There it is in all its shining glory. Look, just up there. It’s something I’ve been meaning to do for a while and every time I’ve opened the page my eyes have drifted upwards and done the visual equivalent of a sigh when I’ve looked at the vague ineptitude of the image that was there before.
But no longer. Now you can actually see the name of the blog as well as a few favourite pictures which may, or may not, change according to the seasons.
There is also a new logo up there, see? Well, new in one sense. It’s actually my old logo but it is new to this site. I designed it a couple of years ago to compliment my first business venture which I hoped would make me millions. Ultimately it just made me stressed and poor but it was fun.
The company, also called Just Cook It, was set up in the hope of encouraging people to cook from their very own personalised cookbooks. Instead of buying a recipe book and only cooking two or three meals from it, I thought, wouldn’t it be great to have a cookbook where every recipe was tailored to your exact requirements?
And so Just Cook It was born. Customers could subscribe and make requests, however specific, and we would create a recipe or dinner party menu based on their exact requirements which would then be emailed or sent to them along with wine suggestions and other miscellaneous information. As far as I could tell, at the time it was the only service of its kind in the world. Perhaps there was a reason for that…
But the bottom line was the bottom line and for now at least, the only thing that remains is the logo, a hammer and sickle pastiche played out with a pan and whisk designed to signify the democratisation of the kitchen and compliment the simplicity of the name. Just Cook It. That was the message.
And to a large extent it still is. This blog isn’t about endless lists of recipes or restaurant reviews or the occasional post about what I had for my meal last night. It’s about food and cooking in a more general way and I do try to put those centre stage. Naturally it is about my experiences with food but I do try to put something of a spin on my writing to make things both interesting and relevant to as many people as possible because, as a writer, that is pretty much my raison d’etre.