Food Blogger Indaba 2011: Phillippa Cheifitz & Abi Donnelly

Our third lot of speakers in the morning were two people who I do not think need much in the way of introduction if you are a South African foodie. Phillippa Cheifitz has the perfect surname for her job, love and passion and regaled us with the story of her journey to cheffing. Abi Donnelly is in charge of my favourite magazine TASTE! (I have every copy) and she too is living her passion. They spoke about getting published and here are the key words and phrases I wrote down.

  • connections
  • intimacy
  • engage
  • create
  • emotion
  • attention to detail
  • build relationships
  • send work to the right person
  • unique topic
  • be authentic
  • integrity is important
  • be honest
  • never assume your readers know anything
  • treat your readers with respect
  • build on the basics
  • write for your reader
  • know your reader
  • infuse your personality into your recipes
  • recipes must be credible, readable, tested and accurate
  • your recipes must have some flair and be original
  • contribute a bundle or series of recipes
  • most importantly, be professional

One of the hardest hurdles I overcame was publishing Lavender & Lime as I had no editor, no publisher and no printing company behind me. It is so rewarding to see yourself in print. I have entered my recipes onto various platforms and there have been winners. My name has been in print in the TASTE magazine and it feels awesome. I am aiming bigger and better for my future. In the meantime, read about Sasha’s Suppers if you would like to see your name in print and be a part of a recipe book aimed for children.


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