Custom Books from A to Z

Winter Doldrums

2012-02-10T08:01:00.000-08:00

I recently read a cartoon that depicted a note addressed to optimists and pessimists which read "while you are arguing half full or half empty I drank the water" and was signed Opportunist. I like this philosophy and encourage you to make the most opportunity of your time in what I term the "winter doldrums". When the weather is bad and folks are just sitting around waiting for spring, it is an opportune time for you to get things in place for increased sales.

Remember, you might not be able to control whether or not consumers purchase your book but you can control the effort that goes into promoting it and marketing it. During the winter months I encourage you to be aggressive in your plans for marketing. While others are waiting for something to happen, you can be an opportunist and make things happen.

What is the Downside of E-Books?

2012-01-25T06:31:00.000-08:00

The statistics overwhelmingly support the fact that consumers are buying e-books. This past Christmas season saw a record number of e-readers sold with the introduction of the new Kindle Fire as well as other e-reading devices. And we know that there is now a Chef Stand and Stylus on the market that allows us take our readers into the kitchen and use an e-book without ever touching the tablet.

But you might be thinking, I have a lot of inventory of printed books that I need to sell first. My response is the two are not connected. People that don't have e-readers are not going to buy an e-book but those with e-readers are looking for content to use on their devices. The right strategy is to offer both formats.

There is no downside. It is too early in the game to quote any accurate statistics (even if you can find any; I haven't been able to) regarding how many cookbooks have been purchased in an e-format but that doesn't mean consumers won't buy if they are available. Plus, if your book is on Amazon.com and clearly marked as available in an e-format you target both demographics--those with an e-reader and those without or who just prefer a printed cookbook.

The way I see it you can't go wrong with promoting and offering both formats.

Keeping Your Content and Marketing Relevant

2012-01-20T11:00:00.000-08:00

Even though these trends were published in a few years ago, I believe they are still relevant. If you are developing a new book you would certainly want to be aware of these and make sure your content appeals to today's consumers.

If you already have a book, how can you adapt your marketing campaign to demonstrate that your content is appropriate for consumers who say these trends are important to them?

From www.marketwatch.com, here are some top 5 cooking at home trends.

Self Publishing--Easy?

2012-01-18T08:40:00.000-08:00

There have been many articles written lately about the boom of self-publishing. The simple fact is that technology has made it much easier to publish a book, but in my experience the act of publishing is only one element of the equation. Here are a few questions you might want to ask and answer before devoting a lot of time to a self-publishing venture:

Who is my audience?

What is my platform?

How good is my content?

How will I distribute books?

Who will develop my marketing plan?

Who will implement the plan?

What will I consider success if I publish?

There are probably plenty more questions that need to be asked and answered, but if you can't answer these you should not delve into the arena until you can. Authoring the book is the easy part. Selling it takes time and effort.

Who is Your Audience?

2012-01-13T10:34:00.000-08:00

In my last post, I spent some time discussing the value of content in planning a cookbook. Something else that must be considered when developing content is your audience. I say this for two very important reasons - content must appeal to those whom you want to purchase your book and you must have a way to reach this audience.

Let me give you some examples to illustrate.

If you decided to publish a cookbook for individuals afflicted with Celiac Disease you would obviously be narrowing the number of interested buyers to the Celiac population. At the same time you could be developing a database of Celiac sufferers within a certain region or area for social media efforts. Perhaps you would approach the medical community to assist in your marketing efforts--patient brochures, copies of books in allergist offices, finding medical blogs that deal with Celiac Disease to promote your title and so forth.

If, however you are generating a community cookbook targeted to raise funds within your town you would take a totally different approach in both content and marketing. You would start your book by involving your membership for recipes and orders, then work your way out for marketing purposes into the local media and distribution networks. Your might seek appearances on local cooking shows, promote to the Convention and Visitors bureau, hold book signings and tastings in local retail book or gift stores, for example.

You would also base your book order based on the universe your title would appeal to. I've never heard of an exact formula but you certainly wouldn't assume that everyone within your target audience would purchase, but rather you would agree on a reasonable percentage likely to buy over a 12-24 month period. The Melting Pot Restaurants based their first printing of Dip Into Something Different (15,000 copies) on a percentage of their preferred customer database and then ordered additional books as inventory was depleted. Their total print run now totals well over 50,000 copies.

This bit of legwork and planning up front might slow you down but will pay off in success if you develop the plan, identify the audience and then work the plan.

How Good is Your Content?

2012-01-06T12:21:00.000-08:00

Are you considering developing a regional or specialty cookbook? Let me encourage you to invest some time in planning your content. There was a time in the not-so-distant past when an organization could reach out to its members and collect popular recipes of the day, rate and test the recipes and then use the ones selected for the book. Times have changed.

A successful regional cookbook today must carry a strong theme and this is where a bit of creativity comes in. One of our most popular books over the last three years carries a fondue theme. Other popular themes I have noticed are seasonal, event driven, single food category, quick and easy, unique number (usually 4-5) number of ingredients, city or community driven. I'm certain that with a brainstorming session many of you can come up with even more creative or unique themes.

When it comes to selecting the recipes I think we can all agree that including recipes that are not in every other cookbook known to man is the right way to go. You will probably never find recipes that are not available elsewhere, however, you can come up with unique twists to the "tried and true". Another element that I personally recommend is to include a story about each recipe. Where did it come from? How has it been altered? What do guests say about it? Is there one ingredient that gives it a special oomph? Does it go with a particular dish? Do you have plating advice? and so on.

If you are going to develop a new cookbook and ask folks to pay for it or companies to sponsor it, you want to give them a great value. The way you accomplish this is to sell a lot of them (for the sponsors' benefit) and develop a book that is as fun and interesting to read as it is to cook from.

Idea for Marketing

2012-01-03T12:20:00.000-08:00

As 2012 starts, if you are like most others, you are thinking about ideas to improve your quality of life and are making resolutions to change something about your life that will lead to those improvements. If you are reading this blog there is a better than average chance that you have some responsibility for the marketing success of a regional or specialty cookbook. Have you thought about what resolutions you are going to make in regards to improving your cookbook program this year?

Are you ready for an idea? Develop a written marketing plan that lays out monthly activities for marketing efforts on a number of fronts. The plan should include media, social media, special events, internal and external marketing, wholesale account activities, retail account activities and written goals for the results of each. Once your marketing plan is finished, share it with someone you respect and admire.

You will be amazed at the results you will achieve if you commit to a plan in writing and share it with someone you respect. We all want to look good in the eyes of those we respect so by simply sharing the plan you will more likely stick to it.

The Christmas Season

2011-12-21T11:22:00.000-08:00

I know that there are many people who feel that it is politically incorrect to wish folks a Merry Christmas. Well, I am not one of those people. I am totally aware that the commercialism of Christmas often dominates the landscape.

However, at SW Publishing Group we are reminded time and time again that the message of hope and salvation which Christmas brings is alive every day of the year. We are fortunate to supply publishing and book distribution services to organizations with a purpose of helping others. The money raised from our non-profit clients over the 30 years of our business has made lives in communities all around the country a little bit better. At the same time the great people who develop these regional favorites with their blood, sweat and tears receive the gift of joy at helping someone less fortunate.

Please continue to support these endeavors. Whether you purchase a regional cookbook in a bookstore, gift store or online, remember that the profits go to worthy causes--MERRY CHRISTMAS!

International Winner--No Whine With Dinner

2011-12-19T12:29:00.000-08:00

The Gourmand International Cookbook Award nominees were just announced and the Meal Makeover Mom's title, No Whine With Dinner won the GOURMAND BEST IN THE U.S.A. Award for the Children & Family category!! This title will now represent the U. S. A. at the International competition in Paris.

Edouard Cointreau founded the World Cookbook Awards in 1995, renamed Gourmand World Cookbook Awards in 2001. In March 2012, the Awards will be held in the Le Cent Quatre the new artistic center of the City of Paris.

For a cookbook to win any award is prestigious but the Gourmand International Cookbook Awards are recognized within the culinary and book industry as the Oscars of cookbooks.

The objective of these awards are:

•To reward and honor those who “cook with words”.

•Help readers find the best out of the 26,000 foods and wine books produced every year.

•To help publishers with international rights to translate and distribute food and wine books.

•To help bookstores find the best books to display.

•To create an opportunity to access the major markets in English, German, Spanish or French, Arabic, Chinese, etc. for books originated in other languages.

•To increase knowledge of, and respect for, food and wine culture, which promotes peace.

Janice Newell Bissex and Liz Weiss are registered dietitians and the Meal Makeover Moms. As two of the nation’s top experts on family nutrition, they’re on a mission to help busy families eat better.

Janice and Liz are the authors of No Whine with Dinner: 150 Healthy, Kid-Tested Recipes from The Meal Makeover Moms and The Moms’ Guide to Meal Makeovers, Improving the Way Your Family Eats, One Meal at a Time. The books highlight their simple food philosophy that kids -– even picky ones — will eat nutritious food without complaint as long as it looks and tastes great. For the recipes, the Moms give family-favorite recipes a healthy makeover by “weaving in” fruits, vegetables, whole grains, healthy oils and more. Their recipes are easy to make, appeal to kids, and make mealtime less stressful for parents who want their families to eat more than the chicken nuggets and mac & cheese that often end up on the table

Their award is an honor worth celebrating and Favorite Recipes Press is honored to have partnered with these ladies on this project. Enjoy a recipe from this award-winning cookbook.

Beany, Cheesy, Zucchini Quesadillas
Makes 6 servings

2 teaspoons canola oil
1 medium zucchini (about 9 ounces), unpeeled, cut into 1/4-inch dice (1 3/4 cups)
1/2 small onion, cut into 1/4-inch dice (1/2 cup)
3/4 teaspoon ground cumin
1/2 teaspoon chili powder
1 15-ounce can cannellini beans, drained and rinsed
1 1/2 cups shredded reduced-fat Cheddar or part-skim mozzarella cheese
6, 8-inch flour tortillas
Optional sides: salsa, light sour cream, guacamole

1. Preheat the oven to 400 degrees F. Heat the oil in a large nonstick skillet over medium-high heat. Add the zucchini, onion, cumin, and chili powder and cook, stirring frequently, until softened, 12 to 15 minutes. Gently stir the beans and heat through.

2. To assemble the quesadillas, arranged 2 tablespoons of cheese over half of each tortilla. Top evenly with the bean mixture and then top again with the remaining cheese. Fold over, press down gently, and place on a large rimmed baking sheet.

3. Bake until the tortillas are golden and crisp on the outside, 8 to 10 minutes. Cut in half and serve with optional sides as desired.

A BOOK THAT MAKES SENSE

2011-12-13T12:15:00.000-08:00

My wife and I drove to Lexington, KY recently to watch my Kentucky Wildcats in action at Rupp Arena. I had promised my friend and client Emilie McAuley that I would stop in if I was going to Lexington. I have never in my life used the term "OMG" but that is the only phrase I can conjure to describe my eyes as we entered Irish Acres. This place is just incredible. Never has anyone deserved a cookbook to sell and promote her business more than than Emilie--the place is fabulous.

The business was started by her parents over 40 years ago in Ashland, KY and then moved to Lexington. It is an antique store located in the heart of horse country a short nine mile drive from the Blue Grass Parkway that is scenic and a great part of the experience. Upon entering the one time elementary school the only phrase that one can utter is "oh my gosh". I have been in many antique stores but never one so incredibly nice.

Emilie took us to The Glitz (the restaurant located downstairs from the store) as a part of our personal tour and pampered us with two tasty desserts which we enjoyed immensely. For the short time we had left, she let us roam the shop and all I can say is that we will be back in the spring just to spend some additional time.

Emilie's new cookbook, Lunch at the Glitz, is truly a work of love. She and her mom started discussing the book over 20 years ago and even met with our now retired Publishing Consultant during the initial research period in 1991. "Life" got in the way of the book and it didn't become a reality until this year. Emilie decided last year that she wanted to get the book out while her father was still alive as he was a huge part of the family business. Even though his health is failing he was very excited when she gave him his copy. Lunch at the Glitz is a beautiful story of the business and the recipes including some great photographs. The book retails for $29.95.

Lunch at the Glitz is a perfect example of how a unique location, region or event can utilize a cookbook as an extension of the brand. People want to remember great experiences of places visited so being able to take a small piece of The Glitz home makes perfect sense. Now Emilie's customers can enjoy The Glitz all year long as well as be reminded that it is time for another visit.

While technology might push us into e-formats and consumers might want to get recipes online, Lunch at the Glitz is a great example of how a printed book can find its niche.

TWO GREAT HOLIDAY RECIPES

2011-12-07T08:06:00.000-08:00

The holidays offer many opportunities for fun and social gatherings. And what is one common ingredient of every social gathering? Yes, FOOD! Who of us can even imagine a party or even a casual get together where there is no food? I certainly can’t.

Below are two recipes from two different regional cookbooks that I think you will enjoy. One is a festive salad that works well for a more formal dinner occasion and the other is a delicious dessert great for a brunch or any setting where finger foods are prevalent. In either case each is a bit unique and will be a hit at your party or with your family. One reason the Holidays are so much fun is that it gives you an excuse to try some new recipes from your favorite regional cookbooks. Happy Holidays!

Festive Pear Salad
Seasoned to Taste (Page 148)

by Junior League of Chattanooga

Fresh fruit is so much fun during the holidays and this salad includes apples, pears, and cranberries—it serves 8 and is simple to make. Your guests will love the Poppy Seed Dressing

Poppy Seed Dressing:

In a bowl combine:

½ cup sugar

1/3 cup apple cider vinegar

2 Tablespoons lemon juice
2 tablespoons finely chopped onion
½ teaspoon salt
2/3 Cup olive oil
2 teaspoons poppy seeds

Mix well.

Salad:

In a salad bowl, toss:

10 cups romaine

1 cup shredded Swiss cheese

1 sliced apple
1 sliced pear
¼ cup dried cranberries
½ cup chopped cashews

Add the dressing to coat.

Pumpkin Cream Cheese Roll

A Thyme to Celebrate (Page 126)
by Junior League of Tallahassee

3 Eggs
2/3 Cup canned pumpkin
1 cup granulated sugar
1 Teaspoon baking soda
½ teaspoon cinnamon
¾ cup all-purpose flour
2 Tablespoons salted butter, softened
8 Ounces cream cheese, softened
¾ teaspoon vanilla extract
1 Cup confectioners’ sugar

Preheat the oven to 375 degrees. Grease a rimmed baking sheet. Line with waxed paper and grease the waxed paper.

Beat the eggs, pumpkin, granulated sugar, baking soda, cinnamon and flour at medium speed in a mixing bowl until smooth. Pour into the prepared baking sheet and bake for 10-12 minutes or until no batter remains on your fingertips when you touch the top lightly. Do not over bake. Invert onto a clean linen towel sprinkled with confectioners’ sugar and remove the waxed paper. Roll up in the towel and let cool completely.

Beat the butter, cream cheese and vanilla at low speed in a mixing bowl until creamy. Add 1 cup confectioners’ sugar and beat until smooth. Unroll the cake from the towel. Spread the cake with the cream cheese mixture and roll up to enclose the filing. Wrap in plastic wrap and chill for up to two weeks or freeze for up to six months.

Take Advantage of the Holidays

2011-12-01T08:26:00.000-08:00

We all understand that the Holiday shopping season is the make or break window for United States retailers. No doubt it is important for anyone selling and marketing a consumer driven product like a regional book. It just makes sense since most of us scratch our heads regarding what to buy for certain individuals.

With that in mind, what extra initiatives have you put in place for your book this Holiday Season? If you've missed it this year, how about making a note in your diary for next July to begin planning for the 2012 Holiday Season?

Get Creative and Don't Forget Marketing

2011-11-23T09:45:00.000-08:00

Happy Thanksgiving! I do hope you'll be enjoying good food and fellowship this holiday.

Book opportunitites abound. The opportunities are not determinded by the format--printed or electronic but rather on whether there is a market for the content. It is simply not true that a new book cannot be successful in today's world.

This was recently confirmed by our new Meet Me At imprint which was launched last year and is currently being expanded. Our Meet Me At Opryland Hotel just placed a rush order for 2,000 more copies after going through an initial order of 5,000 books earlier in the year. And this re-order is just to get them through their immediate needs.

Another beautiful book in this series is Meet Me on Jekyll Island and projections say it will be in a reprint mode by May of 2012.

Now, there are many books already on the market about Opryland Hotel and Jekyll Island. So why would someone publish another title? Because the Meet Me At books are in a creative format and design which also provides interesting information that appeals to consumers. These books are currently in a printed version but I can see a day in the not too distant future where there will be a niche for an electronic version as well.

Book selling is about creative content and a strong marketing effort. More books have failed due to a poor marketing plan than vice versa. If you decide that you have a good book idea by all means pursue it; just don't forget that if you want it to sell well you cannot scrimp on the marketing efforts.

E-Book Format Now Available

2011-11-18T11:03:00.000-08:00

Southwestern Publishing Group and its imprints are happy to announce that we are now offering both print and e-book formats for our customers. Ebooks sales have soared and the book industry reports that e-books now outsell printed books in some categories. For the cooking category, e-books are just now making their entry and we have seen a very limited number of regional cookbooks available in this format so far.

Moving forward we see this as a growing segment of the publishing industry and therefore are making it available as a publishing strategy for our clients. For existing books that were originally produced using digital files rather than film the conversion cost and set up is inexpensive and fairly simple. We will convert the digital files to the various formats necessary for the different e-reader devices. The books will then be promoted on Apple, Amazon (Kindle) and B&N (Nook) as well as other major sellers of e-books.
For older titles that were developed and printed using film rather than digital files there is another step necessary that makes the conversion a bit more expensive. A solid marketing plan should be developed to justify the expense and create sales. This could include repackaging the book to include updated material, additional recipes and any other ideas that might bring additional value to an older book.

In terms of marketing it will be imperative that all steps in a promotional plan include the e-format availability. Neither time nor technological advances stand still. Even though today approximately 94% of consumers say they prefer a printed cookbook we can predict that the percentages will change as time moves on.

What are your thoughts on cookbooks in an e-format?

The Value of Early and Ongoing Marketing

2011-11-15T11:37:00.000-08:00

These are interesting times in the publishing industry. There is a perception from some people that book publishing is dead. Nothing could be further from the truth. It isn't that consumers aren't buying books but rather how they are buying that has changed. Consumers are still buying books but they aren't walking into bookstores to make their purchases, they are turning to the Internet (e-readers, blogs, other forms of social media) to make their purchases.

To adjust to this shift, today's publishing strategy should include a number of activities even before a book is released. Once an "author" (this could include one individual or a group) has decided to publish a book they should start to develop a "community" of individuals who would be interested in knowing about the book, the purpose of the book, the target audience, etc. Facebook and Twitter are necessary tools to utilize and launch for an effort like this.

It is also important to keep this community engaged along the way with updates, photos, requests for recipes (if it is a cookbook) or short stories that might be included and are applicable. Details such as the format, retail price, release date and how to order should be sprinkled in along the way. In addition, you should be working to "grow" the community. One tool to assist you would be to create a blog and ask your followers to spread the word as well as interact via comments.

All of these strategies should continue through the life of the book because the marketing function never ceases. It is imperative for future sales that the life of the book be extended by aggressive and regular marketing efforts. I have witnessed more failed books due to a lack of marketing than due to bad content.

In my next post I'll discuss blending e-books into the mix. If you were thinking about publishing a book who is your audience and how could you reach them?

Regional Fare on Vacation--Conclusion

2011-11-01T11:55:00.000-07:00

One of the great things about vacation is trying local or regional recipes. If you've read my previous posts you are aware that my wife and I love the Florida Gulf Panhandle. We vacation in the San Destin area each October for several days and thoroughly love it. Between the beach, the tennis, the gorgeous weather and the food it is idyllic.

