80% of Good Cooking is Shopping

Let me preface this by saying “spending more money” is rarely the answer to better cooking. It is often about where and how you shop, not how much you spend.

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I think there is far too much emphasis put on technique in cooking. It becomes a mental hurdle for many beginner cooks. An irony of great cooking is many very talented chefs cook extremely simple food. Take good Italian cooking (in Italy), it’s often the recombination of a handful of ingredients (tomatoes, local cheese, garlic, onions, fresh herbs, olive oil, cheese, flour, eggs) in peak season and at top quality.

Let me humbly present to you my finding after a couple decades in kitchens:

THE FASTEST WAY TO MAKE MORE DELICIOUS FOOD IN YOUR KITCHEN IS TO SHOP BETTER

1. Go to the farmer’s market, go to the local butcher, get to know someone with a line on fresh local seafood, learn to ask simple questions like “What is good today?”. People complain all the time about the price of quality. I totally get it. Some farmer’s market stands and specialty grocers blatantly overcharge for stuff, you 100% have the permission to ask “how much is this much?” and if it feels too expensive just not buy it. Eventually you will find a butcher or a fish monger or a farmer you trust, shop from them often and build a relationship.
2. Stop going to the market with a recipe and try ingredient-driven cooking (buy the good looking stuff and figure out what to do with it).
3. For most excellent vegetables, good olive oil and salt is all you need.
4. If you are making Indian or Thai or any “Non-Western Food” try find an local grocery or ecommerce store specializing in goods from that country.
5. ASK QUESTIONS (especially lighthearted ones that make people put a bit of their reputation on the line)

What do YOU buy at this market? (Ask any market stall)

I have to feed an army, what’s great value today?

Your a butcher, what’s your favorite cut of meat you have today?

What just came in off the boat?

Is there a vegetable that is underrated I should try?

What would you recommend to your mother?

The last one always gets a laugh and seems stupid but it works. Artisan food types, farmers, mongers, butchers enjoy people that care about food, the majority will appreciate your enthusiasm.

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Ok I want to know, what is your trick to squeeze the most quality out of your shopping?