Food Styling Course Report Amanda Fulmer June 2005

Food Styling Course Los Angeles, California

Food Styling: the Power Behind the Images
So what IS food styling? More often associated with fashion, hair, or home decorating, the definition of the w ord style is as fo llow s: Style, n. distinction, excellen ce, originality, and character in any form (mo de) of artis tic or literary expression...a stylist is someone who has the quality of style in their work. Beyond the world of food presentation as its demonstrated by professional chefs, there is a magical (and sometimes make-believe) land of styled food. This food is presented to the eating public in the form of artfully arranged photographs for cookbooks and advertising, in enticing television commercials, on food packaging , and in hung er-inducin g scenes fresh off the reels o f feature films. Som eone, a foo d stylist, is responsible for planning for, making, and effortlessly presenting this vast array of food. Successful food styling creates appetite appeal, and draws people into the kitchen or restaurant, to buy a product. Or to just seduce the senses with the most irresistible, primal desire - to feed ourselves in a deeply satisfying way. As the chief co ok and bottle washer o n a food shoot, a food stylist works closely w ith com mercial photo graphers o r film com panies do ing such d iverse wo rk as advertising for foo d com panies, editorial work for book and magazine publishers, creating the behind-the-scenes magic for television cooking shows, and more. No two jobs are alike, so theres challenge and change everyday. A stylist is a creative, well-trained co ok, wh o has trem endo us diplo matic skills and a d eep reserve o f patience, physical stamina, and a great sense of humor. A food stylist works as part of a team that can include a food photographer or director, art director, and usually a client. This cast can expand to include a prop and photo stylist (the ones who set the scene with beautiful dishes, backgrounds, etc.), account executives from agencies commissioning the work, a crew of food styling, photo, and production assistants, and the list can go o n. The bo ttom line is that the food stylist is responsible for organizing the food , sourcing un usual ingredients, arranging for shopping, pre-production preparation of food, production of food on the shoot, and the final inviting p resentation of the foo d und er came ra. Taste is of little concern, looks are everything. A nd in the w ords of D elores Cu ster, a well-know n food stylist, We m ust be able to handle foods that misbehave. The goal is to create images that appear to be freshly made, coming straight out of the kitchen to your dining table. The ability to do this, despite having handled the food a great deal or having fo od that m ust stand for lo ng p erio ds o f tim e on a set, is an art and a science.

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Food Styling Course Report Amanda Fulmer June 2005

A food stylist should have several years of good food handling training, from having a food or nutrition degree, going to culinary school, or working in a professional kitchen. It is very important that a food stylist und erstand how food wo rks. Pro blem -solvin g is a key elem ent of the busin ess, and being able to control w hat food d oes is of prim ary imp ortance. If some thing is not the right colo r or consistency, w hat can be done? Stylists develop an interesting arsenal of equipment to do their jobs from standard cooking equip me nt and knives, to twe ezers, pa int brush es, scalpe ls, artists palette kn ives and cosm etic spritz bottles! A foo d stylist should hav e a natural flair for design and presentation. U nderstand ing graphics, colo r, symmetry and asymmetry, and other elements that are important to an art director and photographer when creating an arresting visual will make you a valuable member of the team. Having the ability to be creative with props (the plates, bowls, utensils, surfaces, and other items to round out the scene) and being prep ared w ith an open min d tow ards p resentatio n (and lots of id eas) m akes an even be tter stylist.

Introduction
A representative of the Marketing Services Branch of the Nova Scotia Department of Agriculture and Fisheries recently attended The Culinary Entrepreneurship Program (CEP) and Foodesigns.com sponsored Food Styling Course June 24-26, 2005 in Los Angeles, California. The course was taught by two veteran food stylists Denise Vivaldo and Lisa Golden Schroeder (See appendices for biographies on each instructor) w ith com bined exp erience of o ver 40 years in the fo od styling bu siness. This intensive 3-day workshop offered practical examples of food styling focusing on the art of food styling fo r the m edia. S tude nts learne d w hat a foo d stylist d oes an d their respo nsibilities, ho w fo od reacts under the camera, basic presentation, the ins and outs of propping, as well as shopping and prepping for a shoot. This course also covered the importance of a culinary education, as well as tricks and techniques for media food. Elements of design were discussed with emphasis on colors, textures, etc. as well as tips on h ow to w ork w ith clients, art directo rs, pho tograp hers, and prop masters. Stud ents w ere divided into teams to w ork on a pieces for their po rtfolio and w ere given the invalu able opp ortunity to spen d the last day of class at a foo d photographer's stud io.

