Interview with Author, Publisher & Founder of Award-Winning Milk Street, Christopher Kimball
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Christopher Kimball Interview Notes
On this episode of Eat My Globe, our host, Simon Majumdar, talks to author, publisher, and founder of Award-Winning Milk Street, Christopher Kimball. They discuss Christopher’s reason for publishing a cooking magazine like Cook’s Illustrated and Cook’s Magazine, how he started the acclaimed TV Shows “America’s Test Kitchen” and “Milk Street,” and how he continues to learn more about cooking as he travels around the world. They also discuss his process for recipe testing. It’s a fascinating conversation so make sure to tune in.
Transcript
Eat My Globe Podcast
Interview with Christopher Kimball
Simon Majumdar (“SM”):
Hi everyone. Welcome to a brand-new episode of Eat My Globe, a podcast about things you didn't know you didn't know about food. And today we have one of my heroes, in fact. He's the founder of Christopher Kimball's Milk Street. Milk Street, interesting, is the street where Benjamin Franklin was born just a few blocks away from the office of today's guest. Our guest is also a food entrepreneur, a food enthusiast, and a beloved teacher for the many thousands of watchers and readers, with his and his team's very precise, practical, and informative explanations of recipes and food equipment. He's also published many, many books, including 2005's Milk Street, Backroads Italy, Milk Street Shorts: Recipes That Pack A Punch, Milk Street COOKish, and 2018's James Beard winner Milk Street Tuesday Nights. He also supports nonprofits such as Big Brothers Big Sisters. As someone who works in the food profession as I do and who appears on cookery shows, I don't watch too many food shows. It is what we in England call a busman's holiday, like driving everyone around when you are on a holiday. However, one of the shows I always watch is Milk Street. And that, for me, is the biggest compliment that I can pay to this great show on public television and indeed the magazine that goes with it.
Ladies and gentlemen, it is my real great pleasure to introduce you to Christopher Kimball.
Christopher Kimball (“CK”):
Well, that was a lengthy and superlative intro. Thank you very much.
SM:
Well, I wanted to get over to people just how great you are. And I think before you start, yeah, we go into the history of it because this is traditionally a food history podcast. But because I do it for myself, I'll do anything when I want. Perhaps you could tell people about what you're going to do in future, what plans, speaking. . . . I know you do a lot of speaking, Milk Street et al., what you're going to be doing in the next few years.
CK:
Probably the same thing we've done the last 10 years. I started Milk Street in 2016. You know, we travel the world. We go into people's homes. We cook with them. We sit, yeah, I really want to get a sense of how people actually cook in different places. You know, not so much the fancy restaurants, but how real families cook.
So, whether that's, you know, Oaxaca or whether that's Rome or whether that's Chiang Mai and Thailand, wherever, I kind of like to spend time with people, real home cooks, right? Because even though I don't always speak the language, you can be in a kitchen with somebody and speak the language, right?
SM:
You can point.
CK:
Yeah, you can point or go, no, or something, as they do to me, but I've learned so much because other people around the world think about cooking. It's not just the recipes are different or maybe the ingredients are different. It's more their concept of what cooking is, is different.
And so that's, I just want to continue doing that because every time I cook with somebody, you know, I learn, well, I never thought of that. It's like, oh you can make a cake batter in a blender. Okay, I'll do that. So that's the fun part is the adventure of discovering how little you know, I guess, is the best way to put it.
SM:
Well, that's fantastic. And I know that all my listeners want to hear about that because they all know you. But what I'd love to do as well is a bit of history first. I'd love to know because I first started seeing you from England reading Cook's Illustrated, Cook's Magazine. And so that was in what 1980 or so. I think I was about 16 doing that.
CK:
1980.
SM:
And so I wanted to know what you were doing before that and how you got into that, and then how you went from that kind of onwards.
CK:
Well, I graduated college in ‘73 and went to Columbia. Didn't do a lot of studying.
SM:
[Laughter]
CK:
There was a lot of war protests going on at time. I majored in primitive art.
