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How to Build One of the Largest Food Communities on Friendship

How to Build One of the Largest Food Communities on Friendship
Dec 22, 2021 · 41m 12s

The next generation of culinary artisans are changing up the industry. These artisans have a whole new approach to reaching and satisfying the next generation consumer. In this podcast we...

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The next generation of culinary artisans are changing up the industry. These artisans have a whole new approach to reaching and satisfying the next generation consumer. In this podcast we will explore chefs and artisans from around the world diving into their story and passion.

In this episode of Chef AF, I chat with Chef Ben Ebbrell, co-founder and director at SORTEDfood, about his background as a trained chef and how a conversation at a pub with friends sparked the idea and the sentiment that got Sortedfood started. SORTEDfood began over ten years ago and their mission is to get people SORTED by empowering them with passion, knowledge, skills and tools so they can confidently cook with whatever they have available.

SORTEDfood’s youtube channel has over two million subscribers. Ebbrell says that their youtube channel started in 2010 and has changed over the years. He says, “it's changed and now it's more sort of entertainment and inspiration. First we promise that if you watch a video on youtube you'll always learn something. There's always some factual takeout but it's more about just hanging out and having fun together and there's lots of challenges and a bit of Jeopardy and some competition elements and we invite other expert guests and chefs in so that we can learn from them as well. It's kind of just one big happy family of food, drink and cooking an open invitation.”

“We've realized as with many subjects once you open that treasure chest and you start to explore and the more you learn the more you realize you don't know and I think food is one of those things that can just keep going and people's perceptions and habits and behavior around food is changing and evolving. The kind of food that we were cooking ten years ago and to be honest with the kind of food we were avoiding ten years ago are now very very commonplace and absolutely important and topical and timely. We would be stupid if we didn't kind of feature that and celebrate that now,” Ebbrell says when I asked if the possibilities are endless for SORTEDfood.

To hear how SORTEDfood was able to shine light on restaurants by highlighting their meal kits when creating video content during the pandemic, the gourmet beans on toast recipe, Ebbrell’s thoughts on sustainability and more, check out this episode of Chef AF “It’s All Food” or you can listen at Spotify!
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