At Ceres, we have the pleasure of working with a whole host of people who are as passionate about food as we are. From content creators to food writers, dietitians, nutritionists and chefs, we thought you might like to ‘meet’ some of them too.
In the first of a brand new series, Ceres Meets…, we caught up with Adam Shaw, from At Dad’s Table.
Influencer? Blogger? Content Creator? How do you like to be referred to and why?
Content creator! Influencer sounds a bit one-way, preachy and directive! I'm a recipe creator and create dishes that other people can replicate if they like, I'm not trying to influence anyone.
What is it you love most about food?
Food is everything. It's how we destress at the end of the day, how we show love, how we sustain and express ourselves. I'm really enjoying watching my children fall in love with food at the moment.
When did you realise that your passion for cooking / recipe creation, could become something to share with others?
When my wife was pregnant with our first child, I felt like all food advice was quite negative, focussing on what you can't eat. I changed that and started to create recipes that focussed on what you can, and people seemed to identify with that switch.
Is this your full time job?
Yes, it is now. I spent 12 years working in senior positions in the events industry all over the world, however when Covid came I had a choice to either stay in a paralysed industry or try to make my passion pay the bills, so I took a chance.
What do you think it is that most draws people to your content?
Relatability. I show the reality of cooking and eating with kids. My kitchen is a mess, my kids run riot, there's nothing rehearsed here! On a serious note, I also focus on how to cook healthily and quickly for families and what with all the stresses of modern life, this is something that people relate to.
Give us an idea of your everyday routine – what does a typical ‘day in the life’ look like?
I'll walk my boys to nursery, spend the first chunk of the day writing and emailing, then go for a run, shoot a recipe that turns into lunch for me and my wife, more emailing in the afternoon, then shoot another dish that will be the family dinner later.
How do you involve your family with the content? What do they think about Dad creating all these fabulous recipes?
Both boys have grown up around food so they love to be involved peeling and preparing veg for example. Their highlight was seeing pictures of themselves in print when my book came out in March. In one of the pictures my son and I are having a (cold) spaghetti fight and that's a particular favourite for him!
Finally, what advice do you have for any agencies or brands who are looking to work with content creators?
As far as you can, tailor the brief towards what the creator is doing already. If an Ad seems out of place or doesn't sit well amongst other content then it won't end well for anyone!
Follow Adam on Instagram @at_dads_table or find his recipes online or in his debut cookbook How to Grow Your Family, from Pregnancy through to New Parents- one meal at a time