9' x 12': The Culinary Adventure Continues
Chapter 7 – One Passion, One Kitchen, Three Books, Four Years and Four Seasons
Two years ago, I took a leap of faith and jumped into the multi-media publishing world on Substack. I'll be honest when I say I didn't really know what I was getting myself into. Two years ago, we were emerging from the long haul of post-COVID malaise and stretching our wings anew. I was looking for a new way to communicate with my readers, with you. Much has happened in the past 24 months.
I was looking for a different platform on which I could share my passion for food, cooking, seasonal eating, and ingredients that nourish and enrich us. Little did I know that 750 days later (give or take a few days), I would have a multi-media book in hand, and my 10th print book would be published. To say that it's been a whirlwind is an understatement.
In The Culinary Adventure Continues, (Part 2 of the 9' x 12' story,) I have chronicled the creative-production-marketing process of my latest cookbook, Flavour. This chapter is the last one in the Adventure Continues, but fear not; I have a new and exciting project to announce – Part 3 of the 9' x 12' adventure, which is coming soon.
The new book will be revealed at the end of this chapter; however, before we get to those exciting details, I have some closing thoughts on the book production and marketing process, and many thanks that I would like to share with you on all things Flavour.
The second half of the Flavour book tour finished with a flourish of events in beautiful venues such as Fleur de Lys in Costa Mesa, Emily Joubert in Montecito and one of my favorite shops, Folly, in Santa Barbara. The tour was capped off with a very special presentation and interview at Godmothers in Summerland, California, and a hugely successful book signing at Santa Barbara Hives in Carpinteria. I am deeply grateful to all the shops, wineries, bookstores, venues, specialty stores, and the Santa Barbara Farmers Market for hosting me and making me feel so welcome, and all the magazines, newspapers, ezines, radio, and podcast hosts for featuring Flavour. An author cannot promote their work without the support of the community around them, and I was (and am) tickled pink at all the love, enthusiasm, and positive response to my new book!
From the moment of conception, that inkling of an idea that pops into one's head, through the release date of a new book, thousands of tasks must be completed. It is very tempting, post-book tour, to sit on one's-phew it’s done and out in circulation- laurels and let nature take its course. However, much like the book tour and promotion process, the book still needs a helping hand to stay current and in people's minds. So, the task turns to continued engagement. How does one keep everyone's eyes on the prize, so to speak, and reach more readers?
The key is to continually reach out to one's readers through digital, traditional, and word-of-mouth strategies using all social media platforms and newsletters. Yes, this means extra time devoted to posts, stories, recipe tidbits in the case of a cookbook, fun facts, and glimpses behind the scenes. Everyone wants to feel that they are part of the story, which is how one can keep readers engaged. So here is my post release to do list for anyone releasing a book: cookbook or otherwise.
Book Promotion and Marketing Post-Release Ideas
Leverage Social Media
During the book's production, I posted many behind-the-scenes videos of dishes I was working on. Post-release is the time to share recipes and new videos (see below), cooking tips, more behind-the-scenes content, and sneak peeks from the book on social media platforms and with links in newsletters.
Partner with food bloggers, chefs, and influencers who resonate with your target audience. They can review the book, create recipes using your book, or host giveaways.
Create a custom hashtag for your cookbook or a recipe challenge that encourages your audience to share their cooking experiences online.
Leverage Book Reviews and Press
Reach out to food-focused bloggers, chefs, and publications for reviews of your book. Once you have reviews, publicize them through social media with links to the reviews if possible, and always remember to thank the reviewer and the publication.
Write guest blog posts for food websites or magazines, offering to share recipes or cooking tips from your book. This can increase visibility and drive sales.
Create a digital press kit with a compelling book summary, author bio, recipe samples, and professional images of the book. Send it to journalists, bloggers, and other media outlets to generate coverage. This is something your publisher may or may not have done pre-release. It is still worth sending another round, particularly if you have recipes that fit a particular niche, holiday, or season. Make the content easy for the publication, suggesting a recipe and a reason why. Small desserts for Valentine's Day, dishes for an Easter Brunch, recipes for the first day of spring, for example.
Engage with Your Audience
Host live cooking demonstrations on Instagram Live or Facebook Live. I used this to great effect during lock down and it was an effective and wonderful way to connect with readers and customers around the world. Use these live events to cook recipes directly from the book, giving a taste of your book's content.
Engage with your followers by hosting Q&A sessions where you answer cooking-related questions or talk about the book and its creation. This can be done live or as part of a Zoom call just for your readers. The goal is to make them feel special. If you feel comfortable doing this, invite them into your kitchen via a Zoom call, where they can ask you questions.
Encourage readers to share their photos and experiences using recipes from your book and repost them on your social media channels.
Collaborations and Partnerships
Host cooking classes (either in person or online) where you teach dishes from the book. I like to work with local wineries and offer winemaker cooking classes, which can attract a new audience.
