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"content": "\u003cp>Back in 1999, a Mexican restaurant in San Francisco’s Mission District made national news for an unconventional marketing deal. The family-run business Casa Sanchez advertised a special: anyone who got a tattoo of their logo was entitled to a free lunch for life.\u003c/p>\n\u003cp>And as wild as the idea was, so many people wanted to ink the logo — a man riding a corn-shaped rocket wearing a yellow sombrero known as “Jimmy the Cornman” — the Sanchez family had to cap the promotion to the first 50 people.\u003c/p>\n\u003cfigure id=\"attachment_11718225\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-11718225\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-800x660.jpg\" alt=\"\" width=\"800\" height=\"660\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-800x660.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-160x132.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-1020x842.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-1200x991.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Beginning in the early 1920s, the Sanchez family ran a shop and factory in San Francisco’s Fillmore District before moving to the Mission District. \u003ccite>(Courtesy of Robert C. Sanchez)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>But the family behind the business had been pioneering Mexican food staples in Northern California long before Jimmy the Cornman gained a cult-like following.\u003c/p>\n\u003cp>Despite family deaths, changing trends, location moves and fierce competition, the Sanchez family has managed to keep the business going for nearly 100 years.\u003c/p>\n\u003ch3>Shape Shifting to Keep Up with Changing Times\u003c/h3>\n\u003cp>The Casa Sanchez story begins in the early 1900s when Roberto Sanchez left Nayarit, Mexico, for San Francisco. According to family lore, he made the journey with a 20-pound wrought-iron tortilla press and dreams of running a successful business.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>Together, he and his wife, Isabella, opened R. Sanchez and Co. in San Francisco’s Fillmore District in 1923. The Mexicatessen sold enchiladas, tamales and tortillas by the pound. By the 1950s, the family opened the first mechanized tortilla factory in Northern California.\u003c/p>\n\u003cfigure id=\"attachment_11718216\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-11718216\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-800x581.jpg\" alt=\"\" width=\"800\" height=\"581\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-800x581.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-160x116.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-1020x741.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-1200x872.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">In 1923, Roberto Sanchez established R. Sanchez & Co. and nearly 100 years later, his descendants continue to carry on the business. \u003ccite>(Courtesy of Robert C. Sanchez)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>In the 1960s, when the Fillmore was known as a hot spot for jazz and bebop, the Sanchez family decided to open a jazz club next to their tortilla factory.\u003c/p>\n\u003cp>They called it Club Sanchez, and as a Mexican-American establishment, it attracted a multicultural audience, including jazz legends like Charlie Parker.\u003c/p>\n\u003cp>“They had opera singers, they had belly dancers. There were a lot of spontaneous musicians that would just come in. It was just so vibrant,” explains Martha Sanchez, Roberto and Isabella’s granddaughter. She is part of the third generation Casa Sanchez owners.\u003c/p>\n\u003cfigure id=\"attachment_11718219\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-11718219\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-800x683.jpg\" alt=\"\" width=\"800\" height=\"683\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-800x683.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-160x137.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-1020x870.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-1200x1024.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">The Sanchez family opened their own jazz club called Club Sanchez during the heyday of the Fillmore’s jazz and bebop scene. \u003ccite>(Courtesy of Robert C. Sanchez)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>As a child, Martha and her siblings would hang out at Club Sanchez. She remembers eating too many cherries reserved for cocktail drinks and admiring her stylish tías (aunts) who ran the club. They wore ’60s bouffant hairstyles and off-the-shoulder blouses.\u003c/p>\n\u003ch3>New Location, New Casa Sanchez\u003c/h3>\n\u003cp>When the Sanchez family noticed their Latino customer base moving out of the Fillmore, they closed the tortilla factory and jazz club and headed to San Francisco’s Mission District.\u003c/p>\n\u003cp>In 1968, they reopened their factory on 24th Street, this time with a Mexican restaurant called Casa Sanchez. The restaurant wasn’t just a place to eat; it became a neighborhood institution.\u003c/p>\n\u003cp>“I remember on Sundays my mom would make breakfast at the restaurant,” Martha said. “The whole neighborhood would come. I thought they came to see me, but they came for my mom’s bacon and eggs that you could smell up and down the streets.”\u003c/p>\n\u003cp>https://www.instagram.com/p/BBGpFswpDjX/?utm_source=ig_web_options_share_sheet\u003c/p>\n\u003cp>While the restaurant side of the business boomed, the tortilla enterprise began struggling in the late ‘80s.\u003c/p>\n\u003cp>“A loaf of bread went up to two dollars, but the tortillas stayed at 25 cents,” said Liz, Martha’s sister.\u003c/p>\n\u003cp>Wholesale tortilla production, once the backbone to their business, was no longer profitable. Their big restaurant clients were manufacturing their own, and they had to compete with newer tortilla factories in the Mission.\u003c/p>\n\u003cp>So once again, the Sanchez family needed to figure out a new way to keep their doors open.\u003c/p>\n\u003ch3>Salsa as Savior\u003c/h3>\n\u003cp>As it turned out, the answer was salsa. The Sanchez family had already been making their own homemade red salsa in their restaurant, but once plastic became readily available in the 1970s, the opportunity to sell their salsa outside the restaurant opened up.\u003c/p>\n\u003cp>After months looking for the right kind of plastic tub — one that could preserve fresh ingredients the longest — the family began selling their fresh-packaged red salsa. Up until this point, store-bought salsa was limited to the jarred kind.\u003c/p>\n\u003cp>In the 1990s, they landed a big contract with Safeway Inc. and began selling their “mild salsa roja” to other major grocery stores as well.\u003c/p>\n\u003cp>Meanwhile, the leftover tortillas that weren’t commercially selling were being used to make tortilla chips.\u003c/p>\n\u003cp>“I’d use my mom’s minivan to go and deliver the product,” said Rob Aranda, a fourth generation Sanchez family member, who remembers delivering tubs of their salsa to local grocery stores around the city as a teenager. “I got pulled over for not having a license. But they would just give me a ticket and not tow the car.”\u003c/p>\n\u003cp>Aranda was so committed to his delivery route that the only day he skipped was the day of his junior prom.\u003c/p>\n\u003cp>“I’d get up every day at 5 in the morning [when I was] 8-, 9-years-old and help my grandmother out,” Aranda said. “I naturally learned the business just watching and looking.”\u003c/p>\n\u003cp>His love for the business runs skin deep. He even has his own Jimmy the Cornman tattoo.\u003c/p>\n\u003cp>In 2010, during the recession, the Sanchez family brought back the famous tattoo special. This time they called it the “stimulus social” to appeal to locals hit by hard financial times.\u003c/p>\n\u003cfigure id=\"attachment_11718227\" class=\"wp-caption alignright\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-11718227\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-800x1067.jpg\" alt=\"\" width=\"800\" height=\"1067\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-800x1067.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-160x213.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-1020x1360.