As in most years we hit a local family oriented restaurant Bayou Bill's. We started going to Bayou Bill's when our daughters were still in school and we had to fight the spring break crowds. In October, the place is busy but it is fairly easy to get seated quickly. Bayou Bill's burned down several years ago but they rebuilt and the restaurant is very nice and spacious.

We like this restaurant because there are several meals we can split and still have plenty of food. We usually get a Grouper meal to split but this year we went twice so we split one meal and had separate entrees the other. As is the case with all of our favorites in the Panhandle the seafood is FRESH and purchased from local fishermen. Patrick Matthews and his family do a great job at Bayou Bill's providing quality food which is consistently good.

We also found one new restaurant on this trip which we enjoyed in Baytowne Wharf called Acme Oyster House. This restaurant is actually part of a small chain (about 5 locations) out of New Orleans. The original was started on Royal Street in the French Quarter in 1910. We have tried several places in Baytowne Wharf but this was the best yet. It is a bit unusual for a chain to be this good but we will be going back annually because the food was great, the service excellent and the atmosphere fun. In fact, during my next trip to New Orleans I will visit the original store since I enjoyed the FL location so much.

Wherever you travel, try the local fare and also don't forget to seek out the local regional cookbooks which stocked full of regional recipes, and, more often than not, are better than trade cookbooks and raise funds for a local non-profit.

More Vacation Dining

2011-10-25T06:55:00.000-07:00

Because regional cuisine in so important to the life of regional cookbooks I want to continue my features on Florida restaurants that my family enjoyed on vacation. The entire area around Destin is chock-full of great seafood and most are good at buying fresh seafood from the locals and featuring it on their menus.

This year, as is custom, we had one night at Cuvee Bistro which I posted recently. Another Kempf family tradition is a meal at Stinky's Fish Camp. Now most are probably reading this and saying, "no one would name a restaurant Stinky's". However that is exactly what Jim Richard did.

I have gotten to know Jim a little over the past few years and I describe him laughingly as a "left over Hippie Cajun". Jim is one of the nicest guys you will ever meet and totally ego free. With Jim, what you see is what you get and boy can he prepare seafood.

Jim's specialty is a meuniere sauce which is a type of buttery gravy that he uses over fish. The word meuniere means "miller's wife" as the fish is dredged in flour and then sauteed in the sauce made of brown butter, lemon and chopped parsley. It is close to heaven for the taste buds. Jim's menu is not huge but everything is great to eat. If you go the Highway 30A near San Destin be sure to put Stinky's on your list. But get there early because the place is sure to be packed.

I still have a few more places to tell you about in the next blog post--I hope you will do yourself a favor and keep a note of these places in case you visit the area because you will not be disappointed.

BIG CHANGE--NEW NAME--SAME GREAT SERVICE

2011-10-21T14:45:00.000-07:00

FRP originated out of an imprint launched in 1962 known as Favorite Recipes Press. The business model for our publishing services has grown and expanded steadily throughout the almost 50 years of business. The same is true of our client base. Because of our expansion into non-cookbook related publishing efforts we are changing our name. Favorite Recipes Press will remain a key imprint under our new Publishing umbrella but that imprint is only a part of the story.

We are now Southwestern Publishing Group, Inc. A bit of logic to this change is in the fact that one of our primary duties is to develop the content for The Southwestern Company's educational reference works. In addition to this work, our Beckon Book imprint has developed a great array of clients in the corporate history arena, as well as the cultural attraction industry. Recently, we purchased the Historic Hospitality product line from Providence House Publishers and have plans to expand rapidly.

Of course, Favorite Recipes Press also continues to serve the clients interested in developing community and branded cookbooks as well as distribute them into the trade. Our work with QVC in the cookbook arena has been successful and we expect to continue that relationship.
You will notice the title change in my blog header that reflects our new structure and I will endeavor to create posts that speak to other areas of custom publishing other than just cookbooks.

Our goal is to continue offering first class publishing and distribution services to a broad segment of the US in various specialty fields. In addition, to printed books we will soon be offering e-reader formats as a segment of each client's publishing strategy.

We hope that you will think of Southwestern Publishing Group, Inc. if you or someone you know is researching the idea of a specialty book publication. Please be on the lookout for other announcements as we make the move to expand the many specialty offerings of Southwestern Publishing Group, Inc.

Vacation Dining

2011-10-12T12:51:00.000-07:00

While the emphasis for this blog is regional cookbooks I want to change direction today and mention a few great meals my wife and I enjoyed on vacation recently. When our daughters got out of high school, we changed our routine of vacationing during spring break to vacationing in October. For the last eight or nine years we have gone to the panhandle of Florida near Destin, FL each fall for a week or sometimes more.

Over that time we have identified several restaurants that we always return to. In addition, we try a couple of new ones each year hoping they will make our list of "must go to". In the next several blog posts I want to talk about several of our favorites and a few we hope to add.

Number one on our list is always wherever Chef Tim Creehan is currently located. Tim has successfully moved around through the years and his most recent restaurant is Cuvee Bistro. Tim and his partners Tim and Pam Wellborn took over Cuvee Beach a few years ago and they really have it going on there. Tim has made major renovations to the facility while upgrading the food and menu.

I was treated this year to my favorite fish, trigger fish. If you don't already know, trigger fish is not plentiful so it is seldom on a menu. However, Tim prides himself on buying the best local seafood, as well as vegetables. I lucked out on this particular night as trigger fish was a menu "special". Trigger fish is a mild, white fish and very firm in texture. He sauteed the fish with a light lemon (I declined the curry powder) and it was superb. It was served with amazingly delicious cheese grits.

My daughter was with us and she tried the tuna steak, rare (her plate was completely clean when finished so I can only deduce it was great) with vegetables. My wife, Robin, ordered salmon with vegetables and salad.

I also ordered a beautiful veggie pizza as a appetizer. The pizza was crisp and warm and the perfect size to get the juices flowing. We topped the meal off with a dessert sampler--key lime pie, banana cream pie, tiramisu, chocolate cake and a few others that escape me right now--WOW!

In addition to the great food, the decor of Cuvee Bistro is stunning and the service is top notch. Most of Tim's staff has been with him for extended periods of time and each time I have visited they have made us feel right at home.

I should also mention that dinner guests can also purchase Tim's fabulous cookbook, The Simple Cuisine of Chef Tim Creehan right off of his menu. Tim knows a little bit about marketing and branding as evidenced by his investment in developing and selling his own cookbook. If you are ever in the Destin area be sure to mark Cuvee Bistro down as a "culinary must experience".

SPECIAL EVENTS--GREAT EXAMPLE

2011-09-27T07:17:00.000-07:00

I was in Tampa last week and attended a special event hosted by the Junior League of Tampa at a local eatery and gourmet food store called Datz. It was an experience that captured my imagination and is a testimonial to the power of a special event centered around a regional cookbook.

The League is heavily promoting the 50th Anniversary of Gasparilla---one of the oldest continually published League cookbooks in the US. The special anniversary edition contains a special "anniversary" cover as well as original end sheet design and a unique "history" section in the back of the book with archived materials from the books creation.

One of the League promotions was a cooking demonstration and lunch conducted at Datz by one of their chefs. The event is one week long and consists of a seating each day and each evening for up to 12 people with the recipes for the menu coming from Gasparilla. For the luncheon I attended, and for each seating, a League member hosts as "Guest Chef", assisting the Datz chef. During the week there is also a larger event for all League members and the public centered around the food with plenty of opportunities to purchase copies of the book.

The luncheon I attended was casual, allowed time for questions to the chef and was chock full of chef's tips for each recipe. We had a a menu composed of:

Herb Dip (page 12) and chips
Louis Pappas Greek Salad (page 46)
Ann Lauries Potato Salad for Greek Salad (page 47)
Cuban Sandwich (page 305)

This event was a ton of fun, showcased the cookbook, promoted Datz and its support of the League. All of the proceeds go to the League and its a win/win for all.

I would love to know of a special event you have been involved in with your cookbook?

A FAVORITE SINCE 2002

2011-09-14T09:15:00.000-07:00

Everyone raves about Louisiana cuisine; this is evidenced by the great success if various regional titles throughout the state. River Road Recipes, Come On In, Tell Me More, Secret Ingredients, Roux to Do and Krewes in the Kitchen are just a few successful titles out of dozens I could mention.

However, in 2002 one of my all time favorites was published by noted restaurateur Dickie Brennan. Palace Cafe, The Flavor of New Orleans was introduced as a marketing and sales tool for The Palace Cafe. I mention this title as a new copy just came across my desk from the latest printing of this excellent title.

What I like best (among many features in this title) is the fact that he holds nothing back. Each recipe features a tidbit of special information about it and this information brings the book to life. Aside from the fabulous recipes, food photos and photos of staff within the Cafe are Dickie's sauces, stocks and seasonings--truly a treasure of insider information.

If you like Louisiana cuisine at its best do yourself a favor and pick up a copy of Dickie Brennan's Palace Cafe.

TESTIMONIAL TO SOCIAL MEDIA

2011-09-08T11:59:00.000-07:00

The two co-chairs for A Thyme to Celebrate are Emily Howard and Sara Collins. These are two very "fired up" ladies who are on top of every marketing detail. These ladies and this League are well aware that getting the word out about their fantastic book through social media will pay off in sales results.
I received this note from them last week,

"We are so excited to tell you about the launch of our new blog, athymetocelebrate.blogspot.com! Published in 2009, A Thyme to Celebrate is the Junior League of Tallahassee's second cookbook installment. This year, we have taken on the challenge of "cooking our way through the cookbook"! Be sure to follow our adventures on the blog as we cook/bake/mix, photograph, and document each delicious recipe!"

They have promised to share some stories of the results generated from the blog. Please join me in signing up and following along with this fun and informative blog.

Leadership by Example

2011-08-31T12:08:00.000-07:00

In my previous blog post I gave a "shout out" to Denise Schultz, cookbook co-chair with Aspen Kohl at the Junior League of Tampa. I mention this League often because of their strong commitment to publishing through their six cookbook titles. Amazingly some of the very best leaders I have encountered through the years have come from this League. Obviously, the League itself has seen the same leadership qualities in the cookbook committee chairs, as many of these women have gone on to serve on either the Board or as President of the League.

Denise sent me a story and some photos of an event she recently hosted. I found it inspiring, humourous and fun. I hope you will enjoy it as much as I did. This story serves as a perfect example of leadership and supports the theory the that it is impossible to lead if you aren't passionate about what you are doing.

Thanks Denise for taking the time to share--no doubt others will be inspired as well.

Sunday, July 24, 2011 – Mission Accomplished

If you know me it’s no secret the main appliance I use in my kitchen is my microwave to reheat food that I got from eating out the night before. In fact, I lived in my house for over a month without a stove or oven – not kidding. I realize this is not a good thing.

I sat down and started to reflect on my positions in the Junior League of Tampa (JLT). I noticed that The League is determined to have me in the kitchen. Last year I was the Kids in the Kitchen Chair and this year I’m one of the Cookbook Co-Chairs. I thought about it more and both of these positions have been MY FIRST CHOICES; therefore, it’s not The League that wants me in the kitchen I obviously subconsciously want to be there. Don’t get me wrong, it’s not like I’ve never hosted a dinner or lunch, etc. but I realized I have been fortunate enough to always date men who love to cook. I just figured I would be on permanent dish duty forever. I’m now single and realize that I need to work on my MRS skills and start to take charge and ownership of this quest I obviously want to go on.

I decided to give myself my first mission: host a brunch. I had to decide my first victims, I mean guests, carefully. I needed to choose people that would be honest with me, ones I could potentially cook dishes that were complete flops for but would also challenge my ability. After much thought I choose my good friend Sarah Herbling, who spent a month with me in Brazil (after that trip you either love the people you are with or hate them), Michelle Bremer (one of my dearest friends for the past fourteen years and after-college roommate) and I was very daring with my last invite. I thought about inviting her to another mission, once I had some practice but then I reconsidered and thought why not bring in the big guns in the beginning? I’ll really find out if I’m on the right track or not by having her taste my food and she’ll be honest, so I made the call: Mrs. Aspen Kahl. In my opinion Aspen Kahl is the host of all hosts. Every party she has is pristine, detailed oriented and picture perfect – literally. It’s one guest list everyone wants to be on. Besides being fortunate enough to be a guest at her events a number of times through out the years, she is my other half on the Cookbook Committee, the other Cookbook Co-Chair and very good friend. She has been warning me that at the first Cookbook Committee meeting I would have to say my favorite dish that I’ve cooked from the cookbooks… I think she keeps warning me knowing FULL WELL I have cooked NOTHING from them. From a leadership perspective, how can I help lead more than 40 women to sell something that I have no knowledge of? I have to get to know the product, period. The guests confirmed and I have to say with this line up I was nervous but it was all so much fun and exciting at the same time! The date was locked in on the calendar.

I woke up the Saturday morning before the big event and pulled out all of The JLT cookbooks. I poured over them for hours trying to determine the best brunch menu I could come up with. I choose the following:

Champagne Lime Cooler (Capture the Coast, pg. 31)

Brie with Herbs in a Baguette (EveryDay Feasts, pg. 27)

Asparagus Pecan Stack (The Life of the Party, pg. 64)

Strawberry Spinach Salad (Savor the Seasons, pg. 39)

Mushroom Frittata (Savor the Seasons, pg. 95)

Fresh Orange Sherbet (Capture the Coast, pg. 118)

I have to be honest, when I choose the Fresh Orange Sherbet I truly had no idea how I was going to make it but I thought I would put it on the list and go from there. I entered my kitchen and started looking at my sparse kitchen counter space and thought I really need to purchase a rolling island. There was no way I could cook everything I needed to at my house so I headed over to a kitchen that I could borrow, my parent's.

I got there, made my grocery list and realized I was now going to spend hours in the grocery store given I had no idea where the items were kept and I wasn’t familiar with the store at all. Luckily my mother offered to go with me to the store.

Once everything was bought I headed home and started on my quest. The rules were no short cutting anything and my mother could observe and add comments but not do anything. She said fine, sat at the kitchen table and enjoyed her glass of sauvignon blanc watching me work away, must have been nice.

I reviewed all of the recipes and realized that by complete chance everything I choose could be prepared at least the day/night before. This was great news especially given I did not want to worry about having to cook everything in the morning! I looked at the prep time of all the dishes and decided to start with the sherbet. Once I told my mother how I wanted to create this tasty dessert but I had no idea how to pull it off, she said, “I’ll call Connie – if anyone has an ice cream maker it would be her.” Ah, Mrs. Galbraith. Mrs. Galbraith is the cook of all cooks on the street I grew up on, San Mateo – another Aspen in regards to cooking. Of course she would have one!

I made the mix and started to grate the orange peel. Let’s just say the grater won. My whole thumb was bleeding (the peels were spared) and I thought great, I have to take a time out to mend a cooking wound on my first dish. This could be a long day. While the sherbet was mixing I began the brie with herbs in a baguette. Once I figured out how the recipe was telling me how to cut the bread (remember I am only a beginner) it was a pretty easy dish to make. My favorite part was making sure the bread was smashed like a Cuban sandwich.

From there I just kept going. It seemed to take some time but luckily I was drinking wine. I have a new appreciation for items that help you prepare the food. For example, I used my mom’s chopper so I immediately went out and bought one. Using only knifes would have drove me crazy. I was so exhausted by the time I completed everything I stayed the night at my parent’s house and went to bed.
I woke up early the next morning to head home, clean my place, bake the frittata and get the last details completed. The guests arrived and they were all pleasantly surprised. They enjoyed everything that was made and I have to say it felt good to be able to say how the food was prepared. I felt like I now know the jargon of a secret club I wasn’t in before. They left that afternoon stating that I had earned my ‘M.’

Mission accomplished until next month. I’ve decided to invite the close guy friends of mine to dinner. I figure if I really want to work on my MRS skills I have to let the guys let me know if I’m heading in the right direction or not. Until then happy cooking!

If you are marketing a cookbook, what about the job are you passionate about?

ACTION GETS RESULTS

2011-08-24T07:31:00.000-07:00

During our FRP Cookbook University seminar in April, one of our publishers that sent representatives was the Junior Legue of Tampa. Denise Schultz and Aspen Kahl were there as the new committee co-chairs.

This week I received an e-mail from Denise and I inquired about their sales efforts. Here's what she had to say:

"Sales are going! We had a brunch for all of the previous cookbook chairs to get first dibs on the new book (50th Anniversary Edition of Gasparilla) and we sold 104. We did a cookbook sale to the committee and sold a ton of books. I'm not sure what the final number of it is.

Our Marketing Committee just brought on two new wholesale accounts this past weekend and they are getting together this Thursday night to create goodie bags for a sales push for the month of September. The women in charge are on top of it and have created a strategic plan, a tracking sales spreadsheet and a detailed listing of vendors."

In my mind this is a testimonial to what enthusiasm and commitment mean to a marketing effort such as a cookbook. I shared a quote last week from Sue Gruber in Louisiana on their success--again it was fueled by passion and commitment.

Don't let the hype of the world get to you. Cookbooks are as popular as ever--we're still eating 3 times a day and we crave new and exciting ways to fix the same foods. A successful cookbook campaign (even like the one in Tampa which has been going on for 50 consecutive years) is about enthusiasm, passion and effort.

Thanks Denise and Sue for sharing your good success and please tell your other committed volunteers thanks for reminding us what success is made up of.

GREAT EXAMPLE

2011-08-10T12:20:00.000-07:00

The following newspaper article is a tremendous example of what self-publishing is all about. This organization (Krewe des Ambassadeurs-Minden) had a vision and a work ethic which is allowing them to earn a significant profit to support the organization.

Click here to read all about the new Krewe des Ambassadeurs-Minden cookbook project.

A few things that jump out at me are how excited and proud they are of the project, but even more importantly is the fact that they are rallying the community around it with their marketing efforts. Too many organizations today want someone else to do the hard work and, in reality, that approach doesn't cut it. If you want to be successful at a publishing project, be prepared to put in the effort and you will reap the benefits.

Media Examples

2011-08-02T11:17:00.000-07:00

Over the last few weeks I spent some time discussing Media and passed along some tips from our resident media personality, Sheila Thomas. Included today is a link to her recent QVC appearance which I hope you will enjoy and benefit from.

http://www.qvc.com/qic/qvcapp.aspx/view.2/app.detail/params.CM_SCID.coll.item.F09021.desc.More-Recipes-Worth-Sharing-Cookbook

What are you doing to get media exposure for your book titles?

Action Gets Results

2011-07-28T11:11:00.000-07:00

One of the biggest challenges for non-profit organizations is the summer down time for volunteers. FRP holds its annual cookbook training, Cookbook University each spring because that is when new volunteer chairs take over. Unfortunately, they then go home to “on vacation” committee members.

In spite of that, the better and more committed Cookbook Chairs take the time to make sure various actions are ongoing during this time and are actively laying plans for the fall when the volunteer starts back up.

Here are a few examples:

The Junior League of Tampa—Denise Schultz and Aspen Kohl are brand new cookbook chairs from a League who has a 50 year history of successful cookbook sales efforts. They have two new ideas to implement—one for now and another new effort when the League year kicks off.

Hosting a brunch for past Cookbook Chairs to promote the books, especially since the highest percentage of people who buy books are baby boomers (Sustainers) and they want them as our advocates. They also plan to do a quick brainstorm session titled, “what worked while they were chairs and what didn't”.
The Iron Leaguer competition before every meeting to create buzz around the cookbook table. Have a competition prior to the General Membership Meetings between two League members using the same ingredients they but can choose any recipe out of one of the Junior League of Tampa books. The members vote on which one is better and who wins. The point is to get people out to the cookbook table to buy books! They plan on announcing the competitors on their Cookbook Facebook page with a picture of each person and stats, etc. like boxers. Make it fun!

