4. Minimalistic Millennials - Dana Shultz
Moving on from my previous post on Madeleine Olivia - who supports the zero waste movement by establishing her own voice on social media and incorporating veganism into her lifestyle - is Dana Shultz, or more well known as, the Minimalist Baker.
Minimalist Baker is a blog created by duo Dana Schultz and her husband where in their eBook Fan Favorites say they share "simple food" (2) recipes. She started the blog because she wanted to see more simplified recipes and now shares recipes requiring "30 minutes or less, 1 bowl, or 10 ingredients to prepare". They claim their blog is "more than easy desserts" (2) and more "simple, delicious food" (48). A lot of their recipes are vegan, and, or gluten-free which appeals to supporters of the zero waste movement. Connecting it to minimalism, it is defined by The Minimalists as "a tool to rid yourself of life's excess in favor of focusing on what's important - so you can find happiness, fulfillment, and freedom". The trends of veganism, and as you'll see, minimalism is connected to the consumption of food. According to the way they portray this lifestyle through text and images, the way you cook and what you eat can allow you to find happiness, fulfillment and freedom.
As Dana Schultz says, "All eaters welcome". Let's dig in!
The e-cookbook greets the reader with open arms, "Whether you're new to Minimalist Baker or have been around for a while now, we're so glad you're here. Welcome" (2). Immediately, the author's personality and character is seen as friendly, casual and approachable. This is demonstrated through the language: they are "glad" you are reading their cookbook and they "welcome" you. Positive vibes.
She proceeds to introduce herself and her husband, "I'm the author - Dana - and along with my husband, John, we created this blog in 2012 with the goal of helping others get into the kitchen to cook simple food" (2). The writer is engaging with the reader on a personal level as equals by introducing themselves by their first names and establishing a relationship. The writer then describes their intentions of starting their blog out of helping others to cook simple food. This influences the reader to help achieve their goal which is to use their cookbook, get into the kitchen, and follow their effortless recipes. Therefore it is producing an impact, influencing the way we eat and cook.
In the cookbook, each recipe is either preceded or followed by a large image of the dish that covers the whole page. For example, this is the photograph preceding her recipe for Chocolate Chip Oatmeal Cookie Pancakes:
The image covers the whole page and attention is drawn towards the (supposedly) partially-eaten layers of the pancake since it is centralised. Melting chocolate chips and additional chips on the side of the plate makes it look aesthetically pleasing. Also, the unfocused glass of milk behind the pancakes is reminiscent of the milk and cookies left for Santa during Christmas. As a whole, this image invites the reader to imagine the textures and the taste of the recipe. Through the image, it portrays a perfect sweet treat to accompany the recipe.
Focusing on the visuals and structure of the recipes, they are clean and concise. It goes like this: name of the recipe, "Prep Time," "Cook Time" and "Makes," followed by a list of ingredients, instructions, "Notes from Dana" and nutrition information at the bottom of the page. This structure makes it convenient for the reader and is easy on the eye. There is also engagement with the reader through the added notes from Dana where she gives suggestions. For example, "add 1 tbsp honey, maple syrup or agave nectar for extra sweetening, but I didn't find it necessary" (13) adds a personal touch to the recipe. It demonstrates that she has tried and tested the recipe and knows what is best and easiest for you.
The focus on simple (vegan) food is reinforced with the colour scheme of green and white which is often associated as the colour of life, nature and freshness. She says, "I've called these chocolate chip oatmeal cookie pancakes for a very plain reason: that's exactly what they taste like" (13). The voice behind the description of the recipe is written in first person and justifies the taste. This makes Dana's persona helpful and knowledgeable for simple recipes. The pancakes are simple, tastes like what is said on the tin, and is delicious.
But gathering back our thoughts on the zero waste movement and the trends of veganism and minimalism, it is also important to question, where is the waste? Where are the photos of the failed results, the leftover batter or the burnt bits? It is unmentioned throughout the whole cookbook, not even once; hidden, purposefully forgotten...
