My journey toward becoming a commercial food photographer started in an unexpected way: through food blogging. Back in 2009 I launched my first food blog—though it wasn’t particularly successful—and very quickly I realized that what I was truly drawn to was taking the photographs rather than just writing about food. Through that exposure I taught myself to cook, met interesting people, and found that my real dream was behind the lens, not the keyboard.
When I look back on how I became a commercial photographer, the truth is that there wasn’t a neat roadmap—rather, I simply tried a lot of things, even when I had no idea what I was doing. Some of those attempts stuck, and here are the strategies that worked for me.
I Learned to Control Artificial Lighting
One of the early mistakes I made was believing I could make it as a food photographer using only natural light. In editorial or lifestyle shooting that may work, but for commercial food photography—especially product packaging, advertising, or tightly controlled campaigns—it’s rare. Clients expect consistent results across frames and lets face it: natural light isn’t always reliable or available. I went back to photography school to learn this properly because I recognized I needed the technical support to deliver to professional standards. If you skip training in artificial lighting, you may very well be limiting your opportunities.
I Hired a Business Coach
Technical skill is important—but so is knowing how to market yourself, set your pricing, and behave like a professional. When I launched my business I realized quickly that I needed help understanding the commercial side of photography. So I hired a photography coach to guide me in how to present myself, how to talk to clients, and how to think of myself as a service provider—not just someone who takes pretty pictures. Even now I work with mentors, and many others in the industry do too.
I Wrote a Business Plan
Lots of creative freelancers think business planning is unnecessary—and I used to too. But writing a business plan gave me a roadmap: it forced me to think about who my clients are, what sets me apart, what my goals are, and how I’ll realistically reach them. It doesn’t have to be a thick document, but you should have measurable goals, a timeline, and clearly defined steps. This helps you make better decisions as you grow.
I Focused My Marketing on Ideal Clients
Getting found on search engines is important (for instance, when someone Googles “Vancouver food photographer,” my name now shows up near the top) but that alone isn’t enough. What I discovered is that many inquiries from websites are from clients looking only at price—not quality, fit, or long-term value. So I made the shift: I decided to market directly to the clients I wanted to work with—creative agencies, food brands, product packaging firms—and I pursued meetings with the right people, rather than waiting for random leads to arrive. That proactive approach led to my first big commercial job.
I Created Physical Promotional Materials
Email and social-media are great tools, but I found that printed or tangible materials still carry weight. I put together mailers, PDFs, brochures, and even print portfolios. It takes multiple touchpoints (often seven or more) for someone to really notice you amid the clutter of the marketplace. Printed pieces also help demonstrate you understand detail and professionalism.
I Invested in a Print Portfolio
In a world that’s increasingly digital, a print portfolio still has an edge—especially when your clients plan for print campaigns, packaging, or large-format work. Potential clients like to see how your images reproduce in print, how they hold up in physical media, and how consistent you can be. I created photo-books and used high-quality printing services so that I could show my work in a tangible way.
I Understood That It Costs Money to Make Money
Running a commercial photography business is not cheap. From gear and backups to marketing, insurance, software, props, lighting—you’ll need a budget. Early on I spent a lot of money setting things up properly. If you’re resistant to investing in your craft and your business, you may find you’re stuck. It’s one thing if you’re pursuing photography as a hobby—but if you want to make it as commercial full-time work, you’ll need to treat it like a business.
Final Thoughts
Becoming a freelance commercial photographer is no different in principle than starting any entrepreneurial business. There are ups and downs, a lot of work, and it may take years before you’re truly profitable. I’m not sharing this to dissuade you—I’m sharing it so you know what the road ahead actually looks like. Your time is limited. If you have a dream, give it everything you’ve got. The things I’ve described are within reach—but you have to commit, you have to keep going, and you cannot give up just when you’re almost there.
