Why chefs should start loving “apps”

Whether it’s Twitter, Facebook, blogs, or mobile apps, in the restaurant business the use of social media has become almost as instrumental as a culinary or hospitality degree.

Lynne Viera, founder of Rival Marketing and how2heroes, recently wrote about the importance of going beyond a website on Zester Daily. “The digital world offers restaurants a golden opportunity to build their brand and differentiate themselves,” she says. “They can make us feel like an integral part of the equation, instead of just another paying customer.”

These days, people expect to be able to “like” their favorite restaurant on Facebook or “check-in” during their lunch break. And what’s more—they want to do it all from their cellphones.

Marcus Samuelsson recently featured an article on his site, “How Social Media is Changing the Food World,” by Liz McCarthy. “I can take a snapshot of what I’m eating using my iPhone, upload it instantly using the Twitter app, and maybe add a hashtag (#tacos and #beer, anyone?) to guide the rest of Twitterverse to my Tweet,” she wrote.

And she isn’t the only one. Viera wrote, “Chef Brian Poe of Poe’s Kitchen at the Rattlesnake in Boston says Twitter followers helped him develop the restaurant’s signature Cinnamon Sugar Infused Vanilla Homemade Ice Cream.”

Chef Michael Leviton of Area Four takes full advantage of social media tools. He recently posted on Facebook about a “Shark Week” themed cocktail, adding a picture and an enticing description. Chef Leviton also posted the news on Twitter, reaching a second audience of followers. By using Twitter as another medium, he was able to contribute to the “Shark Week” trend. The cocktail’s pop culture relevance was a great way to advertise a hot menu item and reel in the customers.

Jumping feet first into Twitterverse can be overwhelming; but chefs now have so many options when it comes to reaching out to their clientele. Articles like Viera’s offer user-friendly tips, and self-proclaimed social media experts provide open forums for advice and information. Chris Tompkins, creator of The Social Media Chef, is a fantastic resource for chefs looking to improve (or initiate) their communication skills.

So why exactly should you jump on the media band wagon? It may be a new-age approach, but the goal is the same as it ever was: More exposure leads to more butts in seats, so use the tools at your disposal.

To get you started, here are some basic guidelines:

  • To make the most out of social media, it’s important to use a combination of channels. Creating a Twitter account, linking your Facebook page to your restaurant’s website, and starting a blog are all ways to maximize the opportunities given by social media tools.
  • Customers need to feel connected to your business, so capitalize on the free publicity as a way to build on that connection.
  • Update regularly. It is essential to not only use these tools, but to update them on a consistent basis.
  • Whether it’s a funny photo from the restaurant, a new recipe or product, or an invitation to join you for dinner, diners want remain “in the know.”
  • Social media a good way to maintain a loyal customer base while catching the attention of first-timers.

To read more about the use of social media in our culinary world, check out these articles:

http://marcussamuelsson.com/news/how-social-media-is-changing-the-food-world?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+MarcusSamuelsson+%28Marcus+Samuelsson%29

http://zesterdaily.com/zester-soapbox-articles/945-restaurant-marketing-social-media

Posted by: Taryn

4 ways to use a recipe

Since Chefs Collaborative has been working on a cookbook project for our 20th anniversary in 2013, the staff has been giving a lot of thought to the way cookbooks and recipes are used. In the office, we’re all pretty avid cooks with varying backgrounds and styles. We also receive loads of promotional copies of cookbooks in the mail on a regular basis. We decided to each take a cookbook home to play with, choose a recipe, and share the results.

What we found:  four cooks each used their cookbooks and recipes in very different ways.

The Loyalist: Melissa Kogut, executive director.

Her book: Cooking in the Moment, Andrea Reusing.

Her recipe: Green beans with garlic bread crumbs and tomatoes.

