Showing posts with label Melbourne Food events. Show all posts
Showing posts with label Melbourne Food events. Show all posts

20 November 2010

Livingroom for more

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Image from the restaurant's website


"…A Hendricks and ice for me"
"Would you like that with cucumber?"
"Yes please!" My heart skipped a happy beat.


Dining in a suburban restaurant I did not expect to find Hendricks Gin available, but that short discourse told me that I had been placed in good hands.

 



In my experience the further you go from the Melbourne CBD, the better the Asian food. The converse applies to European food, especially in the South Eastern suburbs. 


Go beyond Attica in Ripponlea and the imaginative, conceptual cooking seems to disappear until you reach the countryside, where The Royall Mail and Loam are edging into creative modern territory. The same can be said for what I recently heard described as 'Honest Food' – good ingredients delivered simply, using traditional techniques and served up with a whole bunch of integrity.


While the expensive, modern and adventurous is something I looked forward to about twice a year, it is the honest stuff that would entice me to leave my own kitchen more often. My two favourite exponents of this kind of thing unfortunately are far from my home: George Biron's Sunnybrae in Birregurra and Steve Cumper's Red Velvet Lounge in Cygnet, Tasmania. The tyranny of distance means that I don't dine at either often enough. But now I think I've found another to add to the list, and it's amazingly in the burbs.


By the suburbs I don't mean way out in the heartland of McMansions where Asian cooking reaches amazing highs at low price points. No, this venue is in Malvern, where the leafy streets are filled with meticulously restored and extended period homes, well serviced by public transport and a mere stone's throw from our Jewish heartland. My new happy place venue is Livingrooom.


Hugging a corner in Claremont Street, Livingroom stretches its verandahs wide over the pavement. Close to Malvern station and away from the din of bustling Glenferrie Road it squats low on the landscape surrounded by genteel shops and a doll hospital.


This is a locale that keeps a respectable distance from the youthful outlook of St.Kilda, Windsor and the tourist aspect of the CBD; an interesting spot to do business. And somehow Livingroom manages to face the challenge of entertaining the professional families and Empty Nesters residing in Armadale through to Caulfield with integrity from breakfast through to dinner service.


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They do it by making their guests feel like they're visiting neighbours for a dinner party, or by day that they've dropped in at a girlfriend's for a gossip and a cuppa. On Saturday afternoon it's a place where a man of a certain age can just be alone with the newspapers or a group of middle aged men can grab an espresso before catching a train to the football. 

Walking the tightrope between various functions, Livingroom manages to be smart, bright, spacious and kid friendly from breakfast through to dinner and at night is as intimate as the dining room of a picket fenced, restored five bedroom Federation house, with parent's retreat and outdoor living area.


Inside, an eclectic arrangement of old domestic dining tables and chairs are delineated into two spaces by chandeliers in the lower, more formal area and red shaded pendant lights in an upper room that feels more café in style. This second space is dominated by the coffee machine, wine fridges and a toy box. On entry the Kitchen is visible and in it you will spy Head Chef Darren Daley.

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In 1999 Darren was recruited from London's Bibendum restaurant at the height of its popularity and prowess. He was one of a number of British Chefs lured to Melbourne to work at the Sofitel. At the time TV Masterchef judges, Gary Mehigan and George Calombaris were also employed there.


Darren however, is a quiet achiever. You won't find young Restaurant Critics fawning over Darren. He has not sought out their favour nor courted the limelight. He is not one of The Australian Food Twitterati. He does not have a big PR machine behind him, though I do suspect the PR hawks will be circling, hoping to get a piece of the action soon.


I've watched Darren's progression over the years. He has worked confidently and quietly since leaving The Sofitel by working at reputable venues. From being the lynch pin in revered gastropubs such as The Kingston in Richmond, to a stint at Guy Grossi's Mirka at Tolarno and then over to head up Sud's two venues, he has consistently produced a quality product, built on a passion for what he does best.


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I respect the honesty of his cooking. He takes an artisanal approach. I have watched him make his own sausages, his eyes mist over at the thought of slow cooked dishes and heard him talk with excitement of cha sui bao – Cantonese roast pork buns. In his kitchen, a passion for showcasing good produce is at the fore. And to add to that there is also an honesty in the service, where Darren's sister - a Sommelier in training – works alongside staff recruited from Maha and other reputable venues, who strike a chord between knowledgeable and unpretentious.


So from breakfast to dinner you will find polite subtlety, attention to detail and quality both in service and cooking. A brand new wine list is extensive, chosen by Alan Markham, the owner of Livingroom. This list, I would suggest is to some guests, a little intimidating. But in a thoughtful manner, tasting notes for the European and Australian selection prevents potential blushes.


