A Look Back at Mr. Food and His Lasting Legacy

Mrs. Charles Lowery of Homewood recently wrote about a familiar television syndicated food segment she hadn’t considered in a while. She referred to Mr. Food or “the new Mr. Food” while recalling the original brain behind the segment, Art Ginsburg. Known for his apron-wrapped, bearded persona, Ginsburg passed away at age 81 about 15 years ago.

The brief syndicated Mr. Food segments, lasting just a little over a minute, were regular features on the midday newscasts of Chicago affiliate ABC-WLS Channel 7. After Ginsburg’s passing in November 2012 at his home in Weston, Florida, Chicago ABC-WLS Channel 7 ceased airing these segments. Ginsburg had undergone cancer treatments after being diagnosed a year prior, resulting in remission following surgery.

His recipes were known for their simplicity and minimal ingredients, and he closed each segment with his trademark tagline: “Ooh! It’s so good!” Beginning in 1975 in East Coast stations, his 90-second segments eventually expanded distribution through King World, which also promoted popular shows like “The Oprah Winfrey Show” and “Wheel of Fortune.” At its peak, Mr. Food reached more than 168 local TV stations nationwide.

Ginsburg’s culinary background stemmed from his earlier work as a butcher in New York. He grew up with parents who owned butcher shops and gained experience in family kitchens, mastering Jewish recipes from his mother and aunt. Selling over 8 million copies, Ginsburg also authored 52 Mr. Food cookbooks as part of companion sales.

Married to Ethel since 1955 and sharing three children, Ginsburg preferred a lower profile. He commented in a 2010 interview with The Associated Press that national food celebrities received more publicity and earnings but stated, “I was always the hometown guy. I don’t want to be the super celebrity.”

Other than watching him on TV, Ginsburg was never interviewed by the author. However, Eloise Valadez, a colleague from The Daily Southtown, found Mr. Food delightful to interview. He occasionally visited their newsroom to demonstrate recipes.

Sharing the same birthday month as the author’s mother, Peggy, Ginsburg would have celebrated his 95th birthday on July 29. Toward the end of his life, he reduced his on-camera roles and managed operations of Ginsburg Enterprises Incorporated. This company oversaw TV segments and other ventures, including houseware products.

The company launched a related recipe demonstration segment starring Howard Rosenthal and his team, labeled “Mr. Food Test Kitchen.”

The author was surprised while visiting his parents and heard the famous phrase, “Ooh! It’s so good!” A “Deviled Egg Macaroni Salad” recipe from Mr. Food Test Kitchen was featured and perfectly suited for summer menus. The show, now syndicated across over 120 TV stations and globally distributed, reaches over 2 million viewers daily.

Visit your local grid with a zip code at www.MrFood.com for viewing times.

Howard Rosenthal demonstrated a delicious “Deviled Egg Macaroni Salad” earlier this month. Here’s the recipe in tribute to the enduring Mr. Food legacy:

Mr. Food’s Deviled Egg Macaroni Salad

• Makes 10 servings

Ingredients

• 1 pound elbow macaroni
• 6 hard-boiled eggs, chopped
• 1 cup chopped celery
• 3/4 cup sweet pickle relish, drained well
• 2 cups mayonnaise
• 2 tablespoons Dijon mustard
• 1 teaspoon salt
• 1/2 teaspoon black pepper
• Paprika for sprinkling

Directions

1. In a large pot, boil macaroni for 7 to 9 minutes until tender. Drain, rinse, and cool.
2. Combine macaroni with remaining ingredients in a large bowl, except paprika; mix well.
3. Sprinkle with paprika, cover, and refrigerate for 1 hour or until ready to serve.

Columnist Philip Potempa has written four cookbooks and hosts a weekly radio segment on WJOB 1230 AM. Contact him at [email protected] or via mail at From the Farm, PO Box 68, San Pierre, Ind. 46374.