The Junior League of Tallahassee—Sarah Collins and Emily Howard are also brand new chairs and their book is going into its second year. They share the following:

Emily and I are so excited to announce our first task as the incoming Cookbook Chairs is the launch of our blog! We will be taking the League year to cook our way through A Thyme to Celebrate! We are working hard on promotions for the blog and are already receiving a great response!”

The Junior League of Pensacola—Mandi Edwards is a Past President of this League but decided to take this placement rather than go sustainer. That is real dedication. Although the League is small they have a steady cookbook business with two titles (Some Like it South and By Invitation Only). Mandi has done some good planning and is ready to start the year with some strong goals.

Quarterly press releases to Pensacola and surrounding area media outlets
Add 10 more retail stores to our list
Combine swaps from FL Leagues into a 3-4 book package at a discount
Work with Wines for Humanity to hold 3 combined (cookbook and wine tasting) events this year
Create a media kit for both books

While each of these groups is a Junior League the same principles apply to any self-publishing group. Using a cookbook as a fund raiser means you are setting up a business which requires a business plan, marketing strategy and product movement to generate profits. What are you doing to create a demand for your book?

Very Cool Exhibit

2011-07-26T06:55:00.000-07:00

In 2009, I worked with John Guider, a local Nashville photographer who had launched the fabulous journey of canoeing the Mississippi River. Of course John took fabulous photographs along the way and included many of them in his book, The River Inside.

Many people within the local community, including David Fox with McNeely, Piggot and Fox as well as Craig Philip, CEO of Ingram Barge helped make a traveling exhibit of the adventure possible. The exhibit debuted at the Tennessee Museum and has traveled extensively since then. On Monday, July 25th the exhibit will be located in terminal C of the Nashville International Airport.

Details of the exhibit are included later in this post via a press release from the Nashville International Airport . For a fun time please check out the John Guider website and journey with him by ordering a copy of The River Inside here.

Arts at the Airport Brings ‘The River Inside’
Showcases local photographer John Guider’s canoe trip down the Mississippi River

NASHVILLE, Tenn. – The Metropolitan Nashville Airport Authority’s Arts at the Airport program is bringing life on the river inside the terminal—literally. Complete with a canoe suspended from the ceiling at Nashville International Airport, a new exhibit entitled “The River Inside” will feature photographs by Nashville resident John Guider from a three-month journey down the Mississippi River. The photo exhibit, part of the art program’s Flying Solo Series, opens July 25 and will run through July 2012. The exhibit is located in the C Concourse food court.

“By hosting local artists’ work, Nashville International Airport introduces its passengers and public to the culture and feel of Nashville and Middle Tennessee,” said Raul Regalado, president and CEO of the Metropolitan Nashville Airport Authority. “The Arts at the Airport program is one way we continue to provide excellent service to our passengers, strategic partners and employees—known as the Nashville Airports Experience.”

Guider is a successful Nashville commercial photographer who stepped away from the comfortable routine of his life and challenged his mind and body in ways he never thought possible. With virtually no camping or paddling experience, he bought a canoe and set off on a solitary, artistic adventure that led him from the creek behind his farmhouse to the Harpeth, Cumberland, Ohio, and eventually the Mississippi Rivers, until he reached the Crescent City—New Orleans.

After completing the three-month journey, Guider began looking at the more than 2,000 photographs he had taken. He experimented with printing techniques, and what developed before his eyes were powerful images that pulled him right back to the immediacy of life on the river. He sat down and began to write, expanding his sketchy daily journal entries—often written in the margins of water-soaked maps—by delving more deeply into remembered experiences.

Guider began to imagine his photographs and stories as both an exhibition and a catalogue of images accompanied by texts. He spent a year learning the artistic discipline of the almost-lost platinum print process and pounding words out onto the page. “The River Inside” is not only Guider’s compelling story of his life-changing journey, but also a stunning visual narration of more than 70 platinum prints.

TV Media Tips Part II

2011-07-18T11:09:00.000-07:00

In my last post I shared some very practical advice and tips for recipe demonstrations and food preparation for TV appearance from FRP’s “resident expert”, Sheila Thomas. Today, Sheila shares a bit more information about your appearance on air as well as how to handle some unexpected challenges which pop up from time to time.

WHAT TO WEAR: Avoid wearing red, white and black, cameras have trouble with these colors. Stay away from big bold patterns, they can be very distracting and unflattering. Small, tight patterns and pinstripes can cause moiré patterns on the screen and makes the picture look bad, and no shiny fabrics.

Your best bet is to go with bright, solid colors as they usually look best on camera. Choose rich colors such as a royal or deep navy blue, hunter or kelly green, deep purple, chestnut brown or maroon. Wear comfortable clothing that is tailored. DO NOT wear puffy or loose sleeves, especially if you are doing a demo. Three-fourth length sleeves are perfect, as they stay out of the way, do not drag through the food and are not distracting.

Don't wear flashy or jangly jewelry. You don't want the viewer distracted by your jewelry whether it is the light reflecting, the swinging earrings or noise from a bangle bracelet. You want them focused on you and what you are saying and doing. In the case of QVC, they suggest small stud earrings and a simple necklace. QVC does not want the distraction, but they also don't want the viewer calling in wanting to order your necklace (that you most likely did not get from QVC) instead of your cookbook.

Even if the studio provides a salon for hair and makeup, you should arrive at the studio with your makeup applied normally as you do every day so the stylist can see what your normal look is. They will then 'enhance' your makeup, hopefully keeping it natural looking. If you choose to do your own hair and makeup you will want to choose a matte lipstick and stay away from bright red and apply loose powder to help eliminate shine. Even if you normally don't wear makeup, a little will help to keep you from being washed out looking under the bright lights. QVC offers a salon. I used the stylist once but have found I am more comfortable doing my own hair and makeup and I have not had a local studio to offer the service.

LIVE VS TAPED: I have more live TV experiences than taped and they are very different. With live TV you have a very short timeframe to get your message across and your host can make or break the segment. It is important to establish a relaxed relationship with the host immediately upon meeting him/her. The ultimate goal for each show is a little different. If you are selling a cookbook, your goal is to sell more cookbooks, whether the show is QVC or local noon talk show such as Nashville’s Talk of the Town; however, the goal of the show is not always the same as yours. Of course QVC's goal IS to sell books – therefore, the dialogue with the host is all about the selling features of the book, and tasting recipes – talking about the book. On the other-hand, the goal of a local talk show is to entertain their viewers, give them some information that will improve their life. While they understand your mission is to sell more books, the presentation is completely different and that is NOT the focus as it is on QVC. Of course, there are exceptions to this, but that should be discussed and agreed on with the shows producer early on.

MEDIA TRAINING? QVC requires every On-Air guest to complete and pass an online test in addition to attending their On-Air Guest Certification Training. During the training, you actually are taped with a host doing a segment, then you go with a mentor to watch and critique the tape. Then you tape another segment and review once again. Noone enjoys this process. You always hear actors say they never watch the movies they are in, now I believe them and understand, it is very hard to watch yourself on screen; however, it is VERY helpful. I strongly recommend Media Training, but if this is not possible, then have a friend video you and give you constructive feedback.

DIFFERENCES IN APPERANCES & DEMOS: A QVC spot is longer, 7-10 minutes and is much more expensive yet much easier than doing a demo. You pay a stylist who prepares the recipes you have carefully selected and you and the host talk about the amazing recipes, other selling features within the book, and the host will taste 4 or 5 recipes. With a live TV demo, you must do the planning, shopping, prepping, which takes a lot of thought and time. Sometimes you might have a recipe prepared in 2 or 3 different stages and then the final stage. You also must take a lot of stuff with you. I have taken a Kitchen Aid Stand Mixer, blender, griddle, and I took a small counter top oven to one show in Memphis that has a great kitchen set, but none of the appliances work. You must take all of the utensils, bowls (use clear bowls for your ingredients so the views can see), plates, paper towels, cutting board, knife, can opener, etc. Once on Talk of the Town, I was making quesadillas and I forgot a spatula. It is really hard to flip a quesadilla without one. So be prepared to improvise on the fly.

ONE MORE LESSON: Another lesson I learned is when you are cooking on TV, you do not have to be exact with your measurements, I was preparing a bread pudding and the actual ingredients combined filled the bowl so full that I could not stir without spilling – the host suggested next time to just not pour all of the ingredients in the bowl – no one will ever know.

Just roll with the flow and have fun with it.

-- Sheila Thomas, Favorite Recipes Press (picture with her son, Layne, at a cooking demonstration for In the Kitchen with Kids.)

Media Tips

2011-07-12T10:49:00.000-07:00

One of the most powerful marketing tools available to promote a cookbook is the media, especially TV. That is the primary reason for the influx of “celebrity” chef cookbooks found in bookstores across the country. But how does a regional cookbook gain entry into this competitive arena?

I will be the first to admit that it is difficult but also poses big rewards for those who can pull it off. The best place to start is locally by researching local cable and TV shows that use recipes or cooking as a part of their programming. Unlike a QVC whose sole purpose is to sell merchandise (including books) these local shows are for viewer entertainment; thus your approach must be different.

You should contact the local shows producer by sending a sample book, and a brief synopsis of why their viewers would want to be entertained with the information about the book including several different ideas for recipe demonstrations. Most local shows are looking for topics of local interest and enjoy being seen as friendly to local non-profits or companies.

Sheila Thomas, a publishing consultant with FRP (pictured in the photo below on the set of QVC's "In the Kitchen with Dave"), has gained valuable experience in both local TV media as well as national through on air appearances with QVC. Sheila has shared some relevant tips for anyone wanting to showcase your cookbook on television.

Tips for a Fun & Successful Cooking Demo

A local TV appearance is great for exposure for your cookbook and will hopefully lead to increased sales. Although a typical cooking demonstration is only 2 /12 to 4 minutes long,there are many things that can go wrong on live TV. It is worth your time to plan and prepare for each segment, this is a is a vital step to the success of the segment.

First, when you get a segment booked you will want to find out the following information right away.

How long is the segment?

Who is the host? Do your research and become familiar with the host. Know something about them; watch the show/host and how they engage with other guests.

Is there a prep kitchen? Many local stations do not have prep areas

Is there a permanent set? There maybe a stove on set, but it may not even work.

Is the show live or taped?

What is the show concept? The producers of the show are looking for you to provide their viewers with something interesting and fun, the viewers want to learn something new, something that will make their lives easier, better, tastier...

What recipe will you demo? Choosing the right recipe for a demo is critical. You should always be on the lookout for a good demo recipe. A recipe that has an interesting ingredient, a technique that lends itself to allowing you to teach the viewer a quicker, better, easier way to do something like chopping an onion, or using a lovely bell pepper for a dip container. Make sure that you are offering good/correct information.

Find 3 talking points that you want the viewer to remember – for a cookbook it could be the title, the author/organization, the projects benefiting from the sale of the cookbook, an event, that the recipes are triple tested, etc.

Write down the flow of the demo recipe – break it out down so you can see where natural breaks are that will be perfect for interjecting a takeaway or demonstrating a technique

Write down the ingredient breakdown

Make your prep list

Write down techniques/tips/ your message

Think through the segment and make a list of what you will need for set décor (holiday, seasonal, event, theme of cookbook – the concept of the segment will help with this) List of equipment you will need.

Practice, practice, practice

Time yourself… how can you cut the time? How can you stretch it out?

Provide a digital file of the recipe and information about the author/organization, your web address, facts about cookbook and where viewers can purchase your cookbook.

The day of the show:

Arrive 45 minutes to an hour before air-time.

You should be completely set up 15 minutes prior to air time, walk in front of the set and look it over from the cameras angle.

Bring all ingredients, tools for preparing, demonstrating, and a finished version of your recipe.

Bring extra finished food for the crew – they love to eat and that is the quickest way to their hearts! I always take disposable plates, napkins and utensils, as most studios will not have this.

Have fun!

After your segment, clean up quietly and go home, you may need to take your dishes home dirty if there is no prep kitchen.

Be yourself and have fun!

Sheila Thomas
Favorite Recipes Press

Armchair Cooks

2011-07-04T08:24:00.000-07:00

It's well documented that folks love to read about good food. It evidenced here by the Hi and Lois comic strip of 6/22/11:

http://www.gocomics.com/arloandjanis/2011/06/22

What are you doing to motivate consumers to read your book?

Think About Your Purpose

2011-06-28T13:10:00.000-07:00

I follow several blogs and scan all new Posts quickly to decide if the content is worth my time. Sometimes it is and sometimes, while it might be great information, it is not relevant to me. I received a post today from Michael Hyatt, former CEO of Thomas Nelson Publishers, that struck me as universally relevant.

The theme of his post was, "What if work wasn't just work? What if work was a vehicle to live and share a bigger purpose?" The reason this spoke to me is that so many of my readers and customers work to develop their community cookbooks in order to raise funds for local and very worthwhile charities. I wonder how successful a project could be if "everyone" involved put their likes and dislikes aside, and performed their assigned task with the giving-attitude that the book was meant for?

Michael cited many examples of people in everyday jobs who have found a way to see their sometimes menial sounding work into how it fits into a bigger picture. Perhaps your organization might benefit from a sharing session on the purpose of your book and the good that comes from each person's efforts as they sell and market it.

Please share your thoughts on how this idea speaks to you.

The Need for a Platform

2011-06-16T12:51:00.000-07:00

Marketing a book in today's fast-paced world is remarkably different from years past. Stop for a minute and just think of the communication differences from today versus just 5 to 10 years ago. Social media has changed our lives. Not only has it changed, but it will continue to evolve and change.

Even just 2-3 years ago the IPad and other notepad devices didn't exist. I read yesterday that the #1 Fathers Day gift this year will be IPad accessories. We now have Facebook, Twitter, LinkedIn, Email, TinyChat and the list grows. OK, if we know all about this stuff what does it mean?

I just had lunch today with a lawyer who specializes in entertainment law. She was talking about the importance of building a platform. The way people buy books has changed dramatically and we now have the ability to get our message to thousands of consumers @ no cost by investing in building a platform. Seth Godin touts building a "tribe". It isn't simple and it does take creativity and time but the tools to do so exist.

Someone within an organization such as a Junior League or a branded property, say a resort for example, already has a "tribe". The key for these entities is to increase the scope of the "tribe". This is accomplished through a blog, a fan page, e-mail blasts, e-newsletter, Twitter and web site. The first task of anyone publishing a book is to find their audience and begin marketing to it by using the tools of social media--and it's fun.

What have you done to creatively build your platform?

Use Your Time Wisely

2011-06-08T08:05:00.000-07:00

We are about to enter those "dog days of summer". Temperatures are soaring and the whole world seems on vacation. Yet, there is still work to get accomplished. One of the toughest things for community based volunteer organizations is overcoming the fact that members, for the most part, take the summer off. That is why it is crucial for key leaders responsible for book sales invest quality active planning time in the summer months.

If a committee starts up in September and then begins laying out a plan for the year the committee is liable to wind up missing the biggest opportunities for sales during the Holiday season. It is imperative that the kickoff meeting in September be a working meeting rather than a planning meeting.

The members of the committee will be more enthusiastic and feel better about volunteer hours if they understand their roles and job expectations-in other words they will feel that their time is being well spent. This will also let the leadership be in a position to delegate and examine results rather than doing all of the work themselves.

We have witnessed first hand individuals attending FRP Cookbook University who use their time wisely. Those individuals who return home and immediately begin laying out a written marketing plan are far more successful than those who procrastinate. The results for sales during the year tell the story and it is always those who use their time wisely to execute a written plan which was developed in the summer months who achieve successful results.

Remember, there are two kinds of people, "those who find a way, and those who find an excuse". Which kind of person are you?

FRP Cookbook University Recap

2011-05-31T10:35:00.000-07:00

Last week approximately 50 existing or "thinking about" cookbook publishers attended FRP's annual Cookbook University. The energy was high and many great ideas where discussed and shared. The group was treated to presentations by the experienced FRP staff as well as outside guest presenters who were fantastic.

On Thursday, Billie Rose from The Junior League of Chattanooga shared ideas about the launch of Seasoned to Taste. She was truly a dynamic speaker and shared an idea I'd never heard before. Early on Friday morning we were entertained with a visit by renowned country music song writer George Teren. While George's songs had nothing to do with cookbooks his participation was a nice touch that could only be had in Nashville.

The last outside presenter was the talented cookbook author Pam Lyles. Pam spent most of an hour detailing marketing ideas that have made Da Cajn Critter such a success. One common trait that Billie and Pam exhibited was perserverence. Both shared numerous stories of meeting obstacles along the way until finally overcoming the hurdle.

If you or your organization has a cookbook for sale when is the last time you joined a forum such as the one I just described to learn from others and garner new knowledge?

The Changing World of Book Sales

2011-05-09T07:42:00.000-07:00

In a simpler time a self-published author or group could approach local book and gift stores with pretty good assurance the store manager would buy the books to resell. The problem with that model today is that few local bookstores exist and the large chain stores require a distributor to buy from. Plus, the chain bookstores are in jeopardy of going by the wayside.

Does this mean success cannot be achieved for the self-publisher? Absolutely not! In fact, a savvy and energetic effort can result in more profits and greater sales than ever before. While there is no magic formula for success there are a few key components necessary for success.

Obviously a GREAT book product is a given in the equation. And while placement in the chain stores is desired there are many opportunities to sell direct through social media marketing. FRP's Cookbook University will devote considerable time to sharing the tools necessary for utilizing the social media phenomenon.

FRP Cookbook University is being held on May 19 and 20, 2011 in Nashville, TN. For more information, visit our website.

It's Never too Late for School

2011-04-20T08:00:00.000-07:00

One of the first questions I am asked by potential publishers revolves around how to market a successful cookbook. I am here to preach the gospel about FRP's Cookbook University. This is THE #1 TOOL IN THE USA FOR AN EDUCATION ON HOW TO CREATE AND MARKET A COOKBOOK. Yes, these "all caps" are for emphasis.

FRP Cookbook University grew out of a seminar developed by Ellen Rolfes and Helen Hayes, two former Junior League Cookbook chairs from Memphis in the early 70's. Since that time, the FRP staff has solidified and enhanced the curriculum. We have added a track on creating a great community cookbook as well as sessions related to current and classic marketing techniques. Remember, social media didn't even exist a few years ago.

This year's edition of FRP Cookbook University will be hosted in Nashville, TN and the location at the Downtown Doubletree should expand the fun of the conference. Downtown Nashville is a vibrant atmosphere with plenty of good food and entertainment. There will be guest speakers as well as "Master Level" classes, in addition to the regular curriculum.

The dates are May 19-20. For your convenience, here's the link for registration and details. This conference is relevant for anyone, an individual or an organization with the desire to publish a cookbook.

Here are some comments from past attendees:

"I enjoyed attending FRP Cookbook University and appreciate the opportunity to learn from both FRP staff and my fellow publishers. I found the sessions to be informative. I look forward to putting all this information to good use." - Aleris C. - Junior League of Wichita

"I had so much fun at FRP Cookbook University! FRP is an amazing company with an incredible staff. Y'all made us feel so at home. I not only learned a ton, but I also made some really great friends! It was a great two days, so thank you!" - Lyndsey S. - Junior League of Houston“Very helpful material to carry back to my office and chapter.” - Sheryl W. - AT&T Pioneers Alabama Chapter 34

“I consider FRP Cookbook University instrumental in motivating us to write our own cookbook. The resources provided are well worth the investment.” – Charles P., Beaufort Grocery Company

“I can’t tell you how much we benefited from coming to FRP Cookbook University. We both really feel like we have a good hold on the process and have the knowledge to make a wildly successful book. It was such a pleasure to put a face with all the people we will be working with on throughout the process and are looking forward to our finished product. If you have a new client wavering over whether to go please give them my number—it is definitely a must! We feel we have made the best decision on working with your company to create a lasting piece for our school. It was such a wonderful bonus too to meet others who have gone through or are going through the process as well.”
Shannon G. - Kerr-Vance Academy

Classic Junior League Collection

2011-04-08T11:29:00.000-07:00

Any cookbook lover will tell you that Junior League cookbooks are the best—for over 70 years Junior League members have collected, tested, and selected only the very best recipes from their members and communities for their Junior League Cookbooks. So much more than just recipes, these cookbooks capture and preserve regional food traditions and are a testament to the Junior League volunteers who dedicate themselves to meeting the needs of their communities. Junior Leagues publish cookbooks to raise money to help fund the very programs that over the years have improved and transformed the lives of thousands. In celebration and recognition of the Junior League Cookbooks that have given so much to so many, Favorite Recipes Press is excited to announce the launch of the Classic Junior League Cookbook Collection to be introduced by QVC, the top-rated shopping channel, in June 2011.

