Potpourri

35: Ashley Moulton, Founder, Nomster Chef

About Ashley Moulton

Ashley Moulton is a NYC-based tech entrepreneur working on Nomster Chef.

She has worked in kids’ educational media for 8 years: on a preschool TV show on Nickelodeon called “Team Umizoomi” and on apps at YouTube Kids and PlaySquare. She is a 2015 graduate of the Stanford Graduate School of Education’s “Learning, Design, and Technology” program. Nomster Chef was…

  Here are a few behind the scenes shots from the shoot:

  And, here are a few of my favorites that didn’t make the cut:

The numbers are startling. According to the CDC, about 70% of adults 20 or older are considered overweight or obese… that’s more than 2 out of every 3 people who are facing a higher risk for a variety of diseases and early death. And, even worse, about 1 in 5 teens, about 1 in 6 kids aged 6-11, and about 1 in ten toddlers and kids up to 5 years old are considered obese. What was that old adage how about how our kids are our future? If that’s true, what do these statistics tell us about our future?

Here’s the thing, there are a lot of people that say that it’s totally fine to be overweight. That it’s “normal” and to quit the “fat shaming”… but… to deny that this is a problem is to not live in reality.

This issue of obesity and overweight is certainly complex, and not attributable to one simple cause, and, yes, I agree, people still deserve dignity, but this issue definitively has a huge impact on us, both on an individual level and society at large.

Again, to deny the health impacts on individuals who are overweight is to deny reality. For instance, overweight and obese people pay, on average, $1,429 more per year in health care costs, according to a 2009 study by Finkelstein, Trogdon, Cohen and Dietz published on Health Affairs. And this is not institutional/systemic bias against “people with larger bodies,” it is a sign that there is a clear correlation between weight and impacts on health, regardless of whether you believe any data from the CDC or scientific studies on the correlations of overweight/obesity on the risk for diabetes, heart disease and other conditions, for instance.

“But, I’m healthy, why should I care,” you might think? Well, because, as I mentioned above, it’s not just about the individual, his/her costs and his/her increased risks of pre-mature death. There is a cost to society as a whole, both financially and progress-wise.

The Finkelstein study above estimated that total annual costs of health care related to obesity came in at about $147 billion dollars for 2008. (Yes, I realize this is 10 years ago… so imagine what that number is now.) If you divvied that up among our current population, to reduce the impact, that works out to be about $451 per person per year.

Don’t think that you foot the bill for any of this? Do you pay taxes?

According to the Center for Budget and Policy Priorities, in 2016, health programs including Medicare, Medicaid, Children’s Health Insurance Program and Affordable Care Act made up about 26% of the annual budget. And, according to an article on financial expert Dave Ramsey’s website, a “sample 2011 tax receipt provided by whitehouse.gov shows the total tax bill for a married couple with two kids making $80,000 was just over $9,000″ total, and of that, about 21% was designated to health care related programs. And, in that Finkelstein study, they determined that 8.5% and 11.5% of Medicare and Medicaid spending, respectively, are directly related to obesity/overweight. That means, about $1,800 (or more) of this sample family’s income taxes are going to medical programs in general, and about $360 obesity related care directly. How much of your money do you want to spend on obesity care for society, or on yourself, for that matter?

And, to top it off, this isn’t even taking into account the cost of lost productivity… based on time out of work due to health issues connected to obesity, obesity-related disabilities, and so on, which I don’t have numbers for at the moment.

So, why am I so passionate about this? It’s not really about the money, for me. I personally grew up over weight and out of shape, and not for a lack of exercise, as I was pretty active doing soccer and dance throughout my childhood. I later realized that the food I was eating, and I don’t blame my parents, but the food I was eating was not properly fueling my body. In addition to eating too much processed food and sugary foods, I also ate a lot of refined carbs and not a lot of nutritious veggies/etc. I am partially to blame/responsible for this, having been a picky eater for most of my youth, and busy/on the go a lot… And it wasn’t until I was in my early twenties that I decided I would do something about it. So, I set about to learning about food, nutrition and going down the rabbit hole of attempting to figure out “the truth” about healthy eating.

I got so passionate about this area that I decided to devote some of my professional work in photography to this area – particularly through food photography – but also started a podcast exploring topics around food, health, food systems, food entrepreneurship, nutrition and more with entrepreneurs, game changers and experts.