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-900x1200.jpg 900w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1.jpg 1440w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">The Casa Sanchez restaurant that attracted national attention for its special: a free meal for anyone with a ‘Jimmy the Cornman’ tattoo. \u003ccite>(Marisol Medina-Cadena/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The following year, Robert’s grandmother (also named Martha) died — she was the restaurant owner and matriarch of the family who came up with the idea to sell chips and salsa — so, four years later her children closed their restaurant doors.\u003c/p>\n\u003cp>But this was not the end of the Sanchez story. The family moved once again and expanded to two separate locations to focus solely on wholesale fresh salsa and tortilla chips.\u003c/p>\n\u003ch3>Casa Sanchez Today\u003c/h3>\n\u003cp>These days, Rob Aranda runs the factory located in San Francisco’s Bayview, and he’s bringing up the next generation to help out.\u003c/p>\n\u003cp>“My son comes in during the summer and loves to put the labels on the containers and be part of everything,” he said.\u003c/p>\n\u003cp>Inside the factory kitchen, there’s the strong aroma of onions and jalapeño peppers. Workers are busy mixing large tubs of the mild red salsa.\u003c/p>\n\u003cp>So far, no one has been able to figure out the secret to the family’s red salsa.\u003c/p>\n\u003cp>“There was a website dedicated to deciphering the recipe,” Martha Sanchez said. “One person posted that it was a combination of seven different chiles.”\u003c/p>\n\u003cfigure id=\"attachment_11719370\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11719370 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-800x588.jpg\" alt=\"\" width=\"800\" height=\"588\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-800x588.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-160x118.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-1020x749.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-1200x881.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Jimmy the Cornman has become an icon of San Francisco’s Mission District. \u003ccite>(Marisol Medina-Cadena/KQED )\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The secret has more to do with the process than the actual ingredients. Aranda notes that one employee spends his mornings massaging more than 12,000 pounds of tomatoes to unlock the fresh taste.\u003c/p>\n\u003cp>The factory itself is tiny, but bustling. Outside the kitchen is the warehouse where boxes of Casa Sanchez tortilla chips crowd the space. The chips get made at their factory in Hayward and ship out to the Bayview location every day.\u003c/p>\n\u003cp>“It’s like Grand Central Station at 4 in the morning here,” Martha said. “You can’t get through.”\u003c/p>\n\u003cfigure id=\"attachment_11721171\" class=\"wp-caption alignright\" style=\"max-width: 598px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11721171 size-full\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/Screen-Shot-2019-01-25-at-3.35.25-PM.png\" alt=\"\" width=\"598\" height=\"573\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/Screen-Shot-2019-01-25-at-3.35.25-PM.png 598w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/Screen-Shot-2019-01-25-at-3.35.25-PM-160x153.png 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/Screen-Shot-2019-01-25-at-3.35.25-PM-32x32.png 32w\" sizes=\"(max-width: 598px) 100vw, 598px\">\u003cfigcaption class=\"wp-caption-text\">“Just another day at the office.” Instagram photo by @casasanchezfoods\u003c/figcaption>\u003c/figure>\n\u003cp>Images of La Virgen de Guadalupe and family photos adorn the walls. There’s one prominent picture featuring young Martha and her family posed in front of their businesses. It looks like the Mexican-American version of “The Brady Bunch.”\u003c/p>\n\u003cp>Together the Sanchez family is still coming up with new ways to keep up with the changing times. Recently, they produced a Casa Sanchez IPA beer named “Holy Guacamole” and a smartphone game called “Salsa Shooter.”\u003c/p>\n\u003cp>“We don’t really think of ourselves as businesspeople,” Martha said. “We’re just doing things together.”\u003c/p>\n\u003cp>While the family has no plans to reopen its Casa Sanchez restaurant, the Jimmy the Cornman sign remains on the former Mission storefront. A pupuseria run by a different family now fills the space, and as part of its lease, the restaurant offers free pupusas to anyone with the Jimmy the Cornman logo.\u003c/p>\n\u003cp>https://www.instagram.com/p/Bq8E0chA9cw/?utm_source=ig_web_options_share_sheet\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>Casa Sanchez delivery truck drivers honor this legendary special too. If you see a Casa Sanchez truck at your nearby grocery store, just flash your ink of Jimmy the Cornman and you’ll get your share of fresh salsa and chips.\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>Back in 1999, a Mexican restaurant in San Francisco’s Mission District made national news for an unconventional marketing deal. The family-run business Casa Sanchez advertised a special: anyone who got a tattoo of their logo was entitled to a free lunch for life.\u003c/p>\n\u003cp>And as wild as the idea was, so many people wanted to ink the logo — a man riding a corn-shaped rocket wearing a yellow sombrero known as “Jimmy the Cornman” — the Sanchez family had to cap the promotion to the first 50 people.\u003c/p>\n\u003cfigure id=\"attachment_11718225\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-11718225\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-800x660.jpg\" alt=\"\" width=\"800\" height=\"660\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-800x660.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-160x132.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-1020x842.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut-1200x991.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34658_008-qut.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Beginning in the early 1920s, the Sanchez family ran a shop and factory in San Francisco’s Fillmore District before moving to the Mission District. \u003ccite>(Courtesy of Robert C. Sanchez)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>But the family behind the business had been pioneering Mexican food staples in Northern California long before Jimmy the Cornman gained a cult-like following.\u003c/p>\n\u003cp>Despite family deaths, changing trends, location moves and fierce competition, the Sanchez family has managed to keep the business going for nearly 100 years.\u003c/p>\n\u003ch3>Shape Shifting to Keep Up with Changing Times\u003c/h3>\n\u003cp>The Casa Sanchez story begins in the early 1900s when Roberto Sanchez left Nayarit, Mexico, for San Francisco. According to family lore, he made the journey with a 20-pound wrought-iron tortilla press and dreams of running a successful business.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Together, he and his wife, Isabella, opened R. Sanchez and Co. in San Francisco’s Fillmore District in 1923. The Mexicatessen sold enchiladas, tamales and tortillas by the pound. By the 1950s, the family opened the first mechanized tortilla factory in Northern California.\u003c/p>\n\u003cfigure id=\"attachment_11718216\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-11718216\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-800x581.jpg\" alt=\"\" width=\"800\" height=\"581\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-800x581.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-160x116.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-1020x741.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut-1200x872.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34657_015-qut.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">In 1923, Roberto Sanchez established R. Sanchez & Co. and nearly 100 years later, his descendants continue to carry on the business. \u003ccite>(Courtesy of Robert C. Sanchez)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>In the 1960s, when the Fillmore was known as a hot spot for jazz and bebop, the Sanchez family decided to open a jazz club next to their tortilla factory.\u003c/p>\n\u003cp>They called it Club Sanchez, and as a Mexican-American establishment, it attracted a multicultural audience, including jazz legends like Charlie Parker.\u003c/p>\n\u003cp>“They had opera singers, they had belly dancers. There were a lot of spontaneous musicians that would just come in. It was just so vibrant,” explains Martha Sanchez, Roberto and Isabella’s granddaughter. She is part of the third generation Casa Sanchez owners.\u003c/p>\n\u003cfigure id=\"attachment_11718219\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-11718219\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-800x683.jpg\" alt=\"\" width=\"800\" height=\"683\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-800x683.