SM:
Wow.
CK:
I was an art history major. Had the most useless degree ever. There are no jobs. And then I worked for somebody in Connecticut for a few years. And then I... In ‘79, I quit my job in summer of ’79, and decided I wanted to publish a cooking magazine.
SM:
How?
CK:
Well, I don't know.
SM:
[Laughter]
CK:
Like a thing bursting out of the head of Zeus, don't know, something weird. And I started it because nobody was publishing a cooking magazine. They were publishing food magazines, travel, restaurants, you know, that whole thing. And I don't really care about that part of it. But I really cared about the home cooking. So yeah, we started off, I met James Beard back in the late ‘70s. He helped me out a little, met Julia, et cetera. And I just started, and for whatever reason survived.
SM:
[Laughter]
CK:
Probably unwittingly because I was too stupid to know what I didn't know. And then the New Yorker came to me in 1983, and they bought part of it. And so, I became part of the New Yorker. And it's a long story, but eventually it got sold in 1990. And I went about a year later, I restarted Cook's. I had called it or I checked with the trademark office and the trademark for Cook's Magazine had expired. So, I sent a check for $175, got my trademark back and then I restarted the magazine in ‘93. But this time I took out all the advertising. The original Cook's had advertising, but I was a terrible salesman. So, I didn't want to do that anymore. And I just got rid of all the ads and made a 32-page magazine. And we ended up eventually with a a million subscribers. . .
SM:
Whoa.
CK:
. . . to Cook's Illustrated.
SM:
Wow.
CK:
And I didn't have any color in the magazine. It was all black and white. And my reasoning was this is a serious cooking magazine. This is not a fancy entertaining magazine. So, let's get rid of color, which made it less expensive to produce, but actually it was more of an editorial decision. And then I started, that was America's Test Kitchen. And then I started the TV show and eventually started a radio show. And yeah, built that into, we had 150 employees probably by the time I left in 2015. It was a big, very successful company. And, you know, I got tired of making oatmeal cookies for the 29th time.
SM:
[Laughter]
CK:
I grew up in New England. I love New England cooking. I still cook a lot of that food. But I wanted. . . I just felt that the world of cooking was about to change. Obviously becoming global. Obviously everything was getting mashed up, right? So, I decided to do Milk Street and travel the world and like re-learn how to cook with, by talking to other people and It turns out that was the timing was good. You know, that's exactly what happened to cooking and now. . . You know in the old days. . . . For example, Paula Wolford, you know did books on Moroccan cooking, for example.
SM:
Yeah.
CK:
Well, OK, but those that was sort of like your Saturday night recipe. You do her couscous or something. But what I really wanted was the Tuesday night. You know what? What is someone in Fez cooking on Tuesday night? Or what is someone in Rome cooking on Tuesday night? Whatever.
So, I wanted the real everyday food. And that's what happened instead of just doing sort of special, you know, once a month we'll do a special, you know, quote unquote ethnic recipe, whatever that means, you know, every, during the week.
SM:
I'm going to ask you about that later.
CK:
Yeah. Well, I mean, let's just, okay, we'll, we'll do a red lentil soup. It takes 40 minutes and, you know, or we'll, you know, whatever. So that really changed how I cooked a lot. And, it really got me more excited about cooking. I got reinvigorated with the whole idea of learning again. So that's pretty much where we are. We do TV, we do radio, we have cooking classes in person, online. We have store, we do some other stuff. But it's about my, I'm very curious about how people cook. And you know, I've spent a lot of time like making scallion pancakes with a baker in Taipei. And she was yelling at me with a rolling pin and. . .
SM:
[Laughter]
CK:
. . . you know, I was completely screwing it up. But, but I, you know, she taught me a lot. So here I am.
SM:
So, those things when you travel around. I want to talk about those later, but let's talk about the TV series because that's how I came to know you. When I first moved to the US, so it’s about 15, 16 years ago, that was the first time I saw the program regularly. And Milk Street, I think, was just about on then, or you were splitting. So, you have so much of, I mean, 90% I realize of the public television audience. And that's an amazing amount because I've tried to sell some shows to the public television and I know it's very hard work. How did you get to that point? It's an amazing thing. And I just want to know from me apart from anything else.
