Building a following with social media, expanded

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by Lacey Griebeler, Chef Magazine

This article is the expanded version of "All atwitter" (page 7) in the March/April 2010 issue of Chef Magazine.

Does Twitter have you in a tizzy? Are you frustrated by Facebook? Don't fret! You can easily build a presence online in about 15 minutes a day, according to social media expert Amanda Vega of Scottsdale, Ariz.-based Amanda Vega Consulting, and author of the do-it-yourself public relations book PR in a Jar (2008, Pink Porsche Productions).

Vega has experience with businesses of all sizes, as her company has consulted for everything from large corporations and ad agencies to mom-and-pop retailers and independent restaurants. Here, Vega explains to Chef Magazine why social media is important for a restaurant, and she shares some quick tips for success online.


Chef Magazine: What is the top reason why restaurant operators and chefs should invest time and energy in social media?
Vega: Social media is about one thing: connecting with people. So instead of thinking of social participation as a way to gain "advertising" or to sell something, think of it as a way to connect with your customers and potential customers while both building [and] extending your brand and getting some search engine and potential press love at the same time. Chefs are sort of the "prize" in a restaurant--especially to a high-end consumer or a zealot. That's why the "chef's table" is so desired. People gain a whole knew passion for a restaurant if they see the human behind the art. Restaurants need to connect, as people, with other people. It's great marketing, great market research--if your lamb sucks, you'll find out on the Web--and great form. It's all about connecting.

Chef Magazine: What are some of the ways a restaurant can build business by utilizing social media?
Vega: Twitter is pretty useful to exchange pleasantries and build a brand. Remember: Chatter about all things, not just your restaurant. A fan page on Facebook doesn't usually bring too much new business, but it is an excellent way to keep in touch with your fans, who then tell their friends and create new fans. Give specials only online. That drives communication. We have a restaurant client, The Market Bistro in Phoenix, Ariz., who uses social media in great ways. He will chat with followers on Twitter, and for example, he has seen a tweet from a follower saying how hungry he was and how he was too busy to stop and eat. The owner, Jim, noticing where the follower was, surprised him by dropping off sandwiches for him and all of his staff. Way to build customer loyalty and shine with new potential customers.

Chef Magazine: How can a chef create and maintain a public image using digital tools like blogging, Facebook and Twitter?
Vega: Again, I use Market Bistro as an example. The owner has connected with people about all things he is interested in, which drives his brand. People want to connect with people, not brands. So the owner chats on Twitter and Facebook about all interesting things that people connect on: cars, family, kids, sports and finally food. The followers resonate with him because he's never selling them anything--and that's the key. You would never enter a party and walk up to someone and say, "Buy this, buy this," so don't do it online. You can build a solid public image by chatting about the things that represent the brand--which are usually the passions of the people inside the brand.

Chef Magazine: Many of our readers are independent operators without a corporate arm to do the promoting for them. With that in mind, how can an independent restaurant operator create a social media plan that they can stick to?
Vega: You have to be mindful of your time. I say the first and easiest things are to set up Twitter and chat three to five times a day for about 15 minutes. That's all it takes. The Facebook page should be created alongside, collecting info from your patrons in some way so they can join. Independents have waitstaff--incentivize waitstaff to tweet, etc., while there's downtime, and/or encourage them ... to be active and positive in social media.

Chef Magazine: What are some tactics a chef can use to stand out in all the social media hum?
Vega: He needs to have some interest other than himself. Showing your personality is what makes you stand out.

Chef Magazine: Anything else you'd like to add?
Vega: The most important thing is that you think of social media as that: social. Don't get bogged down in tools and time. Just start talking as you would at a party. People will naturally find out what you're selling [or] doing.
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Gourmet & Grapes 2010 event to raise funds for cancer center

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The second annual Gourmet & Grapes fine food and wine event at the Kiawah Island Golf Resort in Kiawah Island, S.C., will raise money for the Hollings Cancer Center at the Medical University of South Carolina. The event, which takes place April 30 to May 2, will be headlined by chef Patrick O'Connell of The Inn at Little Washington (pictured in his restaurant, below), Washington, Va., and also features chef Todd Gray of Washington, D.C.'s Equinox restaurant, Italian winemaker Renato Spanu and some of the world's best winemakers and Charleston, S.C.'s top chefs.