To me, on a number of levels they have a difficult clientele to woo. If the menu were to sound too molecular or fanciful it would turn the conservative core off, but if it doesn't sound that little bit special, it won't entice those looking for the night out with a brag factor either. So faced with the tightrope of a dinner menu I honestly found it tough to make a decision what to eat. I was tempted by much, but initially thought perhaps it wasn't pushing my boundaries. I later realised that the written menu did not do the delicious creations justice. So I wondered if a certain amount of dumbing-down had been called for, so as not to scare the locals?


I would describe Darren's offering as Contemporary European, at times rustic. In fact on a recent trip to Paris, we found that Livingroom was in step with the regular hang-outs of city living Parisians, because here, it's all about flavor. The dishes are not excessively tricked up with gadgetry or gimicry, just strong traditional techniques. I feel Darren does his suppliers proud. From early evening, starting with diners of families and older folk, to couples having a night away from the kids, it is clear that the customers are well taken care of.


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Amongst the entrees on the night we visited there were some excellent locally made charcuterie options from Siketa Meats, a wagyu bresoala dish and crowd pleasers such as fried zucchini flowers stuffed with lemon, ricotta and mint and a roasted pepper dressing. But this clientele also love the chicken livers with capers, parsley, witlof and Roquefort dressing.


While polenta crusted sardines stirred Mr Sticki, he is a goats cheese buff, so went for the cheese in fritters with lemon thyme that was a roll call of his favourite ingrdients. The creamy texture and salt factor in the cheese was pleasantly offset by a piquant julienne of apple, radicchio, candied walnuts and truffled honey.



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A five spice quail was reminiscent of dish I grew up with. Satisfyingly crisp fried, fleshy and subtly flavoured it works well with pickled chilli, mint and coriander. While comforting to me, I wondered whether the local clientele considered this Asian inspired offering exotic? But then I noticed in each course there was at least one dish that might appear challenging to the regulars and a number of items that some had not heard of such as, guanciale and scamorza.

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Scanning the mains, I toyed with the idea of Parsley and gorgonzola risotto with apple and rocket salad. I flirted with pan fried Mirror Dory with sautéed cavala nero, confit duck and red wine puy lentils. Mr Stickyfingers chose a Black Angus sirloin with soft buckwheat polenta and braised shallots - over the skirt steak with pommes frites, truffle salt and veal jus. Finally, after much deliberation I selected a rabbit wellington with spinach, mushroom, sage and gorgonzola farce. I'm a sucker for meat in pastry and I love rabbit.

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My main was very generous. Had not the beloved been on hand, I suspect I would barely have managed half. But that's just me. The contents had sufficient moisture while not making the pastry soggy. The gorgonzola gave the meat a hint of truffle like flavor, adding an unexpected depth to the dish. We could find no fault in the beautifully aged steak either. The shallots braised in wine were a delicious compliment to the deeply flavoured meltingly good meat.

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At this point I must apologise for the crappy food photography. The dining scenario after the 8pm peak is moody and candlelit. It is the dinner party scenario of viewing your companions in beautiful, soft, candlelight that is unforgiving on food bloggers wielding a discrete camera that avoids flash.


As the night trickled on into the hour that gen Y usually start their evening, greed kicked in and we opted to share a dessert. While Mr coveted the Munster, Roquefort papillon and the Blairlaith Cheddar, despite hoping to leave room for more, there was no way that our bellies would allow us to man an assault on a cheese course. 


Our waitress nominated the chocolate and peanut fondant with vanilla bean icecream and salted caramel sauce, which totally hit the spot in a gooey, crunchy, sweet-but-not-sweet way. It was perfect in all respects. Like a couple of shuffleboard players we found ourselves dueling to scrape the last remnants from the plate.

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Later, rolling outside into the quiet night I knew that I would be back. Being in good hands found us sated on more than one level and happy to have found 'my kind of place' south of the Yarra …. and not so far from Chez Sticky. It's really no wonder that the locals love Livingroom.



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Livingroom Restaurant and Cafe
12-18 Claremont Avenue,
Malvern Victoria, 3144 
(03) 9576 0356 | book via website | map & email








Livingroom Restaurant & Cafe on Urbanspoon
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14 February 2009

Slow Food Trivia Night, Mon 16 February



Back by popular demand is the Slow Food Melbourne Gastronomic Trivia Night with MC Amanda Finnis.