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-160x137.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-1020x870.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut-1200x1024.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34659_012-qut.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">The Sanchez family opened their own jazz club called Club Sanchez during the heyday of the Fillmore’s jazz and bebop scene. \u003ccite>(Courtesy of Robert C. Sanchez)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>As a child, Martha and her siblings would hang out at Club Sanchez. She remembers eating too many cherries reserved for cocktail drinks and admiring her stylish tías (aunts) who ran the club. They wore ’60s bouffant hairstyles and off-the-shoulder blouses.\u003c/p>\n\u003ch3>New Location, New Casa Sanchez\u003c/h3>\n\u003cp>When the Sanchez family noticed their Latino customer base moving out of the Fillmore, they closed the tortilla factory and jazz club and headed to San Francisco’s Mission District.\u003c/p>\n\u003cp>In 1968, they reopened their factory on 24th Street, this time with a Mexican restaurant called Casa Sanchez. The restaurant wasn’t just a place to eat; it became a neighborhood institution.\u003c/p>\n\u003cp>“I remember on Sundays my mom would make breakfast at the restaurant,” Martha said. “The whole neighborhood would come. I thought they came to see me, but they came for my mom’s bacon and eggs that you could smell up and down the streets.”\u003c/p>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>While the restaurant side of the business boomed, the tortilla enterprise began struggling in the late ‘80s.\u003c/p>\n\u003cp>“A loaf of bread went up to two dollars, but the tortillas stayed at 25 cents,” said Liz, Martha’s sister.\u003c/p>\n\u003cp>Wholesale tortilla production, once the backbone to their business, was no longer profitable. Their big restaurant clients were manufacturing their own, and they had to compete with newer tortilla factories in the Mission.\u003c/p>\n\u003cp>So once again, the Sanchez family needed to figure out a new way to keep their doors open.\u003c/p>\n\u003ch3>Salsa as Savior\u003c/h3>\n\u003cp>As it turned out, the answer was salsa. The Sanchez family had already been making their own homemade red salsa in their restaurant, but once plastic became readily available in the 1970s, the opportunity to sell their salsa outside the restaurant opened up.\u003c/p>\n\u003cp>After months looking for the right kind of plastic tub — one that could preserve fresh ingredients the longest — the family began selling their fresh-packaged red salsa. Up until this point, store-bought salsa was limited to the jarred kind.\u003c/p>\n\u003cp>In the 1990s, they landed a big contract with Safeway Inc. and began selling their “mild salsa roja” to other major grocery stores as well.\u003c/p>\n\u003cp>Meanwhile, the leftover tortillas that weren’t commercially selling were being used to make tortilla chips.\u003c/p>\n\u003cp>“I’d use my mom’s minivan to go and deliver the product,” said Rob Aranda, a fourth generation Sanchez family member, who remembers delivering tubs of their salsa to local grocery stores around the city as a teenager. “I got pulled over for not having a license. But they would just give me a ticket and not tow the car.”\u003c/p>\n\u003cp>Aranda was so committed to his delivery route that the only day he skipped was the day of his junior prom.\u003c/p>\n\u003cp>“I’d get up every day at 5 in the morning [when I was] 8-, 9-years-old and help my grandmother out,” Aranda said. “I naturally learned the business just watching and looking.”\u003c/p>\n\u003cp>His love for the business runs skin deep. He even has his own Jimmy the Cornman tattoo.\u003c/p>\n\u003cp>In 2010, during the recession, the Sanchez family brought back the famous tattoo special. This time they called it the “stimulus social” to appeal to locals hit by hard financial times.\u003c/p>\n\u003cfigure id=\"attachment_11718227\" class=\"wp-caption alignright\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-11718227\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-800x1067.jpg\" alt=\"\" width=\"800\" height=\"1067\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-800x1067.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-160x213.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-1020x1360.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1-900x1200.jpg 900w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/RS34656_IMG_4778-qut-1.jpg 1440w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">The Casa Sanchez restaurant that attracted national attention for its special: a free meal for anyone with a ‘Jimmy the Cornman’ tattoo. \u003ccite>(Marisol Medina-Cadena/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The following year, Robert’s grandmother (also named Martha) died — she was the restaurant owner and matriarch of the family who came up with the idea to sell chips and salsa — so, four years later her children closed their restaurant doors.\u003c/p>\n\u003cp>But this was not the end of the Sanchez story. The family moved once again and expanded to two separate locations to focus solely on wholesale fresh salsa and tortilla chips.\u003c/p>\n\u003ch3>Casa Sanchez Today\u003c/h3>\n\u003cp>These days, Rob Aranda runs the factory located in San Francisco’s Bayview, and he’s bringing up the next generation to help out.\u003c/p>\n\u003cp>“My son comes in during the summer and loves to put the labels on the containers and be part of everything,” he said.\u003c/p>\n\u003cp>Inside the factory kitchen, there’s the strong aroma of onions and jalapeño peppers. Workers are busy mixing large tubs of the mild red salsa.\u003c/p>\n\u003cp>So far, no one has been able to figure out the secret to the family’s red salsa.\u003c/p>\n\u003cp>“There was a website dedicated to deciphering the recipe,” Martha Sanchez said. “One person posted that it was a combination of seven different chiles.”\u003c/p>\n\u003cfigure id=\"attachment_11719370\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11719370 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-800x588.jpg\" alt=\"\" width=\"800\" height=\"588\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-800x588.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-160x118.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-1020x749.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut-1200x881.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/e2055435-rs34684_jimmy-the-cornman-2-qut.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Jimmy the Cornman has become an icon of San Francisco’s Mission District. \u003ccite>(Marisol Medina-Cadena/KQED )\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The secret has more to do with the process than the actual ingredients. Aranda notes that one employee spends his mornings massaging more than 12,000 pounds of tomatoes to unlock the fresh taste.\u003c/p>\n\u003cp>The factory itself is tiny, but bustling. Outside the kitchen is the warehouse where boxes of Casa Sanchez tortilla chips crowd the space. The chips get made at their factory in Hayward and ship out to the Bayview location every day.\u003c/p>\n\u003cp>“It’s like Grand Central Station at 4 in the morning here,” Martha said. “You can’t get through.”\u003c/p>\n\u003cfigure id=\"attachment_11721171\" class=\"wp-caption alignright\" style=\"max-width: 598px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11721171 size-full\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2019/01/Screen-Shot-2019-01-25-at-3.35.25-PM.png\" alt=\"\" width=\"598\" height=\"573\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/Screen-Shot-2019-01-25-at-3.35.25-PM.png 598w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/Screen-Shot-2019-01-25-at-3.35.25-PM-160x153.png 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/01/Screen-Shot-2019-01-25-at-3.35.25-PM-32x32.png 32w\" sizes=\"(max-width: 598px) 100vw, 598px\">\u003cfigcaption class=\"wp-caption-text\">“Just another day at the office.” Instagram photo by @casasanchezfoods\u003c/figcaption>\u003c/figure>\n\u003cp>Images of La Virgen de Guadalupe and family photos adorn the walls. There’s one prominent picture featuring young Martha and her family posed in front of their businesses. It looks like the Mexican-American version of “The Brady Bunch.”\u003c/p>\n\u003cp>Together the Sanchez family is still coming up with new ways to keep up with the changing times. Recently, they produced a Casa Sanchez IPA beer named “Holy Guacamole” and a smartphone game called “Salsa Shooter.”\u003c/p>\n\u003cp>“We don’t really think of ourselves as businesspeople,” Martha said. “We’re just doing things together.”\u003c/p>\n\u003cp>While the family has no plans to reopen its Casa Sanchez restaurant, the Jimmy the Cornman sign remains on the former Mission storefront. A pupuseria run by a different family now fills the space, and as part of its lease, the restaurant offers free pupusas to anyone with the Jimmy the Cornman logo.\u003c/p>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Casa Sanchez delivery truck drivers honor this legendary special too. If you see a Casa Sanchez truck at your nearby grocery store, just flash your ink of Jimmy the Cornman and you’ll get your share of fresh salsa and chips.\u003c/p>\n\n\u003c/div>\u003c/p>",
