A new initiative, thought to be unique in the UK, has been launched to give chefs an affordable platform on which to showcase their work.
London Kitchen Social is the brainchild of renowned food and events photographer and digital marketing expert Majella O’Connell who spotted that chefs starting out or wanting to develop their careers often have little time, money or support to help them publicise the fruits of their labour.
The scheme gives new and upcoming chefs, along with other artisans and producers, a chance to have their creations photographed by Majella in a studio kitchen setting for an allotted time. The studio hired includes full cooking facilities and access to props while Majella gives advice on presentation and how to make food photogenic. The end result is a selection of at least 20 head-turning images which can be used on any online platform from social media to websites. She then goes on to showcase the images on her own considerable digital channels to maximise exposure.
Majella comments: “Food photography can be very expensive for chefs and others just starting out in the food industry and yet it is an essential element of career progression to be able to showcase your work. I felt it was time we gave our talented chefs a helping hand.”
“The use of food photography in social media has grown dramatically in recent years and shows no sign of slowing down. Sites like Instagram are where we go for our food inspiration and chefs who want to progress need to be seen here. I created London Kitchen Social to give them the leg up they deserve in the industry with very little outlay,” she adds.
The social element of the scheme allows chefs to meet-up and discuss their work at events planned throughout the year.
One of the first chefs to try out London Kitchen Social scheme was Antony Raffo which resulted in a new role for him as Sous Chef at Auberge du Lac.
“I owe Majella a lot due to the results of our last collaboration together. Her amazing shots of my dishes landed me the job at this award-winning fine dining restaurant,” explains Antony.
Another London Kitchen Social success story is James Peck from Burnt Lemon Catering.
“Working with Majella has created countless opportunities I would not otherwise have found. It gave me the chance to have my work exposed to some major players in the industry. London Kitchen Social is such a fantastic and unique idea,” he says.
Following a successful trial event in February, the first official London Kitchen Social photography session is due to be held on 12th April near Caledonian Road and spaces are already filling up.
Majella, who recently photographed a session of the BBC’s Masterchef, The Professionals Pop-up at the Frog E1, plans to increase the number of London Kitchen Social Events according to demand and eventually roll out the initiative to other UK regions.
Notes to Editors:
To apply for a slot on London Kitchen Social, contact Majella O’Connell via London Kitchen Social: http://pavlovaandcream.com/london-kitchen-social
About London Kitchen Social
London Kitchen Social exists to provide an affordable platform for new and emerging chefs, as well as other producers and developers in the food industry, to showcase their work through top quality photography.
By hiring a studio with full cooking facilities and near to a props store for the day and shooting each client in two-hour time slots, costs are kept to a minimum but the result is a set of at least 20 head-turning images which can be used for career development, promotion and to showcase on social media.
About Majella O’Connell
Majella is a London-based food and event photographer who is known in the industry for creating stunning high-quality images. She has been commissioned by a wealth of high profile food and restaurant clients including Tamarind, Mayfair and Ampersand Hotel, Kensington, to name but a few. After travelling the world for 12 years, she developed a passion for photography and went on to take a formal Photography course at a London college, obtaining four distinctions. Majella’s other area of expertise is digital marketing which she utilises for both herself and a number of prestigious clients including a leading London caterer, restaurants and hotels. She is also a freelance photo-journalist specialising in food publications including features on Gelinaz in Austria and the San Sebastian Gastronomika.