10

Robert’s Mixed Chicory, Smoked Trout, Orange, Toasted Almonds Capers and Parsley Salad
Serves 3
Difficulty Level: Easy! Just buy the best smoked trout money can buy. 
Notes: These varieties chicory can be hard to find, check your local specialty food shop or farmer’s market. Robert used four different chicories for this salad, but you can use just one if you like.

Robert Stelzner and I met in a weaving class many moons ago (the same fated class where I met another SFP guest, Beatrice Valenzuela, whose boutique happens to be right next door to Robert’s store). Robert was the only mysterious man in a class of 10 women, ranging in age from 23 - 80, so of course, I had to get to know him. Though quite nimble on a loom, his path led him to become one of the most lauded representatives of the East Side Los Angeles food scene, with his beautiful market and lunch counter, Cookbook, and restaurant, Cortez.

Robert and his partner, chef and author Marta Teegen, were committed to locating Cookbook in their own neighborhood of Echo Park. Cookbook makes prepared foods inspired by their covetous collection of curated cookbooks and pantry staples, all for sale and on display in a manner so comely, my friend Krissy refers to it as, “the vegetable museum.” They source the best produce, meats, and pantry items with a focus on superior taste and sustainability. Though they carry the crème de la crème, there is attention to practicality; this is no truffle salt and foie gras depot, but they make an effort to carry the ingredients to make real, home-cooked food.  

As Cookbook took off, Robert and Marta, decided that really needed a commercial kitchen of their own. So, Cortez, their Moroccan and North African inspired restaurant was born. The restaurant would serve dinner, and also serve as the off-site kitchen to produce the pastries, salads and sandwiches for the market, located a stone’s throw away (by L.A. standards). They would use the same pastured meats, seasonal produce, and pantry items as they were sourcing for the store, so that part of the puzzle was solved. The food is simple and tasty. Nothing fancy — uncomplicated meals made with with excellent ingredients.  

For this salad,  I met Robert at Cookbook, where we shopped for all of our ingredients, including the Michael Cordon Bleu smoked trout, which is unlike any other smoked trout I have ever had (and I have eaten a lot of smoked trout in my day). Groceries in hand, we drove the company van down the street to Cortez, where Robert cooked for me, impressing me with his industrial salad spinner, and filling me in on what he has been up to in the last 6 years. 

Robert in his own words:

Julia: If you own your own specialty food store and restaurant, do you ever go to the supermarket, or do you just raid your own pantry?
Robert: 
We usually eat extras from the store or family meal at the restaurant. Cookbook’s pantry selection is a reflection of the things we like to eat at home, so we really have everything we would need at our finger tips. 
Julia: Do you just think about food all the time? I am already obsessed with food, but if I was around it as much as you are, I think I might cross the line into the realm of the clinically insane. 

Robert: I would say i’m always thinking about food because i enjoy it. Not just eating food, which i obviously do, but the things that really interest me are the ideas behind food.  Techniques, food histories, culinary cultures, flavor, and of course the farmers & food producers that grow and make our food.  
Julia: Are there any metaphors from your experience as a weaver that you might apply to your current approach to food, cooking and business?
Robert: When you begin a weaving project, the options are endless. There are so many different techniques, materials and styles that yield different results. The general idea is the same: you begin with the warp and a weft, but the way in which the threads are interwoven is what determines the final product.

You start with the basic structure and then make it your own, like a recipe.

A recipe should be a basic guide that you tweak and interpret. I’m of the opinion you should always follow a recipe on your first attempt, and then change to suit your taste. 

Ingredients

- 1 head frisée
- 1 head Radicchio Variegato di Castelfranco
- 1 small head Escarole

Chioggia radicchio
- flat leaf Italian parsley
- salt 
- pepper

- 2 tsp salt packed capers - rinsed 
- 1/3 cup toasted, sliced almonds 
- segmented oranges ,
- 1 package smoked trout

Dressing
- 1 tsp red wine vinegar
- 1 part lemon, 3 parts EVO,
- 1 small clove garlic
-  salt to taste

Instructions

Prepare the chicory, removing the tough bottom of the frisée and the heart of the radicchio. Tear the chicory into bite size pieces (Robert says is much better than cutting the greens). While you prepare the rest of the ingredients, soak the chicory in a bath of ice water to retain their crunch. 

Pick leaves off of parsley, this is a matter of taste, if you like parsley, use about 2 tbs, if you don’t want it to dominate, use 1 tbs. 

Slice the peel off of an orange, removing either end first, and balancing the orange on the flat edge while cutting downwards towards the cutting board. Remove all the white membrane. 

Slice the orange into disks and set aside. 

Toast almonds on a skillet until light, golden brown. Rinse and drain the capers. 

Drain chicory and spin to dry. Add to a large mixing bowl. 

<br>Whisk dressing ingredients together to emulsify the oil. Toss with greens, add almonds and capers, plate or put in bowls. Top with generous portions of trout, garnish with parsley, crack salt and pepper on top and serve.

