with people one on one, showing them how to incorporate essential oils into their culinary creations and live a healthier life.

Shelbie Wassel
Shallots Personal Chef

For me, this coming year will be about giving back. I’ve reached a point in my business, where I’m actually happy with my client load and I’m enjoying working part time.  I would like to get more involved with helping the homeless and those who are panhandling in my community. And, on a more selfish note, I plan on lots of travel!  Starting with SE Asia this February… lots of cooking classes and fun eating in my future!

Jim Huff
Traveling Culinary Artist

My simple resolution for 2018: Stop saying I’m semi-retired….and actually ACT like I’m semi-retired!  Or should I say: Work less…play more?  I’ll pass on all the extra business that the trickle-down economics creates (tongue buried in cheek!)

Happy and successful New Year to All!

Christine Robinson and Dennis Nosco
A Fresh Endeavor Personal Chef Service

Where to start:

We are committed to organizing ourselves, honing in on more specialized menu plans and lists for Paleo, Primal, Keto, and Gluten-free menus—all areas of specialty but the lists and ideas are in mish mush lists…

Update and upgrade our website….well over due…I have already redesigned and ordered our new business cards…

Our own health and well being…after our loss in August of 2016 we were told by friends, family, and health care professionals that 2017 was for us…we got a taste of reality and had long and pointed conversations on our personal goals, as far as exercise and eating…we are currently on a cleanse for candida (revealed as a true problem for both of us—we finally landed on the right protocol,) and even in the face of holiday temptation, are doing very well and having the results we need.

Our time off…we are crazy with work and need to slow down, reorganize, learn to say “No,” and “When,” and “You have got to be kidding….”

Getting our house in order—2 years after moving we have curtains needing hanging, organizational stuff, spot painting, and all sorts of little stuff that we have put off…

So I guess the best summation is that we will be taking everything up a level or two, not in a ridiculous or unrealistic manner, but in a way that we will see results and then push forward…

The Merriest, Happiest, and Healthiest of holidays to each and every one of you…

Keith Steury
The Food Sherpa

2017 has been a solid year of business growth for me.  As is so often the case in life, it is a bit of mixed blessing.  More clients has been great for the bottom line, but it is quickly becoming apparent that I can’t continue to work at this pace for the long-term.  So, my over-arching resolution for 2018 is to figure out how to maintain/regain the balance between my professional and personal life (and amen to April’s comment about getting more sleep – lump me in on that one too)!

My big idea for 2018 is to block out time at the start of each quarter to identify concrete and achievable steps that I can take over each 3-month period to sharpen my focus as the year progresses and keep on track toward my over-arching resolution.  There is a lot of noise these days, so the more focus, the better!  Big initiatives I hope to tackle in 2018 (which are all very inter-related) include:

  • Business Expansion Plan
    • Documenting all business processes
    • Hiring a P/T Administrative Assistant
    • Updating my business plan for ongoing growth
  • Marketing Plan Review
    • Updating my website to ensure compliance with the latest industry standards
    • Refining my social media presence & usage
  • Networking/Mentoring/Professional Involvement
    • Establishing a relationship with the local Career Center, which provides technical/vocational programs for high school students in our County, including a culinary track.  I’d like to get more involved in this area, to potentially include giving presentations, demonstrations, or other related involvement with students who are interested in a career in the culinary arts.

Best of luck to everyone in 2018.  I hope business is good, life is balanced, and that you are all able to take some time to slow down and enjoy the holidays!

Heike Ashcroft
Just for You Personal Chef

Here is a quick response from Germany:

– I will be working on growing my regular client base
– I will be working on branching out into other directions to grow my business
– I will be working on my website and social media platforms
– and last but not least, I will be continuing to develop my culinary skills – obviously one of the most important aspects of my career.

Are you a dedicated culinarian seeking a career change? How’s this for a resolution: become a personal chef!

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

One  of the things we have tried to reinforce for personal chefs as a way to increase business is raising your profile in your community. Now this can happen in a variety of ways–public speaking, chef demos, and teaching cooking classes, for example. But it can also take the form of media participation. If you’re doing something unusual, like helping an organization raise money you could send out a press release to local newspaper editors. You could also send out releases based on your professional expertise, such as a personal chef’s tips for how to manage holiday cooking. These could lead to stories written about you or inclusion in a larger piece. Just being out in the community could lead to media attention you weren’t even anticipating. Or you could strive to get a regular column in a local publication or website or contribute to a blog (like this one).

Three of our members have gotten some media love recently, and we thought we’d share each with you as inspiration for what you can do in your community–and to give them some blog love!