Melissa followed her recipe to the letter. Read more…

I’ve been wanting to cook something from Andrea Reusing’s Cooking in the Moment ever since I got my hands on the book. Reusing, who was recently awarded the James Beard Award for Best Chef Southeast, is best known for the Asian-inflected, locally and seasonally sourced food at her Chapel Hill, NC restaurant, Lantern.This  is not a book of recipes from her restaurant, though. Instead, it’s a year of seasonal recipes ranging from weeknight to special occasion cooking.

I decided to make a recipe in the book I’ve been eying: “green beans with garlic bread crumbs and tomatoes.” I made it to go with redfish, and it was quick, easy and delicious—and a hit. The garlicky bread crumbs were a yummy compliment to the green beans and tomatoes.  After dinner, my friends and I sat around the living room reading the cookbook and exclaiming, “I want that!” I think I know what my next holiday present for them will be. Here’s the recipe:

Green beans with garlic crumbs and tomatoes
Serves 4

½ small loaf of country white bread
1 medium ripe tomato, cored and chopped into ½ inch cubes (I used some plump cherry
tomatoes, because the big ones aren’t quite ready here in Boston)
Kosher salt
2 tablespoons olive oil
1 pound green beans, trimmed
Freshly ground black pepper
2 garlic cloves, minced

Preheat oven to 250 degrees F.

Remove crust from the bread, tear the bread into 2-3 inch chunks, and scatter them on a
baking sheet. Bake for 15 minutes until outside is firm and crusty but not browned and
the inside is still soft. Let the bread cool.

Meanwhile, toss the chopped tomatoes with ¼ teaspoon of salt and one tablespoon of the
oil and set aside.

Bring a large pot of salted water to a boil.

Tear the cooled bread into ¼ – ½ inch pieces. Measure out one cup and reserve the rest
for another use. Put the bread crumbs in a small skillet and toast over medium-high heat
for 4-6 minutes, until golden. Transfer to a plate and set aside.

Blanch the green beans in the boiling water for 3-5 minutes, until just tender,. Drain and
transfer to a warm serving dish. Add the tomatoes and toss, seasoning with a little salt
and pepper.

Heat the remaining one tablespoon of oil in the same small skillet over medium heat, and
add the garlic. Sauté just until it begins to turn golden and is fragrant, about 30 seconds.
Quickly add the bread crumbs and toss to combine, sprinkle over the beans.

The Mechanic: Rob Booz, network coordinator.

His book: For Cod and Country, Barton Seaver.

His recipe: smoked bluefish pate.

Rob followed the recipe but decided to change it. Read more…

Here in the office, we’re pretty big fans of Barton Seaver. He’s an impressive chef and a National Geographic fellow, and he just seems like a pretty cool dude. I first heard Barton Seaver on WBUR’s On Point with Tom Ashcroft along with fellow CC member JJ Gonson. Our intern Mallory had the chance to talk with him in person and practically gushed over him.

Seaver’s cookbook, For Cod and Country, is equally impressive. The title is provocative—the suggestion that there should be something patriotic about the way we eat from the sea. The recipes are an inventive blend of gustatory delight and sustainable wherewithal. I was excited to bring the book down for a stay in Cape Cod with my girlfriend’s family. Where better to let the book stretch its legs?

Well, it turns out that my girlfriend’s family are slightly finicky eaters, which made choosing the right recipe tougher. But serendipity hadn’t quite turned its back on me yet. Down the street from where we were staying is the retail location Nantucket Wild Gourmet and Smokehouse in Chatham, MA. I had first met these guys at the Boston Local Food Festival last fall and knew that they had some wonderful line caught, artisanally prepared smoked fish. Smoked bluefish was what I was looking for.

Seaver’s recipe for “Smoked Bluefish Spread with Toasted Bread and Olive Oil” caught my eye. First of all, I’m a sucker for good bread and olive oil and we had just picked up a loaf from Pain D’Avignon. But the recipe was also demure enough to appeal to the whole family and their Scandinavian heritage.