Twenty-nine Junior League titles were eligible to be included based on criteria established by a team comprised of representatives from QVC, a QVC Marketing Consultant and FRP representatives. Included in these guidelines were the requirements that the cookbooks have been in print for 25 years or more, and have received a Tabasco's Walter S. McIlhenny Community Cookbook Hall of Fame award. Once the eligible titles were determined, to meet QVC's request that the first collection be representative of the entire United States , geography was taken into consideration. Congratulations to the following titles which are included in the Classic Junior League Collection, (listed in alphabetical order):

Applehood and Motherpie--Junior League of Rochester, NY

Charleston Receipts--Junior League of Charleston, SC

Cotton Country Cooking--Junior Leageue of Morgan County, Decatur, AL

The Gasparilla Cookbook--Junior League of Tampa, FL

Simply Simpatico--Junior League of Albuquerque, NM

Virginia Hospitality--Junior League of Hampton Roads, VA

Based on the success of this inaugural Classic Junior League Cookbook Collection, the plan is to offer a new collection on an annual or bi-annual basis.

Help to spread the good news! Like the Classic Junior League Cookbook Collection Facebook page to receive updates on the launch and other events, receive special cookbook offers and discounts! Be sure to share with your friends and family! This special collection will only be available through QVC. Stay tuned for more information on how and when to order.

This is surely to be a Collection that any home cook and cookbook collector would love to own. I know what I will be giving for wedding and hostess gifts this year! These titles are truly Classics and I know you will want to be a part of this piece of community cookbook history.

I'm Back

2011-04-05T11:29:00.000-07:00

After a 2 1/2 month absence I am back in the saddle. When one has experienced a health crisis, as I did, the perspective of life changes a bit. I have been blessed with prayers, good wishes and lots of support from family, friends and clients--thanks to all for the support. Since I last posted the new cookbook for Junior League of Chattanooga came out. Their website is a great example of taking advantage of social media to promote a community cookbook.

http://www.seasonedtotastecookbook.com/

Seasoned to Taste is a beautiful book and has recipes in each section that are superb. I sent an e-mail to one of the members with a list of recipes I want to try--no doubt this book will be popular for some time to come.

Amaretto Fruit Salad

Serves 6 to 8

1/2 cup amaretto

1/2 cup white wine

2 teaspoons fresh lemon juice

3 tablespoons sugar

1 bunch grapes, sliced

1 small honeydew melon, finely chopped

1 small pineapple, finely chopped

1 pint strawberries, sliced

1 large banana, sliced

1 sprig of fresh mint for garnish

Whisk the amaretto, wine, lemon juice and sugar together in a bowl until the sugar dissolves. Combine the grapes, melon, pineapple and strawberries in a large bowl. Pour the amaretto mixture over the top. Chill, covered, for 8 to 10 hours. Just before serving, stir in the banana. Garnish with the mint.

NOTE: Substitutions can be made with the fruit according to season and availability.

A Lesson from Meat Loaf

2011-01-27T07:36:00.000-08:00

When you read the headline of this post you are probably thinking how could I possibly learn anything from a food dish. But you see, I'm speaking of Meat Loaf, the singer. Please bear with me as there is a relevant point about marketing cookbooks in this blog.

Today most people under the age of 35 never buy a full album. It's not like the old days when we bought vinyl albums or even CDs. No, they go to iTunes and simply download songs. This is sad because some really great songs that don't get air play on the radio are never heard. Even more importantly, they never get written because the songwriters know that they are limited by this buying culture.

Recently I heard one of my favorite songs of all time by Meat Loaf, "Paradise by the Dashboard Light." I didn't have this song on my iPod, so I decided to buy it. Instead of just downloading the song, which would have been easy, I bought "The Very Best of Meat Loaf" album. Now what is the lesson in this story?

Buying the complete album gave me the song I wanted, but also many other great songs that I hadn't even remembered—"Two Out of Three Ain't Bad," "A Kiss is a Terrible Thing to Waste," "Bat Out of Hell," and others.

The same thing is true of recipes. We can find any recipe we want on the internet, and they are usually free. However, when you buy a cookbook, even if it's just for one great recipe, you will likely find a dozen or more equally as good recipes to enjoy. For my money, the fun of reading the recipes in a cookbook is a value in itself. Do yourself a favor and pick up a cookbook with a tried-and-true favorite recipe in it. Now begin to skim through and see how many other deliciously sounding recipes you come across. Try one this week, and see if you don't keep going back to that book again and again.

Yes, one signature recipe is a bargain, but in my opinion the value is even greater because there are always other gems to be found if you just dig deep enough.

Real Books VS E-Books

2011-01-24T08:42:00.000-08:00

In today's technological society we are witnessing change faster than the speed of light. One huge area of change has been brought about by the advances in e-readers. The Kindle, the Nook and the IPad are revolutionizing the way that avid readers enjoy their books.

Being in the community cookbook business I am often asked, "should I also sell my cookbook via e-reader devices?" The answer to this question is a bit trickier than it might seem. Sure there are now millions of e-readers out in the hands of consumers, but when you think about why people buy community cookbooks and how they use them, the proclivity for offering them in electronic format diminishes.

Personally, I am a messy cook. I would hate to think that I just splashed an expensive e-reader with olive oil or salt--not to mention flour, raw eggs or Worcestershire sauce. It's bad enough keeping my laptop keyboard free of dust and other normal atmospheric junk but to take it or a similar device into the kitchen is a scary thought.

In addition, most of us don't purchase a community cookbook simply to cook out of. We want the stories and the memories all together in a printed volume to recall our visit to a place and a culture where we enjoyed the people and their food. Somehow this just doesn't translate into electronic files.

The other obvious drawback for community cookbook publishers is the business end of the equation. Where will readers buy my electronic version? How will they find it? Will I make any money from the sale? The business end of this industry has a long way to go before any of us understand exactly how the model works.

Am I putting e-readers and their fans down? Absolutely not. Both my wife and one of my daughters enjoy their Kindles. I am planning on buying an IPad when the next generation comes out later this year. Most likely I will download trade biographies or non-fiction to my reader to use when traveling. That said, I never foresee using an IPad in the kitchen--for my money, a community cookbook should be the printed volume.

Of course my thoughts are exactly that, mine. However, read the attached article by Nichole Aksamit of The Omaha World-Herald and you will see that others agree.

http://www.omaha.com/article/20110119/LIVING/701199957

Another Signature Recipe

2011-01-18T13:07:00.000-08:00

In my last post I discussed how one great recipe in a book was usually worth the value of the price paid. After posting that piece, a sample copy of the latest printing of Saint Louis Days Saint Louis Nights was brought into my office. This book was first released in 1994 and is now in its 8th printing.

This book is another example of how a "Signature" recipe makes the purchase seem like a bargain. On page 43 is the recipe for "St. Louis Gooey Butter Cake". This recipe originated in the 1930's when a thrifty German baker added the wrong proportions of ingredients into his cake batter. The finished cake was a gooey but delicious mess that is now titled, "St. Louis Gooey Butter Cake". It is only found in St Louis and is well worth the price of the book.

In fact, it is so good that I think I will make one of these this weekend to enjoy during the football games.

It's True--One Great Recipe is Worth the Price of a Book

2011-01-17T13:50:00.000-08:00

What a treat I had last week. I was in Tampa for a meeting with the Junior League of Tampa cookbook committee members and we were working on some promotional ideas for their upcoming 50th Anniversary of Gasparilla. Prior to the trip I suggested that since our meeting was starting at 11:00 a.m. we end with lunch. Lisl Unterholzner, who is my primary contact, suggested several spots we could go for lunch, but when she mentioned the Columbia Restaurant I said, "that's the one". As many times as I have been to Tampa I had never had occasion to visit the original Columbia Restaurant.

Four of us drove over and immediately began discussing the menu and the fact that the Columbia Restaurant had generously contributed several recipes to the League's latest cookbook, Capture the Coast. One of the contributed recipes was the "1905 Salad" which they prepare table side in a wooden bowl. WOW! It was terrific. On my way back to the hotel I decided to try it at home over the weekend.

Robin was making the grocery list on Sunday and we made sure to pick up a few of the ingredients we didn't have. I made the salad using similar techniques as I do with a Caesar--hand crushing the garlic and whisking by hand to emulsify the dressing. It turned out as good or better than the salad I had in Tampa.

As we were cleaning up the kitchen the thought passed through my mind that any price I had paid for Capture the Coast was worth it because this recipe will now be made many times a year and will become a tradition in our home. On top of this, we have now selected several other recipes from this book to try and the value proposition grows as we use this book more and more.

If you have a community cookbook don't underestimate the value of getting someone to try a signature dish that you know they will use over and over, as well as motivate them to try other recipes from your book.

New Publicity

2011-01-10T09:51:00.000-08:00

One key feature we push to our Publishers each year is the ongoing need for media and publicity. If you remember the 4 P’s of marketing from college this will not be a surprise to you. You must have a good product at a good price and be available in easy-to-find places. But you must also have great promotion.

Here are a few quick questions to stimulate your planning for publicity.

Do you have an updated press kit?

Did you book receive any awards?

Do you have a current general press release?

Are there any special events or promotions that your book could tie in with that would merit a special press release?

Is your book celebrating a milestone anniversary? A birthday?

Have you funded a special community need with the proceeds of your book?

Are there TV or radio opportunities for your book?

What local magazines exist that you could partner with?

What are you doing with social media?

Do you have a Facebook page? A dedicated cookbook web site?

Publicity seldom just occurs out of nowhere—it is generated by a publicist or if you don’t have a publicist by someone on your team.

Do you have some creative publicity tips you could share with our readers?

A Fresh Start

2011-01-03T08:55:00.000-08:00

The beginning of a New Year usually marks a new beginning for most of us. Resolutions are made that, if kept, will make our lives healthier, happier, wiser, more patient and the list goes on. Here's an idea that can be fun and increase your choice of foods on your everyday menu.

Try one new recipe each week from your community cookbook collection. To keep things fresh, choose a dish each week that you have never tried before and choose a different food category weekly, as well as a different cookbook. If you have fewer than 52 community cookbooks go through the ones you have before starting over OR simply add to your collection each week until you have accumulated the full 52 total books needed.

Just think about this idea - at the end of the year you will have developed seven to eight new food favorites in appetizers, soups, salads, side dishes, entrees, desserts, etc.. In addition, you will have become familiar with a local communities' traditions and food styles.

I will wager that this idea is a lot more fun than keeping some of your other resolutions. Enjoy!

New Years Menu

2010-12-27T08:31:00.000-08:00

As I sit and ponder another year and look forward to the new one it dawns on me that once again food will be the center of attention for both New Year's Eve and New Years Day--not to mention all of the bowl games we are sure to watch. What better place to find "down home" recipes for each of these occasions in your community cookbooks?

After all, these recipes will be simple, call for ingredients that you have readily available in your pantry and will have been tested by a home cook. In fact, you know you can trust the recipe because someone had to sign their name to it before submitting and then it was tested at least three times before it made its way into the book.

Yes, your best bet for success on these sepcial occasions comes from using your friendly community cookbook collection.

Communities Thankful for Community Cookbooks

2010-12-23T07:12:00.000-08:00

As we celebrate the true meaning of Christmas, the celebration of the birth of Jesus Christ the Redeemer and the transition to a law of love and forgiveness from the old law of vengeance goodness reigns in most of our hearts. During this Christmas season communities and individuals who exist in those communities have benefited by either working to raise money for someone less fortunate or been the recipient of the money if they are in need. You see, when one is involved in a project that involves hard work to help others that person may receive as much or more benefit from the giving as the needy recipient gets from the receiving.

If you are a volunteer who is reading this and you have given of your time, energy or money to participate in a community cookbook project I want to personally thank you and wish you "peace on earth" as you celebrate this Christmas. Merry Christmas!

Publicity--Not Just for Launch

2010-12-16T08:42:00.000-08:00

Often when a new community cookbook is launched it is accompanied with a great deal of fanfare. This is fabulous. That being said, the fanfare should continue regularly over the life of the cookbook. Publicity opportunities are available everywhere if you have someone on the lookout for them.

In today's world, most community cookbooks are launched in markets that have TV, Radio, Newspaper, Magazines, blogs, etc. Where do these people get their local content? Obviously, they use wire services for national stories but local citizens want to be aware of what is going on locally. This is where you can help them.

The link attached is a demo of FRP's own Sheila Thomas promoting More Recipes Worth Sharing on Nashville's Talk of the Town. Sheila has made similar appearances in Memphis and will be invited to attend other local interest media events as she gets the word out about her new book. Talk of the Town has regularly invited middle Tennessee FRP clients on the air because they need good content.

Are you maximizing these opportunities with your book?

http://www.newschannel5.com/story/13676653/recipe-4573-st-louis-gooey-butter-cake-wednesday-december-15-2010

Slate.com Article on Community Cookbooks

2010-12-14T11:03:00.000-08:00

I read an interesting article recently on Slate.com regarding community cookbooks.

http://www.slate.com/id/2277327/entry/1001596/

Anyone getting ready to publish should read this article before getting started. One interesting thing that came out of it was a comment I read from a reader who had left behind her thoughts. That comment is below. I have no idea who this person is but she put in clear words what I have heard from individuals for the last 33 years.

"Community cookbooks are a guilty pleasure of mine. I don't think I have ever cooked an actual recipe from them, but they are so much fun to read. Every book seems to have roughly 20 different versions of broccoli casserole (frozen broccoli, Velveeta/Cheese Whiz, etc.) and a variety of desserts made with crumbled cake mix, Cool Whip, and cream cheese. They can be educational as well. I recall reading an old one from the 1950s and asking my mother what oleo and a #2 can were. "

Community Cookbooks as Ice Breakers

2010-12-13T09:08:00.000-08:00

Robin and I have some new neighbors across the street and have been getting to know them casually through brief chats when we run into each other outdoors. Yesterday, we had friends from Kentucky coming over as well as our children; however, plans begin to fall apart around 1:30 as the snow began to increase. Our Kentucky friends called and had to cancel and we quickly called our girls to say that if the roads were too bad, don’t try to drive over.

Now the question was, what do we do with the food for 8 people? I suggested to Robin that we invite our neighbor, Susan, who we are good friends with. Robin then said, “Why don’t we see if Jerry and Judy would like to come”? (These are the new neighbors). I saw Jerry out going to his car, so I walked out and told him our situation and asked if they would like to join us. He said they would love to, but were on their way to a church program.

About 30 minutes later, there was a knock at the door; lo and behold, it was our new neighbors asking if they could still join us. They had gotten out of the subdivision only to find the roads too icy to continue and had turned around and come home. The interesting thing about all of this is that as we begin to chat about some of the places they had lived, we began to pull community cookbooks from those cities off of our shelf and talk about the foods and the communities themselves from each different area. Who ever knew that a community cookbook could also serve as a point of conversation?

The evening turned out to be a great success (all of the gluten free recipes were from community cookbooks) and the conversation was moved along through the subject of food and cookbooks.

Holiday Sales

2010-12-03T12:17:00.000-08:00

If your organization or brand has a cookbook, I hope that you started gearing up for holiday sales months ago. So often I hear people say, "We want to get our book out before Christmas to take advantage of the holiday sales."

While I agree that holiday sales are the biggest and best of the year, making sure your title is out there at Christmas usually means having it published in July or August. Buyers make their gift store and book store promotions along with which products they want to promote before fall even arrives.

This is one area that an ounce of planning is worth tons of sales results. If by some chance you didn't already know this and got caught short this year, don't let it happen next year. Mark your calendars now to start planning for 2011 holiday sales on July 1, 2011.

Don't miss this important step in your cookbook development!

2010-12-02T06:35:00.000-08:00

On several occasions I have alluded to or discussed how important great content is in a successful cookbook. One aspect of the content is the quality of the edited recipes. We must remember that while many “naturally-gifted” cooks don’t have to follow a recipe to the letter, there is a higher number who do. Therefore the recipes must be written so that anyone will feel confident in following the instructions.

I asked one of our copy editors at Favorite Recipes Press to develop a short bullet list of tasks we perform for our clients to ensure their recipes are written consistently and clearly. Here is what Alison had to say:

“While there are certainly many smaller tasks that go into each of these items, here are the major things FRP editors and the proofer will do for each cookbook."

1. Verify all the ingredients are listed in the order used in the method.

2. Edit and proof the recipes to ensure consistency in wording and style throughout the book.

3. We achieve this by using the same “voice,” which makes the recipes cohesive without being redundant.

4. Make certain the recipes make sense, allowing all levels of home cooks the ability to produce a fabulous dish. You’d be surprised how many submitted pie recipes don’t have a crust listed, or how many chicken dishes don’t list chicken as an ingredient. Because we all enjoy cooking, we are often able to ascertain whether ingredient amounts seem “off,” and we’ll verify with you if it’s correct.

5. Check all grammar and spelling in all recipe and non-recipe text.

It is certainly helpful if the people submitting the recipes have worked to get them in the best shape possible; however, this is a tall task if the recipes have come in from multiple contributors or sources. Even professional chefs are notoriously bad at writing clear and consistent recipe instructions.

If you asked 10 people to give you a recipe, how many different variables in the writing styles would you get back? My guess is 10. Some would list ingredients in order and others would not. Some would abbreviate others not. Some would call it "ketchup" and others would call it "catsup". You get the point. If you're getting ready to develop a community cookbook, do yourself a favor and make sure that you don’t cut corners. Hire a professional food editor or get this as a service from the publishing company.

Unreasonable is the new reasonable

2010-11-29T08:18:00.000-08:00

I subscribe to Seth Godin’s blog and find it very inspirational and motivational. A post last week was particularly relevant to us as we develop business plans to sell services, raise money, etc. How many times and in how many different ways must we be told that “if it were easy, everyone would be doing it”? Here is Seth’s take on the subject:

http://sethgodin.typepad.com/seths_blog/2010/11/unreasonable.html

Thanksgiving Dinner Menu: Just Desserts!

2010-11-23T07:15:00.000-08:00

If there is a traditional Thanksgiving dessert, pumpkin pie is certainly it. We've taken a different approach to the classic dessert and have a recipe that will have your guests loosening their belts to make room for more! My family insists on a pumpkin pie, but loves a selection at the dessert table, so we've included a few more fabulous finales to "wow" your guests.

Pumpkin Pie Crunch
Cooking up a Classic Christmas - FRP, Inc. - Nashville, TN
Home Again, Home Again - The Junior League of Owensboro - Owensboro, KY

1 (16-ounce) can solid-pack pumpkin
1 (12-ounce) can evaporated milk
1 1/2 cups sugar
3 eggs
4 teaspoons pumpkin pie spice
1/2 teaspoon salt
1 (2-layer) package yellow cake mix
1 cup (2 sticks) butter, melted

Preheat the oven to 350 degrees. Grease the bottom of a 9x13-inch baking pan. Combine the pumpkin, evaporated milk, sugar, eggs, pie spice, and salt in a bowl and mix well. Spoon the pumpkin mixture into the prepared pan.

