JamieOliver.com

Mon 16 Nov 2009 @ 15:06
Danny McCubbin

Cookstr is a food website that has recipes that have been contributed by many acclaimed Chefs and cookbook authors. Aside from having an extensive array of recipes from around the world Cookstr also has some very unique and relevant ways in which to search for recipes including “one pot” and “five ingredients or less”. Recently I spoke to Will Schwalbe – CEO of Cookstr.

How did Cookstr evolve?
I was in book publishing for twenty years and published wonderful UK cookery authors including Jamie, Nigella, and Simon Hopkinson, as well as lots of great US chefs and cookbook authors. One day I had this idea - wouldn't it be great if there was a free place you could go on the web to search for recipes from many of the world's best cookbooks all at once. So I quit my job and founded Cookstr.

What is your role?
I'm the CEO. Our Editor in Chief and Chief Marketing Officer is Katie Workman, a great editor and food lover who joined me soon after the start.

How has Cookstr been received by your US audience?
The reception has been tremendous. People love that we are independent and have real food values and they love our search, which helps you find the perfect recipe every time with choices from hundreds of great chefs and authors. People seem to love the fact that we have recipes for tons of everyday meals as well as recipes for fancier things. And we also cater to lots of dietary restrictions and tastes. We were just featured on one of the most popular cooking shows in the US -- Top Chef -- and also
named one of the six best sites by InStyle Magazine.

How do you find the Chefs that contribute to the site?
Lots of different ways. We have deals with most of the major publishers in the US and some in the UK -- so we are able to choose award-winning, acclaimed and best-selling authors from the lists of all those publishers. We also get recommendations from the chefs and authors who are on the site. That way we hear about great upcoming chefs and authors. And we take recommendations from our site visitors.

How did you find working with Jamie?
Before THE NAKED CHEF was published in the UK and before Jamie's show launched, I saw a sample of the book -- and thought it was amazing. I loved the recipes and the philosophy -- everything about it. So I acquired the rights for the US and published it here (it was a huge success) and then brought out every Jamie book since – right up until when I left to start Cookstr. And before I did that, I asked Jamie what he thought of my web idea. The fact that he loved it is one of the things that gave me the courage to go ahead and pursue my dream. He's been a phenomenally loyal and great friend and supporter -- that's pure Jamie.

Jamie is a contributing Chef as well on Cookstr – what do you particularly like about the way Jamie cooks or his recipes?
I love the flavors. I love the simplicity. I love that they not only work -- they are really forgiving. So I find even when I mess up they are delicious. And I love the spirit behind them. I have fun when I cook Jamie's recipes and people go nuts for them.

How have his recipes been received by your audience?
Cookstr visitors absolutely love Jamie and his recipes. And also the glorious David Loftus photos that accompany them.

How is British cooking perceived in the States?
It's been a total sea-change -- Americans used to think British cooking was just overcooked veg and savory pies. Now people are really excited to see all the great food coming out of Britain -- and also all the work Jamie is doing to change the way families and students eat.

What are some of the most popular recipe sections on the site?
People love our Italian dishes. Those are the most popular. They also love our "kid-friendly" and "inexpensive" and "easy" and "one-pot" and "five ingredients or less" dishes. Our Vegan and Gluten-Free dishes are also super popular. And, of course, desserts (puddings/sweets). We are really proud of our search which lets you find recipes using these criteria -- and also lets you search by the mood you are in or the taste or texture of the dish you want to find. People also love our "Surprise Me" button which gives you recipes at random -- and introduces you to great chefs and dishes you might not know.

Any plans in the pipeline to develop the site further?
We are just getting started! We are going to be adding lots of new features so we hope people will come back and visit the site often. And we are really proud of our newsletter, the Cookster 10, which gives you ten recipes every week by email. Anyone who registers at the site gets it for free. We are also going to be adding lots and lots more chefs and authors.

Anything else that you would like to add?
We are truly an independent site -- and we believe that great food is for everyone. We always show a picture of the book from which the recipe came -- and hope our visitors will support our great chefs and authors by buying copies of their books! And we love to hear comments and suggestions.

About the author: Danny McCubbin is the website editor for JamieOliver.com

The team from Cookstr have very kindly posted up some recipes in Foodwise. Check out the Cookstr website for more fantastic recipes.