This all, ultimately, led to my attending the International Association of Culinary Professionals conference, this past February, where I met a woman named Sophie who works in the Culinary Institute of America’s strategic department. When I mentioned my podcast, Put a Fork In It, and how I’m on a mission to create a healthier, wealthier and happier world, she told me about a conference she was working on through the CIA – the Menus of Change.

I didn’t know what it was at that time, but she mentioned to follow up and she could connect me with the right people to get a press pass, on behalf of the podcast and my blogging.

Being the diligent person I am, I did just that, and with that deal of networking, a few weeks ago, I had the amazing opportunity to attend this 2.5 day leadership summit at the Culinary Institute of America in Hyde Park, NY (not too far from where I live).

This conference was founded several years back as a way to include the food service and food consumer packaged goods industries in the good fight: helping to shape these industries to influence healthier options/choices for consumers and adapting our current food system to a healthier and more sustainable version that prioritizes personal and environmental health and, ultimately, delicious food.

It was truly a great opportunity to be among the CEOs of large food companies, chefs and culinary/nutrition directors, scientists, and more who are all on the cutting edge of this work.

My eyes were opened to the fact that the food industry and agriculture are one of the leadings contributors of climate change. Something I realized while at the conference, since I really try to be apolitical and not polarizing, and try to find the middle ground on these types of things, is that whether you believe in human caused climate change or not, there are definitely measurable and important impacts on the environment from our current behaviors in the food/ag industries, and we can always improve. In retrospect, that should of been pretty obvious, considering that we use land to grow our food, both plants and animals, which certainly has impacts on the soil, and, how about erosion of soil from replanting crops annually, or methane coming from livestock, or waste and pollutants of all sorts from shipping materials, or pollutants from herbicides, or decreasing bee populations, or getting rid of “sub par” produce, or packaging from processed goods (or otherwise), and so on.

If you want more specific information, here are a few resources to get you started:

Environmental Effects of the US Food System, a report on the National Center for Biotechnology Information’s website, and

Environmental Impacts of Food Production and Consumption, a report from the UNESCO- Encyclopedia of Life Support Systems, which catalogs “state-of-the-art, high quality, peer reviewed, thematically organized archival content in many traditional disciplines and interdisciplinary subjects with including the coverage of transdisciplinary pathways”.

Or, if you prefer something a little simpler to follow, check out the this Vice piece about the impacts of Climate Change on the wine industry.

Another interesting show is Rotten, on Netflix.

So, similar to above, regarding denial of health impacts of obesity, to deny that our actions in the food/ag industry has an environmental impact, is to deny reality. So, again, whether we believe in climate change or if we do believe it exists, but aren’t sure that we could really do anything about it, the fact is that we are currently doing things that impact the environment and, again, if we believe in our kids being our future, it’s really in our best interests to take care of the environment, to do a better job, and create a sustainable world where our kids can grow up and raise kids of their own.

This event, the Menus of Change, really opened my eyes to this. And while, at first, I did have some resistance and skepticism to what was being said, since environmental issues are often a politicized and therefore polarizing and propagandized issues with a lot of buzz words designed to make us feel guilty and shameful (from both sides of the spectrum), I’ve opened my mind back up to this topic and it’s true importance, because it’s critical to recognize that our actions, individually, as as people and businesses, as well as in the collective industry and society at large do really matter for the long term success of our species and life on earth. And, if we don’t take care of our environment and resources, we all lose out in the end regardless of whether you’re on the left, on the right, believe that humans have caused climate change, or that we can’t do anything to prevent or reverse climate change.

So, as you might expect, the conference included presentations from industry leaders in various sectors of the culinary and food system, entrepreneurs, scientists, chefs and so on, as well as networking opportunities. But, what was unique was really how deeply the concepts and values were actually applied. What I mean is… they actually practiced what they were preaching about plant-forward menus, the “protein flip” and the “Mediterranean diet”/using unique ingredients and local sourcing. It wasn’t just a load of preaching or trying to “inspire” or “educate” or propagandize to make change, there was actually a full-reaching application of the principles during their own meal times. They sampled some of the dishes that were discussed or shown during cooking demos, and even provided the recipes for the foods that were served, through the conference app. It was certainly a refreshing change to be at an event that actually served delicious AND nutritious foods – a pet-peeve and big weakness for me.

