The Best Source (Cookbook Proposal)

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The Best Source is a captivating must-have cookbook, where sourcing the best ingredients from
trusted producers is an essential part of following a recipe. Unlike many local and sustainable
cooks, Emma Frisch has a fun, creative and authentic approach to cooking that is never
dogmatic. She delivers a practical and holistic way for readers to learn when, where, why and
how to buy both locally and globally produced ingredients. The Best Source will feature
approximately 125 recipes organized in traditional categories and illustrated with how-to photos.
Recipes will include farmers market produce like rainbow chard and heirloom tomatoes, as well
as internationally loved foods like pineapple, coconut, avocado and spices. Ingredients will be
paired with vignettes from small-scale, non-celebrity farmers, artisans and other culinary
producers and companies across the nation, along with stories and tips for global sourcing. The
stories collected will be universal, and resonate with readers seeking more affordable, healthier
and conscientious food choices. The Best Source satisfies the hunger of a growing community of
young consumers and burgeoning cooks ready to join the healthier, do-it-yourself food
movement that is defining their generation. This book will be a cutting-edge tool in the modern-
day kitchen, complemented by an interactive website with tips, tools and resources to guide
readers towards good food in their own neighborhood.

Emma’s expertise is rooted in the earth; her fascination with food and cooking grew from
personal exchanges through her work with farmers and food processors – the people most in tune
with preparing flavorful ingredients. She writes a successful food blog “Cayuga St. Kitchen”,
with an average of 450 unique views a day (www.cayugastkitchen.com). Her colorful, no-frills
tone is contagious and honest. As a self-taught home cook influenced by her multicultural
family, she keeps her message as simple as the food she writes about: not only will you be
surprised by how easy it is to cook delicious and wholesome food - you will love it!



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Mamma loves to remind me how I was often caught in the garden at age two, stark naked but for
my miniature red gumboots, gobbling cherry tomatoes off the vine. On the other hand, I only
remember the cafeteria trauma of mashed sardine sandwiches on whole wheat, my mother’s
surefire way to protect her child from making Twinkie trades. Mamma was one of those “mean”
mothers who refused to buy any foods that contained unpronounceable ingredients (like the
artificial sweetener Acesulfame-K). My friends’ favorite snacks, like cheese puffs, were a
mystery to me. We ate an incredible amount of fresh fruits and vegetables from the garden,
including winter preserves. Though my father shunned much of his British upbringing, Marmite
was a household staple. Likewise, Mamma was devoted to her Italian heritage; a meal was
incomplete without olive oil, and she fancied all parts of the animal. At age seven I bragged that
my favorite dish was cow tongue with green sauce, only realizing years later that cow tongue
was actually, well, cow tongue. In high school my pride rapidly deflated into sheer mortification
when friends stopped in for dinner. Nonetheless, I was a strapping teen, rarely ill and athletically
gifted.

Sixteen years after the garden episode, I was packed off to college, where I imagined a new
world of food possibilities. I quickly found a job at a fast food calzone shop near campus.
Ironically, this is where I first discovered the embarrassing conclusion that most young adults
suffer: my mother was right!

I had already prepped the calzone station, tearing open the plastic bags of fillings. I was hunched
over a copy of Fast Food Nation, a recently acclaimed bestseller, waiting for the late-night herd
of students to demolish one of the 40 plus calzones we offered. On page 120, my brow perked:
“Open your refrigerator, your freezer, your kitchen cupboards, and look at the labels on your
food. You’ll find ‘natural flavor’ or ‘artificial flavor’ in just about every list of ingredients.” I
yanked a bag from the garbage bin, scrutinizing the label. There it was, “natural flavor.” Eric
Schlosser goes on: “Both are man-made additives that give most processed food most of its
taste.” What? I peered down at my calzone. What was I eating? I continued reading, uncovering
hidden truths about an industrial food system to which I had been oblivious.

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I felt foolish, as I had been unleashed from my mother’s nourishing kitchen without a clue how
to shop, cook, and eat real food. I have no doubt she had tried to teach me. Now I would have to
sheepishly admit that I needed her help.

So there it was. Halfway through a buffalo chicken and blue cheese calzone plumper than my
head, I discovered a simple fact: at some point in life, we must learn how to feed ourselves,
despite our upbringing, influences or talents. I quit both my job and a food system in which I
could no longer trust.

They say “ignorance is bliss,” but when it comes to food, ignorance can be miserable: a poor diet
can lead to poor health, poor wallets, and poorly managed land. I would insist that the “freshmen
15” phenomenon is induced by college meal plans and not beer. Educating myself about food has
packed more pleasure into every bite than I could have fathomed. Like so many in my
generation, I began to take action, beginning with simple changes at home. Instead of waiting for
the grocery stores and restaurants to give me the real food I wanted, I found farmers who would,
and began to cook it myself. Now, I eat like a queen every day, and would not settle for less.

This is a declaration shared by so many people in my generation daring to redefine how our
nation shops, cooks, and dines. Although we are a minority, we are growing. However, there is
still a lot of work to do. I have friends and acquaintances that remain intimidated by the odd-
looking vegetables at the farmers market or the ethnic spices and sauces like lemongrass and fish
sauce in the supermarket’s Asian aisle. Some of the quirky, homemade products appearing at
retail stores might as well bear the label “Warning: Foodie Only,” which dismays anyone whose
deepest fears materialize when they set foot in the kitchen.

The Best Source will bridge this gap, continuing to inspire seasoned cooks, but foremost, will
welcome and instruct newcomers. This book will be freewheeling, fun, and bursting with great
ideas for off-the-cuff home cooking. I will include approximately 125 recipes in The Best
Source, organized in traditional, straightforward categories and, if at all possible, illustrated with
step-by-step photos. Within categories, recipes can be classified by season. The book will
provide readers with guidance on how to shop for food and stock their kitchen, introduce basic
techniques for storing and preserving food, and walk the reader through easy, delicious and
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creative recipes for everyday meals, and clever ways to repurpose the same ingredient for
multiple recipes.

The Best Source’s most unique element is the inclusion of products from exemplary farmers,
artisans, and small, culinary businesses. In some cases their products will simplify recipes by
cutting out a cooking process. Each recipe will tie one ingredient to a product vignette, which
includes an “ordinary” (non-celebrity nor commercial scale) producer’s story and tips that will
resonate with my readers. Although producers will be largely based in specific towns or cities
representing the diverse regions of the United States, I will also profile international foods. The
repetition of these universal vignettes, supported with additional shopping resources, will
familiarize readers with the types of products to shop for in their own neighborhood.

The recipes in The Best Source will assume that readers are entry-level conscientious shoppers
and cooks; the language, techniques and ingredients used will be simple and basic. However, my
recipes will reflect the diverse, eclectic, and communal food movement revolutionizing the
nation’s palate. My food is influenced by my multicultural family, tips from friends and
strangers, recommendations from food vendors and farmers, blogs and articles, or a whim from a
new discovery in my weekly farm share, like the recipe for watermelon radish. The results will
impress your mother, and even the meanest food critic!



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The Best Source will be the fundamental guide for the next generation of burgeoning cooks
struggling to gain the tools they need to govern their own kitchens. My audience is characterized
by younger, middle-class, working individuals and families with integral values: community and
service, trust and authenticity, and optimism. They seek palpable, efficient and high quality
experiences at affordable prices. Their immersion in digital and social media helps make
informed, value-driven choices, and identify worthwhile products and experiences. While a
growing number of consumers, cooks and eaters in this generation have embraced a “foodie”
approach to shopping and cooking, the majority is poised to discover new foodways in The Best
Source.

The audience demographic for The Best Source is spread across distinct groups of people at
varying stages of life who share in common a recent life transition. A snapshot of The Best
Source’s target audiences is as follows:

Working young adults (mostly female) who were recently hired at their first “career”
job at a corporation or non-profit company, or are switching to a new job in a new city.
They are ambitious, career-focused, and busy, but few are entrepreneurial. They work
hard and party hard. In between, they workout at the gym. This group tends to shop at
affordable chain supermarkets such as Stop & Shop and Safeway, or even Walmart if
they happen to be there. Whole Foods (affectionately called “whole paycheck”) and
specialty food stores are either too expensive or limited in options, but they do try to buy
“healthy,” “natural” and “organic” foods whenever possible. They get their coffee at
Dunkin Donuts, and sometimes Starbucks. They or a close friend has tried a dietary
trend, like gluten-free or vegetarian. They know that high–fructose corn syrup is bad.
They enjoy eating out a few nights a week, and wouldn’t consider themselves great or
dedicated home cooks, though in an effort to save more money and be healthier they have
resolved cook more!

Working, married mothers, who are dedicated career women but switched to part-time
work when they had children. The children come first! This mom has joined a book club
with other young mothers and is becoming involved in her children’s school PTA. She
shops at affordable supermarket chains, but feels better about shopping at Whole Foods,
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Trader Joe’s and especially the farmers market. Plus, the other moms are all eating local
and organic. She tries not to buy junk food, but the kids (and even her husband) are picky
and don’t like everything she cooks at home. After all, she only feels comfortable making
a few average meals and one or two dishes that everyone seems to love. Sometimes she is
just too tired and caves in – she’ll take the family out to Chili’s or occasionally
McDonalds, or maybe take-out pizza or Chinese. She gets her coffee from Dunkin
Donuts, and sometimes Starbucks. She really wants to feed her family (and herself) more
healthfully, but isn’t sure how to do a better job.

Sophomore, junior and senior college students (mostly female) who are no longer on a
pre-paid meal plan. For the first time, they are responsible for shopping and cooking for
themselves. They share a car with their friends to visit the nearest chain supermarket for
bulk buys, and pick up last minute staples and necessities at the nearest convenient store.
Visiting the farmers market is an entertaining or touristic activity, especially when family
is in town. They shop for cheap food, but try not to buy too much “junk”. They are
learning to make stir-fry and other basic dishes, but it can be tricky cooking at home
when roommates forget to clean the kitchen or disregard food-sharing policies.

According to Deloitte’s “Consumer Food and Product Insights” survey in 2011, the majority of
targeted readers work and earn less than $50,000 a year. In addition, as a result of higher gas
prices, consumers are shopping less frequently and in bulk. My readers will be interested in
affordable, wholesale, group buying and farm-fresh purchasing models introduced in The Best
Source, such as Community Supported Agriculture (CSA; a weekly farm produce share that
might cost no more than $25 per week), U-Pick and Cooperative Markets. However, the
economic value of these options is just one of several benefits that will interest readers.

Combined with a limited income, the general persona and principles of my audience has inspired
more conscientious and deliberate purchasing. According to media reports, this generation is
characterized by sheer optimism, spirit, and sense of service to the earth and its community. The
aforementioned models, such as CSAs, embody these values. My audience thrives in niche
communities and depends on those communities, like Facebook or a book club, for information
and recommendations. As a result, this is one of the toughest generations to coax into a purchase.
These consumers don’t buy into senseless trends, but are guided by what something stands for;
trust and authenticity are critical factors in decision-making, and food is no exception.

The Best Source will appeal to consumers who want to cook and eat healthier and more
sustainably produced food, but find it difficult to navigate the overwhelming options and obscure
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information. Where does food come from? How was it produced? What is in it? Is it good for
me? Can we trust the labels? Deloitte’s survey reveals that these consumers are becoming more
conscientious about their food choices and the stories behind them. The majority of respondents
reported that reading nutrition labels and product information was an essential part of making a
purchase. Seventy-two percent agreed that food companies’ sustainable production practices
were important to them and seventy-six percent reported that they were increasingly looking for
healthier food options at the store. The increased use of digital media and technology has helped
bridge the gap between the food we buy and the people who produce it by answering puzzling
questions, revealing facts and sharing real-life experiences.

Technology has made it possible for my audience to connect people and communities around
personal food experiences and information by broadcasting feelings and sharing images. While
the majority of readers do not make actual food purchases online, they use smart phones and
other devices to locate vendors, celebrate meals with friends who could not join them, share a
memorable experience at the farmers market, learn a new recipe, and verify the source. Google
alone records 10 million recipe searches a day, and forty-two percent of Deloitte’s survey
respondents said they would take advantage of a website that located a product’s country of
origin. The Internet has also become an open forum for demanding and getting the facts. For
example, media about the common commercial meat additive “pink slime” went viral on
Facebook, urging readers to read labels and seek out local, small-scale meat producers. The
conversation is rapidly evolving as food climbs to the top of readers’ agendas.

As it has been in the past, socializing revolves around casual, yet adventurous, food-centric
activities that invite collaboration, such as pizza night or a summer paella. In 2005 when I co-
founded a college farm-to-school program, I was playfully labeled as a “hippy” and an “idealist”.
By 2010, my friends and family were well acquainted with my own role models, like Michael
Pollan and other famous advocates for better food. It has become more socially acceptable and
common to share food stories, such as an ingredient-finding adventure or sharing a special craft
like homemade New York-style pretzels (or learning to make them together:
http://goo.gl/M9H2i)! As the conversation around food shifts in readers’ on and offline
communities, my audience is redefining the notion of the traditional supermarket aisle and
“table.” Increasingly, they are willing to go off the beaten path to find a coveted ingredient or
taste a new flavor.
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The Best Source will be the kitchen go-to for a sub-set of experienced, entrepreneurial cooks who
are actively carving out the food movement, constantly seeking fresh and innovative recipes,
producing bold flavors, and dishing them up in unexpected places. In addition to traditional
vending places like supermarkets, corner stores, cafeterias, restaurants and farmers markets,
these culinary entrepreneurs are dishing up their food at sidewalk food trucks, flea market stalls,
makeshift tables at underground markets, festivals, house parties, and retail stores. This market
segment will identify with the food and the people in The Best Source, in particular for those
vying to be featured on a page of this book. As a result, The Best Source will be prominently
displayed, and flipped open to producers’ vignettes at the sales counter and bookshelves of
independent bakeries, restaurants, cafes, and other foodie locales. The food producers featured in
The Best Source will be ordinary people (and not celebrities or commercial companies) with
delicious and trusted culinary businesses that span ethnic and geographic boundaries. The
unsung heroes in this book will bridge the gap between urban and rural, foodie and food desert,
and most importantly, farm to mouth.
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The Best Source will not be your average cookbook; it will be a staple on readers’ kitchen
shelves and their web browser homepages. The book will resonate with several trends indentified
in my target audience (see previous section): an increasingly visual culture where shareable
images precede words, bite-sized content available in more than one place, and the use of
multiple sources at once.

