Every cloud has a silver lining
It’s a little unconventional to share with every customer the story of a screw up but Sandy’s story really demonstrated to me why we are doing what we are doing at cookandkitchen.
On 27/10/2011, at 11:16 PM, Sandy wrote:
Hi James, I placed the third order (as in confirmation slip) on Oct 13,which is the order no 10000202.(this order has been paid for by Visa)
The last thing I want is to discontinue my contact with Cook & Kitchen, I live 285 kms from Melbourne and can’t get anything like you offer up here. As I am disabled and can’t drive I am unable to go shopping in the larger towns. I also teach cookery to school kids and some of your products are new to the kids.
Sorry to have had these difficulties.
Sandy
This morning I replied:
Hi Sandy
I cried when I read your email.
Can I thank you first of all for taking the time to write to me and not demanding a refund. Which of course you are more than welcome to.
Cookandkitchen is a side business to my day job. I am obsessed with food and dreamt up this business to transform the way that foodies connect. Things have not been going according to plan and we are only achieving about 20% of our sales targets at the moment. As such we have had to cut back on the operations and have been struggling to get everything done in the timeframe we would like with the resources that we have. I have been in a bit of a dark place over the last couple of weeks.
I am sorry that your order has somehow gotten trapped in the system. Your order is showing as sent from our end but there is clearly something not working. Please rest assured that you will be sent your goods early next week.
Your email has given me the injection of energy that I needed. With customers like you we really are delivering on our mission of transforming the way that foodies connect.
Are you friends with us on Facebook? The Lip Licking Moments community could do with your participation. I just did a search and think I found you so requested you as a friend.
Did you know about the blog on the cookandkitchen website. I would love for you and the kids to contribute to it and tell us about what you are getting up to in the kitchen.
They say that every cloud has a silver lining. In the error with our fulfilment of your order I have found out just what impact we are having on the community we are serving and it’s given me back my enthusiasm for making the business work.
I hope you don’t mind but I am going to share our story on the blog today, I think it will really help demonstrate what we are doing.
Next time I am in Melbourne with some time to spare I would love to come out and meet you, perhaps we could do a cookery school session together for the blog?
I look forward to hearing from soon
Enjoy your weekend
James
Thanks Sandy
This last few weeks have been a bit of a nightmare for us at cookandkitchen all the things that could go wrong have and it’s been getting me down.
Before we launched cookandkitchen I sat down with two friends and our first two interns Clint and Julien and we wrote a list of reasons why the business might not work as we expected.
Not on the list were
1. The marketing function and a key partner would want to take a back seat six weeks after we launched.
2. None of the traditional online marketing strategies working for us first, second or third time to generate sales – we get lots of likes and fans and hundreds of positive comments on our communications but not enough revenue from the activity. Yet.
3. Our choice of suppliers not working out in terms of shared vision, service expectations and integrity – not once, not twice but three times! We have parted company with our original web development agency and two marketing support businesses.
4. Our warehousing (the biggest single fixed cost in our business) costing about twice what we had budgeted for.
If I am honest there have been moments in the last couple of months when I have just wanted to hit of the off switch and go on holiday.
Two weeks ago I offered my fellow Directors and Investors 22.5 cents for every dollar that they stumped up if they wanted to get out. Their response was a resounding no and that they had every confidence in me and the business that it would work. My business coach, Oliver, claimed that I had had a defining moment. I wasn’t totally convinced but decided to suck it up and see where we went.
Then yesterday I read this email from Sandy, a regular customer in Victoria, whose recent order is trapped somewhere in cyberspace. This was my defining moment.
On 27/10/2011, at 11:16 PM, Sandy wrote:
Hi James, I placed the third order (as in confirmation slip) on Oct 13,which is the order no 10000202.(this order has been paid for by Visa)
The last thing I want is to discontinue my contact with Cook & Kitchen, I live 285 kms from Melbourne and can’t get anything like you offer up here. As I am disabled and can’t drive I am unable to go shopping in the larger towns. I also teach cookery to school kids and some of your products are new to the kids.
Sorry to have had these difficulties.