CK:
Oh secrets. Well, it's 96%. Let's be specific.
SM:
96. Oh gosh. Okay.
CK:
My theory is if you just keep showing up year after year for 45 years, you eventually get to 96%. I think that's what it is. I mean, the America's Test Kitchen show that I started, you know, obviously did really well for a long time. And I think that I was a known quantity by then. So, I don't know. I mean, American public television here in Boston. . . .
SM:
Yeah.
CK:
It's a show I know them very well. They're great people. They were very helpful in the launch. And you know, most stations said, yeah, okay, we'll give it a shot. You know, and it did well. It got the ratings. And I don't know. I think it's just being around long enough. You know, I think public television is really interesting.
SM:
Yeah.
CK:
Ten years ago, everyone was saying it's dead. It's like, you know, the cable channels, there's Netflix, there's streaming, blah, blah, blah. Yeah, but public television has a massive audience, massive.
SM:
I'm one of it.
CK:
And we still get almost a million eyeballs a week on the show. And it's also destination viewing, right? It's not like you're switching back and forth constantly. It's like people turn on public television on Saturday, leave it on. So, it's one of the few, other than sports, it's one of the few destination viewing opportunities you have. And so, I'm very loyal to public media because it provides, obviously there's no advertising and it has a very loyal audience. They've stayed with me a long time and I've stayed with them. So, I think. . . . there's very few places in the media landscape where loyalty matters anymore, right? I mean, there is no loyalty.
SM:
Yeah, no it. . . .
CK:
It's like I was loyal till five seconds ago. . .
SM:
[Laughter]
CK:
. . . and then I switched my YouTube channel. So, I'm very keen on public media.
SM:
That's great that you hear that. And I'd like, I also wanted to know how many people you have involved now with Milk Street because you have you, you have the team. I'd like to know how you get about by, you know, doing the foreign travel, doing the cookware, doing the, because I don't know whether that's just you. I don't know whether that's just you and the team work together. I don't know whether it's the team can just say no no we want to do this and Chris we don't know we don't know what you want to do but we're going to do this. I mean how do you get away with all of that?
CK:
Well, there are many topics on which I can assure you that I'm a lousy person to get advice from.
SM:
[Laughter]
CK:
And that like management skills are not high on my list as anyone has ever worked for me. I just hire really smart people and they don't need much management. I mean, essentially, we have very small teams. Like our, our TV team is like three people.
SM:
Oh wow, okay.
CK:
Our radio team is like four people. We do have probably 10 people in the kitchen, but we don't have big teams. I've sort of. . . . We have about 55 or 60 people in total. I've sort of found that there are two kinds of people I love. It's like people who can just go do stuff and figure stuff out on their own.
SM:
Which is great.
CK:
And those are few and far between, but they're great. And then people actually get the work done, who really good at something and they get it done and they're very efficient. It's the managers, you know, who are managing a process that sometimes that's kind of a hard thing. So, over the years, we have a lot. We have a few people who are really great at what they do. And then we have people who are really good at what they do. But I like to minimize the management tier, especially for a small company, because you don't need. . . . I don't need a lot of people sitting around making to do lists, you know, and managers tend to do a lot of to do lists.
SM:
Yeah.
CK:
And every week it's the same list, you know. So, we just have really great people and yeah, they go and do what they do. And if I don't like it, I'll complain. But I mean, my radio producer, she produces the show and, you know, we talk every week, but she's running the show. So.
SM:
Tell us what your show is called.
CK:
Well, it's just Milk Street Radio.
SM:
Okay.
CK:
But television. But, you know, I think that actually is my favorite thing I do is radio, the podcast, because I get to talk to people every week from around the world, as you know.
SM:
Yeah.