The Best Source will be available as a digital cookbook, embedded with links and multimedia,
and accessible on computers, tablets, and smart phones. The digital book and website will be
hosted at my website, where it will be integrated with my audience’s social media preferences
(see Marketing section). The recipes published in The Best Source will come to life with self-
produced how-to videos, vivid step-by-step photography, and links tied directly to the
ingredients, producer vignettes and recipes in the book. My own blog and website, currently
named Cayuga St. Kitchen, received over 43,000 views in just seven months! Through my site, I
will continue to provide my fans with a dynamic and vibrant feed of pictures, recipes, tips and
resource links.

In addition, The Best Source online will be the clearinghouse for product information and
shopping guides, pulling together resources and tools from across the web. For example, tips and
tools like seasonal food guides and top-rated humane meat producers will guide readers towards
finding the right ingredient for a recipe. I recently tested this idea with a fermented food index
for Ithaca, New York (www.cayugastkitchenferment.blogspot.com), which pairs locally
available products with recipes. In just one month the site received 1,500 unique visitors.
Complemented by an active and organic presence on the Internet, The Best Source will be the
go-to guide at the market and in the kitchen.
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I analyzed 25 potential competitor cookbooks, of which I identified 13 published since 2010 as
direct competitors. The distinction between the books in this list and The Best Source indicate
why this book will be revolutionary.

! Where as most competitors cater to a “foodie” or “locavore” audience, The Best Source will
target a more mainstream market, dominated by amateur cooks who are less informed about
good food choices.
! The content in The Best Source will assume that readers are entry-level conscientious
shoppers and cooks; the language, techniques and ingredients used will be simple and basic.
However, my multi-cultural influence and creative flair will still produce unique and
impressive results!
! The Best Source will sympathize with our busy, middle-class readers, providing alternatives
for finding processed goods and whole foods that do not require cooking or growing from
scratch.
! Whereas many of my competitors include producers’ stories, The Best Source improves upon
this concept by providing easy-to-use and actionable resources that will guide the reader
towards finding similar producers and products in their hometowns, and spark real
connections with their food sources.
! The producer stories included in my competitors’ cookbooks emphasize celebrity farmers,
chefs, and artisanal producers, whereas The Best Source will include a more diverse and
“ordinary” representation of unsung heroes, with an equal emphasis on all parts of the food
chain including both whole and processed foods.
! As opposed to focusing on a producer and his/her full range of products, the vignettes in The
Best Source feature a product, for which the producer’s story helps explain its quality.
! Whereas most competitors dedicate their cookbook to whole foods or processed (preserved
foods), The Best Source will reflect the common pantry, which includes a combination of
both.
! The lessons in The Best Source are foundational for any kitchen: urban or rural, big or small.
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I am a big thinker: determined, passionate and optimistic. These qualities have helped shape the
valuable and rewarding experiences that have prepared me for my greatest dream: to write a
cookbook! I am not your average cookbook author. As opposed to emerging from the kitchen as
a trained chef, my expertise is rooted in the earth. My fascination and respect for food grew
through personal exchanges with farmers and food processors – the people who know best how
to grow and prepare our ingredients. Including my mom. I was inspired to cook, and committed
to sourcing food from familiar faces, who always offered a tip for bringing out the utmost flavor.
I also became committed to sharing this joy, and basic human right, with my community.

For the past ten years I have studied food systems: how food moves from the farm to our mouths.
I have observed firsthand consumer behavior and food distribution chains in Kenya, Latin
America, and the United States, and informally throughout Southeast Asia and Europe. In
particular, my work in Ecuador taught me that consumers are the driving force that influence
how and what food is grown, and how it is sold. I realized that consumers’ modern day eating
habits were causing farmers to give up their traditions, including native crop varieties and
artisanal foods. This shift has deeply affected our health, our land, and our economy.

As an undergraduate at the University of Pennsylvania (Class 06’), I first discovered the
challenges of working with an industrial distribution system to make good food available to
everyone. Through an independent concentration in Food Studies (based on seven food-related
courses offered at the time), I co-founded a student-led local food group that sparked major
changes in campus dining. We worked with corporate food service providers Aramark and Sysco
to build connections with regional farmers and bring fresh, healthful food to campus. In 2012,
there are now 45 food-related courses on campus. In addition, a new, more receptive food service
provider, Bon Appétit, boasts a significant increase in sourcing local and regional ingredients for
student dining. As an intern and research assistant with Fair Food Philly in Philadelphia (2005-
2006), I helped develop a farm-to-institution (such as colleges and hospitals) tool-kit based on
interviews with farmers, food service providers, chefs and other food service personnel.

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I built on my interest in farm-to-school through research with the United Nation’s Food and
Agriculture Organization in Kenya (2005). I conducted field research with farmers and
schoolteachers in poor, rural communities to discover ways to replace imported corn-based
school lunches with locally produced fruits and vegetables. As a professional research consultant
for the Majora Carter Group (2010), I researched the farm-to-school landscape in New York
City, home to the nation’s second largest public feeding operation (after the U.S. army). I
identified potential partners for an urban agriculture project that would create new jobs and
provide fresh, affordable school food.

As the assistant garden manager and activities coordinator for two seasons at Millstone Farm in
Connecticut (2007 and 2009), I gained a profound understanding of the economic and climatic
challenges to growing food. I learned how to grow enough food to feed nearly 10 families
relying on a weekly farm share, or Community Supported Agriculture (CSA) model, in addition
to supplying produce for local restaurants and specialty markets.

In 2007, I traveled to Ecuador as a Fulbright scholar. I collaborated with a small non-profit,
EkoRural, on a long-term study of the Canastas Comunitarias, an urban-rural grassroots
movement for healthy, affordable food. Essentially, groups of poor families organize themselves
to pool funds for bi-weekly wholesale produce purchases in the public marketplace, which are
then divided among the families in the group and results in significant savings. The groups have
popped up across Ecuador; the most established groups are now working directly with farmers
and bypassing the market altogether. In order to conduct my research, I mastered Spanish,
learned basic Quechua, and became an active member of the community. As a result, I was able
to overcome the cultural challenges of being a foreign woman working in a machismo society.
My research led to the first publication on the Canastas, which appeared in LEISA magazine in
four different languages, and attracted international interest and funding (http://goo.gl/J2GtV).

In Ecuador, I first understood how food intersected with my passion for mountaineering and rock
climbing. The trails and glaciers that challenged me on my expeditions played a more crucial
role in the lives of the local people, who used them to transport livestock and water. This
awakening mobilized me to find new ways of linking the $100 billion outdoor tourism industry
with pressing needs around mountain agriculture.

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In 2009, Peaks Over Poverty (Peaks) was born. With support from my co-founder and a team of
volunteers, I established an online crowd-sourced fundraising and community-building platform
for EkoRural. In six months I led a promotional tour in the Northeast, and tripled web hits, the
opt-in mailing list, and social media activity on Peaks’ website. Using the platform, I launched
my own climb-a-thon to the summit of Volcano Cotopaxi (19,344 ft.), raising more than
$10,000. Peaks’ success led to its current partnership with Cornell Cooperative Extension (CCE),
one of the leading state-funded extension agencies in the country. As a fully funded program, I
am now able to work with a team of professionals to extend the platform’s use to changemakers
across New York State who want to bring a good cause to life. (While building this partnership, I
worked as a research assistant at Cornell University for the Collaborative Crop Research
Program, an international agricultural grant-making program of the McKnight Foundation.)

During my pro bono work on Peaks, in 2010 I joined my partner Bobby in Matagalpa,
Nicaragua, to open the first international guesthouse in the city: La Buena Onda. I spearheaded
the café’s development, including product procurement, recipe and menu development, pricing
and staff training. The café is centered on the relationships I established with sustainable farmers,
bakers and other culinary artisans and entrepreneurs in the region. This experience has imparted
incredible insight into communicating about food and satisfying consumer demand.

In August 2011, I moved to Ithaca in New York’s Finger Lakes region, home to one of the most
fertile and long-standing local food systems in the United States. Fortified by our first CSA share
that season, a proper kitchen, and the prospect of staying put for a while, I was inspired to build a
pantry! I had an oven and a refrigerator: the luxuries of first world countries! My daily Facebook
posts quickly spiraled into a full-fledged blog: Cayuga St. Kitchen (CSK).

CSK is bursting with my fervor for eating, thereby cooking, and thereby finding the right
ingredients! I am committed to my community of readers. Shopping for food is a central
component; each recipe details “Ingredient” and “Source”, a novel component for my readers.
Posts receive on average 450 unique views per day. Since August 2011, the blog has received
over 65,000 views, reaching 10,000 in March 2012. Readers hail from more than 10 countries on
four continents, including North America, South America, Europe and Asia, and island nations
in the South Pacific.

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The development of CSK has been among the most thrilling and enjoyable projects I have
worked on, and has helped prepare me to invest in a lifelong aspiration. CSK’s success led to my
connection with Mary Goodbody, nationally acclaimed writer, consultant, and cookbook editor.
Mary was excited about my idea for a cookbook and encouraged me to pursue my dream. Her
mentorship over the past five months has been invaluable. Writing this proposal has been a
process that feels entirely intuitive to me, as if it was just waiting to spill fourth! I am convinced
of its unique, current positioning for success, and committed to its manifestation.

F o r a c o mp l e t e l i s t o f p u b l i c a t i o n s , e v e n t s , a n d o t h e r p r e s s , p l e a s e v i s i t :
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2 0
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1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
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We are in the middle of a cultural food revolution, and our fast food nation is fast being
transformed by digital technology! Customers have meal planners, shopping lists, video tutorials
and instant at-home delivery of locally produced meals at their fingertips. They can find any
recipe (and usually 20 versions of it) with a simple Google search that includes results from food
bloggers, food networks, foodie communities and recipe sites. Social channels such as Pinterest
allow anyone to share and promote their kitchen creativity, pinning Witch-hat shaped cookies
and how-to-Mason-jar spice racks for a rainy day. Rather than buying a cookbook, people can
now join subscription-based sites such as Eat Your Books to search and find their favorite recipes
and cooking tips. With so many tools and resources at the cook’s fingertips, customers are
changing the way they explore and discover their kitchens. The digital cooking landscape is vast,
but the opportunities are endless.

While cooking forums and online conversation reveal that many people prefer meal planning
with digital tools, people still love to curl up on the couch with a cup of tea and a good
cookbook. In a recent poll from ProChef Smartbrief
1
73% of respondents still preferred the
traditional cookbook format to an e-book/application. When searching for a specific meal for the
few ingredients left in the refrigerator, there is nothing better than Google. But screens that need
to be reactivated or cleaned when something gets spilled are frustrating when cooking in the
kitchen. Cookbooks are sentimental. People pride themselves on the dog-eared pages, stains and
notes in the margins. As one person described, “an Internet search is a pleasant little fling, but a
cookbook is a lifetime love.”

Customers use both digital tools as well as tangible cookbooks in different ways. The holistic
experience around The Best Source and my blog, Cayuga St. Kitchen, will tap into all of these
behaviors. The Best Source will be the tangible go-to source of information and inspiration in the
kitchen whereas Cayuga St. Kitchen will keep customers excited and involved, looking forward
to each new recipe and even the next book!


1
ProChef Smart Brief hLLp://Llnyurl.com/cu4fy6L
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
2 2
The digital age has empowered people to not only explore and experiment within their kitchen,
but the access to information has spread the awareness and importance of local and sustainable
foods. Sites such as www.Localharvest.com and www.Farmplate.com help customers find local
produce, restaurants and other products near by, but unlike cooking resources, local and
sustainability tools and expertise is often limited to the food stalls at the local farmers market.
Young farmers and foragers, small-scale culinary entrepreneurs, aspiring bakers and chefs and
apprenticing artisans are a wealth of information and inspiration that has not yet fully penetrated
the cookbook and digital world cooking content. Cayuga St. Kitchen and The Best Source will
change that.

The Best Source’s foundational marketing strategy is to feature a network of food producers that
bring to life local products in a way that has never been done before. With the increasing interest
in farm-to-table food and the movement from shopping on Main Street instead of Walmart, this
cookbook will highlight the farmers and small businesses, their wealth of knowledge about their
produce and make it easier than ever to cook straight from the earth.

My different target audiences have different needs and reasons for why they want to eat local.
Most are already aware of the benefits of a healthier, local and sustainable food experience and
are in the process of exploring and discovering the options in their areas. People often change
their cooking routine and habits at key life moments such as starting a new job and needing more
energy, getting married, and starting a family and keeping loved ones healthy. Even a move
across the country or maintaining the ideal weight after a diet will trigger our audience to seek
out information on healthy, nutritious food options.

Consumers get information and learn new techniques and recipes from a variety of sources,
including vendors at the farmers market, mainstream tools such as Allrecipes.com, their favorite
food blogger, cooking channels or inspiration from photos shared via Instagram, Pinterest and
Facebook. I will target customers as they search for recipes, advice and content relevant to The
Best Source through all of these channels.

Once customers have already purchased The Best Source, I want to leverage their voices to
spread the word and share their experiences using the book. Not only will I stimulate book
reviews and ratings across sites such as Amazon, but also across Cayuga St. Kitchen’s social
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
2 3
channels. Where relevant within the book, I will encourage readers to show off their delicious
creations by sharing photos with my social channels like Facebook, as well as their personal
social networks.