For more information, visit www.kiawahresort.com/special-events/gourmet-and-grapes.php.
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Bush Brothers launches Grade Me Recipe Contest

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Bush Brothers today launched the Grade Me Recipe Contest for foodservice professionals. Contestants have until May 14 to submit an original side dish that incorporates at least one Bush's Best product to www.grademerecipecontest.com. Anyone who visits the Grade Me Recipe Contest Web site can vote on the entries using an A to F scale. Contestants will have the chance to win $5,000 or an XL Big Green Egg grill in addition to being showcased as a Bush Brothers featured chef.

Voting ends May 31, and the winners will be notified by June 11. For more information, visit www.grademerecipecontest.com.
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The Standard's Zeitouni wins SoBe Idaho Potato Challenge

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Chef Mark Zeitouni of The Standard Spa and Hotel, Miami Beach, Fla., won first place in the Idaho Potato Commission's (IPC) Side Dish Challenge at the fourth annual South Beach Wine and Food Festival’s Burger Bash, hosted by celebrity chef Rachael Ray.

(l to r) Rachael Ray; Art Ginsberg, aka "Mr. Food;" chef Mark Zeitouni; and Frank Muir, president and CEO of the IPC

Zeitouni's Homemade Tater Tots, a simple interpretation of the beloved childhood favorite, won him first place and a $5,000 donation made on his behalf by the IPC to Florida International University. The dishes were judged on a five-point scale based on: use of product, originality, presentation and flavor.

Photo courtesy of Marcelo Ibanez

Homemade Tater Tots
Mark Zeitouni, chef, The Standard Spa and Hotel, Miami Beach;
wine pairing by Marlene Rossman

Chef's note: Be sure to complete the recipe from start to finish without letting the potatoes get cold. It is the warm starch from the barely cooked potatoes that holds the tater tots together.

Yield: 4 servings

2 large Idaho russet potatoes, washed thoroughly
2 shallots, peeled
6 parsley sprigs, picked and roughly chopped
4 scallions, green part only, chopped
Pinch ground white pepper
Pinch ground sea salt
Vegetable oil for frying

Method (1) Preheat oven to 350°F. Place potatoes on baking pan, and cook for 20 minutes or until potatoes barely give when squeezed. Remove from oven, and set baking pan on top of oven to keep warm for another 20 minutes. (This will allow the center of the potatoes to barely cook so they will not turn brown after shredding. The goal is to have the potatoes barely cooked but not to the point that they turn to mashed potatoes when grated.) (2) Peel potato skin back using a butter knife or similar knife. Try not to remove any of the flesh underneath the skin, as it will help bind the tater tots. (3) Using either a shredder attachment on a food processor or a hand grater, shred potatoes into a bowl. Then press shallots through shredder attachment or dice finely if doing by hand. (4) Add shallots, parsley, scallions, pepper and salt to bowl; mix thoroughly. The mixture should still be warm and sticky to the touch. At this point, the potatoes can either be pressed into a cookie sheet to 1" thickness or hand formed into balls of 1" thickness. Wet your hands or rolling pin so the starch will not stick. Once formed, allow to cool. (5) Press onto cookie sheet and cut into 1"-by-1" squares. (6) Heat deep fryer or sauté pan with half inch of vegetable oil to medium high heat, and carefully place tater tots in oil. Turn potatoes so all sides are cooked evenly to golden brown. Season lightly with a pinch of sea salt, and serve.

Wine pairing: Navarro Vineyards Chardonnay 2007 (California)
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Barry Callebaut: Calling all chocolate professionals

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Cocoa and chocolate provider Barry Callebaut is calling on all chocolatiers, pastry chefs and other chocolate professionals to apply to compete in the U.S. national selections for the 2011 World Chocolate Masters in Paris. The theme of the national competition is "Cocoa, Quetzalcoatl's Gift."

The winner of the national competition will be named U.S. National Chocolate Master and will represent the United States and compete against representatives from approximately 20 other countries at the 2011 World Chocolate Masters competition for the title of World Chocolate Master.

The deadline to submit an application for the U.S. nationals competition is March 31. For more information, visit www.barry-callebaut.com.
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New hires roundup

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From executive chefs and sous chefs of restaurants, hotels and catering companies to pastry chefs, meat ambassadors and food scientists, Chef's Stirrings has rounded up the latest foodservice industry hires from around the country.