Tw elve individu als attended the co urse and cam e from all over the Un ited States, in fact only three we re from California m aking it a diverse range o f backgroun ds, interests, and professions. Th ese contacts will prove to be not only h elpful in future d epartm ent food styling projects but, may also lead to future link ages in p artne ring opportun ities and foo d service pro motio ns.

During the duration o f the course, food service trends w ere discove red and discussed as w ell as practised. Below are some of the major industry trends that resulted from that discussion.

Major Trends in Food Styling

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Clean, uncluttered designs

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Asian influences in props, flatware, and food presentations Dynamic, modern food presentations such as white plate on white background Colour and texture rather than patterns are very trendy at the moment. The days of patterned table clothes and plates are a thing of the past - solid colours and texture are the new props Food styling com plem ents fashion and hom e design trend s keeping in touch w ith what is popular in the fashion and design world will keep your food designs modern and current High maintenance and complicated plate presentations with many prop components are pass. Cu rrent fo od styling d esigns follow the theory that less is m ore , for exam ple: the o ne tom ato make s mo re of an im pression than a flow ered plate full o f vegetables with m any pro ps such as cutting boards, fresh herbs, glassw are, and flatware. This is too m uch for the ey e to focus. Lighting is extremely imp ortant for a food stylist. The photographer m akes the plate come alive to the eye. Angles, lighting, and positioning become vital to the plates presentation. The photographer must understand the food stylists vision and be able to create this theme and mo od with their equ ipm ent. Interesting plates, tableware, linens, and nap kins are used in layering techniqu es to create texture and interest to the p lated design. Vintage o r antique prop s are in style in a big way. M ixing vintage pieces w ith mod ern design is very chic at the moment and provides a very eclectic look. Food is presented in a way that is fresh, vibrant, and unmasked. If a traditional audience cannot identify with what the item is that is being presented (whether it is the primary food or even a pro p or acce nt) the n the foo d stylist has not presented the p rod uct su ccessfully. Tradition is intrinsic in all food designs. Creativity and artistic expression is impo rtant; however, prop and accessory items must compliment and/ or be relevant to the piece that is being presented, for example: fresh strawberries should be used as a prop for Strawberry conserve. Individuals look for prop indicators to alert them to what is being presented. On the flip side, chocolates would not be used a prop for a classic Caesar salad, instead ingredients that are in the salad should be used, for exam ple: fresh garlic, culinary herbs, or an cho vies c ould be used.

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Los Angeles Farmers Markets

There are many markets to choose from when shopping for fresh food products in Los Angeles. Many of the smaller city markets alternate days; for example, one is only opened on Wednesday whereas another will op en o n Saturd ays o nly. The ma in farmers m arke t located at 6333 W . 3 rd Street in the Westside region of Los Angeles is a historic landmark. Open 7 days a week, this market provides a permanent business location for its many proprietors. With old fashioned charm, dating back to 1934, the market offers a unique maze of stalls, featuring fresh fruits, vegetables, and the finest fresh meats and fish. Over 30 restaurants and eateries are set in and around tables with umbrellas and offer cuisine selections from all over the world. The market also hosts shops filled with treasures from authentic arts, crafts, jewellery, clothes, souvenirs, and specialty food products. This market provides its visitors with the opportunity for

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experienc e sh opping, keeping its visito rs entertained for as lon g as they d esire .

