Max La Manna, award-winning author, digital creator and low-waste chef

Written by Louise Sansom

Welcome back to 30 Seconds With… where we delve into our little black book and ask our friends a few quick-fire questions.

Max says his career started after working in the restaurant business when he was inspired to help others reduce food waste, and save money.   His mission is to make plant-based cooking mainstream and through his insatiable, upbeat approach has already earned himself a following of nearly a million eager, waste-free home cooks.

In this edition, Max La Manna shares his advice on how (and why) to produce content with purpose.

30 seconds, start the clock.


What do you enjoy the most about the process of creating content?

“The creative thinking and outlining before the actual filming is what I enjoy most. I get the chance to bounce ideas around with my team – sometimes our ideas are good, while other ideas get pushed to the side. Just to be creative through words and actions, there’s nothing like it.”


What advice would you give brands just starting out with producing content for different platforms like Instagram, TikTok, YouTube?

“I would ask brands to consider a few questions; ‘What’s your purpose as a brand? What do you stand for as a brand? If it came to it, would you put aside profit for people?’ Another is to get your audience involved, they know what they want. And know that each platform will respond differently to the content that’s created. This takes time to understand and work out, but it’s always worth it in the end.”


What projects are you working on at the moment? What should we watch out for in 2024?

“2024 is shaping up to be a big year for me in terms of development. I’ll be cooking more in restaurants, from residencies to supper clubs across the UK. It’s been a long time coming and I want to give people the opportunity to try my food first-hand. Who’s hungry?”


BOOK: You Can Cook This!: Easy vegan recipes to save time, money and waste
More plant-based taste, less waste! 120 no-fuss recipes that celebrate your favourite veg, social media sensation Max La Manna delivers simple vegan food with big flavour to keep things quick and easy.


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