Over the past few years, we’ve watched Tosin Samuel (@tspices_kitchen) become a creative force and carve a niche for herself with her unique approach to cooking videos. Known for her authentic and original style of cheeky voice-over narration, she brings a breath of fresh air to the world of culinary content in Africa. Moveee engages her in a conversation that delves into the roots of her journey, the challenges she faced, and her vision for the future of Tspices Kitchen.
Moveee: Can you share when and how you decided to embark on your food blogging journey?
Tosin Samuel: My journey into food blogging started as a quest to learn how to cook. Surprisingly, people assume I have extensive experience, but the reality is that I began because I wanted to acquire cooking skills. The idea of being in the food industry had always been in the back of my mind, but I didn’t know where to start. Initially, I tried selling soup bowls during my service year to make ends meet, but the location posed challenges. Eventually, I stumbled into food blogging by sharing my weekly recipes online.
That’s fascinating. When did this journey officially kick-off?
It began around 2017/2018, but I didn’t fully commit to food blogging until 2020, transitioning to full-time in 2022.
Many have noted the impact of the pandemic on various industries. Did it play a role in shaping your decision to pursue food blogging more seriously?
Absolutely. The pandemic made me reevaluate my options, pushing me to choose between traditional office work and doing what I love. Recognizing the global shift towards online platforms, I decided to embrace the opportunities that digital spaces offered.
You mentioned creating one recipe per week during your initial phase. How did you decide which recipes to feature?
I started with Nigerian recipes before branching out to explore dishes from other countries. Extensive research, watching videos, and adapting recipes to suit my taste were crucial elements of the process.
Your videos stand out for their simplicity and accessibility. How do you distinguish yourself as a food content creator?
My distinctive voice and commitment to authenticity set me apart. I prioritize simplicity, aiming to demystify recipes for viewers. I use readily available ingredients, keeping in mind the diverse audience that may not have access to speciality items.
With the surge in food content creators, do you believe the food industry holds a unique significance for culture and human connection?
Undoubtedly. Food is a fundamental part of our existence, and the food industry is resilient. As food bloggers, we contribute by showcasing diverse ways to prepare meals, making the food industry essential and superior to others.
Given your background and location, what challenges did you face, and how did you overcome them?
My initial challenge was my location in Lokoja, which limited access to certain ingredients. Adapting and finding alternatives became essential. Additionally, unreliable power supply and the high cost of ingredients in Nigeria posed additional hurdles.
How do you build a community with fellow food content creators, considering your unique location?
Despite being based in a non-central location, the online nature of content creation facilitates collaboration. However, I sometimes face challenges when brands assume I’m in Lagos. Adapting to my reality and conditioning my mindset to make it work regardless of my location has been crucial.
Growing up in a multicultural environment, how has your cultural background influenced your approach to food blogging?
My upbringing, surrounded by Yoruba traditions and flavours, significantly influenced my perspective. For instance, assumptions about everyone loving pepper were challenged when I encountered people from different cultural backgrounds. Embracing cultural diversity has been a learning process.
Considering cyberbullying and trolls, how do you navigate and cope with negativity online?
Initially, negative comments were disheartening, but I realized I couldn’t please everyone. Over time, I developed resilience and a mindset that focused on my passion rather than external opinions. I continue posting and engaging with my audience regardless.
Who are some content creators who have influenced your journey, especially in the food niche?
Cece Jemima, Cece Yemi, IQFoodPlatter, and Kitchen Butterfly were early influencers for me. Following their pages provided inspiration and guidance when I started.
Can you walk us through your creative process, from conceptualization to the final content?
It begins with planning and writing down recipes, followed by a trip to the market for ingredients. After prepping and cooking, recording can extend the process to around three hours. Editing, captioning, and responding to comments complete the journey.
Have you ever had to restart a cooking session due to mistakes?
Yes, many times. Ensuring the visual appeal for viewers is essential, and I take my time to avoid errors during recording.
Looking ahead, where do you see the future of the African food industry, especially in the online space?
I envision a promising future for the African food industry. While challenges exist, the emergence of more food influencers and bloggers is a positive trend. With increased documentation and exposure, African recipes can reach a global audience.
How do you think food fosters cultural understanding within Africa and beyond?
Food serves as a universal language that connects people across cultures. It has the power to bring individuals together and build strong cultural relationships.
What are your future aspirations for Tspices?
Miss Tosin: In the short term, I aim to establish a proper website for Tspices, featuring well-documented recipes in various formats. Additionally, I plan to create a cooking community where people can learn basic culinary skills. Long-term goals include travelling the world to experience and compare different cuisines.
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