28. April 2016–
Food can look beautiful. The Instagram account for FoodStories proves it: it has nearly 700,000 followers.
A photographer with a food allergy and a fashion designer who’s also a great baker meet and the story of FoodStories begins. The fashion designer prepares gluten-free cakes – very aesthetically pleasing – for the photographer. The photographer takes pictures of the pastries and shares the photographs with the recipe on a blog. The reactions are positive from enthusiastic readers.
The photographer is Laura Muthesius, 26 and the baking fashion designer is Nora Eisermann, 33. In addition to the food blog that the two only update sporadically the Berliners have now built an Instagram account with more than 693,000 followers. By German standards this is an unbelievably large following, especially considering their first post was only in 2013. But it was just in time to be really big, they say.
“At the very beginning we realized that our pictures and recipes were very well received”, Muthesius told us during a visit to her studio in Weißensee. The founders have renovated a large space in an old factory, with meter-high ceilings and large windows with northern-facing light. There are vases, bouquets, porcelain and various documents for photos – on a table of rough wood, painted a pale pink.
All this equipment can be found in the photos of FoodStories. A meringue tart is so lovingly draped in dark blue plates, it looks like a picture out of a storybook. A few branches of eucalyptus are set down and the subject is perfectly placed – it looks so lovely and appetizing that you want to bake the tart immediately. But you might never manage to make it so beautiful. It would also be difficult to make the strawberry-rhubarb pie with the pink topping or the cinnamon roll but most Instagram users only want to see the images.
Muthesius and Eisermann have been a couple for four years. They met on a film project and immediately discovered many common interests: “We are both very visual people and have a passion for design and beautiful things like ceramics,” says Laura Muthesius. “That’s why FoodStories was a lot of fun from the start.”
There are nearly 570 images on their Instagram now and the founders have already peaked the interest of large companies. Companies like Edeka, Starbucks, Villeroy & Boch and Farrow & Ball have already staged products and shot photos. The list of partners is long – the list of requests much longer.
All paid pictures are featured on the channel with hashtags like #Ad or #sponsored. Surreptitious advertising has not been an issue, says Muthesius. “Most of the companies that we cooperate with even tell us to mark the posts as advertising.” However, the two founders did not want to comment on how much a post would cost or how much revenue FoodStories makes in general.
This is our moodboard for the new colour #peignoir from @farrowandball ? If you want to win 5 liter of this beautiful colour post your own moodboard with #myfavouriteNewColour and #ColourPeignoir – we will randomly pick a winner next sunday. Good luck guys! Oh and the recipe for this delicious glutenfree rhubarb-raspberry cake is on the blog now: www.ourfoodstories.com #sponsored
A photo posted by Our Food Stories (@_foodstories_) on
A FoodStories-working day has 16 hours and they don’t always have free weekends. They are always (and everywhere) arranging objects and shooting new photos. But they hardly ever take pictures of themselves. “We don’t want to be in the spotlight. We wouldn’t necessarily join a cooking show, for example.”
There is no specific plan for the coming years for the two women. “We are pleased with how it is,” says Eisermann. Her co-founder, adds: “Just having a classic weekend again with a little less work – that would be nice.”
This article was originally published on Gründerszene.