The Life of a Kale Junkie Recipe: How Ideas Become the Food You See On Social Media

From middle of the night scribbles to viral trends, here’s what really goes into creating my recipes, and why it’s rarely as simple as it looks 😏.

I think recipe development is often romanticized.
It’s one of the most frequently asked questions during my weekly Instagram Q&As: “how do you come up with your recipes?” And I get it —From the outside, it looks like I just dream up an idea, film a video, post it online, and somehow make a living. I wish it were that easy. The truth is, it’s far more challenging—but also really, really fun.

Every recipe I publish, whether on my website or social channels, comes from a streamlined process I’ve refined over the years: flashes of inspiration, rounds of testing and refining, honest feedback from my toughest critics—and that’s just the beginning.

So without further ado, here’s how it really happens:

---

1. Where I Find Inspiration

I draw inspiration from many places, but the number one source is myself—I’m constantly asking, “What am I craving?” I don’t create recipes solely for SEO or based on what I think will perform well. I create food I actually want to eat, because I am the one eating it. And because I hold high standards for good food, I like to think that’s part of why my recipes turn out so well.

One of my quirks is that often my best ideas hit me in the middle of the night. It sounds strange, but I’ll often wake up and scribble down a recipe concept on the notepad I keep in my nightstand drawer.

I’m also influenced by restaurants I’ve visited. I take mental notes of dishes I have fallen in love with, and then try my best to recreate my own version of them. For instance, this Maroulosalata salad was inspired by the famous San Francisco Greek restaurant, Kokkari.

But they aren’t always inspired by fancy restaurants—sometimes they are inspired by healthy food chains, like Sweetgreen! Below is my version of the Sweetgreen Hot Honey Chicken Plate.

In addition, my recipes always take into account the season/time of year. In the summertime, I am brainstorming light, fresh recipes that require little to no oven time. In the winter, I am brainstorming heartier, comfort food vibes, and of course at Thanksgiving, it’s Thanksgiving recipes in full throttle!

Not only that, I always make room in my content calendar to test out viral food trends. I’ve always been a curious person, so testing out ideas that I might not have thought of, is really fun! Some things are a royal flop and others are amazing—viral TikTok cucumber sweet pepper salad, anyone?

---

2. Originality vs. Iteration

Here’s the truth: in food, truly original ideas are rare. Recipes have been shared, adapted, and reinvented for centuries.

So instead of chasing complete novelty, I focus on putting my spin on things. That might mean:

• Simplifying a technique so it’s weeknight-friendly (hello, one pot/pan meals!)

• Adding a nutritional boost (extra protein, fiber, or healthy fats)

• Introducing a flavor twist that elevates the dish

To me, the magic isn’t in inventing something the world has never seen—it’s in creating something familiar enough to feel approachable, yet unique enough to convince you to give my recipe a try.

But Nicole, do you deal with other creators copying your recipes? Why yes, I do. Like I said above, truly original recipes are rare. However, it becomes problematic when other creators copy recipes word for word or fail to provide credit for inspiration (like why?!?!?). It happens a lot. It used to really bother me, but these days I just let it go—I have a community that can spot a KJ recipe from a mile away, so I just let karma handle it and move on with my life 😏.

---

3. Testing, Tasting, and Refining

Once I’ve brainstormed an idea, the testing begins. I set aside 1–2 days per week for recipe testing—usually 4 hours on Wednesdays and 3 hours on Fridays. Let’s just say: lots and lots of dirty dishes. In the earlier days of Kale Junkie, when I was a practicing lawyer, my recipe testing happened very late at night after the work day was over. That sacrifice was the only way I was able to turn my hobby into a career :)

But because my recipes are pretty simple, I rarely have a total fail—the kind where I have to throw it all away. But the first version of anything I test is rarely perfect. Sometimes it’s too bland, sometimes I discover there are too many steps for the average home cook, or it just doesn’t feel exciting. But that first round gives me direction. From there, it’s all about refinement: testing again to adjust textures, dial in seasoning, and simplify the process.

This stage is deeply collaborative. My assistant Erika is my closest partner in this process. Together, we tweak, test, and debate until the recipe feels just right. I also give food to my close friends to test and provide feedback, and then there are my picky ass kids, Gavyn (10) and Hunter (8). If I make something and they ask for seconds, I know I’ve hit a winner.

But what about a professional recipe tester? Do you use one?

Yes! But not all year round. During the holiday season, I hire a professional recipe tester. I develop the recipes and hand them off to her to test and retest as needed. The holiday time of year is the busiest for food creators, so I desperately need extra help. Recipes need to be perfect all year long, but especially during the holidays.

---

4. Making It Aesthetic

Food is visual and you know the saying—we eat first with our eyes. So when I’m developing recipes, I only create recipes that I know will photograph well. Let’s face it—no one wants to make or eat an ugly brown meal, so I steer clear of developing those recipes all together. Additionally, when I’m testing a recipe, not only am I thinking about the taste of the food itself, I am also taking mental notes of what garnishes I will use to make a dish POP and what angles I want to capture when it comes time to film the recipe. There is a lot to planning and things to take into consideration!

---

5. Filming the Final Recipes

Once the recipes and aesthetic are locked in, it’s time to film them for social media and the blog. I usually film on Mondays, Tuesdays, and sometimes Thursdays, depending on my workload—typically 2–3 recipes per day. In order to do that, I have to place my grocery orders a day in advance and be extremely efficient in the kitchen. I am super grateful that my assistant knows my cadence and helps clean dishes in between recipes, keeps the counters clean, and keeps me well caffeinated 😊.

You thought it was done there, didn’t you?
Not exactly. While the filming is done, then comes the hours of editing (1-2 hours per video), then deciding what recipes I want to post on what day (slotting them into my content calendar), then doing the actual posting on said days, and engaging with my community and responding to comments on social media.

---

6. Handing It Off to My Blog Team

After filming, I send the finalized recipes and edited videos to my photographer and blog writer. From there, I let them run with it. In the beginning of Kale Junkie, I used to photograph and write every blog post myself. I simply got to a point in my career where I didn’t have the bandwidth to handle those responsibilities, and they are the experts in their field. It takes about 1- 1/2 weeks for a recipe to make it’s way to my blog!

Speaking of which, did you know I have a website with thousands of free recipes? Well now you do!!

---

So That’s The Process 🥳

I’ve simplified a lot of this, but now you know how that first spark of inspiration becomes the delicious Kale Junkie recipe you are making for your family! Thank you for trusting me and inviting me into your kitchen and your lives!

---

Your Turn👇

Comment and let me know what recipes you want me to create for Thanksgiving and Christmas/Hanukkah! I will take your suggestions and run with them.

---

Enjoyed this peek into my process? 💌

Paid subscribers get even more:
Exclusive recipes I don’t share anywhere else, deeper behind-the-scenes content, first access to new projects, and thoughtful discussions on more personal topics like marriage, divorce, family dynamics, and more.

Thank you for supporting my work.