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CONFERENCE WORKSHOPS — Thursday, April 3

Note: Workshop registration is limited. All workshops require advanced registration.

Lunch will be provided for those attending both morning and afternoon workshops.


Workshop 9:00-1:00 pm

1. Reading Cookbooks for Technology with Barbara Ketcham Wheaton

Cookbooks are extraordinary primary sources to plumb for evidence of kitchen practices. In this workshop, student will turn a critical eye on these works, reading excerpts of cookbooks written from the sixteenth through nineteenth centuries, focusing on the techniques and technologies explicitly documented and, with Wheaton’s expert guidance and encyclopedic knowledge, teasing out additional information hidden in the texts. This workshop is a rare opportunity to explore and share discoveries with other culinary scholars.

Participation is limited to 16, and punctuality is essential. Readings will be distributed at the beginning of class, when Wheaton will discuss the methodology to be employed in analyzing these texts. Because of the tight time constraints, Wheaton may bar anyone who is more than 10 minutes late from participating.

Presenter: Barbara Ketcham Wheaton

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2. The Truth About Olive Oil: A Workshop and Tasting

This workshop will cover everything you ever wanted to know about extra-virgin olive oil—how to choose it, how to use it, how to recognize defective oil. During the course of the session, we will taste eight or ten oils in two separate tastings; we’ll learn something of the history of olive oil in the Mediterranean diet and why it is so important; we’ll look at some technological developments that have made good olive oil more available than ever before; we’ll go over current regulations and their enforcement (or lack thereof); and we’ll discuss some simple recommendations to follow when confronted with the usual bank of unknown extra-virgins in a shop or market.

Organized by: Nancy Harmon Jenkins, author of The New Mediterranean Diet Cookbook

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Workshops 1:00-5:00 pm

3. Creating Dynamic Recipes

Recipes have always been interactive, enticing readers to become participants as they turn written words into food. In recent years new technologies have given recipe writers the opportunity to dynamize static elements of traditional printed recipes through real time communication online, incorporating interchangeable modules in the recipe format, and by embedding algorithms into an electronic recipe that allow the user to change a recipe’s outcome right on the screen. This workshop will go through various methods of animating recipes with a concentration on the algorithmic model.

Organized by: Andrew Schloss and Max Minkoff, creators of Cookulus

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4. The Changing Food Web (social media workshop for food writers)

While everyone is jumping on the social media bandwagon these days, digital platforms are particularly relevant to culinary professionals. With an emphasis on storytelling and the visual medium that the Internet provides, it’s no longer a question of “should I?” but rather “how do I?” Through this multi-layered workshop, we’ll explore a variety of questions about the social media landscape, examining the importance of Facebook, Twitter, Pinterest, blogging and other social media platforms to the business of food. Along the way, we’ll discuss best practices for social media marketing, examine food trends that are influenced by (and influence) social media, explore the kinds of content suited for each platform (and how to generate them), talk about how to use social media to generate business opportunities and new leads, and also illuminate the darker issues surrounding our digital age, discussing issues about copyright infringement and other topics.

Organizers: Bruce Shaw and Adam Salomone

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5. How To Use Crowdfunding To Start Or Grow Your Food Business

Need to raise money to bring your artisan food product to market, finance or expand your restaurant, create your cookbook, buy a food truck, start an incubator kitchen, etc.? Join the thousands of artisans; farmers; bloggers; chefs and entrepreneurs who have used crowdfunding to make their food business dreams a reality. Crowdfunding is a tool that enables you to raise money for your project. The money comes in the form of pledges from your friends, fans and complete strangers given in exchange for receiving rewards that are related to the project.

Wondering if crowdfunding might work for you? In this session you get to explore how to plan a campaign from several successful crowdfunders and through case studies of food related projects that reached their targets and beyond. You will leave with an overview of the steps, strategies and mindset needed to create your campaign and achieve your goal. You will learn how to avoid common pitfalls. You will learn about several crowdfunding platforms, including Kickstarter, that have been used by hundreds of culinary professionals for funding. You will get a chance to ask questions about crowdfunding and get valuable feedback on your ideas and projects that will help you bring them to fruition.

The speakers are food entrepreneurs who have successfully used Kickstarter and IndieGoGo to fund their projects.

Organized by: Jackie Gordon, Chocabaret - chocolate tasting meets a cabaret show (start) [$11,500 goal, raised $12,505]

Participants:

Jordyn Lexton Drive Change - food truck that hires-trains formerly incarcerated youth (start) [$40,000 goal, raised $42,196]

Samantha Rose, Gir Ultimate Spatulas 1st campaign (start) [$15,000 goal raised $48,724] | GIR Mini, Skinny, Pro Spatulas 2nd campaign (grow) [$50,000 goal, raised $136,284]

Elise Rosenberg, Colonie Restaurant (market) [$10,000 goal, raised $15,371]

Sogoal Zolghadri, owner of Sogi’s Honey Bake Shop – hand painted cookies (grow) [$6,500 goal, raised $9,026]

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6. Culinary Video Production:
A 4-hour hands-on off-site workshop to be held at SeeFood Media’s kitchen studio

32 Clinton Street, at the corner of Clinton and Stanton Streets, in Manhattan’s Lower East Side.

From brands to bloggers, it seems like the entire culinary world is hurtling towards digital video as the ‘it’ method of communicating. But shooting a food video isn’t as simple as it seems. This intermediate-level workshop is designed for participants with some experience who want to hone their skills under the guidance of industry experts. Following a studio tour and a briefing on roles, procedures, and equipment, participants will be divided into teams of four. Taking the roles of Producer/Director; Food Stylist; Camera Operator/Sound; and On-camera talent, teams will execute a recipe demo shoot from start to finish in one take. There will be a constructive review of all the videos, with pointers on how to improve performances. James Beard Award winning Director Jamie Tiampo will lead the session with Producer Saukok Tiampo, Technical Services Manager Jimmy McCoy, and Studio Associate Nicole Kujawski. The high instructor to student ratio, with a maximum of 16 participants, allows for plenty of individual attention. http://seefoodmedia.com/location

Please note that the workshop will not cover editing and post-production workflows.

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