Feel Good Foodie

Yumna Jawad

@FEELGOODFOODIE | FEELGOODFOODIE.NET

Like many social media pros today, Yumna Jawad began using Instagram back in 2013 as a personal photo experiment. She hoped to find a way to turn it into a lucrative endeavor that would allow her to spend more time with her newborn. “I had just had my son, and I decided to start taking photos of the recipes I was trying at home and share them on Instagram—things quickly took off,” she shares. “I had a job in marketing, but I loved being a mom and wanted to find a way to have a career but be home more often and invest more time in my family. Instagram taking off was just the start of what became Feel Good Foodie.”

Today, Feel Good Foodie is an online community and meal-planning service with 4.2 million followers on Instagram, plus millions of website visitors and subscribers who wish to engage with Jawad and take advantage of her expert tips and recipes for healthy, hearty meals for the whole family. We were excited to feature Feel Good Foodie in VIE’s 2021 holiday recipes roundup and catch up with Jawad for this inaugural influencer issue to discuss all things social!

VIE: What is your favorite part about your job, and what is your least favorite?

Yumna Jawad: My favorite part of my job is the recipe testing (taste testing, of course!) and seeing all my followers make and love the recipes! I’ve always been a foodie, and being able to share my passion and try new foods is the best part. My least favorite part about my job is probably how demanding it can be. I love the flexibility I have as the CEO and founder of this digital food brand, but running a business can be tiring. I’m thankful for a great team and necessary vacations!

VIE: What is a highlight moment you’ve experienced as an influencer?

YJ: Probably being on Live with Kelly and Mark! I’m a guest on the show a couple of times a year, and every time I head out to New York, I can’t believe it’s me they want on the show. My second highlight is just around the corner: my first cookbook is launching in Spring 2024, and I am so thrilled. I know that’s the moment when all of this is truly going to come full circle.

This is truly going to come full circle.

VIE: What words of wisdom would you give someone interested in becoming an influencer or starting a brand?

YJ: I would advise them just to start and not worry about every detail being perfect before launching. There is so much to learn in the process of creating a brand or becoming an influencer that you can only learn by doing. Influencers often feel pressured to make enough content for a certain period before starting an account or to perfect their brand logo before creating recipes. But the industry changes so much that I’ve found it best to start, adjust, and build with time.

VIE: What are you currently watching, listening to, or reading?

YJ: Virgin River Season 5.

VIE: Besides your phone, what’s one thing you can’t leave home without?

YJ: My Apple Watch—I like quickly keeping track of my steps, calendar, and messages on my wrist!

VIE: What’s your top travel destination for fall?

YJ: We tend to stick around Michigan in the fall because the kids are back at school, and the weather and fall colors are so beautiful here. We love going to farmers markets, apple picking, berry picking, and just enjoying the outdoors.

VIE: What’s your favorite fall trend?

YJ: My favorite fall trend is making Starbucks feel-good fall menu copycat recipes, such as my Pumpkin Cream Cold Brew and Pumpkin Spice Latte.

VIE: Thank you, Yumna!

— V —