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"disqusTitle": "A Tiny San Francisco Cookbook Store with a Big Appetite for Old Recipes",
"title": "A Tiny San Francisco Cookbook Store with a Big Appetite for Old Recipes",
"headTitle": "Family Biz | The California Report | KQED News",
"content": "\u003cp>\u003cem>\u003ca href=\"http://www.omnivorebooks.com/\" rel=\"noopener\" target=\"_blank\">Omnivore Books on Food \u003c/a>specializes in rare and vintage cookbooks, as well as new books about cooking and food. Sasha Khokha, host of The California Report Magazine, stopped by for a conversation with owner Celia Sack, about what's selling to home cooks for the holidays. Here are some excerpts: \u003c/em>\u003c/p>\n\u003cfigure id=\"attachment_11636878\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-11636878\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-160x120.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-1020x765.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1.jpg 1920w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-960x720.jpg 960w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-240x180.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-375x281.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-520x390.jpg 520w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Celia Sack is the owner and founder of Omnivore Books on Food in San Francisco \u003ccite>(Suzie Racho/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>Why she lets customers handle rare cookbooks, hundreds of years old:\u003c/strong>\u003c/p>\n\u003cp>When I was a young woman, 18 or 19, I loved to collect, and these antiquarian book shops would have all the old books behind the counter. They'd give me the stink eye if I asked to see them. They were very suspicious, and sort of watched me the whole time. It was a very nerve-wracking experience, and it really discouraged collecting. I wanted to be exactly the opposite. All the antiquarian books are mixed in with the new, or at least reachable for people. I'm going to trust my customer to not take the book and throw it across the room. They're amazed. They'll say 'My god, this is from 1620? And you're letting me touch it?' I'll say, 'Yeah, actually the paper was stronger then, so feel free to look through it and check it out.' We need a new generation of people to get excited about collecting.\u003c/p>\n\u003cfigure id=\"attachment_11636837\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-11636837\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/RS28542_P1050821-qut-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-160x120.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-1020x765.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut.jpg 1920w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-960x720.jpg 960w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-240x180.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-375x281.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-520x390.jpg 520w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Omnivore Books also hosts regular events to highlight chefs and authors, like the new cookbook from the San Francisco chocolate maker, Dandelion Chocolate. \u003ccite>(Suzie Racho/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>What's valuable about a paper cookbook vs. a digital recipe:\u003c/strong>\u003c/p>\n\u003cp>You get to make notes in it. My wife loves to write the date that she made something. You get to really interact with the recipe on the page, and see the picture. You get to splatter it. Some of the historical books are interesting that way. I got \u003ca href=\"http://jeremiahtower.film/\" rel=\"noopener\" target=\"_blank\">Jeremiah Tower's\u003c/a> collection. He was one of the first chefs at Chez Panisse, and really started California cuisine. One of his books was \u003cem>Mastering the Art of French Cooking\u003c/em> by Julia Child. It had splatters on all the pages he had used. You get to think about him learning how to cook from that book, and splattering it, and then becoming this very famous chef in his own right. It's fascinating to see that confluence. You can print out a recipe, but you know what? You'll never find it. You're going to tuck it away in some shelf.\u003c/p>\n\u003cfigure id=\"attachment_11636989\" class=\"wp-caption alignnone\" style=\"max-width: 633px\">\u003cimg class=\"size-full wp-image-11636989\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/omnivorebooks2.jpg\" alt=\"\" width=\"633\" height=\"356\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2.jpg 633w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2-240x135.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2-375x211.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2-520x292.jpg 520w\" sizes=\"(max-width: 633px) 100vw, 633px\">\u003cfigcaption class=\"wp-caption-text\">After President Trump proposed his first travel ban, Sack put a display of books from the countries targeted under the ban in her shop window. \u003ccite>(Courtesy Celia Sack)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>On the window display of books from countries targeted under President Trump's initial travel ban:\u003c/strong>\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>I took one photo of it, and it was so funny because nobody walked by all day. In fact, the couple of people who did never even looked up and saw the sign. But the photo was retweeted thousands and thousands of times. Then a lot of people started ordering those books. \u003ca href=\"http://www.interlinkbooks.com/product_info.php?products_id=3212\" rel=\"noopener\" target=\"_blank\">The Aleppo Cookbook\u003c/a> became my best seller that week. First of all, it's great food. People should be cooking that way, but also it stoked people on to really learn and understand those countries through cooking. Cooking is something that brings everyone together around the world. I just feel like it's really important to be soft and kind, especially at this juncture, and this is a way of doing it.\u003c/p>\n\u003cfigure id=\"attachment_11636881\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-11636881\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/RS28528_P1050807-qut-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-160x120.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-1020x765.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut.jpg 1920w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-960x720.jpg 960w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-240x180.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-375x281.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-520x390.jpg 520w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Omnivore books features cookbooks dating back as far as the 1600s, mixed in the shelves with the latest culinary memoirs and books on contemporary cuisine. \u003ccite>(Suzie Racho/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>What's selling well for the holidays:\u003c/strong>\u003c/p>\n\u003cp>-\u003ca href=\"https://www.saltfatacidheat.com/\" rel=\"noopener\" target=\"_blank\">\u003cstrong>Salt, Fat, Acid, Heat\u003c/strong>,\u003c/a> by Samin Nosrat. It's \u003cem>the\u003c/em> best seller this year. She went from being an assistant to Michael Pollan and working at Chez Panisse to becoming this confident woman who's a wonderful author. It's all about salt, fat, acid, and heat, and how each of these is vital to your cooking and why. She's a local chef and a wonderful, wonderful teacher.