Chapter 15The Cooking Business

"For the boomer generation, food has become sex, drugs and rock & roll," says Eroca Gruen, President and CEO of the Food Network.23 And that makes a lot of sense. According to Miguel Sanchez Romera, a neurologist and star chef in Spain, food stimulates the same brain regions as sex, drugs, and music. Romera says that he selects the ingredients for his cuisine and food presentations accordingly—that is, to stimulate the appropriate brain regions.

Let's take a closer look at the cooking business and how something as elementary as the preparation of food has become outrageous show business. We will feature Emeril, the show business celebrity chef; Iron Chef, the world's most original cooking show; El Bulli, a restaurant ...

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