Like much of my own baking, the Recipe Tin Eats vs Brooki Bakehouse reputation issue could have been better managed with careful timing and attention. So now, all cooking puns intended, we watch to see if a half-baked strategy is enough to remedy a reputation.

With the tale of two self-made social media bakers, Nagi Maehashi of Recipe Tin Eats and Brooke Bellamy of Brooki Bakehouse, making headlines, this situation exemplifies how unresolved issues can escalate into reputation-damaging crises. The first thought that crossed my mind is ‘how did it get this far?’

Both bakers have carved out significant niches in the culinary world, appealing to overlapping yet distinct demographics with loyal followings. Maehashi has been a catalyst in transforming household cooking with her accessible and reliable recipes, while Bellamy has built a strong brand presence and a bit of a cult following with her bakery and cookbook. Full disclosure: this crisis manager cannot cook a thing without first Googling “Nagi apricot chicken.”

Nagi Maehashi

On her widely followed Instagram, Maehashi accused Bellamy of plagiarising recipes in her book “Bake With Brooki,” published by Penguin.........

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