HOW I OVERCAME SETBACKS IN MY FOOD PHOTOGRAPHY BUSINESS (AND WHAT I LEARNED)
It’s easy to scroll through Instagram and believe every food photographer, food content creator, or creative business owner has it all figured out. From six-figure launches to dream brand collaborations, social media often makes it look like their journey has been smooth sailing. But the truth is, behind every glossy highlight reel lies years of trial and error, setbacks and constant learning.
What many people don’t see is the blood, sweat and tears it takes to build a career in food photography or food content creation. Even when things look successful from the outside, the reality is that every creative business owner still faces challenges, pivots, and the daily ebbs and flows of running a business.
I sometimes worry that I contribute to this illusion of a “perfect” creative career. While I’m proud of all I’ve achieved as a food photographer, creative business mentor, author and content creator, my path has been far from linear. The reality is that I’ve had to navigate countless setbacks and the unpredictable nature of this industry, while celebrating career defining achievements along the way. So, when someone asked me during an Instagram Q&A how I’ve dealt with setbacks in my business, I knew it was time to share a little more of my behind-the-scenes and details of what brought me to this point. So, here it is!
UNDERCHARGING AND OVERWORKED
Why Charging Too Little Nearly Broke My Food Photography Business
I stumbled into food photography almost by accident. When I retrained as a nutritional therapist, I started this food blog to promote my services and share plant-based recipes (hence the name, The Little Plantation). Along the way, I bought my first camera on eBay and instantly fell head over heels in love with food photography. That passion quickly grew into a major obsession - it was all I could think about - and once I completed my nutritional therapy studies I decided to pursue a full-time career as a food photographer and stylist.
But the truth is, I doubted myself constantly because I hadn’t studied photography formally and felt like I barely knew what I was doing, so when brands began reaching out for my food photography services, I charged near to nothing. I was simply so thrilled they even noticed me. Moreover, I had absolutely no clue what a fair food photography rate even looked like; those two factors combined were a recipe for disaster.
Even when my calendar was packed and I knew I had a way of capturing food that brands loved, I kept my prices super low. That’s because deep down, I felt like a fraud. I mean, how could I possibly charge more when I was still figuring things out?
But, by the end of my first year, I was overworked, exhausted and completely burned out. And, despite pouring endless hours into creating images for brands I admired, I had little money in my account to show for it.
As tough as that year was - and let’s be real, I cried my eyes out the entire 12 months! — it gave me one of the most valuable lessons in creative business: undercharging is the fastest road to destroying yourself and your creative business.
Even though I really wanted to pocket the little I’d made (considering how many hours I’d worked), I invested part of the funds into business coaching. That decision transformed everything. It gave me clarity, confidence, and a framework for building a sustainable creative business. It’s also one of the reasons I now offer coaching myself because I know firsthand how powerful it can be.
Takeaway: Charging what your work is worth isn’t just about money, it’s about valuing your skills, protecting your energy, and building a business that lasts.
Turning Rejection Into Opportunity
How 30 Book Proposal Rejections Led Me to Self-Publish a Bestseller
I have written countless blog posts and also recorded numerous podcast episodes about the emotional turmoil I went through when my book, Creative Food Photography failed to get picked up by a single publisher or book agent. (If you’re curious to learn more about that, do head here for links to the entire backstory to how I self-published my book). Suffice it to say here that I was utterly heartbroken that the book I’d dreamed of for so long was rejected endlessly; having spent so much time and energy writing it, coping with the rejection was truly all consuming and honestly, earth shattering to me.
But the fact that my book, Creative Food Photography, was rejected, meant I had to self publish it, which allowed me to grow so much as a creative business owner and for that I am endlessly grateful. It showed me all I was capable of - so much more than I thought - which gave me so much strength. Perhaps more importantly, the book didn’t just find readers; it became a bestseller and led to THE most profitable year in my food photography business to date.
Beyond the financial wins, self-publishing did something even more meaningful: it brought me closer to my community. Readers reached out, shared their own stories, and connected with me on a much deeper level than ever before. That connection was one of the greatest gifts of the entire journey.
TAkeaway: Rejection isn’t the end of the road, it’s just a necessity on the path to building the strength you need as a successful creative business owner.
losing a big client to a cheaper photographer
How Losing a Client taught Me an invaluable lesson
I won’t sugarcoat it—losing a big client hurts. When a brand I had partnered with for years decided to outsource their food photography to a cheaper photographer abroad, it felt like a punch to the gut. I’d poured time, creativity, and energy into that relationship, and to see it end over price stung deeply.
But here’s the reality: losing clients on price is part of running a creative business. Over my decade as a professional food photographer, I’ve learned two key lessons when it comes to competitors who undercut rates:
1. A “no” often clears space for something better. Every single time I’ve lost a client to a more affordable/different photographer, I’ve always welcomed a new client who valued my work more and was willing to pay accordingly.
2. There’s a photographer for every client, and a client for every photographer. Sometimes budgets change, priorities shift, or a brand’s needs evolve. When that happens, it doesn’t mean I’ve failed. It simply means we’re no longer the right fit for one another, and it’s ok for the business relationship to come to an end.
The biggest shift for me was deciding not to lower my prices in response to rejection. Instead, I doubled down on communicating the value I bring to a food shoot or brand collaboration - from my creative vision, my decade plus of experience, to the brand results my photography delivers, it comes at a respectable rate and I’m proud of that! By holding firm, I’ve continued to attract the kind of clients who align with my rates and respect the quality of my work.
Losing that big client may have hurt, but it gave me something more powerful: clarity. It reminded me of the importance of focusing on attracting more of the right clients who align with what I charge for my food photography and content creation services.
Takeaway: Don’t race to the bottom on pricing. Instead of competing with “cheaper” focus on the unique value you offer and position yourself to attract the clients who truly appreciate it.
Before you go…
I truly hope this blog post resonated and will help you navigate the choppy waters of running your very own food photography or food content creation business.
If you’d like my guidance on scaling your creative business as well as advice on further strategies that bring in consistent, high-paying clients, then consider applying to join my Fearless Focus Business Mastermind for Food Photographers.
You’ll receive personalised feedback on your creative business, proven marketing tactics, fool-proof pitching templates, and a supportive community of fellow food photographers and food content creators who are as committed to building thriving, profitable creative businesses as you are!
You can find out more and apply for the Fearless Focus program HERE!