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September 28, 2009

People who love Trader Joe's really love Trader Joe's. The grocery store chain known for its low prices, exotic foodstuffs and super-friendly staff has a devoted following—making it the perfect subject for a cookbook... or three. A self-published cookbook for dishes using Trader Joe's products has sold 70,000 copies, and now comes a sequel and a similar book from another publisher. Also in this issue, a report on Brazil's food and cookbook scene; a Q&A with Ree Drummond, aka The Pioneer Woman; news on the 2010 IACP Cookbook Awards; and a review of Thomas Keller's new cookbook. Please subscribe to Cooking the Books (it’s free!) here.—Lynn Andriani, Senior Editor

• Self-Published Trader Joe's Book Inspires Sequel and Imitator
  In the department of unlikely books becoming hits are often those that relate somehow to a subject that has a cult following of sorts. Take Trader Joe’s, the chain of grocery stores with low prices, exotic treats and friendly employees. The store has inspired numerous fan clubs and online community pages. So is it any wonder that a self-published book on all the dishes you can make using Trader Joe’s products has sold 70,000 copies, spawned imitators, and inspired a sequel? more » » » 
• Cookbook Publishing in Brazil, Eating in Ipanema
  Tall and tan and young and... hungry? I recently spent a week in Brazil, attending a book fair in Rio de Janeiro and meeting with book publishers in São Paulo. Although the purpose of the trip was for me to get an overview of Brazil’s publishing industry, I also got a fantastic impression of Brazil’s food culture. Here’s a look at what I ate in Brazil, how cookbooks are marketed there, and how well one cookbook publisher is doing. more » » » 
• Cooking the Books with Ree Drummond, aka The Pioneer Woman
  On October 27, Morrow will release The Pioneer Woman Cooks by Ree Drummond, who writes the blogs Confessions of a Pioneer Woman and Pioneer Woman Cooks. Drummond’s loyal fans—her site registers two million visitors a month—helped make The Pioneer Woman Cooks the #1 pre-ordered hardcover on Amazon recently. The author talked to PW from her Oklahoma ranch about her writing, from blog to cookbook to a forthcoming narrative nonfiction book. more » » » 

• Short Order: September 28
  What's new in the world of cookbooks? A new BabyCakes video shows the sexy side of frosting cupcakes; entries for the 2010 IACP Cookbook Awards are due October 28; Matsuri hosts a party for Japanese Hot Pots at Manhattan's Maritime Hotel; Allrecipes launches in Québec; and Organic and Chic author Sarah Magid shares treats at a signing in New York City. more » » » 
• Review: Ad Hoc at Home: Family-Style Recipes
  Thomas Keller shifts his focus from fine dining to family-style meals for the home cook in this accessible and dazzlingly beautiful book based on the fare served at his Ad Hoc restaurant, in Napa, Calif. This collection is what legions of Keller fans have been waiting for, a book that allows them to replicate the merest glimmer of his culinary genius in their own homes. more » » » 
• Recipe Report: September 28
  When Carla Hall served a non-alcoholic Cranberry-Ginger Spritzer on the fifth season of Top Chef, the judges initially sneered. It seemed a bit tame for the occasion: a masquerade party hosted by the Krewe of Orpheus at the New Orleans Museum of Art. Carla's zippy concoction turned out to be a smart move, though; even guest judge Emeril Lagasse—who isn't known his for moderation—loved it. The recipe appears in Top Chef: The Quickfire Cookbook (Chronicle, Sept.), alongside stiffer libations like mojitos and hurricanes. I'm with Emeril: this one's a winner. While the combination of cranberry and seltzer are common, adding ginger, brown sugar and lime give this drink much more flavor and interest. Click here for the recipe.

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