Media Relations Recap - May 2013 (PDF) - The Natural Gourmet ...

MEDIA
RELATIONS
MINI-RECAP
May 28 th , 2013

GO#Magazine#
April#2013#
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Air$Trans)“In$Flight”)Magazine)
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Circ:#22,000#
Ad#Value:#$110#

Tweets on April 18th, 2013
Meredith Engel (@MeredithAtMetro)
oversees the Wellbeing and Going Out
sections for Metro Newspaper and also
writes about entertainment, food and lots of
other fun stuff!
468 Followers and Counting!
New York, NY
Elisa Bosley (@ElisaBosley), food
editor/writer for DeliciousLiving &
NewHope360 (@deliciousliving,
@newhope360), spreads the word via
Twitter that “Tasty = Healthy!”
663 Followers and Counting!
Boulder, Colorado

NOSHING
Emma Goss, Food & Wine Editor 04/23/13
Q&A With Chef Jay
Chef Jay Weinstein
talks ethical cooking,
kashrut, and
chocolate syrup.
From humble beginnings
washing dishes at a local
restaurant in Long Island, New
York, chef Jay Weinstein has
made a name for himself in
the culinary world. Weinstein
has written three food and
cook books and teaches at the
Natural Gourmet Institute
where he recently held a class on cooking “kosher with confidence.” The Jewish
Week spoke with Weinstein about his passion for food, the ethics of eating and the best
bite in New York.
Emma Goss: Tell me about your “kosher with confidence” class. How did you come to
learn all the rules of kashrut?
Print#Edition#Circulation:#
98,100#
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Online#Edition#Reach:#Over#
135,000#Visitors#and#300,000#
Page#Views#per#Month#
Jay Weinstein: I learned it because I grew up in a kosher home. My parents kept kosher.
It gave me a respect and reverence for ingredients. It also gave me a sense that just
because there are parameters to your ingredient list does not mean that there are limits.
By having a set of parameters you tended to delve more deeply into what was available
and thus discover foods that weren’t run of the mill. I wanted to share that with the
general public that attends this school because the Natural Gourmet is a health-supported
cooking school. It’s also largely vegetarian. I thought this was a natural fit. In the class I
talk about what is milchig, fleishig, and pareve, certification, kosher symbols, soaps and
detergents, not using the same sponges, pots and pans and what is kashering. I also went

into the modern kosher and certain things that have become kosher such as cheese and
wines.
EG: Let’s talk about your book, “The Ethical Gourmet,” and your passion for global
consciousness when cooking and eating.
JW: [The book is about how] you can enjoy great quality, great sophistication in food and
do it with a clean conscience. People are unaware that cod were disappearing, that
Atlantic salmon had already disappeared. They are extinct. The only Atlantic salmon
that’s out there for commercial sale is a farm raised product which is really an ethical
quandary because there are a lot of problems with that system. You can get sea food and
fish, but you have to be knowledgeable about it if you want to be part of the solution
instead of part of the problem. I understood that our factory farming system was cruel to
the animals, overly reliant on fossil fuels and that it wasn’t sustainable. This was
important material: even about vegetable growing and grains. People don't realize how
much pesticide is used and the effect of chemical fertilizer in our waterways. People
wonder why the ocean-going fish are going extinct. Because their estuaries are polluted
by algae blooms.
EG: What tips do you have when it comes to talking about and writing about food, for
anyone interested in blogging or getting into food writing?

JW: Work from what you know. I’ve gone into hobbies where I would delve into Japanese
cooking for a few weeks, or all of a sudden I’d be into stuffed things, such as dolmas,
stuffed eggplants, zucchinis. Whatever it is that’s lighting your fire, that’s what you
should be trying to market. Because if you have a passion for it, that’s going to show
through, rather than looking for what’s trending and seeing if you can put in your two
cents about it.
EG: What’s the best food that’s unique to New York?
JW: U-Bet chocolate syrup from Brooklyn. They make the New York egg cream. I’ve been
all around the world and nobody makes chocolate syrup like that.
EG: What’s your favorite Jewish food?
JW: Stuffed cabbage rolls with the sweet and sour tomato and raisin sauce.
EG: If your personality could be characterized by a food, which one would it be and why?
JW: Vietnamese spring rolls because I run hot and cold. They’re so piping hot they burn
your mouth, but they also have cold lettuce, tomatoes, and cucumbers.
Weinstein loves incorporating fava beans and lamb into springtime dishes, and here are
just a couple of his favorite early spring recipes:
Roasted Leg of Lamb with Garlic and Parsley
• 1 bone-in leg of lamb, 9 to 10 lb., trimmed of excess fat, hip bone removed
• 7 cloves garlic, peeled, slivered into 2 or 3 slices each
• 8 sprigs Italian parsley
• 2 Tbs. olive oil
• salt and freshly ground black pepper
• 2 medium onions, roughly chopped
• 1 Tbs. flour
• 1 Tbs. tomato paste
• 3 cups stock or water
1. Preheat oven to 450 degrees. Using the tip of a knife, puncture about 14 small pockets into the meat. Stuff
these pockets with one slice garlic and one leaf of parsley in each. Pack excess garlic and parsley around the
exposed bone. Tie the meat for roasting. Coat with olive oil, and season generously with salt and black
pepper. Set in a roasting pan with a wire rack, and roast 20 minutes, until it begins to brown.
2. Lower temperature to 350 degrees, and add the onions to the pan. Baste with pan juices. Cook 1 hour,
basting occasionally, to internal temperature of 125 degrees (medium rare). Remove from oven and allow to
rest for 20 minutes.
3. Sprinkle flour into the pan, and place over medium heat. Cook 3 or 4 minutes, then add tomato paste, and
cook a minute more. Add the stock or water, bit by bit, allowing the sauce to thicken before adding
more. Simmer 20 minutes, skim excess fat, season to taste and serve with carved leg of lamb. Serves eight to
ten people.

