Charlotte Bell is a dear friend and another inspiring and creative person I am excited to add to the Sunday Projects Journal lineup. Charlotte is a businesswoman and cook whose work centres around creative and healthy food that is fresh, simple and inviting. I love talking to Charlotte because she is an example of someone who has followed their curiosity and made a successful career doing what she loves.

Charlotte studied in Dunedin and after spending time working for Local Government, Charlotte noticed a lack of healthy and affordable lunchtime food options. Seeing a gap in the market, Charlotte took the plunge and built her own food business (Bell & Co), which began delivering lunches to inner-city Christchurch. Under Charlotte’s impeccable guidance, Bell & Co became renowned for delicious and nourishing salads and sandwiches. The business quickly grew to supplying cafes and providing catering services, and Charlotte successfully sold the company before heading overseas. Since then, Charlotte has travelled, worked in the food industry and has also started a new food project, the beautiful YUM Journal.

Charlotte’s work has a unique style that really stands out in a crowded industry, and she is well known for the ease and deliciousness of her recipes (the salted dark chocolate and raspberry tart in particular is a true blessing). I hope Charlotte’s story inspires you to pursue a creative venture that you have had brewing for a while.

What gave you the encouragement to leave your respected and well-paid job and start your own food business?

I think I knew as soon as I started in an office that it wasn’t for me, I was restless all of the time and had no passion for the work I was doing... I had the idea for the business then started small by asking questions. I got to a point where I had a pretty solid business plan and threw myself into it. I didn’t make it particularly easy for myself in the beginning, but I did fortunately have the support of my talented and encouraging friends, who saw me through.

What do you wish you knew before starting Bell & Co? Any gems of wisdom for people wanting to start their own entrepreneurial or creative journeys?

For those, looking to start, seek advice from those who have done it before! People are so willing to help and pass on their wisdom and if you don’t feel confident doing something, find someone who does. Don’t expect to do it all, if filing your GST fills you with dread every month, consider getting an accountant or bookkeeper to do it for you. It may be a cost you need to factor in, but relieving yourself of the mental load will free up space to be more productive in the areas you feel strong in.

For me, I tend to throw myself in the deep end with these sorts of projects, but I would advise others to start small, get a feel for it, begin part time, on the side, so there is less pressure, financially. However, if you are like me and thrive under pressure, go all in and back yourself. Be prepared for a few sleepless nights.

All your projects really nail the photography and social media side of things, which I know is much harder than it looks. Any advice for people or small businesses on how best to use these tools?

I guess a lot of it comes down to practice. Play with your camera and with composition and light, watch YouTube tutorials, make Pinterest boards, follow food stylists, magazines and columns on Instagram, download an app to edit your photos (I use VSCO cam), get your presets sorted and saved... Once you have the basics down, you can play around and find a style that feels natural to you. It’s also really helpful to have a good spot in your house or workplace that has great natural light and a set of props (I have interesting fabrics, plates and cutlery). Just keep taking pictures. It also helps to seek honest feedback, from trusted sources.

What do you love most about working with food? What do you love the least?

I love the creativity and the practical aspect of working with food. It’s tasked based, you need to move fast and carefully, which suits me. It’s very satisfying striking things off your prep list and seeing everything come together. I love simple food, I’m very easy to please. I love having one ingredient, looking at it and getting excited about how to transform it into something beautiful and enjoyable.

I do struggle sometimes as an emotional eater! If I’m tired or flat and there are offcuts of brownie or leftover croissants its easy to overindulge and feel rubbish.

I’m also not great at cooking for myself, I turn everything into a frittata, I much prefer cooking for friends.

Can you share an ingredient or cooking technique that you think is underrated?

I’m not sure it’s underrated… but I love cooking on the BBQ or over an open flame. An underrated ingredient that seems to keep popping up this summer is cabbage, of all things... it is so versatile... I’ve been eating it in slaw, sauerkraut, Okonomiyaki, and just simply sautéed with hazelnuts and butter... Hazelnuts have also quite recently become my favourite nut.

