It seems that the author who penned two of my favourite books on food, Cook's Tour: In Search of the Perfect Meal and Kitchen Confidential, has some very strong views on TV cooking personality Rachael Ray and her agreeing to become a spokesperson for Dunkin Donuts. Dunkin Dontus is an international coffee and donut retailer.

According to msnbc, courant.com, and monstersandcritics.com, Chef Bourdain stated in an interview that her endorsing Dunkin Donuts is tantamount to "endorsing crack to kids." And, given how pervasive obesity has become amongst Americans, young and old, her participating in Dunkin Donuts' multi-platform marketing campaign is "evil."

The images come from viewimages.com's coverage of Dunkin Donut's inaugural "Running of the Cups" benefit event in New York City, which celebrates police officers and fire fighters. The event took place on July 10, 2007.

Dunkin Donuts, headquartered in Canton Massachusetts, signed up Rachael Ray sometime during the winter 2007. Brand president, Robert Rodriquez, released a statement on March 8, 2007, wherein he expresses that "...there is tremendous synergy between Dunkin' Donuts and Rachael Ray." "Rachael's philosophy of creating quality meals quickly without pretense for busy people with busy lives is the same driving force behind the Dunkin' Donuts brand."

Rachael Ray is indeed influential. Her growing media presence - cooking shows, cookbooks, magazines, and talk show - is unparalleled for cooking personalities. However, the media is what concerns me here. Chef Bourdain's views on the responsibilities of being a wealthy and powerful celebrity was not the main subject of the interview in question. It was a portion of the interview. Nevertheless, media agencies have centered on this particular portion and reported on it, painting Chef Bourdain as a "gastronomical blowhard", a "crotchety cook", and a "prickly chef." In turn, they have labeled Rachael Ray, somewhat more positively, as a "foodie superstar", "Dunkin Donuts shill" , and a "Food Network cutie", pitting one against the other.

The media have effectively sensationalized someone's personal opinion and obscured an important issue. Dunkin Donuts only claims that they have asked Rachael Ray's insight in creating "better for you" food to include in their menu. They never stated that they intend to act on her insight. Neither have they stated that their food was as wholesome or healthy as the person they signed to market it.

How healthy are donuts after all?

BTW, to monstersandcritics.com, sensationalizing someone's words is one thing. Adding a visually ambiguous picture of flesh, skin, and hair goes a little far. In moderation, eating donuts does not produce "side effects" pictured in your article.



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