\u003c/p>\n\u003cp>-\u003ca href=\"https://www.penguinrandomhouse.com/books/562277/dinner-in-an-instant-by-melissa-clark/9781524762964/\" rel=\"noopener\" target=\"_blank\">\u003cstrong>Dinner in an Instant \u003c/strong>\u003c/a>by Melissa Clark: This is the time of year that we start to see a lot of slow cooker cookbooks doing well. \"Instant Pots\" are the big cooking implement this year, and her book is a really great introduction to it.\u003c/p>\n\u003cp>-\u003ca href=\"http://www.thamesandhudsonusa.com/books/the-grammar-of-spice-hardcover\" rel=\"noopener\" target=\"_blank\">\u003cb>The Grammar of Spice,\u003c/b>\u003c/a> by Caz Hildebrand. I'm absolutely in love with this book. I find it so beautiful. It's not only an encyclopedia of different spices: galingale, cassia, safflower, paprika. Some of it you've heard of, some of it you haven't. This book tells you exactly how to use each spice in your cooking, what the different properties of it are. Then she designed these beautiful pages that evoke each spice root. Every single chef and customer I've shown this to has bought it, because it's just such a gorgeous, exciting book to have in one's library.\u003c/p>\n\u003cfigure id=\"attachment_11636883\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg class=\"wp-image-11636883 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/RS28550_P1050829-qut-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-160x120.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-1020x765.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut.jpg 1920w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-960x720.jpg 960w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-240x180.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-375x281.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-520x390.jpg 520w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Omnivore packs thousands of books into a tiny room that used to be a butcher shop in San Francisco's Noe Valley. \u003ccite>(Suzie Racho/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>What Celia's cooking for the holidays: \u003c/strong>\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>I love a pozole this time of year. It's such a warming, delicious meal. I usually make it with hominy and chicken. Then you get all these toppings: cilantro, radishes,\u003cem> queso duro.\u003c/em> I really love cooking Mexican food. There are so many great new Mexican cookbooks out this year with connections to California restaurants: \u003ca href=\"https://www.penguinrandomhouse.com/books/537986/nopalito-by-gonzalo-guzman-with-stacy-adimando/9780399578281/\" rel=\"noopener\" target=\"_blank\">Nopalito\u003c/a>, \u003ca href=\"https://www.prospectparkbooks.com/portfolio-item/la-mexicano/\" rel=\"noopener\" target=\"_blank\">L.A. Mexicano, \u003c/a>and \u003ca href=\"http://www.guerrillatacos.com/schwag/guerrilla-tacos-cook-book\" rel=\"noopener\" target=\"_blank\">Guerrilla Tacos.\u003c/a> All three are by Mexican-American authors. That's kind of of a new trend actually. The bestsellers always used to be Rick Bayless and Dianna Kennedy.\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cem>\u003ca href=\"http://www.omnivorebooks.com/\" rel=\"noopener\" target=\"_blank\">Omnivore Books on Food \u003c/a>specializes in rare and vintage cookbooks, as well as new books about cooking and food. Sasha Khokha, host of The California Report Magazine, stopped by for a conversation with owner Celia Sack, about what's selling to home cooks for the holidays. Here are some excerpts: \u003c/em>\u003c/p>\n\u003cfigure id=\"attachment_11636878\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-11636878\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-160x120.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-1020x765.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1.jpg 1920w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-960x720.jpg 960w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-240x180.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-375x281.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28515_P1050834-qut-1-520x390.jpg 520w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Celia Sack is the owner and founder of Omnivore Books on Food in San Francisco \u003ccite>(Suzie Racho/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>Why she lets customers handle rare cookbooks, hundreds of years old:\u003c/strong>\u003c/p>\n\u003cp>When I was a young woman, 18 or 19, I loved to collect, and these antiquarian book shops would have all the old books behind the counter. They'd give me the stink eye if I asked to see them. They were very suspicious, and sort of watched me the whole time. It was a very nerve-wracking experience, and it really discouraged collecting. I wanted to be exactly the opposite. All the antiquarian books are mixed in with the new, or at least reachable for people. I'm going to trust my customer to not take the book and throw it across the room. They're amazed. They'll say 'My god, this is from 1620? And you're letting me touch it?' I'll say, 'Yeah, actually the paper was stronger then, so feel free to look through it and check it out.' We need a new generation of people to get excited about collecting.\u003c/p>\n\u003cfigure id=\"attachment_11636837\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-11636837\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/RS28542_P1050821-qut-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-160x120.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-1020x765.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut.jpg 1920w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-960x720.jpg 960w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-240x180.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-375x281.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28542_P1050821-qut-520x390.jpg 520w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Omnivore Books also hosts regular events to highlight chefs and authors, like the new cookbook from the San Francisco chocolate maker, Dandelion Chocolate. \u003ccite>(Suzie Racho/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>What's valuable about a paper cookbook vs. a digital recipe:\u003c/strong>\u003c/p>\n\u003cp>You get to make notes in it. My wife loves to write the date that she made something. You get to really interact with the recipe on the page, and see the picture. You get to splatter it. Some of the historical books are interesting that way. I got \u003ca href=\"http://jeremiahtower.film/\" rel=\"noopener\" target=\"_blank\">Jeremiah Tower's\u003c/a> collection. He was one of the first chefs at Chez Panisse, and really started California cuisine. One of his books was \u003cem>Mastering the Art of French Cooking\u003c/em> by Julia Child. It had splatters on all the pages he had used. You get to think about him learning how to cook from that book, and splattering it, and then becoming this very famous chef in his own right. It's fascinating to see that confluence. You can print out a recipe, but you know what? You'll never find it. You're going to tuck it away in some shelf.\u003c/p>\n\u003cfigure id=\"attachment_11636989\" class=\"wp-caption alignnone\" style=\"max-width: 633px\">\u003cimg class=\"size-full wp-image-11636989\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/omnivorebooks2.jpg\" alt=\"\" width=\"633\" height=\"356\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2.jpg 633w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2-160x90.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2-240x135.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2-375x211.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/omnivorebooks2-520x292.jpg 520w\" sizes=\"(max-width: 633px) 100vw, 633px\">\u003cfigcaption class=\"wp-caption-text\">After President Trump proposed his first travel ban, Sack put a display of books from the countries targeted under the ban in her shop window. \u003ccite>(Courtesy Celia Sack)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>On the window display of books from countries targeted under President Trump's initial travel ban:\u003c/strong>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>I took one photo of it, and it was so funny because nobody walked by all day. In fact, the couple of people who did never even looked up and saw the sign. But the photo was retweeted thousands and thousands of times. Then a lot of people started ordering those books. \u003ca href=\"http://www.interlinkbooks.com/product_info.php?products_id=3212\" rel=\"noopener\" target=\"_blank\">The Aleppo Cookbook\u003c/a> became my best seller that week. First of all, it's great food. People should be cooking that way, but also it stoked people on to really learn and understand those countries through cooking. Cooking is something that brings everyone together around the world. I just feel like it's really important to be soft and kind, especially at this juncture, and this is a way of doing it.