Heike Ashcroft

Heike Ashcroft runs Just for You Personal Chef from Boston’s South Shore. She was featured in Wicked Local Hanover in November. The story highlighted her personal training license and background in nutrition, how she runs her business, and even interviewed one of her clients, Catherine Hummel and her husband Andrew Danieli of Marshfield, who have been utilizing Ashcroft as their personal chef for a year and a half.

“’Heike is unbelievable in her caring, her creativity and professionalism…we have gained our life back,’ said Hummel.

“Hummel said the couple is saving about 15-16 hours a week by not having to cook themselves, and creating more quality time with each other.

“’It is absolutely the best decision we have ever made,’ said Hummel. ‘It saved our health, our energy… even saved our relationship.’”

Heike isn’t really sure how the local newspaper’s interest in her and her business came about. All the reporter could do was tell her she got the request to write the piece from her editor. But, Heike’s best guess is something you should keep in mind as you decide how to market your business:

“I catered for a local fundraising event in a town nearby; the fundraiser was advertised in the town’s paper and it mentioned me as the caterer,” Heike recounted. “A friend of mine actually sent me a photo of the ad and, funnily enough, two days later I received a request for the interview.”

Note to self: Accept fundraising catering gig. You never know what will come of it later in the form of publicity and business.

April Lee

April Lee is a long-time personal chef in Baltimore. She was included in a recent round up of food-related activities in The Baltimore Sun. The piece highlighted her business, Tastefully Yours Professional Chef Services by Chef April Lee, and focused on her in-home cooking classes.

“’When I teach people in their homes, they’re the ones who do the hands-on work, using whatever equipment they have,’” she says. “’During the lesson, I will make recommendations on how they can best use what they already own.’”

Like Heike, April still doesn’t know how the story came to be. “This is a local lifestyle magazine and they were doing an article about interesting things families could do together. I don’t know whether someone referred my name to them or whether they just googled me,” she said.

Carol Borchardt

Carol Borchardt of A Thought for Food in Memphis, however, knows exactly how she got her gig with Community Table by Parade Magazine. Carol, who had written a regular column for her local newspaper until earlier this year when the paper had to make cuts, has also branched out with a successful blog, From a Chef’s Kitchen. She has a huge social media presence that helps feed traffic to the site.

“Community Table by Parade Magazine invites people to apply to become paid contributors,” she explained. “That’s all I did!  They do like for people to have an active social media following such as 10,000 FB “likes.”  I’m only at about 7,800, however, they liked what they saw on my blog and saw my potential for growth so accepted me.”

Carol has been writing for Parade since last March. Recently, she wrote a round-up of Breakfast Casseroles from food bloggers, noting, “I can pretty much do anything food related.”

So, what’s the secret to getting this kind of attention?

April gives a lot of credit to having a robust and well maintained website. “I will say that it’s important to keep your website current and do what it takes so that your name/site comes up as one of the first few for your particular county/area … all that SEO stuff.”

Carol would advise anyone who is looking for media attention to get active in their local food community–going to events, helping out at events. She said that’s where the local news media is going to be and it’s prime time to get noticed.

“The way I got the newspaper gig was to become more visible and I met a local food columnist who in turn worked with the newspaper to get me the gig,” she said.

And, when one gig goes away–like that local column did for Carol–consider it an opportunity to take up something else. For Carol the time she spent on the column instead went into developing her blog, which, in turn, led to the Parade gig.

Heike is making the most out of the local story on her. She’s put a link to the article on her Chef Heike Facebook page and her website. And, guess what–following the article’s publication, she received business inquiries and is in the process of following them up.

“I am thinking of re-publishing the link on FB at the beginning of the new year as people will get back into their daily routine after the holidays and may have renewed interest,” she added. “I am also hoping to have the budget next year to re-design my website for it be to more interactive so that I can easily post recipes; links to news articles; or write short blog entrees. I am learning step by step to market my business on social media, and for now try to balance my time between cooking and posting and keeping a presence on FB and Instagram.”

She’s working it! And it may lead to future articles–or writing for publications herself, like Carol.

The big takeaway? Be out there, talk up your business and your achievements, and take advantage of opportunities–or create them yourself.

Have you been featured in your local publication? How did it happen and what did you then do with it?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

 

It has been a little over a year since we last checked in with member Carol Borchardt. Carol owns A Thought For Food Personal Chef Service in the Memphis, Tennessee area and also has a thriving food blog called From A Chef’s Kitchen.

Carol told us all about how she began her food blogging venture in this How I Fell Into Food Blogging post. We asked Carol to give us an update on how everything was going with developing a food blog as an additional source of income and the other creative avenues she’s pursuing in addition to her personal chef business.

As you recall, I had a slow start and at first hit some roadblocks with my food blogging endeavor. However, I feel everything is now coming together rather nicely.