BETHESDA, Md.--Doubletree Hotel Bethesda hired Giovanni Caporicci as director of food and beverage. In this role, Caporicci will promote the hotel's various dining options and will oversee its new executive meeting center and banquet facilities. Caporicci previously was the corporate food and beverage resource for Dolce Hotels and Resorts.

BOSTON--The Back Bay Hotel has appointed Raymond Southern executive chef of the Stanhope Grille. Southern, a Canada native, has worked as an executive chef throughout Europe, South America, Central America, Grand Cayman and St. Marten, as well as aboard multiple international cruise ships.

CHICAGO--Kurt Mittelberger has joined The InterContinental Chicago as executive chef, where he will oversee the hotel's different food and beverage outlets including Zest restaurant and the Lobby Bar. Mittelberger most recently worked as executive sous chef at the Hyatt Regency Chicago and brings more than 20 years' experience to the InterContinental. Blue Plate hired Matt Lyon as chef de cuisine, where he will head up menu development and kitchen management for the Chicago catering company. Lyon, an 11-year industry veteran, joins Blue Plate from Wolfgang Puck Catering and Special Events, where he was executive chef.

COCONUT GROVE, Fla.--Former Mar-a-Lago-Club executive chef Jeff O'Neill has joined Gibraltar at Grove Isle Hotel & Spa as executive chef. Gibraltar debuted in December 2009 after Grove Isle underwent a more than $1 million renovation.

DELRAY BEACH, Fla.--Jason Zeller, the former executive chef at The Turtle Creek Club in Tequesta, Fla., has joined The Hamlet Country Club as executive chef. Zeller is a 16-year veteran of the restaurant and hospitality industry.

ELGIN, Ill.--John B. Sanfilippo and Son Inc., which owns the Fisher Nuts brand, has recently added two food industry professionals to its executive team. Robson Ehioba joins JBSS as corporate microbiologist. He has more than 20 years' experience at food industry companies such as the Thomas J. Lipton Co., Abbott Nutrition and Campbell Soup Co. Everett "Ed" Dudley joins JBSS as director of innovation. He most recently worked at a Chicago-based food and beverage consultancy as director of research and development and sensory evaluation.

LOS CABOS, Baja California, Mexico--Las Ventanas al Paraíso, a Rosewood Resort, has promoted The Restaurant sous chef Victor Palma Guadarrama to executive sous chef. Guadarrama has been with Las Ventanas since 2006 and, all told, has 17 years of culinary experience.

MIAMI BEACH, Fla.--Anastazia N.C. Carter has been named the pastry chef of Wish restaurant at The Hotel, where she will roll out a new menu of sweet and savory desserts. Carter previously served as pastry sous chef at Steak 954 at the W Hotel, Fort Lauderdale. Marc Vidal has joined Soleá at the W Hotel in South Beach as executive chef. He most recently was chef at Por Fin Restaurant & Lounge in Coral Gables, Fla.

NEW YORK CITY--John Doherty, the former executive chef of the Waldorf=Astoria New York, has partnered with Certified Angus Beef (CAB) to serve as a quality ambassador. In this role, Doherty, who worked for 23 years at the Waldorf, will offer his views and experience on using the CAB brand from a restaurateur/hotelier perspective, speak with the press on behalf of CAB and represent the brand at industry events. Karim Guedouar has been named general manager of Adour Alain Ducasse at The St. Regis New York. Guedouar comes to Adour after spending nearly five years in San Francisco as general manager at Aqua restaurant. Caprice Holdings Group appointed Michael Hartnell executive restaurant chef at the newly opened Le Caprice at The Pierre. Hartnell, who has worked for Caprice Holdings the past six years, most recently was head chef of Daphne's in Barbados.

PARADISE VALLEY, Ariz.--Jeremy Pacheco has been named executive chef at Lon's at The Hermosa. Before accepting this position, Pacheco was chef de cuisine at Society Café Encore in Las Vegas.

SACRAMENTO, Calif.--Red Hawk Casino has appointed Tracy Mimno as its general manager. Mimno, who starts in her new role this month, previously was CEO of Peppermill Resort Casino in Reno, Nev.

SCHAUMBURG, Ill.--James Papadopoulos has been appointed chef de cuisine at Sam & Harry's Steakhouse at the Renaissance Schaumburg Hotel & Convention Center. He joined Sam & Harry's culinary team more than a year ago to help with its launch. Before that, he worked under chef Jean Marie Martel of 1401 West Restaurant at the Chicago Oak Brook Marriott.

