The Food Service Professional Guide to Restaurant Marketing and Advertising by Amy S Jorgensen, htmlz, B001GMAQJG

  • Full Title : The Food Service Professional Guide to Restaurant Marketing and Advertising: For Just a Few Dollars a Day (The Food Service Professional Guide To Series 3) (The Food Service Professionals Guide To)
  • Autor: Amy S Jorgensen
  • Print Length: 144 pages
  • Publisher: Atlantic Publishing Group Inc.; illustrated edition edition
  • Publication Date: September 1, 2002
  • Language: English
  • ISBN-10: B001GMAQJG
  • ISBN-13: 
  • Download File Format: htmlz


This series of fifteen books – The Food Service Professional Guide TO Series from the editors of the Food Service Professional magazine are the best and most comprehensive books for serious food service operators available today.

These step-by-step guides on a specific management subject range from finding a great site for your new restaurant to how to train your wait staff and literally everything in between. They are easy and fast-to-read, easy to understand and will take the mystery out of the subject. The information is boiled down to the essence. They are filled to the brim with up to date and pertinent information.

The books cover all the bases, providing clear explanations and helpful, specific information. All titles in the series include the phone numbers and web sites of all companies discussed. What you will not find are wordy explanations, tales of how someone did it better, or a scholarly lecture on the theory.

Every paragraph in each of the books are comprehensive, well researched, engrossing, and just plain fun-to-read, yet are packed with interesting ideas. You will be using your highlighter a lot! The best part aside from the content is they are very moderately priced. The whole series may also be purchased the ISBN number for the series is 0910627266. You are bound to get a great new idea to try on every page if not out of every paragraph. Do not be put off by the low price, these books really do deliver the critical information and eye opening ideas you need to succeed without the fluff so commonly found in more expensive books on the subject. Highly recommended!

Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president’s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice. Every book has resources, contact information, and web sites of the products or companies discussed.

This Atlantic Publishing eBook was professionally written, edited, fact checked, proofed and designed. The print version of this book is 144 pages and you receive exactly the same content. Over the years our books have won dozens of book awards for content, cover design and interior design including the prestigious Benjamin Franklin award for excellence in publishing. We are proud of the high quality of our books and hope you will enjoy this eBook version.




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Ivan Eisler, PhD, Institute of Psychiatry, King’s College London, London, United Kingdom Elissa S. Epel, PhD, Department of Psychiatry, School of Medicine, University of California, San Francisco, San Francisco, California

Leonard H. Epstein, PhD, Department of Pediatrics, University at Buffalo, State University of New York, Buffalo, New York

Christopher G. Fairburn, DM, FRCPsych, FMedSci, Department of Psychiatry, University of Oxford, and Warneford Hospital, Oxford, United Kingdom

Myles S. Faith, PhD, Department of Counseling, School and Educational Psychology, Graduate School of Education, University at Buffalo, State University of New York, Buffalo, New York Thomas A. Farley, MD, MPH, Department of Public Health, City of Philadelphia, Philadelphia, Pennsylvania

viii Contributors

Lucy F. Faulconbridge, PhD, Center for Weight and Eating Disorders, Department of Psychiatry, Perelman School of Medicine, University of Pennsylvania, Philadelphia, Pennsylvania

Jennifer Orlet Fisher, PhD, Center for Obesity Research and Education, Department of Social and Behavioral Sciences, Temple University, Philadelphia, Pennsylvania

Paul C. Fletcher, MD, Department of Psychiatry, School of Clinical Medicine,

University of Cambridge, Cambridge, United Kingdom

Jennifer I. Flynn, PhD, Department of Exercise Science, Arnold School of Public Health, University of South Carolina, Columbia, South Carolina

Gary D. Foster, PhD, Weight Watchers International, New York, New York; Center for Weight and Eating Disorders, Perelman School of Medicine, University of Pennsylvania,

Philadelphia, Pennsylvania; Center for Obesity Research and Education, College of Public Health, Temple University, Philadelphia, Pennsylvania