To recap my journey, I became intrigued with the idea of having a food blog after reading Dianne Jacob’s book, Will Write for Food. I read her book because I was doing a biweekly food column for our local daily newspaper that involved recipe development, writing and photography.

After a fall in a client’s kitchen three years ago put me out of commission for a six-week period, I decided that was a good time to start my food blog.

However, my original concept, which was based on my love of cookbooks, seemed to confuse everyone. Most people thought all I did was rework and republish cookbook recipes. I got worn out explaining that wasn’t all I did so I decided to rebrand and change direction two years ago to my current focus, From A Chef’s Kitchen.

Earlier this year, my newspaper column was discontinued due to budget cuts and layoffs at the newspaper. I was a little relieved about that because it enabled me to spend more time on my blog and now I’m beginning to see the fruits of my labor:

  • My traffic is increasing nicely. I have just over 70,000 unique visitors (an important metric brands use that indicates new visitors) to my site each month.
  • The competition is fierce, however I’ve been able to work with a number of brands on sponsored posts.
  • Ad revenue I receive each month has replaced approximately three cookdates and it continues to grow. This is passive income I earn just by having people visit my blog. I still love my personal chef business and clients, but it’s wonderful not to have to stand on my feet all day for that income!
  • I’m now a paid contributor to Parade Magazine’s website, Community Table. I was fortunate to be accepted because they generally like contributors to have at least 10,000 Facebook followers. My From A Chef’s Kitchen page is just over 7,300, but they liked what they saw on my blog. I’m able to post articles and recipes but have been doing mainly collections of recipes such as:

There have been some real eye-openers since I began blogging. I really didn’t pay that much attention to food blogs until I read Dianne Jacob’s book. However, the fact that food blogging is an entire industry and can be very lucrative was an eye-opener such as:

  • There are several paid membership websites by food blogging pros where they share their knowledge and resources.
  • There are countless food blogging conferences around the country, which, I’ve attended several. At one of the conferences, I had the privilege of taking a workshop with one of the best food photographers in the business, Helene Dujardin.
  • Brands work with food bloggers as a cost-effective way to “influence” their readers to buy their product. These are referred to as “sponsored posts.” The brand pays the food blogger to develop a recipe and post for the product. This can be extremely lucrative for food bloggers–especially if their blog is popular.
  • There are ad networks that manage ads on your website enabling you to receive passive income. I’m with MediaVine.
  • There are affiliate sales programs where you earn a commission if someone clicks on an affiliate link on your blog and buys the product.

However, two of the biggest eye-openers were, the amount of time required to be successful and that as a food blogger, you wear many hats. If you want to be successful, you have to treat it like a business and build your brand. Obviously being a good cook is important, but you have to be everything else including the writer, the photographer, the programmer and the promoter. As the promoter, you have to be on top of all the social media trends and how to stand out in a sea of food bloggers. I’m at a point where I’m considering hiring a virtual assistant to help me with the social media.

My biggest challenge has always been and continues to be social media; I’m not a very outgoing person. However, the only way to grow your blog is through social media so I just do it and try not to think about it. There is still more I could be doing to grow my blog such as doing food videos, but my personal chef business still takes up a significant amount of my time.

I really love that as a food blogger, I can be as creative as I want to be. I always enjoyed developing recipes prior to becoming a personal chef and then developing them for my clients. Food blogging is a way to share them with the world and it has solidified my identity as a personal chef.

Becoming a publisher and photographer has taken a lot of time and there have been numerous struggles along the way. Shortly after writing How I Fell Into Food Blogging, I went through a particularly discouraging period because my traffic was not growing. I really wondered if I should keep doing this. Some of my photos never get to my blog because I don’t consider them good enough and I’ve wasted an entire day. However, I get right back at it and remake the dish or photograph it again. It’s all about not being a quitter.

As far as what’s next, I’ll continue working as a personal chef, however, I’ve scaled back to working three days a week when possible. I’d love to do a cookbook of my own or be the photographer for one.

Seven years ago when I shot my first food photo for the newspaper, I never dreamed a well-known food photographer would tell me my photos were good. Anyone can do what they set their mind to.

Are you doing anything professionally to augment your personal chef business? It doesn’t have to be writing. It could be studying to be a nutritionist or becoming a recipe developer for restaurants or corporations. What makes your heart sing?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Rainbow Swiss Chard, The Morning Star Ranch3

If you’re working with clients who have type 2 diabetes, hopefully you’ve consulted with nutritionists and learned what a well rounded diet is to keep them healthy and happy. All the experts say the best foods for T2 diabetics—the “free” foods—are the green foods. Lettuces, kale, Swiss chard, broccoli, asparagus, Brussels sprouts, and the like. This isn’t to say they shouldn’t eat carrots, squashes, beets, string beans, radishes, sweet potatoes, or other vegetables. They absolutely should eat a rainbow of vegetables to get all the nutritional benefits. But many—like carrots, sweet potatoes, and winter squashes—have higher carb counts so they can’t enjoy a free for all with them.

