In the early days, people attending My Secret Kitchen’s tasting events were given an A4 list of products. Feeling that something more exciting was needed, Clare and I developed ‘Menu’ magazine: an A5 publication containing a range of product features, recipes, details about the company and a much more visual catalogue of My Secret Kitchen’s products.
Between 2010 and 2015 (when the company was sold to an overseas counterpart looking to expand into the UK) we produced 11 editions of ‘Menu’. In addition to the design of each issue, I wrote or edited the text, and worked with Clare to produce all of the food photography.
From the outset, budgets had meant there was no scope for specialist professional food photography. So Clare and I collaborated on this, with her preparing and styling the food, and me taking the photos.
To an expert eye, the images may not quite as perfect as those in mainstream food magazines. But as is the case in many such situations where I undertake photography work during a project, creating something of a good standard for a fraction of the cost of a professional shoot can be a more expedient option.