How do food creators build audiences of thousands, or even millions, online?
A live panel from the Ballymaloe Festival of Food exploring social media, storytelling, farming and the realities of creating food content today.
Recorded live at the Ballymaloe Festival of Food 2025, this lively panel discussion brings together chefs, growers, writers and storytellers who are shaping the way we talk about food online.
Hosted by Reverend Richard Coles, the conversation features New Zealand chef and viral cooking creator Daniel Rankin, Tuscany-based cook and author Amber Guinness, and Donegal grower and food advocate Barrie Quinn of Portnoo Market Garden.
Together they explore what it really means to create food content today, from building communities online to navigating algorithms, criticism and the pressures of constantly producing new content.
The conversation moves from kitchens to gardens, from viral videos to food security, and offers a thoughtful look at how storytelling can reconnect people with where their food comes from.
• How lockdown accelerated the rise of food creators online
• The power of storytelling in building loyal audiences
• Creating viral cooking videos and short-form food content
• The reality of social media algorithms and audience growth
• Why food origin, farming and supply chains matter
• Handling criticism and negativity online
• Balancing private life with a public platform
• How social media can reconnect consumers with farmers and producers
Thanks for listening to the Ballymaloe Festival of Food podcast.
Each year in May, the festival brings together chefs, farmers, producers and food lovers for a weekend of conversations, demonstrations and great food at the Ballymaloe Grainstore in East Cork, Ireland.
To find out more about the festival and upcoming events visit:
ballymaloefestivaloffood.com
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