The recipe is as follows:

8 ounces smoked bluefish

3 tablespoons sour cream

Salt

1 loaf of crusty baguette, thinly sliced

Extra-virgin olive oil
1 lemon cut into wedges

It’s pretty much what you would expect. Flake the fish, fold in the sour cream, taste for salt, drizzle with olive oil, serve with toasted bread, garnish with lemon.

Okay so it was good. The very fresh smoked fish was unctuous and rather divine, even before I added the other ingredients. Mixed, it was only good, not great. Bluefish is a pretty soft-fleshed oily fish, so the sour cream made the whole mixture a bit greasy, especially when drizzled with olive oil, even with the mitigating lemons.

I’ve lost no love for Barton Seaver but here’s my suggestion: Use crème fraiche instead of sour cream. While a little less sour, creme fraiche can be whipped like cream, which is vital to adding some nice lightness and body to such a spread. Also olive oil is a bit boring unless you can find a particularly grassy, green variety. Try using a spicy chili oil or just some fresh cracked black pepper to add a little piquant note to the smoky richness. Recipes like this are just guidelines, really. Seaver has a good outline but with a little tweaking you can make your own exceptional version.

The Adapter: Leigh Belanger, program director.

Her book: Ancient Grains for Modern Meals, Maria Speck.

Her recipe: It’s complicated. Her ingredient: wheatberries.

Leigh followed directions, but not the recipe. Read more…

Before I had my son a year and a half ago, most free time was spent in the kitchen—making elaborate canapes for parties, baking my brains out for the holidays, or making dishes that took three days to complete. No longer. Free time has narrowed to a sliver and when I have it, I’d rather roll around on the floor with my boy than make chicken pot pie from scratch.

But I still like to eat well, and I still cringe at taking big shortcuts on the way to a tasty meal. Which means I need to do plenty of planning, and rely less on recipes than on ideas. And Maria Speck’s book is long on both. Last weekend, I came into a wealth of wheatberries, so that’s where I started. She only had one recipe featuring wheatberries, in a lamb stew with red wine sauce, which just didn’t scream (or even whisper) August to me. Instead, I focused on the book’s introduction, where Speck’s lucid voice and love for whole grains could inspire even the most cynical health-food skeptic. A reminiscence and recipe for koliva, a traditional wheatberry confection she ate on the day of her Greek grandfather’s funeral, showed the range and integral place of whole grains in Mediterranean and European cuisines.

Further, she gives clear instruction for integrating whole grains into your weekly menu plans and tips for buying, storing, and cooking grains of all kinds. With a mix of inspiration and practical information, I headed to the kitchen and followed Speck’s instructions for soaking, cooking, and storing wheatberries in the fridge until I was ready to use them. Subsequent dishes, like wheatberries with roasted eggplant, chard, and pomegranate molasses, were my own—but I owe their framework to Speck.

The Impressionist: Jen Ede, development and marketing associate.

Her book: Odd Bits:How to Cook the Rest of the Animal, Jennifer McKagan.

Her recipe: Barbequed pork tongue.

Jen…didn’t follow the recipe. Read more…

I have been known to boast – frequently – about my general inability to follow a recipe. I view recipes more as guidelines, and delight in swapping ingredients in and out, depending on what I have available and what’s in season at the time. Yes, I am an arrogant cook, who, most of the time, escapes disaster-by-laxity with sheer luck and high quality ingredients. Every so often, though, I realize that there is still so much about cooking that I don’t know.

The other night I decided to co-throw a dinner party, to get to know new friends better and to use up the copious amount of CSA vegetables which were starting to crowd my fridge. My plan was to grill fish and vegetables and to make a huge grain salad for the side. For the fish, I looked to a CSF – a new community supported fishery, which is bringing shares of local fish to a drop-off point in my neighborhood. I opted for whole fish from Cape Ann, thinking a) it can’t be that hard to filet a fish, and b) it’s so much cheaper to do it myself. So I had redfish from Gloucester, bulgur wheat, onions, kale, zucchini, tomatoes, and cucumbers. On top of that, I had a whole mess of herbs.

