Who are the "we"s and "I"s in our writing, and why should you care?
Sometimes I'll read one of those food articles in, say, Bon Appetit or Food and Wine and say to myself, "Did a real person write this thing, or was it generated by Martha Stewart's ghost writer?"? No one is as perfect a cook/host as these pieces suggest. The voice behind them is carefully bland, neutral, inoffensive and yet wildly enthusiastic about the subject at hand (which is a far cry from passionate!).
We, on the other hand, are anything but neutral and impassionate. We are very opinionated individuals with strong likes and dislikes (Don't get Lisa started on the topic of rutabagas. Patrick dislikes olives and Amelia loathes halvah). You may not really care who we are as individuals, but since we're trying to tell you about foods we love, we thought we'd offer you our credentials. After all, why should you trust us?? You don't even know us. But we want to assure you that we're real people just like you, who love food and love to talk about it. What we don't want is for you to feel like you're buying from a nameless, faceless virtual store. If you agree with our opinions, let us know. If you disagree, let us know that too! Send an email, or call and rant; we'll get back to you.
The other thing we hope is that over time, as you get to know us a little better, you'll be able to say to yourself "Wow, I really liked that cheese Lisa wrote about, and that marinade too. What else does she recommend, since we clearly have similar tastes." In our store we forge relationships with our customers, know people individually, their likes and dislikes. We'd love to carry that level of personal interaction over to our on-line customers as well, and as relationships are interactive, we hope you'll communicate with us and let us know what you think.