I get asked on a regular basis why we do what we do here. Here’s my answer.
When I research a recipe or a subject, I look at a lot of food blogs, especially if I want to do something that I think is relatively original. I was doing that today, and I waded through a bunch of ‘very successful’ blogs. You know how I could tell that they were very successful? Because of the amount and general level of obnoxiousness derived from advertising on their sites – I left without reading through whatever it was I’d gone there to check out. And talk about non-sequitur? Ads for cosmetics, clothes, and a dozen other items having not one damn thing to do with food or cooking. In case you hadn’t noticed, I find stuff like that incredibly irritating. The Pioneer Woman, Rachel Ray, Tyler Florence claiming the cookbook is dead – all that? That’s not serious cooking, that’s hype, at best – The food equivalent of country music out of Nashville these days, (which I refer to as pop with fiddles). Frankly, if that’s success, well then, y’all can have it.
It’s the latest trend in monetizing what is ostensibly a food site. Monetize, if you’re unfamiliar, is an economic term. I know, ‘cause my Pop taught Econ at Harvard and MIT, (and who knows, maybe some of his smarts trickled down to me). What it means, literally, is to turn something into money – to utilize it as a source of profit. Now, if that’s why you have a food blog, good for you, but I’m out.
I was cooking for Monica and a good friend the other night, and it was his first visit to our kitchen, (though he’s had plenty of my cooking at the café). When he put his nose to the shaker of our signature seasoning salt, he couldn’t believe we’ve never monitized it. He’s a business man, and he greatly admires my cooking, so that was a compliment, no doubt, but it’s not why I labor away in relative obscurity here. That, I do because I have to – I gotta read, research, mull over, tweak, test, refine, create and write about food, and then share what I discover. Frankly, if no one read it but me, I’d still do it, (but don’t get me wrong, I greatly appreciate y’all being regulars here).
Now, for the record, down the line, I do intend to write a book or three based on what I do here, and frankly, I’m already working on that. Furthermore, if and when I ever come up with an original, really cool food item that I genuinely want to share with the world, I’ll do that too, (and frankly, that seasoning salt blend is getting mighty close). I do this because I love to, and because I’m driven to it – I could no longer stop writing about food than I could stop breathing.
Granted, there are a lot of great food blogs out there, but as The Corporate Machine figures out that they can profit grandly from our labors, all the ultra-commercialized stuff spirals out of control. It comes in waves, like boy bands. First, there was the need for nutritional info if you were going to be a ‘serious’ food blogger. Then came ridiculously professional-level photography, without which you couldn’t get a recipe accepted in any of the über-hip sites at the time. That morphed into full blown food styling, (right – like when we cook at home, every aspect of the meal is placed, staged, and choreographed – uh huh…) Now, if you’re cool, your site is festooned with multiple ads for a bunch of consumerist bullshit that has zero to do with food or cooking – This is how the next Food Channel Super Food Dipstick gets anointed.
I write about food for some pretty simple reasons. I’m interested in sharing recipes, methods, processes and such. I’m interested in sourcing, using wisely, and preserving food that is good for you in a world where much of what we are offered to eat is crap – Owned and foisted upon us by some pretty crappy mega-corporations. I’m interested in the science behind cooking, because I’ve never liked simply being told to ‘do it this way.’ I want to discover those cool secrets that professional Chefs and kitchens employ, and whenever possible, let the kitty out of the sack. That’s just how I’m wired. I trust that if you’re reading this, you’re interested in these things as well.
Today, some 8 years downstream from very humble beginnings, this blog has followers from all over the world. It’s won accolades from specific regions and countries for faithful renditions of beloved dishes. Stuff that I truly came up with first has been copied, and a couple of them are now fairly mainstream. It has a lot more followers and regular visitors than I ever thought it would – There are tens of thousands of genuine visits and visitors here every month. Is that a lot in the Big Picture Cool Food Blog scale? Well, no, when you consider that those tragically hip sites get millions of visitors – Frankly, I don’t really care about that, in the competing with others sense of the phrase – If you’re here, reading these posts, and you like them, and you come back when I post a new one, then I’m a seriously happy camper. While it still holds true that I cook to make M happy and write to make me happy, I love sharing stuff that helps y’all expand your horizons and eat well.
Now, all that said, I still get asked the following questions a lot, so let me just address them again – they are,
Why don’t you list nutritional information for your recipes,
Why don’t you post exact prep and cooking times, and
Why do you post exotic ingredients that I’m not likely to have?
In a nutshell, here’s why;
Frankly, listing nutritionals means, more than anything, that I am determining what kind of portion size you and yours eat, and frankly, I don’t have a clue about that. On the sites that do this, portions are most oft listed in ounces, so let me just ask – Do you weigh what you cook and what you plate before you eat it? Didn’t think so… If I post a casserole recipe and you make it, how much do you eat? How about your partner? Do you have seconds, are there leftovers, and so on. This ain’t a restaurant and neither is your house. None of us need to eat the same portion for reasons of consistency or economic viability, unless maybe we’re on a specific diet, in which case you’re not getting your recipes here, (ideas though, maybe).
