What extent famous chefs and gastronomes influence ideas of 'taste', styles of cookery - Essay Example

Discuss what extent famous chefs and gastronomes influence ideas of taste, styles of cookery, the popularity of dishes/ingredients, and the acquisition of the necessary skills to produce them and the hospitality industry. This essay will going to discuss the extent of chefs and gastronomes influence and the hospitality industry’s roles in providing the necessary skills to produce them along with relevant issues surrounding these famous chefs. This will be done objectively using reliable and relevant sources coming from books, journals, articles and internet sites. This is necessary to gather important facts from different side of the issue in order to present it fairly and come up with a realistic conclusion. Culinary culture in this paper referred to traditional cooking habits and food preparation. Celebrity refers to famous or well-known chefs, cookbook authors, writers, and specialist in the field. Gastronome is a person with distinctive and refined culinary taste, a theorist who cultivates taste not only for his own pleasure but educating others through books and various media, distinct and recognizable figure in cookery. The word “Chefs” when use alone refers to popular or famous chefs involved in cooking programmes or well-known kitchen figures in hotels, restaurant, and catering Celebrity chefs as those who are well known among the general public for their appearance on British Television. (Mintel 2002). Food is anything primarily composed of substances such as carbohydrates, fats, water, and proteins consumed by humans for either nutrition or for pleasure (McGee 2004, pp. 792-793). It is then majority of cultures have distinctive set of cooking which becomes a tradition, favourite, and fashion. Gastronomy is relationships between culture and food along with various cultural components with food as the centre. It involves discovering, tasting, experiencing, researching, and have full understanding about food (Mead 1997, pp.11-19). It is an acquired knowledge concerning man’s nourishment (Encyclopaedia Britannica, 2006, p.1). Culinary culture and gastronomy’s turning point begun in the 15th century’s Italian Renaissance (Encyclopaedia Britannica, 2006, p.1). Italian cookery was introduced by Catherine de Medici to France in 1553 (Oliver 1967) which the later assumed culinary authority in Europe and introduced Haute Cuisine in the 18th century (Mennel 1996). It became more popular today with more elegance and refinements through celebrity endorsement adding new dimensions and credibility to a particular product. Television helped popularized the pleasures of food (Pratten, 2003, p. 454). The “recipes” campaign launch by J. Sainsbury in the 90’s for instance, used the endorsement of a famous British Cook Delia Smith (Byrne & Whitehead, 2003, p.289). Celebrity endorsement changes the public’s cooking practices and food habits through credibility, similarity, and familiarity (Triandis, 1971). In times when people’s attitude towards food change rapidly and more adventurous (Pratten, 2003, p. 454). People tend to follow sources which they believed has relevant knowledge, skills and experience. Similarity and familiarity enhances trust between endorsers and the public. By repeated exposures, the public adopts related positions in terms of thinking, liking, and behaviour (Belch and Belch, 1995). The impact of celebrity chefs starts with convenience. Gastronomes through their gastronomic writings are setting the guides to good cooking. People in these modern times seek easy to prepare, time saving but good food. For instance, Mintel 2002 reporting the level of growth of people’s demand for convenient meals doubled since 1997 and has reached an estimated 1.12 billion pounds in 2002. The confidence and the inclination to follow whatever they see on television is also a major influence in public’s cooking and eating habits as they become more reliant on convenient food and attracted to cooking shows. Changing people’s lifestyle means changing their diet (Mintel, 2002). Famous chefs are products of long and rigorous training, college education, and endurance (Pratten 2003, p.2) with a “highly-developed” culinary skills and “engaging personality” (BBC News World, 2005, p.2). Chefs become celebrities and household names due food networks in television dedicated to culinary arts (Bangstad, 2006, p.1). Celebrity chefs educate and influence cooking and eating habits of their audience. According to BBC World Service (2005), 6/10 people in Britain confirm that cooking programmes changes their cooking habits. In 2002 with 1015 sample age 15+, one fifth does tried a recipe after watching the program. In addition, 1 in 7 bought a new ingredient or tried more adventurous food and 1 in 10 bought a new cookware used by a celebrity chef. The survey yields 40% of women avid programme followers and people in age group 25-34 (49%) largely affected their cooking habits. Although around 18% of respondents are not inspired to cook by these cooking programmes, the findings by and large indicates chefs in cookery programmes do plays an outstanding role in persuading