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Jenn Sit serves as the executive editor at Clarkson Potter, a branch of Penguin Random House, focusing primarily on cookbooks and food-related nonfiction, which make up nearly half of the publication’s offerings. She has collaborated on cookbooks with renowned chefs including Rodney Scott, Deuki Hong, Paul Bertolli, Sean Sherman, and Nok Suntaranon. Additionally, she has co-authored two books: The Bread and Salt Between Us in partnership with Mayada Anjari and the James Beard Award-nominated Senegal with Pierre Thiam. In this interview, she shares her insights on the present cookbook landscape, what she seeks in proposals, and how individuals in the hospitality sector possess unique advantages for writing cookbooks.
“At Potter, we do not adhere to a standard formula for our cookbooks. However, we are particularly enthusiastic about projects that resonate with today’s home cooks and bartenders. This entails engaging, authoritative voices that present trustworthy content while prioritizing the reader’s experience. This principle applies universally, whether the author is a chef, bartender, content creator, blogger, food writer, or a personality from television,” Sit explains.
“The sources of culinary inspiration have diversified significantly. Currently, social media platforms like Instagram and TikTok play a dominant role. We’ve also noticed an uptick in projects that blend culinary arts with pop culture, featuring celebrity authors and collaborations with entertainment brands. Despite this fragmentation, traditional single-subject cookbooks continue to thrive. While they might not capture as much media attention or online buzz, their significance to our business model remains substantial. These include timeless topics such as bread and pasta making, as well as quick responses to emerging trends, illustrated by device-specific cookbooks like Melissa Clark’s Dinner in an Instant, dedicated to the Instant Pot,” she adds.
“Our approach involves assessing the entire catalog and determining where culinary interests are evolving. Given the crowded marketplace, prudent business decisions are paramount. A crucial element of our role is identifying and fostering relationships with potential authors, which also happens to be one of the most enjoyable aspects of our work. It involves monitoring emerging talent, interests, and fresh perspectives that resonate within the community.”
“We’ve observed successful publications from chefs and bartenders who can articulate their unique expertise and expand their narratives to appeal to home cooks and enthusiasts. This might involve delving deeply into specific subjects or presenting home cooking from innovative angles that captivate the audience,” Sit notes.
“At times, initial proposals differ significantly from the final published work. For instance, the original concept for Wine Simple, co-authored by Aldo Sohm and Christine Muhlke, was predominantly bar-focused. Meanwhile, The Bartender’s Manifesto, by Toby Maloney and Emma Janzen, began as a documentation of the Chicago bar Violet Hour. The realization emerged that there was a gap for a book that intricately dissected cocktail crafting. In the case of Wine Simple, we aimed to simplify Aldo’s professional expertise for novice wine enthusiasts. In both instances, by broadening their original frameworks, we could reach a more extensive audience and attract new followers,” she elaborates.
“On the cooking front, Italian American—authored by Angie Rito and Scott Tacinelli from New York’s Don Angie and San Sabino—stands out. This book transcends being a mere restaurant cookbook; it weaves together their modern creative influences with traditional Italian roots. While some recipes from Don Angie are included, many others reflect their family traditions and personal inspirations. I didn’t influence that direction; their proposal naturally sought to establish a lasting entry in the canon of Italian cookbooks, and I was thrilled to support that vision,” she shares.
“The current trend indicates a growing appetite for approachable, home-friendly recipes. What ties these chefs together is their ability to convey their unique perspectives. Each cookbook distinctly reflects its author’s voice and intent. It’s crucial to be deliberate about your target audience and the purpose of your book. What promise are you making with your work? Whether it’s an authoritative deep dive into a subject or an exploration driven by personal experiences and storytelling, I envision cookbooks as tools designed to serve the reader’s needs. Individuals in the hospitality industry are particularly well-equipped to grasp this concept,” Sit concludes.
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