Something else to ponder on is, how many of us actually use and follow cookbooks? Are we all just a bit like Marian in Margaret Atwood's The Edible Woman and flick through cookbooks while eating out of a jar of peanut butter? I must admit, I've only ever followed one or two recipes step-by-step out of a whole cookbook before, and the rest I admire over the pictures... imagining how delicious it would be.
In my next post, I will be looking at how waste is approached in Mrs Beeton's Book of Household Management from the 19th Century. How does a 19th century cookbook influence what food to eat and how to eat it?
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| Minimalist Baker - 'About' Page |
Minimalist Baker is a blog created by duo Dana Schultz and her husband where in their eBook Fan Favorites say they share "simple food" (2) recipes. She started the blog because she wanted to see more simplified recipes and now shares recipes requiring "30 minutes or less, 1 bowl, or 10 ingredients to prepare". They claim their blog is "more than easy desserts" (2) and more "simple, delicious food" (48). A lot of their recipes are vegan, and, or gluten-free which appeals to supporters of the zero waste movement. Connecting it to minimalism, it is defined by The Minimalists as "a tool to rid yourself of life's excess in favor of focusing on what's important - so you can find happiness, fulfillment, and freedom". The trends of veganism, and as you'll see, minimalism is connected to the consumption of food. According to the way they portray this lifestyle through text and images, the way you cook and what you eat can allow you to find happiness, fulfillment and freedom.
As Dana Schultz says, "All eaters welcome". Let's dig in!
 |
| Cover of Fan Favorites |
She proceeds to introduce herself and her husband, "I'm the author - Dana - and along with my husband, John, we created this blog in 2012 with the goal of helping others get into the kitchen to cook simple food" (2). The writer is engaging with the reader on a personal level as equals by introducing themselves by their first names and establishing a relationship. The writer then describes their intentions of starting their blog out of helping others to cook simple food. This influences the reader to help achieve their goal which is to use their cookbook, get into the kitchen, and follow their effortless recipes. Therefore it is producing an impact, influencing the way we eat and cook.
In the cookbook, each recipe is either preceded or followed by a large image of the dish that covers the whole page. For example, this is the photograph preceding her recipe for Chocolate Chip Oatmeal Cookie Pancakes:
The image covers the whole page and attention is drawn towards the (supposedly) partially-eaten layers of the pancake since it is centralised. Melting chocolate chips and additional chips on the side of the plate makes it look aesthetically pleasing. Also, the unfocused glass of milk behind the pancakes is reminiscent of the milk and cookies left for Santa during Christmas. As a whole, this image invites the reader to imagine the textures and the taste of the recipe. Through the image, it portrays a perfect sweet treat to accompany the recipe.
The focus on simple (vegan) food is reinforced with the colour scheme of green and white which is often associated as the colour of life, nature and freshness. She says, "I've called these chocolate chip oatmeal cookie pancakes for a very plain reason: that's exactly what they taste like" (13). The voice behind the description of the recipe is written in first person and justifies the taste. This makes Dana's persona helpful and knowledgeable for simple recipes. The pancakes are simple, tastes like what is said on the tin, and is delicious.
But gathering back our thoughts on the zero waste movement and the trends of veganism and minimalism, it is also important to question, where is the waste? Where are the photos of the failed results, the leftover batter or the burnt bits? It is unmentioned throughout the whole cookbook, not even once; hidden, purposefully forgotten...
Something else to ponder on is, how many of us actually use and follow cookbooks? Are we all just a bit like Marian in Margaret Atwood's The Edible Woman and flick through cookbooks while eating out of a jar of peanut butter? I must admit, I've only ever followed one or two recipes step-by-step out of a whole cookbook before, and the rest I admire over the pictures... imagining how delicious it would be.
In my next post, I will be looking at how waste is approached in Mrs Beeton's Book of Household Management from the 19th Century. How does a 19th century cookbook influence what food to eat and how to eat it?
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