Alexis C. Frazier-Wood, PhD, Children’s Nutrition Research Center, Baylor College of Medicine, Houston, Texas

Roberta R. Friedman, ScM, RFriedman Consulting, Hamden, Connecticut

Dympna Gallagher, EdD, New York Obesity Research Center, Columbia University, New York, New York

Ashley N. Gearhardt, PhD, Department of Psychology, University of Michigan, Ann Arbor, Michigan

Timothy Gill, PhD, Boden Institute and the Prevention Research Collaboration, Sydney Medical School, University of Sydney, Sydney, New South Wales, Australia

Neville H. Golden, MD, Division of Adolescent Medicine, Department of Pediatrics, Lucile Packard Children’s Hospital, Stanford University School of Medicine, Stanford, California Richard A. Gordon, PhD, Psychology Program, Bard College, Annandale-on-Hudson, New York Steven L. Gortmaker, PhD, Department of Social and Behavioral Sciences, Harvard T. F. Chan School of Public Health, Harvard University, Cambridge, Massachusetts

Carlos M. Grilo, PhD, Program for Obesity, Weight, and Eating Research, Department of Psychiatry, Yale University School of Medicine, New Haven, Connecticut

Angela S. Guarda MD, Department of Psychiatry and Behavioral Sciences, Johns Hopkins University School of Medicine, Baltimore, Maryland

John Gunstad, PhD, Department of Psychological Sciences, Kent State University, Kent, Ohio Kevin D. Hall, PhD, Laboratory of Biological Modeling, National Institute of Diabetes and Digestive and Kidney Diseases, National Institutes of Health, Bethesda, Maryland

Jennifer L. Harris, PhD, UConn Rudd Center for Food Policy and Obesity, Hartford, Connecticut; Department of Applied Health Sciences, University of Connecticut, Storrs,


Corinna Hawkes, PhD, Centre for Food Policy, City University of London,

London, United Kingdom

Misty A. W. Hawkins, PhD, Department of Psychology, Oklahoma State University, Stillwater, Oklahoma

Phillipa J. Hay, DPhil, MD, Centre for Health Research, School of Medicine, Western Sydney University, Sydney, New South Wales, Australia

Stephen T. Higgins, PhD, Vermont Center on Behavior and Health, Departments of Psychiatry and Psychological Science, University of Vermont, Burlington, Vermont

Andrew J. Hill, PhD, Institute of Health Sciences, Leeds University School of Medicine, Leeds, United Kingdom

Hans W. Hoek, MD, PhD, Parnassia Psychiatric Institute, The Hague, Netherlands; Faculty of Medical Sciences, University of Groningen, Groningen, Netherlands; Department of

Contributors ix

Epidemiology, Mailman School of Public Health, Columbia University, New York,

New York

Adela Hruby, PhD, MPH, Nutritional Epidemiology Program, Jean Mayer USDA Human

Nutrition Research Center on Aging, Tufts University, Boston, Massachusetts

Frank B. Hu, MD, PhD, MPH, Departments of Nutrition and Epidemiology, Harvard T. H.

Chan School of Public Health, Harvard University, Cambridge, Massachusetts

James I. Hudson, MD, ScD, Department of Psychiatry, Harvard Medical School, and Biological Psychiatry Laboratory, McLean Hospital, Boston, Massachusetts

John M. Jakicic, PhD, Physical Activity and Weight Management Center, Department of Health and Physical Activity, School of Education, University of Pittsburgh, Pittsburgh, Pennsylvania

Michelle A. Joyner, MS, Department of Psychology, University of Michigan, Ann Arbor, Michigan

Walter H. Kaye, MD, Eating Disorder Center for Treatment and Research, Department of Psychiatry, UC San Diego School of Medicine, University of California, San Diego,

La Jolla, California

Pamela K. Keel, PhD, Department of Psychology, Florida State University, Tallahassee, Florida Neha Khandpur, ScD, Department of Nutrition, Harvard T. H. Chan School of Public Health, Harvard University, Cambridge, Massachusetts