Sandy
This morning I replied:
Hi Sandy
I cried when I read your email.
Can I thank you first of all for taking the time to write to me and not demanding a refund. Which of course you are more than welcome to.
Cookandkitchen is a side business to my day job. I am obsessed with food and dreamt up this business to transform the way that foodies connect. Things have not been going according to plan and we are only achieving about 20% of our sales targets at the moment. As such we have had to cut back on the operations and have been struggling to get everything done in the timeframe we would like with the resources that we have. I have been in a bit of a dark place over the last couple of weeks.
I am sorry that your order has somehow gotten trapped in the system. Your order is showing as sent from our end but there is clearly something not working. Please rest assured that you will be sent your goods early next week.
Your email has given me the injection of energy that I needed. With customers like you we really are delivering on our mission of transforming the way that foodies connect.
Are you friends with us on Facebook? The Lip Licking Moments community could do with your participation. I just did a search and think I found you so requested you as a friend.
Did you know about the blog on the cookandkitchen website. I would love for you and the kids to contribute to it and tell us about what you are getting up to in the kitchen.
They say that every cloud has a silver lining. In the error with our fulfilment of your order I have found out just what impact we are having on the community we are serving and it’s given me back my enthusiasm for making the business work.
I hope you don’t mind but I am going to share our story on the blog today, I think it will really help demonstrate what we are doing.
Next time I am in Melbourne with some time to spare I would love to come out and meet you, perhaps we could do a cookery school session together for the blog?
I look forward to hearing from soon
Enjoy your weekend
James
Thanks so much Sandy – I am going to get cracking with the weekend’s to do list now.
Organic Pumpkin Bread: No Trick, All Treat!
That’s right foodies, it’s that time of year again. Believe it or not, it is officially Halloween weekend, and what better way to get in the holiday spirit than by baking a delicious, healthy pumpkin bread. Better yet, try out our organic recipe. Just think: now you can save all those calories for the heaps of candy you will encounter throughout the weekend!
This recipe serves about 8 people, perfect a costume party or ghoulish get-together!
Short some ingredients? We have plenty of organic ground ginger and organic ground cinnamon (both only $3.90) to meet your baking and dietary needs.
[amd-recipeseo-recipe:94]
CAK Products Used In This Recipe
Gourmet Organic Herbs Cinnamon ($3.90)
Gourmet Organic Herbs Ground Ginger ($3.90)
Spiced Apricot Chicken: A Rainy Day Delight
On a rainy day like today, the last thing anyone wants to do is spend hours slaving over a hot stove. So, why not liven up your night by whipping up a quick, spicy chicken dish? There is extremely little preparation involved, and only a few ingredients needed! The dish is delicious on its own, but is especially lip tasty when mixed with onions and carrots, and served with white sticky rice and/or salad. Need some spice to make it nice? Check out Gourmet Organic Herbs Cajun Blend. [amd-recipeseo-recipe:93] Purchase These CAK products found in this recipe: Gourmet Organic Herbs Cajun Blend ($3.90) 
Frantoio Extra Virgin Olive Oil ($13.75) 
Organic Food: 5 Delicious Reasons to Love it!
Organic food has grown tremendously over the last few decades. From a small niche market, offering few alternatives to the conventional counterpart, now there is an organic food option for every food group.According to the Organic Federation of Australia, here are 5 delicious reasons to choose organic:
Choose Organic!
1. Health Benefits
Organic food not only avoid commonly used pesticides, herbicides, and other nasties to avoid but actually contain more nutrients. rapidly growing body of research shows organic food contains higher levels of vitamin C and essential minerals such as calcium, magnesium, iron and chromium as well as cancer fighting antioxidants and Omega 3. For example, studies show organic milk in the UK is on average 68% higher in Omega 3 essential fatty acids. So by choosing organic, not only do you live to eat but eat to live!
2. Avoid Pesticides
Organic farming avoids the over 300 commonly used pesticides used in conventional farming In the UK, over 40% of all non-organic fruit, vegetables and bread tested in 2005 contained pesticides according to the Government’s Pesticide Residues Committee. Chemicals were found in all oranges tested, 90% of bread, 72% of grapes and 95% of pears.