\u003c/p>\n\u003cfigure id=\"attachment_11636881\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg class=\"size-medium wp-image-11636881\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/RS28528_P1050807-qut-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-160x120.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-1020x765.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut.jpg 1920w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-960x720.jpg 960w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-240x180.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-375x281.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28528_P1050807-qut-520x390.jpg 520w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Omnivore books features cookbooks dating back as far as the 1600s, mixed in the shelves with the latest culinary memoirs and books on contemporary cuisine. \u003ccite>(Suzie Racho/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>What's selling well for the holidays:\u003c/strong>\u003c/p>\n\u003cp>-\u003ca href=\"https://www.saltfatacidheat.com/\" rel=\"noopener\" target=\"_blank\">\u003cstrong>Salt, Fat, Acid, Heat\u003c/strong>,\u003c/a> by Samin Nosrat. It's \u003cem>the\u003c/em> best seller this year. She went from being an assistant to Michael Pollan and working at Chez Panisse to becoming this confident woman who's a wonderful author. It's all about salt, fat, acid, and heat, and how each of these is vital to your cooking and why. She's a local chef and a wonderful, wonderful teacher.\u003c/p>\n\u003cp>-\u003ca href=\"https://www.penguinrandomhouse.com/books/562277/dinner-in-an-instant-by-melissa-clark/9781524762964/\" rel=\"noopener\" target=\"_blank\">\u003cstrong>Dinner in an Instant \u003c/strong>\u003c/a>by Melissa Clark: This is the time of year that we start to see a lot of slow cooker cookbooks doing well. \"Instant Pots\" are the big cooking implement this year, and her book is a really great introduction to it.\u003c/p>\n\u003cp>-\u003ca href=\"http://www.thamesandhudsonusa.com/books/the-grammar-of-spice-hardcover\" rel=\"noopener\" target=\"_blank\">\u003cb>The Grammar of Spice,\u003c/b>\u003c/a> by Caz Hildebrand. I'm absolutely in love with this book. I find it so beautiful. It's not only an encyclopedia of different spices: galingale, cassia, safflower, paprika. Some of it you've heard of, some of it you haven't. This book tells you exactly how to use each spice in your cooking, what the different properties of it are. Then she designed these beautiful pages that evoke each spice root. Every single chef and customer I've shown this to has bought it, because it's just such a gorgeous, exciting book to have in one's library.\u003c/p>\n\u003cfigure id=\"attachment_11636883\" class=\"wp-caption alignnone\" style=\"max-width: 800px\">\u003cimg class=\"wp-image-11636883 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/12/RS28550_P1050829-qut-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-800x600.jpg 800w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-160x120.jpg 160w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-1020x765.jpg 1020w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut.jpg 1920w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-1180x885.jpg 1180w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-960x720.jpg 960w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-240x180.jpg 240w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-375x281.jpg 375w, https://ww2.kqed.org/app/uploads/sites/10/2017/12/RS28550_P1050829-qut-520x390.jpg 520w\" sizes=\"(max-width: 800px) 100vw, 800px\">\u003cfigcaption class=\"wp-caption-text\">Omnivore packs thousands of books into a tiny room that used to be a butcher shop in San Francisco's Noe Valley. \u003ccite>(Suzie Racho/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cstrong>What Celia's cooking for the holidays: \u003c/strong>\u003c/p>\n\u003cp>\u003c/p>\n\u003cp>I love a pozole this time of year. It's such a warming, delicious meal. I usually make it with hominy and chicken. Then you get all these toppings: cilantro, radishes,\u003cem> queso duro.\u003c/em> I really love cooking Mexican food. There are so many great new Mexican cookbooks out this year with connections to California restaurants: \u003ca href=\"https://www.penguinrandomhouse.com/books/537986/nopalito-by-gonzalo-guzman-with-stacy-adimando/9780399578281/\" rel=\"noopener\" target=\"_blank\">Nopalito\u003c/a>, \u003ca href=\"https://www.prospectparkbooks.com/portfolio-item/la-mexicano/\" rel=\"noopener\" target=\"_blank\">L.A. Mexicano, \u003c/a>and \u003ca href=\"http://www.guerrillatacos.com/schwag/guerrilla-tacos-cook-book\" rel=\"noopener\" target=\"_blank\">Guerrilla Tacos.\u003c/a> All three are by Mexican-American authors. That's kind of of a new trend actually. The bestsellers always used to be Rick Bayless and Dianna Kennedy.\u003c/p>\n\n\u003c/div>\u003c/p>",
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"content": "\u003cp>Molly McCalla scours the ruins of the Frey family vineyard looking for her black cat. \u003c/p>\n\u003cp>The fire rushed over the hill so fast that there was no time to get the cat before they fled. But McCalla has been leaving food where the cat’s home used to be, and she’s seen some paw prints in the ashes.\u003c/p>\n\u003cp>“Purusha!” she calls, with a long roll on the R. “Mrow mrow!”\u003c/p>\n\u003cp>McCalla, her husband and their son had about five minutes to pile into the back of a pickup truck and leave the night of the fire.\u003c/p>\n\u003cp>“When we woke up, I thought we were going to die,” McCalla says.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>The main road out was completely blocked by flames, so they had to go the other way — up the hill, down a treacherous dirt road and over seven creek crossings — to escape.\u003c/p>\n\u003cp>“The fire was like a lion, roaring 10 feet away from me,” recalls Osiris Frey, McCalla’s son. “It was very, very loud.”\u003c/p>\n\u003cp>Osiris was named for the Egyptian god of the afterlife. At 10 years old, he can handle the responsibility of his name. He was the one who saw the wall of flames approaching and told his parents they should evacuate right away.\u003c/p>\n\u003cp>“I’m 10 years old, but it was a really intense experience for my life,” he says.\u003cbr>\n[audio src=\"https://www.kqed.org/.stream/anon/radio/tcrmag/2017/11/TCRMagFreyFamilyVineyard3.mp3\" Image=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Molly-McCalla-and-Osiris-Frey-800x600.jpg\" Title=\"Family Biz: For Frey Vineyards, It's Business Not-as-Usual After Wine Country Wildfires\" program=\"The California Report\"]\u003c/p>\n\u003cp>Four generations of the Frey family live and work at the Redwood Valley vineyard – the \u003ca href=\"http://www.freywine.com/\">first organic and biodynamic winery \u003c/a>in the country. The night the October wildfires broke out, 64 people were sleeping on the land, including family and employees. Everyone got out safely, from the 93-year old matriarch, Beba Frey, to her two-year-old great-granddaughter.\u003c/p>\n\u003cp>All but two homes on the land were destroyed. The winery offices, the bottling line and the tasting room are now rubble.\u003c/p>\n\u003cp>But the wine is okay.\u003c/p>\n\u003cp>The metal-roofed warehouse holding about 10,000 cases of bottled wine survived, and 154 stainless steel tanks that can hold 1 million gallons of wine came through intact.\u003c/p>\n\u003cp>“You can see some of them, the jackets on the tanks got charred pretty good,” says McCalla, as she surveys the destruction.\u003c/p>\n\u003cfigure id=\"attachment_11631920\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Charred-wine-tank-e1510956947644.jpg\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11631920 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Charred-wine-tank-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Some of the stainless steel wine tanks were blackened by the fire. But the wine inside is okay. \u003ccite>(April Dembosky/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The fire rushed through so fast, it didn’t have time to damage the wine.