Alex Herzog

Rio de Janeiro

In 1989 Alex Herzog decides to leave the executive vice-presidency position at the group he had worked at for almost 20 years, to travel to the USA and take photography workshops at Art Kane, related to The Image Bank. Back to Brazil in 1990, he began to work at ZNZ, a photography agency, where he dedicates his time to ZNZ’s Image Bank, the creation of ZNZ’s School of Photography, and the production and editing of photojournalism news reports. He moves to the USA in 1991, where he works with design, advertising, and marketing. As a result, he starts to photograph for a gastronomy column at a local Florida paper. He also photographs at his studio in Fort Lauderdale, kitchen, and culinary appliances, and at this point he begins to endeavor into the world of gastronomy through different classes and workshops. In 1999 he opens the CooksClub IN HOUSE, a culinary school, which brings an American teaching style, with classes and workshops. Due to the CooksClub he is invited in 2000, to open up a restaurant at Rio Design Barra shopping mall, where he then establishes the IN HOUSE Café-Bistrô. Alex, graduated in Business Administration, is a Carioca, married, has three kids and four granddaughters. He also developed his passion for food and cooking with his grandmother, who was a great Belgium cook. When he was a kid, used to he spend hours and hours in the kitchen helping and learning with her.