Sometimes a visit gives us pleasant conversations. Sometimes we drink coffee and other times it gratifies us with the feeling of union with the one visited. Yesterday I was at Ediciones Vilbo to talk about the future of our collaboration. We talked about keeping the doors open to work together and in a few minutes we adjusted our friendly relationship. Later, although this time without coffee, we talked about the needs of the sector in terms of visuals with an expert like Jaume Cot.

I am not much to brag, but to fully agree with him on the lack of photographic culture (visual in the background) in a century marked by appearances seemed extremely gratifying to me. 

There is a huge group of people dedicated to satisfying our gastric needs and within this there is a subgroup that dedicates all their time, feeling and passion to not only feeding us, but to making us enjoy the inevitable process of feeding. 

Cooks, pastry chefs, oenologists and room staff who train, study and add experience to fill the stomachs and spirits of the guests they welcome into their homes. 

So far so good. Very good, even. 

Suddenly, with the need to increase their sales, their prices, or to sustain themselves in a more and more competitive market, they decide to promote what they do through one channel or another. They seek to appear in a guide, be recommended on a reputable website, have an article in a widely read magazine or be interviewed on a local radio. In doing so, they assume that, although their strength is in the face-to-face customer, they will have to show their thanks through limiting channels.

It would be strange, almost impossible, for each Dulcypas page to have a texture and a smell depending on the dessert presented (how sweet, too!). It would be absolutely impractical for us to feel in the living room of the restaurant we want to go to when we hear an interview on the radio. 

It would; it is, in fact, impossible for the photographs that we professionals take to convey everything that a chef, a gastronomic creator has wanted to put on a plate. The taste, the temperature, the smell, the texture, the presentation ... 

However, even assuming that limitation, even knowing that 2D will not express an iota of the creator's intentions, what leads us to think that an image taken with a mobile phone in a corner of a workshop will cause a sensation? How can it be that the effort put into a sweet creation, in a special plating, in a mixture of textures and flavor; get lost in how long it takes to take a picture? 

For me, it is obvious that all the creations that our chefs and pastry chefs make deserve to be captured with the utmost rigor. Trying to add value, trying to evoke something more than what the photos allow us to capture. And for that, although I have neither the experience nor the palate to create what they create; I do have the knowledge, the experience, the material and the technique to fully photograph what they create. With profit. That is, adding value, not subtracting it. Trying that everything that they have wanted to put in that creation remains. 

This is why, essentially, it is important to have a professional who will capture quality images. Let it capture with the same zeal with which the chef created the values ​​of a dish, a dessert or, indeed, any creation. That is why it is important to count, also in promotion, with image and communication professionals. 

 Barcelona March 7, 2019