Food-and-wine blogger Andy, better known by his pseudonym JamieWho, is more than just an online diarist. Andy literally likes to bite off as much as he can chew. When not writing for his collaborative website www.aficionado.co.za, he writes as a freelancer for print publications, has dealings with mega-corporates like Woolworths, has a share in new restaurant Sotano, and there are rumours of a proposed TV show. Whew. Oh, and, most nights, he still has to cook dinner for his gorgeous wife, Nicole.
Originally, from Bryanston in Joburg, he flew the cement coop to study at Stellenbosch University and it was there that his love for food developed.
"The food in digs was so bad," said Andy grimacing. "We all took turns cooking for each other, so it was my turn once a week, twice a week, then three times a week. Pretty soon my meagre collection of four recipes became 10, and so on."
Studying economics at the time, Andy went on to work in property development, leaving university a month before his final exam.
"Financially, I was in a great position, very cushy, but it was so stifling. I was almost in tears come home time," he said. "After leaving that job, I set up another property company with a friend. It was during this time that publications approached me to write columns, with riveting subject matter like, 'How to protect your mortgage'.
"I set up the blog as a creative outlet; I remember the first time I got into double figures, when I cracked 10 readers, I was so excited. Then, 18 months into it, I got a very cryptic email from Justine, saying she had an idea. We met for coffee, and the rest is history, www.aficionado.co.za was born - a network of high-end lifestyle blogs in South Africa."
Did your readership drop when you moved from your blog to Aficionado?
It was affected, it dropped by half. I was surprised by that, but I guess people don't like change. It's picking up again now. I don't feel any less independent. And the gap between fashion and food is just getting smaller. The same people appreciate good wine and food, art, clothing ...We've created an online mag rack. We see value in symbiotic online relationships, in generosity of content.
You don't have any formal training or qualifications in either food or journalism, do you think that people should listen to you?
I don't pretend that they should. I think people appreciate the fact that I'm always honest - I'm completely transparent when it comes to freebies. I'm just a normal guy who likes food.
Blogging can be quite the snake pit. Your thoughts?
Absolutely. When I first started, I was completely naïve about the seedy underbelly in the blogging world, this constant race, who's going to break the story first. It's a double-edged sword, a blog can be a platform for vitriol, or what it should be: a way to share and exchange information.
Which other bloggers do you admire?
Obviously, I admire my other Aficionados, but that goes without saying. There are loads of food blogs out there so it's tough to single out a few. Sam Woulidge (www.confessionsofahungrywoman.com) is easily the best food writer I've come across. Jane-Anne Hobbs (http://whatsforsupper-juno.blogspot.com/) and Nina Timms (www.my-easy-cooking.com) are both cut from the same cloth. They're both like SA versions of Julie Goodwin (the Masterchef Australia winner). I've been exposed to a real bitchy side of food journalism and/or blogging, but these ladies are simply doing what they love and writing about it. I'm also a huge fan of the Yuppiechef site and blog (http://www.yuppiechef.co.za) Their writing is slick and funny. I love those guys. Of course, my mate Dave Cope (www.thefoodie.co.za) is someone I admire. Most people would think we are direct competitors, but he's got the same laid-back approach to life and, as a result, we get on famously. (He also loves beer and wine so that might have something to do with it.) And then there's the wine blogs. Don't even get me started. Oh, okay, but just one: Harry Reginald. www.wineandi.wordpress.com
Your top five restaurants in SA, and why?
Jeez, tough question. I know I'll be slated for these, but food is such a personal thing. Okay, let's go, Bizerca Bistro, the food is honest, consistent and unpretentious. In fact, judged purely on food this one is tough to beat.
Zachary's, Knysna. Fine dining at its best, but also the commitment to sourcing ingredients.
Massimo's Pizza Club. The man is a genius. He has such a unique style of food and is capable of far more than pizza. Also, in such a saturated market (pizza), to stand out so clearly as the best deserves a lot of praise.
La Mouette. This restaurant could charge 30 percent more than it does. The food is honestly top drawer. But it's the owners and the management staff that make it. Every single person is made to feel at home.
Restaurant Christophe, Stellenbosch. With all the wine farm places out there, this place might get overlooked, but it doesn't. And the reason is the food. It's simple, bistro-styled stuff, but packed with flavour. Of all the meals I've had over the last few months/years, I can still remember every bite I had here.
Tips for aspiring bloggers?
Be honest. Don't be controversial for the sake of it and don't be flowery and gushy all the time. Just call it as you see it. And find your own voice. That's really important.
Your favourite ingredient?
I try to be seasonal, so that's a tough one, but I guess I'd go with lemons. Pretty boring, but they're the one thing that is around. They're versatile little things those guys.
Signature dish?
Shredded lamb shank with gnocchi.
