I am amazed at how much thought, preparation and detail goes into every single shot, whether for a dark chocolate bar or a cookie mix that needs to be baked to show off the final product. We’ve prepared and cooked everything from pork we brined with Fire & Flavor’s 30 Minute Ancho Chile Brine (savory!) to Gagne Foods’ Pecan Sticky Buns (yum!). True confession: we sneak tastes sometimes.
We need the photos for signs at the Fancy Food Show, for our magazine and website, for marketing materials, etc. I figure each photo is worth about $2,000. We give these photos to the finalists for free. This year we’re giving them earlier than ever before which is great for the finalists. Our association, the National Association for the Specialty Food Trade, has more than 3,000 members in the U.S. and abroad, and many of our members are small businesses and entrepreneurs who I’m sure relish things like a fabulous free photo.
The photos will be on display at the Summer Fancy Food Show, June 28 – 30 at the Jacob K. Javits Convention Center in New York. Last year we blew them up to be larger than life and used them to decorate the room where we held the awards ceremony to announce the sofi Gold Award winners. We plan to post the photos from this week’s shoot of the finalists as soon as we can at specialtyfood.com/sofiawards.
Here’s a peak inside our photo process: a play-by-play of the photo we did for Saxon Chocolates Molten Cake Mix (a finalist for Outstanding Food Gift).
After a long but fun week away from my desk at the NASFT, I am headed out for a run in Riverside Park to burn off the extra calories I’ve eaten this week. I’ve done some serious damage but I have to say it was worth it!
–Betsy Schwartz (firstname.lastname@example.org), NASFT, Creative Director