Category Archives: Uncategorized

Word from Holland

I didn’t know the book was in the Netherlands. My Dutch/Brit friend sends me this (it comes with a warning about diction):

Dude I just bought your book! In a shop in Amsterdam, they had it in stock and everything, I didn’t even have to order. Initially there were some minor misunderstandings as my British pronounciation of the word “monger” sounds just like the Dutch pronounciation of the word “manga”, but the food section in that shop happened to be right next to the fantasy section so I ended up in the right place anyway. Woohoo!

The dumbest question I have been asked so far

“So, you hired a ghostwriter, right?”

This was not a question I expected. I’m a worrier. I worried about all sorts of things people could ask me when I went out on the road with the book. Mostly I figured the stumpers would be farming or cheesemaking details that I’m not an expert on. Things like, “How do you prevent frothy bloat?”*,“What is the optimal pH for Mozzarella?”**or “What is the current somatic cell count limit on fluid milk?”***

Still I was a little prepared for this question because someone else had asked earlier in the day. I attributed that to nervous blurting,**** — god knows I do that myself – when that person was suddenly confronted with a book for sale in the middle of the Oregon Cheese Festival.***** However, when asked a second time in an hour, I started to get mad.

“Why would you say that?” I asked.

“My husband is a freelance writer. I know how it is.”

The Oregon Cheese Festival is amazing in many ways, but one which I didn’t appreciate until that moment was their wristband system. I had not attended previously, so I don’t know if there were problems in the past, but each adult wristband had 10 wineglasses printed on them. When an attendee gets a drink, the wine pourer checks one off. I looked at this woman’s wrist. 12 Noon… 7 drinks. And that didn’t count the beer she was holding.

She had already mentioned that she worked at a large retail chain (not grocery) that sells food. The best thing I could come up with in my head is that she was so immersed in the world where someone wouldn’t do anything unless there was a profit to be made. That I would write a book because it would be fun, educational, and fulfill a lifelong dream really didn’t seem to be on her radar. No, this had to be about brand positioning. Either I needed a book to increase the profile of our store or for me to get my shot at the Food Network. Clearly having a book isn’t about writing a book in her world. It’s only about self-promotion. Why would I waste time actually writing it?

I did the obvious thing. I brought Laurie into it.

I turned to Laurie who was standing right next to me but had been talking to someone else and hadn’t heard my conversation. “Hey, Laurie, this woman just asked if I hired a ghostwriter.”

“What? I think she’s saying that you look too stupid to write a book,” Turning to the question asker, “Are you calling him stupid?”

She started to respond but we just kept loudly saying, “Ghostwriter?” laughing and mocking her question until she walked away.

Here I am at the Oregon Fest looking too stupid to write my own book. I even wore a shirt with a collar on it. Geez.
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*Making sure your ruminant is eating dry feed as well as high moisture forage
**from 5.0 – 5.2 if I understand Paul Kindstedt correctly
***750,000/ml
****not related to frothy bloat.
*****

Humbled by the good reviews…

Linkity round up:

Going away for a week (three book events, the rest vacation) was awesome. Coming home was made nicer by finding some great reviews had been printed/posted in my absence. I hope you don’t mind the self-indulgence, but I will lose the links if I don’t post them here:

Booklist (Starred review) (not online so you get the whole thing) Gordon (Zola) Edgar recounts his life in cheese, which began when he took a job at the cheese counter of the famed Rainbow Grocery Cooperative in San Francisco, knowing little beyond the Monterey Jack he grew up eating. His punk-rock aesthetic and political activism meshed beautifully with the worker-run natural foods store, but it wasn’t until a revelatory encounter with an Antique Gruyère that a true passion was kindled. He claims that this is a memoir, not a guidebook, but you couldn’t really ask for a more personable guide and introduction to the world of cheese, especially for those turned off by the lah-de-dahing often associated with it. He has a tendency to talk in circles, wandering from topic to topic and back around again, but it’s almost always enlightening and entertaining. He’ll get into aging cheese, then mirror it with his own maturation, or slice into the political aspects of making cheese (of which there are many), then segue into his own unique role in the community, or counterbalance techie talk of rennet and growth hormones with personal anecdotes of persnickety customers and earthy cheese makers. What really sets him apart, though, is his absolute disdain for pretension. He recognizes that a cheese obsession is inevitably foodie-ish, but that doesn’t mean it has to be tied up in snobbery and fetishization of trendy buzzwords (his picking apart of artisanal and terroir are especially delicious). Each chapter ends with a couple of cheese recommendations for us poor souls not lucky enough to have a Gordon Zola in our own neighborhoods. –Ian Chipman

San Francisco Chronicle
“If there’s a dose of Bourdain here, Edgar more substantively questions the often too-high prices of cheese; details the work of local cheesemakers; and deftly telegraphs how punk aethetics perfectly mesh with a foodstuff that’s seen as the ultimate yuppie indulgence.”