Social Media Marketing

Social Media Examiner’s Michael Stelzner helps your business navigate the social jungle with success stories and expert interviews from leading social media marketing pros. Discover how successful businesses employ social media, learn new strategies and tactics, and gain actionable tips to improve your social media marketing. Find show notes at

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Do you want your fans to help market you? Are you wondering how to include fan content in your social media? To explore how fan content can enhance your social media, I interview Jesse Desjardins for this episode of the Social Media Marketing podcast. More About This Show The Social Media Marketing podcast is a show from […]

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Cast: John Fray, Helder Ramos, Eric Kuthe, Heath Hudson, Allan Michael Brunet
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Fan Content: How to Leverage Your Fans to Enhance Your Social Media

Fan Content: How to Leverage Your Fans to Enhance Your Social Media

By Michael Stelzner

Published September 5, 2014 

Do you want your fans to help market you?

Are you wondering how to include fan content in your social media?

To explore how fan content can enhance your social media, I interview Jesse Desjardins for this episode of the Social Media Marketing podcast.

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Vine: Short Videos and What Marketers Need to Know

Vine: Short Videos and What Marketers Need to Know

Do you want to know more about Vine video?

Are you wondering how brands and businesses can successfully market with Vine video?

To explore how to use Vine short video on Twitter, I interview Zach King for this episode of the Social Media Marketing podcast.

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The Social Media Marketing podcast is a show from Social Media Examiner.

It’s designed to help busy marketers and business owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, I interview Twitter Vine personality and host of KingFilmSchool.com Zach King. Known as FinalCutKing on YouTube and Twitter, Zach has more than 1.6 million followers on Vine and creates short special effects videos that have been watched millions of times.

Zach shares how he got started with film and online video.

You’ll discover tips for shooting your own Vine video.

Share your feedback, read the show notes and get the links mentioned in this episode below!

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You can also subscribe via iTunes, RSS, Stitcher, SoundCloud or Blackberry.

Here are some of the things you’ll discover in this show:

Success on Vine

How Zach got started with Vine

Zach’s curiosity was piqued in September 2013 when friends started showing him Vines. He shares that he decided to try the platform for 30 days. During that time, he made a Vine a day based around silly ideas he and his roommate came up with. Each 7-second Vine featured a special effect and in 30 days, Zach says he accumulated 200,000 followers. He was hooked by the growth rate.

Zach talks about why the challenge of using Vine to tell stories excites him.

Listen to the show to find out how Vine works.

What Zach’s most popular Vines have in common

Zach believes his Vines are successful because they include circumstances everyone can relate to.

For example, almost everyone has locked the keys in the car or wanted a special souvenir from a vacation.

Listen to the show to hear about more of Zach’s successful videos.

How making Vine videos has changed things for Zach

Zach shares that as he was working his way through film school by teaching FinalCut, he was introduced to posting on YouTube. As he added Vine and Instagram to the mix, his exposure grew. Zach says that Vine exposure has brought him bigger clients, like Coca-Cola and McDonald’s, with bigger budgets.

Listen to the show to discover why Zach believes platforms like Vine are changing the commercial branding world.

Vine’s culture

Zach states that Vine is very secretive about their analytics. The only metrics available are likes, ReVines and the released loops. He shares that he estimates the average Vine user to be between 13 and 25 years of age—otherwise known as Millennials.

He explains that Vine has a diverse collection of categories including a DIY category where you learn how to do a project in 7 seconds and a Comedy category, which Zach believes is the number-one reason people are on Vine.

DIY is one of 12 categories or channels to choose from.

Zach says you don’t need any film experience to be successful on Vine. He points out that a lot of Viners who have 7 or 8 million followers simply grabbed a camera and started recording.

Listen to the show to hear how personality and style lead to follower growth.

How Vines can be viewed or shared

Zach shares you need the Vine app to view videos on Vine, but that they can also be embedded on websites. He says embedding is what led to Vine’s increased popularity and that Vines perform best outside of the app.

Listen to the show to find out how a third-party YouTube compilation of Zach’s Vines contributed to his success.

How bigger businesses are using Vine

While it attracts bigger brands like Coca-Cola and Virgin Mobile, Zach explains that marketing on Vine is different than on platforms like Facebook because Vine hasn’t monetized. He says that because brands can’t pay to have their Vines put in front of someone, they’re served to Viners who fit into the business’s niche.

Zach talks about how brands work with individual influencers on Vine.

Zach suggests that before your business joins Vine, you should know if it’s a good fit. He says if you aren’t trying to reach the 13- to 25-year-old demographic, Vine may not be for you.

He explains how Lowe’s uses DIY Vines and why he thinks there’s a big opportunity for other brands to use Vine to show a process.

Listen to the show to hear Zach break down his story process.

How Zach uses Instagram and YouTube in relation to Vine

Zach says that while he’s been on YouTube for a while, he’s only recently joined Instagram after finding that people were duplicating his type of content for Instagram. He explains that if he’s got a Vine that does really well, he posts an extended 15-second version of the video on Instagram.

Zach also posts video to Instagram.

Zach uses YouTube in a similar fashion by posting much longer, behind-the-scenes footage of shooting the original Vine.

Listen to the show to find out why Zach believes video builds stronger relationships with his viewers and how he sees people who emulate his style.

Suggested tips and equipment

Zach explains that he uses both the Vine app and a camera to create his Vines. He believes audio is very important when it comes to video, so he uses a Rode VideoMic to make sure he has good sound.

A background in film helps him with lighting. He says if you’re filming outside, it’s important to turn into the sun so it can light your face. For inside shots, Zach suggests getting close to a light source and shining a lamp on your face.

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