My audience is digitally connected, with multiple sources of information at their fingertips. I
want to leverage the Cayuga St. Kitchen fan base to promote The Best Source and spread the
word. In addition, I will continue to build up a fan base through ongoing dialog and engagement
with newly acquired fans and customers.

The Best Source will be the foundation of information for my customers, while Cayuga St.
Kitchen will provide inspiration for an ongoing and evolving food journey for my readers.
Regular updates, new inspirations, ideas and content will keep readers engaged even after they
have read the cookbook cover to cover and are excited for more to come!
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
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MARKETI NG ROADMAP AND TACTI CS

In order to deliver on the above marketing strategy, I’ve detailed key tactics and actionable
elements for each of the four core marketing strategies:
1. Generate nationally diverse, but locally relevant content from partners across the country that
will form the basis for the vignettes featured in the book
2. Drive awareness and excitement for the release of The Best Source across offline and digital
channels relevant to the different target audiences
3. Establish Emma Frisch’s expertise in locally sourced and creative cooking; build credibility
and recognition of the brand name
4. Encourage ongoing customer engagement with Emma Frisch

Each tactic has been organized into four phases: pre-release, release, post-release and future to
signify an approximate timeframe and priority.

!"#$%&%'()%#&()*+&(,,-#.*/%'0%1#23)#,+4(,,-#'%,%/(&)#4+&)%&)#
The Best Source will build unprecedented hype around farmers and food producers of America
who are coming together to tell the stories behind their product. The “unsung heroes” in this
book will be non-celebrity, self-starters, and economically and geographically varied. They will
provide their expert recommendations and advice for cooking with the best ingredients. Using
the ingredient charts in Chapter 2 (see Sneak Preview section), I will hold a nationwide contest
for food producers to submit their products. Over 100 products will be selected, featuring the
producer’s story alongside the appropriate recipe in The Best Source. I will select contest
winners who demonstrate entrepreneurship and commitment, and will be invested in The Best
Source’s sale through their own marketing and community-based channels. The selected partners
will receive national exposure through the publication of The Best Source as well as ongoing
feauturettes across my digital channels. I will provide partners with press kits, tools and ideas to
promote themselves as well the cookbook across their own network of customers, friends and
community.


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1.1. Develop press release / Email outreach (pre-release):
• Distribute details about the competition across relevant sites, media channels, etc.
• Contact food producers individually with press release and competition details;
include personalized note about the opportunity with suggestions

1.2. Host competition on FrischKitchen.com (pre-release):
• Set-up a separate page on FrishKitchen.com where anyone including a direct
producer can submit a product to be featured in The Best Source.
• Each submission needs to include a photo, contact details for the partner and
tip/recommendation from the person who submitted the tip.
• ±10 products will be selected based on highest number of likes/votes so that
producers spread the word to friends and family to like/vote and drive pre-release
book awareness.
• ±90 other products will be chosen by Emma Frisch.

1.3. Feature local produce and content in The Best Source (release):
Over 100 products and their producers will be selected, and featured alongside the
appropriate recipe in The Best Source. Each vignette will include some or all of
following information:
• Featured product information including season, location and history
• Relevant shopping tip from the producer (i.e. when and where to buy, how to
identify the right product)

1.4. Develop and distribute marketing package per winner (release):
• Develop and distribute a marketing kit to all featured producers with content,
information about the book release for them to feature on their sites, etc.



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In order to drive awareness and excitement for The Best Source, I will provide a free PDF
download of one chapter in the book. Anyone can download the chapter after they tweet or share
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
2 6
a link to the book. Tweets, shares and mentions will drive immediate awareness and initial trial.
In addition, I will generate positive reviews on digital book sites such as Amazon and promote
gifting for a friend or family member. I will partner with mainstream recipe sites, networks, and
other target channels by providing recipe content and paying for occasional media buys to reach
new audiences. By submitting guest articles, blog content and even video on other food blogs
and channels, I will spread the word to other food-conscious consumers.

2.1. Enable Customers to Pay with a tweet/share for Chapter 1 (release):
• Set-up a separate page on FrishKitchen.com that is dedicated to The Best Source.
Page includes photo of the cover, an overview and explanation, and forward from
Annie Farrell
• Page includes link to download a PDF of Chapter 1; when the user clicks to
download they must “Pay with a tweet/share” before the download will start.

2.2. Incentivize Customers to review on Amazon.com (release):
• The PDF download will include a call-to-action at the bottom of each page asking
the reader to write a review on Amazon with a link to the Amazon page.
• The PDF download will also include a unique coupon code to buy the book on
Amazon.com
• Once a user has written a review on Amazon.com they will be provided with a
second unique coupon code that they can share with a friend.

2.3. Partner with Allrecipes.com (post-release):
Allrecipes.com is the world’s largest food site, the top food site for woman, and the
5th ranked social site – reaching 20MM-25MM monthly unique visitors monthly.
The Audience is very engaged – in 2011 alone the AR audience created, shared and
saved more than 55 million pieces of content on the site.
• Create a branded channel within Allrecipes.com and share all recipes from
www.lrlshklLchen.com to Allrecipes.com
• Feature banner ad with link to The Best Source when a user looks at or prints a
recipe from Frisch Kitchen.
• Work with Allrecipes.com to be featured video of the week or the featured cook of
the week on the site.
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2.4. Partner with Epicurious (post-release):
Epicurious.com, a Condé Nast Digital site, is the most award-winning food site on the web,
incorporating more than 30,000 professionally tested and created recipes from the premier
brands in food journalism, renowned cookbook authors, and celebrity chefs, as well as
150,000 member-submitted recipes.
• Work with Epicurious to write article content within the Seasonal Cooking articles
section in exchange for being interviewed within the people and places section

2.5. Guest Blog, publish articles and create content (post-release):
• Guest blog on 10-15 food blogs, communities, local publications, etc.
• Continue to cross-link with other blogs and websites
• Continue to make article contributions to other blogs, and to solicit article
contributions from notable bloggers on www.FrischKitchen.com
• Continue to publish articles in popular food blogs, magazines, newspapers,
newsletters and other relevant outlets

2.6. Guest appearance on YouTube/Brandcast (future):
YouTube has created BrandCast, essentially their own online TV network that features TV
style content including cooking shows.
• Organize a guest appearance on FoodFarmerEarth YouTube channel
hLLp://www.youLube.com/user/foodfarmerearLh
• Create a pilot for a series idea that could become it’s own channel either within
YouTube or separate TV Stations (e.g. National Geographic)2

2.7. National Book Release Events (release):
• Organize nation-wide promotional book tour
• Host a book release event at/with the Top 10 winners (i.e. restaurant, kitchen, farm,
farmers market, etc.)

2
I am currently working to develop and submit a pilot video to National Geographic. The pilot, temporarily called Eating from
Scratch, transforms ordinary cooking into an exhilarating and extraordinary adventure built on the premise that as the global food
chain becomes increasingly complex, it is critical for eaters to understand and trust where their food comes from and how it
affects their health, livelihood, and land. My identical twin sister and I propose to host worldwide expeditions with everyday
cooks, where the ingredients in simple recipes are vividly brought to life, directly from their source. In Eating from Scratch,
cooking and travel pair indispensably, forging life-changing connections between the eater (our viewer) and the people, plants,
and animals that make our food. (See the full proposal in Appendix B).
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• Organize partner events, promotions, giveaways and other collaborations with local
businesses, non-profits, clubs, groups and other relevant entities
• Create, participate in and promote a Frisch Eating series, cooking courses, and other
related events
• Arrange for public-speaking events and presentations

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I recognize the importance of creating an exciting and engaging brand around the content and
information that I provide. A key part of my marketing strategy is establishing and defining the
new brand identity around Emma Frisch. My identity will resonate with my readers; I am a
typical American home cook and eater. I am not a trained chef nor culinary student, and my life
seems impossibly busy. I have been researching and working in food sourcing for 10 years and
have a strong desire to feed myself better while supporting a food system that is healthier for the
land, the economy, social relationships and our collective health. My passion for food has spiked
my knowledge and expertise through my own research on food distribution and sourcing, my
own practice in the kitchen, and lessons from the people in my on and offline communities.
Because this is important to me, I make the time to cook, and eat! I believe that an increasing
number of people share these sentiments and are looking for a guide. I want to share my
positivity and joy for cooking, provide inspiration, and encourage experimentation and personal
creativity for my readers. My attitude is one of sheer optimism and excitement, and never
preachy nor apocalyptic. The Best Source and the ongoing content that I provide will make it
easier and more fun to shop from trusted sources like farmers, play with fresh produce and
unique spices, and show-off food creations! I want to share my decade’s worth of expertise
around food distribution, shopping and cooking with my readers as well as other food lovers,
providers and experts across the nation. In order to set my-self apart from the crowd and
establish my brand and identity I will carry out the following:

3.1. Consistent branding across all properties (pre-release):
• Create one photo and caption including “author of The Best Source” that will be
used as brand identity across all social sites, partnerships, book introduction, etc.
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• Establish a design, look and feel that is consistent across both The Best Source and
Frisch Kitchen

3.2. Rename Website/blog to Frisch Kitchen (pre-release):
• Rename Cayuga Street Kitchen to www.lrlschklLchen.com.
• Connect internal owned domains (e.g. Stamp/logo/symbol on each recipe that is
featured in the book, separate tab within Frisch Kitchen Facebook page that features
the book, etc.)
• Acquire URLs: In the process of securing website and social media domains for The
Best Source and FrischKitchen
• Maintain consistent blog posting (4-5 articles posted per week)

3.3. Tailored and relevant advertising (pre-release):
• Research and implement tailored advertising networks so that all ads on
www.lrlschklLchen.com are relevant to local producers, cooking, etc.

3.4. eCRM (Newsletter) and ongoing communication (release):
• Build an e-newsletter list and begin regular e-blasts
• Include a CTA within The Best Source that encourages readers to join mailing list
and subscribe to Frisch Kitchen RSS for ongoing updates
3.5. Tracking success (future):
• Install Google Analytics on my blog and website to track and analyze interaction,
engagement, advertising and eCRM
• Ensure the blog and website is search optimized to allow for easy navigation and
higher ranking in Google search results

The below diagram provides an overview of how all channels interconnect and drive to Frisch
Kitchen as well as The Best Source purchases.

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3 0



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The goal post-launch is to build-up the digital community and fan base around Emma Frisch
across four social networks: Facebook, Twitter, Pinterest and YouTube.

4.1. Facebook (release):
• Rename Cayuga St. Kitchen page to Frisch Kitchen
• Share all blog updates to Facebook page
• Buy Facebook ads targeting Facebook users and friends of users who already like
Frisch Kitchen Page for 1-2 months post book release driving them to The Best
Source purchase information
• Create 1-2 contests on Facebook to promote book release (e.g. “Recreate your
favorite recipe from FrischKitchen, tag and share for a chance to win a free, signed
copy of The Best Source).
• Encourage The Best Source readers as well as Blog readers to share and upload
photos of their personal creations to the Facebook wall.

4.2. Twitter (release):
• Rename Emma Kirwan (maiden name) account to Emma Frisch
• Tweet and retweet relevant articles, content and blogs

4.3. Pinterest (release):
• Rename Emma Kirwan (maiden name) account to Emma Frisch
Frisch Kitchen Blog/Website!
Partners Sites/Content (±100)!
•  Link to Frisch Kitchen!
•  Download pdf of Chapter 1!
•  Link to buy the Cookbook!
Occupy Your Kitchen!
•  Information and explanation!
•  Forward from Annie Farrell!
•  Download pdf of Chapter 1!
•  Link to buy the Cookbook!
Recipes/ article content:!
•  4-5 articles, recipes and other
content per week relevant to
season, holiday, local, etc. !
•  Link to social channels!
Resources:!
•  Cooking basics!
•  Resources!
•  Buzz!
About Emma:!
•  Expertise and history !
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• Add Pin-this roll-over button to all recipe images on www.lrlschklLchen.com
• Create 5-6 boards relevant to followers:
• Recipes board: Share 1x photo link with recipe title from all www.lrlschklLchen.com
recipes to Pinterest
• The Best Source board: Create a board specifically for the book that not only
includes a hint of content that reader would receive when purchasing but also re-
pinning similar content that drives people to the book board.
• Encourage The Best Source readers as well as Blog reader to share and upload
photos of their personal creations to the board.
• Tips board: Create specialty tip content that is spread across Pinterest as well as
visual step by step process for how to make something (e.g. mayo).

4.4. YouTube (future):
• Create a Frisch Kitchen YouTube page
• Start to create and upload video content to dedicated YouTube page
• Publish individual QR codes on select pages in The Best Source that link to
corresponding YouTube videos.


F o r a c o mp l e t e l i s t o f p u b l i c a t i o n s , e v e n t s , a n d o t h e r p r e s s , p l e a s e v i s i t :
h t t p : / / w w w . c a y u g a s t k i t c h e n . c o m/ p / p r e s s . h t ml
!
!
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3 2
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Foreword
The Foreword will be written be my personal friend, mentor, and renowned farmer, Annie
Farrell. The Best Source leads by example through the recipes and the culinary people featured in
this book. Annie “walks the talk,” however, she is far from ordinary; her story is inspiring and
will hook the reader. At age 17, she left her home and city lifestyle in Harlem to travel across the
country, finally settling in Bovina, New York, at age 25 where she started a family and a farm.
She built her own water pump and home, and fed five children on her year-round supply of fresh
and stored food. In the 1970s, Annie was the first grower to supply New York City restaurants
with organic, locally grown food. Her first customer was the landmark Rainbow Room, an
upscale restaurant and nightclub on the 65
th
floor of the Rockefeller Center Building. She has
since become a “rockstar farmer,” building farms and consulting for celebrities including Chevy
Chase, Annie Leibovitz, NPR’s CEO Gary Knell and others.