Angel Hair with Broccoli Rabe, Toasted Garlic, Fava Beans and Pecorino Cheese
Highlight one of spring’s most delicious flavors by using fresh fava beans in this dish. If
fresh favas are unavailable, use fresh or frozen green peas instead. Pecorino is a semi-
hard sheeps milk cheese, with a tangy bite. If unavailable, try ricotta salata (a pressed,
dried ricotta) or feta cheese.
• 1 pound fresh fava beans, shelled (about 1 cup) or 1 cup fresh or frozen green peas
• 1 Tbs. olive oil
• 2 cloves garlic, finely chopped
• Pinch crushed red pepper flakes (optional)
• ¼ cup black olives, such as Nicoise or Kalamata, pitted
• 1 bunch broccoli rabe, cut into bite-size pieces, blanched
• 1 box (1 pound) angel hair (capellini—extra thin spaghetti)
• 1 Tbs. butter
• ¼ cup grated parmesan cheese
• ¼ pound block Pecorino, feta or other semi-hard cheese
• Lemon wedges
1. Bring a large pot of salted water to a rolling boil. Drop the fava beans in for 2 minutes, then skim them out
with a slotted spoon, and shock them by plunging them into ice cold water. Peel off the outer leathery skin.
Set them aside. Kepp the water at a rolling boil.
2. Heat the oil in a large skillet over medium heat. Add the garlic, pepper flakes and olives, and cook, stirring,
until the garlic begins to brown. Add the broccoli rabe; cook until heated through, about 2 minutes. Turn off
flame.
3. Put the angel hair pasta into the boiling water, stir well to separate, and cook until tender, about 5 minutes—
it cooks very quickly; drain, and add to the skillet, allowing some of the water from the pasta to drip into the
pan. Toss with butter and Parmesan; season to taste. Divide onto serving plates. Using a swivel vegetable
peeler, shave Pecorino cheese liberally over pasta. Serve with lemon wedges.
This article can be seen by clicking:
http://www.thejewishweek.com/food-wine/noshing/qa-chef-jay

"Ask the Chef" with Natural Gourmet
Institute's Chef Elliott Prag
Wednesday, Apr 24 1:00p to 3:00p
Natural Gourmet Institute New York, NY
Unique#Visitors#per#
Month:#2,258,652#
#
CPM#Value:#$3,011.54#
The Vegetarian Times will feature Natural Gourmet Institute Chef Instructor Elliott Prag
for its next “Ask the Chef,” a live Facebook Chat series. For those with questions about
how to choose non-GMO foods; vegan and gluten-free baking substitutes; proper knife
techniques or even how to cure hangovers with radishes; this is the chat to check into!
Event website
PHONE 212-645-5170
PRICE FREE
AGE SUITABILITY None Specified
This article is available online at:
http://events.nydailynews.com/new_york_ny/events/show/321254603>ask>the>chef>with>natural>gourmet>
institutes>chef>elliott>pragBB
B B

Ask The Chef With Chef Elliott Prag
1:00 PM | Wednesday April 24, 2013
The Vegetarian Times will feature Natural Gourmet Institute Chef Instructor Elliott Prag for
its next “Ask the Chef,” a live Facebook chat series. For questions about how to choose
non-GMO foods; vegan and gluten-free baking substitutes; proper knife techniques or even
how to cure hangovers with radishes; this is the chat to check into!
To join the chat, people RSVP here: https://www.facebook.com/events/311614598966818/
Natural Gourmet Institute
48 W. 21st St., 2nd floor
New York, NY 10010
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!
This!article!is!available!online!at:!!
https://www.spingo.com/event/index/1018171#/preview##

