#apicstudio

Why is our tag line not just "Photograph your dishes" or "Capture Dishes", you could ask yourself.

Why exactly did we chose for "Capture Gastronomy" - for something so broad and possibly clunky, rather than a specific, light and catchy phrase? The answer is as simple as it is based on APIC's philosophical approach towards gastronomy.

To be very clear: the final results chefs create with everything nature provides them and the techniques they've mastered over the years is by far the most important element for which APIC in the end exists: to give chefs the opportunity to keep track of what they are presenting to their clientele in a matter of seconds.

But precisely the elements just summed up are inherent to APIC's basic philosophy of "a chef's identity". We believe that both the ingredients and the set of skills used play a key role in this story. 

And that's why we love it when we see ingredients coming by on apicbase.com, like for example these extraordinary collection of tomatoes by Pierre-Olivier Ferry of Jardins de Métis. Or the raw, slightly shocking, fish by Julien Burlat.It's because this gives us, and everybody with us, insight in the honesty of the produces the chefs work with. Or the refined techniques they've come to master tell so much more about a dish, then 'just' the dish. Because it emphasises that good cuisine is about good produce and how one handles those. And good cuisine is what APIC stands for. 

Basically, we are convinced that the choice of ingredients and the different steps involved in creating that final dish, all define the chef's identity. And this, after all, is what we understand as "capture gastronomy".