Samantha M. R. Kling, PhD, Department of Nutritional Sciences, Pennsylvania State University, Philadelphia, Pennsylvania

Judith Korner, MD, PhD, Division of Endocrinology and Metabolism, Department of Medicine, Columbia University Medical Center, New York, New York

Shiriki K. Kumanyika, PhD, MPH, African American Collaborative Obesity Research Network, Dornsife School of Public Health, Drexel University, Philadelphia, Pennsylvania

Rekha B. Kumar, MD, Comprehensive Weight Control Center, Weill Cornell Medical College, Cornell University, New York, New York

Robert F. Kushner, MD, Feinberg School of Medicine, Northwestern University, Evanston, Illinois

Jason M. Lavender, PhD, Neuropsychiatric Research Institute, Fargo, North Dakota Hannah G. Lawman, PhD, Division of Chronic Disease Prevention, Philadelphia Department of Public Health, Philadelphia, Pennsylvania

Daniel Le Grange, PhD, Departments of Psychiatry and Pediatrics, School of Medicine, University of California, San Francisco, San Francisco, California

Rudolph L. Leibel, MD, Naomi Berrie Diabetes Center and Department of Pediatrics, Division of Molecular Genetics, Columbia University Medical Center, New York, New York

Tim Lobstein, PhD, World Obesity Federation, London, United Kingdom; Public Health Advocacy Institute, Curtin University, Bentley, Western Australia, Australia

Ruth J. F. Loos, PhD, Charles Bronfman Institute for Personalized Medicine and Mindich Child Health and Development Institute, Icahn School of Medicine at Mount Sinai, New York,

New York

Katie A. Loth, PhD, MPH, RD, Department of Family Medicine and Community Health, University of Minnesota Medical School, Minneapolis, Minnesota

Michael R. Lowe, PhD, Department of Psychology, Drexel University, Philadelphia, Pennsylvania Angela Makris, PhD, RD, private practice, Huntingdon Valley, Pennsylvania

Marsha D. Marcus, PhD, Department of Psychiatry, University of Pittsburgh School of Medicine, Pittsburgh, Pennsylvania

Ashley E. Mason, PhD, Osher Center for Integrative Medicine, University of California, San Francisco School of Medicine, San Francisco, California

x Contributors

Laurel E. S. Mayer, MD, New York State Psychiatric Institute and Department of Psychiatry, Columbia University Medical Center, New York, New York

Philip S. Mehler, MD, FACP, FAED, Eating Recovery Center, ACUTE at Denver Health, University of Colorado School of Medicine, Denver, Colorado

Marion Nestle, PhD, MPH, Department of Nutrition, Food Studies, and Public Health, New York University, New York, New York

Dianne Neumark-Sztainer, PhD, MPH, RD, Division of Epidemiology and Community Health, School of Public Health, University of Minnesota, Minneapolis, Minnesota

Meghan L. O’Connell, MPH, UConn Rudd Center for Food Policy and Obesity, Hartford, Connecticut

Cynthia L. Ogden, PhD, MRP, Division of Health and Nutrition Examination Surveys, National Center for Health Statistics, Centers for Disease Control and Prevention, Hyattsville,


Emily Oken, MD, MPH, Department of Population Medicine, Harvard Medical School, Boston, Massachusetts; Department of Nutrition, Harvard T. H. Chan School of Public Health,

Harvard University, Cambridge, Massachusetts

Russell R. Pate, PhD, Department of Exercise Science, Arnold School of Public Health, University of South Carolina, Columbia, South Carolina

Lilia S. Pedraza, MSc, Department of Nutrition, Gillings School of Public Health, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina; National Institute of Public Health of Mexico, Morelos, Mexico

Katharine A. Phillips, MD, Department of Psychiatry and Human Behavior, Alpert Medical School of Brown University, and Body Dysmorphic Disorder Program, Rhode Island

Hospital, Providence, Rhode Island

Kathleen M. Pike, PhD, Department of Psychiatry, Columbia University Medical Center, and New York State Psychiatric Institute, New York, New York