3. GM-Free Food
Genetically modified (GM) crops and ingredients are banned under organic standards and organic farmers cannot feed livestock with any feed containing GM materials. Many people who would avoid GM products do not realise that some GM crops are grown in Australia, and that GM crops can be imported each year to feed non-organic livestock. So by choosing organic food, you can have a lip-licking moment with your food, not a potential science experiment.
4. Avoid Additives
Many additives in conventional food like artificial food coloring has been linked to hyperactivity among children. Organic standards avoid controversial additives by generally permitting only those derived from natural sources such as citric acid from lemons.
5. Quality and Taste
Organic Vegetables...yum!
Organic fruit and vegetables tend to grow more slowly and have a lower water content, which may contribute to a fuller flavour.
In cookandkitchen, we are dedicated to providing many organic options to choose from for you and your family. Here are some of my personal favourite to share with my friends and family, just click on the picture for more information:
Beck's Organic Chocolate Mix
Thank Goodness it's Gluten-Freestyle Muesli
Keith Floyd: Seafood Extraordinaire
Seafood is the LLM theme of the month, and when it comes to making seafood dishes there are few better than the late, great Keith Floyd. The eccentric Brit was well-known for cooking with a glass of wine in hand, often in unusual locations (such as a fishing boat in rough seas), which is why we love him here at LLM!
His BBC show, Floyd on Fish, featured a variety of recipes, ranging from Green Prawn Curry (not a fan of curry? maybe this will change your mind) to a Monkfish roast fillet. In addition to amazing recipes, Floyd brought a spicy personality to the kitchen, which makes watching him cook that much more enjoyable.
You don’t need to host a BBC cooking show to make dishes like Floyd! Check out this recipe for Moules Marinier,classical French mussels. Don’t have all the ingredients? Have no fear! Pop over to our shop to pick some up. Free shipping on orders of $75 or more!
[amd-recipeseo-recipe:92]
CookAndKitchen Products Used in this Recipe:
Gourmet Organic Herbs Bouquet Garni ($3.35)
Gourmet Organic Herbs Mild Curry Powder ($3.90)
Cranberry Walnut Salad: the Perfect BBQ Side Dish
In honor of National Nutrition Week, here is a delicious cranberry walnut salad, perfect for you to bring to any BBQ or party. This is a quick and easy salad to make, which is especially ideal on warm days like today.
Toss in these natural walnuts and top it off with some PureBlends balsamic dressing, and you’ve got yourself a lip licking salad! With summer just around the corner, healthy dishes like these will help you on your quest for the perfect beach bod. 
[amd-recipeseo-recipe:91]
Chicken, Turnip and Cashew Curry
If you’re looking for more reasons to eat curry for breakfast, studies have revealed that India has four times less the incidence of Alzheimer’s disease than their American counterparts.
You don’t have to be daunted by curries, this recipe is simple to make and delivers a winning result without the fuss. In India, it is not uncommon to eat curry for breakfast. While this isn’t everyone’s cup of chai, knowledge of the disease fighting power of this scrumptious concoction may have you re-thinking your reluctance. Alongside the health benefits, the experience of cooking this curry is a joy in itself. When the spices hit the pan be prepared to be whisked off into a sensory experience of kaleidoscopic aromas and flavours. Ahhhhhh. I want my curry, and I want it in a hurry!
The beauty of this delectable dish lies in the diversity of ingredients, delivering a vast array of natural medicines and disease busting qualities that your body will be ever so thankful for. One of my favourite foods, garlic is an amazing super food containing active compound allicin. This compound is known to have anti-fungal, anti-bacterial, anti-viral properties to keep your immune system in tip-top health. Coconut oil contains lauric acid, which in the body is converted into monolaurin, a monoglyceride compound that has been found to increase metabolism and improve the condition of skin and hair. Monolaurin also disrupts the lipid membranes in organisms such as fungus, viruses and bacteria and helps to keep gut flora healthy. Two great reasons why this curry should be enjoyed not only for the taste but also its amazing health benefits.
