The foodie intarwebs are abuzz about a recent post by cookbook author Michael Ruhlman claiming that Americans are being taught that they’re too stupid to cook. While I get Ruhlman’s point (lots of people are making a profit on processed food because people are scared to try and cook food themselves), there’s a condescension to his words, a pompousness to his tone, that does a disservice to his message.
If you know how to cook, then yes, cooking is easy. Ruhlman uses a basic roast chicken as an example; sprinkle it with salt, bang it in the oven for an hour, ta da! And those of us who know how to cook understand this. But we also understand many things that a non-cook might not know; things that Ruhlman doesn’t mention in his post. Like washing and patting the chicken dry first, and taking care to clean all surfaces to avoid salmonella. Or to take out that bag of gizzards if there is one. Or whether to cook it on a rack in the pan or directly in the pan itself. Or whether to truss or not (it’s not mentioned in the “look how easy this is” post, and a small chicken doesn’t need to be trussed, but the accompanying photo shows a trussed roast chicken, which might cause confusion), or how much time to add for cooking if your bird is bigger than the size he mentions, or how to check for doneness when the bird comes out of the oven. A commenter even points out that, hey, not everyone, especially people who don’t cook regularly, might have an appropriate pan to cook a chicken in.
Ruhlman knows all these tricks of course, but he misses the point by not sharing the information, and the information is really what it’s all about. Seriously – compare his directions to these from Chef Claire Tansey. It’s the same basic recipe, but Tansey actually addresses all the little questions that can make a difference in both the final product and the cook’s confidence.
I understand that, for a business, marketing plays a key role in achieving success. It’s fine to make a product or write something or make a piece of music, but unless people know about it, you tend not to sell much. I also understand that most advertising, as its basest level, is about manipulation – make people want what you have. Make them believe they can’t live without it. And it used to be that advertising was pretty straightforward – run an ad in a magazine or on TV, or maybe a big billboard. Free samples, gift with purchase and other programs that made consumers feel as if they were getting something extra also worked well.