1. Introduction
This section will combine key elements from this proposal’s synopsis and overview, framing my
own journey towards embracing more conscientious eating habits and introducing The Best
Source’s cutting-edge approach to cooking.

2. The market basket: how to shop for food and stock your pantry
The product vignettes included in each recipe will begin to familiarize readers with trusted food
sources and brands. In order to more effectively guide readers towards similar products in their
own neighborhood, this section will feature a series of categorized food charts that include and
are limited to every ingredient used in the cookbook. The charts will act as shopping lists for
stocking the kitchen (see “Dairy and eggs” in Appendix C, and “Fresh fruits and vegetables” in
Appendix D). For each product listed, I will provide information for making good choices based
on:
• Where to shop
• How to read the label
• Packaging and storage considerations
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• Seasonal considerations
• Additional tips and resources

The content in the charts will be generated from my own expertise in certain categories, further
research, and contributions from experts like Marian Nestle, author of What to Eat
(http://www.foodpolitics.com/). Symbols for shopping locations and seasons will be applied to
the recipe ingredient lists throughout the book. Foods that can be homemade will reference a
recipe.

Categories will be as follows:
1. Fresh fruits and vegetables
2. Dairy and eggs
3. Meat and meat substitutes
4. Seafood
5. Nuts, seeds, and dried fruit
6. Pasta and grains, and dried legumes
7. Spices and herbs
8. Baking and breads (includes sweets and sweeteners)
9. Condiments & sauces (includes oils and vinegars)
10. Tea, coffee, and other beverages

The digital book will compliment this essential shopping guide, featuring a collection of
embedded links to state-of-the-art resources such as regional indices and seasonal guides (i.e.
farmplate.com and localfoodwheel.com), niche shopping guides like Seafood Watch’s regional
pocket reference to sustainable seafood (http://goo.gl/7xSEs), and other tips and tools for finding
the right ingredients in your neighborhood.

3. Befriending the kitchen: utensils and techniques for becoming your own source
In this section, I introduce the kitchen implements that readers will need to master basic
techniques that are often, and unnecessarily, shrouded in mystery. Through step-by-step
explanations, I will guide the reader through foundational cooking, preservation and storage
processes including: sautéing, roasting, canning, drying, freezing, introductory fermentation, and
storage guidelines. Although these skills can be applied to the recipes in this book, I will also
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 3
suggest how to find good alternatives to canned peaches, frozen greens, sauerkraut and other
preserved goods. I will include reference charts for cooking grains, translating measurements and
substituting ingredients. The interactive website will contain far more detail, with links to other
resources like Sandor Katz’s book Wild Fermentation, and a built-in measurement conversion
tool.

4. Breakfast and Brunch
This will include baked goods for breakfast, like muffins and scones.
5. Starters and Snacks
6. Soups
7. Salads
8. Sides
9. Entrees
Entrees will include beef, pork, seafood, vegetarian and pasta / noodle dishes.
10. Desserts
11. Condiments and Sauces
12. Glossary

1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 6
E:"C B:! <C <M:! MC = <! !

T h e h i g h l i g h t e d r e c i p e s a r e i n c l u d e d a s s a mp l e s

The market basket: how to shop for food and stock your pantry

Reference chart sidebars:
Curing sun-dried tomatoes in rosemary-infused olive oil
Syrian spice mix
Basic stock with bouillon cubes
Quick whole-wheat crust for pizzas, pastries and more!
Apple cider vinegar
Preserved lemons
Whipped cream

Befriending the kitchen: utensils and techniques for becoming your own source

Canning
1. Canned peaches
2. Spiced berry jam (as applies to other fruit, i.e. spiced peach jam)
3. Green tomato marmalade
4. Spiced apple chutney
5. Apple sauce

Breakfast and Brunch

6. Granola for every season and whim (2 page spread)
a. Freestyle granola
b. Maple pumpkin spice
c. Cardamom lavender
d. Chai orange
7. Spiced chocolate pumpkin pancakes
8. Blackberry and lemon poppy seed pancakes (dairy free)
9. Heirloom caprese omelet (or frittata)
10. Maple-glazed speck, egg, and Swiss cheese breakfast sandwich
11. Home fries crisped in sage butter
12. Grapefruit broiled with buckwheat honey
13. Whole wheat apple cardamom muffins
14. Chocolate cappuccino muffins
15. Blueberry, macadamia and thyme scones

Starters and Snacks

16. Pumpkin knots: garlic-oregano and spiced-maple
17. Cheddar, blue cheese and caramelized onion pizza toast
18. Kale chips with olive oil and sea salt
19. Toasting and roasting nuts and seeds (2 page spread)
a. Maple rosemary almonds
b. Curried cashews
c. Roasted chestnuts
d. Pumpkin seeds roasted with sea salt
20. Hummus with gruyere crisps (2 page spread)
e. Pesto hummus
f. Rosemary and sea salt hummus
g. Sesame hummus
h. Gruyere crisps
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21. Roasted garlic and black bean dip
22. Thyme, white bean and tuna dip
23. Herbed potato wedges with curried garlic aioli
24. Potato and chive latkes with applesauce
25. Spanatirokopita (Savory spinach and phyllo tart)
26. Guacamole and Salsa (2 page spread)
i. Spicy plum salsa
j. Pineapple salsa
k. Tomatillo and poblano pepper salsa
l. Guacamole to die for
27. Cheese fondue and fixin’s (Sidebar beverage: Blueberry and ginger beer kirsch cocktail)
28. Asparagus and wild rice croquettes

Soups

29. Spicy tomato and ham soup, with fried egg and popovers
30. Classic gazpacho
31. White bean, zucchini and dill soup
32. Cold watermelon soup with Thai basil
33. Garden vegetable soup
34. Citrus borscht with herbed goat cheese
35. Classic miso soup with napa cabbage and buckwheat noodles
36. Curried coconut and potato soup
37. Leek and potato soup, with gruyere crisps
38. Apple and rutabaga soup, with maple-rosemary almonds
39. Ithaca onion soup, with rye bread and sharp cheddar
40. Last-minute matzoh ball soup, for any occasion

Salads

41. Shredded red cabbage salad with fresh herbs and roasted pumpkin seeds
42. Lentil salad with curry-roasted vegetables
43. Wild rice salad with garden vegetables, dried fruit and nuts
44. Micro greens with orchard apples and grapes, blue cheese and toasted almonds
45. Pesto chicken salad
46. Fall harvest salad, with broccoli, pears and toasted hazelnuts
47. Raw beet and wakame seaweed salad
48. Sesame butter bean, orange and watermelon radish salad
49. Kalamata olive and masala kale salad
50. Escarole salad with sweet n’ sour onions and sardines
51. Romaine salad with shaved celery, curried spiced walnuts, and curried-yogurt dressing (Sidebar:
classic croutons)
52. Italian tuna salad
53. Mission figs, blue cheese and rice noodle salad
Sidebar: Peach, tomato, mint and chive toss

Sides

54. Coconut roasted beets with lemongrass, lemon zest and curried cashews
55. Sesame roasted carrots, parsnips and onions with capers and Dijon sauce
56. Grilled leeks and asparagus with browned sage butter and lemon zest
57. Jerusalem artichokes sautéed with mint and toasted pine nuts
58. Ginger-lemon roasted brussel sprouts
59. Roasted squash and artisanal hotdog with shaved parmesan
60. Kohlrabi slow-simmered with applesauce, raisins and red wine vinegar
61. Aloo gobi (cauliflower and potato sauté)
62. Grilled corn with chili lime butter
63. Kale sautéed with maple syrup, apple and ham
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64. Green beans with raspberry-maple-balsamic vinaigrette and toasted almonds
65. Nutty gorgonzola quinoa with acorn squash seed oil
66. Quinoa tabouli with falafel
67. Gallo-pinto (Nicaraguan rice and beans)
68. Pomodoro ripieni (Stuffed tomatoes)
69. Broccoli rabe sautéed in anchovy sauce, with poached egg
70. Carrots seared with buckwheat honey
71. Eggplant, garlic and parsley stir fry
72. Caramelized bacon and broccoli florets with cheddar popovers
73. Whole wheat cornbread

Entrees

Vegetarian
74. Lentil-shitake vegan burgers (or add cheese)
75. Peanut lentil stir-fry
76. Leek, Potato and Gorgonzola Pizza with sunny-side up egg
77. Pumpkin olive tart
78. Tuscan bird’s nest
79. Spicy butternut squash tagine
80. Coconut-pineapple curry over purple sticky rice
81. Rainbow daal, with coconut-barbecued tofu
82. Eggplant-rutabaga ratatouille with toasted almonds and candied lemon peel
83. Gogonzola-dijon gratin, with broccoli, mushrooms and potatoes
84. Delicata squash and kale pie
85. Vegetable pot pie

Pasta and Noodles
86. Gnocchi (Homemade optional)
a. With pesto and sun-dried tomatoes
b. With herbed garlic sauce
87. Buckwheat noodles and green beans in sesame and garlic black bean sauce, with fried egg and
kimchi
88. Tuna and cheddar casserole
89. Spicy sausage and kale linguine
90. Penne pasta with parmacotto, basil and cherry tomatoes
91. Spaghetti with roasted tomato and bell pepper ragu
92. Penne pasta with cauliflower and turnip greens in bagna cauda (anchovy sauce)
93. Capellini with baby clams and tat soi
94. Blue cheese Alfredo spaghetti with mushrooms and bacon
95. Traditional pad thai

Pork and Beef
96. Saranac Stout burgers
97. Polpettine (Italian meatballs) (2 page spread)
a. Spinach-artichoke linguine with polpettine
b. Polpettine, pesto and mozzarella grinder
98. Osso bucco
99. Miso steak with bok choy and wild rice
100. Lemongrass pork with mustard greens and fried garlic, over wild rice
101. Adobo beef with roasted potatoes and brussel sprouts
102. Herbed ginger-soy beef and vegetable skewers with horseradish sauce and parsley pesto

Chicken
103. Tamari-ginger grilled chicken
104. Baked chicken breast, stuffed with apples, blue cheese and thyme
105. Lemon-garlic whole roasted chicken
106. Pulled chicken in honey-Dijon gravy
107. Coriander chicken breast roasted with fennel, garlic scapes and preserved lemons
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Seafood
108. Wild Alaskan salmon with lemon-tarragon crème fraiche and caramelized onions
109. Thai orange curry seafood stew
110. Fish burritos: pan-fried pollock with fixin’s
111. Squid roasted in tomato sauce over brown basmati
112. Seared scallops with balsamic red onion compote and roasted parsnips
113. Breaded lemon sole, baby potatoes with sun-dried tomato olive oil and sea salt
114. Baked haddock with sun-dried tomatoes, capers and lemongrass, Bhutanese red rice pilaf

Desserts

115. Gimme tiramisu
116. Blueberry cobbler with fresh cream
117. Extraordinary apple crisp pie
118. Plum-lavender macaroon thumbprints
119. Chocolate chip and cherry cookies
120. Oatmeal cookies
a. Classic oatmeal raisin
b. Tropical paradise
c. Maple-pecan
121. Amma’s citrus salad
122. Castillo del cacao brownies
123. Cranberry carrot cake with orange zest frosting
124. Candied orange and lemon peels, dipped in rosemary-lavender chocolate

Condiments and Sauces

125. Basic mayonnaise
126. Ketchup
127. Mustards
a. Plum horseradish
b. Spicy stout vanilla
c. Classic honey mustard
128. Barbecue sauce
129. Roasted tomato and bell pepper pasta sauce
130. Pesto
a. Roasted sunflower seed pesto
b. Parsley pesto
c. Garlic scape pesto
131. Spicy thai peanut sauce
132. Hoisin sauce
133. Roasted tomatillo sauce
134. Dressings and Vinaigrettes (2 page spread)
a. Honey-mustard-lemon dressing
b. Lemon-tahini dressing
c. Goddess dressing
d. Champagne vinaigrette
e. Ginger-tamarind dressing
f. Orange-balsamic-maple vinaigrette
g. Sesame-honey dressing
h. Curried-yogurt dressing
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= HRBM:! E:"C B:= !
!
Increasingly, our nation’s eaters are demanding to know the truth about what we eat. The Best
Source’s recurring premise is to open readers’ eyes about the facts behind what they are eating
by tying recipes to food that appears in their daily lives. Like mayonnaise! The goal will be to
give my readers the confidence to stand up and take action, starting with a fork.

Cardamom Lavender Granola
Rosemary and Sea Salt Hummus, with Gruyere Crisps
Curried Coconut and Potato Soup
Sesame Butter Bean, Orange and Watermelon Radish Salad
Carrots Seared with Buckwheat Honey
Vegetable Pot Pie
Penne Pasta with Parmacotto Ham, Basil and Cherry Tomatoes
Lemongrass Pork with Mustard Greens and Fried Garlic, over Wild Rice
Squid Roasted in Tomato Sauce over Brown Basmati
Cranberry Carrot Cake with Orange Zest Frosting
Basic Mayonnaise

!
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!
As a self-proclaimed granola junkie, my first attempt at this recipe was a positively perfect batch:
a fragrant blend of flower and spice, wholesome, and filled with clusters that we are all guilty of
picking out of the store-bought box. Exquisite with lemon yogurt and banana slices!

