Season 3 Episode 8: Alex Shytsman, The New Baguette

In this episode, we dive into the world of Alex Shytsman, aka The New Baguette.

Meet Alex Shytsman: The New Baguette

Alex is a recipe developer, food writer, photographer, and the creator of The New Baguette, a plant-based recipe site. Her mission? To inspire people to cook more plant-centered meals at home. With credentials like co-authoring the Natural Gourmet Institute's The Complete Vegan Cookbook and contributing to Joe Yonan's Mastering the Art of Plant-Based Cooking, Alex brings a wealth of knowledge and expertise to the table.

Originally from Ukraine, Alex moved to New York City at a young age and has lived there ever since. Alex shared her journey, mentioning how she transitioned from aspiring culinary school student to becoming a food content creator and educator. She teaches food photography lessons, mostly one-on-one since the pandemic. And let's be honest—with New York City as a backdrop, the opportunities for a great baguette (and photo ops) are endless.

Alex’s Journey with Food Photography and Teaching

I personally had the pleasure of improving my photography skills thanks to Alex. She's a fantastic teacher; seriously, if you're looking to shoot on manual and not feel like you've been handed a foreign object, she's the one to call. Alex's food photography lessons came about almost organically. She dove into food photography out of necessity while working at the Natural Gourmet Institute as a marketing manager. According to Alex, she didn’t just get a job; she found a transformative experience.

From Culinary Dreams to Marketing Know-How

Alex's time at the Natural Gourmet Institute wasn't just about marketing; it was about growth. She attributes much of her current work to the skills she developed there. She combined her love for reading and writing (thanks to her English literature degree from Hunter College) with her passion for food. That balance helped her land the job and expand her skill set, from social media to food photography.

The Evolution of Food Blogging

Starting her blog in 2010, the landscape back then was vastly different: fewer monetizing options, terrible photos (her words, not mine), and it was more like a journal. Fast forward to today, food blogs are sophisticated media companies. Alex transitioned her blog to focus solely on plant-based recipes, reflecting her 90% vegan diet. This shift wasn't just a trend; it was about aligning her work with her evolving lifestyle choices.

Cookbooks: The Big (and Terrifying) Reward

Alex has worked on numerous cookbook projects, but she doesn't sugarcoat it—they're gratifying yet terrifying. The beauty of a cookbook is its tangible presence in the world; picture this, your book in a store window in a different city. Yet, with tangible products come irremediable mistakes. Unlike blogs where you can update errors, a cookbook's printed typo is there to stay.

Recipe Development: From Idea to Blog Post

Developing a recipe is no walk in the park; it's a marathon with multiple checkpoints. It starts with keyword research—yes, SEO is crucial. Then comes the fun part: testing the recipe. This can take multiple attempts and may even require hitting pause if you get sick of it (anyone for granola bars next month?). Once finalized, Alex handles the photography and uploads everything to her site.

Building and Engaging Your Audience

Building an audience is more than just numbers. Alex focuses on delivering quality content that helps and engages her community. Instagram algorithms may be frustrating, but her newsletter is where the loyal fans gather. Authenticity matters, and she strives to provide that through her newsletters and blog posts.

The Plant-Based Lifestyle

Alex’s diet and philosophy are rooted in plant-based whole foods. Although she enjoys the occasional croissant or burger (and yes, the regular versions), she mostly sticks to simple, nutritious foods. Her approach to healthy choices is all about balance. It's not about the occasional indulgence but the overall sum of one’s eating habits.

If you want to keep up with Alex, follow her on Instagram at @thenewbaguette or visit her website, http://thenewbaguette.com. Sign up for her newsletter to get the latest recipes, event updates, and cooking class announcements. Trust me, these are emails you'll actually want to open.

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