FIRE IN THE KITCHEN #003 | A PROVIDORE'S PERSPECTIVE
Fire In The Kitchen is a blog and video series produced by Jamie Henshall, Creative Director at TNM Creative Media. We share what it is like to work within this crazy and passionate industry. From the challenges, wins, inspiration and real-life story.
A PROVIDORE'S PERSPECTIVE
I left the kitchen in 2013 and thought no one could work as hard as chefs. The long hours, hot kitchens, orders, managing costs, staff and perfecting dishes. It was like a never-ending story, a merry go round which I had to get off.
My adventure took me on a crazy journey which I will share with you another day, but back when I left the kitchen I knew I wanted to tell stories and help businesses share this through social media, photography, video and all things creative.
My experience has allowed me to create a unqiue cocktail of gifts; my chef background, passion for marketing, inner artist and filmmaking skills. That very cocktail brought me to the Sydney Markets to work part-time for some extra cash while I was working out what TNM Creative Media would become. Before I knew it, I became a marketing manager for two well-respected businesses in the Sydney Markets.
After several years of working on projects with the likes of Tony Mann (Godfather of the markets and co-owner of Export Fresh and Petite Bouche) I was intrigued by the dynamic of the people in the markets. Whilst Sydney sleeps an army of men and women work nights in this fast-paced environment, shouting at one another with no intention to hold back. I thought kitchens were bad; now this took it to a whole new level.
Amongst the chaos I found myself looking back at all the times I used to break my wholesaler's balls about my late delivery, marked fruit, discoloured vegetables and not for one minute thinking about the madness that it took for it to get to my cold room. It was indeed no excuse for the shit deliveries I received back in the day, but I was able to gain a perspective around what it took to get this cucumber, tomato, eggplant or whatever it was to my kitchen.
When I met Luke Kohler the owner of Sydney Direct Fresh Produce, it was over a coffee on the outskirts of the markets. He had a bulldog presence that seemed hungry and ambitious. I liked it and knew straight away that we would make a video or two. For me as a marketer and filmmaker, I believe that my content can only be as good as the subject and that's when I knew that with the right direction and Luke's drive we could take the campaign I proposed "Meet The Grower" to a whole new level.
The concept was simple, feed the hand that feeds you, so it made perfect sense to capture the essence of where the produce was originating from. Two years later and multiple filled hard drives of content I arrived at Luke Kohler's warehouse at 3 am in the morning for my usual intention to capture some b-roll of the action for another piece of content. I watched Luke on autopilot and thought about the amount of work that goes into delivering produce to 400+ chefs in NSW and the stress that it carried.
There and then I was convinced that the wholesale game was just as demanding as the hospitality game and this is why it's the perfect marriage of madness that allows us all to express our passion and obsession with quality produce.
At that moment, I hit record and asked Luke, "What Does it take to be a providore?"
FILM + EDIT + ARTICLE = JAMIE HENSHALL - CREATIVE DIRECTOR AT TNM CREATIVE MEDIA