About Us

Hello, we’re ffoice

We help food, drink and health professionals kick-start their writing careers.

We do this with a mix of training, coaching and mentoring.

How it began

Chefs, bakers, deli owners, caterers, nutritionists – all have been approaching Jenni Muir for help and advice on writing since the early stages of her career when she was editor of Good Food Retailing magazine.

 In the last 30 years she has edited, ghostwritten and otherwise contributed to innumerable books, guides and websites while maintaining her own journalism career and working as a commissioning editor.

 But it wasn’t until she became a restaurant media consultant, pursuing children’s literature as a hobby, that she realised how the tools, exercises and practices of marketing and fiction writing could be – should be – applied to food writing. And that’s when ffoice was born.

What we do

ffoice’s mission is to help people in the food, drink and health worlds make more impact with their writing.

Our foundation course, Find Your Food Writing Voice, is a structured system to help you figure out what you want to do, how you want to do it, and then build your confidence with coaching and practice – not just practice writing but practice working with real editors.

By the end of it you’ll be brimming with confidence and clarity and excited about taking your career to the next level.

We know from experience that good online courses are the most powerful way to progress and transform. However, unlike most other digital courses, we include confidential one-to-one sessions to work directly with you on what matters most to you at whatever stage you’re at.

We are not agents, though we fulfill some of the roles people imagine all agents do – like nurturing projects and talent, providing a sounding board, and connecting people.

If you’re unsure about whether you’re ready for this, just keep checking out our blog and Instagram account @ffoicecoaching – you’ll pick up plenty of tips there. You’re also welcome to book a free clarity call.

If you’re raring to go, however, join our first live round of Find Your Food Writing Voice and benefit from our early bird rates.