This really is exciting and makes me grateful to have been a part of it and to meet so many people that also want to improve the food system and public health. It’s very encouraging and, even if there are certain things that may be polarizing or pique my skepticism or critical side, it really comes back to one of my favorite guiding principles, from Ghandi himself, to the CIA: “Be the change you wish to see in the world” and, therefore, lead by example.

It was really wonderful to be a part of that experience and be able to be a part of something that embodies this philosophy – it’s one of the reasons that I do what I do and pursue the goals that I pursue, in spite of challenges and naysayers. I really believe that if you want to change the world, you have to start with your self and act in accordance with your values, first, and if you do that in your own life, the more people around you will see that it’s possible and be inspired to try it too. And to me, this is the greatest approach we can take to create the positive changes we wish to see. One small act and one person or organization at a time.

  Here are some of my photos:

Pork Tsukune and Shishito Skewer, tare glaze over warm lentil salad

Kozy Shack Rice Pudding with slow roasted strawberries and crispy citrus pistachios

Kozy Shack Rice Pudding with slow roasted strawberries and crispy citrus pistachios

Illy coffee rubbed blended mushroom and beef slider with coffee barbecue sauce

Improved Nature Mini Bites Creamy Pistachio Pesto Pizza

Wonderful Pistachio and Almond Orange Energy Bite

Wonderful Pistachio and Almond Orange Energy Bite

Caylena presenting at Hudson Valley Women In Business

On Monday, June 11 I had the opportunity to present about Using Photographs Strategically to Make an Impact and Drive More Business at Hudson Valley Women in Business at ARTBAR Gallery in Kingston.

It was a great event, and I’m excited to have had the chance to share my approach to photography for your business.

If you were there and would like a copy of the presentation, please enter your info…

Headshot Mini-Sessions are Back!

Do you have a personal brand, sell insurance or houses, or otherwise promote yourself online, on a business card, or on LinkedIn?

If you’re looking to showcase your personality and professionalism to new and prospective clients but perhaps you’re short on time or budget to do a full branding session, our mini-sessions are a great option!

They are affordable and allow you to upgrade or update your…

Product Photography Event, May 23!

Does your small business only have a few products and think professional photos are out of reach?

Having professional photos of your products is mandatory if you hope to maximize your online sales.

Think about it… Would you feel confident in a business or product whose website had amateur product photos?

You put time and resources into all the other aspects of the product, packaging, labeling,…

Headshot Special – ONE DAY ONLY – Friday April 20

Super last minute… Who needs an awesome portrait to promote themselves online? Are you available tomorrow?   Tomorrow – FRIDAY April 20!!! For 1 day only from 10:30-3pm I’ll be offering express, environmental headshot mini-sessions in/around One Epic Place and Main St in New Paltz.   $149, 25 min sessions per person, includes web gallery of proofs and 1 retouched photo selection.   M…

Between 30 and 60 entrepreneurs in the food and beverage industry from the region gathered to meet, mingle and hear some great insight from county executive, Mike Hein, keynote speaker and entrepreneur, Michael Rozyne and Todd Erling, Executive Director of the Hudson Valley Agribusiness Development Corporation.

The topic of the evening: logistics and collaboration. Rozyne spoke about opening our minds on how we perceive and enter into collaborations. He suggested we be more open minded and adventurous when looking at collaboration, and enter into it with an understanding of the other person’s position. His motto in the speech, “Logistics: a necessity; Collaboration: an opportunity.” And, he definitely wins the prize for the most unique ending to a business presentation: poetry! Certainly impressive.

Here are a few simple photos I took during the event.

This type of inquiry has been popping up more and more in my inbox and by phone inquiries, and there are some red flags.

What it says to me is that more and more people believe they need a promotional portrait (a headshot), but would rather simply check it off of a to-do list than truly invest in it with intention – for whatever reason, whether it’s inexperience, an impending deadline, time/”busy-ness”, actual money issues, self-consciousness, or otherwise…

But, here’s the thing… there is no such thing as “just a simple headshot.”

Just think about it – what does that phrase even mean?

