We caught up with the brilliant and insightful Erin Norcross a few weeks ago and have shared our conversation below.

Erin , appreciate you joining us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

For me, taking a risk wasn’t one big dramatic moment. It was more like a series of small decisions that kept pulling me in the same direction.

I had a steady career in the food world and a pretty clear path, but I kept finding myself wanting to create something that felt more like mine. So I started sharing recipes, Trader Joe’s finds, and local spots in Charleston on the side.

At first, it was just something I enjoyed doing. But over time, it started to take up more space in my life, and that’s where it felt a little risky. I was putting a lot of time and energy into something that didn’t have a clear outcome.

There were definitely moments where I questioned it, but I kept showing up. And slowly, things started to click. My audience grew, brands started reaching out, and it became something real.

I’m still figuring it out, but saying yes to that uncertainty is what got me here. And moments like this are a reminder that it was worth taking the chance.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

I’m a food content creator and recipe developer based in Charleston, and I share a mix of easy, approachable recipes, Grocery finds (gained popularity from sharing weekly Trader Joe’s finds), and local restaurant spots.

I’ve always been in the food world professionally, but creating content started more as something I did on the side. I enjoyed sharing what I was cooking, what I was buying, and where I was eating, and over time it grew into something much bigger.

Now, I work with brands to create content that feels natural and actually fits into everyday life. I think what sets me apart is that I’m not trying to overcomplicate things. My recipes are realistic, my recommendations are things I genuinely love, and I try to make everything feel approachable.

A big part of my content is helping people figure out what to make or what to buy without overthinking it. Whether it’s a quick dinner idea, a Trader Joe’s haul, or a restaurant to try in Charleston, I want it to feel helpful and doable.

I’m really proud of the community I’ve built and the trust that comes with it. People come back because they know I’m sharing things I actually use and enjoy, and that means a lot to me.

Overall, I want people to feel inspired but not intimidated. Food should be fun, easy, and something you look forward to, not something that feels overwhelming.

Any insights you can share with us about how you built up your social media presence?

I started sharing content a little over four years ago, and it really began with Trader Joe’s finds. I was already shopping there all the time and naturally sharing what I loved with friends, so it felt like an easy place to start.

At the beginning, I wasn’t overthinking it. I was just posting things I was genuinely excited about, whether it was a new product, a simple recipe, or something I thought other people would enjoy trying.

What made the biggest difference was consistency. I kept showing up, even when growth felt slow or unpredictable, and over time people started to come back for those same types of posts. That’s really how my Trader Joe’s series and recipe content started to take shape.

As my audience grew, I started sharing more of my life, first in Los Angeles where I was living at the time, and now in Charleston, along with local restaurants. That helped expand things while still staying true to what people originally followed me for.

I think what’s helped me build an audience is keeping everything approachable and real. I’m not trying to overcomplicate recipes or promote things I don’t actually use. It’s all things I genuinely enjoy, and I think people can tell.

My biggest advice for anyone starting out is to focus on what feels natural to you and stick with it. Growth doesn’t usually happen overnight, but if you keep showing up and sharing things you actually care about, it builds over time.

How about pivoting – can you share the story of a time you’ve had to pivot?

One of the biggest pivots for me happened gradually as my content started to grow. I originally built my audience around Trader Joe’s finds and easy recipes, which is still a big part of what I do.

But as my audience grew, I realized I wanted to share more of my life beyond that. I had moved from Los Angeles to Charleston, and I was experiencing a completely different food scene and lifestyle.

At first, it felt a little risky to branch out. I didn’t want to lose what people originally followed me for, but I also didn’t want to feel boxed into one type of content.

So I started slowly incorporating more local restaurant content and everyday moments into what I was already sharing. Over time, it felt more balanced and more like me.

That shift helped me grow in a different way. It allowed me to connect with a new audience while still staying true to the foundation I had built.

It reminded me that evolving is part of the process, and sometimes the best thing you can do is trust your instincts and let your content grow with you.

Contact Info:

• Website: https://bio.site/ErinNorcross
• Instagram: @Erin_funfoodie
• Linkedin: https://www.linkedin.com/in/erinnorcross
• Youtube: @erin_funfoodie
• Other: TikTok:
  @erin_funfoodie