Food Network: Ask Aida

By JULIETTE ROSSANT Where is the crossover point between the online world and conventional media? For Julie Powell, her Julie/Julia online project led first to a book, Julie and Julia, then to a film starring Meryl Streep and Amy Adams due out in 2009. Aida Mollenkamp is opening up another route. She is parlaying her job as food editor and of Chow.com into a new Food Network series, Ask Aida, premiering August 2nd at 12:30pm ET/11:30amCT. Super Chef got a sneak peak at the premier episode on indoor grilling and interviewed Aida about the program. Aida shares the screen with a "tech guru" Noah Starr, who is a comedian and writer. He chooses emails, videos and text messages with questions while Aida cooks. The questions are all on the theme of indoor grilling or relate to what she is cooking. Noah provides humor or is the straight man/non-cook. All the action takes place in an apartment-like setting – Noah at his computer and Aida in the open kitchen. Super Chef: How did this show come about? Aida Mollenkamp: As Food Editor of Chow.com I do video, demonstrations, product testing. The Food Network checked them out. Super Chef: How did you hook up with your side kick, Noah Starr? Aida Mollenkamp: It was like a dating service. I sat down with 10 different potential hosts. Noah and I have a lot in common. We even have birthdays very close together. We share a same sense of humor. Super Chef: Of all the Food Network stars, who do you model yourself on? Did you contact any of the stars for advice? Aida Mollenkamp: No. I started talking with the Food Network and they had the ideas for shows. They asked me: do any of them fit your personality? My experience in the test kitchen at Chow.com means I have a huge experience over a wide variety of cuisines that works for Ask Aida. Super Chef: Do you see this show as a continuation of Sara Moulton's call-in show? How is it different? Aida Mollenkamp: I used to watch it when I was super young, when it first came out. I don't know the last incarnation of Cooking Live. There was a good response to the show. It solved everyday cooking problem. Having the tech side of our show makes it more modern. Also since we focus in on one theme, it has more structure. There are these areas like chicken, eggs and brunch people always have questions about. Super Chef: You have an advanced degree from the Cordon Bleu, yet the show address, so far, pretty simple issues. Is it going to get more complicated and address tougher questions or do you think your niche is that level? Aida Mollenkamp: We have done our best to include questions of all ranges, my biggest goal is to make people eating 3 times a day, think about what they are eating. I want to make it very accessible. I include ingredient people not know, Harissa, Garam Masala. Try it for a rub on a steak. I concentrate on making food you can eat everyday but also serve to guests. I grew up in California in a French and Italian family. I always steer away from any fussiness in French food, I am attracted by Mediterranean, and we have really great, fresh ingredients in California. I truly believe in doing as little as possible to really great ingredients is harder than taking 20 ingredients and making a dish and it all gets muddled together. Super Chef: Are you thinking of a cookbook, products, etc? Aida Mollenkamp: I think I have always been thinking about cookbooks, I have already written over 200 recipes for Chow, I would definitely like to write one. Super Chef: For you, what sets this show apart? Aida Mollenkamp: I am excited about having a chance to bring a fun voice, speaking more to my generation. I am still in my 20s, so is Noah. Previous articles: [Food Television - complete] Technorati Tags: superchefblog, Juliette Rossant, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, blogging, food blogging --> back to Super Chef