Collaborate with food companies that align with your cookbook's ingredients or style. You can create co-branded content, run contests, or feature their products in your recipes.
Promotions
Offer special discounts or bundled deals to boost sales in the first few months after launch. We have a bundle program for the different book sets I've written. Flavour is part of The Market Table series, and we offer the entire set at a discount.
Run giveaways of the book or related items (e.g., kitchen tools, branded aprons, etc.) on social media platforms. This helps get your book to readers who can spread the word. This is particularly effective when partnered with another brand. I've done giveaways with magazines such as Edible Communities, Podcasts such as The Women's Eye, and brands such as Motherdough Bagels and Good Kitchen Products. One word of caution is to not do them too often and vary who you work with so that you reach new readers/customers each time.
Maximize Your Newsletter
A regular newsletter and your email list are worth gold! Growing your email list is key. This is how you reach YOUR people as they signed to receive it, so pay attention to the content you send out to your readers. I regularly feature exclusive recipes, cooking tips, behind-the-scenes updates from my cookbook(s), articles, useful links, and information about classes and events. Encourage your followers to share it with others.
Speaking Engagements and Events
After the initial book tour, organize local or virtual book cooking demos or talks at bookstores, food festivals, or community events. I'm planning some more book-related events outside California in the months to come to reach new readers.
Contact podcasts and radio hosts for interviews. Appear as a guest on cooking or book-related podcasts to discuss the book, share insights into the creative process, or offer recipe inspiration. Reach out to local writing groups, writers conferences, trade shows, and cooking schools.
I won't say this is easy—it isn't. It's time-consuming, and you must stay positive all the time!
Writing 9' x 12' has allowed me to have a voice beyond my monthly newsletter, where I have explored my culinary journey and been able to share this adventure with all of you. Before I announce the third installment of this project, I thought it would be helpful to recap 'books' 1 and 2.
BOOK 1
9' x 12': Culinary Adventures in a Small Kitchen – Recipes for Stirring Times was launched in December 2022. Over the following 13 months, the multi-media food memoir chronicled the ups and downs of running a Mediterranean-style cooking school, pop-up food business, and online gourmet store. It's also about finding creativity and inspiration while surviving fires, floods, and a pandemic through food writing and delving into the book production and marketing business over a tumultuous four-year period.
The Prologue – The Thomas Fire, Mudflows and Beyond
Chapter 1 – Kitchen Tetris: New Beginnings
Chapter 2 – Pivot 101: Rebuilding a Business
Chapter 3 – The Making of a Cookbook: Salade II?
Chapter 4 – Pivot 2.0: Pandemic
Chapter 5 – Instagram Live: A Window into Another World
Chapter 6 – An Ocean Between Us: Loss in the Time of Covid
Chapter 7 – Escape: A New Way to Breath
Chapter 8 - Two Baking Brits: It All Began in a Parking Lot
Chapter 9 – The Enchanted Garden?: When Nature Has Its Own Plans For You
Chapter 10 – Inspiration: A Different Type of Cookbook
Chapter 11- Part 1 – Publication Day: Launching a Multi-Media Book
Chapter 11-Part 2 – The Culinary Adventure Continues: The Next New Book
BOOK 2
9' x 12': The Culinary Adventure Continues: From February 2024 through February 2025, book 2 chronicled the development, writing, recipe testing, photography, and the release of my latest cookbook, FLAVOUR. It's the soup to nuts, behind-the-scenes look at cookbook production, photography, marketing, and promotion.
Chapter 1 – Building the Narrative: It all begins with an idea - aka How to start a cookbook
Chapter 2 – Food Photography and Seduction: What makes you pick up a book?
Chapter 3 – The Art of Food: The mechanics of creation
Chapter 4 – Your book's at the printers: you're done, right? Marketing 101
Chapter 5 - Waiting For P Day. The Run-Up to Publication: Press, Promotion, and Patience
Chapter 6 – The Book Tour and Beyond
Chapter 7 – One Passion, One Kitchen, Three Books, Four Years and Four Seasons
BOOK 3 - From Provence to The Pacific
Now, it gives me great pleasure to announce part three of the 9‘ x 12’ culinary adventure. Titled From Provence to The Pacific, this new food and travel memoir will meander across thousands of miles, delve into diverse kitchens and cuisines, and explore the villages, towns, cities, and landscapes that have shaped my culinary journey. Together, we will savour a rich tapestry of food, art, and history, from the serene beauty of the French Alps, the coastal charms of the Côte d'Azur, the fragrant landscapes of Provence’s hinterland, the gastronomic center of France’s traditional cuisine from Lyon to Paris, the multicultural food scene in London, trans-Atlantic oceanic adventures, New England’s seafaring ports, California’s wine countries, the intrigue and vastness of Tinseltown and the serenity of the American Riviera.