Almost all of the major city tours visit this Farmer Market as a part of their overall tour experience. Therefore, this market has become much more commercialized than the others. With a wide range of services, food vend ers, and eateries, includ ing a d og bak ery, ho t sauces o f the w orld , chef store , specialty wine store with tasting bar, and an up scale shopp ing district called Th e Grove , this market has diversified itself in order to sustain its permanent and successful full-time market status in the city.

Upon entering these farmers markets, no matter what one you visit, you automatically notice the freshness and vibrancy of the food prod ucts for sale as well as the selection o f fresh produ cts available, all of w hich are lo cal to California S tate.

The B everly H ills Farmers M arket located at 930 0 Block of Civic C entre Drive (park ing lot of C ity Hall) is located a block away fro m R odeo Drive. This m arket is a much smaller, and p rovides visitors w ith a more intimate and unique sh opp ing experien ce. Open each we ek on S unday , 9 am 1 p m, its vendo rs are said to be the mo st repu table and well respe cted p rod ucers in the citys food service in dustry . Ma ny sp ecialty food s are presented at this m arket, for examp le, gourm et coffees, mush room s, culinary herbs, berry grow ers, and award winnin g orchid suppliers just to nam e a few. This m arket has also branded itself quite nicely; one of its vendor tables promotes the market, upcoming events, as well as selling market cookbo oks, apron s, and tee shirts to visitors (see append ices for cook book). Pro duct prices are com parable to that of the other m arkets which is surprising w hen yo u take into accou nt its location (in the h eart o f Beverly H ills, one o f the m ost d esirable an d upper cla ss communities in California).

Using the Los An geles farmers markets as an example, there are many recomm endations that can be made to ensure that our farmers markets in the Nova Scotia provide more of a visitor experience, some of these are:

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Am ple room for caf type seating - indoors and outside Shop ping carts/ baskets Tastings for w ine and fo od p rodu cts Cooking classes Farme rs market ho sted entertainm ent and festivals Am ple parking - whether paid parking or free A d iverse variety of vend ors and products Roo m to m ove arou nd com fortably Shops and services combined with Farmers Market vendors - one stop shopping

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Taste of N ova Sco tia store - gifts, locally m ade foo d and craft item s for sale Farme rs Mark et Gift Certificates Farmers Market Vendor Directory

California Wines
Altho ugh L os An geles is not a part of the C alifornia wine region exp erience, the states wines are not on ly well represented in both restaurants and liquor stores, they are essentially integrated into the citys food service market. Without setting foot into any wineries during my stay in California, I was educated and mad e aware o f California w ines and w ineries repeated ly during my stay in L os An geles. M ost men us had a wide selection of California wines available on their wine lists and many only served wines from the state at their restaurants. Wait staff were very well educated on not only the wines, but California grape varieties and w ineries that produ ced them . On one particular occasion , dining at the famo us Yam ashiro restaurant, I had expresse d interest to the w aitress on learnin g m ore about C aliforn ia win es. M om ents later the restaurants sommelier came to my table and offered to send some winery information to my hotel for me. This information was waiting for me at the hotel reception desk by the time I returned home that evening. Also, the food service staff and the restaurants featured menus were centred on offering their guests an authentic California experience. In general, dining in Los Angeles during my trip there I observed that ingre dients w ere carefully crafted to integrate lo cal and season al varieties and wait staff are well trained and versed on sharing their kn ow ledge and passion for C alifornia cuisine and wines.

There is on e wine ry in Los A ngeles - The S an An tonio W inery and M addalen a Restaurant. A city C ultural Historic Landmark, the winery was established in 1917. Today, it is the last of more than one hundred producing wineries that once lined the Los Angeles River Basin. The popular restaurant and banquet location also hou ses a com prehen sive tasting roo m, and an international w ine shop.

