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Mirror Mirror on the Wall

career changer, cooking schools & culinary education, food media, foodies & food lovers

“Who am I and what am I doing here?!” This question was raised by a former running mate of a former presidential candidate.

I hear it echoed constantly from students enrolled in culinary school, particularly career changers who have risked everything. They’ve laid down their Blackberries, gilt-edge securities and taken up pastry bags and palette knives. Every so often, though, waves of panic crash over them and they begin to doubt their decision. They ask themselves that age old question…”Am I nuts?!”

The feeling passes swiftly when once again they glimpse that elusive ray of hope that propelled them into the land of cupcakes in the first place.

I just saw such a Eureka moment alight on the face of a student. He is an older guy, (old in the culinary school world means anyone who can remember the name Ross Perot, who was the aforementioned former presidential candidate.)

This “older” student had a former life as an investment banker working at the top echelon of a recently-crashed bank. He was earning a mighty impressive salary and making decisions about billions of millions. In his spare time, he liked to bake cookies. And decorate them. He graduated to bread baking, cakes and pastries. He prowled the aisles of the specialty food trade shows and restaurant and hotel trade shows. He devoured food magazines. He was addicted to the TV Food Network. He attended food festivals with the ardor of a dedicated foodie. Then. Suddenly. He had a “Road to Damascus” moment. He was struck with the idea he must give up everything and enroll in a professional school.

That’s how I came to meet him.

He was experiencing a moment of self-doubt but he had a class project to complete. He had to write a profile of a famous person about which must has been written. Not everything has been complimentary. Rumor had it that I knew her. I did. So do many others. I recommended other sources of information. He persisted. He was well-prepared. He came armed with dozens of questions. I declined to answer. He persisted. I answered.

That’s how I came to suggest he would be a great interviewer. He could transfer the research skills he had acquired as a financial analyst to become an on-camera interviewer. He would need in-depth culinary knowledge and the technical vocabulary to guide the interview authoritatively. With this ability and his professed passion for writing, he could extend his on-air food people interviews to the print media. He could write a Dead Beat column…obituaries of famous expired foodies. His contacts with the top tier of gastronomy would enable him to know where all the bodies are hidden.

I suggested he start immediately by writing a blog, as the thing almost all of us like to do, is to talk about ourselves. I was confident he wouldn’t have any trouble making contacts. His universe of food folk interviews will include not only celebrity chefs, but also the director of the purchasing department on the Queen Mary 2, the scientist who devises the food for NASA astronauts, SaltWorks, the entrepreneurs who traffic in truffle salt … he could even talk to cooking school teachers.

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Business to be Had When More Workers Brown-Bag It

career changer, food trends, retail jobs & specialty foods

Dana Mattioli of The Wall Street Journal recently reported that workers are trading sit-down lunches for brown-bags to save cash. Even online bag eBags.com retailer has seen a significant increase in sales of lunch bags and coolers since a year ago.

This led me to think: there must be a job opportunity here. Everyone knows that sweets are affordable luxuries. The New York Times just reported premium chocolate sales grew 17.8 percent for the year ended June 14, compared with 1.4 percent for non-premium chocolate.

You could open your own dessert delivery business without investing tons of money. The most important thing you’ll need is to do is lease a commercial kitchen because zoning laws won’t allow you to operate out of your home. (Schools and churches are often willing to make such arrangements.)

Start by compiling a list of six desserts that are easy to make and to eat with one hand. Six is the magic number. Researchers have discovered that when a potential buyer goes on line to order a product, a jar of preserves for example, it is more likely the order will be completed if there are just six selections from which to choose.

If there are 10, it’s more than likely the buyer will say “to hell with it, I don’t have time to think about this now.” If there are fewer options, the buyer will think this is a fly by night ditzy little operation. If I give them my money, I bet I’ll never get the stuff.” So six makes the perfect list. Imposing a limit also enables you to easily track of best-sellers and keep the purchasing of supplies and labor costs under tight control.

Think about the presentation. If the packaging of the desserts is beautiful and the name of your company is easy to remember, you’ll have customers lining up for more. Test market your product with a group of willing volunteers and listen attentively to their suggestions.

When all your ducks are in a row, make an appointment with the office manager and bring plenty of samples to the meeting.

Of course, you already grasped the idea such a service would be welcome at a retirement home, in a kiosk at an airline terminal or as carry on luggage for needy travelers.

What do you think is the hardest thing about starting a small food business? What advice would you give to someone starting out?

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Mentor Minute: Chasing A Dream

career changer, culinary students, food media

Sir Francis Crick who, with James Watson, decoded the DNA molecule, said, “If you are not prepared to take a risk you should never get married, never have children and most definitely never change jobs.”

Most of us don’t have the option of deciding whether or not to change jobs. Things change and suddenly we find ourselves in a crisis. The axe hangs over our heads by a very slender thread.

Even if you have a full-time job, it’s a good idea to dream of what the future could hold and muse about what you would really like to do with the rest of your life.

For example, I just met a culinary student who didn’t want to cook. He wanted to write and ride his Harley. He now has a regular column, writing about food for a biking magazine. O.K. it doesn’t pay a lot, but he’s doing what he wants to do. Sounds good to me.

Have you made a culinary career change? Add your story.

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Irena Chalmers IrenaChalmers.com
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