TEMECULA, Calif.--Ponte Family Estate Winery has appointed Frank Miller executive chef of Smokehouse Restaurant. Miller brings 30 years of culinary experience, most recently as a personal chef for recording artist Mary J. Blige, Major League Baseball player Gary Sheffield and Def Jam Records founder Rick Ruben.

WASHINGTON, D.C.--José Andrés Catering with Ridgewells, a partnership between chef José Andrés and Ridgewells Catering, named Katsuya Fukushima executive chef and Tiffany Dunn catering manager. Fukushima most recently was executive chef of special projects for Andrés' ThinkFoodGroup. Dunn also joins José Andrés Catering from ThinkFoodGroup, where she established a special events department. Dunn will work closely with Fukushima on product development and client retention.
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Prego Ristorante rings in 25th year with prix-fixe dinner

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Prego Ristorante, Irvine, Calif., is celebrating its 25th anniversary this month by offering a three-course, prix-fixe dinner through March 31 priced at $19.85--an homage to its opening in 1985.


Executive chef Ugo Allesina's menu offers items from Prego's original menu including rotolo di formaggi e verdure, spaghetti alla carbonara, salsiccia luganega (Italian sausages) and tiramisu. Each course can be paired with a selection of wines from the restaurant's list that features Italian and Californian wines. For more information, visit www.pregoristoranti.com.
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Chef cookbooks to satiate all tastes

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by Maggie Shea, Chef Magazine

Whether you want to travel the globe tasting international dishes, learn the culinary masters' picks of who the next big chefs will be, pull up a chair in chef Rick Tramonto's home kitchen or learn how to launch a pastry shop with homemade sweets--Chef's Stirrings has compiled some of the latest cookbooks from chefs who've seen and done it all. And for a small sample of what the authors are cookin', we've included a recipe from each of the books.

Flying Pans: Two Chefs, One World. It's no secret that chefs Bernard Guillas and Ron Oliver, of The Marine Room restaurant at La Jolla Beach and Tennis Club, love to travel. Both have been trotting the globe since they were young, sampling the flavors of such places as Morocco, Turkey, Fiji, Brazil, Portugal, Vietnam and Japan. In their first cookbook, Guillas and Oliver take readers along on their travels through a collection of travel anecdotes and international recipes with mouthwatering photography by Gregory Bertolini. The conversational tone and kitchen-tested recipes encourage the home cook to fearlessly venture into new culinary territory.

Photo courtesy of Gregory Bertolini

Singapore: Blue Crab Eggplant Cakes with Radish Salad and Turmeric Tangerine Butter
Bernard Guillas, executive chef, The Marine Room, adapted from Flying Pans: Two Chefs, One World, page 114, with wine pairing by Marlene Rossman

Yield: 6 servings

1 1-lb. eggplant
2 large eggs, beaten
1/2 c. crème fraîche
2 T. chives, minced
1/8 t. cayenne
1/8 t. ground cumin
1 lb. jumbo lump blue crabmeat, shelled
1/2 c. almond meal
Sea salt and freshly ground black pepper, to taste
3/4 c. breadcrumbs
1/4 c. cornmeal
1/4 c. parsley, finely chopped
2 T. olive oil
Olive oil spray, as needed
Radish Salad (recipe follows)
Turmeric Tangerine Butter (recipe follows)

Method (1) Preheat oven to 350°F. Puncture eggplant 10 times with tip of knife. Microwave 5 minutes, or until tender. Cool. Cut off stem end, and peel off skin. Chop flesh, and transfer to colander to drain. (2) In mixing bowl, combine eggs, cream, chives, cayenne and cumin. Gently fold in crabmeat, eggplant and almond meal. Season with salt and pepper. Divide mixture into 6 portions. (3) Combine breadcrumbs, cornmeal, parsley and olive oil in mixing bowl. Grease baking sheet with olive oil spray. Place 3-inch round cookie cutter on baking sheet. Evenly spread 1 heaping T. breadcrumb mixture in ring. Tightly pack crabmeat into ring. Spread 1 heaping T. breadcrumbs atop. Remove ring. Repeat process, leaving 2" between each cake. Spray top of cakes with olive oil spray. Bake 10 minutes or until hot in the center. (4) Transfer crab cake to warm serving plate. (5) Arrange Radish Salad atop, and spoon Turmeric Tangerine Butter around.

