aixcentric

This book, with an initial print run of 10,000 in September, sold out in two weeks.  It would normally take three years to sell such a number.  It sold like hotcakes at Christmas and Hachette have printed 300,000, a record.  So what is this phenomenon?

It’s Simplissime, the brain child of Jean-Francois Mallet, an ex-chef who took up photography.  And photography is the key to communicating his recipes.  His mission is to make good cooking simple with a double-page spread for each dish, max six ingredients and few utensils needed.  It’s a world away from haute cuisine, intimidating lists of ingredients and sophisticated techniques.

News of the book spread by word of mouth – it’s great for new cooks and parents have been buying it for student offspring.  When I looked in town, the bookshops in the cours Mirabeau had stocks (19.95 euros).  And in July Hamlyn will be publishing it in English (£20).  Bon Ap!