Yields: 6 to 8 (1/2 cup) servings
Preparation time: about 10 minutes
Cooking time: about 1 hour

1 long sprig dried lavender (about 3.5 inches) or 1 teaspoon lavender spice
10 whole cardamom pods or 1-! teaspoons ground cardamom
2 whole cloves or " teaspoon ground cloves
5 cups rolled oats or quick oats
1/3 cup hemp seeds (optional)
1/3 cup raw wheat germ
1/3 cup golden or brown flax seeds
1/3 cup raw, sesame seeds
2/3 cup honey
1/3 cup extra-virgin olive oil or light olive oil
" teaspoon pure vanilla extract
! cup dried blueberries or golden raisins

1. Preheat oven to 275°F.
2. If you are using a sprig of dried lavender, strip the leaves from the stem over a small bowl.
Create a coarse powder by crushing the lavender with your fingers, in a mortar and pestle, or
with a spice grinder. Return to the bowl (or put the lavender spice in the bowl).
3. If using whole cardamom pods, crush the pods with the bottom of a mug or similar tool and
discard the husk-like skins. Put the small black balls beneath the skin (or the ground
cardamom) and whole cloves (or the ground cloves) in a small saucepan. Toast the spices
over medium heat for about 3 minutes, stirring occasionally, until fragrant. Transfer the
spices to a mortar and crush with the pestle to a fine powder. (Alternatively, you can use
spice grinder, or a mug to crush the spices on a cutting board, although the powder won’t be
as fine.) Add to the bowl with the lavender.
4. In a large bowl, mix together the oats, hemp seeds, wheat germ, golden or brown flax seeds,
and sesame seeds. Add the spices and stir thoroughly with a fork to distribute all the
ingredients evenly.
5. In separate bowl, use a fork to whisk together the honey, olive oil, and vanilla for about 30
seconds or until nearly blended (the ingredients won’t blend fully).
6. Pour 2 tablespoons of the honey mixture into the dry ingredients, mixing with a fork.
Continue adding 2 tablespoons of the liquid ingredients at a time, until the granola is well
mixed with the dry ingredients. There should be no dry oats on the bottom of the bowl and
the granola should look “wet.”
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7. Spread the granola on 2 baking sheets, pressing it firmly with the back of a spatula to make
#-inch-thick layers. (You can use 1 baking sheet, baking half of the granola at a time.)
8. Bake for about 1 hour or until golden brown, like a camel’s hide. To get those precious
clusters, do not flip the granola with a spatula!
9. Let the granola cool on the baking sheet for at least 30 minutes. The longer it rests, the more
cluster-filled it will be. (I often let the granola cool overnight, draped with a clean
dishtowel.)
10. Once the granola has cooled, use a spatula to loosen big chunks of granola from the baking
sheet(s). Transfer the granola to an airtight container with a tight-fitting lid. Add the dried
blueberries or golden raisins to the container and shake lightly to mix with the granola, but
don’t disturb the chunks! I like to store my granola in a half-gallon jar. The granola will keep
at room temperature for up to two weeks (though it won’t last that long), or longer in the
refrigerator.

Note: Depending on the size of the baking sheet, the granola may or may not reach the edges.
The important thing is that it is pressed to an even depth of # inch.

Product Spotlight: ex. Lavender from Lavender Crest Farm, Keuka Lake, NY
(http://goo.gl/m1LR4)
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Fresh rosemary and coarse sea salt add a soothing and refined touch to this healthy, easy classic.
Hummus keeps well in the refrigerator and is good for dipping vegetables, spreading on
sandwiches and turning on your guests’ taste buds while they wait for the main course.

Yields: 8-10 appetizer servings, or 2 cups
Preparation time: about 15 minutes

Hummus:
1 (15 ounce) can garbanzo beans
2 cloves garlic, coarsely chopped
1 long sprig fresh or dried rosemary (about 3.5 inches) or 1 teaspoon
Juice of 1 lemon, freshly squeezed
1/3 cup extra virgin olive oil
1 teaspoon sea salt

Gruyere Crisps:
8 whole-wheat tortillas
1 1/2 cups shredded Gruyere cheese,

For Hummus:
1. Drain the juice from the garbanzo beans into a small bowl. Set the bowl of juice aside. Put
the drained beans in a blender or the bowl of a food processor.
2. If you are using a sprig of fresh rosemary, strip the leaves from the stem and chop finely. If
you are using dried rosemary, strip the leaves from the stem and crush with your fingers.
3. Add the rosemary, drained garbanzo beans, garlic, lemon juice, olive oil and sea salt into the
blender or food processor. Pulse to blend the ingredients into hummus.
4. If the hummus is too thick and difficult to blend, add 1 tablespoon of the garbanzo bean
water at a time, blending until you have a smooth, creamy consistency.
5. Transfer the hummus to a small bowl and drizzle with olive oil. Decorate with a sprig of
rosemary.

For Gruyere Crisps:
1. Place an oven rack in the middle slot of the oven.
2. Preheat the oven to 300°F.
3. Lay out four tortillas on a baking sheet.
4. Sprinkle a thin, even (about " inch thick) layer of shredded Gruyere cheese on the surface of
each tortilla. As a strong cheese, you are just aiming for the Gruyere to lend a subtle flavor
rather than a thick, gooey center. A thick layer of cheese will prevent the crisps from being,
well, crispy!
5. Lay another tortilla on top of the cheese, sandwiching it in like a quesadilla. Cut the tortillas
into wedges, about 1.5 inches wide at the rounded edge.
6. Transfer the wedges to a baking sheet, and bake for about 10 minutes on the middle oven
rack, or until the edges of the tortilla curl up and brown at the edges.
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7. Transfer the crisps to a plate and let them cool before serving.
8. Dip merrily.

Product Spotlight: Tortillas
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"># # ' $3! "*, *.>& ! %.3! B*& %& *! 2 *>5!

A comforting dish for a wintry night, with playful traces of warmer, exotic lands. Best served
with a crusty slab of bread. For the base of the soup, the celeriac root is a brilliant substitute for
celery that is usually available at farmers markets later in the season. It keeps in the refrigerator
for a couple months (see pg. ___ for storage tips)!

Yields: About 6 servings
Preparation time: About 10 minutes
Cooking time: About 35 minutes

3 tablespoons coconut oil (or substitute with light olive oil)
1 large yellow onion, diced
1 cup celeriac root, diced (or substitute with 2 sticks celery)
2 medium carrots diced, or approximately # cup diced carrots
1 tablespoon Parsley and Roasted Pumpkin Seed Pesto (pg. __) (or substitute with 1 tablespoon
minced garlic plus 1/2 cup chopped parsley leaves)
1 (approximately 13 ounce) can whole coconut milk
1 cup vegetable or chicken stock (see pg. __)
1 tablespoon yellow curry powder
1 teaspoon sea salt
! teaspoon turmeric powder
! teaspoon freshly ground black pepper
" teaspoon garam masala
5 cups potatoes, cut evenly into ! inch cubes
2 bay leaves
Boiling water, enough to barely cover the vegetables
Chive for garnish (optional)

1. Bring a full kettle of water to boil.
2. Meanwhile, put the coconut oil in a large pot and heat over medium-high. After 2 minutes,
add a piece of diced onion; if the onion sizzles, the oil is hot enough.
3. Add the onions to the pot and stir until soft and translucent.
4. Add the carrots, celeriac root (or celery) and parsley pesto (or garlic, but not parsley leaves)
and stir, coating the vegetables in the coconut oil. Cover the pot with a lid and let the
vegetables continue sautéing for 5 minutes.
5. Add the stock, coconut milk, parsley (if using substitute), yellow curry powder, sea salt,
turmeric powder, garam masala, and pepper. Stir well and cover for another 5 minutes, or
until liquid begins to froth and boil.
6. Add the potatoes and bay leaves to the pot, followed by the boiling water from the kettle.
Add enough water so that it just barely covers the potatoes.
7. Reduce heat to medium-low and cover the pot with a lid. Simmer for about thirty minutes, or
until potatoes are fork tender.
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8. Remove the pot from the hot stovetop. Using a slotted spoon, scoop out the bay leaves and
discard.
9. Let the soup cool for about 10 minutes.
10. Transfer half the soup to a blender or food processor and puree into a creamy consistency.
Return to the remaining half of the soup in the pot. (You can also choose not to puree the
soup, or to puree the whole batch).
11. If the soup is too thick, add a tablespoon of water at a time, to create a more liquid
consistency.
12. Spoon 2 ladles of soup into each bowl, sprinkle with chives and serve.

Note: This soup can be stored in the freezer for reheating (see pg.___).

Product Spotlight: Nicaraguan coconut oil producers or Indian spice producers
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The watermelon radish is a beauty to gaze at. This salad is a spritely marriage; the radish's fire is
tampered by the butter bean's sweet, smooth complexion. Inspired by the simple French snack of
toasted bread lathered with butter and thinly sliced radishes, and a fellow CSA member’s citrus
and watermelon radish salad.

Yields: About 4 servings
Preparation time: About 10 minutes
Cooking time: About 20 minutes

Salad:
1 tablespoon extra virgin olive oil
1 small yellow onion, thinly sliced
1 bunch (or about 4 tightly packed cups) of coarsely chopped spinach, chard, kale or mustard
greens
3 oranges
3 small watermelon radishes (or about 1 cup), scrubbed, unpeeled and thinly sliced into half
moons
1 (15-ounce) can butter beans, or substitute with Great Northern White Beans
3 tablespoons sesame seeds

Dressing:
Juice off 1 orange
2 tablespoons sesame oil
1 tablespoons low-sodium soy sauce
1 tablespoon honey, maple syrup or agave nectar
! teaspoon sea salt
" teaspoon freshly ground black pepper

For salad:
1. Put the olive oil in a small saucepan and heat over medium-high.
2. Add the onions and sauté, stirring occasionally, until they begin to caramelize and brown.
Transfer the onions to your salad bowl and set aside.
3. Blanching the greens: Bring a pot of water to boil. Prepare a bowl of cold water in the sink.
When the water begins to boil, add the greens for a mere 30 seconds, or until they turn bright
green. Remove to the ice water bath to halt the cooking. Drain the greens in a colander and
allow them to dry in a salad spinner or air dry on a towel. Add to the salad bowl.
4. Peel 2 oranges and remove the sheer white casing from each slice so you remain with pure
pulp, in tact. Cut each slice into thirds and add them to the salad bowl.
5. Add the prepared watermelon radishes to the salad bowl. (Set a few aside for garnishing the
salad).
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6. Drain the butter beans and add to the salad bowl.
7. Toasting the sesame seeds (optional): In a small skillet, toast the sesame seeds over medium
heat. Shake the pan every 30 seconds to evenly toast. Watch carefully or they will burn when
you turn your back! When the seeds begin to pop, take them off and add to the bowl.

For dressing:
8. Whisk all ingredients together.
9. Add the dressing to the salad bowl and toss the ingredients together.

Note: Scramble your leftovers with eggs and serve warm!

Product Spotlight: Watermelon radish


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Buckwheat honey makes magic with this impossible-to-resist side dish.

Yields: 4 servings
Preparation time: 5 minutes
Cooking time: 10 minutes

2 tablespoons unsalted butter
1/4 onion, sliced thinly
1 tablespoon buckwheat honey
2 cups thinly sliced carrots
1/4 teaspoon sea salt
1 teaspoon crushed, dried thyme

1. Melt the butter in a medium saucepan over medium-high heat.
2. Add the onions and stir for about 2 minutes until soft and translucent. Cover with a lid and
allow the onions to caramelize for about 5 minutes.
3. Remove the lid and add the buckwheat honey.
4. As soon as the honey melts, add the carrots, sea salt and thyme. Stir thoroughly, coating the
carrots with butter and honey.
5. Cover the pan with the lid and simmer for about 7 minutes, until carrots are al dente (just
about to be tender, but still firm).

Note: Excellent served alongside Baked haddock with sun-dried tomatoes, capers and
lemongrass, Bhutanese red rice pilaf (p. ___)

Producer Spotlight: Bee Raw's rare varietal buckwheat honey (http://beeraw.com/ )
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D$/$& %16 $! B*& ! B' $! !

This dish reminds me of a funny back alley café in Gibraltar. I was seventeen, on family
vacation, and Papa let me wash down my pie with a pint. My stepfather Peter, an England native
like Papa, claims the phrase “pot pie” is American-born. Though it may well be, to my muddled
senses and heritage a good “pot pie” conjures a longing for home, a friendly hearth and a cozy
belly.

Yield: 4 entrée servings, or 6 side dish servings
Preparation time: About 1 hour
Cooking time: About 1.5 hours

Filling:
1/2 cup dried mung beans
2 cups water
1 tablespoon olive oil
Evenly diced into about " inch pieces
1/4 yellow onion, or about ! cup
1 celery stalk, or about ! cup
2 carrots, or about ! cup
1 tablespoon garlic, minced
1 teaspoon sea salt
! teaspoon freshly ground black pepper
1 long sprig fresh or dried rosemary (about 3.5 inches) or 1 teaspoon rosemary spice
Dash nutmeg
1 potato or about # cup, cut evenly into " inch cubes
1 cup water
1 tablespoon vegetable bouillon paste, or ! cube vegetable bouillon
2 tablespoons butter
2 tablespoons all-purpose flour
1 tablespoon dry white wine

Crust:
See pg. __ for preparing the dough ahead of time. You will need at least 30 minutes to make the
dough, and 1 hour to let it rest in the refrigerator (unless you have prepared the dough ahead of
time and can simply defrost).

For Filling:
1. Put the mung beans and 2 cups of water in a small pot. Bring the water to a boil, and then
reduce to simmer. Cook for about 40 minutes, or until the beans are on the verge of being
mushy, like the classic British mushy peas.
2. Meanwhile, put the olive oil in a large saucepan and heat over medium-high.
3. Add the onion to the olive oil and sauté until soft and translucent.
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4. Add the celery, carrots, garlic, salt, pepper, rosemary and nutmeg. Stir and cover for about 5
minutes.
5. Add the potatoes and stir again, mixing the ingredients together.
6. Cover the contents of the saucepan with 1 cup of water, or just enough to cover the
vegetables.
7. Bring the water and vegetables to a simmer and add the bouillon, dissolving it in the water.
Simmer for about 30 minutes.
8. When the mung beans are done, add them to the saucepan and mix in with the rest of the
ingredients.
9. Remove the vegetables and mung beans from the stovetop and set aside.
10. In a small saucepan, melt the butter over medium heat.
11. Add the flour and wine, stirring together with a wooden spoon. When you have a creamy and
consistent mixture, add 1 1/2 cups of the vegetables and broth, and about 3 ounces of just
broth. Stir until you have a thick consistency. Cover and set aside.

