Cook_Inc. On A High-End Path To Food, Art And Adventure

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Anna Morelli of Cook_inc

It takes courage to start a new high-end food magazine — whether in print or in app form — in an economic climate such as today’s. Cook_inc. was launched in November 2011 by Anna Morelli, an Italian-Peruvian woman living in Lucca, Tuscany. Its scope is the new and the up-and-coming in top gastronomy, whether it be the latest food discoveries in the Amazon jungle or the new cuisine of young talents from Asia, Europe and beyond. The magazine takes its visual cue from art books, with striking images by some of the world’s most dynamic food photographers.

“It may be a difficult time economically, but it’s an exciting time for food,” she says as she demonstrates the magazine’s state-of-the-art English app on her iPad. “I want to spread the word about the really talented young chefs that are out there, and about new global trends in food.”

Cook_inc. has established a loyal following from within the food world. “Lots of chefs and foodies worldwide subscribe to keep up with the latest trends and their setters. Word travels so fast these days, and it’s great to be a part of that: I’m always happy when one of the new chefs we’ve discovered reaches a broader audience. For me, it justifies the risks we’ve taken to produce the magazine.”

Morelli’s obsession with restaurants began early: Her father, an economist for the European Union and an “old-fashioned gourmet,” lived with the family in Brussels and often took them on expeditions to international Michelin-starred restaurants. “I was just 15 when I first went to Arzak in San Sebastian, Spain,” she recalls, “and it was a life-changing experience for me.”

Morelli speaks a handful of languages and switches between them with ease. The magazine — which is published three times per year by Morelli’s company, Vandenberg Edizioni — reflects her multiculturalism by featuring chefs from every continent. A recent issue included in-depth, beautifully illustrated articles about Chilean chef Rodolfo Guzmán, British chef Sat Bains and Eleven Madison Park restaurant in New York. A handful of Italian subjects also were covered, including chocolatier Paul De Bondt in Pisa; vinegar-maker Josko Sirk in the Collio, Friuli; and food performance artist Andrea Salvetti. The printed magazine is published in Italian; the apps are in English and Italian.

Cook_inc.’s look is as important as its content, and the printed version is as beautiful as an art book. The magazine commissions great photography to accompany the texts and recipes. Morelli’s years running a photo agency have stood her in good stead.

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A feature in Cook_inc. on a restaurant in Stockholm called Oaxen Krog. Courtesy of Cook_inc.

“For me, image quality is very important,” she says as she taps through a slide show on the Cook_inc. app. “Whether photos are printed onto great paper and bound into a volume, or appear on today’s many screens, I like to pair talented photographers with the writers.” Ease of access is also key.

“Many people — especially today’s young foodies — are never without their smartphones. So we recently created a mini-app just for them. It’s like an aperitivo that makes them hungry and whets the appetite for the larger tablet app that can be downloaded and has nearly as much content as the printed magazine.” In some cases, additional material is added to the app, like extra photos from a shoot sequence or special animated images using the app’s state-of-the-art technology.

Cook_inc. explores the fusion of food and art. “People think that the ‘inc’ in the name stands for ‘incorporated,’ but actually it means ‘inclusive’ — I wanted to create a magazine that spoke not only of high-gastronomy restaurants and chefs but also of art, bistros, destinations, workshops and food-related environmental issues.” It looks like Morelli has understood a gap in the market and is filling it, in style.

Top image: Anna Morelli, left, and the cover of Cook_inc.  Courtesy of Cook_inc.


Zester Daily contributor Carla Capalbo is an award-winning food, wine and travel writer who has been based in Italy for more than 20 years. Her book "Collio: Fine Wines and Foods From Italy's Northeast" recently won the André Simon prize for best wine book, and her website is carlacapalbo.com.

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Julia della Croce
on: 1/21/14
So glad to know this. Carla, are you aware that you were nominated for an award by ItChefs? We both were, but I didn't even know it until days after the 2014 International Day of Italian Cuisine convention in NYC--and I was there! So Italian, no? You can reach me by email or FB if you'd like me to send you the link--it's on the ItChefs website.

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