Three Bay of Plenty women have turned their passion for everyday cooking into something far bigger. These queens are building loyal followings and steady businesses, all while educating on the importance of a shared connection around the table.

WORDS NICKY ADAMS | PHOTOS OLIVE PATRICK @ MILKSHAKE + SUPPLIED HAIR + MAKE-UP DESIREE OSTERMAN | DRAPING TBLE LINEN | FLORALS ASTER & BLOOM

In the words of Virginia Woolf, “one cannot think well, love well, sleep well, if one has not dined well.”

Creating and eating wonderful food is a universal experience: it brings together families, friends and even total strangers, serving as the framework to make memories or simply enjoy the company.

Incredibly, in our local area we have three women who have all pioneered their own paths within the online food world. All are driven by hard work and motivated by an absolute passion for food.

Tauranga’s Rose Kennedy has established an avid online following of her creative food journey; from Taupo, Vanya Insull operates the incredibly successful VJ Cooks, while Cherie Metcalfe is well known in the Bay for the amazing trajectory of her business, which started from seemingly simple seasonings.

Talking to each of these businesswomen offers insight not only into how it all began, but also into the dedication and energy required to reach where they are today. At the heart of it all though, it’s clear that each of them would stand by the saying, that there is no better love than the love of food.

ROSE’S DINING TABLE

“I was living a vanilla life, but I’m not a vanilla person.”

Followers of Rose’s Dining Table will have already discovered how to add a little bit of extra joy to their lives. If, for you, happiness can be found in cuisine, colour and connectivity, then Rose’s world feels like one big party you'll want to be at. A concept that began online, Rose’s Dining Table has grown from an Instagram page that went from sharing recipes to catering and hosting supper clubs, to now including hosting guides and public events. Rose Kennedy has found her groove and is inviting you to dance along.

Always ambitious, Rose found in her twenties that she was channelling her energies in the wrong direction. “I grew up a very creative kid and teenager, and at 26, I found myself in a highly corporate job, wearing not an ounce of colour, and I woke up one day and thought, ‘I don’t know who I am anymore.’ It was a pivotal moment when I realised I didn’t have any connection to my identity... That’s when I started my Instagram page, Rose’s Dining Table, which I began as a place to share recipes and to try to get back to the roots of who I was. Everything went from there quite naturally.”

From the first Instagram post Rose’s Dining Table struck a chord, with her style hitting that sweet spot of both aesthetic and authentic. Posting her own crazy dinner parties and themed menu dining quickly led to requests from her followers to provide this as a service. “It’s in my nature to be inquisitive about opportunity,” she says. So, after the roaring success of her first booking for an annual girls’ dinner party in Hamilton, she realised this was more than a passion, it was a viable business. With a young baby, the timing wasn’t ideal, and Rose doesn’t minimise the struggle of putting her energies into both new family and business simultaneously.

She quickly established a business that, while rooted in social media, is very much people orientated, but at its heart is food focused. “I’m absolutely obsessed with food,” she adds.

By inspiring her followers not just to cook, but also to host, entertain and, better still, to make the experience a visual as well as a culinary one, Rose emphasises the delight that gatherings can bring. She herself adores food. “I looooove to eat… In my early 20s I was out for dinner four times a week! Every meal is an opportunity to try something delicious.”

Rather than fine dining, Rose gravitates towards soulful, unpretentious food. “I don’t claim to be a chef, I’m a home cook through and through.”

Equally there is no judgement around client tastes: “I always say to my customers, it’s okay to have preferences and love what you love.”

Aside from the amazing food that Rose whips up at her supper clubs, a big part is the decor which, in turn, creates the atmosphere. Like anything, tablescaping has increasingly tended towards trends. This, however, is the antithesis of what Rose believes in — for her, it’s about creating space for others to connect within, and most important is the person throwing the party, not ‘a look’. “When I host an event for someone, I find out their likes, what mood they want to set. I ask, do they like bright colours, neutrals — relaxed or sentimental? I curate everything specifically for them.”

She’s strong on the fact that her service and ideas, whilst being premium, should also be accessible. “I represent reality: my biggest thing is that people shouldn’t hold back from hosting themselves. I tell everyone, no-one cares how dirty your skirting boards are. Every achievement should be an opportunity to celebrate.”

Ultimately though, it’s all about the food. For Rose, this is where it started. She admires culinary personalities who look to their roots for inspiration and believes cooking is something everyone can master.

As for where the business is now, Rose explains there’s a dual focus. “The core is hosting private supper clubs in people’s homes, but I also host public conceptual dining events — that’s my heavily creative work. I’m trying to lead with a creative focus rather than a monetary focus.”

Last year she hosted Tangerine, an edible exhibition which was a fully immersive dining experience; more recently an event called Chapel, which had a Las Vegas wedding theme. But the secret to Rose’s success? “People really just crave that connection.”

PEPPER & ME

“I didn’t make money for a long time.”

With a range of condiments that are each named with a wink and a laugh — think ‘Man Rub’ or ‘Mexellent’ — the brand Pepper & Me seems to mirror the personality of its creator, Cherie Metcalfe. Pepper & Me has grown over nine years and now includes not just seasonings but sauces, oils, pastes and all manner of condiments. Within the brand is also a range of cookbooks, podcasts, a subscription website, events and more.

