by Joyce Rosencrans
Scripps Howard News Service
Art Ginsburg, aka Mr. Food, is the ultimate TV celebrity chef, known to millions as the quick-and-easy recipe guy who doesn't take food or himself too seriously.
His trademark salt-and-pepper beard, white bib apron and chef's hat are recognizable in about 170 television markets, which carry Mr. Food's popular 90-second food vignettes.
How complicated could a 90-second recipe be? Not very. Mr. Food is not a fellow who would ever chastise you for relying on convenience foods. Some of his very best recipes call for canned soup, instant pudding, bottled sauces, cake mixes or refrigerated doughs. He doctors the products thoroughly and cleverly. Come to think of it, he could be called Dr. Food.
If a dish tastes good, he says, it's guaranteed to draw the family around the table to talk with each other. That's why cooking at home is so important, he thinks.
Mr. Food lives in Miami Beach, Fla., and told a recent audience in Cincinnati that he "was born into the food business in Troy, N.Y." He said he always tells people that's in upstate New York, so he won't be misidentified as a New York City food snob. Ginsburg furthered family tradition by being a butcher and caterer.
Ginsburg began to share some recipes with local TV audiences in New York. After fielding late-night phone calls at home for his catering services, he begged the TV host to stop introducing him as Art Ginsburg, the caterer. He said, "Call me Mr. Cucumber, Mr. Bushel Basket, Mr. Food, anything; I don't care."
Mr. Food began self-syndicating his 90-second food spots and rave reviews poured in. His avocations are singing, dancing and acting, so the TV gig is a natural vehicle for what he does.
In 1982, Mr. Food was signed by King World, now CBS/King World, which syndicates Oprah. Now Mr. Food reaches millions of fans daily and has 20 employees in his firm six to eight kitchen-staffers most days, creating Mr. Food-style recipes.
He's produced over 30 cookbooks. The Best of Mr. Food is the latest, but not the last of the Best of recipe compilations from Oxmoor House publishing.
His favorite recipe from the first Best of book is the chicken cacciatore. He said chicken breasts wouldn't stand up to the simmering necessary for the hunters' sauce of tomatoes, wine and onions. Besides, dark-meat thighs have more flavor.
The orange fruit dip is perfect for dunking nectarine, plum and pineapple slices; the shrimp dish is in Mr. Food's Fancy Schmancy chapter in the "Best of" book. With French bread for sopping the juices, though, it's a casual kind of meal.
(Joyce Rosencrans is food editor of The Cincinnati Post.)
Recipes:
Shrimp With Feta Cheese
Chicken Thighs Cacciatore
Orange Sour Cream Dip
Awesome Blueberry Pie
Resources The Best of Mr. Food
by Art Ginsburg
Oxmoor House, June 2001
Order this title from Amazon.com.
Mr. Food Cooking by the Calendar: Fifty-Two Weeks of Year-Round Favorites
by by Art Ginsburg
William Morrow & Co., 1999
(William Morrow is out of business.)
Order this title from Amazon.com.
