In 2023 our client Ons Tuis shared their dream of creating a unique recipe book capturing the culinary heritage of their elderly residents. There was immediate appreciation for the vision behind the project. What began as a simple idea eventually grew into a comprehensive campaign, where food, culture, generations, and community were connected – and Edge Communications was proud to be at the heart of every phase.
Coordination with managers
The project began with thorough planning and collaboration with the leadership teams at Ons Tuis. Edge held conversations with key role players from the retirement homes’ management to understand not only the scope of the project but also the heartbeat behind each dish – the people themselves. This phase required strategic planning and coordination from Edge to reach each participant, gather their recipes, and begin weaving a story from them. The human element was a priority – each recipe needed to carry a piece of personality and history.
Recipe collation and category planning
Once the recipes began pouring in, the curation process started. Edge took on the task of organising hundreds of recipes, eliminating duplicates, and refining the content. It was vital to ensure that each dish was not only unique but also an honest reflection of the contributor. Our team structured the categories – breakfasts, light meals, main meals, desserts, and miscellaneous – to ensure balance and readability. Here, Edge’s creative and strategic strengths came together – a blend of content creation and organisation.
Selection, testing, and photography
Next came the practical part of the journey. A selection process was implemented, with Edge, Ons Tuis, and Lig in Duisternis Publishers working together to choose the top recipes for photography. These recipes were then assigned to cooking teams made up of residents and kitchen staff, who prepared them themselves – a community project that sparked joy and pride. The photo shoot, which took place over four days, was planned and coordinated by our team. We approached each dish not only as a recipe but as a story. The concept was rooted in nostalgia, and we used classic decor elements to complement and enhance the emotional connection to each dish. For instance, with the traditional rusk recipe, we recreated a familiar old-style kitchen scene featuring a bright red tin cup and enamel plate, items often associated with early morning coffee in Afrikaner homes.
Before the shoot, the team spent time curating props and planning colour palettes that would harmonise with the dishes and reinforce their cultural context. Each recipe was grouped with decor to tell a visual story. On set, we paid close attention to composition like balancing textures, colours, and angles to highlight the dish while keeping the style simple and authentic.
Text development: Every recipe tells a story
Edge’s writing team then took on the task of capturing each recipe and the insight and story behind it. Every word was intentionally chosen to reflect the love, memories, and traditions behind the dish. These recipes are more than instructions – they are stories told through food, rich with flavour and feeling. We also included additional contributions from residents and their families where possible, enriching the emotional and cultural depth of the book.
Publisher coordination and media exposure
Edge managed the project all the way through to publication – from daily communication with the team at Lig in Duisternis Publishers to overseeing layout, printing, and timelines. In collaboration with Lig in Duisternis Uitgewers we facilitated the financial application process with the SA Akademie vir Wetenskap en Kuns as a financial project partner to further strengthen the book’s cultural value and legitimacy. At the same time, we launched a focused media campaign, including press releases, media invitations, and social media content, all aimed at raising awareness and boosting book sales.
As with any large-scale project, challenges inevitably arose. From late recipe submissions to unforeseen printing delays. Edge responded swiftly each time with transparent and proactive communication. We prepared alternatives, offered options, and facilitated practical solutions.
According to Daleen Gouws, Director of Edge Communications, the recipe book is distinguished by the heart with which it was created.
“Edge Communications didn’t just play a communication role, we lived, planned, and managed every phase of the project alongside Ons Tuis and their residents. We tasted the dishes, wrote the stories, coordinated the processes, and smiled together when the first proof copy came off the press,” says Daleen. Dek die Tafel is more than just a recipe book – it is a monument of memory, love, and cultural heritage. And for Edge Communications, it was an honour to be part of it – from concept to completion.
