Hey There, I'm Alfred

​

"Let my photographs speak for themselves" – that's what I used to believe.

Back in 2010, I was living my dream. I had 4,357 stock images uploaded across various agencies, earning a steady $1,000+ per month. I spent years perfecting my craft – understanding light, mastering composition and styling food that create mouth watering images.

​

I believed that quality spoke for itself.

​

So I decided to launch my first food photography course. I was confident that my years of expertise and quality of work would be all I needed for success.

​

My wake-up call came during a discovery call with Sarah, a food blogger who had been following me for months. She loved my work, shared my posts religiously.

​

And she was keen to upgrade her skills because she believed it would have a real impact on her blog.

​

But when it came to inviting her to join my course…

​

I slammed into a wall.

​

My mind went blank. I was so close to asking

​

"Would you be interested in buying my course?"

​

The most awkward moment imaginable.

​

That's when the harsh reality hit me: "I don't know how to sell."

​

I needed a different skill set.

​

So I embarked on mastering the Art of Selling.

​

I discovered 3 Game-Changing Lesson:

​

1. Position & Worldview

How does your prospect see you? Are you aligned with their values and beliefs?

​

​

2. Timing is Everything

Prospects buy on their timeline, not yours. Understanding their buyer journey was crucial.

​

​

3. Relationship & Trust

Building genuine connections matters more than perfect sales pitches.

​
​

And the marketing strategy that changed everything.

​

Email Marketing

The money is in the list. Consistent, valuable communication builds lasting relationships (and sales).

​
​

​

These principles transformed how I approached marketing strategy. You can spend years perfecting your wine — but if people never discover it, those bottles sit quietly, waiting…

​

Mastering your craft creates premium wine but building relationships turns strangers into friends, friends into buyers and buyers into loyal customers.

​
After learning these lessons the hard way, I created the Cultivate & Foster Framework — a system that helps winery owners build meaningful relationships with visitors, whether they're at your cellar door, during tastings, or browsing your website.

​