\u003c/p>\n\u003cp>“You think of how long it takes to boil a big pot of water on your stove,” said Katrina Frey, the vineyard’s executive director and one of the founders. “Obviously there’s a huge amount of thermal mass in one of those tanks, so they were not overheated.”\u003c/p>\n\u003cp>The winery’s reliance on steel tanks ultimately protected their wine from wildfire. As an organic winery, they cannot age their wines in wooden barrels. Air seeps through the wood, which would mean using non-organic sulfites to prevent oxidation.\u003c/p>\n\u003cp>“The business is not destroyed,” Frey says. “We have a bright future, but we also lost sales.”\u003c/p>\n\u003cp>Normally, they’d be bottling wine two or three days a week this time of year. Now, they’re planning to hire a mobile bottling plant.\u003c/p>\n\u003cp>“We would have done that by now except all the labels burned up as well,” Frey explains. “So we had to re-order a year’s worth of labels and capsules and corks.”\u003c/p>\n\u003cfigure id=\"attachment_11631930\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Frey-Vineyard-e1510957848754.jpg\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11631930 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Frey-Vineyard-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The Redwood Valley fire washed through these vines at Frey Vineyard. \u003ccite>(April Dembosky/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>As for the grapes on the vines, about half had already been harvested before the fire and were stored safely in the steel tanks. Many vines outside the fire zone survived unscathed, but about 10 percent of grapes in Redwood Valley burned on the vine.\u003c/p>\n\u003cp>Frey is worried that some of what’s left might be smoke-flavored. That’s a concern shared by all the vineyards in the fire regions in Mendocino, Sonoma and Napa counties.\u003c/p>\n\u003cp>“Everyone is sending their early wines to labs where there’s testing for smoke taint,” Frey says.\u003c/p>\n\u003cp>\u003ca href=\"http://www.winespectator.com/webfeature/show/id/Understanding-Smoke-Taint-in-Wine\" target=\"_blank\" rel=\"noopener\">Smoke damage\u003c/a> occurs on the molecular level, and sometimes the smoke aroma or ash flavor isn’t released until fermentation or until a bottle of wine is opened. So wineries can’t tell right now if grapes are tainted just by sniffing or tasting them.\u003c/p>\n\u003cp>“Everyone is segregating the crops as they come in, so that if there is evidence of smoke taint, we cannot use those tanks,” Frey says.\u003c/p>\n\u003cp>For now, the harvest must go on. People are back at work, driving grape harvesters, de-stemming and crushing grapes, salvaging what they can. The air smells like young wine.\u003c/p>\n\u003cp>“It keeps everybody busy. And it keeps our mind off the depths [of the losses],” says Tom Brower, aka Tombo, a tractor driver and carpenter at the vineyard.\u003c/p>\n\u003cfigure id=\"attachment_11631917\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Tom-Brower-e1510957262357.jpg\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11631917 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Tom-Brower-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Tom Brower drives a grape harvester and does carpentry at Frey Vineyards. \u003ccite>(April Dembosky/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>He lived one ranch over from the vineyard and lost everything he owns in the fire. He, his 12-year-old son and all their neighbors had to flee from the fire that claimed \u003ca href=\"https://ww2.kqed.org/news/2017/11/09/touch-football-and-a-middle-school-crush-after-the-fire-8th-graders-remember-classmate-kai-shepherd/\" target=\"_blank\" rel=\"noopener\">nine lives\u003c/a>.\u003c/p>\n\u003cp>“Everybody is sort of holding it in,” he says. “Little by little, you let it out, and you cry with your friends.”\u003c/p>\n\u003cp>Everywhere Brower goes, he sees something that’s gone. He’d just built a new redwood deck around the tasting room in September, right before the wave of tourists usually shows up for the fall harvest.\u003c/p>\n\u003cp>“I oiled it nicely with Brazilian rosewood oil. I was proud of it,” he says. “It didn’t last very long.”\u003c/p>\n\u003cp>He’d just rebuilt a footbridge over the creek after heavy rains caused a huge oak tree to fall and wipe out the original.\u003c/p>\n\u003cp>“Then the fire destroyed it again,” he says, with a little laugh. “Like, geez! Do I have to do it a third time? And I probably will.”\u003c/p>\n\u003cfigure id=\"attachment_11631914\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Tom-Browers-hands-e1510957140154.jpg\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11631914 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Tom-Browers-hands-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The hands of Tom Brower, a carpenter at Frey Vineyards. He spent much of his childhood farming. \u003ccite>(April Dembosky/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>For Molly McCalla, it’s the barn. \u003c/p>\n\u003cp>Her job on the farm for the last decade was raising a family of about 10 goats. She walked them through the vineyards every day, and their manure was used to make the biodynamic compost that feeds the vines. The barn they were sleeping in collapsed in the fire.\u003c/p>\n\u003cp>“The first goat was born the day after I gave birth on the land to my son, who’s 10,” she says. “They all had names. Some had middle and last names.”\u003c/p>\n\u003cp>It’s strange, but she says she feels blessed knowing the goats are gone. Knowing her home is gone. Getting closure around those losses has allowed her to start thinking about the future.\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n\u003cp>But before she can truly move on, she needs to find out what happened to her little black cat.\u003c/p>\n\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Four generations of the Frey family live and work at the Redwood Valley vineyard – the \u003ca href=\"http://www.freywine.com/\">first organic and biodynamic winery \u003c/a>in the country. The night the October wildfires broke out, 64 people were sleeping on the land, including family and employees. Everyone got out safely, from the 93-year old matriarch, Beba Frey, to her two-year-old great-granddaughter.\u003c/p>\n\u003cp>All but two homes on the land were destroyed. The winery offices, the bottling line and the tasting room are now rubble.\u003c/p>\n\u003cp>But the wine is okay.\u003c/p>\n\u003cp>The metal-roofed warehouse holding about 10,000 cases of bottled wine survived, and 154 stainless steel tanks that can hold 1 million gallons of wine came through intact.\u003c/p>\n\u003cp>“You can see some of them, the jackets on the tanks got charred pretty good,” says McCalla, as she surveys the destruction.\u003c/p>\n\u003cfigure id=\"attachment_11631920\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Charred-wine-tank-e1510956947644.jpg\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11631920 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Charred-wine-tank-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Some of the stainless steel wine tanks were blackened by the fire. But the wine inside is okay. \u003ccite>(April Dembosky/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The fire rushed through so fast, it didn’t have time to damage the wine.\u003c/p>\n\u003cp>“You think of how long it takes to boil a big pot of water on your stove,” said Katrina Frey, the vineyard’s executive director and one of the founders. “Obviously there’s a huge amount of thermal mass in one of those tanks, so they were not overheated.”\u003c/p>\n\u003cp>The winery’s reliance on steel tanks ultimately protected their wine from wildfire. As an organic winery, they cannot age their wines in wooden barrels. Air seeps through the wood, which would mean using non-organic sulfites to prevent oxidation.\u003c/p>\n\u003cp>“The business is not destroyed,” Frey says. “We have a bright future, but we also lost sales.”\u003c/p>\n\u003cp>Normally, they’d be bottling wine two or three days a week this time of year. Now, they’re planning to hire a mobile bottling plant.\u003c/p>\n\u003cp>“We would have done that by now except all the labels burned up as well,” Frey explains. “So we had to re-order a year’s worth of labels and capsules and corks.”