I figured since I was already grilling, it would be the perfect time to bust out my assignment for this post – a recipe for barbecued tongue from Odd Bits: How to Cook the Rest of the Animal. But I was already in the weeds with the fileting o’ fish. I had no filet knife, and was struggling to puncture the fish’s spine and separate it from the bones, much like one would when taking chicken breasts off of the backbone. I hacked those fish. In a most unpretty way. I was actually heartbroken to see the amount that I had wasted (the Depression-Era cook in me rolled over in her grave). After a very stressful half hour, the sad little filets went onto a platter with rosemary, lemons, salt, pepper, and oil.

I’d glanced briefly at the recipe for barbecued tongue and thought that I understood the instructions. I mean, barbecue. Tongue. Right? I whipped out the tongues I had in my freezer from a previous jaunt out to Pete and Jen’s Backyard Birds, dipped them in the marinade, and walked out to the grill. At first, I was totally enamored with the way the tongues were looking. They charred beautifully. I couldn’t wait to  boast (some more) of my kitchen prowess! Then I pulled them off the grill and took them into the house to assess them. I could already taste the tongue, with a little dab of horseradish, deli style.

My delusions of grandeur shattered after cutting into them. The meat was still bleeding on the inside, despite the sexy char on the outside. Nevermind the bleeding, though. This tongue was chewy. Inedibly so. I had skipped an important step for cooking tongue – you’re supposed to poach it ahead of time. And then peel off the membrane that encapsulates it. Had I taken the time to read the introduction to Odd Bits, I would have received many helpful hints from everyone from Thomas Keller to the author’s own mother, about how to best handle this particular piece of offal.

I’ve since actually begun reading Odd Bits and am finding it to be a great resource on how to use those lesser-known, more economical pieces of meat. I have also learned a valuable lesson – when the impulse strikes you to brag about your ability to cook anything without using a recipe, do yourself a favor – read the recipe and bite your tongue.

How do you use a cookbook? Do you read it for ideas and use it as a springboard? Do you follow recipes to the teaspoon? Do you tinker endlessly? Let us know in the comments.

Posted by: LeighB

Sturgeon, Bananas, and an Alpine Tropical Oasis

The longest land tunnel in the world is the Lötschberg Base Tunnel, a 21-mile rail tube that runs beneath the Swiss Alps, connecting Germany and northern Italy. In the process of boring this engineering feat, workers unexpectedly tapped into a geothermal spring, which immediately began gushing at a continuous rate of 25 gallons per second (equivalent to the full-blast volume of five fire hoses). Figuring out what to do with all this water was clearly a top priority, but there were economic and environmental concerns to consider.

Ecologists determined that the water could not be simply diverted to the local river, as its warm temperature (68 degrees F) would change the existing ecosystem and likely wipe out an endangered trout population. The water would need to be cooled before it could be released back into the environment.

Here’s where things got interesting. Dismissing “conventional wisdom,” which suggested lowering the water temperature artificially with an energy-intensive cooling plant, one of the tunnel engineers came up with a crazy idea: Use the energy in the water to heat a greenhouse—a tropenhaus, or tropical house—to grow things like bananas and pineapples. Then bring in some Siberian sturgeon fish (which thrive in warm water) and create an aquaculture operation. After the geothermal spring water moves through the system, it will have cooled to its proper temperature, and can be deposited into local streams, pure as it was when it came from the mountain. Then, build a museum, a restaurant, an event center and a retail shop selling fish, caviar, orchids, and seasonal spices and fruit products, all grown on-site. And over 100,000 people will visit every year.

Sort of sounds like the Alpine version of Field of Dreams. Except it’s not a dream.