Gastronomica is a quiz with a difference. Form a team and pit your wits against your Gastronomica host. How's your knowledge of Australian wine regions? What do you know about the beers of Europe? Do you know your Stilton from your Brie? Your loin from your chump chops? Your béchamel from your bearnaise? How good are your tasting skills - can you identify separate ingredients from one taste of a dish?


Come along and have a go at overthrowing Table Matteo, the reigning gastro-champs (or is that chumps?). Great fun and fantastic prizes - as usual!




Quiz begins at 8pm
Collins Quarter
, 86a Collins Street
(between Exhibition and Russell street)
See the Collins Quarter website for location details.





Gastronomica is a quiz night like no other involving:

  • Appetiser - a special written question
  • Entrée - 10 general questions
  • Main Course - 10 multiple choice questions
  • Palate Cleansers - take on the MC, one-on-one, for a chance of a prize
  • Dessert - 10 questions on a specialist topic

For each Gastronomica quiz night there will be interactive questions involving a taste or smell ... and a variety of spot quizzes for instant prizes.


The unique quiz that is Gastronomica also features:

The Wheel of Cheese

The Wheel of Cheese is a truly marvellous construction. This specially designed wheel is used to decide the degree of difficulty of certain "spot quizzes" that occur during the night. Will the question be soft, medium or hard?

The Mystery Box

A mystery consumable item is placed inside a box. A clue as to the contents is placed on the top. To guess the contents a gold coin donation is required. At the end of the night the first correct entry to be drawn from a hat wins the box and its contents. All proceeds from The Mystery Box go to a charity of the organiser's choice.

The Instant Review

Teams get the chance to try a wine, spirit, beer, food ... and then write a 25-word review. The review deemed the best by your Gastronomica host, wins a prize.

Collins Quarter would like to invite you to Ra (upstairs) for Champagne and cigars after the trivia or come early for a bite to eat first.



I have seven people in my team and would welcome others...

...Let me know if you'd like to come.



17 July 2008

Chat & Chew - Melbourne Writers Festival









Friday the 18th of July
sees the launch of the Melbourne Writer's Festival Program with a free supplement in The Age newspaper. For those who prefer not to buy the paper the full program
is online here.




I think the Melbourne Writers Festival has been fairly low key outside of the Arts Community but it can actually be quite rewarding to attend, especially for non professionals.

On offer is a range of activities from Author lectures to literary walks and writing workshops, interactive events and
entertainment at the festival club. If you have an interest in books or in any form of writing you may well find something that will stimulate and it's all here in the city. Bookings can be made online or at the Festival box office in Federation Square.

For those with a mild obsession with things foodie, there are a few offerings of that nature, and if you are interested in enjoying some food and wine along with the banter of authors, some of these events may appeal:





Food and Wine
There being no finer marriage than food and literature, the festival offers some delectable events.


No Country for Old PMs – An Evening with Max Gillies
Grossi Florentino Restaurant
Event 2596 Monday, August 25 at 7:00PM
Event 2897 Thursday, August 28 at 7:00PM

Australia’s foremost political satirist Max Gillies in a wicked evening of reminiscence of the statesmen, the roosters, and the feather dusters he has portrayed. In a tribute to the writers Don Watson and Guy Rundle who have provided much of his material, Max brings Menzies, Fraser, Whitlam, Hawke, Keating and Howard back to life from their political graveyards in a hilarious dinner show.


Max revisits some of his razor-sharp scripts and totally unmasked, injects a fresh perspective to create a performance that cuts to the funny bone
of the body politic. No Country for Old PMs is a must-see for those in need of a laugh!

More than an evening with Max Gillies you will also dine at Grossi Florentino, a Melbourne icon thatinspires, exhilarates and seduces with a 3 course
set menu, 3 glasses of wine and coffee. Tickets: $185pp



Bottega Restaurant
22 & 23, 29 & 30 August 2008, 5.15pm - 10.30pm
Events 2292 : 2393 : 2992 : 3093

Remember the pleasure of being read to as a child? The magic that was created? Over 4 evenings, some of Australia’s finest actors -
Jane Clifton, Paul English, Reg Evans, Frank Gallacher, Julie Nihill, Suzanne Shubart and David Tredinnick will give us dramatic readings from popular Australian and international literature followed by a sublime three-course meal at Bottega Restaurant.

Bottega Restaurant, 74 Bourke Street, Melbourne City
Cost: $130pp, including wine




Modern Greek at The Press Club

Monday 25 August, 7.15pm for a 7.30pm dinner
Event 2595

George Calombaris, Chef of the Year, will speak to each course and the recipes he has chosen from his first book, The Press Club: Modern Greek Cookery. The Press Club was named the Best New Restaurant and George was named the Chef of the Year in the 2008 Age Good Food Guide Awards.

