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Tastemakers

    In his 2009 book Save the Deli , Canadian journalist David Sax rhapsodized about great Jewish delicatessens. His new book The Tastemakers digs deep into the nature of food fads, as Sax lays bare the sneaky cultural forces that make us crave certain dishes (remember cupcakes?) for a season.
    W hen my taxi pulled up to the University of Illinois at Chicago Forum on the cold Saturday morning I flew in from DC, a crowd of several dozen people were already milling about outside, cradling coffees in their hands as they formed the start of a line. From a nearby tent the deli meat company Eckrich was handing out slices of five different delicatessen meats that had been infused with bacon. A banner proclaimed this “The Best Idea Ever,” and they were scarcely able to open the packages quick enough for the hungry crowd that rushed to devour them. Inside the doors of the building several dozen volunteers were lined up behind long registration tables, ready to process the thousands who would soon arrive, ravenous and ramped up for greasy delights at the sold-out event called Baconfest.
    The sprawling twenty-two-thousand–square foot floor of the Forum’s event hall was abuzz with activity. Six long tables, each stretching the length of the room, had been taken over by eighty-two local restaurants and bars, beer and liquor companies, and other vendors. Another eighty waiters and bartenders, working for the catering company Sodexo, wandered like lost children in black shirtswhile chefs, cooks, bakers, and owners scrambled to get ready. Pallets of beer kegs were being pushed around to all corners of the room, as James Brown played over the sound system. Along the back wall a giant screen was flashing the Baconfest logo: Chicago’s sky blue–and-white flag with red stars, rendered to look like a strip of bacon. Everywhere I looked people were carrying in trays, casseroles, Tupperware containers, and pulling huge hand carts piled with mountains of cooked bacon. Michael Griggs, one of the founders and organizers of Baconfest, now in its fifth year, was busy running around with a walkie-talkie, trying to corral the activity into some semblance of order.
    â€œHey,” said one of the chefs from the restaurant Belly-Q, who literally stepped in front of Griggs’s path to get his attention, “we have a fryer going. Can we leave the hot oil in or take it with us?”
    â€œTake it with you,” said Griggs over his shoulder as he blew past the chef and kept moving on to the next issue.
    One by one the restaurants turned on their portable griddles and ovens, reheating their bacon creations, which ranged from simple candied strips of bacon to concoctions like bacon-spiked bloody Marys, bacon peanut butter macarons, bacon cupcakes, bacon pineapple donuts, bacon pizzas, bacon biscotti, chicken-fried bacon, bacon meatballs, and bacon cotton candy, to name just a few. Puffs of bacon vapor were visibly rising into the air, settling down a few minutes later as a fine mist of aerosolized bacon grease that clung to every possible surface. In the corner of the hall a chef from one of the restaurants walked up to a table run by Jones Dairy Farm, one of the few dedicated bacon producers attending Baconfest. They had hung a whole slab of bacon, several feet long, from a rack next to their table, while a glistening warm pork belly rested on a carving board, lit up by a heat lamp like a Broadway diva. “Look at how beautiful this is,” said the chef, who was tapping his fingertips together rhythmically like Mr. Burns plotting something diabolical. “I’m like a moth to a flame. Or a fat guy to a slab of bacon.”
    At 11:30 the doors opened to 150 advance guests. These VIPs had paid $200 each for tickets that allowed them to enter an hour earlier than the rest of the 1,500 Baconfest attendees (whose general admission tickets still cost $100 each). All of the event’s three