Is a simple headshot:

a studio portrait with a white background and bright lighting, with little shadows

a studio portrait with a grey background and contrasty lighting

a studio portrait with a black background and lighting like a Rembrandt painting

a close up portrait outside with blurry trees in the background

an environmental portrait in your office with window light

etc?

Which of these images is “a simple headshot”?

Perhaps any of these is a “simple” headshot!

Because of this confusion and the trend of people looking for it, with this post, we’ll be exploring several ways in which a headshot can be a bit more complex than you may have originally thought and how/why we doing things a little differently than other photographers.

In this post, we’ll cover:

the two most common responses to the “how much is it for a headshot” question

red flags on a photographer’s website,

how to get the most ROI from your promotional portrait session,

why it matters how your photo(s) will be used,

how to not miss out on value from your promotional portraits,

5 ways to benefit from having multiple different photos,

some benefits of environmental images and where to use them

and more.

“How much is it for a simple headshot?”

So, how is it that you can call some photographers and ask, “how much for a headshot?” and get a simple answer “It’s $150” (or whatever they charge for a “basic headshot” – whatever that is) and other’s will answer your question with more questions?

Well, firstly, everyone has something different in their mind’s when they use the word headshot. And, even when you qualify it with “studio” before the word headshot, there are still a lot of variables, from a photographer’s perspective, such as

style of lighting

color of background

props

pose

camera angle

composition

closeness of crop

and more.

And, on top of that, there are other considerations from the client’s side of things, such as

wardrobe,

hair/makeup,

expression

and how you plan to use the image(s).

  Response 1: The Quick Response, “It’s $X”

So, when a photographer just gives you a simple (low) price as a response, it may be because:

They keep their approach the same for each client, not varying anything based on the unique client who is in front of them,

They use the exact same lighting set up and backdrop for everyone,

They have a studio or home studio, which they can leave set up 100% of the time,

They use only available light (either as a sign of inexperience, lack of owning equipment, or as stylistic choice),

They only do 10-15 minute sessions, just enough time to tell you to stand over there and smile,

or otherwise.

Just take a look at their portfolio – what do you see? A lot of images that look the same, but with different faces? Or, images with flat lighting that don’t jump off the screen? Perhaps the people’s expressions look uncomfortable or fake because they didn’t have a chance to get comfortable. Perhaps their website or the images themselves are old looking, as well. These things are red flags to consider when thinking about choosing a photographer.

  Response 2: “It depends” or “Well, why don’t you tell me a little about what you’re looking for?”

On the other hand, what’s the deal with the photographers (like us) who answer your question of “how much is it for X” with “well, it depends…”, or by asking you for more information about what you’d like.

Well, I can only really talk about our approach and why we won’t just tell you “it’s $X.” Even for a “simple studio headshot.”

For us, it’s because, even though we do have some standard packages for promotional portraits, and occasionally offer mini-session headshot events, all of our portraits are as unique as the clients in them.

Sure… you may see some stylistic similarities from image to image, but our creative process and attention to the uniqueness of our clients allows us to make a mix of different types of portraits/headshots that serve different purposes for each client, in each different way they use them.

When you work with us, you’ll notice just how collaborative our approach really is, even with our lower end packages.

Why?

For one, one of our goals is for you to really feel comfortable and as natural as possible during your session. For two, it allows us to build rapport and get a real understanding of the creative direction that makes sense for your style, brand and personality. Even for our special event mini-sessions, our clients get to choose what they like, in terms of lighting style, location and more.

And, unlike those photographers who take the in-and-out approach, we like to spend more time with our clients for a few reasons:

We believe in natural expressions and hate it when photographers use cliche’s like “say cheese!” So, we need time to build rapport and coach the perfect expression out of you.

More time = more set-ups, varieties in posing, wardrobe and more.

We take a more holistic view of the potential ways you may use your portraits, meaning we will shoot many different options.

And, you can see the difference, even when you review our website.

Firstly, we use a modern looking site that functions across different platforms.

Secondly, when you review the portfolio, you’ll see a variety in the lighting, backdrops, locations and more – it doesn’t look like each photo is the same, just with a different face, even with studio style photos.

You’ll also notice variety in the expressions, poses and composition, as well as natural looking, genuine expressions.

You may even see multiple photos of the same person, photographed in different ways.

You’ll see a website that gets updated on the blog, an active social media presence, and more.

These are just a few signs that might help distinguish what you’ll get.