San Francisco Bay Guardian
“Cheesemonger still makes for great food porn. Edgar breaks down how cheeses are made, gives helpful information on basic categories, explains what makes a rind and why the hell cheese is aged in caves, and perhaps most importantly, what to look out for when you do decide to splurge on a wedge”

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ForeWard
”Come in the Worker’s Only entrance of the Rainbow Grocery Cooperative in San Francisco, and meet cheesemonger Gordon Edgar, ex-punk rocker, (slightly) subdued social activist, cheese doler, and storyteller. With briny, down-to-earth candor, Edgar takes us behind the counter, into the storeroom, the factory, the convention centers, and the farms, clarifying misconceptions, breaking down illusions, poking at the ridiculous, and sharing his great passion for good cheese. Like any punk refusing to be labeled, this often hilarious and always tasty book is part cheese guide, part memoir, and part social critique, delivering all with a lip-smacking bite that makes it hard to put down.”

Radio Interview on “Edible Communities”
“…the real attraction to this book is that Edgar takes no prisoners in his search for the truth in cheese and we all eat better for it.”

Publishers Weekly
“Armed with a healthy disdain for pretentiousness and a liberal attitude rooted in punk rock and activism, Edgar provides engaging, illuminating essays on the intricacies of cheese and its production” (I also irritated them with my asides and repetition, oh well…)

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Amnesia/Modern Times

Well, I guess I’m a seasoned reader now that I had two readings in two nights for my book last weekend.

The Amnesia/Modern Times event was more than I ever could have expected. The bar was packed. Lots of old friends were there. So were co-workers, cheese people, and some annoyed people who thought “I Can’t Feel My Face’” was starting early. But man, there were lots of strangers too. I guess that almost-lifesized picture of me in the weekly really worked (Thanks Hiya!)

Look, it’s packed!
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(I know the two woman in the front and the smiling guy in red serving cheese, but who are those other folks?)

I’m getting less nervous with every reading, just a couple of hours of sheer terror rather than days. Whoo-hoo!

I feel like this picture really sums up the event:
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As I mentioned from the stage it was particularly funny that I did my San Francisco launch at Amnesia since I lived at 20th and Mission and back in 1991 or 1992 it was my local bar (I think my housemates and I started going there after the Crystal Pistol became a tapas bar.) It’s funny because Bucky Sinister started what would become a well-regarded open mic night there (it was then called The Chameleon) and we hated it because it interrupted our regular drinking.

Sorry to any early Saturday night regulars who I annoyed. If we hadn’t provided free cheese I would say that I owe you a beer. I am only hearing now that it was too crowded for a few folks to even get in!

If you missed out than you can watch clips because the wonderful folks from Mission Local took video and interviewed people at the bar.

I tried to get rid of our remaining Cooperative 7”s but at least 25 remain. I think they’ll be given out at Reading Frenzy now. Look out Portland.! Hide your turntables!

Here’s the view from the back of the bar
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Thanks to all the folks at Amnesia (especially the folks working that mob scene) and Leah from Modern Times for making this a reality.

Flyer for Sunday

I love the home-made posters, keep ’em coming!

cheeseWEB

Oregon, here I come

Just in time for my quick little trip to Oregon, I got a very nice review by Tami Parr at the Pacific Northwest Cheese Project. (BTW, if you are interested in cheeses from up north, her Artisan Cheese of the Pacific Northwest is the book to get.)

If you live up there, come see me. I’ll be at the Oregon Cheese Festival on Saturday (I’ll be the one without cheese on my table) in Central Point, and in Portland on Sunday at Reading Frenzy, 921 SW Oak St. 7 PM

Yay, road trip!

All this attention…

Wow, a lot of great press for the book in the last week… While I wish I had nipped the “former punk rocker” thing in the bud, it seems it is now my identity. Oh well. I have always been partial to “post-punk” as a genre anyway, I’ll just have to ease them into calling me that in the future.

Leah Garchik devoted a third of her column to my book and Rainbow today:
Your nose may have been buried in Marcel Proust, Jane Austen, James Patterson or Danielle Steel. My own has been buried in “Cheesemonger: A Life on the Wedge,” the recently published memoir of Rainbow Grocery cheese man (and former punk rocker) Gordon Edgar.

This is especially satisfying for me because I have been reading the Chron since I was old enough to read. In the new world of daily newspaper budget cuts, they have eviscerated their book section and I was afraid my hometown paper would ignore me.

Another hometown paper also gave me a nice plug:

Gordon Edgar’s memoir Cheesemonger: A Life on the Wedge is essential reading for city eaters. First, it details the goings-on at Rainbow Grocery, a place that reveals strange wonders upon every visit, from the unwashed man buying a king’s ransom in organic fruit to the frenzied crowds on the Yellow Pages coupon days (check your phone book!). Second: It’s written by a punk rock cheese expert with a don’t-bullshit-the-public ethos.

I have to say that from their food blog, to the events section the SF Weekly has been an early supporter of my blog and my book and I really appreciate it.