To follow will be fine cheeses selected by
Will Studd, as he talks on his latest book Cheese Slices– a comprehensive, richly illustrated guide to cheese which offers a unique glimpse into the skills and traditions behind the world’s best-known varieties.

Matching wines chosen by leading wine writer
Max Allen will offset each course. 4 course set-menu including wines.


The Press Club, 72 Flinders St, Melbourne
Cost: $155 per person including wine. No on-the-door bookings.
Bookings: 03 9677 9677

Dietary Requirements: we cater for all dietary requirements upon request. We will confirm this with guests when they make their reservation.




MoVida Bar de Tapas y Vino

Tuesday 26 August 2008, 12.00pm
Event
2692

With his award-winning cookbook based on the menu at MoVida recently released, MoVida: Spanish Culinary Adventures,
Frank Camorra shares his passion for Spanish food and its history over a set-menu lunch.

MoVida - Bar de Tapas y Vino, 1 Hosier Lane, Melbourne City
Cost: $45.00pp, includes two glasses of wine




Fragrant Rice at Seamstress

Wedneday 6 August 2008, 12.00pm
Event 2693

Visiting chef and author Janet de Neefe gives an overview of Balinese food and takes you through the menu, plate by plate, explaining the provenance of each dish. A set-price menu based on Janet’s acclaimed Fragrant Rice. Seamstress is Melbourne’s hot newest Asian restaurant which “melds the DIY sensibility of a laneway bar with serious culinary intent.” The Age

Seamstress, 113 Lonsdale St, Melbourne
Cost: $70.00pp, does not include wine





An afternoon of Big Reds

Thursday 28 August 2008, 4.00pm - 5.00pm
Event 2891

Join award-winning wine writer Campbell Mattinson for an afternoon of red wine at Beer Deluxe, Federation Square. Campbell, the author of The Big Red Wine Book, will offer a taste of his expert wine knowledge along with some of Australia’s finest red wines.

Beer Deluxe, Federation Square
Cost: $20/$18 You must be 18+






No food involved here outside of the theme, but it should be a pleasant and informative stroll:

A taste of Melbourne a literary walk

24 & 25 August, 2.00pm - 4.00pm

Work up an appetite on this walking tour of Melbourne’s culinary history. Join Charmaine O’Brien as she retells anecdotes and brings characters to life from the city’s fragrant and mouth-watering past. Beginning with a virtual taste of the pre-European pantry at Birrarung Marr, each era of the city’s development and its contribution to the way we eat now will be explored while you traverse Melbourne’s famous grid.

Along the way you will encounter the spirit and legacy of entrepreneurs, statesmen, confectioners, restaurateurs, chefs, cooks, politicians, butchers, bakers, bohemians, fishmongers, journalists, immigrants and everyday folk. And after all the talk of food and drink, real refreshment – accompanied by a little more story telling – awaits you at the end of our journey at Von House in Crossley Lane.


Venue: Walk, beginning at Birrarung Marr and ending at Von House, Crossley Lane, Melbourne
Cost: $40.00pp




Speed Book Club Dating

Thursday 28 August 2008, 6.00pm - 8.00pm
Event 2892 at Beer de Luxe

Don’t choke on your coffee; the festival isn’t going into the dating business. But, what we do want to match up are more book club members. We know that there are a lot of people in Melbourne who want to join a book club but don’t know where to start. We are waving a flag and saying “Start here at the festival”.

Come along on Thursday evening, register, and fill out your preferences for when and where you want to meet. And then we’ll introduce you, in a structured way, to a wide-range of other people also wanting to join a book club. At the end of the evening, return your list of list of those with whom you wouldn’t mind talking books and we feed all the data into the MWF computer and hope it doesn’t say ‘no’. The festival match-makes all the new clubs into being and oversees the first meeting to make sure everything is hunky dory.

It couldn’t be easier.


Beer Deluxe, outside in the beer garden, Federation Square
Cost: $10.00pp, includes a drink voucher at the door, with nibbles supplied to start you off!




In the Professional Development section one of my favourite cook book authors Lucy Malouf hosts a session:

Taste, aroma and mouth-feel
Sunday 31 August 2008, 10.00 am - 1.00 pm

Taste and smell are elusive sensations and hard to get into words.
Lucy Malouf
and Charmaine O’Brien will help you evoke past and place through reclaiming your memories of food.


Immigration Museum
Cost: $55 full, $50 concession





10 March 2008

Food For Trees

Restaurant luminaries unite
to fight climate change


Some of the biggest names in Melbourne’s restaurant business have joined forces to help reduce the environmental damage being done by carbon emissions.