Jennifer L. Pomeranz, JD, MPH, College of Global Public Health, New York University, New York, New York

Harrison G. Pope, Jr., MD, MPH, Department of Psychiatry, Harvard Medical School, and Biological Psychiatry Laboratory, McLean Hospital, Boston, Massachusetts

Lizzy Pope, PhD, RD, Department of Nutrition and Food Sciences, University of Vermont, Burlington, Vermont

Rebecca M. Puhl, PhD, UConn Rudd Center for Food Policy and Obesity, Hartford,

Connecticut; Department of Human Development and Family Studies, University of

Connecticut, Storrs, Connecticut

Claudia Ivonne Ramirez-Silva, PhD, National Institute of Public Health of Mexico, Morelos, Mexico

Eric Ravussin, PhD, Pennington Biomedical Research Institute, Louisiana State University, Baton Rouge, Louisiana

Graham W. Redgrave, MD, Department of Psychiatry and Behavioral Sciences, Johns Hopkins University School of Medicine, Baltimore, Maryland

Tirissa J. Reid, MD, Division of Endocrinology and Metabolism, Department of Medicine, Columbia University Medical Center, New York, New York

Juan A. Rivera, PhD, National Institute of Public Health of Mexico, Morelos, Mexico Christina A. Roberto, PhD, Department of Medical Ethics and Health Policy, Pere
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ried beans

¾ cup (3 oz/90 g) shredded Cheddar cheese

Tortilla chips

In a small nonreactive bowl, stir together the tomatoes, onion, half of the cilantro, the oil, 1 tablespoon of the lime juice, and the jalapeño. Season with salt and pepper and set aside.

In another bowl, mash the avocados until very smooth. Stir in 1 tablespoon lime juice and the remaining cilantro and season with salt. Set aside.

In a third bowl, stir together the sour cream, chili powder, and the remaining 1 teaspoon lime juice, and season with salt. Set aside.

In a saucepan over medium heat, gently warm the refried beans, stirring often.

In a serving dish approximately 10 inches (25 cm) in diameter and 2 inches (5 cm) deep, use a rubber spatula to spread the refried beans across the bottom of the dish. Wiping the spatula after placing each layer, spread a layer of the sour cream mixture on top of the beans, followed by layers of guacamole, cheese, and finally the salsa. Serve with chips for dipping.



Dried herbs are the status quo in classic ranch dip, but using fresh herbs instead adds a more mellow and nuanced flavor.

Ranch Dip see recipe

Roasted Tomato Salsa see recipe


Charred tomatoes give smoky flavor to salsa. Minced chipotle chiles are another good smoky-flavored addition.

Taqueria Guacamole see recipe

Caramelized Onion Dip see recipe


Substitute chopped steamed spinach for the artichoke and you’ll have another of the best party dips around.

Hot Artichoke-Parmesan Dip see recipe

Homemade Ketchup see recipe

Blue Cheese Dip see recipe



Perfectly ripe, silky avocados are key to nailing this simple yet sublime recipe. They are ready to eat if they give slightly to gentle pressure. To ripen firm avocados, slip them into a paper bag, add a banana or apple, close the top, and leave for 1–3 days, checking them daily.

3 ripe avocados, halved and pitted?

3 tablespoons chopped fresh cilantro

Juice of 1 lime

1 or 2 dashes of hot pepper sauce, such as Tabasco (optional)

Kosher salt and freshly ground pepper

Scoop the flesh from the avocados into a bowl. Using a potato masher or a large fork, smash the avocados until mostly smooth. Stir in the cilantro, lime juice, and hot sauce, if using. Season with salt and pepper and serve right away. To store, cover the bowl tightly with plastic wrap so that the plastic is touching the guacamole and refrigerate for up to 1 day.

CHUNKY GUACAMOLE Pit, peel, and cut 3 avocados into ½-inch (12-mm) cubes and place in a bowl. Add 2 Roma tomatoes, cut into small dice; 3 tablespoons finely chopped red onion; ¼ cup (⅓ oz/10 g) chopped fresh cilantro; the juice of 1 lime; and 1 small jalapeño chile, seeded and minced. Gently toss. Season with salt and pepper and serve right away.