Another is that it contains turnips, a member of the cruciferous family, alongside kale, collards, broccoli and cabbage and it’s no big surprise that this ingredient is a secret weapon in the nutritional department. Turnips are high in vitamins A and C; antioxidants that together play an important role in stimulating the body’s immune response by boosting the formation of antibodies and white blood cells. Vitamin A also maintains epithelial cells, which are responsible for keeping body surfaces healthy so that they can act as barriers to infection. The world needs more turnips and there are so many great ways to enjoy them, as crunchy fries, hearty mash, in curries, stir fries and casseroles.
If you’re looking for more reasons to eat curry for breakfast, studies have revealed that India has four times less the incidence of Alzheimer’s disease than their American counterparts. The saviour is believed to be turmeric, a spice consumed daily throughout India. The active ingredient curcumin contains potent anti-inflammatory and antioxidant properties linked to the prevention of degenerative disease. It has been reported to have great benefits in people with auto-immune diseases as it lowers inflammation levels.
Coriander is high in flavanoid antioxidants and dietary fibre that together work to protect colon mucous membranes from cancers. Studies have also shown that coriander has significant anti-inflammatory effects, and protects the body from nervous system disorders. Using freshly ground and sprinkling fresh coriander onto dishes doubles its effectiveness. If you’re using ground spices they do go off quickly so it’s best to purchase small quantities at a time and store them in airtight containers. Cardamom is a member of the ginger family and adds an aromatic, spicy quality to dishes. It is also used in sweets and plays a role similar to that of cinnamon. Did you know that cardamom in an excellent source of manganese, with just one tbsp supplying around 80% of your daily value? Manganese is a co-factor for the enzyme superoxide dismutase, a powerful free radical scavenger, protecting the body’s cells from oxidative stress and also repairing them.
Chicken, turnip, and cashew nut red curry is a wonderful dish if you’re looking for an injection of health boosting nutrients and an exotic culinary adventure. You can add your own ingredients to your taste too, once you have created the sauce base use your favourite ingredients to create differing flavours. By adding tomatoes, red peppers, ginger or lime you can zest it up to your liking. Experiment and see what you can come up with. Enjoy!
[amd-recipeseo-recipe:90]
Thanks to Lee at superchargedfoods.com for this recipe and article.
Shazza’s Christmas Love Cake Recipe
Drown in brandy over 8 weeks
There is quite a bit of work with this cake but if you follow the steps there should not be any problem at all. And the result is just fantastic!! And I guarantee you and loved ones would enjoy this yummilicous wonder baked from the heart with love
Ingredients :
835 gm sultanas
125 gm/4 oz mixed peel
250 gm/8oz glaced cherries – green and red
4 tbsp plain flour
300 gm/10.5 oz currants
250 gm/8 oz semolina
1tsp cinnamon powder
1tsp cardamom powder
1tsp nutmeg powder
300 gm/10.5 oz butter, room temperature and slightly softened
300 gm/10.5 oz almonds, used slivered almonds if chopping with knife, if using processor then whole SKINNED almonds
13 eggs
500 gm/1 lb brown sugar
180 ml/6 fluid oz brandy (I don’t use this measurement, as I feel it is too little, I add at least triple the amount ☺)
3 tbsp vanilla essence
2 tbsp rose essence
pinch of salt
250 gm/8 oz apricot jam
155 gm/5.5 oz honey
Method :
A few days before baking of cake
Chop sultanas and mixed peel finely. Chop cherries separately and dredge with 2 tbsp plain flour, store in airtight container. Soak sultanas, mixed peel & currants in brandy. Cover in plastic wrap and marinate for 2 days. After 2 days if the brandy is not all soaked in the fruit, drain excess brandy. (usually the fruits soak up all the alcohol).
