The Great Recipe Explosion
We enjoyed Bee Wilson’s recent Observer piece about the evolution of recipe distribution and how the digital age has affected the way we think about food and recipes.
Bee explores the idea that food is now an open source, rather than something mysterious, with people having access to unlimited delicious recipes from all around the world. Bee also points out that chefs, and particularly chefs’ recipe books, are no longer untouchable – where we used to intrinsically trust a recipe book’s authenticity, we can now double-check whether chefs are doing it right.
This chimes with the move towards working with social influencers on recipe content development for brands, rather than established and well-known chefs. The pull of the secret recipe is diminishing, with a democratisation occurring that, working in food and drink PR, is rather thrilling to be part of…