Social media platforms are helping to break down barriers regarding food insecurity, affordability and accessibility amid the cost of living crisis.
What began as a result of a group of 18-year-old students asking their friend at culinary school for advice has transformed into a multimedia platform that aims to make cooking more affordable, accessible and un-intimidating.
SortedFood is a British YouTube channel and food community with over 2.88 million subscribers created in 2010 by four school friends Benjamin Ebbrell, Michael Huttlestone, Jamie Spafford and Barry Taylor.
Jamie Spafford said: “I think what is really interesting about our group is that we set up to tackle issues of affordability and resourcefulness when it comes to cooking.
“We all moved out to university and quickly realised that we did not have any money and did not have the skills to cook for ourselves
“I think we do feel a responsibility to keeping cooking accessible because we spent so much time in the exact same position.”
Studying for a culinary degree, then 18-year-old Ebbrell became an advice hotline for the friends.
Spafford said: “We did not have a bank of recipes to go back to, so we started texting Ben because he had that expertise we could tap into.”
The group have expanded beyond students to include a global audience of young professionals, families and first-time cooks but the core values of affordability, simplicity and building confidence in the kitchen remain unchanged.
Spafford said: “We always try to talk about buying the best that you can afford. We realise everyone has a different budget and very different situations.
“Making the most of the situation you are in, that is the bit where we think we can help people.
“Our app bundles are designed so if you buy fresh ingredients, we guarantee you will use them all by the end of the week, so you are not throwing money down the drain.
“Something as simple as do you need the £1.20 tin of tomatoes the recipe asks for or can you use the cheaper 30p option can make all the difference at times.”
Food affordability has been a growing concern in the UK due to the ongoing cost of living crisis.
Food insecurity increased in London by 23% between July 2024 and July 2024, according to non-profit group Trust for London.
He explained the growth of the platform had fostered a lively global community in the comments of their YouTube videos, social media pages and cooking app – Sidekick.
Viewers regularly share their own traditional recipes, offer new tips and reply to people’s questions with advice, in turn filling the Sorted community with more knowledge and helping to break down barriers to information.
Spafford added: “It is great because we get opinions, knowledge, questions from people all around the world, and a lot of times we cannot answer these ourselves because we are not in the same situation.
“We never think we have all the answers, we have some but many people out there can offer better.
“The amazing thing about an online community is everyone chips in.”
Spafford acknowledged that social media can have negative impacts, but said the group have strived to make their platform diverse, purposefully aiming to avoid black and white discussions on whether techniques are right or wrong.
He said: “We want to showcase conversations and content that is open and fun. Which I think our friendship really shows.
“I would say we are learning from other people now 80% of the time and the other 20% we simply giving information and options.”
SortedFood have expanded its focus to supporting small businesses and charitable initiatives – sometimes through formal collaboration and others by simply testing products.
In many cases, this exposure has had a transformative impact on highlighted small businesses and raised the profile of important charities.
In 2023, Prince William and the Earthshot Prize collaborated with SortedFood in a competition to deliver a burger that aimed to save the planet, highlighting issues of sustainability, food waste and resourcefulness.
He said: “I don’t think any of us ever expected that it would lead to us having Prince William in a burger truck.
“That is the incredible thing about social media, is we can build a platform and use it to shine a spotlight on people who are doing incredible things.
“Showcasing small and big projects worldwide that invoke positive change, and seeing the results gives us the best feeling.”
Featured Image Credit: Unsplashed