Los A ngeles is close to m any w ine region s for those w ho have acce ss to a car. Wine reg ions are appro ximately a tw o hou r drive from the heart of the city of Lo s Ang eles. Santa Barbara W ine Co untry and Te mecu la Win e Co untry are the closest w ine region s to the city. Below is some in form ation on these region s. For more deta iled info rm ation, please see append ices o r visit: http://www.winecountry.com/

If you can tear yo urself away fro m the p ristine stretches of golden sand, shimm ering M editerranean style villas, and world-class dining, you'll find a lovely wine country in Santa Barbara. A prime point of exploration fo r the South C oast wine re gion, Santa Barbara is ano ther California w ine region that is just beginning to co me into its ow n. Chardonnay and Pinot Noir are the stars of Santa Barbara's wine production. Chardonnays there produce lush, tropical win es that sell like wildfire, and P inot (as well as Syrah ) lends itself to com plex, deep ly textured wines that make wine-lovers drool. Considered a wide-open frontier, Santa Barbara's wine country h as muc h to offer the visitor.

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Move beyond the familiar travel destination spots of Southern California and discover the unspoiled and striking beauty of Te mecu la Valley w ine coun try. Not far from Los A ngeles or S an Diego , the Teme cula wine region abounds with stunning visions of rolling hills and vineyard vistas. This charming wine area promises personal wine tasting experiences and will satisfy the wine palate of the novice and experienced wine country explore r alike. The micro climate of the South Coast wine region, Temecula Valley, is perfect for wine production. Morning mists, cool summer nights and ocean breezes produce wines that have fresh fruit character and true varietal flavor. Many o f the w ineries offer n ot on ly w ine tasting , but tours of the vineyard, plac es to picnic and excellent dining o ptions as w ell.

California Cuisine in the Los Angeles Food Service Industry

California cu isine is inspired and relaxed. Durin g my stay in Los A ngeles, I was curio us to not on ly experience the ir cuisine and cu lture, but, to try a diverse array of restaurant styles and com pare their style, trends, presentations, ingredients, and flavours to that of Nova Scotias food service industry. Whether you dine at casual, bistro, deli, family dining, pub, diner style, or fine dining restaurants in Los Angeles, they all share one common thread, they are all relaxed and unfussy. Cuisine is presented in a manner where the ingredients become center focus, plate presentations are clean and uncluttered, and your ey e is drawn not to the presen tation of the plate, but rather to the food itself. Comp limentary sau ces, coulis, and chu tneys are still part of the plates experience but are no t primary visu al pieces to the overall design. Los Angeles has the excitement of infusing many different cultures into its cuisine Asian, Mexican, Indian , and Italian are very pop ular restaurant them es in H ollyw ood . Authentic in ternatio nal ing redie nts and recipes are paired with that of Californias relaxed style and make for vibrant and unique cuisine opp ortunities. Fresh seafoo d is presented in unique flavours, often incorp orated into au thentic cultural cuisine. Dishes take ad vantage of the year ro und fresh, locally g row n ingredie nts and pair this w ith their relaxed, unfussy p resentation styles.

Los Angeles Gourmet Food Shops and Grocery Stores

In add ition to having the op portunity to visit som e of the local farm ers m arkets, I w as also fo rtunate to take in som e of the local, indep enden t grocery and speciality food prod uct shops. M ost corner stores, gas stations, and specialty shops will sell food products as well as wines and beer. This is not only convenient for the consu me r, but pro vides mo re selling op portunities fo r local com panie s to bring their products to marke t. In Ho llywo od, m any locals shop at these types of m arkets rather than large grocery store chains because of co nvenien ce, lo catio n, tren din ess, an d the availability of speciality item s.

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Course Instructor Biographies

Denise Vivaldo is a professionally trained chef with m ore than eightee n years experience teaching and consulting in all areas of the culinary and hospitality industry. As a foo d stylist, Denise has w orked on nationally televised show s, infomercials, mo vies, cookbo oks, and co oking series. In her w ork as a creative consu ltant she has develo ped o riginal recipes for co okboo ks, many o f them N ew Y ork Tim es Best Sellers. Denise is the au thor of How to Start a Home-Based C atering Business , soon to be available in its 5 th Edition, and Do It For Less! Pa rties , her newest book on how to throw parties like a pro. She has been teaching catering classes at cooking schools and universities since 1988. Denise has been featured as an expert on entertaining on many cooking and television shows including: Good Day Live, KARE Morning Show, HGT V's Smart Solutions, and USA's Before & After'No on M ovies. Denise Vivaldo is a professional Chef de Cuisine with more than fifteen years experience in all areas of the food industry. Ch ef Vivaldo started her culinary training at Th e Ritz Escoffier and La Varen ne in Paris, and then returne d to her native San Francisco to grad uate from the California C ulinary A cadem y in 1984. Recognized as a respected food professional, her expertise ranges from food styling for print and televisio n to inn ovative me nu co ncep tion an d recipe d evelo pm ent.

