Big Bam Bum
07-08-2010
15
Before the famed cradle of Cajun cuisine is wiped off the map, or buried under a toxic, oily sludge, I thought I would take a little diversionary jaunt down the Rue Mémoire of culinary television. Consider this the first installment of an intermittent, ongoing (maybe) series about television chefs. Please accept it as a trite diversion during a perilous time; bread and circuses. Or in this case, beignets and parades, as I’m starting with the boys from the Big Easy.
Unfortunately, I can’t bring up Louisiana cooking and television without mentioning one chef in particular. It is impossible to ignore Emeril Lagasse’s meteoric rise from sloppy kitchen hack with an idiotic catchphrase, to popular, loveable, sloppy kitchen hack with his own brand and a bunch of restaurants in hotel casinos and cruise ships.
But, whether you hate him, or happen to be a thorough dolt and actually love him, over the past decade and a half, Emeril has surely done more for the far-reaching popularity and (over) exposure of Louisiana cuisine than anyone else on television. Emeril’s okay when he’s sticking to the basics, and the meals I’ve eaten in his restaurants have usually been decent, but I just never understood why anybody would want to put him on TV. He always seemed oafish, and uncomfortably self-aware. Television was Emeril’s bitch goddess. He first rose to fame through appearances on the Great Chef’s series, and then landed his own shows, “Essence of Emeril” and “Emeril Live”. In addition to syndicated TV, Emeril also made numerous appearances on Shop at Home and The Home Shopping Network, hawking T-Fal and juice machines.
Perhaps he felt creatively stifled by television, or more than likely, he just ran out of stolen recipes, but Emeril soon tried to pass himself off as something more than just a chef of regional cuisine. Determined to expand the Emeril brand, he decided to leave his personal mark of the beast on otherwise conventional dishes. All of a sudden, BAM! He’s Cajun-izing everything from eggrolls to thanksgiving turkeys. Carelessly dusting everything in sight with his “essence,” which, incidentally is probably just ordinary cayenne pepper, garlic powder, thyme, and a bunch of salt. Watching him lurch around his kitchen set, “kicking it up a notch” while baiting the audience for his signature “Bam!” got old pretty fast.
Then there’s the inevitable overexposure through merchandising and endorsements. I mean, at least Paul Newman was a good-looking man, but Emeril? Just how much of this guy’s bloated, doughy mug do we need to see? Look! There he is! Selling knives and barbecue rub! And there he is again, vacantly grinning at me, from jars of pasta sauce and toothpaste ads.
Yeah, somebody up there really loved Emeril, for a while. But television -and especially HD TV- is not kind to blotchy, gin-skinned, squinting, slobs, with thinning hair and eighty extra pounds hanging from their stooped loins. There soon came a time when even Emeril couldn’t kick it up one more notch. His laid-back, anything goes, attitude started to play more like an uncomfortably desperate, too-eager-to-please, slovenly form of egomania. Creole spaghetti casseroles and a failed sitcom soon followed. I mean that thing had Robert Urich in it, so you just knew it was doomed from the get-go.
But really, don’t worry too much about Emeril. He’ll be fine. He’s a one-word brand, and besides, there’s always the publishing piece of the Emeril pie. Over the years, Emeril has stuck his name on more than a dozen cookbooks, most of which have the words “Cajun” or “Creole” (and of course, “Emeril”) in their titles. His latest, Farm to Fork; Cooking Local, Cooking Fresh, (which, rather oddly, does not include any of the magic words above) appears to pander to the “buy local” farmer’s market crowd. Yes, because you see, Emeril is about oh-so-much more than just jambalaya pizza and turducken tailgate parties. He’s taking a real grass-roots stance here. I don’t know. Maybe he’s even earnest, though he always just looks sweaty and uncomfortable to me. In any case, once again, this chef-turned-farmer is too dim to realize he’s showing up late for the hayride.
To be quite honest, I must admit that I have not read the book. This is due, mostly, to the horror and embarrassment I imagine I would feel, lest someone observe me lingering a bit too long in front of an Emeril Lagasse book display. However, I don’t need to linger very long to suss out this one. Farm to Fork, is the Bam Man’s attempt to break free from the kitchen and sell us a little bit of Lifestyle, whatever that means. I don’t even need to open it. The photo on the book’s front cover shows Emeril, contemplative, but smiling, proudly leaning on a shovel, as if taking a break from tending his small but bountiful plot of organic crops. If you squint, he does sort of look like a fat, swarthy, Martha Stewart.
NEXT: Paul Prudhomme won’t stand up. Justin Wilson can’t sit down.