Sprinkle the cake mix evenly over the top of the prepared layer and drizzle with the butter. Bake for 50 to 55 minutes or until golden brown. Let stand until cool. Garnish with whipped topping and chopped pecans. Store in the refrigerator.

Serves 15

Apple Crisp
San Francisco Entertains - The Junior League of San Francisco - San Francisco, CA

3/4 cup all-purpose flour
1/4 cup packed light brown sugar
2 tablespoons granulated sugar
1/2 teaspoon salt
1/2 cup (1 stick) unsalted butter, softened
1 cup rolled oats
2 large or 3 small Granny Smith apples, peeled and coarsely chopped
2 large or 3 small Fuji apples, peeled and coarsely chopped
1/4 cup golden raisins (optional)
1/4 cup slivered almonds or chopped walnuts (optional)
1/2 cup granulated sugar
1 tablespoon lemon juice
1 tablespoon orange juice
1/2 teaspoon ground cinnamon or pumpkin pie spice

Mix the flour, brown sugar, 2 tablespoons granulated sugar and the salt in a large bowl. Combine with the butter in a food processor and pulse until the texture of coarse meal; you can also mix with a pastry blender. Add the oats and mix with your fingers to form large moist clumps. Chill in the freezer.

Preheat the oven to 375 degrees. Toss the apples with the raisins, almonds, 1/2 cup granulated sugar, the lemon juice, orange juice and cinnamon in a large bowl. Spoon into a 2-quart baking dish and top with the oats mixture. Place on a rimmed baking sheet and bake for 55 to 65 minutes or until golden brown and bubbly. Cool for 10 minutes. Serve with vanilla ice cream or frozen yogurt.

Mocha Bundt Cake
Bay Fêtes - Junior Service League of Panama City - Panama City, FL

Cake
1 (2-layer) package yellow cake mix without pudding
1 (6-ounce) package chocolate instant pudding mix
1 cup vegetable oil
3/4 cup water
1/2 cup sugar
1/4 cup vodka
1/4 cup coffee-flavor liqueur
4 eggs

Coffee Glaze
1/2 cup confectioners' sugar
1/4 cup coffee-flavor liqueur
confectioners' sugar to taste

For the cake, combine the cake mix, pudding mix, oil, water, sugar, vodka, liqueur and eggs in a mixing bowl. Beat at low speed for 1 minute. Beat at medium speed for 4 minutes, scraping the bowl occasionally.

Spoon the batter into a nonstick bundt pan. Bake at 350 degrees for 60 to 70 minutes or until a wooden pick inserted in the cake comes out clean. Cool in pan for 10 minutes. Invert onto a wire rack. Pierce the top of the cake with a fork.

For the glaze, mix 1/2 cup confectioners' sugar and liqueur in a bowl until a glaze consistency. Spoon the glaze over the warm cake. Let stand until cool. Dust with confectioners' sugar to taste.

Serves 16

Thanksgiving Menu: Side Dishes

2010-11-22T08:33:00.000-08:00

Turkey and dressing go hand-in-hand, so we've drummed up a recipe for dressing that is bursting with autumnal flavors. Not to be outdone, we have all of your remaining side dishes that are sure to add some delicious flare to your feast. These recipes will make your mouth water!

Apple Walnut Dressing
Savor the Seasons - Junior League of Tampa, FL

1 pound Italian sausage, casings removed
2 cups finely chopped onions
8 garlic cloves, minced
4 ribs celery, finely chopped
1 cup sliced mushrooms
1 (14-ounce) package stuffing mix with sage and onions
1 cup chopped walnuts
8 sprigs fresh Italian parsley, stems removed and leaves finely chopped
4 sprigs fresh sage, stems removed and leaves finely chopped
1 cup chicken stock, or to taste
1 Granny Smith apple, peeled and finely chopped

Preheat the oven to 350 degrees. Brown the sausage in a skillet, stirring until crumbly. Remove the sausage to a bowl using a slotted spoon. Drain and discard all except 1 tablespoon of the pan drippings. Add the onions, garlic, celery, and mushrooms to the reserved drippings and cook until the vegetables are softened, stirring frequently.

Add the sausge and mix well. Spoon the mixture into a large baking dish. Add the stuffing mix, walnuts, parsley, sage and chicken stock and mix well. Add the apples and mix gently. Bake for 30 minutes or until brown on top.

Yield: 6 to 8 servings

Dressing or Stuffing?

Ever wondered what the difference is between these two items that accompany a holiday turkey? The two are basically the same, but stuffing is often placed in the cavity of the turkey, while dressing is served on the side. In the Southeast, people usually call it dressing, while in the Northeastern United States, it's referred to as stuffing.

Sweet Potato Casserole

Pride of Kentucky - Kentucky Extension Association for Family & Consumer Sciences, Lexington, KY

4 cups mashed baked sweet potatoes

1/2 cup (1 stick) butter

2 cups sugar

4 eggs, beaten

1/8 teaspoon salt

2 teaspoons vanilla extract

1/2 cup milk

1 (20-ounce) can crushed pineapple

1/2 cup flour

1/2 cup (1 stick) butter

1 cup sugar

2 eggs, beaten

Combine the sweet potatoes, 1/2 cup butter, 2 cups sugar, 4 eggs, salt, vanilla and milk in a mixing bowl and mix well. Spoon into a 2 quart baking dish.

Combine the pineapple, flour, 1/2 cup butter, 1 cup sugar and 2 eggs in a saucepan and mix well. Cook until thickened, stirring constantly. Spread over the sweet potato mixture. Bake at 350 degrees for 35 minutes until firm.

Yield: 8 servings

Country Green Beans
Recipes Worth Sharing - FRP, Inc. - Nashville, TN
A Taste of the Good Life: From the Heart of Tennessee - Saint Thomas Heart Institute- Nashville, TN

1 pound fresh green beans
1 teaspoons low-sodium beef boullion
1 teaspoons Worcestershire sauce
1 onion, sliced
1 teaspoon olive oil
Liquid smoke
Wash beans; trim ends and remove strings. Place in saucepan with remaining ingredients; cover with water. Cook, covered, until beans are tender and liquid is absorbed.

Corn Soufflé
The Illustrated Encyclopedia of American Cooking - Favorite Recipes Press - Nashville, TN

2 eggs, separated
Milk
2 tbsp. flour
2 tbsp. sugar
2 tbsp. melted butter
1 can white cream style corn
Beat egg yolks; add enough milk to make 3/4 cup liquid. Stir in flour, sugar, butter and corn. Beat egg whites until stiff peaks form; fold into corn mixture. Spoon into buttered 1-quart casserole. Bake at 350 degrees for 1 hour. Serve immediately. Yield: 6-8 servings

Thanksgiving Dinner: Turkey

2010-11-19T05:44:00.000-08:00

You just can't have Thanksgiving Dinner without the turkey. If you're looking for a recipe to really "wow" your guests, you've come to the right place. Our friends at the Junior League of Houston have taken this staple and done it right. It is sure to be the focal point at your dinner table.

Read on for the recipe and tips from our friends at Publix Supermarkets on how to truss and carve your main dish.

Enjoy!

Thanksgiving Turkey

Stop and Smell the Rosemary - Junior League of Houston - Houston, TX

1 1/2 bunches each fresh thyme, sage, basil, and oregano, coarsely chopped

1 1/2 teaspoons each dried thyme, sage, basil and oregano

2 tablespoons unsalted butter, at room temperature

1 tablespoon salt

1 tablespoon freshly ground pepper

1 fresh turkey (12 to 14 pounds)

2 small onions, cut into 1/4-inch slices

2 carrots, cut into 1/4-inch pieces

2 ribs celery, cut into 1/4 pieces

2 leeks, cut into 1/4-inch rounds

2 cloves garlic, sliced

olive oil

Herb Butter:

1 cup (2 sticks) unsalted butter, at room temperature

2 tablespoons minced fresh parsley

2 tablespoons minced fresh sage

2 tablespoons minced fresh thyme

2 tablespoons minced fresh basil

1 tablespoon minced fresh oregano

1 clove garlic, minced

salt

freshly ground pepper

---------------

Jalapeno and Cranberry Jelly or Mexican Cranberry Sauce (recipes below)

Preheat oven to 450 degrees. Mix fresh herbs, dried herbs, butter, salt and pepper. Rub into turkey cavity. Stuff onions, carrots, celery, leeks, and garlic into cavity. Truss with string. (Instructions below.) Rub outside of bird with olive oil. Place on a rack in a roasting pan. Roast 30 minutes.

Herb Butter: Combine butter parsley, sage, thyme, basil, oregano, garlic, salt and pepper in a small bowl. (This can be refrigerated up to 4 days, but bring to room temperature before using.)
Reduce oven to 325 degrees and brush turkey with half of Herb Butter. Roast another 30 minutes and brush with remaining Herb Butter. Continue to roast, basting occasionally with pan juices, until thigh temperature measures 170 degrees on a meat thermometer, about 2 1/4 hours. Serve with Jalapeno and Cranberry Jelly or Mexican Cranberry Sauce.

Jalapeno and Cranberry Jelly:

6 jalapenos, seeded and quartered

2 1/2 cups cranberry juice cocktail

7 cups sugar

6 ounces liquid fruit pectin

1 cup distilled white vinegar

red food coloring (optional)

Place jalapenos and cranberry juice in blender. Process until jalapenos are finely chopped. Combine jalapeno mixture with sugar in a large Dutch oven. Bring to a full rolling boil. Add pectin. Return to a boil. Cook 2 to 3 minutes. Add vinegar and food coloring if desired. Cool. Spoon into sterilized jars and refrigerate.

Mexican Cranberry Sauce:

1 can (16 ounces) whole berry cranberry sauce

1 tablespoon chopped fresh cilantro

1 jar (10 1/2 ounces) hot jalapeno pepper jelly, preferably red

Combine cranberry sauce, cilantro, and jelly in a small saucepan. Cook over low heat, stirring often, until jelly melts. Cool. Spoon into sterilized jars. This will keep for several months in the refrigerator.

TIPS!

Trussing a Turkey:
Use a piece of butcher's string three times the turkey's length. Place the string underneath the center of the back, breast up and tail closest to you. Pull the string around the bird, binding its wings to the body. At the base of the breast cross and wrap it around the legs' ends, tying tightly so the legs cross. Lift the bird to a tail-up position and wrap the string around the tail, closing the cavity. Again place the turkey on its back, bring the string to the front, and tie it off.

Carving a Turkey:
Choose a very sharp or electric knife to carve your turkey; you will also need a special fork with two long prongs. Cut the meat against the grain to achieve even, eye-appealing slices of turkey. Begin with a cut where the leg and breast meet. Use the fork to pull the leg away from the body as your cut continues down to the point where the thigh meets the body. Slice through the joint to remove the leg and thigh.

Place the leg skin-side down and find the point where the thigh and drumstick meet; cut along the joint to separate. Repeat on the opposite side. Remove the wishbone (collarbone). Cut along one side of the breastbone in slices, gently pulling the meat away from the bones in large pieces. Cut through the wing joint and remove it. Repeat on the opposite side.

Your Thanksgiving dinner menu, done!

2010-11-16T09:11:00.001-08:00

Thanksgiving Day is approaching.

Do you have your menu yet?

For some, the menu is planned and the grocery list has already been made. For the rest of you, may I suggest a deep breath? We have you covered. We have a delicious meal planned for you with options to make your holiday meal your very own. Keep posted for the next few days as we unveil each course of the meal from start to finish, including tips to make the preparation that much easier.

If your family is anything like mine, appetizers are a must to keep hungry nibblers out of the kitchen while the table is being set. Here are a couple of starters that are sure to please!

Appetizers

Toasted Cheese Rounds

Creating Comfort - Genesis Women's Shelter - Dallas, TX

2 cups mayonnaise

2 cups chopped scallions

2 cups (8 ounces) shredded Cheddar cheese

40 (1/2-inch) slices French baguette

Preheat the oven to 350 degrees. Combine the mayonnaise, scallions and cheese in a bowl and mix well. Spread the cheese mixture over 1 side of each of the bread slices and arrange spread side up on a baking sheet. Bake for 15 minutes or until bubbly. Serve immediately. Makes 40 rounds.

Chili Bacon Breadsticks

Simply Sarasota - Junior League of Sarasota, Inc. - Sarasota, FL

30 thin slices bacon

1/3 cup packed brown sugar

3 tablespoons chili powder

30 crisp breadsticks, broken into halves

Preheat the oven to 350 degrees. Trim the fat from the bacon and cut each slice lengthwise into halves. Mix the brown sugar and chili powder in a shallow dish. Wrap the breadsticks with the bacon and coat with the brown sugar mixture.

Arrange the breadsticks on a rack in a baking pan and bake for 30-35 minutes or until the bacon is brown and crisp. Let cool for 15 minutes. Serve at room temperature.

Yield: 5 dozen breadsticks

Theme Development for a Community Cookbook

2010-11-15T00:00:00.000-08:00

Often times, an organization discussing development of a new community cookbook will feel as if their community has nothing special about it to develop a theme. Well, we all remember the term ethnocentrism from our sociology classes—everyone and every community thinks that there is something unique about them. This is what a community cookbook should attempt to accomplish—draw out the uniqueness of the community through the subject of food.

Here is an idea for getting started:

Begin with a book development workshop. Decide who should attend, but prior to the meeting send out a survey and ask everyone to complete and return at least one week prior to the meeting date.

The survey should ask questions that will give the leadership some insight into the dynamics of the group such as strong personalities that might push an agenda the majority doesn’t agree with. They should try to uncover interesting ideas that may be initially “blown off” but in reality are quite good. The survey might give the group an idea of who they are or who they want to be.

Here are some sample survey questions:

What are the top 3 cookbooks in your area that will be competition?
What do you like and not like about these books?
What are your 3 favorite cookbooks?
What cookbook do you use most? Why?
What type binding do you like and why?
What foods are indigenous to your area?
Name 3 things that are unique about your town, city, and region.
Who is the target market for the (whoever) cookbook?
How many people live in a 100 mile radius?
Do tourists visit your city/region? Name the top 3 tourist destinations.

You might also want to ask the attendees to bring their favorite cookbooks to the meeting.

The leadership of the group should take the survey responses and do its own homework by answering the survey, gathering information packets on the community from sources such as the Convention and Visitors Bureau, Chamber of Commerce, AAA, etc.

From a time stand point, we suggest that you budget approximately 4 hours for the brainstorming session and remember that it is important to have a neutral facilitator conduct the workshop. This person should be good at leading a discussion and drawing people out to explain their thoughts and opinions. The facilitator should have an easel or white board or pad and basically brainstorm with the group – setting the basic guidelines for brainstorming – no idea is a dumb idea – write every idea down, then go back and prioritize.

Start with target markets, that is, who you are going to sell the book to (select the strongest 3 to 5), then brainstorm what type of book these individuals would like to purchase. What will make them want to purchase your book over another cookbook?

The next step gets a little tricky because the facilitator needs to be able to guide the group to point out to them what they are saying that makes them unique and will make the book unique. The discussion should point out other elements to give the reader than just the recipes and photos which make the community interesting and different.

Here is an example from one of our consultants that served as a facilitator for a group in Savannah, GA.

“St. Andrews School in Savannah, GA. is an upscale private school – and this was right when Midnight in the Garden of Good and Evil was really hot. Everyone associated Savannah with this book and tourists were coming in record numbers – BUT there was so much stuff about the book and the typical Savannah Squares, etc. "

The group knew that tourists would be their biggest market – and a tourist would obviously want a ‘Savannah’ cookbook – so what could they do different?

"In my research, I discovered that Savannah is the City of many Firsts…there are some very interesting ‘Firsts’ and this was not something that the city promoted – I had a list of the ‘Firsts’ that we went through, the committee immediately bought into the theme, they of course knew this about Savannah, but they had never thought about using this as a theme for the book. The excitement was great and we came up with the title right then – First Come, First Served…In Savannah! They knew they wanted concealed wire, and had originally wanted 4-color dividers (but didn’t have a clue what would be on them) with the storyline taking shape, it was determined that since most of the “Firsts” were historic and if a photo existed it would most likely be in black and white, they decided they would do a one color book – the side bars are very entertaining, they take the reader by the hand and give them a tour into the lives of the people of Savannah.”

If we can be of help to you, or someone you know, by leading a development workshop all it takes is a phone call.

Very Interesting Article

2010-11-12T08:32:00.000-08:00

An associate of mine passed along this article last week on digital trends in cookooks. I found it intriguing and if you are thinking about devleoping a community cookook, a branding cookbook or you already have a book and are thinking about different marketing methods, this is a must read. Enjoy.

http://www.publishersweekly.com/pw/by-topic/digital/content-and-e-books/article/45173-how-publishers-are-tackling-the-app-question.html

You don't want to miss this!

2010-11-11T00:00:00.001-08:00

The epitome of a classic community cookbook was produced by a small arts council in Oxford, MS. As I read Square Table my immediate action was to call a friend who lives in Oxford and tell her that Robin and I wanted to come and visit—that is how strong the appeal of this book is. And that should be the goal of every organization that is creating a community cookbook—the book should either rekindle memories of a community visited or make you want to go and visit.

I love the blog from Beth who works for the Arts council and hope you will enjoy it as well. Recipes from this book and other great community cookbooks are included in a new compilation cookbook, More Recipes Worth Sharing that will be launched on QVC this weekend —tune in and I think you will be motivated to order a copy: QVC to launch More Recipes Worth Sharing

An interview with Lisl

2010-11-08T00:00:00.000-08:00

In early October I had the opportunity to interview Lisl Unterholzner, cookbook co-chair for the Junior League of Tampa in 2010-11. I first met Lisl and her co-chair, Jaimie Brewer, during last April's Cookbook University, sponsored by FRP. We hit it off and have worked closely since then on the marketing of the 6 titles currently active with Junior League of Tampa but also on the launch of the newest title, Capture the Coast.

My purpose in sharing this interview is to let my readers hear it from someone who is "in the trenches" and not just sitting in an ivory tower espousing theory. Lisl and Jaimie are organized, pleasant, cheerful, and goal-oriented. To date, Capture the Coast has sold over 6,000 copies in it's first two months of existence.

Dave: Which of your marketing activities resulted in the most books sold?

Lisl: Easily the # 1 was our presales to membership. We have a membership requirement for each member to purchase 4 books each. We also ran a contest for sales through our members with discounts at different levels based on quantity purchased. The Top 5 sellers were invited to our exclusive Capture the Coast debut party. Since our general membership doesn’t usually attend these events, it made for a great incentive.

We've held cooking demonstrations at Datz, a local restaurant & wine bar, using recipes from Capture the Coast.

We also held a Cocktail party at Datz with a beautiful spread of food featured in Capture the Coast. We sold tickets for $10 each, with all of the money collected going back to the League.

Dave: What advice regarding sales would you give a new cookbook publisher?

Lisl: Have a really good team. There are too many tasks for one person to accomplish. We have a really great marketing team, consisting of about 9 women. They are great at getting out there and promoting the book and talking to potential new merchants. We created teams for every aspect of the book’s business from Public Relations and Communications to Social Media to Member Sales and Delivery.

Also, set realistic goals.

Dave: Is there anything different you are doing to market book the 4th book that you didn't do for book 1?

Lisl: Much of our marketing plan was based on EveryDay Feast’s plan. The social media would be the only difference. We have one person designated to social media, and she wrote a fantastic plan. We have a Facebook page, Twitter account, and blog.

Dave: How do you keep the enthusiasm for cookbooks going within the League?

Lisl: “The Culinary Collection” has kept the enthusiasm high, as everyone wants to hear about the newest books/trends with each book that's released. Gasparilla remains a classic.

Dave: How many wholesale accounts do you have? How do you maintain those accounts?