Restaurant luminaries today gathered on Wednesday at the Bourke Street icon, Grossi Florentino Restaurant, to launch Food for TreesTM – a carbon capture scheme that commits the restaurants to tree plantings in and around Melbourne.


The set-up of Food for TreesTM has been funded by five of the most successful businesses in Victoria’s food and wine industry:


Food for Trees founding members:

Grossi Florentino Restaurant, City

De Bortoli Wines, Yarra Valley

Soul Mamas Restaurant, St Kilda

100 Mile Café, City

All Nations Hotel, Richmond


At Wednesday’s launch, the restaurateurs said they were motivated by a desire to do the right thing by the environment and by their customers.


Leanne De Bortoli – De Bortoli Wines:

“Consumers want and should be able to choose to minimise the environmental impact of everything they do, including eating and drinking. Food for TreesTM gives customers the choice of environmentally-conscious dining.”


Guy Grossi – Grossi Florentino:

“Most of us in the restaurant industry like to get our hands dirty. Food for TreesTM is a direct and practical way we can do our bit to reduce the impact of carbon emissions.”


Paul Mathis – 100 Mile Café:

“Many people in the restaurant industry are looking for a way to reduce their impact on the environment. We hope they will join Food for TreesTM and help us achieve the goal of one million new trees within ten years.”


Trees planted by Food for TreesTM will be overseen and managed by the Port Philip and Westernport Catchment Authority – a State government authority - ensuring that trees are planted where they will have the greatest environmental impact.


Food for TreesTM is aiming to plant one million trees within the next 10 years, expecting to capture in the order of 250,000 tons of carbon emissions, as well as cleaning waterways and providing habitat for native wildlife in and around Melbourne.


To kick off the scheme, the founding Food for TreesTM members are planting approximately three hectares in the Yarra Valley. As well as capturing harmful carbon emissions, the new trees will create a corridor of native habitat, providing homes for wildlife including the Helmeted Honeyeater which is on the brink of extinction. The Helmeted Honeyeater can only be found in Victoria and is the State’s bird emblem. Only 100 of the birds remain, mostly in the Yellingbo State Park near Yarra Junction.


Melbourne’s restaurant patrons will be able to identify Food for TreesTM members by the Food for TreesTM logo on restaurant doors and tables, or they can visit http://www.foodfortrees.com.au/ to find Food for TreesTM members.



Charitable Acts and Ethical Marketing are emerging trends that will proliferate through Food Media over the next ten years. Thanks to our concerns about the changing nature of diets and the integrity of the food we provide our families, the hospitality industry will in many ways lead the charge on a grass roots level and in time consumers and retailers will follow suit.


On a global level, Marketing Moguls have been seeking out local causes for some time that will offset their much criticised consumerism by allocating ethical marketing budgets to be sunk into causes that have synergy with their businesses.


For many years now, Mars & Uncle Bens have been supporting Guide Dogs for the visually impaired. Cigarette Mega brand Phillip Morris has funded Meals on Wheels in some states of the USA and one of American Express' charitable funds supports food education programs for teenagers where they are teamed with local chefs and farmers, who volunteer their time to teach and give hands on experience in the hope of garnering a more positive future.


In last week's New York Times an article entitled Friends with Benefits espoused the generosity of restaurants to charity despite themselves running on 'razor thin margins'. In the best case scenarios this is played out within the local community or with neighbourhood charities.


In the cases of celebrity chefs as much as US$8million has been raised by one US chef's foundation over six years, while less notorious chefs have enjoyed the best success in fundraising when multiple restaurants band together. It also provides a social outlet for hospitality industry personnel faced with the daily pressure cooker environment of running their businesses. Naturally this also provides restaurants with the kind of publicity that 'money can't buy', but although potentially looked upon favourably by the taxman, it isn't always enough to get bums on seats.


The Food For Trees carbon capture program, sees Melbourne restaurants banding together to invest in a cause. This particular one has been initiated by Rob Patten, a Social Worker and Ethical Business Developer. In this scheme they are seeking to enlist other restaurants to join this Not for Profit Organisation by committing an investment to contribute to the planting of a million trees over the next ten years.



They ask nothing of punters than to support the venues involved, so they are asking that you choose to dine responsibly in the venues that support the cause. In return the community will benefit by the carbon offset of emissions created by the tree planting and the restoration of nature corridors that will assist in aiding the fight against climate change by restoring large tracts of bushlands where the original ecological benefits of forestry and wetlands can be restored.