Ahwatukee's!Pomegranate!Cafe!makes!top!10!national!list!
Cassie#Tolman#and#
Marlene#Tolman#own#
Pomegranate#Cafe#in#
Ahwatukee#Foothills.#
Deirdre)Hamill/The)Arizona)Republic)
#
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By!Jennifer!McClellan,!The#Republic#|#azcentral.com,#Wed#May#1,#2013#12:55#PM#
The Natural Gourmet Institute, a Manhattan-based vegetarian culinary school, named
Pomegranate Cafe in Ahwatukee Foothills among the nation’s top 10 spots for healthy
and tasty food.
Chef-owner Cassie Tolman is a graduate of the institute, as are the other chefs featured
on the list. Pomegranate Cafe is the only Arizona restaurant on the list, which includes
the Three Muses in New Orleans; Plant in Asheville, N.C.; Arugula Ristorante in
Boulder, Colo.; and Palo Santo in Brooklyn, N.Y.
Tolman and her mother, Marlene, own Pomegranate Cafe. Everything on the menu is
vegan, but some items can be made vegetarian. Look for the Mediterranean wrap
stuffed with lemon hummus, olives, greens, avocado, red onion, tomato, carrot, sprouts,
red and yellow peppers ($11); the raw tacos made from purple cabbage taco shells and
with walnut taco “meat” ($13); and the Elephant Curry Bowl with tofu, seasonal
vegetable stir fry, yellow curry sauce and choice of brown rice or quinoa ($9.50).
Details: Pomegranate Cafe, 4025 E. Chandler Blvd., Phoenix. 480-706-7472,
pomegranatecafe.com.
Unique#Visitors#per#
Month:#2,467,440#
#
CPM#Value:#$1,644.96#
CLICK HERE TO SEE ONLINE ARTICLE:
HTTP://WWW.AZCENTRAL.COM/FOOD/ARTICLES/20130430AHWATUKEES-POMEGRANATE-CAFE-TOP-
NATIONAL-LIST.HTML

Just a taste
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AllBtheBbuzzB
By Liz Moskow Camera Dining Critic
Posted: 05/01/2013 07:58:26 AM MDT
Updated: 05/01/2013 07:59:41 AM MDT
---
Congratulations to Chef Alec Schuler of Arugula Ristorante,
Arugula was recently named one of the top 10 tastiest and
healthiest restaurants in America, by The Natural Gourmet
Institute.
CLICK HERE TO SEE THE ONLINE ARTICLE IN ITS ENTIRETY:
Unique#Visitors#per#
Month:#1,330,000#
#
CPM#Value:#$1,318.92#
HTTP://WWW.COLORADODAILY.COM/CI_23132591/JUST-TASTE?IADID=SEARCH-
WWW.COLORADODAILY.COM-WWW.COLORADODAILY.COM
HTTP://WWW.DAILYCAMERA.COM/LIFESTYLES/CI_23132591/JUST-TASTE

UPCOMING
MEDIA
PLACEMENTS
May 8 th , 2013

2BPR IS COORDINATING AN INTERVIEW
REGARDING SUMMER CONTINUING EDUCATION
OPTIONS WITH NEW YORK POST WRITER ERIKA
PRAFDER. THE NEW YORK POST HAS A MORNING
CIRCULATION OF 522,868 AND AN ONLINE REACH
OF 2,888,456 UNIQUE VISITORS PER MONTH.
2BPR ARRANGED FOR DANIELLE MCNALLY, SHAPE
MAGAZINE'S ASSOCIATE EDITOR, NUTRITION, TO ATTEND
THE EARTH WEEK FRIDAY NIGHT DINNER ON APRIL 26.
SHAPE MAGAZINE HAS A CIRCULATION OF 1,635,933 AND AN
ONLINE REACH OF 650,862 UNIQUE VISTORS PER MONTH.
2BPR ARRANGED FOR MYRA KORNFELD TO TAPE A
COOKING SERIES (UNDER THE NATURAL GOURMET
INSTITUTE BANNER) FOR EHOW.COM. TAPING WILL
OCCUR MAY 30. EHOW.COM HAS AN ONLINE REACH
OF 19,937,084 UNIQUE VISTORS PER MONTH.
2BPR DISTRIBUTED A PRESS RELEASE CELEBRATING WOMEN'S HEALTH WEEK
(MAY 13-17) THAT ENCOURAGES WOMEN TO IMPROVE THEIR HEALTH BY
LEARNING TO COOK HEALTHIER. RELEASE FOCUSES ON NATURAL GOURMET
INSTITUTE'S FOOD-AS-MEDICINE CLASSES AND OFFERS 20% DISCOUNT ON ALL
PUBLIC CLASS REGISTRATIONS FROM MAY 13-17.
2BPR ARRANGED AN INTERVIEW
WITH OLIVIA ROSZKOWSKI ABOUT
HER UPCOMING NATURAL GOURMET
INSTITUTE PUBLIC CLASS, "DOG-
GONE GOOD! REAL FOOD FOR YOUR
POOCH." METRO HAS A MORNING
CIRCULATION OF 293,216 AND AN
ONLINE REACH OF 38,056 UNIQUE
VISITORS PER MONTH.