AVOCADO CREMA Scoop the flesh from 1 avocado into a small bowl and mash with a large fork until creamy and smooth. Stir in ¼ cup (2 oz/60 g) Mexican crema or sour cream and 1 tablespoon fresh lime juice. Season with salt and serve.



The deep smoky flavor of this classic partner to tortilla chips comes from charring the tomatoes and jalapeño under the broiler. If good-quality fresh tomatoes are not in the market, substitute 1 can (14½ oz/455 g) fire-roasted tomatoes.

1 lb (500 g) Roma tomatoes

1 jalapeño chile?

3 cloves garlic, unpeeled

½ white onion, quartered

2 teaspoons olive oil

⅓ cup (½ oz/15 g) loosely packed fresh cilantro leaves, chopped

1 teaspoon red wine vinegar

Kosher salt

Preheat the broiler. Line a baking sheet with aluminum foil.

Cut the tomatoes in half lengthwise and arrange on the prepared pan, cut side down. Place the jalapeño, garlic, and onion on the pan so everything is in a single, uncrowded layer. Drizzle with the oil. Slip under the broiler about 6 inches (15 cm) from the heat source and broil, turning the vegetables once and rotating the pan as needed, until the vegetables are charred all over, about 5 minutes per side. Remove from the oven and let cool.

When the vegetables are cool enough to handle, seed the jalapeño and peel the garlic. Combine the tomatoes, jalapeño, garlic, onion, and cilantro in a blender or food processor. Process until well combined with no large chunks, but still with plenty of texture. Add the vinegar and pulse to combine. Season with salt. Serve right away or store in an airtight container in the refrigerator for up to 1 week.



Some mixologists swear by Cointreau and some by Grand Marnier. Some prefer silver tequila and others gold. Simply put, there are lots of recipes for the beloved margarita. Pour this classic version into a pitcher and ready a tray of salt-rimmed glasses for do-it-yourself service.

Coarse sea salt, preferably Maldon

1 lime wedge

Crushed ice

1 cup (250 ml) silver tequila

⅓ cup (80 ml) orange liqueur, such as Cointreau, triple sec, or Grand Marnier

⅓ cup (80 ml) fresh lime juice

Lime slices for garnish

Pour a thin layer of salt onto a small plate. Moisten the rims of 6 tumblers with the lime wedge. Working with one glass at a time, dip the rims into the salt to coat them evenly.

Fill a pitcher half full with ice. Add the tequila, orange liqueur, and lime juice. Stir to mix, then serve with the glasses alongside. Offer lime slices to add as desired.

BLOOD ORANGE To the tequila and ice, add 1 cup (250 ml) fresh blood orange juice, 1 cup (250 ml) triple sec, and ¼ cup (60 ml) fresh lime juice. Stir to mix. Pour into the prepared glasses, garnish with thin wheels of blood orange, and serve.

WATERMELON Make a watermelon purée: In a blender, combine ¾ cup (4 oz/125 g) cubed watermelon, 1½ teaspoon simple syrup, and a dash of fresh lemon juice. To the tequila and ice, add the watermelon purée, ¾ cup (180 ml) fresh lime juice, ¼ cup (60 ml) St. Germain elderflower liqueur, and ¼ cup (60 ml) simple syrup. Stir to mix. Pour into the prepared glasses, garnish with charred or fresh lemon wedges, if desired, and serve.



Oven fries are easier and better for you than their deep-fried kin. Here, sweet potato wedges are treated to a no-fuss coating of olive oil, salt, and pepper and served with a creamy dip. Choose a flavorful sweet potato variety, such as Garnet, Jewel, Nugget, or Beauregard.

2½ lb (1.25 kg) sweet potatoes, well scrubbed

2 tablespoons olive oil

Kosher salt and freshly ground pepper

½ cup (4 oz/125 g) crème fraîche

1–2 teaspoons Sriracha

Position a rack in the upper third of the oven and preheat to 450°F (230°C).