For crust and assembly:
1. Preheat the oven to 375°F.
2. Use a round or square 9-inch baking dish. (The beauty of this olive oil-based dough is you do
not need to pre-grease the pan).
3. Roll out the dough to about 1/4 in. thick. Place the dough in a baking dish, so that it lines the
bottom and the edges and rests around the rim.
4. Spoon the filling on top of the dough, so that it rises evenly with the edge of the dish.
5. Roll out another square of dough and place it on top of the filling.
6. Seal the edges with a fork, pressing the top layer of dough onto the bottom layer to create
ridges along the rim. To help seal the dough better, dab the sandwiched side of the dough
with water. Trim the edges with a knife or fork. (You can sprinkle the edges with cheese and
add to the oven for a simple flatbread).
7. In the center of the top layer of dough, use a knife to make two perpendicular slits, like a
cross. This will allow the filling room to breathe as it bakes.
8. Bake for 40 minutes, until crust is toasted brown.
9. Enjoy with a glass of deep, red wine or a mug of winter ale.

Note: To add a gourmet shine to your pie, beat one egg and 1 teaspoon of milk in a small bowl.
Using a pastry brush, lightly coat the crust with the egg mixture.

Product Spotlight: Bouillon
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 2
B$..$! B%2 & %! 0' & )! B%# +%, *& & *7 ! 9%2 ' 6 ! %.3! ")$# # 8! <*+%& *$2

A perfect pasta, where the ingredients speak for themselves. The sophisticated notes retain a
sense of comfort and simplicity. Returning from our CSA pick-up, laden with fresh basil, Bobby
recalled a pasta dish from a trip to Cortona, brightened with tufts and tufts of the lightly wilted
herb. A revival of that delicious memory!

Yield: 4 entrée servings
Preparation time: 7 minutes
Cooking time: 10 minutes

1/2 (16-ounce) box of fusilli or penne pasta, semolina or durum wheat pasta
3 tablespoons freshly minced garlic
3 tablespoons extra virgin olive oil, of good quality
5 deli slices of parmacotto speck, cut into 1 in. x 1/4 inch strips (or substitute with cooked ham
or prosciutto)
2 cups cherry tomatoes, the most varied collection you can find
1/3 cup dry white wine
2 tablespoon pasta water
! cup finely grated Parmesan cheese, plus extra for serving
! teaspoon sea salt
! teaspoon freshly ground black pepper
1 huge handful of basil leaves

1. Fill a medium pot with water to about 1 ! inches below the rim. Add a pinch of sea salt and
bring the water to a boil over high heat.
2. Meanwhile, put the olive oil in a medium saucepan and heat over medium. After about 2
minutes, add a piece of garlic. If the oil sizzles, it is hot enough.
3. Reduce heat to medium-low and add the garlic.
4. Promptly add the parmacotto, and stir for about 2 minutes or until garlic becomes light gold
in color.
5. Add the tomatoes and lightly crush them with the back of a spatula. Stir for about 1 minute.
6. Add the wine and the 2 tablespoons of water from the pasta pot. Simmer the garlic,
parmacotto, and tomatoes for about 5 minutes in the pan, uncovered.
7. At this point, the pasta should be al dente. Using a slotted spoon, transfer the pasta to the
saucepan.
8. Stir in the Parmesan, salt, and pepper with the pasta mixture.
9. While the pasta is simmering in the sauce, coarsely chop the basil. (This is done last to
prevent it from oxidizing and turning black in color).
10. Add the basil and mix with the pasta.
11. Remove the pasta from the heat and transfer the pasta to a serving bowl.
12. Top each serving with a few extra gratings or thin slivers of Parmesan.

Product Spotlight: ex. Parmacotto Speck from The Piggery (www.thepiggery.net)
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 3
M$+*./# %2 2 ! B*# -! 0' & )! R>2 & %# 3! I# $$.2 ! %.3! ;# ' $3! I%# 6 ' , 7 !
*($# ! F' 6 3! E' , $! !

I must have been possessed by a back-alley Vietnamese mamma when this dish materialized in
my kitchen. Or, this is a perfect example of how quality ingredients have a life of their own. This
dish evokes the pure essence of mindful eating: impossible to concentrate on anything else.

Yields: 4 servings
Preparation time: 30 minutes
Cooking time: About 1 hour

Rice:
1 cup wild rice blend
2 " cups water
1 tablespoon unsalted butter
2 tablespoons soy sauce (preferably low-sodium)
1 ! teaspoons fish sauce
1 tablespoon cane sugar
! teaspoon dried lemongrass
Pinch dried red chili pepper
2 tablespoons sunflower oil (or other vegetable oil)
1 tablespoon minced garlic
2 bratwurst, chopped into ! inch slices
Pinch of salt, depending on the saltiness of your soy sauce
3 cups mustard greens, shredded or thinly chopped

1. Put the wild rice and water in a pot and bring to a boil over high heat. Reduce to a simmer
and cover with a lid.
2. Cook for about 50 minutes, checking occasionally to make sure the rice is not burning on the
bottom of the pot. (If so, add 1 tablespoon of water at a time to keep cooking).
3. When the rice is cooked, remove from heat (but it is not necessary to remove from the pot)
and mix in the butter.
4. Meanwhile, prepare the bratwurst and greens.
5. In a small bowl, mix the soy sauce, fish sauce, cane sugar, lemongrass and chili pepper. Set
aside the sauce aside.
6. In a wok or large saucepan, heat the canola oil on high. Test the heat by dropping in a piece
of garlic. If it browns instantly, it's ready.
7. Add the garlic and fry until golden brown. As soon as the garlic browns, remove the pan
from the heat and use a slotted spoon to immediately transfer the garlic to a separate bowl or
piece of paper towel (the garlic will continue to cook once removed, so be careful not to
burn). Set aside for the moment.
8. Return the pan to the stovetop and reduce to medium heat. Add the bratwurst. Stir with a
wooden spoon until the oil begins to foam.
9. Add the sauce and continue to stir for about 3 minutes. The bratwurst and sauce will continue
to foam.
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 4
10. Add a pinch of salt, stir, and cover for 5 minutes.
11. Next, add the mustard greens, stir and cover the pan with a lid. Turn the heat to low and
simmer for about 7 minutes, stirring occasionally, until the greens are dark in color and fully
wilted. Remove from heat.
12. To impress your fellow eaters, pack the rice into a shallow cup or small bowl. Flip it over
onto the plate to form a neat mold. Topped the rice with the pork and greens. Sprinkle with
fried garlic.

Note: Store leftover fried garlic in a container in the refrigerator.

Product Spotlight: Wild rice
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 3
= Y>' 3! = 6 *0X = ' ++$# $3! ' .! <*+%& *! = %>, $7 ! *($# ! 9# *0.!
9%2 +%& '

Squid, how delicious! A favorite from Mamma’s kitchen; this impressive entrée disguises its
simple preparation. The delicate, ocean flavor of the squid melds beautifully with the ripe
complexion of tomatoes and herbs.

Yields: 4 servings
Preparation time: Varies depending on the tomato sauce used
Cooking time: About 1 hour

1 pound fresh squid, tubes and tentacles please!
1 cup brown rice
2 cups water
1 teaspoon butter, salted or unsalted
# cup Roasted Tomato and Bell Pepper Sauce (p. ___), or substitute with a pre-made jar of
tomato sauce
" cup dry white wine

1. Put the brown rice and water in a pot and bring to a boil over high heat. Reduce to a simmer
and cover with a lid.
2. Cook for about 45 minutes, checking occasionally to make sure the rice is not burning on the
bottom of the pot. (If so, add 1 tablespoon of water at a time to keep cooking).
3. When the rice is cooked, remove from heat (but it is not necessary to remove from the pot)
and mix in the butter.
4. Place the squid in a colander in the sink and remove the hard, plastic-like cartilage from
inside the tubes.
5. Rinse the squid tentacles and tubes thoroughly. Using very sharp kitchen scissors or a sharp
knife, cut/slice the tubes into ! inch-wide slices. Keep the tentacles in tact.
6. Heat the tomato sauce and white wine in a medium saucepan over medium-high.
7. When the sauce begins to bubble, add the squid reduce the heat to medium-low.
8. Simmer the squid in the tomato sauce for about 30 minutes.
9. To impress your fellow eaters, pack the rice into a shallow cup or small bowl. Flip it over
onto the plate to form a neat mold. Top generously with the squid and tomato sauce!

Note: Pair this with Coconut and Lemongrass Roasted Vegetables (p. __)

Product Spotlight: Tomato sauce
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 6
"# %.1$# # 8! "%# # *& ! "%-$! 0' & )! A# %./ $! Z$2 & ! ;# *2 & ' ./ ! !

Happy Birthday Bobby! A more sophisticated birthday cake, made with love, olive oil,
cranberries and orange zest. This satisfies the carrot cake essentials: rich, moist, and dense.
Inspired by a recipe from Metropolitan Bakery, my favorite neighborhood eatery in West
Philadelphia.

Yields: 1 double-layer, 9 inch round cake
Preparation time: About 30 minutes
Cooking time: About 1 hour

Cake:
1 ! cups all-purpose flour
1 ! teaspoon ground cinnamon
" teaspoon ground cloves, or powdered clove
" teaspoon ground nutmeg
1 ! teaspoon baking powder
1 teaspoon baking soda
1 " cups extra-virgin olive oil
1 ! cups organic cane sugar
4 large eggs
! teaspoons vanilla extract
3 cups grated carrots
Optional: ! cup walnut pieces, toasted (see pg. __) and coarsely chopped
Optional: # cup pecans, toasted (see pg. __) and coarsely chopped
# cup dried cranberries (find ones only sweetened with apple juice, and not preserved with weird
names)
2 tablespoons hot water (Faucet)

Frosting:
4 tablespoons unsalted butter, softened
1 (6 ounce) package cream cheese
# cup heavy cream
3 tablespoons confectioners’ sugar
1 tablespoon orange juice, freshly squeezed
1 tablespoon orange zest, plus a little extra for sprinkling
! teaspoon vanilla extract

For cake:
1. Preheat the oven to 350°F, and move an oven rack to the central rung.
2. Grease your two 9-inch round cake or pie pans with butter. (The difference is that cake pans
are deeper. Use what you have, or a combination of both).
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 7
3. Put the flour, cinnamon, cloves, nutmeg, baking powder, and baking soda in a bowl and mix
together. If you have a sifter, you can pour the flour mixture through the sifter over a separate
bowl, or just mix thoroughly with a fork.
4. In a separate large bowl, beat the olive oil and cane sugar with a fork (beating vigorously in
small circles) or an electric mixer on low speed.
5. Add one egg at a time to olive oil and sugar, beating well after each addition.
6. Add the vanilla and beat again.
7. Stir the flour mixture into the bowl with the liquid ingredients and continue to beat until all
the ingredients just come together.
8. Add the carrots, walnuts, pecans, cranberries, and water. Mix well.
9. Pour the batter into the pans.
10. Put the pans on the center oven rack, and bake for 30 minutes.
11. Turn the oven down to 325°F and continue baking for 10 more minutes, or until a toothpick
inserted in the center of the cake comes out clean.
12. When the cake is done, remove the cake pans and let them cool for about 15 minutes. Next,
gently run a knife or thin spatula around the outer edge of the cake to loosen it from the pan.
Placing the palm of your hand on the top of the cake, gently flip the cakes onto a wire rack to
cool. (If you do not have a wire rack, you can balance a grill rack over a bowl, allowing air to
pass underneath).

Note: The cake will take longer to cook in a deeper pan. Ovens also heat differently. If the
toothpick does not come out clean after 45 minutes, reduce the heat to 300 and continue baking,
checking repeatedly with the toothpick. Be sure to adjust this recipe for altitude as well (see pg.).

Note: When working with flour, do not over beat, which overworks the gluten and makes the
cake chewy. Just beat enough to mix.

For frosting:
1. Put the butter in a bowl and beat the butter until creamy using a fork or electric mixer on
low-speed.
2. Add the cream cheese and continue to beat until smooth.
3. Add the heavy cream, confectioners’ sugar, orange juice, orange zest, and vanilla. Beat until
you achieve a creamy consistency.
4. If your cake layers are different sizes (depending on the pans you used), the thicker layer
should be on the bottom. Using a sharp or serrated knife, slice the top surface of the bottom
layer, creating a flat, even surface for placing the second layer on top.
5. You must wait until the cakes are completely cooled to begin frosting, or the frosting will
melt right off!
6. Using a spatula or the back of a spoon, frost the first cake layer, coating the flat surface and
edges. Place the second layer on top and coat the exposed surfaces.
7. Dust the cake with orange zest for elegant sprinkles!

Note: If you do a lot of baking, always save the paper wrappers from the butter sticks in the
fridge for greasing pans.

Product Spotlight: Carrots
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 8
9%2 ' , ! R%8*..%' 2 $

How the #1 selling condiment in the U.S. can revolutionize the palate and the food system

Most Americans have a jar of mayonnaise in their refrigerator. In 2010 nearly 400 million jars of
mayo were sold in the U.S., valued at $1.258 billion. Just five companies generated these sales; a
third of those sales and the #1 best-selling condiment in the country was Hellman’s Mayonnaise.
That’s a lot of mayo in the hands of a few, with big implications for our health and the
environment that are hidden from most eaters!

