At The Place with Plant-Based Chef Fraser Cooks
Fraser is a plant-based chef and food and lifestyle content creator based in Hamilton, ON. He’s been showing others how to cook epic plant-based meals for over 10 years. He loves engaging with others on social media around plant-based food, improving mental health and living life as a 30-something-year-old.
Fraser is also a new dad and is so stoked to share all about parenthood and kid-friendly recipes across his social media platforms and website.
We sat down with Fraser Cooks to learn more about how he got started, his most memorable collaborations to date and how he wants to grow his brand.
What inspired you to become a plant-based chef and/or recipe creator?
I was vegetarian and cooking was one thing that I enjoyed. I actually was fired from a job in sales and went to cooking school and never looked back. Then I went vegan in culinary school so decided to turn it into a career as a content creator.
Are there any challenges you face as a plant-based chef/recipe creator?
I don’t face many challenges. I try to create food that everyone can enjoy rather than pigeonhole myself. I would say challenges are more on the partnership side if they are not aligned on the plant-based movement. However, I can work passed them and I am up for any challenge.
How do you balance health, sustainability, and flavour in your recipes?
I create bold, flavour-packed recipes that I actually want to eat because eating well should never mean sacrificing taste. My dishes are naturally high in fibre and protein, making them as nourishing as they are delicious. And because I cook with some of the most sustainable ingredients on the planet, eating better for the environment becomes easy and effortless.
What are some tips for creating delicious, plant-based recipes on a budget?
This is easier than you think. If you remove all the noise, go to the grocery store and look around. Some of the most affordable foods are right there such as garlic, onions, spices, herbs, beans, lemon and lime. That’s how I do it.
Where do you find inspiration for your content and/or recipes?
I would say looking on Instagram and what the algorithm shows you. However sometimes it works and resonates and sometimes it doesn’t so continuing to focus on what I do best and looking at my results and tweaking as I go.
What are some ways that you stay inspired and avoid creative burnout?
This is a serious thing that I’ve dealt with a lot in my jobs within the food industry. But especially working as a content creator can feel very isolating at times. I work by myself and post content that I hope does well and resonates with people. Also finding time to film as a new dad is also challenging. So i have learned to take time rather than filming and posting every day. Then I go back to my list and start working again.
If you could collaborate with anyone, who would it be and why?
There are so many creators that I look up to. If you would have asked me this two years ago, it would be totally different. But right now, it would be Chuck and Haley from Two People Cooking. It just seems so fun and they cook really interesting recipes.
Coolest experience or opportunity since becoming a content creator?
It would have to be the freedom that it allows. I have been an entrepreneur for a long time but owning a restaurant is different than being a content creator. Being able to make my own schedule and spend time with my family is just amazing. I’m so grateful that I’m at this point and can watch my son grow up.
One piece of advice you’d give someone getting started in content creation?
Just get started. I actually got it tattooed on my wrist. The hardest thing to do is put one foot infront of the other and work on a goal. I look at videos I posted last year and thought they were great at the time but there is always room for improvement so you can always improve and just do it. Get started, chip away at it or else you’ll never improve.
What can we expect from Fraser Cooks in 2025?
I would expect more of the same. I am focusing on long-form YouTube content. My goal is to get 1 million followers. So that’s what you can expect from me and more dad content and approachable content. I am looking forward to it.