In last week's Washington Post Food Section, there was article all about a new phenomenon: an in-store cooking coach.
In the article, Shop Till You Learn Something New at the Market, author Bonnie Benwick describes one Whole Foods and their mission to educate shoppers about how they can best use ingredients together, define ingredients that they may be unfamiliar with, or to simply inspire. Benwick likens it to the Apple Store's Genius Bar -- except concerning food and without the need to make an appointment.
Resident cooking coach, Michael Kiss, tells customers, “I’m your cooking coach! I’m ready to talk about food.” Kiss was a trained chef and knows his way around the kitchen and the grocery store for that matter. He speaks to college kids and the elderly alike, although some wonder if this approach might be overwhelming to customers or if others are just biding their time waiting for free samples. And what's the focus? Is is on health, ingredient education, stocking a pantry, basic weeknight meals, perhaps just simple kitchen inspiration? Or does it even matter? Perhaps just having a knowledgeable presence in the store is reassuring in case you should need one.
We're curious: what do you think about this idea? Would you find a store employee who was knowledegable enough to talk to you about how you'll actually cook each ingredient helpful or overwhelming? Do you have the extra time to spend in the grocery store and would you?
Related: Blogging Gourmet: Grocery Shopping in a Recession
Images: Stephanie Vacher via Flickr and Steve Ioya via Flickr
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I don't know if anyone is familar with HEB in Texas. They've been doing this for about 10 or 15 years. I love it. They have a center area with a chef (white uniform and all). And you can go up to him and ask questions and he's always cooking. Plus you get to snack on whatever he's making. This isn't like the people who heat up some frozen hotdog @ Sam's on Sunday. It like a mini cooking class.
Oh, HEB also owns Central Market..I know those are outside of Tejas.
I would love to have someone to answer my questions! I'm still in the early stages of learning to cook, and would love suggestions and information on how to cook things!
WOW. Where can I sign up to have that job? That would be my dream job... talking about food all day! I "food coach" now some friends and coworkers (teaching them to cook, and eat healthy on a budget) but that would be awesome!
This is a great idea. Not too long ago at my own whole foods I heard a perplexed man with a shopping list ask the (male) produce clerk, "What's a cooking apple?", the clerk had no idea.
Yah, Central Market was already mentioned! I work in the cooking school at Central Market, and we have Foodies all over the store at all times to answer questions. Beyond the Foodies, the produce guys, the seafood guys, the meat guys - they all know what they're talking about. It's so helpful, even if you're comfortable in the kitchen, to just be able to ask.
That would be awesome. There have been many many times where I've gone to the store with the intent to buy healthy, fresh food, but when I get there, I stand in the middle of everything and look pretty lost! At least for a few minutes before I give up and go home.
Haha! Yes, I "food coach" a lot of friends (sometimes even relatives) and once or twice a random person in the grocery store! I think this is a great idea. I think people can be reluctant to try new foods or want to try something new, but have no idea how to cook it. So having someone on-site would be a great way for people to try new things, learn, and grow as home cooks. And yes, @JosieWales, where can I sign up, too?