Nagi Maehashi is already Australia’s top food blogger with 1.5 million monthly readers, but that is not enough – she wants to have Australia’s number one go-to recipe site.
Within two years of starting her blog, Nagi Maehashi is tasting sweet success, but she is hungry for more.
After only three months blogging she started earning money from her food site RecipeTin Eats, which she launched after she became tired of her financial position in a big construction company.
“I was doing that for someone else,” she said. “Food is where my passion lies.”
Ms Maehashi did not know what a blog was before she started and knew nothing about computers, cameras, or social media. Her goal was to make a blog as her only source of income, so she created a business plan.
She learned how to be a skilled food photographer and she cooked, wrote and promoted her blog.
“I was spending so much time planning my content; content is king,” she said. “And if content is king, then promotion is queen.”
Ms Maehashi was “milking” social media and sent her blog to every possible source to get it out to readers. It went all the way to America, where she has regular readers today.
She has always posted three recipes a week and tries to get a variation of food and content.
“The cooking part, which I love, is a very small part of what I do,” she said.
“I am working harder than I have ever done before. I am on standby seven days a week.”
Ms Maehashi said it was important to have a niche to stand out from all the other general food bloggers. Her niche is easy dinners made by everyday ingredients.
“Niche is my jam,” she said.
She has travelled all over the world, which has heavily influenced her cooking, and writes about worldwide cuisine on her blog, from Indian beef to Greek lamb.
Ms Maehashi loves chicken wings in all their shapes and colours – especially extra crispy ones. She did a chicken wings e-cookbook last year, which became a very popular segment on her blog.
Born in Japan, Ms Maehashi was raised in Australia, and grew up poor but with a rich kitchen. Her mother was creative in the kitchen and that has also influenced her cooking today. She grew up mainly on Japanese cuisine, always embarrassed to take the food to school.
“All I wanted was a simple ham sandwich!” she said.
Today, Ms Maehashi stands at a crossroad of what she should do next in her career. She’s tossing up between cooking shows, a dinner cookbook or maybe making a guest appearance on Masterchef Australia. Nothing is decided yet, though.
One thing is for certain: Nagi Maehashi knows she wants to continue blogging and growing her business. – Rebecka Davidsson
Top photo of breakfast meal by Jessica Best, inset photo of RecipeTin Eats blogger Nagi Maehashi by Benjamin Atkinson-James