Lisl: Capture the Coast came out 4 years after the others, so we’re starting from a small base. We have seen a small decline, but Capture the Coast has allowed us the opportunity to re-establish those accounts.

Since Capture the Coast debuted, we’ve acquired 11 new accounts, and we’re expecting to increase that number with 5 or 6 more accounts soon.

We also have a part-time employee that maintains existing accounts, calls them when we have special sales or promotions coming up, and makes sure their requests are met.

Dave: What has been your best personal experience as cookbook chair?

Lisl: 1st meeting we had was really interesting for me. I’ve been on the committee before, but I’m now stepping into a leadership role for a committee of close to 50 ladies. That’s a really big group of people, and I’ve never managed anything on that scale. So, that first meeting was really inspiring to me to look out and see this room of people and to know it’s my job to make sure all of these women have a good year with the League. The responsibility of leading the committee is kind of terrifying, but it’s really exciting, too. I’m really grateful to the League for putting me in this position and entrusting me with this responsibility. So far, it’s been great.

Dave: Other than the money raised from the sale of the cookbooks what other intangible benefits are received?

Lisl: Part of our mission is developing the potential of women and the Cookbook Committee is a great place to try out new skills they might not have the opportunity to use in other parts of their lives.

We have lawyers serving marketing roles, teachers handling Public Relations… It affords them the opportunity to do something they wouldn’t normally do in their every day lives.

Dave: I notice that in Junior League of Tampa, being chair of cookbook has led to major Board of Director responsibilities and even the Presidency of the League—why do you think that is?

Lisl: For starters, “Cookbook” is one of the larger committees of the League. That’s an important stepping stone in terms of learning to manage large groups of people. Our League certainly has a commitment to cookbooks. Having 6 cookbooks currently on the market shows that we put a lot of emphasis on our Cookbook Committee. A lot of the challenges you face with “Cookbook” allows you the chance to expand your skill set.

Dave: Having sold over 50,000 cookbooks since 2001 what do you say to someone who says a community is saturated with cookbooks?

Lisl: I don’t think you can ever have too many cookbooks, personally. Certainly, in Tampa we love to eat and eat well. I haven’t seen any lack of enthusiasm for new cookbooks. I don’t think nationally, we’re quite to the point of saturation either. Especially with the popularity of Food Network and food blogs on the internet. I think people love recipes. You don’t have to be a cookbook collector to enjoy cookbooks. One of the advantages of Capture the Coast is that it is full of lots of great recipes, but it also tells the story of Tampa. It also makes a nice gift for someone simply because of the beautiful photography.

Dave: I know that your League always sends someone to Cookbook University—how did you rate your attendance there this year and would you recommend it to others?

Lisl: The timing was good for us. We had just gotten started in our committee in March. It was a wonderful chance for us to hear about the different aspects of “cookbook” that would come in the months ahead. We came back with lots of information.

Dave: What will you take away as your greatest memory from this year in the League?

Lisl: I’m hoping its going to be when we reach our goal. I think it’s too early what my greatest memory is going to be.

So far, the debut party was big for me. The Mayor of Tampa was there to declare “Capture the Coast Day”.

If I could add one more thing….

We’re focusing a lot on Capture the Coast now, but we will be looking at transitioning to promoting all of the books moving forward.

We’re selling some of the 4-book sets, but not as many as we had hoped yet. Holiday Gift Market comes up in November, and it’s a chance to reach the general public. That will really be a testing ground on how Capture the Coast affects the public.

What is a Signature Recipe?

2010-11-06T00:00:00.000-07:00

When discussing the development of a great community cookbook, we are often asked to provide a formula for success. With any "creative" project formulas usually don't exist--that is why creativity is so important. However, one tip we can offer is to make your book the best that it can be.

One key ingredient in a great cookbook is the quality of the recipes. This means several things--they should be well written, consistently edited, and easy to follow with clear instructions which produce a fabulous finished dish if followed properly.

I learned many years ago that another "secret" ingredient in a successful cookbook should be the inclusion of one or more signature recipes. This recipe should be one that hasn't appeared in countless other cookbooks and is truly an original from the publishing organization. It can certainly be a derivitive of someone elses recipe that has been turned into an original due to the additions or changes to it. Of course, with 3 significant changes it is now considered an original recipe.

This signature dish should be relatively easy to prepare and should contain ingredients that you ordinarily keep on hand. If possible, it should lend itself to preparing ahead and using as a "teaser" give away at book promotions and signings. It should be so good that the person tasting or reading about it should be motivated to buy the book.

Here are some great examples of signature recipes:

Sausage Blossoms

The Life of the Party - Junior League of Tampa, FL

"The book is all about entertaining, and Sausage Blossoms provides a recipe that is easy, uses a few simple ingredients, and has great visual impact. If there are 3 qualities I would want from a recipe for easy entertaining, those would be the ones. They are very difficult to find, and that's what makes Sausage Blossoms my signature recipe for The Life of the Party."

-Lisl Unterholzner, Junior League of Tampa, FL

Palm Beach Punch

Carolina Caviar

Worth Tasting - Junior League of the Palm Beaches, FL

" From Worth Tasting I would have to say our Palm Beach Punch on page 31 and the Carolina Caviar on page 21. These 2 dishes are generally served at our events and are always met with rave reviews. Also, the Palm Beach Punch was served at our first Ladies Luncheon and the women loved it. It is the recipe noted on our website as well."

-Laura Wissa, Junior League of the Palm Beaches, FL

Amelia Island Shrimp

Toast of the Coast - Junior League of Jacksonville, FL

"Well the answer is easy: Amelia Island Shrimp from Toast of the Coast. My family is in the seafood business so shrimp and/or fish are always my choice to prepare. This recipe showcases any fresh seafood well. I’ve made it with fish, scallops, mussels or just assorted vegetables. It is a great go-to recipe because it is quick and people usually have butter, garlic, pasta and parmesan cheese on hand. And kids love it. I started making it after my then 10-year-old son picked it out of the cookbook."

-Janet Reagor, Junior League of Jacksonville, FL

Paradise Party Punch

Paradise Served - Junior League of Fort Lauderdale, FL

In a place so beautiful that a little bit of every day is a vacation day, it makes sense that one of our signature dishes is a drink! This recipe embodies our sophisticated, yet luxurious laid back lifestyle, here in South Florida. On the beach or one the back porch - this cocktail makes the party. It's cool, effortlessly fabulous and has that little something unexpected - just like the women of the Junior League of Greater Fort Lauderdale. Cheers...to another day in paradise! Pass the punch!

-Lori Ebinger Sullivan, Junior League of Fort Lauderdale, FL

Think about it--how many times do you have a dish that everyone asks you for the recipe? It happens all the time. We all have these signature dishes but they become so commonplace to us that we forget how special they are. If you already have a community cookbook what is that book's signature recipe? If you were asked to contribute a signature recipe to a project, what would it be?

A Key Ingredient for Successful Communtiy Cookbooks

2010-11-01T11:36:00.000-07:00

I had an interesting meeting last week with a very bright young lady who was researching the potential of a community cookbook for her organization. I must say that I was impressed with her efforts. Her attitude was commendable because even though she had some pre-conceived opinions she was willing to discuss important topics and was asking the right questions.

Research is one action item I believe every organization thinking about devleoping a cookbook as a source of income or as a brand builder should certainly do. While the entire project can be a fun, exciting and profitable venture, it can also be a huge flop if not done properly. Of course, the same could be said of almost any business venture.

Amazingly, the individual I met with was a member of an organization that had produced two previous cookbooks and neither had been successful. Did that mean that group could not be successful? Absolutely not; however, it did suggest that they should take a different approach and their commitment level to staffing their committees should be stronger.

It is important for organizations to check out the "lay of the land" regarding other groups that might already have books in their community. What price points do local retailers suggest is the right price range for good volume? One mantra we at FRP express constantly is that a community cookbook must be treated like a business because publishing a book is a business. Anyone who has ever been in business knows that you have to have a good product at a good price that is easy for consumers to find. Putting forth a little work on the front end will pay big dividends on the back end.

Hot Food Trend

2010-10-22T13:55:00.000-07:00

A few people made joking comments (all in good fun) about one of my early blogs on fried chicken. Well, guess what? Fried Chicken is now one of the "hottest" trends in the US and Canada on high end restaurant menus.

Almost every early community cookbook included a local recipe for fried chicken. Of course, with most of us trying to be health conscious we have drastically cut back on any fried foods. I use Peanut Oil instead of vegetable oil and if you make sure to fry at an even and hot temperature, the chicken will actually absorb very little oil.

This link will take you to a nice story on Fried Chicken, Comfort Food de jour.

http://www.theglobeandmail.com/life/food-and-wine/fried-chicken-its-the-comfort-food-du-jour/article1766857/

In case you missed my original fried chicken blog post, here it is as well. Good eatin', ya'll!

http://www.tumblr.com/dashboard/17/631904749?lite

Combatting Childhood Obesity

2010-10-16T00:00:00.000-07:00

Recently, we have all been bombarded with the fact that there is an epidemic of childhood obesity in the US. Seemingly gone are the days when kids gathered to play sports without any adult supervision or organization. With the advent of video games and big-screen, high definition TV, it is a sedentary life style for the majority.

The saddest part about childhood obesity is that it usually leads to adult obesity. As I have gotten older, I can attest that it is much easier to put on pounds than to take them off. It is hard. This whole subject is so complicated and is certainly different for every individual.

Rather than harping on the reasons for this epidemic, my purpose rather is to tout two cookbooks currently on the market designed to offset childhood obesity. In the Kitchen with Kids is a collection of recipes from members of Junior Leagues around the country. These recipes are from the mom’s of young children who understand the need for healthy and nutritious foods—and yet, they’re recipes that kids like.

Each recipe is illustrated with how-to steps and a hero shot of the finished dish. Buying this book doubles in its reward, because the profits support the Kids in the Kitchen educational program conducted by these Junior Leagues, which concentrates on food and nutrition in their local communities. The program was developed by the local Leagues and the Association of Junior Leagues International.

The second book is No Whine with Dinner by Registered Dieticians Liz Weiss and Janice Newell Bissex, also known as the Meal Makeover Moms. Both of these ladies hold Master of Science degrees along with their RD certification. Under the umbrella of Meal Makeover Moms, these ladies have created an adorable cookbook of kid friendly, appetizing, and nutritious recipes to fit any palate. The book is also loaded with valuable nutritional and product information. Personally, I love this book.

Please feel free to share your stories on what you do to insure your children’s health.

A SURPRISE VALUE--RETRO

2010-10-13T00:00:00.001-07:00

Occasionally, and out of the blue, one will find a true surprise--a great value that was totally unexpected. That is what I think about the Illustrated Encyclopedia of American Cooking. This book was first published in 1986 and has sold more than 550,000 copies.

The recipes came from Home Economics Teachers across the US and the format of the book is in encyclopedia form. The 5,000 recipes are arranged from A to Z and each food entry includes detailed information such as the origin or use of the food, its nutritional and caloric value, plus its seasonal availability.

If you follow my blog, you know that most of my interest revolves around community cookbooks and this is no exception because Home Economics Teachers once formed a very tight knit and important community within our culture. Generations grew up learning how to cook, sew, and plan for running a household based on the guidance and wisdom of Home Economics Teachers. One reason that the sales of cookbooks today is so strong is that these classes are no longer taught in our schools.

What I like about this book is that if I have a particular food that I want to try out, it's "as simple as A-B-C" to find a recipe. As an example, lets say that fresh cranberries are available and I want to try a dish using them. I flip to the "C's" and there are breads, puddings, cocktails, salads and pies. In other words, lots of recipes to think about for almost any food you can come up with.

Another unique feature of this book is that it was never sold in retail stores. Up until it was featured on QVC last year, it was only available through the Southwestern Company's door-to-door selling program. This unique program has trained thousands of college students working their way through school turning them into some of the great leaders in our communities today. Many of the students learned that this book was so popular with consumers that they could sell their regular product line books at the initial sales stage and then when delivering the books offer the Encyclopedia as an additional option, and many people would buy both. No doubt, those who did buy it are still enjoying it today.

The book is filled with surprises such as menu planning, napkin folding ideas, sauces, bread making tips, table settings and many others. This is truly a book that belongs in every homemaker's kitchen.

Mustard Sauces

2010-10-11T06:31:00.000-07:00

Lately my taste buds have acquired a liking to mustard based sauces. When I came home a few nights ago, I was met by the delicious aroma and was thrilled to find Robin in the kitchen working on a new sauce for dinner. She whipped it up out of thin air and we used it on our baked chicken breasts. It was amazing.

I’m not suggesting that this recipe doesn’t already exist somewhere, but she concocted it without any guidance and boy, did it turn out tasty! If you try it, please let me know what you think.

¼ cup Grey Poupon, or any coarse Dijon mustard
¼ cup yellow prepared mustard (we used French’s brand)
2 teaspoons dry mustard, or to taste
1/3 cup Honey
1-2 teaspoon white wine or apple cider vinegar
1 teaspoon olive oil

Preheat oven to 375 degrees. Lightly dredge 4 chicken breasts in flour mixed with salt and pepper. Coat each breast with a thick layer sauce and place in shallow baking pan and bake for about 45 min or until quick read thermometer registers 176-180 degrees. While baking, coat chicken with sauce once or twice more.

Enjoy!

3 Keys to Successful Cookbooks

2010-10-11T00:00:00.000-07:00

You might be asking yourself why someone writing a blog focusing on custom publishing and community cookbooks would spend so much time writing about customer service. The reason is simple. In every seminar and publishing presentation we make, we emphasize that when you publish a cookbook you are setting up a business, and it must be run like a business, if you want it to be successful.

If someone tells me that they published a cookbook and it wasn’t successful, I can tell you unequivocally that the cause of the lack of success was one of three reasons. By the same token, a successful project will be successful for three reasons.

1. The one simple and obvious reason for success or failure is the quality of the product itself and its value for the money. Someone simply throwing some recipes together without regard to uniqueness, quality editorial, design or theme will probably have a tough time. However, a well crafted and themed cookbook with tested recipes written consistently and precisely coupled with interesting information about the cuisine of the area or the history of the recipe will find a niche following. So, I freely admit that the product itself can be a huge component of success or failure.

With these next two ingredients in place, a shoddy product can at least be successful from the standpoint of selling through the initial inventory. What are these two ingredients? They are great business services and customer service mixed with great marketing. A lack of either of these is a sure sign of failure.

2. In my blog of a few weeks back I illustrated a couple of “poor” customer service experiences I had encountered. This past weekend I experienced great customer service from Target. Surprisingly, a “big box” store like Target is the last place I expected to encounter great service. I have been bragging about them to everyone since then. The ladies in the CS department went out of their way and even broke a policy to do the right thing in replacing a defective product.

3. When you set up a publishing business, you must set up business rules and regulations. You establish discount policies, return policies, inventory control systems, collection policies, store or phone hour policies and many others. We preach the philosophy that something as simple as manning a phone or returning recorded messages within a 24 hour time period are critical to your success. An account carrying your title has little time to waste if they try to order only to reach a recording and not have the call returned promptly—they will simply choose to carry someone else’s book.

If you have a cookbook or are considering publishing a cookbook, please know you are setting up a business—a very fun and rewarding business, but nevertheless, it’s a business. Run it as such and you will be rewarded.

Dip Into Something Different

2010-09-29T09:18:00.000-07:00

Dip Into Something Different published by The Melting Pot Fondue Restaurant chain is now in its 5th printing and has sold almost 37,500 copies. The success of this book can be attributed to several factors.

The food subject: Fondue is a unique food, and while it may seem simple to melt some cheese or chocolate in a fondue pot, it is a bit more complicated than that. The Melting Pot is "the authority" on fondue in the US. Their Executive Chef has developed a plethora of fabulously good tasting fondue dishes that you can try at home.

The experience: Fondue is more than a food; it is an eating experience. What fun it is to have several fondue pots going and to try different flavors of meats, cheeses and breads? And don't even get me started on dessert fondue--these flavors are exquisite.

The package: This cookbook is a beautiful package of photographs featuring vintage fondue pots and utensils combined with fabulous recipes and artistic illustrations. It is a beautiful book topped off with a ribbon marker and manufactured using recycled paper and agri-inks.

The Price: At $29.95, this book is a real bargain, especially when you factor in that there are three redeemable coupons in each book for use at a Melting Pot location that are worth more than the price of the book.

The availability: This book is so easy to obtain. It is available through Amazon, Barnes & Noble, Books-a-Million, as well as online at The Cookbook Marketplace or The Melting Pot's web site. The other option is to simply drop into your local Melting Pot restaurant and pick up a copy--you will be glad you did.

Take a trip to San Francisco...

2010-09-27T11:56:00.000-07:00

San Francisco is one of the GREATEST cities in the US--it has architecture, restaurants, water, bridges, fun and eclectic neighborhoods, trolly trains and lots of hills. It is an exciting urban atmosphere.

If I were visiting San Francisco today, the one thing I would return home with would be a copy of San Francisco Entertains. This new cookbook published by the Junior Leaue of San Francisco is amazing. While the overall look of the book, including the gorgeous photography of both food and scenes of the city is amazing, it is the recipes that quickly catch your attention.

I took a copy home over the weekend and we tried out the Sweet Curried Mustard Chicken--WOW! My daughter and her husband had just flown back to the US from their honeymoon and were starving since they hadn't eaten since breakfast. Let me just say that there was no chicken left when the meal was finished.

The look of the book is very soft as the text, including the photos was printed on offset paper rather than a coated paper. Therefore the photos don't "pop" quite as much and yet the look is very excuisite. It has a "richness" to it that is difficult to describe.

The recipes are quite varied and provide a nice level of sophistication with a nice west coast feel. If you visit San Francisco, be sure to pick up a copy. If you can't visit anytime soon, you should contact the Junior League there and order a copy--you will be glad that you did.

Searching New Places

2010-09-23T08:33:00.000-07:00

During our lifetime most of us venture to new cities for either work, family events or vacation. When you visit a new area for the first time what is the first thing on your mind? Is it the weather? Things to see and do? The food? Perhaps, it is some combination of these questions.

One comment we hear repeatedly is that "when I visit a city I usually like to take home a local cookbook". Why is that? Well, one reason is that food is a HUGE part of our lives, and we all know that food is prepared differently in different regions of the US. When we think of the Gulf Coast, we think of fresh seafood. In Louisiana, it is Cajun. If I am going to the New England area, I am thinking of lobster, chowder, etc.

Now, the simple truth is the capability to recreate these foods is available for us right in our own hometown bookstores, but yet it's our nature to fit in with the culture we live in. That's not to say that we don't enjoy different foods from time to time but when we go to a city or region known for a specialty, we want to try it out. I can't imagine going to Philadelphia and not seeking out a great Philly Cheese Steak. Plus, if I can find a cookbook that teaches me how to make one that good, I want to buy it.

What is the point in all of this? We love food, and we love to know about authentic food. If you are thinking about developing a community cookbook make sure that you include some signature dishes revolving around the local culture, specialties, and ethnicity because that is what your customers will be looking for.

Back in the Swing of Things

2010-09-20T13:47:00.000-07:00

If you regularly read this blog, you have noticed that the posts have slacked off. My time crunch has been due to business travel, the Labor Day weekend, and my daughter's wedding this past weekend. (Notice both of my beautiful daughters beaming just before the ceremony.) Indeed, I'm a very proud father.

I was amazed to learn how many details went into a wedding. For example, the food. Food is certainly a big part of the wedding plans, and with us it was no different. In fact, it was compounded by the fact that Molly (the bride) is allergic to gluten and corn; obviously, this presented some unusual challenges. (Molly's gluten free cake topper to the left.)

Interestingly, I read a report today that gluten free products are on the rise and will continue to burgeon over the coming years. Anyone planning on developing a community cookbook might consider adding a gluten free section or at least some gluten free recipes within the book.

