Sorted Food was co-founded by four school friends who reunited over their love of food (Picture: Sorted Food)Some of the best ideas are shared over a pint at the local pub.
Well, that’s where the first conversation about Sorted Food came about, as four old school friends discussed how to get better at food prep during their lazy student days.
Fast-forward 11 years and Mike, Barry, Ben and Jamie have over 2.2million fans joining in their everyday discussions about recipes, meal ideas and ingredients on a YouTube channel dedicated to their adventures in the kitchen.
Jamie tells Metro.co.uk: ‘We were catching up at the pub during the Christmas holidays when the conversation kept coming back to our terrible diets and how little we knew all about cooking good food.’
The fun-loving foursome are now finding original ways to talk to their community about food (Picture: Sorted Food)
They each capitalised on their individual skills to create an unbeatable team (Picture: Sorted Food)
That was, except for Ben, who was already training to be a chef.
‘He flipped over a beer matt and started writing us some easy recipes that we all promised to go away and try,’ Jamie adds.
‘It seems so obvious now but it was the first time we learned how much cheaper and healthier it was to cook than prepare microwave meals. From that point on, we were desperate to share the conversation with more people.’
So, the boys pooled their skills in photography, marketing and video production to create cookery videos on YouTube that now receive hundreds of thousands of views at a time.
From a team of just four, that went full-time in 2011, the foodie foursome now manages 16 staff members.
Sorry, the video was not found
Community members can now join a membership club to get more from Sorted Food (Picture: Sorted Food)And even though they have an East London studio, where the majority of the content is made, production often takes the founding members across the country, and even internationally, to broaden the conversation.
‘Being flexible is the nature of what we do,’ explains Jamie.
‘We are completely led by this constant conversation with people around the world so we have to be agile and we have to move with trends that they enjoy, whether it’s cooking trends or the rise of new social platforms.
‘That has filtered down to the way that we work as a team, where we rely on Dropbox as a digital workspace for collaborating across continents or time scales if we’re on the road filming content.’
‘It enables us to upload footage from wherever we are to our editors, regardless of where they are based, to work on the content, quickly and efficiently.
‘Effectively, it’s a time-saving tool because no-one’s sitting around waiting for us to return with an old fashioned hard drive of footage.’
Members get to meet like-minded members at meet-ups and have access to exclusive offers (Picture: Sorted Food)
And fellow foodies can continue the conversation on a global scale (Picture: Sorted Food)After conquering their international offering, the team has moved onto building exclusive experiences for their community.
Sorted fans now have the opportunity to join a collective of passionate foodies to explore new trends, recipes, products and ideas as part of the Sorted ‘club’.
‘Members get access to cookbooks, make use of exclusive relationships with restaurants in major cities around the world and get special experiences when they get there as well as exclusive content on our site,’ says Jamie.
‘So, our new challenge as owners is having two branches to the business: the content side and the club service.
‘Dropbox has therefore become part of most things we do. We use it more and more for creating cookbooks for our Sorted members.
‘It’s a place to host images, edit them and proof them as well as collate our feedback, when we’re working remotely.’
And the future of Sorted Food continues to focus on the community, Jamie says.
‘Food is such a massive topic that we don’t see ourselves ever getting to the end of it.
‘What’s exciting is that we’re seeing more people becoming interested in food – especially when it comes to caring about the climate and where their food comes from – so we can’t to see how far we can take that.’
To learn more about how Dropbox is reimagining work visit www.dropbox.com/flow