I had an opportunity to visit Tropenhaus Frutigen in Frutigen, Switzerland late last spring. I can tell you firsthand that this is the model of human ingenuity at its finest. With just a little creative thinking, a potentially disastrous situation (both economically and environmentally) was made into an opportunity for profit, jobs, education, recreation, food production, renewable energy, and sustainable development. The facility, which employs 80 workers and has the goal of producing 2 tons of tropical fruits annually and maintaining a stock of 60,000 sturgeon, has been a boon to the local economy.

This is more than taking lemons and making lemonade. This is like taking lemons and making a 14-course gourmet dinner for a dozen of your closest friends.

I share this experience because I think it exemplifies the human capacity to innovatively solve environmental problems. When it comes to sustainability—whether it’s seafood, agriculture, energy, or water—I believe we need to focus less on finding new resources, and more on finding better ways to utilize the resources that already exist. Tropenhaus Frutigen demonstrates that it is possible and economically feasible to create integrated systems that work in concert with what nature provides.

– by Barton Seaver, Chef, National Geographic Fellow, and Author of For Cod and Country

Posted by: Mallory

Lionfish: aquarium escapees gone wild?

I had maybe seen a lionfish in a home aquarium and not paid a lot of attention to it – I’m afraid that when I go to the big commercial sea zoos I have a tendency to focus on all the tasty creatures I’ve cooked over the years. The lionfish was a small exotic and poisonous to boot so I had little interest.

Depending on what story you believe these guys escaped into the wild on Florida’s east coast during Hurricane Andrew in 1992. Due to their array of poisonous spines, other fish aren’t interested in eating them. So they They prospered and multiplied, and unfortunately for the rest of the reef fish, they are voracious feeders and their populations are now a real problem.

The upside – they’re delicious. Enter the ultimate predator – humans.

I was approached by John Perriccio, the president of Southbend equipment manufacturing to see if I’d be interested in cooking for a “lionfish rodeo” he was organizing in Delray Beach Fla. I had always wanted to learn scuba diving so I took the whirlwind three day course but unfortunately couldn’t get open water certified before the event. Probably a good thing because when I got there, I already had a couple of hundred small fish to butcher. Four hours later I gave up and started cooking an evening buffet for 100 divers. I invited the owner of Triar Seafood in Hollywood, Peter Jarvis, to come by and meet some possible suppliers and taste the fish. He told me there was a chef in Charleston who had asked for them.

The two day event produced 735 fish ranging in size from 4 to 18 inches with the average size being about 8 to 10. The divers clipped the top spines and after filleting a hundred or so I started scaling them for whole cooking. To me they taste a lot like another reef fish, hog snapper. They have a creamy colored dense white meat and lend themselves well to a variety of cooking methods.

So—lionfish are interesting, tasty, and eating them has a real positive impact on the reef environment. The problem will be getting them to market, mainly due to the harvesting method which is hand spearing one at a time.
Divers in my neck of the woods can go out and spear a limit of two cobia (20-40 pounds each) which they can sell to a wholesaler for 2.50-3.00 a pound and maybe make enough for gas and air, etc so it can make financial sense for all concerned. I get a fish 12 hours or less out of the water and everyone’s happy.

In the case of the lion fish, the amount of weight per fish is maybe an average of 10 ounces so a diver would have to be dedicated to get enough to make it economically feasible.(At this time no one has proposed a bounty, which would be a great way to subsidize this process.) The wholesaler has to get enough fish to make it worth his while to pick them up and then be able to airship it for an additional 2.00 or so a pound to me, and I have to be willing to take a lot of mixed size small fish and then have to menu them at a profit. So unless you live very close by the source, they aren’t going to be cheap.

I am planning another trip to Florida when I get open water certified next month and hope to personally spear a bunch of these guys.

—Tenney Flynn, executive chef, GW Fins, New Orleans

Posted by: LeighB