Our client Faye Elahi, a registered nutritionist, has a new gluten free cookbook (along with some other special dietary needs recipes) coming out later this fall, titled Ready, Set, Eat and we expect it to be a big hit.
Other hot cookbook trends in general are easy, time saving recipes as well as single subject books. Earlier this year, we released Under the Fig Leaf and A Century of Flavor, which continues to sell well. I have written blogs on some of these titles including Dip Into Something Different from The Melting Pot Restaurants, which is a fondue cookbook that has been our #1 best seller over the last 2 years.

One thing we encourage at FRP is for our clients to study the market ahead of the book development so that they can capture a niche with either price, topic, theme or other unique twist which will capture the consumers attention. Some companies are happy to print books for you regardless of the content; we feel we offer a better value if we can help you think through the sales and marketing on the front end.

Happy Cooking.

Put Some Fun in Your Recipes

2010-09-10T14:06:00.000-07:00

The following story is a great illustration of what is fun about community cookbooks. We all have routines; while comfortable they can get boring. Cathy Ropp tells us about how she got out of her routine and had fun doing so. Thanks Cathy.

"I recently had a breakfast to attend on Sunday morning before church. Instead of making one of my standby breakfast recipes, I decided to try something new. In The Junior League of Columbus, Georgia cookbook "Pull up a Chair" I found the perfect recipe. The Overnight Pecan French Toast was not only easy to make but it was also delicious."

Overnight Pecan French Toast

Serves 4

1/2 cup packed brown sugar
1/4 cup (1/2 stick) butter, cut into cubes
2 tablespoons corn syrup
1/2 cup chopped pecans
8 (1-inch-thick) slices French bread
4 eggs
1 1/3 cups milk
1 teaspoon vanilla extract
1/4 teaspoon salt

Combine the brown sugar, butter and corn syrup in a small saucepan and mix well. Cook over medium heat for 3 minutes or until thickened, stirring constantly. Do not overcook. Pour into a greased 9X13-inch baking dish. Sprinkle with pecans. Top with the bread. Whisk the eggs, milk, vanilla and salt in a bowl. Pour evenly over the bread. Chill, covered, for 8 to 10 hours.
Remove from the refrigerator and let stand at room temperature for 30 minutes before baking. Bake at 350 degrees for 35 to 40 minutes or until set. Invert onto a serving platter.

Cathy Ropp

Cathy's story is not unusual; food is such a big part of every occassion. What a great idea to put some fun in your food preparation and selection by using your community cookbook collection to research new and interesting dishes to try--if a recipe comes from a community cookbook you can bet it will be a good one.

Bringing Back Old Favorites Can Bring New Funds

2010-09-08T00:00:00.000-07:00

This week, I was out traveling in Florida meeting with good folks who have a need to better their communities or simply have a story to tell and wish to do so through a cookbook publication. The week was filled with questions and answers, and hopefully, excitement about a project that will keep contributing into the future.

An example is the Junior League of the Palm Beaches. This Junior League currently has an active cookbook titled Worth Tasting. Worth Tasting focuses on the unique architecture and historical buildings that exist in the Palm Beach community by focusing on foods that have been served in these homes or buildings for special occasions through the last 100 years.

Little did the League realize in previous years that they were creating assets that could be leveraged in 2011 by creating earlier cookbooks. The League’s original cookbook, Palm Beach Entertains was created 50 years ago and the League is considering reprinting this charming and storied title. In addition to this book, the League published a 2nd title in the 1990’s titled A Slice of Paradise, which has been out of print for some time. The current consideration is to keep at least 2 of these titles active.

This same process is happening in other communities throughout Florida, and it is exciting. We all eat three meals every day—we entertain with food—we conduct business with food—we talk about food. Food is the sustenance of our lives and for many communities the sustenance for sustaining special projects that need funding.

If you are part of an organization or community that loves your culture, your special traditions, and have a need for funds, please consider developing a community cookbook as one source of your income.

More Gameday Recipes: Fried Pickles & Guacamole

2010-09-06T00:00:00.000-07:00

If this trend hasn't hit your area, you are missing out! What must have been created from a kitchen mishap, is now a very tasty appetizer - Fried Pickles.

Fried Dill Pickles
Perfect served with ranch salad dressing

1 quart dill pickles
1 3/4 cups all-purpose flour
1/8 teaspoon cayenne pepper
2 teaspoons red pepper
2 teaspoons black pepper
2 teaspoons garlic salt
1/2 teaspoon salt
3 dashes of Tabasco sauce
1 cup beer
Vegetable oil for deep-frying

Drain the pickles and cut into thin or thick slices. Dredge in 1 cup of the flour and set aside. Combine the remaining 3/4 cup flour, the cayenne pepper, red pepper, black pepper, garlic salt and salt in a bowl and mix well. Add the Tabasco sauce and beer and mix well. Preheat the oil to 375 degrees. Dip the dredged pickles into the batter to coat. Deep fry in the hot oil until the pickles begin to float to the surface and are golden brown. Drain on paper towels and serve immediately.

Makes about 2 1/2 dozen

from My Mama Made That - The Junior League of Hampton Roads

Now, what's a party without guacamole? Whip this up and watch it disappear!

Roasted Corn Guacamole

1 cup fresh or frozen corn kernels
1 tablespoon vegetable oil
2 large avocados, chopped
1 large tomato, chopped
1/4 cup chopped cliantro
2 tablespoons finely chopped red onion
1 teaspoon minced jalepeno pepper
1 teaspoon minced garlic
2 tablespoons fresh lime juice
2 tablespoons vegetable oil
1 teaspoon white wine vinegar
1/4 teaspoon cumin
1 -1/2 teaspoons sea salt

Toss the corn kernels with 1 tablespoon vegetable oil in a bowl. Spread on a baking sheet and roast at 450 degrees for 7 to 8 minutes or until golden brown, stirring frequently. Cool to room temperature.

Combine the corn with the avocados, tomato, cilantro, onion, jalapeno pepper and garlice in a bowl and mix well. Stir in the lime juice, 2 tablespoons vegetable oil, vinegar, cumin and sea salt. Chill, covered, for up to 6 hours. Serve with tortilla chips.

Serves 12

from Notably Nashville - The Junior League of Nashville, Inc.

Another Football Favorite Recipe...

2010-09-05T00:00:00.000-07:00

You have to try this recipe for yourself. You will see that there are two versions--one is the original recipe that first appeared in The Gasparilla Cookbook and was featured in Recipes Worth Sharing. The second is the "New and Improved" ham-wich that appears in Capture the Coast. Both options are, without a doubt, the most wonderful combination of flavors ever to touch your lips! Further giving them credit, both are super easy. You probably have the ingredients in your kitchen right now. Tasting is believing!

Ham-Wiches

1/3 cup butter, melted

2 tablespoons prepared mustard

1 small chopped onion

1 tablespoon poppy seeds

6 hamburger buns

6 slices ham

6 slices Swiss or American cheese

Combine butter, mustard, onion, and poppy seeds. Spread on inside of hamburger buns. Place 1 slice ham and 1 slice cheese on each bun. Spread sauce on top of buns. Heat in oven on cookie sheet 15 minutes at 350 degrees.

TIP: This recipe freezes well. Simply assemble the sandwiches, top with sauce and freeze!

from The Gasparilla Cookbook and Recipes Worth Sharing

Ham-wich (new)

3 tablespoons butter, melted

2 teaspoons mustard

2 teaspoons poppy seeds

1/3 cup chopped onion

Dash of Worcestershire sauce

1 (16-ounce) package frozen dinner rolls

1/3 pound shaved ham

2/3 cup shredded Swiss cheese

Preheat the oven to 350 degrees. Mix the butter, mustard, poppy seeds onion and Worcestershire sauce in a bowl. Remove the rolls in one piece from the foil pan and cut into halves horizontally. Replace the bottom half in the foil pan and spread evenly with the poppy seed mixture. Layer the ham and cheese over the bottom half of the rolls. Replace the top half of the rolls cut side down over the cheese. Cut into individual servings. Bake for 20 to 25 minutes or until light brown. The rolls may be frozen before baking.

Yield: 16 servings

from Capture the Coast

Are You Ready For Some Football?

2010-09-04T00:00:00.000-07:00

With the start of both college and professional football upon us, I'm ready to plop on the couch and cheer on my favorite teams with some delicious eats! There are certain foods that just go hand-in-hand with football, and I'd like to pay homage to a few of my favorite recipes over the next few posts. Today's recipe: Chili--I don't use the beans in my chili as original chili didn't call for beans. Beans were added as filler to make the food go further. However, I left them in this recipe because some people like them--I am "old school" and prefer to have real food rather then just filler.

Route 66 Truck Stop Chili

from Famous Dave's Backroads & Sidestreets

Don't let this recipe's hefty ingredient list scare you away, it is worth every single dash of seasoning. The author, Dave Anderson, knows chili like no one's business!

3 lbs (80/20) coarse ground beef

2 teaspoons Famous Dave's Steak seasoning

1/4 cup plus 1 tablespoon chili powder

1 teaspoon coarse ground black pepper

4 teaspoons ground cumin

2 teaspoons Maggi seasoning

1 tablespoon basil

1 teaspoon garlic powder

1 cup chopped celery

1 cup chopped onion

1 cup chopped green bell pepper

1 large jalepeno, finely chopped

2 (16-ounce) cans hot chili beans

1 (22-ounce) can tomato juice

1 (15-ounce) can diced tomatoes

1 (15-ounce) can tomato puree

1 (10-ounce) can beef broth

3 tablespoons Famous Dave's BBQ sauce

2 tablespoons Kahlua

2 tablespoons Worcestershire sauce

Combine ground beef, steak seasoning, chili powder, black pepper, cumin, Maggi, basil and garlic powder in a stockpot and mix well. Cook until the ground beef begins to turn a crusty brown, stirring frequently. Add celery, onion, green pepper and jalepeno. Cook until the vegetables are tender, stirring frequently. Add undrained chili beans, tomato juice, undrained tomatoes, tomato puree, broth, BBQ sauce, Kahlua and Worcestershire sauce and mix well. Simmer until the desired consistency, stirring occasionally. Ladle into chili bowls. Serve with shredded Cheddar cheese, minced onion, corn bread and/or crackers.

Yield: 6 to 8 servings

An Idea for Non-Profits

2010-09-02T00:00:00.000-07:00

In the current economy non-profit organizations across the US are hurting for revenue. The US has a 9% (I am probably being generous here) unemployment rate and it is not unusual for those currently employed to have taken a pay cut or freeze within the last few years. Just today, there was an article on the internet regarding call centers in India now moving back to the US due to the fact that any job, regardless of level of pay, was in demand.

What does this mean for non-profits? It means that the demands for their services are increasing while giving to non-profits (income) is going down. In this dilemma, I see a golden opportunity for both the non-profits and for companies managing their ever-shrinking marketing dollars while seeing less donation dollars roll in.

If I were an Executive Director or President of a Non-Profit Board, I would begin to look for a company who would like to enhance their brand and approach them about developing a cookbook and donating the profit dollars to my non-profit. This process worked backwards for the Susan G. Komen Foundation because Calico Corners decided to create a cookbook and sell it in their stores and donate the profits to a non-profit funding breast cancer research. After they had raised their first $100,000, the Komen Foundation became the recipient of the funds.

Think about this idea—cookbooks are one item in our society that are selling better (up over 9%) than in the previous year. Companies are looking to get their brands identified and what better vehicle than one consumers are buying anyway and that can benefit a need in society. It allows a company to support the non-profit by using marketing dollars that result in creating revenue rather than just giving profits away off of the top.

Recently, Kroger developed a cookbook by conducting a recipe contest among employees and then sold the book back to their employees and used all of the profits to fund the employee assistance fund. Kroger is a smart company—they created a product that their own employees could have fun with, feel a part of, and yet rather than pocket the profits they gave it back to the employees own assistance fund.

What ideas do you have that create a win/win for companies and needy non-profits?

A Great Product Without Great Service is Useless

2010-08-26T00:00:00.000-07:00

Most of my writing has focused on specific cookbook titles, recipes and food. That being said, there is one other HUGE ingredient that every organization should focus on in successfully marketing and selling their cookbooks.

I have had 2 recent “run-ins” with companies where I was the customer and they ran me off. Where is customer service these days? Do companies not understand that they lose revenue when they make a customer mad over some bureaucratic policy?

Experience # 1.)

Last night my wife, youngest daughter and I pulled into Outback Steakhouse for a nice, casual family dinner. I dropped the girls off to get us checked in and drove off to look for a parking spot. The weather was stormy so I wanted to park close by. I circled the lot twice only to discover that the only single parking space (other than handicapped which I would never use) was in the “Take Out” area. I pulled in since there were NO other spots available. As I got up to the front door I was about to explain to the hostess what I had done and to suggest that I would come out in 10-15 minutes and look for another available spot—before I could even begin discussing another employee who had followed me around the building said I couldn’t park there. I explained twice my challenge and suggested solution only to be told I should park at the overflow lot in Rooms to Go 50 yards away. I told her I wasn’t eating at Rooms to Go but rather at Outback and needed a spot to park—she again told me I had to move. What did we do? We went to Logan’s and spent our $100.00 there.

Experience #2.)

Last week I had booked a non-refundable room at a Hampton Inn for 2 nights on a business trip. A new appointment came up that required me to be 3 hours away from that hotel. Logically, I needed to cancel 1 night in that hotel and re-book in another hotel (same chain) in the other city. After making multiple calls to both the hotel and my “diamond” membership service center, the hotel refused. Therefore, I had to reschedule my meeting, thus inconveniencing a prospective client. I will not be spending my usual $3,000--$5,000 in hotel stays with that company going forward.

The point I am making is that we often forget how important customer service is until we experience awful customer service. I encourage you to run your cookbook sales efforts with the customer in mind—put them first. Exceptions can always be made to any rule if legitimate circumstances exist to do so. I am not suggesting that you let someone fleece you, but keeping an open mind and treating others as you expect to be treated should be rule # 1.

Simply to illustrate that this is not just a theory, but what we have practiced since 1982 when we launched the current business model, I would like to share with you a note I received from our good friend and client, Holly Clegg. Unfortunately, when we printed Holly’s latest and greatest cookbook, Too Hot in the Kitchen, there was a small ink spot that should not have appeared on one of the pages—not a huge issue, but nevertheless one that should not have happened. Here is what Holly wrote to me regarding our handling of the situation.

“Dave,

I just wanted to tell you what an excellent and above average job everyone is doing in spite of all the problems. I am so impressed with Powell that he was so conscientious and didn’t let my book be not the best it could be with catching the printing error. Anne is almost a step ahead of me as she is on top of everything that I throw at her….and then extremely helpful and communicative…they have been a pleasure to deal with even under these circumstances. It is important to me as a long standing client that you are behind me with all this. Please know that Anne and Powell really rate in my books and represent FRP in a way you would want it to be recognized.

And, you know I wouldn’t even be there if it wasn’t for Sheila…so you know how much I adore and think of her! Now, here’s to a glass of champagne to celebrate!” -Holly Clegg

Interestingly, in my meeting with the prospective client I mentioned in Experience # 2, I learned that I had been invited because we had received such excellent recommendations from other clients for quality service. Keep AAA Service as one of your top goals in any business dealings, and you will be rewarded.

A Church Community

2010-08-24T00:00:00.000-07:00

When one thinks of the south, many different images come to mind—a slower pace of life, an enjoyment of simple things and good food. Having grown up and lived in the south all of my 60 years, I can attest to these great southern traits plus many more. One little known fact about the south is how strong church communities are.

This fact was recently showcased in Wetumpka, AL when The Church Ladies of Trinity Episcopal Church decided to publish a cookbook to raise money for renovations to the church sanctuary. Armed with a “can-do” attitude, pride for their church, and beloved, time-tested recipes this small Episcopal Church in a community of less than 10,000 have sold 5,300 copies of Shall We Gather, Recipes and Remembrances of a River Town.

This book is not your typical “church” cookbook of mimeographed pages and spiral binding. Shall we Gather is a 192-page, hardcover book with a beautiful interior design and offers a collection of traditional southern favorite recipes written for 21st century cooks. It contains remembrances of life, lore and legend along the Coosa River and features a foreword by the author of Midnight in the Garden of Good and Evil, John Berendt.

This is one of those cookbooks that, as you read it, you feel the love from the contributors. With dishes such as She Crab Soup, Garlic Cheese Biscuits, Shrimp and Grits and Country Ham Sour Crème Biscuits, you know it is southern food at its best. You know the desserts are to die for because what southern meal is complete without a delicious dessert?

While this book raised a nice and tidy sum of money, it also touched lives in ways one would never think of—read Phyllis Kennedy’s story of their cookbook from Trinity Episcopal members’ perspectives:

The idea of a cookbook was conceived to keep us focused on building a new worship space when we were between rectors. The idea soon took on a life of its own and became a significant source of funding for the new church.

We now have a spectacular new church with beautiful furnishings, a refurbished pipe organ and stunning stained glass windows. We have cleared over $53,000 on our Shall We Gather cookbook and we’re still making sales!

As marvelous as those accomplishments are, they are the least of what Shall We Gather has meant to Trinity Episcopal Church, our community and especially to members of our committee.

The first and greatest gift may have been Virginia Waddle Lott who visited at Trinity about the time we started working on our cookbook. She was quickly recruited to work with the committee and became the “most valuable player” by inputting all our recipes into FRP software. Virginia died at UAB hospital in 2008 while awaiting a heart and lung transplant. She is lovingly remembered with a beautiful rose window over our altar.

Another loyal member of the committee was Carol Holland who lost her sight as an adult but retained all her spunk. Carol didn’t miss many meetings for fear she wouldn’t be on hand to defend her recipes and assure their inclusion in the book. One of Carol’s recipes included in the dessert section bears the caption “so easy a blind person can make it.

Carol died unexpectedly a few months after the cookbook was published. She is remembered in our new church building with a Trinity window on the front of the church.

Our finest accomplishment may be the two couples that came to be active members of our congregation by way of the cookbook. When we did our first “Gathering at the River Cookbook Fair and Tasting” they were impressed enough to come and visit. We take great pride in the Davis’ and the Sibley’s.

Other “side effects” have been the outstanding public relations that we’ve enjoyed as a result of our book. We have had numerous articles and pictures in our hometown paper, as well as articles in papers and magazines throughout Alabama, and several spots on local television. We’ve found that opportunities to sell Shall We Gather are also opportunities to talk about the unique beauty and history of our church and Wetumpka.

There were many times when a groan would go up when yet another cookbook meeting was announced, but our small band of volunteers became a wonderful and dedicated team. Now that we are on the downhill side of the project, Shall We Gather is a powerful bond and great source of pride for The Church Ladies of Trinity Episcopal Church!

Great Idea for Busy Moms with Picky Eaters

2010-08-21T00:00:00.000-07:00

Every day there seems to be a major article on childhood obesity and improper nutrition in children’s eating habits. A huge part of our culture involves “fast food”. Everyone is on the go to soccer, cub scouts, girl scouts, PTA, Little League baseball and softball, swimming, cheering, and on, and on, an on! Yes, it is tough to cram it all in.

However, eating healthy and nutritious meals is important. This is where the Meal Makeover Mom’s new cookbook No Whine with Dinner comes into play. You will love it.
Janice Newell Bissex and Liz Weiss are registered dietitians and the Meal Makeover Moms. As two of the nation’s top experts on family nutrition, they’re on a mission to help busy families eat better.