  Getting the most ROI on a headshot.

So, if you’ve read this far, you may be on board with the idea of spending something on a professional photo session, but you may still be wondering why it’s worth investing hundreds of dollars more for a custom session, rather than heading to the local mall portrait studio or the local home-studio photographer for a 10-20 minute session yielding 1 image selection.

First of all, there’s nothing wrong, per se, with either of those options, because you’ll probably still get a decent photo with faster turn around, but if you’re looking to get the most value from the experience of doing portraits in the first place, it’s really worthwhile to put some intention behind it and invest.

Why should you spend several hundred to a few thousand dollars instead of $75-$175 on “a picture”?

Because when you do a custom session, with us at least, you’re actually getting waaaay more than “just a simple headshot.”

When you work with a custom photographer like us, you are buying yourself OPTIONS.

Options in terms of:

the actual look of your images,

locations and environment of the shoot/photos,

what you what you wear in the pictures,

usage of props to convey ideas about your story,

the messaging and emotional hook of the image,

the number of photos you receive,

the versatility and context of usage, in terms of social media vs website vs brochure, etc.

verticals and horizontals, composition of the photo and how it will fit into different design contexts.

Again, it’s perfectly reasonable to want to to a quick “one and done” photo – if you’re in a real hurry and/or you really can’t afford something more – it’s still better than a selfie. But, if you’re going through the experience of being photographed anyway (which might already be uncomfortable for you), you may as well get the most possible out of it by doing it right the first time – especially if you’re doing it so that you can have image(s) that will make you stand out from your competition and will help you build rapport with new prospective clients/customers.

  Why it matters where you’re using the photo. A case for having more than just 1 headshot.

It seems like those who reach out looking for “just a simple headshot” and who have a mentality of “just getting it done” for “as cheaply” and “as quickly” as possible, may be taking too shortsighted of a view of the potential value their promotional portraits could have for them, their brand and their business.

Here’s the thing, having a singular focus for the planned usage of your promotional portrait means you could be missing out on all the other opportunities to get value from having professional photos in the first place.

For example, when someone has a one-track mind for their headshots, it’s almost as if they have only one of these items on their probably massive “To Do List”:

headshot for my professional / portfolio website – ✔

headshot for press release – ✔

headshot for LinkedIn – ✔

headshot for business cards – ✔

headshot for “social media” – ✔

headshot for speaking promotions – ✔

headshot for brochure – ✔

headshot for advertising – ✔

etc

and that they are most certainly forgetting some other project that will come up in a month or two. Not to mention, if you’re someone who needs promotional portraits (or a headshot) in the first place, new opportunities will most certainly crop up when you least expect them.

For example, let’s say you could get “just a simple headshot” and you used it in just the one way you had intended… on your website, for example, sooner or later, you’ll have a new marketing project come up, your social media will need attention, you’ll receive a request for a photo for a speaking engagement, you decide to do a Facebook ad or a campaign on shopping carts or a billboard, or a press release comes up.

Let me ask you this: Would it actually make sense to use the same exact photo in all these different ways? Would you really be getting what you wanted from it?

Think about it. All of these uses are actually very different. If you consider it from the mindset of your prospect or audience member who is encountering your image in these different contexts, you might realize that each place has a different psychological context, as well as visual format/shape, and therefore could benefit, at the very least, from a thoughtful approach to what specific image you put there or at best, a different strategic image/look.

  5 Examples of Ways to Use Different Types of Promotional Portraits / Headshots

Here are a few examples of different types of promotional portraits that could make sense for different contexts.

Facebook Profile Picture – a more approachable, casual portrait

For example, someone on social media like Facebook is in more of a casual mindset – even if you are looking to portray a professional image, a traditional studio headshot, in a full suit/business attire and studio lighting may not be appropriate – rather it might be better to have a more casual and approachable, environmental image with natural looking light and a little more dressed down, more even a different, more casual studio photo without the blazer or tie. Also, it will need to crop well for the square format.

Facebook Page Cover Image – a wide format/horizontal environmental photo 

For much the same reason as above, an environmental photo is always great for Facebook because it conveys much more information than a studio shot on a plain background. It’s more casual and therefore, more relatable. But, this portion of the Facebook page will need a horizontal photo to really look great, and ideally, you don’t want it to be the same photo as the profile picture because the repetition doesn’t reflect positively.