I can imagine you grew quite attached to Bell & Co. and the people you worked with there. How did you make the decision to sell? Any thoughts for people making the decision on whether they should sell their business?

It just felt like the right time. I was tired and wanted to travel. It was a big decision and the actual process of selling the business felt tougher than starting it. For others going through this, be prepared for an emotional rollercoaster. Once again, seek advice from professionals and people that have done it before. If it’s a small business, and you don't have the budget for a broker, get your finances and business plan in order, and put the business on Trade Me.

I feel most people will know when the time is right, when they’re ready to move on, change pace or start something new. For me, planning and starting the business was the most enjoyable part. I knew it was something I was only going to do for a couple of years.

The food industry can be a pretty hectic one, with big days on your feet and high stress environments. How do you maintain balance in your life?

I think it’s so important to leave your work at work. Work hard when you’re there but leave at the door when you finish. Exercise! Find something you really enjoy, it doesn’t have to be the same thing all of the time, if you’re low on energy don’t suffer your way through some kind of HIIT workout for the sake of it. I love being in the water, so I swim or surf as often as I can.

Do what it is that helps you recharge; spend time with friends, have a night out. You can’t give what you don’t have, so don’t feel guilty about indulging in a little self-care.

I’ve also come to understand that motivation and energy come in waves, change is constant, I am learning to embrace that and harness it when I can, but also not be too critical if all I can manage is the bare minimum.

Your focus is always on seasonal vegetables and produce, and I love how your food is healthy without being restrictive. Any tips for happy healthy cooking?

Seasonal cooking is key! It makes so much sense, for our health, our local economy, our environment and our wallet. Nature provides us with the nutrients we need at different times of the year, it’s so important, to me, to be in tune with that. Also, seasonal, locally grown food will always taste better.

I avoid buying packaged food. The less rubbish we can generate the better and it’s a very simple way of cutting out unnecessarily processed foods. It also helps to keep a pantry stocked with solid staples like a good oil, a collection of your favourite spices and grains.

You are constantly creating new delicious things. What inspires you to create new recipes? What cooks are you loving at the moment?

I will always love Ottolenghi, I’m forever inspired by him. I love the Guardian Food column, I’m obsessed with all of the food stylists and cooks that contribute to that. Other cook books I’m loving at the moment are Community by Hetty McKinnon, The Modern Cook’s Year by Anna Jones, Ruffage by Abra Berens and any of the Ripe Deli books. I’m personally inspired by friends, if I know someone loves a particular ingredient, I love coming up with ways to use that for them. Instagram is also such a good source of inspiration, it doesn’t have to be a particular recipe, but I love seeing what people are doing with flavours and colours.

You have done so much at such a young age! What do you envision for your future? Share some 2020 goals with us!

It does feel that way, sometimes. For 2020, I am travelling back to Europe for most of the year, to work in a Surf House, cooking and help manage the hostel. I’m looking forward to it and excited to see what will come from the experience. I’m going to live simply, surf, cook and enjoy the sun, make it to a few festivals and hopefully fit in a bit of travel. I’ve started working on a recipe book with a clever friend of mine based in Melbourne, which I feel very excited about. I also have plans to start a small natural skin care range when I return back to NZ. So the year will be filled with plenty of creative projects and planning. My main goal is to be happy, healthy and unafraid to give things a go.

What is a quality that you look for in people you surround yourself with? Why?

Again, it comes back to how a person makes me feel. I am so fortunate to have creative, clever, generous, encouraging and at times very patient friends. I surround myself people who allow me to express myself overtly with ease and without judgement. My friends are my greatest source of inspiration and my greatest joy. I will always value their honesty and willingness to either lift me up or hold me accountable. I need that.

I hope you enjoyed Char’s words of wisdom as much as I did. Follow Charlotte and her exciting creations on Instagram at YUM Journal. In these pics Char wears our original Black Billie dress and our 3/4 Frida Oatmeal Top at her sunny flat in Wanaka, NZ.

Josie XX