Following graduation from the California Culinary Academy, Denise served as the kitchen manager for Charter Concepts International, a worldwide yacht chartering company where she imp lemen ted successful co st-cutting produ ct purchases, resulting in red uced fo od co st of more than twenty p ercent in her first year. Transferring to the sister-com pany, she accep ted the po sition as Executive C hef at California C elebrations w ithin the first year. She orchestrated spec ial events on exotic locations w ith both international m enus and celebrity guests. In 1988, Denise founded Food Fanatics, a full-service catering company, where she received com mission s for such prestigio us events as the A cadem y Aw ards Go vernor's Ball, M acy's/Am erican Express's Passport, starring Elizabeth Taylor, Sunset Magazine's Tastes of Sunset, and Los Angeles Magazine's Taste of LA. In addition, Chef Vivaldo has catered and coordinated post-premiere and "wrap" parties for man y Ho llywo od film s.

In recent years, Denise has stepped away from catering to devote her time to print and media food styling and recipe development for innovative new culinary products as well as numerou s cookbooks by well-known celebrities including Suzanne Somers and Richard Simmons. Her exceptional work and practically applied ideas as the food stylist on many nationally-televised sho ws has earne d her a reputation as a con sum mate pro fessional. Som e of the show s Ms V ivaldo has w orked on as a food stylist are Inside Dish with Rachel Ray on TV Food Network, The Ellen Degeneres Show on NBC , The Tonight Show with Jay Leno on NBC, Donny and Marie on Fox Television, and Method and Red on Fox Television. Sh e was also the cu linary prod ucer of Fine Living's Nap aStyle with M ichael Chiarello . As an entertaining expert Denise has appeared on Fox's Good Day Live with Steve Edwards, Home and Garden's Smart Solutions, and Before and After'Noon Movies on USA.

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In addition to her busy sched ule as a food stylist, Denise is the chef and repre sentative for Bon A ppetit magazine 's cooking d em onstratio ns, "Bo n A ppe tit on Locatio n," held at the M acy's De l Am o and Sou th Coast Plaza stores in Southern California. She adds "Bon Appetit on Location" to her list of demonstration classes that include events at Bloomingdale's, Neiman-Marcus, and features on Home and Garden Television. Chef Vivaldo has also spent numerous years as a professor at UCLA's Culinary Program and at her alma mater, the California Culinary Academy.

LISA GOLDEN SCHRO EDER, a veteran food stylist with 20 years experience in the food business. A pu blished coo kbook author, culinary co nsultant, and edu cator, Lisa recognized the need for an on-going forum for food stylists to share information, get advice, learn about techniques, and generally have a place to go where the unique needs of stylists are understood. Working in tandem with other experienced stylists and food professionals from all over the world, Lisa created foodesigns.com and its popular ezine, The Tweezer Times. A published cookbook author, culinary consultant, and educator, Lisa holds a degree in Nutrition and Food Science/Journalism from the University of Arizona and an advanced culinary diploma from La Varenne Ecole de Cuisine in France. As one of the organizers o f the Foo d o n Film (r) food stylin g sem inars in M inneapolis, M innesota, she's been an avid supporter of food styling education. Lisa has recognized the need for an on-going forum for food stylists to share information, get advice, learn about techniques, and generally have a place to go where the unique needs of stylists are understood. Working in tandem with other experienced stylists and food professionals from all over the world, Foodesigns.com brings you the best, most accurate, and up-to-date info.

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