The particular benefits of the Food for Trees scheme are that the plantings are not plantation plantings. They are permanent plantings that won’t be cut down in 10-20 years’ time. They are also plantings that do more than just capture carbon emissions. They will provide native habitats, clean waterways, repair landscapes, increase biodiversity and create a healthier environment for us all to live in. And that means a more sustainable environment for us to produce healthy produce and develop a more positive outlook for future generations.


Although I was overcommited and unable to attend this particular launch, I applaud the passion of the restaurants who have sunk money into getting this program off the ground. The idea that customers will differentiate between an environmentally responsible restaurant and one that is not, is debatable in the current market. I wholeheartedly believe however that there is a segment of the younger community who will embrace this, along with old punks like myself.


For the restaurants that participate there is the opportunity for ongoing PR, Marketing kits, media exposure, events, weblinks and staff planting events which should assist with morale and camaraderie in the workplace as well as capturing a wider audience. At an investment of $4 per tree, I would say that it is worth it, especially when tax considerations are accounted for.


Lets get behind it no matter on which side of the hospitality fence we sit. Food for Trees - Make a meal out of climate change.




For further information visit http://foodfortrees.com.au
Watch the ABC's video taken at the launch here

To measure your carbon footprint, go here.




05 March 2008

The crystal ball that cracked.






Out of The Frying Pan, March 3, 2008
Session 2. Clarendon Room A. Langham Hotel.

Food Media Trends 2009-2012. What we will be reading and writing in the next five years?


From Trudi Jenkins

Editor in Chief, VOGUE (or should that be vague) Entertaining and Travel, Delicious


‘I don’t know. I wish I had a crystal ball. I really can’t tell you what we will be writing in the future.’‘


‘Readers trust our publications over things on the Internet. We are the brand custodians, which is why people trust us...

(Later) ....If they lose a magazine or give theirs to a friend, people can also get any of our recipes on our website (taste.com.au) and our readers have a funny little-thing there where they can ask each other questions, but I have no idea about the internet, I’m too old for all of that.’ (She appears to be younger than me)

‘I’m a bit sick of Coeliacs complaining that we don’t publish enough gluten free recipes. I mean really, a little bit of what’s bad won’t hurt you.’


From William Sitwell
Editor, Waitrose Food Illustrated & Editorial Director, Fresh Living.

‘Bloggers are half-wits who can’t write. I hate, hate, Bloggers.’


‘English Chefs are illiterate, can barely write, let alone talk.



From Trevor Eastment

Director of programming and production, The Lifestyle Channels.

‘The TV trend is to real recipes where the technique is fleshed out in real time because so many people don’t have basic cooking skills. TV shows will continue to have entertainment value but will be educational.’


‘Online will steal from Newspapers. Recipes are the most searched for item on the Internet after porn.’


‘Pick & Pay in South Africa are leading the way where you can click on a recipe that you download to your phone and have all the ingredients delivered to your home.’



Have you ever got so hot under the collar that your skin prickles and your heart pounds? I sat in session 2 of Monday’s Out of The Frying Pan feeling distressed and nauseous as my blood pressure rose.

I had naively thought that the panelists at this session of The Age sponsored Melbourne Food and Wine Festival food media event - who also included Julie Gibbs from the Penguin Group (Australia), Publishing Director for Lantern, Viking and Penguin – might actually have some insight into future trends. I thought they might have even prepared some relevent material for the event.


I was wrong.

I - as a Marketer and Advertising Professional - could in fact have offered significantly more insight on the subject that was not able to be discussed by anyone but Trevor Eastment; namely what we will be reading and writing in food media in the next five years.

I know that I was not the only one that was dissatisfied by the session. The lady from Sydney who sat beside me shared my symptoms and was muttering her dissent. We were not alone. Some statements drew muffled gasps from a very polite Melbourne audience of Epicureans.

I began to wonder, what exactly is the criteria for selecting speakers for panels at a Food Media conference?

Quite plainly if you are discussing trends then there should at least be one professional Trendspotter on the panel. Yes, they exist. They do mountains of research at the behest of companies developing new products and advertising. Their skill is to predict the zeitgeist. Thanks to them, I became ‘au fait’ with the current trends discussed in both sessions 1 and 2, more than ten years ago.

The trends cited at the event as new or emerging in both sessions have already been discussed at length online by Bloggers. The panelist’s 'new' was in fact old to those who live and breathe their epicurean passion in the real world, unfettered by the preconceptions brought on by jobs that target ‘Smart, affluent females who enjoy the Luxe Life’. The panelists and moderator obviously were unaware that the example of South African Web 2.0 shopping is already enjoyed in Tasmania on a smaller scale. That via YoMo you can have a discount voucher sent to your phone as you enter a shop.