But if you think vegetables, especially greens = salad, stir fry, steaming, or boiling but nothing more imaginative, you couldn’t be more wrong. Here are some alternatives to the same old, same old.

Warm Roasted Cauliflower and Chickpea Salad

Carol Borchardt’s Warm Roasted Cauliflower and Chickpea Salad

Roasting vegetables could become your best weapon to beat veggie boredom. Your client may wince at the thought of eating Brussels sprouts, for instance, but roasting them brings out a whole other set of caramelized flavors. You can do the same with baby artichoke hearts in the spring and summer—just strip off the outer leaves till the light green ones appear. Broccoli, string beans, and asparagus also benefit from roasting, as does cauliflower. In fact, you can make “steaks” with cauliflower. Cut the head into thick slices, rub with olive oil and herbs, and roast. Red bell peppers are terrific roasted, skinned, then marinated in olive oil, herbs, and salt for an appetizer. Try steaming, then marinating eggplant in olive oil and garlic for an appetizer.

Mushroom Barley Soup

Mushroom Barley Soup

Soup can be a terrific way to eat greens. Add Swiss chard or kale to a mushroom barley soup or bowl of lentils. Or feature greens in its own soup. Don’t love the texture of broccoli? Want to change up asparagus? Chop it up and place it in a pot with low-sodium chicken or vegetable stock just to cover and a couple of chopped red potatoes. Add herbs, salt, and pepper. Bring to a boil, reduce the heat, and simmer until the vegetables are softened. Then either put the mixture in a blender or use a stick blender to create your own low-cal, low-carb creamy soup.

In the heat of the summer make a chunky gazpacho soup. Nothing could be better for you nutritionally and it’s packed with the bright flavors of tomatoes, cucumbers, radishes, chiles, cilantro, and garlic. Want some protein with it? Add roasted shrimp or fresh crab.

Use greens as wraps instead of bread. It works at In ‘N Out. It’ll work for you. Slice roasted chicken or turkey, add some marinated veggies or pickles, wrap in Romaine and you’ve got a crunchy “sandwich.”

One of my favorite dishes to teach to kids in the kitchen is zucchini pancakes. But what we always do is list off other vegetables you can make the focus of pancakes. How about spinach or other greens? Or carrots? Or broccoli? Or turnips? Or a combination of favorites? The key is to shred them so they’ll incorporate into a pancake.

Zucchini Pancakes

Zucchini Pancakes

Are you clients missing potato chips? Try kale and Swiss chard chips. Here’s a way to mix your greens and get your crunch. Wash and thoroughly dry the greens. Then strip leaves from the tough ribs and roughly chop the leaves. Toss with a little extra virgin olive oil, salt, and pepper. Spread out on a baking sheet and bake at 275 degrees until crisp.

You know you can sub spaghetti squash or spiralize zucchini for pasta. But what about a substitute for rice or couscous? Cauliflower comes to the rescue. This is a neat trick I learned. Cut up the florets, putting aside the stems to snack on. Then put the florets into a food processor and pulse, pulse, pulse until the pieces look like little grains of rice. (Be careful that you don’t just run the food processor and it turns to mush.) You can use it raw, like a grain, tossed in a green salad. Or sauté the “cauliflower rice” in a little oil, then top it with tomato sauce for an extremely low-carb dish. You can freeze the raw “rice” to use later.

And don’t forget the smoothie. Most people assume smoothies are fruit based, but I like to mix it up with spinach and low-carb berries (frozen in the off season)—and a little banana. This is a perfect breakfast and for someone trying to make sure the day doesn’t go by without vegetables, you’ll know at minimum you packed in a couple of cups first thing in the morning.

How do you make sure your diabetic clients get enough greens? Share your favorite dishes!

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

We regularly feature member chefs in this blog and when we do, we like to have photos of both them and their magnificent food. But you’d be surprised at how many people don’t have what we consider to be one of the most essential marketing tools for a food business. It made us think that it was time to remind our members that to grow their business there are certain basics they need to invest in–whether it requires time, money, or both. They won’t guarantee that you get new clients, but not having them certainly puts you at a disadvantage.

We asked members via Facebook what their most essential marketing tools were and we got three answers: car magnet, word of mouth, and a great website. We can’t speak to the effectiveness of a car magnet but certainly a good website is a must. As for word of mouth, well, there’s nothing better. But word of mouth is a result of good marketing and great delivery; it’s not something you can generate on your own.

