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10/21/2026

Everyone you know thinks food writing is a cute niche for you. It isn’t. 🫤

It’s a Red Ocean. Crowded water, with everyone chasing the same readers until the water turns red. 🥩🦈🦈

Here’s where most food writers get stuck: they pick seasonal recipes, or baking, or a whole cuisine, and it feels specific. But to anyone else, it’s generic. The result is that anything you write probably could have been written by someone else, if you’re really honest with yourself.

There are a few ways out. One is to head towards a Blue Ocean: readers nobody is serving yet. It’s one of the things I teach in Find Your Food Writing Voice, because strategy is key to a successful career. A good voice in the wrong water still struggles. 🌊🏊‍♀️

Not sure which water you’re in? Book a free consult call (link in bio) and we’ll look at your career path together. 😀

09/15/2026

Working on your own is hard. You could post an idea, or send a pitch, and then hear nothing at all – no way of knowing if it landed or just disappeared.

That’s the freelancer’s lot. Or is it? 🤔

Trust me: the best way round this is to have people in the room with you. Pals you can bounce an idea off, someone to tell you honestly when something needs more work. A routine that helps you show up for yourself. 💪

That’s why we run our free writing group. Monday to Friday, 2–4pm London time, during the school term.

A small group of food writers get on Zoom, say hello, gossip a bit, then write in silence for ninety minutes. 🧑‍💻👩🏻‍💻👨🏽‍💻👩🏾‍💻👩🏼‍💻

You can ask me anything about publishing while you’re there – pitching, structure, headnotes, whatever you’re stuck on.

If you’ve been meaning to get your food writing career properly underway, this is the kind of discipline that makes it happen. 👈

Free, every weekday until October 16. Then, after the half-term holidays, back at it again till Christmas. And repeat. 📆

Pitching, social media, newsletters, even novels – this is how real people who are getting somewhere get them done.🎯

Further details and registration via the link in bio. Or message me here.

09/06/2026

If you’ve got a cookbook idea sitting in a notebook (or three 📚), I made a free guide to help you understand where it genuinely stands, and what it needs next.

Four questions, one useful answer. 🤓

Grab a copy via the link in my stories, or head to ffoice.com/idea. 📲👩🏻‍💻

08/18/2026

Kitchen Confidential can look like a book that happened because Anthony Bourdain was a chef who had a load of outrageous stories. 🐅👨‍🍳

It didn’t.

The stories are only PART of the reason it works.

👉 The really interesting thing is the idea underneath them, and the choices Bourdain made about which parts of his life belonged in the manuscript. 🤔

That’s what we’re going to examine in our next Story Club class. 👊

I’ll be looking at the book as a writer, editor and publishing professional, focusing on the things you can take away and apply to your own work. 🧑‍💻📚

🔑 If you’re writing a food memoir, thinking about writing one, or trying to put your life as a chef into a book, this will be the crux of it:

❓How do you turn your experiences into a book people actually WANT to read❓

👉 Wednesday 9 September, 8pm BST, on Zoom. £18.

Ideally, come having read Kitchen Confidential, or most of it. ✅

Even better: take a peek at Irvine Welsh’s foreword to the 25th Anniversary edition. ⭐

🎟️ Tickets via the link in bio.

08/18/2026

⏫ A sudden uptick in downloads this week so thought I’d mention here…

This workshop from Nov ‘24 with the GOAT food stylist Susie Theodorou includes loads of pro-tips to make your food look yummier 🌯🍖

As well as a fascinating insights into how and why Susie comes up with such great feature spreads in her cookbooks 😺📖

Sign up for free access on the ffoice.com website and you’ll also get a pdf of Susie’s favourite food styling tools 🖌️✂️

Psst…
👉 Students on Find Your Food Writing Voice also have access to an exclusive hotseat session in which Susie gave personalised (highly relatable!) feedback and advice to two people in our community. 🌮🥘

If you’d like an honest chat about whether Find Your Food Writing Voice is a good fit for you, book a call with me via the link in bio. 📞😀

08/06/2026

🧚‍♀ People like to make out it’s magic but it’s really just one foot in front of the other – turtle step style.🐢

Get your copy of Start the Right Cookbook for You via the link in bio.

07/30/2026

It’s hard to take a proper break from food writing. I still haven’t nailed it tbh.

Even on holiday, you have to eat — and even when nobody’s paying you to justify the trip, there’s still a pull to make it “worth it.” Tasting all the local foods. Drinking all the ciders. 🍺🍷🍦🍨🐟🦑🍖🥩

I haven’t written for the deli trade press for 20+ years but even now, every single time I walk past one, I say “Oooh, there’s a deli!” Causing much hilarity in Asturias, where there seemed to be one every 20 paces. 🧀🍯🍫🥧

That insatiable curiosity is fine when it’s your vocation. But still: as a food writer, you do have to find some way to switch off completely. 😵‍💫

To get away from all the luxury food I routinely ate for work, I used to lock myself in a spa every year...

Then wound up writing a book about spas. 🛀 😱

Vocations do that to you.

👉 If your own version of “Oooh, there’s a deli!” is never going away and you’ve decided on a food writing career or sideline, let’s talk. Book a free consult call via the link in bio.

06/17/2026

I just uploaded a new class to Find Your Food Writing Voice on writing headlines that actually get opened. 👩🏻‍💻

I mean the kind of clickbait that doesn’t make you wince, the kind that’s actually just good writing, dressed sharp. 😎

Making someone want to read you is, after finding your voice in the first place, the single most important thing I teach.

And here’s the thing nobody tells you: you can write a gorgeous piece and still have almost nobody read it. And that’ll be because the headline didn’t do its job. 😬

👉 That’s not a verdict on your talent. It’s a craft gap. A fixable one.

Anyway, it’s in the course hub now if you’re already with me, and if you’re not, summer’s a weirdly good time to dip into Find Your Food Writing Voice. 🏝️

There’s no live calls to juggle, you work through it at your own pace, and you get proper one-to-one time with me on your actual writing (not a fifteen-minute chat and a “good luck with it”). 💪

⏩ If September’s the time you actually want the plan in motion instead of in your head, let’s talk before summer slips past. Link in bio for a free consult call.

06/14/2026

Where will you be in five years? It’s actually a decision you make. 🥂🍾💪

06/07/2026

Announcing the rest of Story Club’s year today, and I’m genuinely excited about this lineup. 🥳💃🍸

Three memoirs. Three completely different approaches to writing from your own life. 📚

Aitken is tender and wry (also: Aquarius ♒); Bourdain comes in swaggering 🍖; Goh weaves personal history around a single fruit and somehow tells you everything about culture, identity, and desire. 🧡

💭 If you’ve been wondering how to bring yourself onto the page without oversharing, without making it all about you, without losing the reader, these books will show you how it’s done.✨

👩🏻‍💻 Our next class is The Marmalade Diaries on 24 June. We meet on Zoom. Link in bio to book your spot. 🎫

Address

New York, NY

Website

http://www.ffoice.com/

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