The day before baking the cake
Roast semolina in a dry frying pan over low heat until golden and aromatic. Mix in ½ tsp each of cinnamon, cardamom and nutmeg powders. Place butter in bowl and pour over roasted semolina. Mix well (the heat should further melt the butter), cover with plastic wrap and store overnight. (not in fridge, just in a safe place in your kitchen!! )
Blend the almonds in a food processor (I find chopping with a nice sharp knife much better as I can control the texture, if you’re not careful the processor tends to mush it all up which is a NO GO!) in short bursts making sure that it does NOT powder or turn mushy (ooh I repeat my self, yes I am so OCD). Mix in ½ tsp each of cinnamon, cardamom and nutmeg powders. Store in airtight container.
On the day of baking the cake
Separate the egg yolks and egg whites, setting aside 5 of the whites. Whip the yolks until fluffy, gradually whisk in the brown sugar until it dissolves. Add the semolina mixture to the egg mixture together with vanilla and rose essences. Beat the reserved egg whites with a pinch of salt until stiff.
Mix drained fruit, cherries, jam, honey, chopped almonds alternately with the egg whites and remaining flour (2 tbsp), mixing slowly with a ‘cutting’ motion. Mix should be of a dropping consistency. Set aside for 30 minutes.
Line two 22 cm (8.5 inch) square cake tins with five sheets of greased proof paper on sides and bottom.
Spoon mixture into prepared tins so that mixture is not more then ¾ full.
Bake in centre of 150C (300F) oven for about an hour or until the surface of the cake has set. Reduce the heat to 120C(250F), cover the cakes with greaseproof paper to reduce moisture loss and prevent burning and bake for a further 2 -3 hours (this could be even longer depending on the ovens used, it takes about 4 – 5 hours in my oven, so I suggest after 2-3 hours just poke a skewer through to make sure it is all cooked, if it is, remove the grease proof paper the cake was covered in and bake for a couple more minutes to brown the tops)
Once cooked and cooled, remove grease paper lining, prick holes in cake with a skewer or toothpicks and pour 3 tbsp of brandy into each cake. Wrap in foil and store.
P/S
1. Because you are baking 2 cakes at once and if your oven is a standard size, you can put one tray at the top and another at the bottom, and obviously the cake at the top will probably cook first, remove and then put the second cake above to ensure even cooking and browning. I hope I am making sense!!
2. You will need to FEED the cake weekly. Remove from foil, 3 tbsp brandy, re-wrap and repeat the process weekly for a period of 8 weeks.
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Down with the deals
Everyone wants a good deal but a one night stand is never the right answer for business.
Last week I was offered the opportunity to work with one of the 80+ daily deals websites that now operate in Australia for a cookandkitchen offer.
We were being asked to create an offer that delivered a minimum of 50% off for customers. Our gross margin before all costs is about 30%, which would mean that I was funding the discount to the tune of at least 20%. On top of this the website operator wanted 30% of the revenue associated with the offer. In addition I was expected to pay for delivery at another $10-15 per customer.
The reality of this promotion for me was that a bargain hunting consumer was going to get $100 worth of cookandkitchen goodies for $50. I did the maths a few times and figured out that for everyone that bought the offer I was going to be investing $60 to make it work.
Paying out $60 net to send a box of goodies with a wholesale value of $70 struck me as a pretty stupid thing for us to do. The people that respond to the offer are not our target market and highly unlikely to come back as full fare customers in the future.
What value do these websites offer the businesses that they claim to serve?
From my perspective all they seem to be doing is creating an expectation that business should be discounting. The reality is that most businesses cannot afford to discount much more than 20% from their normal RRP to acquire a customer.
I know that our free delivery on $75+ orders is our upper limit – anything more as we may as well shut up shop.
Sure they generate revenue for the deals operator and in some cases might provide a quick cash injection to a service orientated business, but unless your margins are normally operating at 70%+ it just doesn’t make sense to get involved.
Serious amount of cash has been pumped into many of the deals operators by the big media owners in the last year on the basis of their database size and revenue streams but I wonder how long it will be before they have exhausted the offer providers and the revenues dry up?
How many small and medium sized business have got hurt or worse by the daily deal?
After doing the sums I decided to start giving away more samples to our existing database to get them talking more frequently about our products and investing in the people that have indicated they want a relationship rather than providing cheap deals to the customer equivalent of a one night stand.
