James’ career profile
I’m a Home Economist. It’s a job that involves making a lot more than cakes! I work with marketing and technical departments, Research and Development and Public Relations to educate consumers about new products and technologies in the home and kitchen environment.
Having worked in similar roles for the Le Cordon Bleu Cookery Schools and the Good Housekeeping Institute in 2004 I set up my own company – Whisk www.whisk.biz Whisk is the UK’s only Home Economics consultancy providing clients with services from recipe development, food styling, launch events, buyers’ presentations and food and appliance demonstrations. Clients include Aga, Antony Worrall Thompson, British Airways, Tefal, Le Creuset, Neff and many more.
Key parts to my job revolve around analytical consideration and determining fact without ambiguity, that’s very important when testing new ovens and benchmarking products so recipes work in different appliances. Recipe testing and development requires a deep knowledge of food science as does product testing, I suppose a bit of engineering comes in handy too as properties of materials all affect cooking performance. As I said at the start, it’s a lot more than making cakes!
With the company growing I decided to set up a subsidiary aptly named ‘James McIntosh – Home Economist’ where under my own name I have a series of cookery books together with a large website for information on everything in terms of food, cooking and kitchen productswww.jamesmcintosh.co.uk.
I was awarded a Master of Arts (MA) in Food and Welfare Studies from the University of Dundee. MICSc is a Member of the Institute of Consumer Sciences incorporating Home Economics. I’m now also a Fellow of the Royal Society of Arts (FRSA) and in 2008 I won the award for best cookery book series in the World at the Gourmand World Cookbook awards.
I’ve had a great career, flying the world and being involved with new products and technologies long before they enter the market.