As a chef, food writer and author of several cookbooks, Zimbabwe-born, Bristol-based Claire Thomson has cooked in many places around the world, but it is from the comfort of her own kitchen that she expresses her joy for food. With her culinary expertise and knack for turning simple ingredients into midweek masterpieces, Claire has revolutionised the way we cook. Writing with passion and humour, her books are not only filled with original recipes but also infused with inspiration for everyday cooking, transforming staple cupboard essentials into culinary surprises. With her apron always within reach and a pot simmering on the stove, Claire encourages everyone to embrace the joy of cooking for themselves.
In this edition of 30 Seconds With… Claire shares her thoughts on the importance of authenticity online.
30 seconds, start the clock.
What do you enjoy the most about the creative process of creating content?
“I really enjoy working on content for Instagram, showcasing what I cook from my kitchen here at home in Bristol. It’s a welcome opportunity to practise what I preach in my various food writing and cookbooks. I’m really enjoying using Reels as a living, breathing example of my written recipes.”
What advice would you give brands just starting out with producing content for their platforms like Instagram, TikTok, YouTube etc?
“Most crucial is authenticity. I am very much me, Claire Thomson, cooking real food in my real kitchen here at home. There is no smoke and mirrors and I honestly think this works very well for me. I’ve stuck to my guns and kept my online content very true to myself, I’m not prepared to follow the herd, and I am happy to cook all day and every day.”
What projects are you working on at the moment? What should we watch out for in 2024?
“I’m currently working on my ninth cookbook – a big family cookbook, which also happens to be vegetarian. I’m keen to continue making real food on Reels for Instagram and to enjoy the engagement I get with followers of my feed on there. I’d also like to do a big, adventurous trip with my three children, really off grid, somewhere with a fantastic food culture…”
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