For the record, I predominantly scale recipes for two, with room for leftovers, the idea being that most of the folks visiting here, like M and I, cook that way. Factor in the consideration that we heavily champion the concept of cooking one thing that will generate several meals – A whole chicken, roast, or whatnot that can easily become three or four great meals- That’s the smart way to cook if you want to eat well, be efficient, and economically savvy. And I’m still not gonna list nutritional data, sorry – For that, you’re on your own. As mentioned liberally herein, a recipe is nothing more than an idea, a guideline at best – Most people can and will tweak it, often to quite a degree – You should read some of the responses I get along the line of, ‘I made it, but I didn’t use any chocolate’…
Don’t get me wrong, nutrition is important and should be monitored in some way, shape, or form. The best way to do that is to buy, cook, and eat good things. Buy locally whenever you can. Buy fresh food, and avoid highly processed stuff like the plague. Read the labels and avoid things that are there only to help some corporation keep things on the shelf longer, or to keep it looking pretty beyond the time it should. Grow anything and everything you can. Preserve what you buy or grow so that you can notably extend the time it is available to you. Make everything you can from scratch. That may sound more intensive than what you do now, but if you really care about nutrition, you’ll do it. And as far as our recipes go, whenever you need or want detailed nutritionals on our recipes, just use a calorie counting app, and you’re off to the races.
Next up is prep and cooking time.
Weeeeeellllll, how do I say this? Listing prep time is, in my not even remotely humble opinion, one of the dumbest things I’ve ever read. The problem is actually pretty obvious. Listing prep time says we all prep at the same speed, and nothing could be further from the truth. Heck, I have three preppers in my cafe and they all perform differently… So really, the question is who’s prep time are we talking about? Mine? Yours? Emeril’s? I’ve been cutting things for decades and have pretty damn good knife skills; do you? I don’t even think about process and procedure any more, it just comes naturally – does it for you? And if your answers are ‘No’, does that make you slow? The answer to that isn’t rhetorical – it’s a resounding no. Listing prep time is often a disservice, for my mind. What it can and all too often does is to set up arbitrary determinations of success or failure in a home cook’s mind – It probably leads to mistakes, as folks look at the clock and start to rush or miss something things trying to keep up with an arbitrary determination of ‘normal’ prep time – Think that’s crazy? I assure you it’s not and that it does happen that way – It ends up souring a lot of folks on cooking, let alone websites and cookbooks.
And that’s just the tip of the iceberg. How about what ingredients you have right on hand when you start your prep, how well equipped your kitchen is, how your day went, how many rug rats are flying around your feet, or how many critters need to go out right now? Get the picture? My bottom line is simple – No one should give a rats ass how long it takes, if you have the time and want to make it. If you’re cooking regularly, you either already have a decent sense of what you can and will accomplish in a given time, or you will develop one in time. If you really do like cooking and want to do it, you’ll do it.
Finally, there’s the exotic ingredient thing. Yes, I have a ridiculous pantry and spice cabinet, (ask M what she thinks of the Asian section alone.) You may or may not have a pantry like ours, but I really don’t think that matters. We have all this stuff because we dedicate a hell of a lot of time and energy into developing and perfecting recipes to share with y’all. Whether or not you need that much is up to you. Does a couple avocado leaves and a little annatto really make or break good chili? I think the question is rhetorical. Anyway, I don’t buy the ‘why do you use ingredients I’m not likely to have’ complaint for a second – in this day and age, almost anyone in this country and many others can get anything they want. And if you can’t, well, I’ve sent grits to Sweden, cornmeal to Australia, and mustard seed to Israel – if you don’t find something you wanna try, hit me up, and I’ll get it to you.
I’ve also gotta point out that a lot of what we do gets designed because we had stuff in house that needed to get used, so that’s what we put in there. Again, like a broken record, a recipe is a guideline – Don’t like hot chiles, but have sweet peppers? Use those, and don’t think twice, it’s alright. If you’re here with any frequency, you know we strongly encourage and desire experimentation on your part – If you’re making it, put what you like in it. In any case, did you know that you can’t copyright or claim recipes? True story, that – All you can call your own is the verbiage and order in which you explain how to make the dish – As such, I’ve got no more right to my recipes than you do, so go wild. Anyway, maybe you should check out Tasmanian Pepperberry, or Urfa Bebir. Only the Food Goods know what you’ll do with them.
We do this because, many years ago, dear friends who love to grow, cook, preserve and explore as much as we do asked us to. We do this because we have a love for good food and cooking shared. We do this because we hope to inspire such in y’all. That’s more than good enough for me.