The day’s events prompted me to wonder how certain people manage to hold senior positions in the media, unchecked by the kind of scrutiny that other professionals might garner within their industries? And yet, these same people have the audacity to pompously sneer at others - who write for their own entertainment online - for not checking their facts, for being ‘half-wits who can’t write’, for being self-important, ignorant and for being destructive, especially because no Editors are involved in the process.

My day job requires me to be significantly more accountable than the media representatives I witnessed - who blatantly thumbed their noses at the Internet and lifted the veil to display their own ignorance.

In instances where I manage a cross platform campaign - which inevitably includes a website and increasingly web 2.0 applications, along with print, press, radio, TV, outdoor advertising, Promotions, events and Direct Marketing – I am expected to have familiarised myself with all aspects of the media I am utilising. Obviously that is not the case at News Limited’s FPC magazines. Like some of them I also write, in addition to design, direct photographic crews, illustrators and TV crews.

My clients have become aware that even when dealing with the affluent, a pompous tone should not be taken. Increasingly these clients are turning their backs on food media publications that charge anywhere from $5,000 to $10,000 for a single page ad placement, on top of production costs, because their core customers have stated that they do not trust the print media to be unbiased or correct.

With media circulation of glossy food magazines and newspaper supplements being low – Trudi cited 140,000 for Delicious, Roy Morgan Research puts it at 125,266 – they actually have less hits than some established bloggers do. All too often now people flick past TV ads too using Foxtel IQ and soon, TIVO. Not a problem for me, I know where to place media messages where the right target market will actually see them.

Trevor Eastment was right. Web 2.0 applications are set to usurp food publications. Magazines and Papers along with TV stations are dependent on advertising for their income. The number of articles that appear in a publication are determined by the amount of advertising space sold in that edition.

If advertisers stop placing ads in certain publications - as in the case of The Age’s Epicure, who have a small readership and target the AB Quintile (people who earn $100k+) - because they are of little relevance to a large number of the advertiser's customers, the number of articles published diminish. Ergo Journalists lose their usual income source.

The lesson here is that those in publishing who dismiss the Internet and the kind of content the general food reading public seek out there, are cutting their own throats. To look into the crystal ball of future trends for food media, one only has to explore what is taking shape on the internet.

Meanwhile, those who stubbornly harbour the 'Let them eat cake' mentality may one day find themselves entertaining Madame La Guillotine.

Ok, I've got it out of my system now. Go ahead, hate me.



Thank you Matt Preston for inviting me to join the fray.
I very much appreciate it. Should you need assistance with future events please email me.


21 February 2008

Regional Producers Day Daylesford



'Every February we hold a Regional Producers Day. Between 50 and 60 local producers set up stalls at Lake House, and offer cheeses, smallgoods, free range pork products, honey, organic vegetables and fruit, every imaginable kind of bread, berries, herbs and so on. It's a snapshot of the great things happening in the region. As many as 2,500 people come along and fill their baskets, we have live music and it's a lovely day.'

ALLA WOLF-TASKER, The Lake House, Daylesford, Victoria










Local Produce in Daylesford & The Macedon Ranges

Events in Daylesford

Apologies to dial up readers for the photo oriented post. I had the urge to showcase some more regional SOLE & Slow Food.




20 February 2008

Out Of The Frying Pan



The New Dictionary of Cultural Literacy, Third Edition.

Out of the frying pan, into the fire

1. Going from a bad situation to one that is even worse
‡.

2. A day of discussion for chefs, restauranteurs, food media and food lovers for this conference on the nexus between food, restaurants and the media
at MFWF‡.


‡ This saying often refers to the necessity of making a choice between equally difficult options.



This is a blatant plug. My Blog friends Ed, Jamie, Lucy and Stephanie are taking part in the gabfest section of The Melbourne Food and Wine Festival on Monday 3rd March 2008, known as Out of The Frying Pan. In Session One there's also an appearance by French Uber Blogger Bénédict Beaugé discussing global food trends with other Fooderati imports. And in another session, one of my culinary heroes David Thompson will appear too.



It's $135 a ticket. In the past I would have considered this a trifling amount, but having stepped off the corporate merry-go-round for a life more Zen, I have wondered whether to part with the lucre. I wondered also about the day long masterclasses, but gagged on the price.


