Sunday, March 4

Martin Picard: A genius at being remarkable


After I wrote my blog post, Seth Godin: The best thing since sliced bread, I talked to a fellow foodie about the importance of doing something remarkable.

Talk about synchronicity, just that morning he'd been reading a Globe & Mail article about Montreal chef Martin Picard's latest cookbook: Au Pied De Cochon Sugar Shack in which he has recipes for, among other things, squirrel sushi and beaver tail. Whatever you think about the cookbook, the chef has to be given credit for at least not letting anything going to waste. He stuffed the beaver with its own tail and organs and then cooked it with maple syrup and duck fat.

If that isn't a remarkable recipe then I don't know what is! Pretty much every recipe in the cookbook is ... well, insane remarkable.

But, you might wonder, what are his sales like? Here's what the Globe and Mail article had to say:
Yet this isn’t stunt cooking or a ironic postmodern art project. Mr. Picard and his collaborators printed 40,000 copies in advance of the volume’s release this week. If history is any guide, they will almost certainly need to do a second printing before long. The cookbook from Restaurant Au Pied de Cochon, Mr. Picard’s original place on Montreal’s Duluth Avenue East, has sold an estimated 50,000 copies since its publication in 2006. (Cabane à Sucre Au Pied de Cochon is available for $70 on the cabane à sucre’s website, as well as at better bookstores.)
Not bad. On top of all that, he is self-published and, as far as I can tell, only sells his book through his site and a few bookstores, Chapters among them.

Links:
- Squirrel sushi? 'That's a very, very good meat,' says Montreal chef Picard
- Au Pied de Cochon Sugar Shack on sale at Chapters.

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