Their simple food philosophy is that kids – even picky ones — will eat nutritious food without complaint as long as it looks and tastes great. To do that, The Moms give family-favorite recipes a healthy makeover by “weaving in” fruits, vegetables, whole grains, healthy oils and more.
Their website provides a virtual smorgasbord of helpful tools including recipes, cooking & mealtime tips videos, a bi-monthly newsletter, 7-day meal planner, shopping list, along with their blog and the weekly radio podcast. Here's a sample recipe on a classic dinnertime favorite:

Mom's Makeover Meatloaf

Ingredients
One 15-ounce can black beans, drained and rinsed
1 pound lean ground beef (90% or higher)
2 large eggs, beaten
1 large carrot, peeled and shredded (about 1 cup)
1/2 cup seasoned bread crumbs
1/3 cup ground flaxseed
1/4 cup ketchup
1/2 teaspoon garlic powder
2 tablespoons ketchup
Salt and pepper to taste

Directions
1. Preheat the oven to 375°F. Lightly oil or coat a 9×13-inch baking dish with nonstick cooking spray and set aside.
2. Mash the beans in a large bowl using the back of a large fork or spoon until smooth but still a bit chunky. Add the beef, eggs, carrot, bread crumbs, ground flaxseed, 1/4 cup ketchup, garlic powder, and salt and pepper to taste and mix until well combined.
3. Place the meat mixture in the middle of the baking dish. Shape into a 6×8-inch rectangle, about 1 1/2 inches high. Spread the 2 tablespoons of ketchup evenly on the top and sides.
4. Bake until an instant-read meat thermometer registers 160°F, 50 to 60 minutes. Let stand for a couple of minutes before serving.

Their second cookbook, No Whine with Dinner, is scheduled to be released in October.
Be sure to check this title out along with In the Kitchen with Kids to arm your kitchen with two “can’t miss” cookbooks that are both healthy and delicious-your kids will love you for it.

More on Successful Community Cookbooks...

2010-08-19T07:20:00.000-07:00

In the previous post regarding what makes a successful community cookbook, I talked about pricing the book properly (this is a bit trickier than it seems), differentiating the book from others in the area, and incorporating interesting content for the reader.

With so many high-end trade books on the market coupled with high end magazines (many of which do not have a sustainable business model), there is a tendency by community based groups to feel their books must contain full-color food photography and glitzy production values. The truth of the matter is that many of the best-selling community cookbooks today are simple 1 or 2 color books.

I am certainly not suggesting that beautiful food photography cannot enhance a community cookbook. However this is one area where price gets tricky because great food photography is expensive and requires more front-end work by the designer thus driving up the cost per book. One huge reason I harp on cost is because most community cookbooks are being sold to raise profits for a worthy cause. In order to get the books in the market, discounts are required. It is critical that book costs are lower than the deepest discount sales price. A great community cookbook is about value, rather than glitz.

It is also critical to understand that community cookbooks offer a great fund raising opportunity because the organization’s members must do some of the work that trade houses pay professionals to do. It has been said that a community cookbook has a better chance of success than a typical trade title because the marketing is done by people who CARE! I have a blog post coming out next week discussing the efforts by Trinity Episcopal Church in Wetumpka, AL who made $53,000 and are still raising more money through sales of their cookbook which demonstrates this point very well.

You must also remember that while you aren’t trying to be something you are not, consumers still expect a professional product—in a cookbook this means having a good index, consistently written recipes, copy free of errors combined in a quality manufactured book. I am not too hung up on which binding style to use other than to state it is important to pick a style where the spine can be printed with the book title on it. You should also have an ISBN number and a $ readable bar code on the back cover.

Developing quality content is critical but developing a marketing plan prior to printing is also critical. An organization that simply aims to create a great cookbook could end up with a huge inventory in their garage if they aren’t careful—a better goal is to create a great title and sell through 5 printings. It is critical that the marketing begin before the book is started, rather than after—for example, the marketing team should be involved in big decisions such as the price, front cover, title, theme, and book size. All of these ingredients are relative to the marketing plan.

I would like to close with the invitation to all readers to check out Cookbook University hosted by FRP, Inc. each spring. This two day seminar covers all aspects of self-publishing and is a great value for anyone involved with or considering publishing a cookbook.

What does it take to publish a great community cookbook?

2010-08-17T09:11:00.000-07:00

One of the most commonly asked questions I am often asked is “What does it take to make a successful community cookbook?” It is a very complex question. If the answer were simple, my job would be much easier. Over the years, I’ve found there are a few necessary key ingredients for a successful project.

Let’s start with the easy part of the equation. Just like any product one buys, there must be a good value associated with the purchase. For example, even for a good cause, many people are unlikely to “overpay” simply to support a charity. Even if they are OK doing so once as a donation, they are not going to purchase multiple copies. Therefore, it is important for some research to be initiated to determine a vision for the cookbook. This will include finding out what other community cookbooks exist in the area, what are their themes, which are popular, price points. Another good technique is to ask members of the organization what their favorite cookbooks are and WHY?

If there are well known community cookbooks in the area, it will be critical to make sure that you differentiate your title, as well as the book’s content, price and format.

When it comes to content my own personal opinion is that too many organizations try to out-do the trade publishing houses rather than concentrate on who they are. In other words, pretty pictures do not make a successful community cookbook—great recipes and great information about the recipes make a great community cookbook. While I love great food photography, I am much more interested in the recipes. As great a chef as Mario Batali is, I’ve never had success with his recipes. (This is probably due more to my lack of professional culinary skills) I’m certainly only interested in recipes I can follow with good results.

I also like to know who submitted the recipe—if someone is kind enough to sign their name to a recipe, I am reasonably certain that it has received compliments in the past and tastes good. I would also like to know how many servings it makes, any known history of the recipe, variation ideas, or serving suggestions and tips. To most of us, this extraneous information is almost as important as the recipe itself.

Another item consumers tell me they like in local cookbooks is information on the culture of the community through their food. How do they celebrate various holidays, events, etc.? Are there local products that are popular? What can be substituted for these local products if not available where I live? Are there any humorous stories associated with the recipes? What can you tell me about this dish, these ingredients, the preparation and cookbook process that will allow me to know you a little bit better?

Later this week I will talk about some other features that contribute to a great community cookbook.

A sneak peek...

2010-08-10T08:08:00.000-07:00

This time of year is always exciting in our offices as the new fall titles will be rolling off the presses soon. As usual, we have an array of unique titles, formats and themes in the pipeline that are close to being sent off for the manufacturing phase.

Of course, in addition to new titles, we are constantly restocking inventory of titles that are either out of print or very low on inventory. A good example of this is Dip Into Something Different which will be going to press for the 4th time in either September or early October, as well as The Bells are Ringing--A Call to Table from Mission San Juan Capistrano which is in its 3rd printing.

Here's a "sneak preview" of what’s on tap for a few of our new titles to be released this fall.

Junior League of San Francisco: San Francisco Entertains celebrates 100 years of the San Francisco Junior League with glorious food from the Bay Area, gorgeous food photography, incomparable scenic photography, historical vignettes, wine pairings, food tips and much more. It is this year's must have book, whether you are remembering or hope to visit one of the world's greatest cities.

Junior League of Wilmington, North Carolina: The sequel to the highly successful Seaboard to Sideboard cookbook, Seaboard to Sideboard Entertains invites the reader to enjoy the beauty of the North Carolina coast throughout the year with great party invitations and ideas, menus, easy recipes, and entertaining tips for every month of the year.

Betty Sims, popular cooking teacher and unparalleled party giver,, is back by consumer demand with the third in her Scrumptious series, Southern Scrumptious Favorites. Betty's ability to take you successfully through the preparation of her delicious recipes, creative menus, and party ideas along with her entertaining stories and beautiful original art make the book a great read as well as an indispensible resource.

After 100 years of serving Galveston's best seafood to thousands, Gaido's is celebrating its centennial with a great new cookbook by Chef Casey Gaido, the 4th generation of the founding Gaido's. Secret recipes, a chef's way with care in preparation, and the delicious results along with beautiful food photography and years of restaurant "family" photographs and stories make this elegant cookbook one of this year's best.

Each of these titles will serve a different community and need. Whether building a brand, raising funds for a non-profit or simply creating a fun project for staff, team and volunteers, a community cookbook is one sure way to succeed.

Community Cookbooks and the Good People Behind Them

2010-08-06T00:00:00.000-07:00

Since I started writing this blog even I have been astounded to realize what community cookbooks have meant to our nation. As I write these stories and discuss how much money these books raise and couple that with the historic preservation of the communities, I wonder why every community in the USA doesn’t have at least one local community cookbook.

Community cookbooks began during the Civil War when ladies groups from both sides began raising money to support their local armies through the efforts of collecting local recipes and publishing them. The tradition has carried on through such varied organizations as Junior Leagues, Junior Service Leagues, Church organizations, Historical Societies, Garden Clubs, and youth organizations such as 4-H and Girl Scouts. Money has been raised for museums, children’s hospitals, community gardens, preservation of historic buildings, and the list goes on and on.

Who in your community could stand to have an asset that creates an annual source of revenue for itself and generate pride in the food and people of your town, organization or community? What is holding you back from getting started on a project that will be fun and meaningful for years to come?

I was recently asked to endorse the autobiography of my good friend and founder of Habitat for Humanity, Millard Fuller, (we produced 6 books together for that community) who died suddenly last year. Millard was also co-founder of Favorite Recipes Press along with a gentleman named Morris Dees. Their earliest business success was in publishing community cookbooks—the tradition of these two great men continues today through the various imprints of FRP, Inc. In reading the manuscript for Millard’s autobiography, I learned of organizations who had successfully published cookbooks and some of the causes they championed that I never knew existed. There are so many wonderful people and stories surrounding community cookbooks.

Do you have a favorite community cookbook? I’d love to hear your story.

Calling all Fondue Lovers!

2010-08-05T00:00:00.000-07:00

Never did I imagine when my oldest daughter began working for the Melting Pot Fondue Restaurant in Kendall, FL while enrolled at University of Miami that I would be hiring her to write non-recipe copy for a Melting Pot cookbook a few years later. With several clients in the area, I consider myself pretty knowledgeable about Tampa, FL. However, I was surprised to find out through one of my associates that Melting Pot Restaurant’s corporate offices are located Tampa.

Having found that news out, I quickly did a little homework and found that the VP of Brand Development was Kendra Sartor (now Shier—congratulations, Kendra). I called Kendra to introduce myself and she indicated that the company was currently talking about publishing a cookbook as their consumer base had requested it. I flew down to meet with her and quickly learned that her parents had lived in the same neighborhood as Robin and I for several years—what a small world.

The decision was made for them to publish the book on their own rather than work through a trade publisher and off we went. What a great decision that turned out to be for them (as well as us) because they got to control the look and feel of the book plus have made 10 times the profit than if they had trade published.

If you have ever eaten at a Melting Pot restaurant, you know the quality—with that in mind we felt that the quality of the cookbook had to be equal to or greater. Everyone who has purchased or seen the finished product will attest to its quality, down to the use of recycled paper and agri-inks. Consumers also love the coupons bound into the back of the book which, when redeemed, covers the cost of the book--Kendra knows how to market a brand!

The props were assembled and flown into Nashville along with the recipes and we held the photo shoot for the book in Mike Rutherford’s studio. The shoot itself took several days, and along the way we discovered that some of the recipes needed to be added to for volume—the Melting Pot Executive Chef Shane Schaibly quickly fixed those and Dip Into Something Different was finalized. The amazing thing about this book is not only how great the recipes are and how beautiful it is, but how popular it is. The first 15,000 copies sold out in only a few months and there have been 3 additional printings since and a 4th is scheduled for later this fall—the total number of books sold so far is approximately 35,000 copies!

Along the way Kendra Shier has become a good friend, and it is always good to catch up when I visit Tampa. Here is what Kendra had to say about the project.

Dave,

Wanted to just take a moment to share with your blog followers how incredible this process has been for our organization. When the COO of my company came to me with the dream of having a Melting Pot cookbook, I had NO idea how to proceed. FRP was such a Godsend…the beauty of this relationship is that after we decided to work together, your team guided me step by step through the process. I am amazed at how simple this process was and how much help your team offered. Having just received another royalty check, I can tell you also that this project exceeded our financial expectations as well. Aside from the business side of things, we have formed some lasting friendships and look so forward to our next project with FRP. I encourage anyone even considering this path to ensure their success by partnering with your team. It was the best retail decision we have ever made. Looking forward to the next project!

Fonduely,

Kendra Shier
Vice President of Branding
The Melting Pot Restaurants, Inc.

If you want to try a fun meal or just a desert that gets all of your guests “into it” try Dip into Something Different. Here's one of my personal favorite recipes:

The Flaming Turtle

12 ounces milk chocolate, finely chopped
2 tablespoons heavy cream
1/4 cup caramel ice cream topping
1 tablespoon 151 rum
3 tablespoons chopped pecans

Combine the chocolate and cream in the top of a double boiler set over simmering water. Heat until the chocolate is melted, stirring constantly; or combine the chocolate and cream in a microwave-safe bowl and microwave until melted, stirring every 30 to 45 seconds. Be careful not to let the chocolate burn. Pour into a warm fondue pot. Pour the caramel into the center of the chocolate mixture. Do not stir. Add the run to the pot and ignite carefully, using a long wooden match o lighter. Allow the flame to burn out and stir gently to combine. Sprinkle with the pecans. Keep fondue warm over low heat.

These Bells Are Ringing - The Community of the Mission San Juan Capistrano

2010-08-04T12:00:00.000-07:00

When we think of a community we often think in geographic terms. For example, I was raised in the community of Mayfield, KY and now live in the community of Brentwood, TN. However, communities are much more diverse than this simplistic view—we are all members of a variety of communities. We exist in church communities, neighborhood communities, activity communities such as tennis, golf, dance, etc.

One community that Favorite Recipes Press was honored to work with over the past few years has been the community of the Mission San Juan Capistrano in San Juan Capistrano, CA. Many of us only know of Mission San Juan Capistrano through the story of the swallows. In reality, the 234 year old Mission was at one time an active Catholic Mission and a working farm. The Mission of San Juan Capistrano is considered the “birthplace” of Orange County, CA and is now known as the premiere historic and religious site and in the County.

The Mission is now a historic museum with permanent and traveling exhibits and award winning audio tour. Visitors flock there daily to see the beautiful 10-acre grounds of gardens, fountains and adobe preserved architecture. One of the keys to maintaining a museum of this magnitude is money to ensure the art, artifacts, structure and site are maintained beyond the public’s expectations. The Foundation which is responsible for the museum’s funding has a stated goal of having each guest feel awestruck when they visit the grounds, the gardens and the museum. A new source of income was established in 2007 when the Women’s Guild published The Bells are Ringing—A Call to Table. To date this cookbook has raised over $250,000 for the preservation of the Mission.

This beautiful 208-page hardcover cookbook is now in its 3rd printing and contains kitchen tested recipes contributed by long-time members of the San Juan Capistrano community. Popular local restaurants, including Cedar Creek Inn, El Adobe and Sarducci´s at the Depot contributed recipes as well. The book is filled with impressionist, early California artwork from the Irvine Museum, beautiful photographs, and sidebars that tell of history relevant to the Capistrano Mission, the Jewel of the Missions. The Bells are Ringing is a perfect souvenir for Mission visitors and a great gift item as well.

The Bells are Ringing-A Call to Tabl e was named National 1st Place Winner of the 18th Annual Tabasco Community Cookbook Awards. To learn more about the Mission you can visit www.missionsjc.com.

TESTIMONIALS

Thanks so much! I LOVE this cookbook - the artwork and photography are lovely, and I’m already enjoying the recipes after having owned my own copy for just a week now. -D. Hutch

The Bells are Ringing cookbook is beautiful. I am enjoying the stories and photographs as much as the recipes - a perfect gift. - Noreen

Want a sample recipe? Here you go!

Artichoke Chicken Capistrano

2 (6-ounce) jars marinated artichoke hearts
3 tablespoons extra-virgin olive oil
8 boneless skinless chicken breasts
1/4 cup all-purpose flour
1 (28-ounce) can diced Italian-style tomatoes
1 pound sliced cremini or white mushrooms
3 garlic cloves, minced
1/4 cup chopped fresh basil
1 teaspoon dried oregano or 1 tablespoon chopped fresh oregano
1 cup dry white wine
3 tablespoons minced fresh Italian parsley

Preheat the oven to 350 degrees. Drain the artichokes, reserving the artichokes and the marinade. Combine half the reserved marinade with the olive oil in a large skillet and heat over medium-high heat. Coat the chicken with the flour and add to the skillet. Cook until brown on both sides. Remove to a baking dish.

Add the tomatoes, mushrooms, garlic, basil, oregano and wine to the skillet, stirring up any browned bits. Simmer over medium-low heat for 10 to 15 minutes or until heated through. Pour over the chicken.

Bake for 30 minutes. Adjust the seasonings to taste and stir in the reserved artichokes. Bake for 10 minutes longer. Sprinkle with parsley and serve with spaghetti or fettuccine.

NOTE: Take care not to overcook the chicken. Because boneless chicken breasts vary in size, test them for doneness and adjust the baking time accordingly.

Serves 6 to 8

A Cookbook For Those With Food Allergies

2010-07-31T00:00:00.000-07:00

I am so excited to announce that a new cookbook is in the works to fill a need within the community of people who have some very special dietary needs. While I was aware that some small number of individuals had food allergies to things like peanuts and shellfish, it was not a topic that was really on my radar.

That changed when my daughter’s migraine headaches in high school were linked to food allergies for wheat and corn. She had been suffering to the point of having to be hospitalized with migraines, and we were having every neurological test known to medical science run to figure out the cause. Out of the blue, an acquaintance of my wife’s asked if we had ever tested Molly for food allergies—WOW—what a revelation.

Since she eliminated gluten and corn from her diet, the headaches have vanished. Needless to say, people with special dietary needs jumped to the forefront of my thinking. I share all of this with you because as I read about this subject I am discovering that people affected by ADD, Hyperactivity Disorder and Autism Spectrum along with Celiac Disease and gluten sensitivity can all be affected positively with a change in diet.

Faye Elahi, M.S., M. A. holds Masters Degrees in Nutrition, Child Psychology and Mass Communications. Her Nutrition Practice in the north Dallas area has been well known since 1989 and her work has been documented and published by such organizations as ADA.

Her new cookbook, Ready, Set, Eat is based on 20 years of observation and data collection. She addresses what we need to know about the Western diet, toxins that surround us, and their combined effects on health. She offers step-by-step techniques that have helped her clients manage challenging diets free of gluten, casein, lactose, yeast and food allergens with tips on how to feed a picky eater. With everyday recipes covering breads to ice cream, you're sure to find just what you're looking for. Recipes include brownies, flaky buttermilk biscuits, chicken potato salad, and lasagna - all free of food allergens. The book has an easy to follow format which puts together a 4-week menu with full-color photos which should be motivation to anyone to try the Nutrition Foundation Program.

Look for this new book Ready, Set, Eat on book store shelves later in the fall—or reserve a copy through Faye’s website—www.specialneedsnutrition.com

A Thought--Gulf Oil Spill and Our Seafood Supply

2010-07-28T11:55:00.000-07:00

Last week I posted a blog on grilling shrimp, which by the way turned out great. As I read the article recommended here I had just completed reading another report on why China prices have begun to rise dramatically. It is amazing how an event a continent away can affect the small world we live in today.

None of us yet know the implicaitons of the BP Oil Spill in the Gulf; however the folks living along the Gulf Coast in LA, MS, AL and FL can tell you how it is affecting their lives and incomes. Of course this blog is about food so I hope you will appreciate the story attached--I purposely didn't suggest you "enjoy" the story because it is a tough read but a necessary one.

I would love to hear your thoughts on this.

http://eatocracy.cnn.com/2010/07/28/dishes-at-risk-cooking-on-the-gulf-coast/

Junior League of Tampa Culinary Collection

2010-07-28T11:24:00.000-07:00

Because Robin and I enjoy trying recipes from this series of books I am loving their blog--giving me inside scoop on the recipes. I think we will try this taco salad tomorrow night.

http://jltcookbooks.wordpress.com/2010/07/27/tot-taco-salad/