Photo: Domino Postiglione
You might not know their names, but these women createsome of the biggest selling cookbooks in Australia.
For someone expecting dinner guests to walk through the door inan hour, on a week night to boot, Rachael Bermingham is one coolwoman. She’s not even in the kitchen.
Given she co-wrote Australia’s top-selling cookbook, one assumesshe has things under control and, of course, she has. Preparationswere done hours ago. It took 10 minutes. “Darls, I’ve just mixed upthe most beautiful salsa patties and they are just so flavoursome,”she says, happily. “They’ve got Jatz bickies in them, would youbelieve?”
And exactly three other ingredients: lean mince, olive oil andready-made salsa. the equation is the same with her caramelmacadamia tarts, made with shortcrust pastry, a can of readymadecaramel, dark cooking chocolate and nuts. And her watermelon salad:balsamic vinegar, watermelon, cherry tomatoes, pistachios.
The latest theory of gastronomy hailing from Mooloolaba holdsthat, no matter who’s arriving or when, the arrangement of a mealshould be no more complex than two-plus-two.
Bermingham and her co-author, Kim McCosker, self-published 4Ingredients, which has been on the bestseller charts since itwas released in March. At the time of writing, it was third onNielsen BookScan’s non-fiction list, behind The Secret andGerald Stone’s saga about Channel Nine. the women have blitzedmorning television, whipping up stir-fry beef for Kerri-Anne andtangy meatballs for Kochie and Mel, an unfathomable result for apublicity campaign that began with one press release to Brisbane’sNorthside Chronicle. “And here we are, two mums fromQueensland who wrote a cookbook just because we needed it,”Bermingham says. the book has been reprinted 10 times, she says,with sales of more than 100,000 pushing its gross earnings past $1million.
It’s the kind of success expected of beloved icons MargaretFulton and Stephanie Alexander, the humungously famous Bill Grangerand Jamie Oliver, and the dynamo Donna Hay. last year Hay’s booksreaped $4 million, according to Nielsen BookScan.
But a handful of others are bubbling along nicely, too. you maynot know Valli little, Michele Cranston or Pamela Clark but eachauthor has at least one title in the list of top 10 cookbooks soldin the past year. If their names are little known, it is becausethey are often hidden – sometimes completely – behind the bold typeof enormous brands. little is the food editor of deliciousmagazine, Cranston cooks for marie claire while Clark isThe Australian Women’s Weekly‘s kitchen mistress. There’snot a rock-star chef among them and they don’t do jus. Theirmethods are “simple”, “quick” and “easy”, aimed squarely at thetime-poor, experience-rich home cook who has tasted good laksa,organic tomato soup, mezze and tapas and wants to have a go atmaking them.
In other words: fast, healthy, inspiring, low-fat, fresh Mod Ozcafe food for the masses.
“I have to say, I always start each book with a bit of a groan,”says Michele Cranston, author of Comfort, Luscious, Zestand other evocative titles from the marie claire stablethat made more than $1 million in the past year. “But once we workout the concept the fun starts and, hopefully, I just write reallysimple meals that we really eat at home.”
Art-school trained, Cranston was the first chef at Bill’s inDarlinghurst (she put the honeycomb in the butter that goes withricotta pancakes). She’s a slow-food girl with clevershortcuts.
“There are some great roasted dinners you literally throw into apot and walk away from for a couple of hours, so they’re just asquick as anything else,” she says. “But by the third time a recipegets to the bottom of the pile, if it’s too fussy or tootime-consuming, it goes in the bin.”
Cranston tests her recipes in the Annandale home she shares withflower photographer Warwick Orme. Her thing is texture -ingredients that are “fresh and tasty and crunchy” – and sheprefers the Orange Grove growers’ markets to supermarket shopping.”I’d much rather be in contact with people than pushing a bloodytrolley around an aisle,” she says.
On a wet morning recently, Valli little makes her visitor a flatwhite served with a plate of home-cooked raspberry jam biscuits,lovely and glossy and photo ready. Natural light channels into herkitchen where she shoots and tests her recipes. Her smash hitFive of the Best, a sort of greatest hits ofdelicious, was published last November and re-released inBritain in March. lately, however, she’s been tearing her hair outto conceive a fresh summer entertaining menu – mid-winter – to beshot in Fiji. “Mediterranean works so well here,” she says. “Andwe’re over Thai a bit.”