Facebook Ad – horizontal, environmental

Facebook ads are horizontal, and as per the rules of Facebook, the amount of text allowed on these photos is limited, meaning it’s better suited to an image that conveys more information visually, rather than by adding text. This means an environmental photo is a great option because it is engaging, rather than a studio style  photo with a neutral backdrop and a lot of empty space.

Professional Website (Bio Page) or LinkedIn – more traditional studio look with business attire

On the other hand, consider the about/bio page on your website and Linked In. People visiting these places want to see that you are professional and reliable, and your photo should convey that, so if you are traditional, this would be a great place to put your buttoned-up studio headshot with full business attire – if that’s the vibe you’re going for.

Website Home Page or Advertisement – environmental image that connects using the location to convey a story element

Alternatively, an environmental image can work very well on a website home page banner, in an advertisement or brochure, as more of a branding style image, because it gives a little more of the “story” of you, your brand, and your personality. This can be great for people to connect with you on an emotional level, or grab a viewer’s attention with something unique and different from your competitors.

  Wrapping it up

Sure, most people may be only thinking about the one way they will use the image in the short term, but it really pays to think about your promotional imagery in a more holistic way, because all of these different contexts above may be better served by different types of portraits, which is not something that can be accomplished in a 10-15 minute trip to the photo studio.

If you prefer to have images that are well suited for the uses you want to put them to, in a strategic way, you may be a good fit for our collaborative approach. We’re here to help you figure out what will work for you and to help generate creative ideas for all of these contexts.

Keep your eyes open for upcoming post(s) that will help you learn about how some of the other variables influence your photos, such as lighting, camera angle, composition/crop, posing, background/location, clothing/wardrobe, and styling.

Free Consults/Mentoring at the Orange County Accelerator

Excited to announce that I will be a mentor at this year’s Business Bootcamp, hosted by the Orange County Accelerator. I’ll be offering free consults/sessions all day on both days to give personalized feedback about your business and how we could work together.

If you’re a creative/artist or a budding entrepreneur, I’d love to chat with you about how to create some structure and foundation in…

Caylena interviewed for Gig Economy Article

I was recently interviewed as an expert on the Hudson Valley Gig Economy for the Country Wisdom Times.

Check out the article,“New Allure of the Gig Economy” here.

Also, as a side note, the photo used for the article is one of mine from an old shoot at One Epic Place.

25: Donna Williams, founder of Field Goods

About Donna Williams

Donna Williams is the founder of Field Goods, a service that delivers small farm produce and artisan products to consumers at their workplace, schools and community locations.

Donna founded Field Goods in September 2010 after she completed agriculture economic development consulting work for the Greene County Industrial Development Agency in NY.  

Field Goods was an…

Client Photo Side by Side Comparison: Interior/Real Estate Photo

  Here is the difference between using a cell phone photo and hiring a pro (like us). This is an actual client’s photo they used for promotions before they brought me in.

A few differences include the angle, the perspective/straight lines and the brightness/no blown out highlights.

In the professional photo, even though it is still a wide angle shot and there is some distortion, due to being in…

Client Photo Side By Side Comparison: Product Photos

This is a client’s actual before/after comparison photo. They sent me this photo from their website, that they actually were using. The bottom is ours from a shoot we did together.

You can see, in the client’s photo, that the crop is very tight, which means it actually cuts off the edges of the products. If you wanted to extend the image for an ad, you couldn’t because the jars are cut off,…

24: Sunny Gandara, vegan lifestyle consultant, blogger, entrepreneur

About Sunny Gandara

Sunny Gandara is a a vegan food and lifestyle consultant, certified wine educator and trained professional chef, with 25 years of experience in the food and wine industries, as well as in health & fitness, branding and international marketing. She works primarily with women, both on a personal level, or in a business setting.

As a certified health coach specializing in plant…

Photo Shoot at One EPIC Place!!

On Saturday I worked with the lovely folks at One Epic Place in New Paltz to do a commercial branding/advertising shoot capturing the vibe of their new Business Hub, as well as the Studio.

We staged various “scenes” or “vignettes” around the space to showcase different aspects of how people can use the Biz Hub or the Studio – two of the most multi-purpose areas at One Epic.

Each shot was planned…