Cherie herself is a great combination of easy breezy to chat to, and insightful about the ‘how it happened’ and ‘where to from here’ of her business. “I grew up pretty obsessed with food,” she tells me. A former chef, after having a baby she realised the ‘new mother’ world was full of lactation-inducing foods. Using her expertise, she developed a range of lactationfocused seasoning blends to sell at markets, but quickly found the word ‘lactation’ boxed her products into a rather tight corner. She removed the keyword, kept the same spice mixes, added more to her repertoire, got a website and in the ensuing years worked really hard at developing a brand.

The growth of Pepper & Me has — apart from a huge surge during Covid — been fairly steady and organic, fuelled predominantly by Cherie’s genuine love of cooking and the sense of togetherness that food brings. “Everything I do or work towards is about connecting people with food; Pepper & Me, the cookware business, the knife business, the talks that I do, the videos that I make. It’s about trying to inspire people to feel passionate about food.”

For Cherie, her business start point was at a time when online media was taking off. “Social media was amazing. I could just jump on and talk about food and cooking — here’s the seasoning, everyone sees it — and over to the website.” There was no grand plan. “We just figured it out as it went along.”

The products are made locally, which means things can be done quickly, and, “if I have an idea, I can be down there doing it the next day.”

Inspiration for new blends comes thick and fast, particularly after travelling. “I always come back bursting with new ideas, new flavour profiles and different ways that spices can be used.” But at the heart of it, she says, “I’m constantly striving to find ways that people can make and use my products easily in New Zealand.”

Keeping ahead of the game is a part of the process, and Cherie says the trends that hit overseas often take a while to reach us here, and when she does bring them to market it’s in a way that suits how we cook in New Zealand. Always looking to be innovative, as well as bringing value and versatility, Cherie explains, “We try to make products that can go on 100 different things, so if I make one rub, it’s not a ‘pork rib rub’… you can use it on roast chicken, potatoes, in the air fryer. I want more people to have seasonings in their cupboard that they love the flavour of, feel confident using and can put on all these different things.”

Ultimately for Cherie it’s about food that’s as uncomplicated as it is delicious.

VJ COOKS

“If the recipe takes all day, it’s because it’s in a slow cooker, not because it’s hard.”

I mentioned to a friend that I was due to interview Vanya Insull from VJ Cooks, a recipe and meal planning resource. It turned out she was a huge fan and follower. My friend has a large family and is not a hugely confident cook: it transpires that she is the heart and soul of Vanya’s audience. VJ Cooks’ recipes are designed so that you don’t have to rush to the supermarket for multiple ingredients you don’t already have in the pantry. They are tasty, and they are crowd pleasers. When I talk to Vanya, she confirms that this is the premise of the brand — and reiterates: “My cooking is easy — you don’t need special ingredients from delis or anything like that... I also love to cut corners, where possible, without compromising taste.” It’s the simplicity and trustworthiness of the recipes that her followers love.

It’s easy to see how Vanya has become so popular — “I’m like the girl next door” — but make no mistake, the rise to what it is now, after nine years and at least 400,000 Facebook followers, was not an accidental success. With a background as an art director, Vanya worked on food magazines prior to a family move to Taupō. With a young baby, she was faced with looking for a new career direction. The initial online posting may have begun as a passion project, however, once her Christmas mango pavlova went viral in 2016 (amassing 50,000 views in three days), it was game on. “From then, it was all intentional,” she confirms.

Out of the initial Facebook page and Instagram cooking demos came a website, cookbooks and an app — and with this volume of productivity a need to outsource. There is now a team of six part-timers, one of which is Vanya’s sister.

Vanya was quick to establish what the market actually wanted. In the early days she dabbled briefly with what could be considered picture-perfect posts (think stylised smoothie bowls), but soon decided her audience was not in the carefully curated, but in what she did at home. She landed on family meals that tasted amazing, were easy to make and budget friendly.

The journey was far from a breeze. “There’s no luck about it,” she explains. “I’ve done about 3,500 posts on Instagram, so we’ve posted every day for the last two years, but before that I was posting at least five times a week. A lot of content — content is king! It’s all very strategic. I plan out each month, we post seven times a day on Facebook, I post every day on Instagram and TikTok — it’s all scheduled out on calendars with the team as well. And then we’ve got the cookbooks too, and the app.”

When it comes to the types of meal, simplicity is important, however there are recipes that take a bit more effort. “But it’s worth it in the end,” she smiles.

As for dietary requirements: “I’m not scared of butter and sugar… I think people find it refreshing.”

I wonder if there’s any ingredient she actively avoids. “I’m personally not really into offal! I stick to the popular choices, like chicken, pasta, mince – we know what works.”

While people love a recipe book, the website has huge appeal with over 700 recipe choices; a paid membership gave rise to an app which brings people new recipes, generates shopping lists and gives nutritional breakdowns.

I ask Vanya if there’s anything that has surprised her about the journey. “I think if you’d told me in 2016 that I would have three cookbooks, an app with 2000 subscribers and a website that gets 50,000 hits a day I’d be quite surprised! But I’ve paid for lots of mentoring and coaching along the way. I’ve invested in my education in growing a business and in myself to learn how to do things I couldn’t. It’s surprising how much you work. I probably worked 70 hours a week for the first five years.”

The biggest irony of all it transpires that “people think food blogging is cooking but it’s probably five percent cooking, 95 percent computer work!”

FOR THE LOVE OF FOOD

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