The Food Guru Story: When Food Meets Video

Food Guru
Jul 3, 2013

Guest Post By Food Guru

"Everyone has a story, and there is no better way to connect with an online viewer and bring your business to life."
- Debbie Sultan, Food Guru

Food Guru is a marketing and production company that creates and produces documentary-style videos for food and beverage businesses. These 1-2 minute video stories allow customers to connect with the story of the business. With a presence on the home page of the business' website and placement on YouTube, viewers learn directly from the owner about the business history, background, passion, vision, atmosphere, services, and food and beverages.

ComScore, a global leader in digital business analytics research, shows that 85% of all internet users watch videos as a way to better learn about products and services. For Food Guru, video allows them to bring their clients' food to life. They feature food in and out of the home with original video stories, photos, and blog posts. The video story format is a combination of PR, advertising, and sales tools. They've found their use of video is, "the best way to literally build an appetite," according to Debbie Sultan, Food Guru's Marketing Guru.

Food Guru has filmed video stories for artisan companies, restaurants, and food trucks. One of their biggest success stories is Toffee Talk, a small, award-winning artisan confections company, which has over 1,000 cumulative views on their combined YouTube channels. Food Guru just launched its own original web series called "Cooking Guru" on YouTube. Each episode will be 2-4 minutes in length, where the focus is on simple and healthy meals: 2 Breakfasts, 2 Lunches, 2 Dinners, a Snack, and a Dessert. Episodes from season 1 will be released weekly throughout the summer of 2013.

According to Ariel Sultan, Food Guru's Video Guru, "the most important thing we do is that we are crafting stories through video; that is why we call ourselves visual storytellers. We want to remain authentic in documentary form by having the business owner or representative interviewed, and they become the narrator of their own story. Through this method, the business' and owner's story are humanized, where consumers are able to make a personalized connection."

Mother and daughter from Food Guru holding a chefs hat and cooking utensils

Food Guru is a mother/daughter team. Ariel Sultan, the Video Guru, came up with idea when she was enrolled in a new media class at NYU. Ariel decided to turn her foodie obsession into her final class project by filming short videos on a variety of food trucks in New York City. After the project presentation, the students and professor wanted to know when Ariel was going to release more food videos. On a whim, she posted some videos on YouTube with no website or promotion, and within a few months, they picked up thousands of hits.

Meanwhile, 3,000 miles away, the Marketing Guru, Debbie (Ariel's mom) was about to launch into the food truck business. After a year and a half of testing out various food concepts, she opened an espresso truck. Although the food truck world was exciting and provided an invaluable education in running and operating a food business, she knew that waking up at 4 a.m. was "not her cup of coffee." Debbie's true passion and background is creating and implementing marketing plans, strategies, and programs in the food industry. With Debbie winding down her food truck business, she was eager to get back to her marketing roots. Meanwhile, Ariel, a recent graduate from NYU's Film School, saw the opportunities, trends, and value of creating online video content. With Ariel's and Debbie's complementary backgrounds in food, film, and marketing, this mom and daughter team launched Food Guru in 2013.

Learn more about Food Guru and check out their video stories and blog posts by visiting their website at Just be warned - it might make you hungry!

1 comment
Jul 23, 2013 8:54pm
Interesting team. Videos are certainly taking over the marketing scene nowadays. That's not really a surprise seeing that they are more visual and this in itself tends to catch attention better and retain it much longer. I hope you could also drop by and check out my blog enumerating the essentials for video production --