Dining and Drink

Local food blogger to appear on TODAY show

Alice Choi of Hip Foodie Mom will prepare a recipe from her blog in a cooking segment on April 25

Local food blogger Alice Choi, creator of the popular blog and brand hipfoodiemom.com, will share one of her recipes with a national audience next week when she appears on NBC's TODAY show for a cooking segment.

Choi, who lives in Waunakee, is one of two people chosen from a group of 69 bloggers who entered into the TODAY show's Next Food Club Star challenge. The challenge to food bloggers across the country was to submit recipe demonstration videos for the chance to appear on the show.

"I was just super excited. I've done a lot of local TV here, but this will be my first national TV thing. And it's live. And it's the TODAY show!" Choi says.

If you're at all tuned in to the local food blogging world, you're probably familiar with Choi's drool-worthy creations. (We even dubbed her one of our Instagram Idols recently.) She also appears frequently on WISC-TV.

She's turned her recipe blog platform into a full-blown business, complete with recipe videos and brand partnerships. She goes on press trips and events for brands, traveling the country to different food events. A few months ago, she had the opportunity to do an Instagram takeover for the TODAY show's food Instagram account @todayfood, and Choi's chocolate chip cookie skillet post is one of the page's most liked posts with 3,777 likes, Choi says.

She's also active in the local scene, appearing at various food events and co-hosting a couple of her own. This Saturday, April 23, she's co-hosting a spring collection party at Madison's Madewell store at the Hilldale Shopping Center.

The TODAY show appearance could open doors for Choi.

"Within the past few years—since I've built more relationships with brands and now I go on press trips and travel—[Hip Foodie Mom has] turned into so much more. I'm excited to see where it's going to go," Choi says.

Choi will fly to New York this weekend for her Monday morning segment, where she'll make an asparagus Gruyère tart. "I know the recipe really well," Choi says. "It's super buttery and flakey and looks really impressive."

Tune in between 8 and 10 a.m. CT April 25 on NBC to catch Choi's segment.

Choi's segment and recipe will be available on today.com/food after it airs Monday.


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