\u003c/p>\n\u003cfigure id=\"attachment_11631930\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Frey-Vineyard-e1510957848754.jpg\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11631930 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Frey-Vineyard-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The Redwood Valley fire washed through these vines at Frey Vineyard. \u003ccite>(April Dembosky/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>As for the grapes on the vines, about half had already been harvested before the fire and were stored safely in the steel tanks. Many vines outside the fire zone survived unscathed, but about 10 percent of grapes in Redwood Valley burned on the vine.\u003c/p>\n\u003cp>Frey is worried that some of what’s left might be smoke-flavored. That’s a concern shared by all the vineyards in the fire regions in Mendocino, Sonoma and Napa counties.\u003c/p>\n\u003cp>“Everyone is sending their early wines to labs where there’s testing for smoke taint,” Frey says.\u003c/p>\n\u003cp>\u003ca href=\"http://www.winespectator.com/webfeature/show/id/Understanding-Smoke-Taint-in-Wine\" target=\"_blank\" rel=\"noopener\">Smoke damage\u003c/a> occurs on the molecular level, and sometimes the smoke aroma or ash flavor isn’t released until fermentation or until a bottle of wine is opened. So wineries can’t tell right now if grapes are tainted just by sniffing or tasting them.\u003c/p>\n\u003cp>“Everyone is segregating the crops as they come in, so that if there is evidence of smoke taint, we cannot use those tanks,” Frey says.\u003c/p>\n\u003cp>For now, the harvest must go on. People are back at work, driving grape harvesters, de-stemming and crushing grapes, salvaging what they can. The air smells like young wine.\u003c/p>\n\u003cp>“It keeps everybody busy. And it keeps our mind off the depths [of the losses],” says Tom Brower, aka Tombo, a tractor driver and carpenter at the vineyard.\u003c/p>\n\u003cfigure id=\"attachment_11631917\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Tom-Brower-e1510957262357.jpg\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11631917 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Tom-Brower-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">Tom Brower drives a grape harvester and does carpentry at Frey Vineyards. \u003ccite>(April Dembosky/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>He lived one ranch over from the vineyard and lost everything he owns in the fire. He, his 12-year-old son and all their neighbors had to flee from the fire that claimed \u003ca href=\"https://ww2.kqed.org/news/2017/11/09/touch-football-and-a-middle-school-crush-after-the-fire-8th-graders-remember-classmate-kai-shepherd/\" target=\"_blank\" rel=\"noopener\">nine lives\u003c/a>.\u003c/p>\n\u003cp>“Everybody is sort of holding it in,” he says. “Little by little, you let it out, and you cry with your friends.”\u003c/p>\n\u003cp>Everywhere Brower goes, he sees something that’s gone. He’d just built a new redwood deck around the tasting room in September, right before the wave of tourists usually shows up for the fall harvest.\u003c/p>\n\u003cp>“I oiled it nicely with Brazilian rosewood oil. I was proud of it,” he says. “It didn’t last very long.”\u003c/p>\n\u003cp>He’d just rebuilt a footbridge over the creek after heavy rains caused a huge oak tree to fall and wipe out the original.\u003c/p>\n\u003cp>“Then the fire destroyed it again,” he says, with a little laugh. “Like, geez! Do I have to do it a third time? And I probably will.”\u003c/p>\n\u003cfigure id=\"attachment_11631914\" class=\"wp-caption aligncenter\" style=\"max-width: 800px\">\u003ca href=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Tom-Browers-hands-e1510957140154.jpg\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11631914 size-medium\" src=\"https://ww2.kqed.org/news/wp-content/uploads/sites/10/2017/11/Tom-Browers-hands-800x600.jpg\" alt=\"\" width=\"800\" height=\"600\">\u003c/a>\u003cfigcaption class=\"wp-caption-text\">The hands of Tom Brower, a carpenter at Frey Vineyards. He spent much of his childhood farming. \u003ccite>(April Dembosky/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>For Molly McCalla, it’s the barn. \u003c/p>\n\u003cp>Her job on the farm for the last decade was raising a family of about 10 goats. She walked them through the vineyards every day, and their manure was used to make the biodynamic compost that feeds the vines. The barn they were sleeping in collapsed in the fire.\u003c/p>\n\u003cp>“The first goat was born the day after I gave birth on the land to my son, who’s 10,” she says. “They all had names. Some had middle and last names.”\u003c/p>\n\u003cp>It’s strange, but she says she feels blessed knowing the goats are gone. Knowing her home is gone. Getting closure around those losses has allowed her to start thinking about the future.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>But before she can truly move on, she needs to find out what happened to her little black cat.\u003c/p>\n\n\u003c/div>\u003c/p>",
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"info": "The MindShift podcast explores the innovations in education that are shaping how kids learn. Hosts Ki Sung and Katrina Schwartz introduce listeners to educators, researchers, parents and students who are developing effective ways to improve how kids learn. We cover topics like how fed-up administrators are developing surprising tactics to deal with classroom disruptions; how listening to podcasts are helping kids develop reading skills; the consequences of overparenting; and why interdisciplinary learning can engage students on all ends of the traditional achievement spectrum. This podcast is part of the MindShift education site, a division of KQED News. KQED is an NPR/PBS member station based in San Francisco. You can also visit the MindShift website for episodes and supplemental blog posts or tweet us \u003ca href=\"https://twitter.com/MindShiftKQED\">@MindShiftKQED\u003c/a> or visit us at \u003ca href=\"/mindshift\">MindShift.KQED.org\u003c/a>",
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"info": "Political Breakdown is a new series that explores the political intersection of California and the nation. Each week hosts Scott Shafer and Marisa Lagos are joined with a new special guest to unpack politics -- with personality — and offer an insider’s glimpse at how politics happens.",
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"possible": {
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"info": "Possible is hosted by entrepreneur Reid Hoffman and writer Aria Finger. Together in Possible, Hoffman and Finger lead enlightening discussions about building a brighter collective future. The show features interviews with visionary guests like Trevor Noah, Sam Altman and Janette Sadik-Khan. Possible paints an optimistic portrait of the world we can create through science, policy, business, art and our shared humanity. It asks: What if everything goes right for once? How can we get there? Each episode also includes a short fiction story generated by advanced AI GPT-4, serving as a thought-provoking springboard to speculate how humanity could leverage technology for good.",
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"radiolab": {
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"reveal": {
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"info": "Created by The Center for Investigative Reporting and PRX, Reveal is public radios first one-hour weekly radio show and podcast dedicated to investigative reporting. Credible, fact based and without a partisan agenda, Reveal combines the power and artistry of driveway moment storytelling with data-rich reporting on critically important issues. The result is stories that inform and inspire, arming our listeners with information to right injustices, hold the powerful accountable and improve lives.Reveal is hosted by Al Letson and showcases the award-winning work of CIR and newsrooms large and small across the nation. In a radio and podcast market crowded with choices, Reveal focuses on important and often surprising stories that illuminate the world for our listeners.",
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},
"rightnowish": {
"id": "rightnowish",
"title": "Rightnowish",
"tagline": "Art is where you find it",
"info": "Rightnowish digs into life in the Bay Area right now… ish. Journalist Pendarvis Harshaw takes us to galleries painted on the sides of liquor stores in West Oakland. We'll dance in warehouses in the Bayview, make smoothies with kids in South Berkeley, and listen to classical music in a 1984 Cutlass Supreme in Richmond. Every week, Pen talks to movers and shakers about how the Bay Area shapes what they create, and how they shape the place we call home.",
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