Word: emeril
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...creation myth, and the gourmet-food-truck movement has a really good one. In 1996, Roy Choi, a law-school dropout and a general disappointment to his Korean-immigrant parents, was watching the Food Network one afternoon, eating Cheetos while coming down from some serious drugs, when suddenly Emeril Lagasse started talking directly to him. "He came out of the TV," Choi recalls, "and said, 'Smell this. Touch this. Taste this. Do something...
Choi, now 40, was in no position to argue with an out-of-body Emeril experience, so he got off his couch in Los Angeles and enrolled in the Culinary Institute of America in Hyde Park, N.Y. He worked his way up to chef de cuisine at Los Angeles' Beverly Hilton and got fired as chef at Rocksugar, the Cheesecake Factory's attempt at Asian street food, before he found his calling in a kitchen on wheels.(See pictures of food truck meals...
...thinks there's a chance it might all come together--maybe when he finally talks to Emeril, whose people just called him to set up a meeting. "I'll meet one of the big boys and see if he'll ride with me on this mission to broaden the food landscape," Choi says. "It's 2010. Let's start feeding people. Let's get out there...
...from [90's TV chef] David Rosengarten's information-filled but unmoist monologues, delivered from a wobbly, faux- kitchen set. Though the recipes might often be the same then as now, presentation trumps content. Add that to the sexy hosts and kitchens, close-ups of food, fingers and lips, Emeril's 'oh yeah babe,' groans of pleasure from the hosts and the aroused audience, and its tough to argue against the analogy...
...when Discovery Networks launched environmental cable channel Planet Green last month, it hired lots of celebs, from former St. Elsewhere star Ed Begley Jr. to Entourage's Adrian Grenier to Leonardo DiCaprio. Later this month, star chef Emeril Lagasse debuts an organic-cooking show. Battleground Earth will pair rocker Tommy Lee and rapper Ludacris on an eco-buddy road trip...