Trim the ends from the sweet potatoes. Cut in half lengthwise and place, cut sides down, on a work surface. Using a sharp knife, cut each half lengthwise into wedges ½ inch (12 mm) wide. Place the wedges in a large bowl, drizzle with oil, and toss to coat evenly. Season well with salt and pepper. Place the wedges in a single layer on a large baking sheet, allowing ample space on all sides to ensure even cooking. Bake until golden and tender when pierced with a knife, about 50 minutes.

Meanwhile, in a small bowl, mix the crème fraîche and Sriracha until blended.

Serve the fries with the Sriracha crème fraîche for dipping.

SAGE & GARLIC In a small bowl, combine 1 tablespoon olive oil, 1 teaspoon chopped fresh sage, and 1 clove minced garlic. Spoon atop the hot sweet potatoes and toss to coat.

PARSNIP Substitute parsnips in place of the sweet potatoes and cook as directed. If desired, sprinkle with flaky sea salt (such as Maldon) and chopped fresh dill before serving.



The secret to great French fries—creamy on the inside, crisp on the outside—is to fry them twice, first at a relatively low temperature and then at a slightly higher one. Here, those perfect fries are made game-worthy by tossing them with cheese and garlic. To spice them up, substitute a small spoonful of minced jalapeño chile for the parsley.

2 russet potatoes (about 1½ lb total weight), peeled and cut into ¼-inch (6-mm) matchsticks

Vegetable oil for deep-frying

1 tablespoon butter, melted

7 cloves garlic, minced

3 tablespoons finely grated Parmesan cheese

½ cup (½ oz/15 g) loosely packed fresh parsley, chopped

Kosher salt

Place the potatoes in a bowl of cold water and set aside.

Pour the oil into a heavy-bottomed pan to a depth of at least 3 inches (7.5 cm) and warm over medium-high heat until it reaches 300°F (150°C) on a deep-fry thermometer.

Drain the potatoes and lay on a plate lined with paper towels, using extra towels to blot dry. Line another plate with paper towels. Working in batches, fry the potatoes for about 4 minutes (there shouldn’t be any color on the potatoes), and then, using a wire skimmer or slotted spoon, transfer to the prepared plate. Raise the oil temperature to 375°F (190°C) and, working in batches if necessary, fry the potatoes again. Cook just until golden brown, about 2 minutes.

Using the wire skimmer, return the fries to the towel-lined plate for a few seconds to drain the excess oil, then transfer to a mixing bowl. Add the butter, garlic, Parmesan, and parsley and gently toss. Season generously with salt and serve.



For a casual touch, serve fries or homemade potato chips in cones made of parchment paper.

Sriracha Crème Fraîche see recipe

Sweet Potato Oven Fries see recipe

Garlic-Parmesan Fries see recipe


A swift shot of hot sauce or a liberal dose of shredded cheese elevates fries from plain to primo.

Parsnip Oven Fries see recipe



Many would find it downright lonely to watch the game without a big plate of nachos at hand. There is no right or wrong when it comes to toppings, which is good news, as everyone seems to have a favorite. Here, you can swap in shredded chicken for the beef, pintos for the black beans, and pepper jack for the Cheddar.

1 lb (500 g) ground beef

1 tablespoon chili powder

1 tablespoon ground cumin

Kosher salt

2 tablespoons butter

2 tablespoons all-purpose flour

2 cups (500 ml) whole milk

2½ cups (12 oz/350 g) shredded Cheddar cheese

1 bag (14 oz/500 g) tortilla chips

1 can (15 oz/470 g) black beans, drained and rinsed

2 tomatoes, chopped

¼ small red onion, thinly sliced

⅓ cup (2½ oz/70 g) sliced jalapeño chiles

Sour cream, salsa, and guacamole, for serving

In a frying pan over medium-high heat, brown the ground beef, breaking it up with a wooden spoon, until cooked through. Pour off all but abou
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he country, so catering really increased my interest in their local foods and traditions. Suddenly I had the freedom to be creative with food, hire and train my own catering staff, travel to First Nations to do cooking demonstrations, design restaurants, and train community cooks. I don’t have time to devote to catering anymore, but my consulting business has expanded a lot since those days.