In addition my blog post about my first reading was picked up by the Huffington Post, I had a Q & A in the Milwaukee Sentinel-Journal, Edible San Francisco did a print review, and I got mentioned on Tablehopper and Outblush.com. Wow. I’m seriously touched by all this attention. Thanks everyone. (I appreciate all the linking, up-buzzing, tweeting, and word-of-mouth too!) Don’t tell my publisher, but I think we’ve already sold more copies than I really thought we would, book proposal promises aside.

For your convenience, I have a facebook page for my book which will update folks with reviews, plugs, and readings. I also have a few readings/events coming up that I will take this opportunity to mention. Tell your friends in Marin and Portland!
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Saturday at Amnesia Bar 6:30 PM — San Francisco

Sunday at Book Passage 5 PM — Corte Madera

3/20 You can buy the book at the Oregon Cheese Festival all day — Central Point, Oregon

3/21 at Reading Frenzy 7 PM Portland, Oregon

Cheese will be served at all events*

*Thanks to the Epicurean Connection, Marin French Cheese Company, Cypress Grove Chevre, Harley Farms, Rogue Creamery, Rustic Bakery, Cheeseworks West, and the Marin Cheese Company

Green Day Cheese

So seriously… if Green Day were a cheese, what cheese would they be?

I want to be prepared next time someone asks me.

Books Inc. flyer

oh, I meant to include this in the last entry. Check out the punk rock-stylee flyer that someone at Books Inc. made for my reading. I saw it on a phone pole as I walked to the store!

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Awesome!

My first reading

My close friends know that I’m actually a very nervous person, especially around public events. I mean, even more than most people. I would go far as to say I’m deeply neurotic about it. I can talk to strangers over the cheese counter all day, but speaking in public makes me lose sleep for weeks ahead of time. I honestly thought my body might just spontaneously explode a number of times in the days leading up to last Thursday. I might have created medical history if Laurie hadn’t been there to constantly talk me down. I don’t know what I would have done without her.

When I was writing the book, I never really thought about promoting the book. Sure, in some abstract sense I envisioned being in a bookstore, and the book being there, and somehow it selling and everyone would be happy, but I didn’t really think about reading from my own writing – in public – over and over again. There’s an odd contrast to my writing style: sitting alone in my dirty, cramped “office” for two years avoiding friends, and the everybody-come! nature of public event promotion.

Last Thursday was my first reading ever, for anything. I attended a local Open Mic for years and watched my friends perform without ever feeling the need to do it myself but you know, if you put out a book, you have to support it.

The reading was at 7 PM and, of course Laurie and I got there way early. At around 6:30 we walked into Books Inc. Berkeley. There was no one there I recognized. Actually, that’s not right. That implies that there were people there… There were four Books Inc. workers and possibly two browsers* in the historical autobiography section. I was absolutely convinced in that moment that this would be the worst night of my life.

There is something freeing about that. I actually started to get less nervous. I think it’s worse to be the organizer than the “performer” at an event that no one shows up to. I once put on a punk show at Epicenter for one of my favorite SF bands, one that played the very first real punk show I went to. I thought their reunion show would organize itself and people would be super excited to see them. Unfortunately I forgot that much of the SF punk scene at that time were people who grew up outside the Bay Area – or too young to have heard of them — and no one cared. The night of the show I was calling all my friends – even if they hated punk — begging them to come because I was so embarrassed. The band wasn’t happy, but they were nice. “We’ll just treat it like a practice,” and they did, playing an awesome set of early ‘80s punk to the four of us.

I thought, ok… payback time. I had no idea that Frightwig had such karmic pull.

At about 6:45 though, people started to arrive. Then more people came. Then more… People from all over my life (kinda like the book itself): my brother, high school friends, late ‘80s punk friends, cheese distributors, co-workers, zine friends, even my 8th grade creative writing teacher!** More people than I ever imagined showed up and I am deeply grateful. The reading went well (so people told me) and there was cheese (Thanks Sheana!)

Here I am in action:
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It was such a relief to get this out of the way. Only about another 15 events to go… Time to start getting nervous again.

Next up March 13, San Francisco(at Amnesia Bar, hosted by Modern Times)*** and March 14, Marin (Book Passage in Corte Madera). Cheese will be served.

*Browser is a funny word. Here of course it means bookstore lurker. For most people its that thing that gets them to their websites. For dairy people it means grazing mammal. Just thought I’d throw that out there.
**He was an awesome teacher and facebook just reconnected us. I actually use him as an example when I try to talk about Prop 13 to people. An awesome writing teacher, he also was my pre-algebra teacher because after Prop 13, the public schools had to do mass firings of teachers and press other teachers into classes they were not trained for. He valiantly tried to stay a day ahead of us in the text book, but math really wasn’t his thing. He’d often come in and start the day by saying, “Ok, I taught you something wrong yesterday…” and re-do the lesson.
*** I believe we will be giving out The Cooperative 7” records with every purchase here. We are also working on a contest with prizes, but no promises