So, here are the five marketing tools we think are essential for personal chefs to employ–and these are just the minimum.

A good photo of yourself and a variety of beautiful photos of your food. If a reporter or blogger gets in touch and wants to do a piece on you, unless they can send over their own photographer you have to have photos available that they can publish. If you’re teaching a cooking class or doing a demo at a store, they’ll want photos for promoting the event. The food photos have to be sharp, well lit, and well composed.

Oven-Roasted Artichokes

Oven-Roasted Artichokes

 

Chef Carol Borchardt's Cornish Game Hen with Clementine Glaze

Chef Carol Borchardt’s Cornish Game Hen with Clementine Glaze

You must have a photo or two of yourself that is also sharp and well lit and shows you off as a professional and who you are. And the photos must be large enough/have high enough resolution so they don’t look fuzzy when enlarged. Need a primer on shooting good photos? We have you covered in this guest post by APPCA member Carol Borchardt of A Thought for Food.

eprewitt

 

IMG_0891

Shelbie Wassel

Business cards. Attractive, professional-looking business cards must be on you at all times when you’re out and about. Keep them in your wallet, keep them in the pocket of your chef jacket, keep a bunch in your car. Just keep them with you. They must include your name, your business’ name, contact information (including your website URL and Facebook page URL), what you do, and the region you serve. Don’t be shy about using both sides of the card.

A Facebook page. Let us rephrase this, an active Facebook page. We’re all about social media, but we recognize that time can be an issue. If you can, use Twitter, use Instagram, use LinkedIn. But above all, use Facebook and post regularly (at least a couple of times a week) because it’s both a more intimate and expansive way to let potential clients see what you’re doing and learn more about you. It’s an opportunity to reach out to others and show off your talents, brag about your work, and learn how you can help others. Join a group and network. And what do you need for a good Facebook page? See above. Good photos.

Brown Bag

Your chef’s coat. We’ve written about this before. Your chef’s coat tells the world who you are. Wear it into a market and people will ask what you do. Wear it on public transportation and it’ll generate conversation. In short, it’s a no brainer to wear it in public when appropriate–and, of course, keep the pocket filled with business cards to hand out to fellow customers or the butcher or fish monger or farmer.

Angela Rose

Natalie Lewis

A good website. Yes, we finally got there. But what does “good” mean? According to APPCA member Christine Robinson of A Fresh Endeavor, it’s “Ease of use, key word driven on search engines, no ads, not mucking it up…all info transparent and straightforward….pricing, etc right on there…this may be an East Coast thing, but people don’t want the back and forth…we tend to move quickly and if info is vague, we move on to the next….”

For Carol Borchardt, it means thinking about who the customer is going to be.

“The customer/client of a personal chef is most likely going to be affluent, sophisticated, well-traveled and educated. I cringe every time I see typos on a PC website in addition to incorrect capitalization/lower case usage,” she says. “A website in late 2015-2016 needs to look clean, modern and flow well. Even the colors and fonts have to say 2016! Many of our clients probably have their own business websites, so they know what works, what doesn’t work and what looks good. Music is nice when you’re serving a dinner for two, however, music on a website can be a dead giveaway and startling if someone is doing a little web surfing to find a personal chef while at work. Websites also need to be “mobile-friendly,” as the vast majority of people no longer sit down at a computer to search for something–they do it on their phone or tablet. Google now penalizes sites that are not mobile-friendly. My site is not “mobile-friendly” at this point and I’m not worried about it because I stay busy. If a new PC can not afford to have a website professionally built, there are simple platforms such as WordPress or SquareSpace to put together a nice-looking website.”

A Thought for Food

We actually have even more basic requirements–because, surprisingly, they are often missing. They include your name, where you are located geographically, what services you provide, a simple way to contact you, and the mention that you are an APPCA member and inclusion of the logo (to give you credibility). You are asking people to invite you into their home. They must know who you are and have confidence that you are legit.

These five marketing tools are the building blocks for getting attention and getting hired. Do a great job and at that point, you gain good word of mouth from clients. And get featured in media. And asked to do cooking classes or demos. And all the other things that make up your own aspirations. It’s all about being the quintessential professional who takes pride in his/her skills and accomplishments.

What are your essential marketing tools? How are you promoting yourself and your business?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

As we all know, there’s no way to prepare 100 percent for surprises in our businesses or personal lives, but giving some thought to “what if” certainly doesn’t hurt. Things happen. It could be an injury to you or serious family illness. You just never know what may suddenly pull you away from your work.

Chef Carol Borchardt, who is generous with business advice and photography expertise

Chef Carol Borchardt

For Carol Borchardt of A Thought for Food, it was getting her foot hooked in the strap of one of her grocery bags that sent her flying to the floor and fracturing her right knee. At the home of a woman who was the recipient of a gift certificate. While Carol didn’t need surgery, she had to stay off her feet for six weeks, using either crutches or a “saddle stool” her hairstylist loaned her. She clearly couldn’t even drive.

