The Reach of a Chef

Author: Michael Ruhlman
Category: stacks

My boss is an entomologist whose hobby is being a foodie and cooking a killer paella. He's actually very good friends with the owner of the store Pink works for and teaches an occasional cooking class or two. I think we probably talk more about food and wine than we do about real work-related material. I'm reminded of this when I think of an email exchange we had:

Gena writes: Can you approve the attached purchase request, please? PS - Warner is wondering how to keep the bottom of the paella from burning and if it's supposed to be crispy or not. Thanks.

Boss replies: Important things first, the crust is called the "socratto"...

He enthusiastically lent me the above book maybe 2 years ago and I've finally just gotten around to reading it. He was right - it was great! The author starts by going back to the CIA (Culinary Institute of America) to see how things have changed since he's been there, which by itself is an interesting commentary on the attitude/role of the student in general these days. Then he moves to the meat of his book, how the image of the chef has changed and how "branding" plays a major role now in measuring success.

I loved it because I knew about several of the chefs he highlighted and enjoyed learning about those I hadn't heard of before. I loved knowing I had at eaten at some of the restaurants he mentions (okay, really only three) and picking up where I'd love to go for our next over-the-top meal ($500 sushi, anyone?). It would be completely entertaining for any foodie.

He talks about food television and how that has played a major role in the chef coming out of the kitchen, so to speak, and capturing the attention of millions of people at a time - something never imagined for a chef. If you're into food and restaurants (or maybe even marketing), then I'm sure you'll find this sufficiently entertaining.