actual cooking behaviour (Mintel 2002). Celebrity chefs cooking and its relationship to healthy diet are widely debated. Celebrity chefs are accused of controversial remarks and disregard on health and safety neglecting basic hygiene such as washing hands, licking fingers, wiping on dirty clothes, or using different chopping boards for meat and vegetables (Warburton, 2001). According to Warburton (2001) this endangers audiences by giving misleading information on food safety. A food and drink endorser Antony Worrall Thompson comments on “A few more bugs in our food and we’d be healthier” enraged public health supporters arguing it is irresponsible, counter productive and it doesn’t help in reducing food borne diseases. Gastronomes and famous chefs are now reaching millions of people through books, restaurants, TV shows and even commercial endorsements (Shapiro, 2005, p.1). Marie Antonin Carême considered the fist celebrity chef in the 1800, wrote some books on cookery along with the famous LArt de la Cuisine Française (5 vols, 1833–34). His works change the culinary tastes of the French upper class by introducing a new refined style of eating using fresh herbs, vegetables, and sauces with fewer ingredients (Kelly, 2003). Nigella Lawson, cookery writer and television presenter sold more than 2 million copies of her books worldwide (Wikipedia, 2006, UK Famous Chefs). Editor of Gourmet Magazine Ruth Reichl told Shapiro (2005) that in a celebrity obsessed culture, majority of diners is after personal connection with the celebrity chefs. They buy their books to have some kind of link to them; made people more concern of the food they take and make more men take cooking lessons (Shapiro, 2005, p2). Celebrity chefs’ is having a real impact on how, and what people eat (Yara, 2006, p.1). BBC News (2004) says a poll reveals that celebrity chefs Oliver and Ramsay have substantial impact on what people eat. It is about 6 out of 10 Britons claimed it has change their cooking habits and 26% confirmed they have tried a new dish after watching the cooking program. 3 out of 10 experimented with new ingredients and 21% claimed becomes more adventurous with their food preparation. Overall, celebrity chefs’ influences what people cook at their homes particularly 64% of women who says it help resolve what they cook on a regular basis. Gastrosophers work practically in a field related to hospitality and are setting the pace in culinary setting. Gastronomes in general influenced the advancement of cuisine through their writings. (Gillispie, 1994). “A judge of good eating” (Mennel 1996, p.266). Gastronomes since the 18th century were involved in the so called “battle of cookery books” and since then linked to the development of the restaurant guide of today (Mennel 1996, p.266). In addition, the book “Kutchenmeisterey” released in 1845 has 56 editions and by the late 16th century more books were published and became an important source for food, eating and cookery (Mennel 1996, p.65) Behind the scenes settings in the kitchen are everywhere invading the country’s living room. Although beneficial to hospitality establishments to be seen in the raw, there are debates if this is a good publicity or not. Allen (2006) page 2 in an interview with celebrity chef James Martin reported that TV chefs had a positive influence on restaurants and food. The customers attitude is no longer traditional and because celebrity chefs reaching more households, people are now knowledgeable and expecting quality food in restaurants and hotels because they can cook it by themselves at home. Jinman (2005) also noted that British restaurant scene was being driven by people’s increasing eagerness for good food. Gastronomes through their writings is shaping our taste because their books disseminate knowledge (Mennel 1996, p.266) Analysing the statement of chef Blumenthal saying “pass it on to customer’ when they discovered something good; celebrity chefs are educating the public in the subject of taste which subsequently become more serious in their food and with higher expectations than before (Jinman 2005, p.2). Ferguson (2003), says there is major change Britain’s restaurant scene since 1974, the increase of Michelin starred chefs has resulted in extraordinary and wholesale transformation of the British attitude for food. On the other hand, in same Ferguson (2003) article a critic Jonathan Meades says that the revolution influenced only a small percentage of the population. Jay Rayner, a restaurant critic says that those whose eating habits were transformed are in the wealthy class or actually very rich tossers. According to Mennel 1996, Gastronomy is a preserved of the elite and wealthy. Books are written as a record of high fashion by and for the literate elite. Celebrity chefs encourage people to cook food that is usually for the famous and the rich (Babilonia, n.d., p.8). Caraher et. al (1999) says women who watched these cooking programmes say they can’t afford it. Famous German critic Wolfman Seibeck says the food and the services at Fat Duck are “fart of nothingness” (Harding, 2005, p.2). Not only in restaurants, schools and hospital meals are also the target of celebrity chefs. Celebrity