This article discusses the importance of quality food photography for businesses. It notes that professional food photos can emphasize the strengths of a menu and provide depth and value to a brand. The article profiles Anna Nowakowska of Matchbox Photography, who specializes in food photography and has 14 years of experience working with restaurants and other clients. It describes the skills needed for food photography and techniques used to make food look appealing. While some businesses may not see the value, professional photos can significantly improve a company's image over amateur shots on social media.

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The
Importanc
of Quality
Food
Photograp
By Caroline Egan 
Posted on Apr 3, 2018
Food photography is an often
undervalued and overlooked
profession that can form a
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crucial component to the
success of many businesses in
the restaurant and hospitality
industry.
Not only do high quality and
professional photographs of
food, people and premises
emphasise the strengths of a
menu, but they also provide a
story for the customers, giving
depth and value to a brand.
I spoke with Anna Nowakowska
of Matchbox Photography, who
specialises in food photography
as well as portraits. With 14
years of experience in the
business, Anna offers a very
specialised and tailored service
for businesses having worked
with clients such as Rasam
Indian restaurant, Di Fontaines
Pizza, McCambridges bread,
Lucy Kennedy’s sandwich
collaboration with Flora and
more recently, a Government
initiative called the Finglas
Tourism and Food Trail.
Food photography is an art
form, with a high level of skill
involved in its successful

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execution. It is not just limited to
menus and restaurants but also
cook books, product packaging
and promotional material.
Anna has worked with bakeries,
restaurants, nutritionists and
farms as well as restaurants to
help her clients provide more
depth and context to their
products and their origins.
Shoots can take place in a
studio or on location, with chefs
and staff, and can include
action photos of food
preparation such as chefs
throwing pizza dough, staff
portraits, shots of fresh
ingredients and the
establishment and its
surroundings, with each project
carefully tailored to create a
unique and artistic package for
the client.
"Each time is completely
different," said Anna and
creativity is a key factor in
overcoming challenges on set.
For example, bread
photography is completely
different, with a unique set of
challenges, to seafood
photography.
Some interesting techniques
used for creating images of
food that appeal to the senses
include using steam from an
iron to make sausages appear

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to sizzle, creamy mash as
vanilla ice cream and keeping
fresh merguine together with
hair clips. The majority of
Anna’s work in done in the
actual production, with very little
effects added afterwards, via
packages such as Photoshop,
and she uses natural lighting
wherever possible. The skills
and creativity required in finding
solutions to these issues in
production is, according to
Anna, "Endless," with a steep
and continuous learning curve.
Despite the level of skill
required in food photography, in
Anna’s experience not every
business sees the value of the
service, with many managers
presenting a slight resistance to
the process, or attempting to
bargain with her over costs.
In an era where online filters
and food pictures flood social
media feeds it is possible that
many businesses feel that
anyone can be a photographer,
but the results from acquiring a
professional are unquestionably
better. "I have done seven
years of courses and training,
and invested an enormous
amount of money to be in the
place I am now," said Anna.

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Much of Anna’s extra training
has been completely unique
and learned ‘on the job’ as
there are not many
photographers who specialise
in the food niche in Ireland. The
entire service is extensive,
exceptionally skilled and
tailored which can really add to
the value of a brand, so in this
respect as a photographer
Anna said that in this industry
"You have to be very strong"
and recognise the value of your
work. The professional skill of
the services that Anna and
other food photographers offer
should not be underestimated,
nor should the positive impact
its correct execution can have
for businesses.
Anna offers many businesses a
‘menu make-over’ package,
which includes new pictures for
online of every item available
on the menu, as well as portrait
shots of staff and surroundings
that personalise the brand.

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These services, she feels, are
"Very important for large and
small businesses alike".
She charges by the day, with a
set pricing for a whole day of six
to eight hours. There are also
half day options available, with
more flexible pricing options,
depending on what is needed
by the client. Factors like the
amount of products that are
required for the shoot are
important for her when
considering her costs.
To see what Anna has to offer
visit www.food-photography.ie
or email her directly at
matchbox.photographer@gmai
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