I figured I'd spend less than half of the asking price - for just one day of masterclass - on food in Malaysia in May, and come away just as satisfied with the additional benefit of a swag of new blog posts. Out of the Frying Pan does however include in the ticket price, a showbag, lunch, 4 sessions and two Coffex Coffee 'experiences' (WTF? Now there's Marketing jargon to make you dry retch).



Out of The Frying Pan is tempting though if just to see some of my friends in action, but how does one choose between 'Media Trends 2009-2012' and 'Future Food, Future Media' or 'Recipe Writing, how to do it right, wrong and getting them published' or even 'The Politics of Food and how it works for a successful restaurant'?



Then in Session 3 I suppose it has to be 'Web 2 how to blog and how not to blog' over the 'So you want to write about food, a session for Chefs, foodies and the next AA Gill' option. Though for some this will be a hard decision. In Session 4 as in Session 1 there is just one presentation and this one is about the Future of Drinking, hopefully with a drink at hand.



Another dilemma. Why doesn't the program list the speakers in each session, surely some people's decisions would be influenced by that? Oh well, pot luck I suppose is the order of the day.



Out of The Frying Pan details can be found here.

Tickets can be booked via Ticketmaster.

With any luck this post may score me a freebie. Fingers crossed.



25 November 2007

Interlude Nil, Ezard Nil


This time last week Guy Grossi was king hit and George Calombaris hit his stride.

The air
at the State Soccer Centre in Melbourne's Thornbury was heavy with machismo and the threat of rain after a morning of thunderous downpours. We were at the Heinz Charity Cup, a day of soccer matches fielded by sixteen teams from Melbourne's better known restaurants and their suppliers, to raise money for the Starlight Foundation.

Families and restaurant groupies swarmed the grounds. RRR FM provided background entertainment with an outside broadcast and Damm Fine Food filled the air with the comforting smells of a gourmand's sausage sizzle. Loaves of commercial white bread leant flaccid and lazy against the wall outside the Broadcast team's window and a walking,
giant Heinz ketchup bottle - waving its lid helplessly - was being harassed by spiteful bored children.



The teams gathered onfield, their families clustered under makeshift shelters battling the hot, humid and blustery spring elements. Dogs played and the more rambunctious little tackers wreaked havoc in a Shrek Bouncy Castle.
The broadcasters discussed growing organic lettuces. Onfield, kitchen egos flared and then Guy, Executive Chef of Grossi Florentino and Mirka at Tolarno, got sconed.


Paul Wilson, Executive Chef of The Botanical, was surprisingly nimble on his feet. Moving across the field like a black battle ship, he was a force to be reckoned with. On the side lines, the whisper in the crowd was that Chef Robin Wickens had padded out Team Interlude with ring-ins.

The wog boys from Cecconi's fought tooth and nail with the combined team of Mini & Syracuse. While crouched on the sidelines, a listless apprentice from Jacques Reymond complained that he had an arduous Saturday, culminating in 63 covers and was heading home later to write a 1200 word essay.

The kitchen brigade from The Press Club were impressive performers - Chef George Calombaris played with gusto leading his team to an resounding
seven/nil thrashing of Ezard/Gingerboy. Across the way teams Pearl and Oyster battled the wind that was ripping fiercely at the San Pellegrino banners.

Apparently The European crew was there too, along with Joseph's, Sarti,
Movida and The Grand Hyatt, but as the rain began to fall we escaped the havoc to the relative comfort of the Northcote Social Club for a cleansing ale.

Heinz Charity Cup Results

Semi finals
:
Press Club Vs Mini/Syracuse 0-3;
European Vs Botantical 0-1;

Final: Botanical Vs Mini/Syracuse 0-2






Since 1988, Starlight Children's Foundation Australia has brightened the lives of seriously ill and hospitalised children, and their families, by delivering innovative programs that restore the fun, laughter and joy that serious illness takes away.

Living with illness or injury can cause enormous strain in the lives of children and their families. The pain, loneliness and isolation that sick children feel dominates their lives to the extent that they often miss out on the fun, laughter and normal experiences that healthy children take for granted.

Physical recovery is only part of the solution. Starlight delivers programs designed to make children happy and lift their spirits when they need it most. Starlight brings fun and laughter to children no matter what their illness or where they live.

"Looking after a child with a chronic or life threatening illness requires a comprehensive ‘total’ approach to care, a healing environment that includes entertainment, diversion, fun, laughter and joy. Starlight is a key partner in providing these aspects of care.” Professor Les White Executive Director, The Children’s Hospital

Starlight provides its services Australia-wide and its programs are delivered both in and out of hospital, providing positive distraction to children in their time of need.


Make a dream come true with a donation or through one of the many forms of volunteer work that can assist the foundation.