Chapter 1 of the continuing 9’ x 12’ journey will be released in April. Bon Appetit!
Playlist for 9' x 12': The Adventure Continues – Chapter 7
Benny Goodman - Flying Home
Benny Goodman Quartet - I got Rhythm
Ella Fitzgerald - In a Mellow Tone
Stan Getz - Só Danço Samba
Stan Getz - Doralice
Birdland - Jazzman
Justin TImberlake - Can’t Stop The Feeling
Menu for 9' x 12: The Adventure Continues – Chapter 7
Fennel and Citrus Salad (click link for video)
Caramelized Onion Tarts with Wild Mushrooms (click link for video)
Fennel and Citrus Salad
This is a versatile year-round salad, and can be made with any variety of orange, but if you can get your hands on some sweet, pink-tinged Cara Cara, it's an extra special treat. If they are not available, try a pink grapefruit mixed with a navel or blood orange. I've served this salad with grilled fish and chicken as a lively, bright side dish too.
Serves 4 people
1 fennel bulb — shaved on a mandolin or very thinly sliced
2 blood oranges — peeled and sliced into disks
2 Cara Cara oranges (or navel oranges) — peeled and sliced into disks
1 cup micro greens
2 teaspoons toasted pepitas
2 teaspoons pistachios
1/3 cup pitted kalamata olives
1 tablespoon finely chopped chives
2 tablespoons olive oil
Pinch flake salt
4-5 grinds black pepper
1. Create a bed of shaved fennel in a shallow bowl or on a serving platter. Intersperse the orange disks on top of the fennel, then place little mounds of micro greens around the edge and in the center of the platter.
2. Scatter the pepitas, pistachios, olives, and chives over the fruit. Drizzle the olive oil over the salad. Sprinkle one or two good pinches of salt and 8-10 grinds of fresh black pepper.
Variation: Add crumbled goat cheese or feta.
Caramelized Onion Tarts with Wild Mushrooms
One of my favorite dishes is a classic Tarte a l'Onion. The addition of mushrooms and crispy kale to the creamy caramelized onions adds a succulent extra dimension to this tart. Serve alone as an appetizer or on a bed of salad greens with a mustard vinaigrette.
Serves 6 people
For the onions:
2 tablespoons olive oil
6 large yellow onions — peeled, cut in half and sliced thinly
½ teaspoon coarse sea salt
5-6 grinds of black pepper
For the shortcrust pastry:
9 oz unbleached all-purpose flour (1 3/ 4 cups plus 2 tablespoons)
5 ½ oz slightly softened butter — cut up into small pieces. (1 1/ 3 sticks)
1 large egg
Pinch of salt
3-4 grinds of black pepper
For the mushrooms and kale:
1 tablespoon butter
8 oz wild mushrooms — cleaned and sliced
2 oz kale — cleaned, ribs removed, and chopped
Olive oil
Heat the olive oil in a large heavy saucepan over medium heat. Add the onions, salt, and pepper, and cook over low to medium heat for 30-40 minutes. The onions should be very soft, creamy, and a deep gold color.
Place all the pastry ingredients in a food processor bowl fitted with a metal blade. Use repeated pulses until the mixture resembles coarse breadcrumbs. Use longer pulses until the dough has formed a ball. Wrap the dough in plastic wrap and refrigerate it until ready to use. You can make the dough ahead of time and leave it in the fridge. Remove it from the refrigerator approximately 20 minutes before using it.
Preheat oven to 400 degrees.
Butter six individual tart pans or a 7or 8-inch fluted tart pan with a removable bottom.
Divide the pastry into six equal parts. On a lightly floured board, roll out the pastry dough to at least 6 inches in diameter and ¼-inch thick. Line the prepared tart pans (or single pan if using), gently pressing the dough into the edges. Trim the edges of the dough with a sharp knife and then prick the dough in the bottom of the tart pan with the tines of a fork.
Divide the onion mixture equally among the 6 tart pans, spreading it to cover the base. Grind some fresh black pepper over the top of the onions. Place the tarts in the center of the oven and bake for 25-30 minutes. The pastry and onions should be golden-brown.
While the tarts are baking, prepare the mushrooms and kale. Melt the butter in a large skillet placed over medium-high heat. Add the sliced mushrooms and cook until soft, golden, and just starting to render their juice, about 5 minutes. Spoon the mushrooms into a bowl. Add a scant tablespoon of olive oil to the pan. Once the oil is sizzling, add the kale. Cook, stirring frequently, until the kale is just crispy around the edges, 5-6 minutes. Remove from the heat.
Remove the tart pans from the oven. Top each with some mushrooms and kale. Return to the oven for 3 minutes and serve.
You're a dynamo, Pascale. Can't wait to see the new book ! Bisou, Belanopek