Get to know
Plate to Pixel.

Hi, I’m Alan.

I’m Alan De Herrera, the photographer behind Plate to Pixel. I started the studio in 2006 and have spent twenty years photographing food for restaurants, chefs, food brands and publishers across Southern California.

Over the years I’ve shot campaigns for national brands including Chipotle, Subway, Disney, Coca-Cola, Universal, Tyson Foods and Folgers, among many others. My work has appeared in several cookbooks and in magazines across the US and internationally.

Travel work has taken me around the world for brands, hotels and book publishers, with projects in Bolivia, Italy, Japan, Ecuador, Spain, Nicaragua, Colombia and Norway. I’ve also worked with the UN World Food Programme in Haiti.

I’ve spent those years mastering lighting, photography and culinary video. I light, style and shoot every job myself, so the person you talk to on the phone is the person behind the camera.

Great food photography shouldn’t be only for big brands. I offer affordable pricing and packages for small businesses, starting as low as $495 with unlimited images.

Work with me

Since 2006.
Twenty years of mastering the art of food photography.

Restaurants, chefs, food brands and publishers across Southern California. Several cookbooks, magazine features and national brand campaigns, all lit, styled and shot by me.

See published work ›

How I work

  • We start with a short call about your menu, your brand and where the photos will be used. On the day I bring a full lighting setup to your kitchen or dining room and work around your service. Dishes come out one at a time, I style and shoot each one on the spot, and you see the shots as we go.

  • Most restaurants need still photos for the menu and website, plus short vertical video for Instagram, TikTok and delivery apps. I shoot both in the same visit, so your kitchen only has to stop once.

  • I keep pricing simple and affordable, with packages built for small businesses, independent restaurants and cafes. Flat rates start as low as $495 and include unlimited images from the shoot, so you never pay per photo. Edited photos are delivered within three business days. The pricing page has the full breakdown.

  • Orange County, Los Angeles, San Diego and the Inland Empire, with Palm Springs and farther trips by arrangement.

  • Several published cookbooks so far, plus a wine and travel book. I photograph complete books for authors, chefs and publishers, from the cover to every recipe.

Get a quote

Let’s make something delicious.

Tell me how many dishes, your city and roughly when you need them. I will come back with a straight number within one business day.