How did she handle her client load? “I notified my clients by telephone,” she says. “I didn’t feel e-mail or texting was appropriate. I generally have about 15 to 16 clients and called one or two per day, depending upon when I was scheduled to cook for them. They were all GREAT. Fortunately, this happened at the end of May 2014 so many were taking vacations anyway. The doctor told me I’d be out for six weeks, so most only missed one cook date as most of my clients are monthly.”

To keep on schedule, Carol went back to work while still in a brace, with the help of a friend, but got back to her routine pretty quickly after that. And while on enforced rest, she stayed productive, studying food photography and launching her blog, A Cookbook Obsession.

Jim Huff with APPCA executive director Candy Wallace

Jim Huff with APPCA executive director Candy Wallace

Jim Huff of Traveling Culinary Artist has had these health surprises happen twice in his career. The first was after emergency surgery in Arizona at the end of a vacation. His wife called all his clients to explain the situation, which turned from one week off to three weeks away. He was able to return in the fourth week with the help of an assistant. “All my clients were happy to wait for me and ate whatever was stored in their freezers, ate out, and cooked some,” he says.

The second time was also for surgery, but this time, Jim had time to plan.

“I approached each client and asked what they would prefer: Me to cook extra and fill their freezers or arrange for another chef to cover,” he explains. “Coincidentally, two clients were traveling for much of the planned time off and two preferred me to fill the freezer and one just cooked or ate out for the duration.  All were very happy to have me back to good health. That time my wife was working with me as she was between jobs, so my return to work was smooth.”

Jim has filled in for other chefs on occasion. In these situations, the chefs communicated with their clients regarding menus, payments, and other issues. “This worked well, since the chefs I worked for kept control and I accepted a reduced rate from them as I wasn’t doing the menu planning, etc., and I was helping them in a time of need.”

ChefKathy Kathy Dederich

Kathy Dederich of Chef, Please is dealing with this issue now. In early July, her husband Dan suffered a  traumatic brain injury at work. After being airlifted to a nearby hospital for surgery, he is now recovering in a rehab facility four hours from their home. She expects to be there at least another couple of weeks and then Dan will move to a more intensive rehab facility where family members are not allowed to reside–meaning Kathy will return home to work.

“As luck would have it, I received more calls/emails from new/prospective clients than what I had gotten in the last six months,” she says. “Fortunately, two families have indicated they will wait until I am ready to come back to work. They have both expressed their concern for both Dan and me and send their best…mind you, I have yet to meet them.

“My regular clients have been extremely supportive as well,” Kathy adds. “They call on a regular basis to see how we both are. We sort of have an understanding that as soon as I can, I will be back to cook for them. My plan is to ask for a list of their favorites that they’d like me to make my first week back.”

For those potential new clients who had immediate needs for various functions, Kathy referred them to a friend of hers who is a full-time chef at a senior facility. She says there aren’t many legitimate personal chefs in her region so she didn’t have many referral options.

For Kathy, not working has been the right decision for her. But she encourages others to review both their finances and legal documents. “We had these completed when we were still in Illinois, but wanted to make sure we were compliant with the state of Arkansas,” Kathy says. “We finally did this in early spring. It has been a God-send because everything is in place.”

eprewitt

If you’re lucky enough to plan for enforced time off because you’re pregnant, you can consult with clients to figure out the best approach. That’s how Elizabeth Prewitt of Silver Plum Personal Chef has been handling her future. With a due date of August 23, she scheduled clients through the 12th with the understanding that the last couple of dates might have to be unexpectedly cancelled if he showed up early (he didn’t and as of now, they’re still waiting).

Beth started telling clients in person about three to four months ago. She hired an assistant toward the end of her work period, but it was clear that the assistant was to help her. She wasn’t a Beth clone.

“So as the due date got closer, and I realized that I was simply going to have to take time off with no replacement/contingency plan for my clients, I let them all know, again, in person,” Beth explains. “My plan is to take two to three months off, and start scheduling again when I’m ready. (I have yet to secure child care, which will probably dictate exactly when I can start working again—my next huge stressor!)  Since I’ve never done this ‘having a kid’ thing before, I didn’t want to make any promises I couldn’t keep, so I haven’t given anyone a firm return date. As most of my clients are families with young kids, and I primarily communicate with the ladies of the households, they have all been very understanding with this. This doesn’t mean I’m not worried about client retention, though. The longer I’m away from them, the more likely they are to find other solutions that work just fine for them.”

So, what are the takeaways from these chefs’ experiences?