Mom (Delores Wolfman) and Dad (Rubin Wolfman) in 2006.

The demand for my cooking motivated me to learn more about the diet of First Nations peoples in what is now Canada (long before French explorer Jacques Cartier made his way over here in the sixteenth century). The deeper I got into learning about food and Indigenous culture, the more I wanted to share my knowledge.

In 1994, I became a professor of culinary arts at George Brown College of Applied Arts and Technology, my alma mater, where I discovered pretty quickly that teaching groups of young people how to cook can be quite challenging—but very rewarding. More than two decades later I still love my job and have tried to make good use of my teaching experience in writing the recipes in this cookbook. This is why I also included a lot of specific cooking tips. One example is my advice to always read a recipe through to the very end before starting to prepare it so that you don’t discover halfway through making it that it needs specific ingredients or equipment, and so on.

Me in the studio during taping of Cooking with the Wolfman in 2008.

I met Marlene in the 1990s. She was a high school teacher on leave from the Toronto District School Board and seriously thinking about quitting the profession. She was hired at my college to do research on the postsecondary education needs of Indigenous people in the Greater Toronto Area. I helped her out by making some introductions to people at local organizations whom she could interview for the project, and we became friends. It just so happened that Marlene’s parents had also moved to Toronto from the west in the 1950s and had very little contact with family for several years, until they were able to start making annual car and camping trips west. She is a member of the Métis Nation of Ontario, although her family is originally from Saskatchewan. Her mom is Métis and her late father was Irish and Scottish.

Once we got to know each other, Marlene and I were surprised to learn that we had so much else in common. Her family lived in the east end, and both of our families regularly went to the same petting zoo at Riverdale Park. She and her sisters used to take part in all the drumming and dancing and craft activities and the L’il Beavers youth program at the same local friendship centre where I had set up the soup kitchen and catering. In the late eighties, we used to work in buildings that were literally next door to each other in Don Mills. And it turns out that when we met, we were living about a block apart and even walked our dogs in the same park. Marlene moved on when the research project was done and finally resigned from teaching to work in the Indigenous community doing television production, marketing and event planning, but we’d bump into each other every now and then at fundraisers and other local events.

Cooking with the Wolfman was my next big adventure. The show first aired in 1999 on APTN (the Aboriginal Peoples Television Network) in Canada. Tapings were done in the summer months when I wasn’t busy teaching, but I ran myself ragged doing a lot of advance planning and coordination for production. I was the host, but most people don’t realize that I was also responsible for the budget, recruitment of the production crew and talent, the shooting schedule, recipe development, food shopping, wardrobe, crew meals, ground transportation and more. My wife at the time was a big help on all of this.

Fan mail started pouring in from people wanting recipes, wanting to be on the show, wanting to know where to get the ingredients and wanting me to take the show on the road so that they could participate. The budget did not allow for travel, so I invited artists, novelists, musicians, dancers, actors, educators, political leaders, elders and herbalists living in Toronto to come to the studio kitchen instead. Many Indigenous people of all walks of life live here. We taped three to five different shows a day, requiring me to produce about twelve to fifteen recipes each day just for the show, and buffet style meals for the crew between tapings. It was a mad house! The show aired until 2017 in Canada and is airing in the United States on FNX and NativeFlix now, so the fan mail comes from farther away. But one thing hasn’t changed: the energy I have for sharing good food with friends.

It wasn’t until I had several seasons of the show under my belt and was separated, that Marlene and I met again and she joined the production team. By then she had set up her own consulting business in Muskoka, Ontario, co-authored a teacher’s resource on the Indigenous peoples of Canada, had a long list of Indigenous business and social service agency clients, and had television production experience to boot.

