My guest on this week's Special Sauce is
Simply Recipes founder Elise Bauer, who was a veteran of Silicon Valley start-ups long before she started her blog. "In the late '90's I worked with a start-up and helped raise $35 million on Wall Street for what was similar to what is now Skype. But it was also in the late '90's when, what do they say, what's that great saying of venture capitalists, 'In a strong wind, even turkeys fly.'"
It failed and Bauer took its demise to heart. "The company went bankrupt, I decided I'm gonna take a year off and get into shape. And I was living in San Francisco and so I decided what better way to get in shape than to do ocean swimming. The ocean there is about 60 degrees in the summertime and what better thing to do with one's time, right? And I loved ocean swimming. I actually did the [swim from] Alcatraz to San Francisco twice."
But after the attacks of 9/11, and after unsuccessfully trying to nurse one of her best friends back to health through a protracted illness, she developed chronic fatigue syndrome. Unable to work or swim, she packed up her laptop, left San Francisco, and moved back to Sacramento to be near her parents and regroup. "When I moved home, I gave myself a year where I would only do things that brought me joy...Doing things that make you happy, that's pretty good life medicine."
So in 2003 she decided to launch her blog Simply Recipes to keep a record of her parents' recipes. The only problem? There was no readily available blogging software available at that moment, and so she had to hand-code all the HTML, the CSS, the recipe pages, and the navigation. "No one does it anymore, but that's what you did back then. Because there wasn't blogging software. And then when someone told me, 'Guess what? There's blogging software out there.' I looked into it. I thought, 'Oh my gosh. I don't have to hand-code every single page on my website in order to put up a recipe or put up an article.'"
Elise was expending every ounce of energy she had left on Simply Recipes, and she found it incredibly worthwhile despite the initial lack of compensation. Why? "Because food is fun and I think it's important to write this stuff down and I believe in sharing knowledge. I don't believe in secret recipes. I don't think you should take recipes to your grave. I think the way we as a culture improve and grow is by sharing information and learning from each other. So it really is ... I want everybody to know how to cook well because if everyone cooks well, then I'm gonna eat better."
Elise's story is remarkable and life-affirming in so many other ways, as you'll find out when you listen to this week's episode. As for how Simply Recipes became the food blog juggernaut it is today? You're just going to have to wait until next week to find out.
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The full transcript for this week's episode can be found here at Serious Eats.