Assouline Asks Readers To Donate to Japanese Earthquake Relief

The elegant publishing house Assouline has just announced that they will donate one half of the purchase price of Jean-Michel Berts’ stunning book, The Light of Tokyo, to the American Red Cross for relief to Japan.

Each image in this remarkable book catches the unique feel of Tokyo, traditional and modern, at the break of day. Temples and shrines float between towering skyscrapers in photograph after photograph, all in a soft morning light that captures the rare soul of this great city.  

Please remember Japan in this her great hour of need and contribute in some matter to insure that the beauty and courage of Japan will survive and flourish yet again.  

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011

Chef Ferran Adria’s Film El Bulli Cooking in Progress Is Off and Running at SxSW

It may seem unfair, but it’s the film buffs at a primiere at the Museum of Modern Art in NYC and then at the South by Southwest Film and Multimedia Conference (or SxSW) in Austin, Texas, who got the first in-depth look at an inspiring new film about Ferran Adria and his amazing culinary creations. Entitled El Bulli: Cooking in Progress, the movie delighted viewers so much it was the first film to be snatched up for American distribution at the Festival.  Fantastic!

Purchased by Kino Lorber for his new company Alive Mind Cinema, this captivating movie about culinary creativity will be the first film shown by the new firm at New York’s Film Forum on July 27, 2011.  The rest of us will be able to see the film during a later 2011 fall distribution.

Filmed by the noted German documentary film visionary Gereon Wetzel, the movie follows the creativity of famed Spanish chef Ferran Adria as he and his staff design through intent and discovery a unique and daring menu for the next seasonal offerings at El Bulli.

Working at his Barcelona “laboratory”, Ferran and his staff are shown creating many of the 30 plus dishes they will later share with the famed restaurant’s long-waiting guests. Every “experiment” involves structure, sound, color, texture and, of course, taste. Ferran is shown always as on hand – tasting, adjusting, directing, true to the tradition of a master chef.

Yet discovery is always part of the creative experience. When one young chef drops an ice cube into a nearby plate of gravy, the thought occurs to everyone why not create a new entrée from ice cubes?

Suddenly, the thought is moving creatively among this talented gathering of chefs. Why not go further? Why not mix oil with water and create a cocktail that leaves an elegant smooth coating on the lips?

Every discovery (both positive AND negative) is carefully written in notebooks that line the walls or on a wall board for further research and expansion. Photographed in high definition and without the burden of a non-culinary narrative to clutter the viewing experience for the insightful professional, this is an amazing film that explores, not merely food, but the entire creative experience, free and far reaching.  

Truly a “must-see” film.

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011

The Meaning of Hospitality During Such Tragic Times as the Japanese Earthquake

Everyone who creates or serves food or drink as well as those who offer and attend to lodging are members of the hospitality industry, an industry which exists in every country around the world.

During such trying times as these, when civil violence and unimaginable natural disasters such as the Japanese earthquake occur, it is important to remember why the name of our industry is linked to the word ”hospital” and so to the term of “hospitality”.

During the dark days of the European Crusades, while knights battered at the walls of eastern cities, the common person sought a more peaceful path to the Divine by traveling long distances on foot to other sacred sites of pilgrimages. Whether these travelers sought forgiveness for a great sin or a cure for some dreaded disease, they struggled along unprotected dusty country trails.

Situated along the pilgrims’ road were safe shelters directed by more peaceful monastic orders. Because the official language of the Christian church at this time was Latin, these calm centers were called “hospices” an ancient Roman term meaning “a place to host a guest or stranger”.

The travelers, if fortunate enough to reach these centers, often arrived ill or injured by the thieves who attacked the helpless pilgrims along the route. As a result, some pilgrims were too sick to continue and needed extended care and attention by the monks and sisters there. It is from that extended effort that the word “hospital” and finally “hospitality” arise.

This tradition of offering insightful and caring shelter to guests, even if they are a total stranger, is not, however, just a Christian concept. Throughout the world, the act of offering food and lodging to those far from home or in need of aid is a sacred obligation.

Today, many centuries later, our industry carries this ancient heritage forward every day whether we are greeting an airport delayed guest or catching with great concern the latest so sad news from Japan. Our activities, though often simple, can lighten the burden of the day for that weary person who has arrived at our door and seeks shelter, safety and an understanding smile. 

Guest by guest, what we do matters more then we might know. Our industry is about far more than offering mere meals, beautiful beds or rapid reservations.  It is the heart and art of caring. 

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011

Thoughts on the Tragic Japanese Earthquake and the Nature of Our Industry

No one in our industry stands alone.  As members of the hospitality industry we are all part of a professional network that encompasses the world. Thanks to the Internet, international marketing and a universal heritage of cuisine and service, all those who create and offer food, drink and lodging have an understanding colleague no matter where they go in this wide world.

For this reason, the heart of the industry aches for Japan today as the brave citizens there seek to recover from a massive 8.9 earthquake and destructive tsunami . Those of us who have been fortunate enough to travel or work in Japan know its legendary beauty and gracious people.  

Be assured that as the rubble is removed from Japan’s shattered streets, the world’s leading chefs and their fellow colleagues within the hospitality industry will group together and offer relief and aid as they did during the sad days of 9/11.

Such is the nature of our industry and the true spirit of our profession. Our thoughts and prayers are with our many colleagues in grieving Japan today.

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011

How Guinness Became the Best St Patrick’s Day Beer Ever

It only takes one taste to know that Guinness is a great stout beer. But a great 'anything' isn’t going to be successful if no one knows it exists. After all, Van Gogh, as talented as he was, never sold a painting in his lifetime. Ouch!

Well, Guinness of Irish fame decided long ago not to go down that weary path of should-have-beens. Guinness has always understood the vital importance of marketing through the use of image but not just any old picture would do. Their hallmark images had to catch the feeling of the times, position their beer within everyday patterns of enjoyment and values and still be absolutely unforgettable.

Beginning in the 1930s John Gilroy, who was then employed by Benson’s Advertising, created a series of distinctive Guinness posters featuring kangaroos, ostriches, seals, lions and most notably a big billed toucan bird all enjoying life and, of course, Guinness beer.

Each poster and ad was matched with a simple four or five word statement that expressed humor and always the word “Guinness” as the must-have beer. Some of the crisp copy was even written by the famous mystery writer Dorothy L. Sayers, creator of bon vivant detective Lord Peter Wimsey.

Guinness’ unique combination of carefree animals and positive text capture the hearts and smiles of a world weary from war and depression.  In pub after pub and in endless magazine and newspaper ads, Guinness’ light-hearted animals made beer purchasable fun in hard times.   They also made Guinness a very successful brand.

That success, supported by innovative advertising, continues to this day at Guinness. Stunning YouTube videos have replaced the older pub posters as the modern beer drinker now has an iPad and a fully app-ed mobile phone.

Whether it is “Noitulove” (evolution spelled backwards), the stunning “Surfer" with charging wild horses made of foam and fury or “Tipping Point” shot in a remote Argentine mountain village, each new ad piece tells a story that matches the concerns of modern drinkers and links their value commitment to the Guinness brand.    

There’s an old Irish saying that a good friend is like a four leaf clover: hard to find but wonderful to have. The same could be said of a great beer.  But thanks to Guinness and half century of creative advertising, one has only to say “Guinness, Please!” and every day can be St Patrick’s Day, filled with friends, laughter and all that’s memorable in life! Enjoy!

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011