Marlene returned to Toronto and joined forces with me to build my business. These days I design special events menus that feature Indigenous Fusion, speak at conferences, deliver my Recipe for Success goal setting workshop, deliver a healthy eating and healthy weights workshop geared to low-income families, and customize hospitality training on reserves. Together we coordinate live cooking competitions, conduct restaurant makeovers, deliver a cultural and culinary tourism training workshop for First Nations communities, and sell Cooking with the Wolfman knives. Marlene is my culinary assistant and videographer at live events and handles all my marketing and event bookings. She continues to operate her own business on the side as an Indigenous education consultant, curriculum developer and program evaluator. In 2009, we got married.


The words of an elder inspired me to write this book. I was demonstrating how to cook large game to an audience of Gwich’in youth in Inuvik, a community in the Northwest Territories located two degrees above the Arctic Circle. They were surprised to learn that the frozen game they ate so regularly could be jazzed up and made as appealing as lasagna, just by adding some new ingredients and changing the cooking process from frying to other methods. But it was what one elder said to me afterwards that really hit me. He told me that it was great that I was bringing the food back home. He watched the whole cooking demonstration but was impressed the most by the fact that the youth were really paying attention and showing interest in learning more about food.

So many Indigenous food customs are fading away along with the languages and cultural traditions that have become extinct. Some of us, though, are lucky enough to have access to elders who can still source indigenous plants and who still know how to traditionally hunt or fish and prepare food. I try to take every opportunity to learn from grannies and elders; this is how I first began developing recipes to feature foods indigenous to the Americas—recipes that include long-forgotten food sources and cooking methods.

People ask me what Indigenous people ate before contact with Europeans, and I tell them what I know: each nation had its own resources and its own way of hunting, fishing, gathering and harvesting foods, planting foods, and cooking, for that matter; they didn’t all eat the same thing—how could they, when they lived in different climates, different regions and different environments, and had different lifestyles? It would be like asking, “What do Europeans eat?” Food staples that were plentiful in one region were rare or non-existent in others. Also, diets changed over time as a result of colonization.

It’s interesting to me that the food movement to “eat local” is gaining ground worldwide. More and more health- and environment-conscious people are encouraging people to eat foods that are produced in their own region rather than those that are transported or imported from other regions or countries. Eating local is what every culture did before food trade networks were ever created! The “slow food” movement is also a sign that people are wising up to the ways of the past.

Modern society is making a full circle: recognizing the value of cutting out processed foods, artificial foods, genetically modified foods and so on, and validating ancient ways of living in harmony with our environment, rather than against it. Among the Indigenous peoples of the Americas, the growing interest now is not to eat local as much as it is to return to a “traditional” diet of foods that originated from these lands—including foods traded between nations on these continents. Corn is one example of a staple food of the Iroquois nations in northeastern North America. This plant is not indigenous to Canada or the United States but came from much farther south and took thousands of years to make its way north to Iroquois territory. Now corn is most definitely considered an Iroquois food.

To be clear, my recipes are not about making a meal out of whatever you can gather on a walk in the bush or about eating only those foods that were available in North America before the lost Spaniards reached the so-called New World in the fifteenth century—new to whom? My recipes are about taking the essence of indigenous ingredients and putting it under the spotlight. I blend the traditional with modern tastes and ingredients that are generally available in stores these days. This is the style of cooking that I call Indigenous Fusion.

Because of the great variety of foods indigenous to Turtle Island, there is no shortage of culinary inspiration for me. (Turtle Island is what some Indigenous peoples, including the Ojibway and Haudenosaunee, call North America; the term is based on their creation stories.) I love combining root vegetables of the plains with fish from the Arctic and wild edibles from the woodlands, with a touch of hot pepper from our brothers to the south, as long as these ingredients complement one another from a culinary perspective. Remember, we didn’t cross the border—the border crossed us! Some of the Métis recipes I included in this cookbook come from my mother-in-law, Marge Finn, and reflect the distinct heritage of the historic mixed-blood people born of the European explorers and Indigenous women.

There are some unusual ingredients in my recipes, but most ingredients can be found in supermarkets in Canada and


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