I cannot help thinking that a fair portion of the 65 billion eggs produced annually in Confined
Animal Feeding Operations (CAFOs) end up in a jar of Hellman’s. CAFO, a term coined by the
U.S. Environmental Protection Agency, refers to an operation where animals are confined
indoors without natural vegetation or light, and with a “pollution profile.” The sheer quantity of
manure and other waste produced has caused serious environmental damage and water
contamination. Poor quality, corn and cereal-based animal feed also results in less nutritious and
lower quality eggs, not to mention the added costs of energy for grain production. Have you ever
compared the color of a grass-fed hen’s egg to a commercial hen eggs? The bright yellow, firm
yolk of the pasture-raised hen is impressive, with an unrivaled and rich taste! Oh, the taste!

Still more absurd is the amount of energy used to provide us with the convenience of Hellman’s,
when in fact it may not be more convenient at all! Americans consume more than a quarter of the
world’s energy, of which food-related energy use is over 15%. Approximately 40% of that
energy is used for the production of fertilizers and pesticides (necessary for producing
commercial soybeans) and 23% is used for processing and packaging food. Transportation
consumes an incredible amount of energy as well, with the average American foodstuff traveling
about 1,500 miles before being consumed, according to experts in the field. A trip to the
supermarket to purchase a jar of mayonnaise can take anywhere from five minutes to an hour,
when it takes at most ten minutes to make mayonnaise at home. Oil and eggs are household
staples, and lemons tend to be, too. Why not make it?

But what else are we eating in mayonnaise? A jar of Hellman’s also contains soybean oil, water,
vinegar, salt, sugar, lemon juice, natural flavors and calcium disodium. In Fast Food Nation Eric
Schlosser revealed that “natural flavors” are man-made chemical additives meant to disguise
tasteless commercially processed food with the illusion of home-cooked food. Additional
chemicals like calcium disodium prolong that illusion on the shelf.

What I’m really wondering is what are vinegar, salt, and sugar doing in this jar when a perfectly
good batch of mayonnaise can be whipped up from three ingredients: one cup of olive or
vegetable oil, one egg yolk, and a tablespoon of lemon juice? The flavors can be magnified with
fresh rosemary or curry. Homemade mayo will last a week in the fridge if you can keep your
housemates and family at bay!

1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
3 9
Store your mayonnaise in a glass jar in the refrigerator for up to a week.

Yields: About 1 (6 ounce) jar or 1 cup
Preparation time: About 5 minutes
Cooking time: About 5 to 10 minutes

1 egg yolk, separated from egg whites
1 cup extra virgin olive oil, or other neutral oil such as grapeseed, sunflower or vegetable
1 tablespoon freshly squeezed lemon juice or white wine vinegar
Sea salt to taste

1. Put the egg yolk in a medium bowl and beat with a wire whisk or fork.
2. As you beat, begin to add the oil, literally one drop at a time.
3. When the consistency begins to thicken, or emulsify, you can begin to add the oil a bit faster,
in a thin and steady stream.
4. If the consistency becomes to thick, add a few drops of lemon juice or vinegar to thin out the
mayonnaise.
5. Once you have added all of the oil, stir in the lemon juice or vinegar and salt.

Note: You can add a dash of dry mustard powder to alter the taste, or upgrade to a Curried Garlic
Aioli (pg. ___)

Product Spotlight: Eggs


1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
6 0



H55$.3' L! H! [! K$& %' 6 $3! , *+5$& ' & ' ($! %.%6 82 ' 2 !
H55$.3' L! 9[! <D! *# ! ?*><>1$! =$# ' $2 ! B# *5*2 %6 ! !
H55$.3' L! "! \! K! [! =%+56 $! 2 )*55' ./! />' 3$2 !
HBB:@KC]!
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
6 1
Ap p e n d i x A

9 * * - ! @ % +$ !
^ H > & ) * # _ !
Q* 0! ' 2 ! & ) ' 2 ! 1 * * - !
slmllar! & * ! < ) $ ! 9 $ 2 & !
= * > # , $ ` !
Q* 0! ' 2 ! & ) ' 2 ! 1 * * - !
3 ' 4 4 $ # $ . & ` !
F$ 1 2 ' & $ ! B > 1 6 ' 2 ) $ # ! % . 3 !
B > 1 6 ' , % & ' * . !
K % & $ !
Make Lhe 8read,
8uy Lhe 8uLLer
(!ennlfer 8eese)
Pow Lo economlze and
lmprove quallLy by maklng
Lhlngs yourself LhaL are
LradlLlonally sLore-boughL
(ex. mayo).
1hough 8eese has a brlef dlscusslon on
lngredlenLs ln Lhe beglnnlng of her book,
when she suggesLs "buylng" over
"maklng" a food, she does noL gulde Lhe
reader on how Lo flnd Lhe rlghL
producLs. 1he Lable of conLenLs ls
exLremely broad and noL as user frlendly
(ex. "8eak Lo 1all"). 1he 8esL Source wlll
gulde readers Lowards boLh "good"
lngredlenLs and ready-made producLs.
1he Lable of conLenLs wlll be LradlLlonal,
common, "frlendly" caLegorles for Lhe
burgeonlng cook.
hLLp://www.a
mazon.com/
Make-8read-
8uy-8uLLer-
ShouldnL/dp/
1431603870/
ref=sr_1_1?le
=u1l8&qld=1
331690289&s
r=8-1
lree Þress (CcLober 18,
2011)
Pomegrown and
Pandmade: A
ÞracLlcal Culde Lo
More Self-8ellanL
Llvlng (ueborah
nlemann)
Lncouraglng readers Lo
move away from lndusLrlal
agrlculLure, whlch
condones food made wlLh
arLlflclal lngredlenLs LhaL
can lead Lo poor healLh,
and ls economlcally and
envlronmenLally
unsusLalnable. Asks
readers Lo Lake conLrol of
Lhelr food supply from
seed Lo plaLe.
nlemann focuses on redlscoverlng
LradlLlonal homesLeadlng skllls, lncludlng
comprehenslve guldes Lo gardenlng and
ralslng llvesLock, and how Lo cook wlLh
Lhose producLs. lnsLead, 1he 8esL Source
sympaLhlzes wlLh Lhe busy ready,
focuslng excluslvely on shopplng and
cooklng. l polnL Lhem Lowards fresh food
sources and lnLroduce baslc klLchen
Lechnlques Lo help exLend Lhe llfe of Lhe
garden. Powever, l never assume LhaL
Lhe reader wlll have Llme Lo preserve
food, and Lherefore, provlde alLernaLlves
for flndlng year-round good quallLy
producLs.
hLLp://www.a
mazon.com/
Pomegrown-
Pandmade-
ÞracLlcal-Self-
8ellanL-
Llvlng/dp/08
63717028/ref
=pd_vLp_b_3
1
new SocleLy Þubllshers,
Crlglnal edlLlon
(CcLober 23, 2011)
1he Locavore's
klLchen: A Cook's
Culde Lo Seasonal
LaLlng and
Þreservlng
(Marllou k. Susko)
Cooklng and preservlng
wlLh fresh, locally
produced lngredlenLs for
year-round consumpLlon.
1he LlLle alone llmlLs Lhe audlence for
Lhls book. 1he focus ls sLrlcLly on fresh
lngredlenLs. 1he 8esL Source ls geared
Lowards readers who are noL self-
proclalmed locavores, and ln many
cases, may be lnLlmldaLed and repelled
by Lhls noLlon slmply because Lhey
cannoL ldenLlfy. 1he 8esL Source wlll
lnLroduce how Lo cook and preserve
wlLh fresh, locally produced food and
alLernaLlves, Lhe language used wlll noL
assume LhaL Lhe reader ls
knowledgeable abouL Lhese Loplcs, nor
LhaL Lhey are already a cook.
hLLp://www.a
mazon.com/1
he-
Locavores-
klLchen-
Seasonal-
Þreservlng/d
p/082141938
2/ref=sr_1_3
?s=books&le
=u1l8&qld=1
331690332&s
r=1-3
Chlo unlverslLy Þress, 1
edlLlon (AugusL 16,
2011)
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
6 2
lood Peroes: 16
Cullnary ArLlsans
Þreservlng
1radlLlon (Ceorgla
Þellegrlnl)
1he sLorles of dedlcaLed
food arLlsans across Lhe
counLry.
Lmphasls on LradlLlonal, fadlng Lrades.
More narraLlve Lhan reclpe (only 32
reclpes - Lhe arLlsans' reclpes, as
opposed Lo Lhe auLhor's reclpes wlLh
arLlsanal producLs lncorporaLed). 1he
8esL Source wlll feaLure Lhe arLlsanal
producLs more promlnenLly Lhan Lhe
sLorles. ln my book, arLlsanal (whlch
refers Lo handcrafLed foods) applles Lo
boLh "dylng" and modern meLhods used
by small-baLch, cullnary enLrepreneurs.
A more generous array of producLs and
people wlll be feaLured ln Lhls book,
from Lhe fleld Lo Lhe plaLe, and ln
beLween!
hLLp://www.a
mazon.com/l
ood-Peroes-
Cullnary-
Þreservlng-
1radlLlon/dp/
80037uC71C/
ref=pd_vLp_b
_14
SLewarL, 1aborl &
Chang (SepLember 1,
2010)
urban ÞanLry:
1lps and 8eclpes
for a 1hrlfLy,
SusLalnable and
Seasonal klLchen
(Amy ÞennlngLon)
1hrlfLy, susLalnable, local,
and do-lL-yourself.
1he focus ls on Lhe urban panLry and
home-garden, and prlmarlly lncludes
reclpes for sLocklng Lhe panLry. 1he 8esL
Source wlll lnclude panLry reclpes and
Lechnlques, buL wlll focus more heavlly
on affordable, susLalnable shopplng and
cooklng.
hLLp://www.a
mazon.com/
urban-
ÞanLry-
8eclpes-
SusLalnable-
Seasonal/dp/
1394833460/
ref=pd_vLp_b
_24
SklpsLone Þress, llrsL
ÞrlnLlng edlLlon (Aprll 1,
2010)
1he ÞreservaLlon
klLchen: 1he CrafL
of Maklng and
Cooklng wlLh
Þlckles, Þreserves,
and Algre-doux
(Þaul vlranL)
Seasonal dlshes. Þalrlng
canned producLs wlLh
reclpes.
Cannlng manual and cookbook, wlLh a
sclenLlflc focus and deLalled guldellnes
on preservaLlon. 8eader ls expecLed Lo
make canned goods and cook wlLh
Lhem. 1he reclpes ln 1he 8esL Source wlll
lnclude Lhe use of canned and preserved
goods, LhaL ln some cases Lhe reader has
made from reclpes ln Lhe "sLocklng your
panLry" secLlon. Powever, lf a reclpe
calls for preserves, l wlll provlde Llps for
flndlng Lhose producLs ln your
nelghborhood lnsLead of maklng Lhem.
hLLp://www.a
mazon.com/Þ
reservaLlon-
klLchen-
Cooklng-
Þreserves-
Algre-
doux/dp/160
7741008/ref=
pd_slm_sbs_
b_23
1en Speed Þress (Aprll
3, 2012)
WashlngLon lood
ArLlsans: larm
SLorles and Chef
8eclpes (Leora
8loom)
Þroflle of 17 dlverse
growers, ranchers, and
flshermen, wlLh reclpes
LhaL feaLure Lhelr
producLs.
LlmlLed number of arLlsans/farmers
represenLed. Lxcluded Lo one end of Lhe
food chaln, for example, doesn'L
represenL processed or value-added
foods (ex. sauerkrauL or cheese).
narrowed by sLaLe. 8eclpes from
renowned area chefs. 1he 8esL Source
wlll focus equally on each parL of Lhe
food chaln, represenLlng processors as
well as growers and chefs. leaLured
producers wlll span Lhe counLry, and wlll
be "ordlnary" people and noL necessarlly
celebrlLy farmers and chefs. 8eaders wlll
be able Lo relaLe Lo Lhe people (and Lhelr
producLs) represenLed ln my reclpes.
hLLp://www.a
mazon.com/
WashlngLon-
lood-
ArLlsans-
SLorles-
8eclpes/dp/1
370616604/r
ef=pd_slm_s
bs_b_30
SasquaLch 8ooks (Aprll
24, 2012)
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
6 3
8l-8lLe MarkeL's
LaL Cood lood: A
Crocer's Culde Lo
Shopplng,
Cooklng &
CreaLlng
CommunlLy
1hrough lood
(Sam Mogannam)
1he closesL compeLlLlon
ldenLlfled. "lnnovaLlve
shopper's gulde and
cookbook rolled lnLo one."
Pow Lo buy food and
reconnecL wlLh Lhe people
and places LhaL feed us.
Pow Lo declpher labels
and Lerms. CreaLlng
communlLy Lhrough food.
Ceared Lowards a dlverse,
noL necessarlly "foodle"
audlence.
AuLhor (owner of 8l-8lLe) guldes reader
Lhrough hls grocery sLore - slLe speclflc.
1lps emphaslze quallLy and freshness
over orlgln and producer. 1he 8esL
Source wlll focus more heavlly on a
producL's orlgln and how lL was
produced, and lf processed, Lhe
lngredlenLs lL conLalns. l provlde readers
wlLh buylng crlLerla for a wlde range of
reLall and wholesale markeLs where Lhe
reader mlghL shop, and noL [usL one
locaLlon.
hLLp://www.a
mazon.com/8
l-8lLe-
MarkeLs-LaL-
Cood-
lood/dp/138
008303x/ref=
pd_slm_sbs_
b_29
1en Speed Þress
(CcLober 18, 2011)
1he larmer's
klLchen
1he ulLlmaLe
Culde Lo Ln[oylng
?our CSA and
larmers MarkeL
loods
(!ulla Shanks,
8reLL Crohsgal)
Seasonal, how-Lo gulde. Audlence ls narrowed Lo farmers markeL
shoppers and CSA subscrlbers. Pow Lo
cook wlLh and sLore farm-fresh produce.
uescrlpLlon of frulLs and vegeLables. 1he
8esL Source wlll be a cookbook for a
more dlverse audlence, lncludlng
farmers markeL goers and CSA
subscrlbers, buL more lmporLanLly
supermarkeL shoppers who are noL yeL
famlllar wlLh Lhese alLernaLlves or
unable Lo access Lhem ln Lhelr
nelghborhood.
hLLps://www.
creaLespace.c
om/3363036
CreaLeSpace (!anuary
31, 2012)
Cook 1hls now:
120 Lasy and
uelecLable ulshes
?ou Can'L WalL Lo
Make (Mellssa
Clark)
"Many people wanL Lo eaL
well, organlcally and
locally buL don'L know
where or even when Lo
begln,..."
"... slnce Lhe offerlngs aL Lhelr local
farmers markeL change wlLh Lhe
season." locus ls llmlLed Lo cooklng wlLh
fresh, seasonal lngredlenLs sourced from
farmers markeLs. 1he 8esL Source wlll
focus on a broader range of lngredlenLs.
ln addlLlon Lo fresh, seasonal food, l wlll
provlde reclpes LhaL lnclude alLernaLlves
when Lhey aren'L avallable as well as
processed goods, such as condlmenLs,
preserves, fermenLed foods, and oLher
essenLlal lngredlenLs.
hLLp://www.a
mazon.com/C
ook-1hls-
now-
uelecLable-
ulshes/dp/14
01323987/ref
=pd_slm_b_1
4
Pyperlon (CcLober 4,
2011)
Pome Made
(?veLLe van
8oven)
"Whlle her reclpes are
rooLed ln a naLural, from-
scraLch cooklng
phllosophy, van 8oven ls
never preachy (she
doesn'L use Lhe word
ºorganlc"), she belleves
LhaL Lhls way of cooklng ls
fun and LhaL Lhe dlshes
slmply LasLe beLLer." SLep-
by-sLep how-Lo book.
Slmple layouL. Cffers
Some lngredlenLs are hard Lo flnd,
wlLhouL Llps on how Lo source (ex.
double-smoked chlcken breasLs). A
reader commenLed "Lhls cookbook ls
mosLly for advenLurous cooks." 1he
reclpes ln 1he 8esL Source wlll be more
baslc, wlLhouL sacrlflclng gourmeL flalr
and lnnovaLlon. Anyone can cook Lhese
reclpes! l wlll always gulde Lhe reader
Lowards an lngredlenL, or provlde an
alLernaLlve lf hard Lo flnd.
hLLp://www.a
mazon.com/
Pome-Made-
?veLLe-van-
8oven/dp/13
84799463/ref
=pd_slm_b_9
SLewarL, 1aborl &
Chang (SepLember 1,
2011)
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
6 4
varlaLlons on reclpes, from
slmple Lo fancy.
Pomemade:
lrreslsLlble
Pomemade
8eclpes for Lvery
Cccaslon
(Clodagh
Mckenna)
Þreparlng your own food
ls more healLhy and
saLlsfylng. AuLhor ls a
champlon of local food,
arLlsans and LradlLlonal
cullnary skllls.
ÞreservaLlon / sLocklng
your panLry. SLep-by-sLep
lnsLrucLlons, easy Lo
follow.
lncludes household Llps, edlble glfLs,
decoraLlons and oLher MarLha SLewarL-
esque chapLers. locus on menus for
occaslons. 1he 8esL Source wlll focus
excluslvely on shopplng and cooklng.
hLLp://www.a
mazon.com/
Pomemade-
lrreslsLlble-
8eclpes-
Lvery-
Cccaslon/dp/
1906868468/
ref=pd_slm_b
_36
kyle 8ooks, 8eprlnL
edlLlon (May 16, 2011)
ParvesL Lo PeaL
(uarryl LsLrlne
and kelly
kochendorfer)
8eclpes collecLed from
across Lhe counLry, reclpes
Lell sLorles abouL
lngredlenLs (arLlsans, such
as cheese makers, and
farmers such as ranchers).
Popes Lo bulld a
connecLlon beLween
consumers and Lhe
producers.
SLrong focus on chefs, processors, and
growers - less of a gulde Lo flndlng Lhese
foods ln your own nelghborhood.
"Cardeners, farmers, and anyone who
cares abouL Lhe quallLy and provenance
of Lhe food Lhey eaL and feed Lhelr
famllles." 1he 8esL Source Lakes Lhe
premlse of bulldlng Lhe connecLlon
beLween eaLer and
grower/processor/chef one sLep furLher
by provldlng readers wlLh an easy-Lo-use
resource gulde for esLabllshlng Lhose
connecLlons ln Lhelr nelghborhood. 1he
8esL Source reaches a more malnsLream
audlence, and wlll lnclude readers who
are noL already aware of Lhe "quallLy
and provenance of Lhe food Lhey eaL."
hLLp://www.a
mazon.com/
ParvesL-
PeaL-
Cooklng-
Amerlcas-
ArLlsans/dp/1
600832348
1he 1aunLon Þress,
2010