It is a crisis she must face each time she takes out hernotepad, always within reach should the recipe muse strike. Agedseven to 70, her readers are country people who can’t – or don’twant to – get hold of sumac to sprinkle over their chops, and cityfolk who are easily bored with the culinary resources at theirdisposal. All she can do, she says, is “keep things real”.
A British-born foodie, little moved into publishing when a backinjury forced her to close her gourmet food store, Gastronomes, inRoseville in the 1990s. She, too, had a brush with Bill Granger -her first foray into cookbooks was testing recipes for hisgroundbreaking Sydney Food.
Little has been with delicious since it launched sixyears ago. Her recipes are twice-tested – first by her and then bya freelance food economist. Her job is to translate guest chefs’”handfuls” into “1/2 a cup”, to stay ahead of trends and keepthings simple. “Most of our recipes have about half a dozeningredients and they’re not scary,” she says. “If it’s three pages,you just don’t want to go there.”
Half an hour. That’s the limit a cook should labour in thekitchen each night. She’s a great believer in mise en place -preparing and chopping ahead of time instead of the creative-messapproach. Shortcuts are kosher, too. “I’d rather you go out and buya good green curry paste than spend 20 minutes making yourown.”
None of these homecooking superstars would argue. At ACP, PamelaClark has a long association with the Weekly – sheprepared the savoury lamb casserole on the cover of the magazine’sfirst foray into cookbooks in 1970, the original AustralianWomen’s Weekly Cookbook. Today, she is the director of theWeekly’s test kitchens, which generated 28 cookbooks lastyear.
The company estimates its cookbook sales at about 6 million ayear, so Clark – whose name is on about 500 titles – is a powerfulwoman and one who can tell if a cake has been overbeaten in onemouthful.
Her hardcover omnibus, Cook: how to Cook AbsolutelyEverything, has sold 75,000 copies and she has producedcookbooks with a focus on every conceivable exotic cuisine, healthfad and cooking method known to humankind, from 50 fast ChickenFillets to 501 Low-Carb Recipes to Barbecue Mealsin Minutes.
Cookbooks are a bonanza for publishers. Sales of food and winebooks last year totalled $62 million. the top 10 cookbooks alonesold $23 million – up 14 per cent from the year before – making thepublic’s appetite for gastronomy seem insatiable.
“You don’t buy a recipe book if it has something you’ve beenmaking for the last 10 years, you buy a recipe book because youwant new ideas,” says food historian Barbara Santich, who runs thegraduate program in gastronomy at the University of Adelaide. “Butevery year there’s a new market. There’s a new lot of 21-year-oldswho are moving out of home and a new lot of newly marrieds who needto know how to do dinner parties, so the audience keeps reinventingitself.”
The industry has its rules. Barbecues work; salads don’t.Chocolate sells better than chicken. There must be photos.Publishers are constantly looking for their own winning formula,such as Stephanie Alexander’s The Cook’s Companion, firstreleased in 1996 and still selling – it made $1.8 million lastyear.
With a tin of this, a packet of that, 4 Ingredients isone formula that has worked against all odds, despite its authors’lack of professional culinary experience “in any way, shape orform”.
Bermingham is a motivational speaker and go-getter who spends 11days out of 15 as a single parent while her husband drives trucksat a coal mine in central Queensland. Her childhood friendMcCosker, who lives on the golf course at Pelican Waters, jugglestwo young boys with a career as a financial planner. their book isa collection of recipes from friends, relatives and mothers’groups, tested over weeks in Bermingham’s kitchen.
“We only had a passion for eating – not that we didn’t do greatdinner parties,” she says. “But we don’t like being holed up in thekitchen for hours on end. We have more important things to do -like spend time with our boys.”
And make plans for world domination. their little lime greenbook without pictures is being released this month in New Zealand.And there’s one more thing.
“You’re the first to know about our aim,” Bermingham says. “It’sto have our very own five-minute cooking show broadcast to eachhousehold in Australia before the news.”