“Kathy Dederich said it when she told us, “I encourage others to do a review of their finances as well as legal documents,” says Candy Wallace, the APPCA‘s founder and executive director. “Knowing where you are can save a lot of time and angst in a crisis.

“Jim Huff and Carol Borchardt turned to family and friends for physical assistance in their abbreviated operation of businesses, and ALL of the chefs did the smart thing in contacting their clients immediately and including them in the decision-making process of keeping their businesses viable during their recuperation processes as well as allowing the clients to take part in the planning process of their return to operations,” Candy observes.

“Carol was able to use much of the enforced time off to learn a new craft, food styling and food photography, which has become an enriching part of her culinary business plan,” adds Candy. “And Beth Prewitt is settling into a new home and getting ready to be a new mom. I think you could say they used ‘down time’ to forward the action for their futures.”

But Candy does emphasize the importance of getting to know and befriend colleagues to get learn one another’s specialties and levels of experience so you can refer business back and forth to each other–and back each other up in case of emergencies like the ones above. And she relates a story that hits close to home.

“Many years ago I was out training two new members in San Diego when I arrived at home to find all of my neighbors standing on my front lawn. When I got out of the van I was told that my husband Dennis had had a heart attack and had been taken to a local hospital. I took off immediately for the hospital and did not return home until around 3 a.m. when the cardiologist told me Dennis was going to live and sent me home. I arrived and found all the lights on in the house and the doors open. I thought, great, Denny is in the hospital, and now it looks as if we have been robbed…I walked in and found a group of local personal chefs I had worked with over the years waiting for me. They had cleaned our house, filled the fridge and freezer with heart-healthy meals, and had gone through my file info and contacted all of my clients to let them know I would not be available for the next three months while I helped Den recuperate, and that they would be providing service on their regular schedule.

“There was nothing I could say. I sat down on the couch and burst into tears. That night the APPCA was officially created to support the chefs we trained through the original Personal Chef Institute. The association was created so that all members could experience the genuine support and respect for one another we experienced as a result of Denny’s heart attack. Talk about a silver lining.

“Please make an effort to get to know your local colleagues. Offer to go along with one another on occasion as an unpaid guest chef so you can know one another’s skill level and get to know one another on a personal as well as a professional level. Refer appropriate business leads back and forth to one another. I say it often, and I’ll say it here again, ‘We are all in this together as personal chefs, and it simply makes sense to take care of one another and take care of the personal chef career path so that we all win at the career and life path we have chosen.'”

What plans have you made for your business in case of a health or other emergency?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

Fresh From Your Kitchen’s Leslie Guria has a plan–and that’s to launch a food blog to complement her personal chef business. “I’m going to start with a few topics… recipes, farmers markets, cookware reviews, organization, then ultimately focus on the areas that bring in the most traffic,” she explains.

Like many aspiring bloggers, this APPCA member is interested in developing a passive stream of income and Leslie’s studying food photography and monetizing to make that happen. Unlike many who have these dreams, she has a background in small business marketing, so she’s confident that she can make a go of it.

Food blogs can serve a number of purposes for personal chefs. They can help promote your business. They can promote you as an expert and even a brand. They can allow you to go off into areas of interest that feed your soul even if they aren’t directly related to what you do day to day. And, if you’re very smart, very talented, a workhorse, and lucky, they can create a new revenue stream.

But you’re up against a lot of competition. It’s impossible to know just how many food blogs are out there, but there are millions and the numbers keep growing. The trick is to find your niche. Is it recipes, cocktails, vegetarianism, special diets, produce, regional food, restaurant reviewing, your grandma’s traditional Italian cooking?

Header5

For APPCA member Carol Borchardt of A Thought for Food her blog is named for her passion, A Cookbook Obsession. Carol has put more research and effort into the care and maintenance of her blog than most. She began with having it attached to her business website, but didn’t see a lot of traffic coming in–mostly, she deduced, because another blogger had already established his blog with the same name as her business using .net instead of .com. He already had sewn up the “athoughtforfood” social media handles, too. (Lesson #1, if you can, purchase as many suffixes for your beloved business name as you can afford.)

Mexican Shrimp Cocktail

Mexican Shrimp Cocktail

So, after suffering a knee injury last year that put her out of commission for several months, she spent her time studying food photography. She also realized that her business was taking a physical toll on her and that she might have to give it up someday. At that point Carol decided that, “it would be nice to have something food-related to fall back on or already have in the works if that time ever comes, and A Cookbook Obsession was officially born.”