Chef Jamie Oliver made a constructive influence on getting school lunches to a really healthy and fresh standard. Oliver encourages parents to take the responsibility of feeding their children well equally while in their schools (regularjen, 2006, p.1). Oliver’s “Feed Me Better” campaign has sets out to improve the quality of food in schools to remove junk foods serve in the canteen (BBC World Service, 2005, p.2). The move also awakens the UK government and promised 280 million pounds for the improvement (Whitfield, 2005, p.1). Sixty million pounds were also allotted to the School Food Trust Leather and 220 million are distributed for ingredients and schools staffs training (Whitfield, 2005, p.5) The British Medical Association asks Oliver to include hospital food. However, a conflict with an existing NHS food program prevents this from happening. The Better Hospital Food Programme launch by NHS years ago has many similarities with Oliver’s new school meals package but reports said that small groups of patients were found malnourished and apparently, NHS was wasting an estimated 144 million pounds of food every year (Whitfield, 2005, p.1). Public disappointment on the quality and volume of foods served in the Hospitals resulted in a 10 year improvement plan. In this so called NHS Plan, surprisingly includes new dishes prepared by “leading chefs” with chefs Grossman and Edelmann who visited hospitals and shared new ideas in dishes became chairman of the programme panel in 2001. Chair of Hospital Caterers Association Alison McCree, says the programme has been significant for “changing mindsets” and food is now seen as part of the healing process. It is estimated at 84% of meals serve in the hospital are from celebrity chefs dishes and DOH confirms that food standards has been improved. From 188 certified green and good hospitals in 2002, the number has risen to 666 in 2004 with only 7% falls to non-compliant category (Whitfield, 2005, p.1). The hospitality industry is increasing in UK specially on catering thus more and more young people are fascinated to work in the industry. Although the kitchen in notorious for discipline and ‘culinary authoritarianism’ , it is not the major cause for young recruits to leave work but working condition, the cramp and extreme heat, wages, and the anti-social hours. (Pratten, 2003, p.3). The proof is 1.75 million people in year 2000 are still workings the industry with 62% is working full-time and 25% of that is paid to cook (Pratten, 2003, p.2). Training is provided for those who lack the technical ability and dedication. According to Pratten (2003), the cumulative NVQ (National Vocational Qualification) registration and awards by functional category as of September 1999 showed registration turn out of 16,621 with awards at 5,234 for Reception ; 156,344 registration and 71,036 awards for Food and Drink Service, 213,804 registered and 92,812 awards for Food Preparation and Cooking, and 13, 712 registrations for Housekeeping with 5,646 awards. The industry really requires sorting out problems through staff training and development because of the pressures of business competition, statutory regulations, rapidly changing technology, demands for quality, and increasing customer expectations (Pratten 2003, p.5). They do not have time or space for exploitation for their own gain and recognition. The fact that the industry is facing competition within its area of business is enough to make companies to plan and improve their employee relations. Celebrity chefs and gastronomes undeniably affect the lifestyle, taste, cooking habits, and the culinary culture of individuals and community. Furthermore, its impact to the hospitality industry cannot be ignored or taken for granted. It has influenced the restaurant industry and went further to schools and hospitals where the hospitality industry also plays a major role. Celebrity chefs became household names and role models for people in various classes and their charisma and influence indeed is changing traditional food preparation and increasing people’s awareness. Gastronomes are continuously setting the fashion for food, disseminating new knowledge and standards. The discussion points to the hospitality industry as mentioned here as the one affected by these great chefs’ and gastronomes influences intensifying competition within the industry. Training, awards, scholarship will be a part of management’s long-term plan to cope with the ever and rapidly growing demands for culinary excellence. The extent of famous chefs and gastronomes impact to our society and industry as presented here is real and happening. The documented changes in eating habits and the public’s demand towards quality and healthy foods are indications of their broad influence. Bibliography 1. Allen E., 2006, “TV or not TV: TV’s love affair with Hospitality”, Interviews, Catersearch. Com, [online], 12/22/06, http://www.caterersearch.com/Articles/2006/02/16/305250/tv-or-not-tv-tvs-love-affair-with-hospitality.htm 2. Babilonia, G. , n.d., “The Celebrity Chef”, [online], 12/23/06, http://www.rci.rutgers.edu /~dialogs/vol_03/pdf_files/g_babilonia.pdf 3. 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