CK:
And we have these great conversations and we can argue, you know, we don't do just cookbooks. I just had people on last week, two guys who wrote a book about how agribusiness actually is a great thing.
SM:
Oh okay.
CK:
Like the mass production of food. . .
SM:
Yeah.
CK:
. . . you know, let's stop dumping on it because actually it saved the world, which is true. But, you know. . .
SM:
It did.
CK:
. . . let's reform, you know, produce food or process food. Like fixing that is a better thing than trying to feed everyone in New York off small family farms. That's their whole thing. Now I'm a huge proponent of the family farms, but they have a point that if you're going to improve things, that's where you should probably start. But anyway, we had, we argued. So, we argued for an hour and it was fun, you know? And so, I think, I think that kind of podcast where you can reach out across the world and have interesting points of view and you can argue with people. I just think that's incredibly fun to do.
SM:
Yeah.
CK:
Because you're not just standing there looking at someone, you know, making, you know, rice pudding in Paris, you know.
SM:
[Laughter]
CK:
Which is okay. But I'm staying there for two hours watching someone do it as opposed to or me doing it here. But I'm talking to someone about ideas. You know, I had a woman on years ago. She was from Switzerland and she had walked across the Gobi Desert. . .
SM:
Whoa.
CK:
. . . with a shopping cart, essentially. And I just like amazing story. And then she did the same thing with, you know, Tasmania or something. Anyway, but, you know, I did I met all these incredible people, including obviously the Alice Waters of the world and other people.
SM:
Yeah.
CK:
But it's fun. And you get a lot of different points of view. So.
SM:
I know when I write, I tend to write four essays that I write, whether it's about British biscuits or, you know, and then the rest I interview. So, you know, people like you, people like Eric Ripert, people like Jacques Pepin, Alton Brown, all of those people. And I think that's so interesting when you have different points of view from your own. So, I think that's sort an amazing thing. But I know this is kind of outside that, but I want to know how often you test your recipes. That's just something, again, I want to know because when I test them, for me, I probably do them three or four times because I do it at home. But I'd love to know how often you test those recipes because you need to do it.
CK:
Well, in the old days at Cook's Magazine. . .
SM:
Yeah.
CK:
. . . I used to test sometimes 30 times.
SM:
Wow.
CK:
But I figured out when I started Milk Street, that if you're very careful about your protocols and how you set up your testing, you can cut that way back. So, I'd say most recipes, at least half a dozen, sometimes 10 to 15 times, it's even gotten higher than that occasionally. But if you test a recipe 20 times, you're doing something wrong. I mean, you really, you're not focused. If you focus on what's important and figure out how to set up the testing, you can get through it in less than 10 tests usually. But if a recipe, for example, we did a tarte tatin recipe I brought back from Paris last year, it's a very different approach. And we were on our 20th test or something. And I finally said, guys, I mean, this is getting out of hand.
SM:
[Laughter]
CK:
So, we pulled it back and I gave it to somebody else who finished it up. I think if you're not clear about what your objective is with the recipe, like what's, okay, if you're gonna do penne alla vodka, okay, which we did recently, well, what are you trying to do? Are you trying to figure out what the vodka is doing here? I mean, is that what this is about? Or is it about adding guanciale to the recipe or some other sofrito? Or is it about the emulsion between the tomatoes and the cream? What are you trying to do? And so, I think if you're very clear about your objective, you can test less than 10 times and get to the goal line.
SM:
Yeah, I think that's a really interesting one because again, if I'm testing penne alla vodka, I have to, I'm fascinated with science. So, I treat, I look at the vodka side of it. I'm going, how does that work?
CK:
Right, exactly.
SM:
And if I'm talking to Alton Brown, he's fascinated in that, but I'm talking to Scott Conant or something like that. They're really interested in the taste of it rather than that. So, it's very different to do talk about. So, like that, when you do knives and those kind of things, you have such an endorsement. Your group, you personally, when you go out, do you have to be very, very careful with what you're endorsing when you do?
CK:
Well, we don't really, our store is really mostly stuff we produce.