Oven-Roasted Artichokes

Oven-Roasted Artichokes

Carol has collected about 1,200 cookbooks over the years and uses these and new ones coming in as the source of inspiration for blogging. “It’s where I share recipes from my cookbooks that inspire me along with my original recipes. Because of copyright laws, you can not reprint or republish recipes as printed, so I always state ‘inspired by’ or ‘adapted from’ and write the recipe as I made it. My plan is to become more of a ‘cookbook resource’ for readers. I’ve added doing cookbook reviews through Blogging for Books, which is great because I can now get free cookbooks in exchange for the review.”

It’s no coincidence that these talents have helped her writing a biweekly food feature, Dinner for Two, for the local Memphis newspaper, The Commercial Appeal. Now in its fourth year, she’s written more than 100 pieces for the paper.

blog-logo

Chef Natalie Lewis launched Natalie’s Daily Crave on her business website about five years ago. “I started it simply because I want to share all of my food experiences with other people. I want everyone to be as excited as I am about the food I’m tasting and the recipes I create or find! Food is way more fun when it’s enjoyed with others. I would describe Natalie’s Daily Crave as a blog for the home cook with recipes that are approachable and straight forward. It’s geared towards people who enjoy cooking and I like to provide recipes you can keep in your back pocket for those special days when you want to make something just a little different than the norm.”

Red Wine Braised Oxtails

Red Wine Braised Oxtails

For Natalie, blogging takes a lot of time because she does it all herself–both recipe development and taking photos. A friend who is a professional photographer has helped her with tips along the way, but it can sometimes take hundreds of photos to get just that right shot–and that’s after figuring out staging and making the dish look appetizing.

“That fork resting on the side of the table? The perfectly folded napkin tucked under the plate? All of that is carefully thought out to achieve a desired look,” she notes. “I admire food photographers who do it for a living and I’ve learned so much about the effort it takes. Oh, and I haven’t even gotten to the actual writing and posting yet. Let’s just say it’s definitely a labor of love!”

Carrot and Avocado Salad

Carrot and Avocado Salad

Some bloggers post daily, some post weekly or twice a week. Natalie tries to post monthly or at least around holidays, knowing that she’s developed enough of a history for people to find recipes when looking for something specific. For her, it’s a way for her to express herself and have a platform. “Making others happy and getting them excited about food is exactly what fuels my passion. I also think it’s a great way for clients and potential clients to see what I’m up to on a personal level.”

Given Carol’s intention of monetization, her approach is much more driven. Like Natalie, she’s immersed in cooking dishes, photographing them, uploading and editing photos and writing the post–she estimates it can take four to six hours. And she does this twice a week.

The killer is the promotion.

“This is one thing that totally took me by surprise,” she says. “The amount of time to promote a food blog is staggering. First, you need to make sure Google can find your post and recipe so a little knowledge about SEO is helpful. I use a WordPress plug-in that keeps me on track for that. I then send out an e-mail to my subscriber list, pin it to Pinterest, Yummly, StumbleUpon, Instagram, Facebook, Google Plus, and photo sharing sites such as FoodGawker, Tastespotting, Tasteologie, Dishfolio, Healthy Aperture, Finding Vegan, and, if I’m using some type of hot pepper, Jalapeno Mania. I don’t do Twitter yet because it’s already difficult to keep up with social media.”

She also posts to Pinterest group boards–which, in turn, requires you to pin others’ content to your various boards. And she has her own Facebook pages, as well as participates in several Facebook groups and sharing groups.

Monetizing is also something Carol’s working on.

“I recently began placing ads on my site through a few ad networks. But, there too, you have to have some traffic to speak of and they have to like what they see.  Most bloggers start with Google or Amazon. I won’t be retiring on the income anytime soon, but ads are one of the first steps in monetizing a blog. You can also add ‘affiliate links.’ This is where a person or company has a product to sell and you place a link to purchase that product on your blog. If someone buys the product through your site, you get a commission. I have two affiliate links on my website: MasterCook recipe management software and the Tasty Food Photography book mentioned earlier.”

Down the road? Perhaps writing sponsored posts for brands or selling her own e-book or e-cookbook.

So, what tips do Natalie and Carol have for aspiring food bloggers?

1. Have good photography.

2. Join food blogger Facebook groups to ask questions and get support.

3. Do your research to decided which blogging platform to use, whether Blogger (Google-owned), WordPress, SquareSpace, or something else–including just adding it to your website. Will you do it yourself or hire a website developer? In either case, you need to have an idea of a look you want and how you want to organize your content.

CNL

And, says Natalie, “My number one tip is to just be yourself and don’t worry about anyone else. It’s not easy to put yourself out there in front of the world, and it doesn’t matter who you are or what you cook, there is always someone who won’t like what you have to say. Be true to yourself and do your own thing!”

Do you have a food blog? Why did you launch it and how have you promoted it?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

Last updated by at .

Older Posts »