More Kitchen Goodness from the Star of Well Plated

Ever wonder what it takes to create a cookbook that you’ll pick up time and again? One part business acumen, two parts extreme dedication, multiple cups creativity, and a complete package of personality! Erin Clarke, two-time cookbook author and mastermind behind Well Plated, graciously accepted our invitation to dish on the creation process in her upcoming cookbook, Well Plated Every Day, making its way to shelves October 15^th. Erin’s genuine vulnerability and expression creates the sense that you’re reading a cookbook made just for you by your best friend and trustworthy cooking companion. Trust us — even when you’re not in the mood for cooking, this cookbook will forever be a source of accessible inspiration to make enticing and nourishing dishes.

After creating a best seller, what new stories did you feel that you wanted to tell with the upcoming cookbook?

Believe it or not, I never intended to write a second book! I left it all on the table with my first, thinking I’d never put myself through the thousands of hours (literally) of rigor again. Then, the pandemic happened, and we all found ourselves cooking every single day, whether we wanted to or not. I also missed sharing meals with family and friends terribly. From that place, I was inspired to create recipes that keep meal time exciting, are doable even when cooking is the last thing you are in the mood to do, and that feel special enough to share with others. I started jotting down ideas here and there, and before I knew it, I had a list of 100+ would-be recipes on my phone.

How did you come up with the name “well plated”? Is there a special meaning to this?

I literally came up with it in the middle of the night! I had been stewing over what to call my blog, and I woke up at about 3 am with the name in my head. I liked that it played on the “well” angle, in the sense that most of my recipes are healthy, and all of the social media handles were miraculously available. This was 12 years ago, mind you—I think it’s a lot harder today because so many names are taken.

What are some of your favorite dishes made by your grandmothers, and how did you lighten them up?

My Grammy’s Green Chile Chicken Enchiladas are so legendary and beloved in my family, we eat them for Christmas dinner! They were the very first recipe I posted to my blog, with my now signature healthy swap of Greek yogurt for sour cream. A good friend made them, loved them, and asked if I had more recipes. The food blog was born.

Tell us about your cookbook creation process? What are some of the major challenges and rewards?

Writing a cookbook is so in-depth I actually did an entire behind-the-scenes series on my website! It begins with conceptualizing the book’s point of view and the table of contents, ensuring not only that the ideas are exciting, but also that the book is well represented across seasons, techniques and ingredients. From there, the recipe development process takes me several months, with most recipes going through at least 5 rounds of testing by both myself and independent recipe testers. Once those are nailed down, it’s time to write the manuscript (500+ pages!), take all of the photos (I spent 2 full weeks doing this in LA last summer), and submit. From THERE, you’re just over the halfway mark! Editing takes several more months, then it’s time to promote the book—authors do much of their own marketing. It’s honestly very overwhelming to think about it all at once, so I just focus on one phase at a time.

Photo: Lottie Lillian

Put another way, bringing a cookbook into the world is a mix of joy and hard work. Testing recipes over and over has brought me to tears at times (I’ll never forget the day I baked the same cheesecake three times in a row), but the reward comes with being confident the recipes are rock solid and readers can 100% trust them. I’ve been doing this for more than a decade, and it’s still the greatest honor when someone chooses to make a Well Plated recipe out of the zillions of options out there. A person loving my recipe will never get old!

Walk us through a “Day in the Life”, working full time as a content creator and cookbook writer.

It sounds cliché, but truly no two days are alike! Sometimes I spend 12 hours straight on my computer (running a website has a huge technical and analytical component), some days I’m in the kitchen all day. Social media has also made creating videos a big part of our strategy, and we spend several hours filming each video.

What did you do before wellplated became your full-time endeavor?

I started my career at Target’s corporate headquarters in Minneapolis. Now that I lead a team of my own, I’m especially appreciative of the business skills I developed there, especially as it pertains to managing team members and projects.

Any advice for someone who feels they have a cookbook in them? Where should they start?

The very first place to begin is your proposal. Your book needs to have a specific point of view and specific audience its serving. A cookbook is a creative process, but it’s also a business. You need a case for why someone should buy your book instead of someone else’s, or instead of using free recipes online. Once you have that point of view, build out your table of contents. That will be your road map through the entire journey.

The dishes you create are tasty AND health conscious. Sheet Pan Pistachio Salmon caught our attention! How do you get your inspiration? What tactics do you use to create clever dishes that are wonderful in taste, but also mindful and nourishing for our bodies?

I get asked this question all the time, and I think a part of my brain is just in constant recipe idea mode! I can’t hit a farmer’s market, go out to eat, or flip through a food magazine without my wheels turning. I’m also very inspired by my travels. I’ll have a dish in another country and immediately start plotting how I could make it attainable for my readers to recreate themselves at home.

We’ve noticed there is a “Mr. Well Plated.” Could you tell us more about this?

My husband Ben (a.k.a. @notsowellplated on Instagram) is my partner in life and in work. He was a corporate attorney for 7 years, and worked such long, grueling hours, we would go through spans where we barely saw each other. As my business grew, I needed to hire a full-time employee and we both though…hey, maybe this could work. Working with your significant other isn’t for everyone, but I feel so lucky that works for us. The road has not been straight—we learned fairly early on that it was important for us to each have our own independent parts of the business to run. He’s my biggest cheerleader and has been since day 1. Well Plated wouldn’t be what it is today without him.

Summer has turned to fall. How important is “seasonality” to your recipes?

The seasons are one of my greatest sources of recipe inspiration and of joy in the kitchen. Part of celebrating life is cooking and eating along with the seasons. I want my recipes to meet readers where they are, not only in terms of what produce is freshest on the shelves, but also in terms of the season of life. Back to school means more quick-and-easy meals, summer means recipes that beat the heat, and in the fall and winter, we need cozy recipes to warm us on chilly evenings.

Going along with your theme of dishes on a regular rotation, what is your go-to dinner that you make more often than not? Is there an absolute favorite?

Honestly, it’s so hard for me to pick a favorite! A lot does depend on the season. In the summer, I love keeping it easy with chicken or salmon on the grill, and then grill some vegetables alongside. In the winter, we never get tired of thick, creamy vegetables soups and chilis. And when I need to clean out the fridge? Pizza or stir fry always does the job!

Do you have an in-person book tour/dates you’d like to share?

Yes! I am THRILLED to be doing a book tour (my first tour was cancelled, thank you #2020). I’d love to connect with people in person, so if I’m coming to your city, please get a ticket! The events involve snacks, great conversation, and of course I’ll be signing books. Connecting with people who make my recipes is my favorite part of my job!

When you’re not crafting up new recipes, what are some of your favorite other activities?

I live for travel, hikes with my dog, and spending time with friends (usually over a meal!)

Your personality truly shines through in this cookbook. How does one make a cookbook come alive?

A lot of it comes down to being vulnerable. I share personal stories about both the happiest times in my life and some of the saddest, as well as the memories the recipes bring back for me. I’m not afraid to be silly. I write my books like I’m talking to a friend .