1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
6 3

Ap p e n d i x B

Eati ng from Scratch

Me e t t h e Ho s t s

We are identical twins and first-generation
Americans, raised in New England. Our Italian
mother fed us from the kitchen garden; her only
threat for misbehavior was “head in the compost
bin!” Beyond our immediate family of nine
children, our relatives settled every continent
but Antarctica, lending to an eclectic upbringing
filled with travel and cultural discovery. As
children, our favorite foods included black
pudding, trippa and cow tongue, ackee and
saltfish and other foreign marvels. Our early
experiences shaped us into successful social
entrepreneurs, committed to a global vision for
better eating and education.



Sy no ps i s

Eating from Scratch transforms ordinary cooking into an exhilarating and extraordinary
adventure. Wendell Berry famously wrote: “We are what we eat,” and in order for humans to
thrive, we must eat. As the global food chain becomes increasingly complex, it is critical for
eaters to understand and trust where their food comes from and how it affects their health,
livelihood, and land. Join Emma and Dimity on their worldwide expeditions with everyday
cooks, where the ingredients in simple recipes are vividly brought to life, directly from their
source. A refreshing mango lassi on the sweltering streets of Jodhpur transports the viewer to a
perfumed costal mango grove, a small herd of pasture-roaming cattle, the manufacturer of
traditional earthenware cups for serving lassi, and the vats of lassi fermenting inside the specialty
vendor’s hut. A lesson on making spiced pumpkin pancakes, an autumn favorite for the Currier
Family in Ithaca, New York, reveals the sprawling pumpkin patch on Ellis Hollow Lane, the
golden fields of wheat milled by Cayuga Pure Organics, and the seething vessels of rich maple
syrup that flow from a local sugar shack. In Eating from Scratch, cooking and travel pair
indispensably, forging life-changing connections between the eater (our viewer) and the people,
plants, and animals that make our food.
Ap p e n d i x C
!" # $ % & " '(& ) * * + & ! "#$ %&&' ( ) * %+ ( ,- $ #. #/ 0 + 1 2 * 3 ( ,$ 0 %452 ( 6 &
F o o d P l a c e * L a b e l N o t e s P a c k a g i n g S t o r a g e S e a s o n * *
G o o d B a d
C h e e s e • SupermarkeL
cheese counLer:
befrlend Lhe
cheesemonger
and ask for
sllvers Lo LasLe
• SpeclalLy food
sLore or
cooperaLlve
markeL
• larmers markeL
• larm sLand
• Local bakery
• ArLlsanally produced!
• Locally-produced (ldenLlfy
dalry faclllLy address)
• Pormone-free (r8CP, r8S1)!
• AnLlbloLlc-free!
• uSuA-cerLlfled organlc
• lrom pasLure-razed, grass-fed
anlmals
• lngredlenLs you can'L
pronounce
• Plgh frucLose corn
syrup
• naLural or arLlflclal
flavors, colorlngs or
preservaLlves
• ldeal: wrapped
ln recyclable
paper
• Mlnlmal
packaglng
• AL home, Lransfer Lo
alrLlghL 1upperware
separaLe from oLher
cheeses and sLore ln
refrlgeraLor
lndeflnlLely
• lf cheese develops
mold on skln, cuL
mold away and keep
eaLlng!
• ?ear-round
Mi l k • SupermarkeL
• SpeclalLy food
sLore or
cooperaLlve
markeL
• larmers markeL
• larm sLand
• Local bakery
• Locally-produced (ldenLlfy
dalry faclllLy address)
• Pormone-free (r8CP, r8S1)!
• AnLlbloLlc-free!
• uSuA-cerLlfled organlc
• lrom pasLure-razed, grass-fed
anlmals
• 8aw mllk (unpasLeurlzed) lf
posslble
• lngredlenLs you can'L
pronounce
• llavored mllk wlLh
hlgh frucLose corn
syrup or added sugar!
• naLural or arLlflclal
flavors, colorlngs or
preservaLlves
• 8ÞA-free
• Class boLLle
reLurn program
• 1eLra-pack (leasL
energy-consumlng
packaglng)
• 8ecyclable plasLlc,
glass or carLon
• ?ear-round
S o y mi l k ! !
H e a v y c r e a m ! !
B u t t e r ! !
Y o g u r t ! !
I c e c r e a m ! !
E g g s ! !
* Symbols will be designed to match locations, and will be applied to recipe ingredient lists in this book
** Symbols will be designed to match seasons, and will be applied to recipe ingredient lists in this book

Web Resources (Examples of links that will be embedded in The Best Source’s website)
rBGH-Free Dairy Map: “Click on your state below to download a PDF document of dairy products sold in your area that are free of artificial bovine growth
hormones. For a complete nationwide list, click on the "All Brands" button in the right corner of the map. If you’re looking for outlets that sell these products, try the
Eat Well Guide.” (http://www.rawmilk.org/default.php)

Ap p e n d i x D
1 P L 8 L S 1 S C u 8 C L C C C k 8 C C k Þ 8 C Þ C S A L 8 ? L M M A l 8 l S C P
6 7
Fr e s h f r ui t s a nd v e g e t a bl e s ( An a b b r e v i a t e d , n o n - s t y l i z e d s a mp l e )
F o o d P l a c e * L a b e l N o t e s P a c k a g i n g S t o r a g e S e a s o n * *
G o o d B a d
A p p l e s • larmers
MarkeL
• larm SLand
• CommunlLy
SupporLed
AgrlculLure
(CSA)
• lood Coop
• naLural
loods/SpeclalL
y lood SLore
• SupermarkeL
• Crlgln: grown closesL Lo
home
• uSuA organlc
• 8eglonal organlc
cerLlflcaLlon (l.e. nClA)
• Crganlcally grown
producL code on sLlcker:
3-dlglLs sLarLlng wlLh 9.
(Lxample: 8ed uellclous
apple: 94013)
• SllghLly varled shapes
and slzes, dull (less shlny)
skln
• Crlgln: grown far away
(long-dlsLance Lravel
requlres chemlcal growlng
and preservaLlon
Lechnlques)
• ConvenLlonally grown (wlLh
chemlcals) producL code on
sLlcker: 4-dlglLs sLarLlng wlLh
4. (Lxample: 8ed uellclous
apple: 4013)
• CeneLlcally modlfled (CMC)
producL code on sLlcker: 3
dlglLs sLarLlng wlLh 8
• none, excepL
your
reusable LoLe
• Apples wlll rlpen, and Lhen
roL, qulckesL ln warm
LemperaLures
• SorL ouL brulsed and
blemlshed apples from
unblemlshed apples (sllce
off Lhe brulsed secLlon and
eaL)
• SLore unblemlshed apples
ln refrlgeraLor drawers for
up Lo 1 or 2 monLhs
• LxLended wlnLer sLorage:
Lry Lhe newspaper meLhod
• lreezer sLorage
• 8ooL cellar sLorage
• Applesauce
• LaLe
Summer
- early
WlnLer
B a n a n a s • lood Coop
• naLural
loods/SpeclalL
y lood SLore
• SupermarkeL
• 1he banana peel mosLly
proLecLs Lhe parL you eaL
from pesLlclde
conLamlnaLlon (Lhough a
small amounL ls
absorbed by Lhe soll), buL
when you can afford lL, lL
ls sLlll besL Lo buy
bananas wlLh an organlc
label Lo supporL healLhler
farm workers and land
• SllghLly green and flrm
• 1ry new varleLles aL Lhe
eLhnlc markeL
• 8rulsed, dlscolored or
graylsh skln
• !
• none, excepL
your
reusable LoLe
• 8lpen aL room
LemperaLure on Lhe
counLerLop (sLorlng ln Lhe
refrlgeraLor wlll prevenL
from rlpenlng): when Lhe
skln ls freckled, Lhey are
rlpe
• 1o speed rlpenlng, sLore ln
paper bag aL room
LemperaLure
• SLore ln Lhe refrlgeraLor
once rlpe
• lreezer: once rlpe, remove
skln and cuL lnLo pleces.
Wrap ln plasLlc wrap and
freeze for laLer use ln
smooLhles and baklng
(more freezer Llps)
• ?ear-
round
B l u e b e r r i e s
G r a p e s
C ? P * @ P ! C * ! Q D N R P * R Q Q S @ Q Q S * O N Q O Q ! ; : * @ M * P K K ; * 9 N G ! R ? *
* T _ *
O r a n g e s
P e a c h e s
S t r a w b e r r i e s
Wa t e r me l o n
• * Symbols will be designed to match locations, and will be applied to recipe ingredient lists in this book
** Symbols will be designed to match seasons, and will be applied to recipe ingredient lists in this book

Web Resources (Examples of links that will be embedded in The Best Source’s website)
International Federation for Produce Standards (Product sticker codes, or PLU codes)
Seasonal Food Guides by State
Seasonal Food Guides by Region
Shopper’s Guide to Pesticides in Produce

!
! " # !



Thank you f or your t i me and cons i derat i on!
I hope we have t he opport uni t y t o di s cus s t hi s
propos al t oget her over a meal . And yes , I ’ m
cooki ng!
!
!
!
!
!
!

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+(9- "#4 & :;<= >?@= AA:B& !
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