Radish Salad
1 cucumber
1 green apple, cored
6 large radishes
1 T. lemon juice
1/4 c. mint leaves, julienned
1/4 c. cilantro leaves
1 T. sesame oil
Sea salt and freshly ground black pepper, to taste

Method (1) Peel, seed, and thinly slice cucumber. (2) Cut apple and radishes into 1/8"-thick slices. Cut slices into matchsticks. Transfer to mixing bowl. (3) Toss apples and radishes with sliced cucumber, lemon juice, mint, cilantro and sesame oil. Season with salt and pepper.

Turmeric Tangerine Butter
1/4 c. shallots, chopped
1/4 t. ground turmeric
3 tangerines, zested and juiced
1 T. white vinegar
2 sprigs fresh thyme
2 T. heavy cream
1/2 c. unsalted butter, cut into 6 pieces
Sea salt and freshly ground black pepper, to taste

Method (1) Add shallots, turmeric, tangerine zest, tangerine juice, vinegar and thyme to saucepan over medium heat. Reduce by 2/3. (2) Swirl in cream. Bring to boil. Reduce heat to simmer. (3) Vigorously whisk in butter, one piece at a time, until fully incorporated. Do not let boil. Season with salt and pepper. (4) Strain through fine sieve. Set aside, and keep warm.

Wine pairing: Amity Pinot Blanc 2007 (Oregon) is a crisp, juicy, Pinot Blanc with tropical fruit flavors that will pick up on the citrus and contrast with the creaminess of the crab cakes.


Coco: 10 World-Leading Masters choose 100 Contemporary Chefs. As its title suggests, this is no ordinary cookbook. In Coco, 10 culinary "masters"--including Ferran Adrià, Mario Batali, Alice Waters, Shannon Bennett, Alain Ducasse and Yoshihiru Murata--select 100 up-and-coming chefs, each of whom is profiled, praised and photographed. We get a sense of who they are as chefs and what their culinary style is, thanks to the wealth of information tucked inside this fascinating 448-page culinary encyclopedia. And with more than 500 recipes, we can attempt to recreate what the top 110 culinary minds of this moment might serve us.


Pork Neck with Succotash
David Chang, chef/owner, Momofuku, adapted from Coco, page 77, with wine pairing by Marlene Rossman

Yield: 4 servings

300 g. kosher salt
270 g. sugar
6 L. hot water
2 bay leaves
25 g. black peppercorns
6 L. cold water
10 g. pink salt
1 pork neck
100 g. ground (minced) smoked, thin-cut pork belly
12 g. chanterelle mushrooms
250 g. lima (butter) beans
175 g. corn (sweetcorn) kernels
Butter, for sautéing
1 T. tarragon, chopped
4 mL. buttermilk
120 g. butter
130 g. arugula (rocket)

Method (1) Mix salt, sugar, hot water, bay leaves and black peppercorns. (2) Mix the cold water with pink salt. (3) Add pork neck, and cover; confit 5 hours at 300°F. (4) When tender, press between 2 sheet trays. Portion into serving size pieces. (5) Crisp on a griddle or pan to heat through. (6) Sauté the pork belly, chanterelles, lima beans and corn in a pan. (7) Finish with a pinch of salt and pepper, chopped tarragon, buttermilk, butter and arugula. (8) To serve, pile some succotash on a plate, and top with crispy pork neck.

Wine pairing: Duckhorn Pinot Noir "Migration" 2007 (California) is a ripe, silky Pinot Noir with classic cherry, plum and baking spice flavors that pair beautifully with the earthiness of the pork and chanterelles.


Steak with Friends: At Home, with Rick Tramonto. Chef Rick Tramonto, of Tru in Chicago and Tramonto's Steak and Seafood in Wheeling, Ill., invites readers to pull up a chair in his home kitchen in his seventh cookbook. He offers 150 easy-to-follow recipes geared toward the home chef that reproduce the flavors of the high-end steakhouse food he's known for. He emphasizes proper selection and preparation of steaks and includes drink recipes and even music suggestions to play while you cook. The book is warmly accented throughout with light-hearted anecdotes and photography of Tramonto and his family.

Bread Pudding with Gruyère and Shiitake Mushrooms
Rick Tramonto, chef/partner, Tru, Chicago, adapted from Steak with Friends: At Home, with Rick Tramonto, page 225, with wine pairing by Marlene Rossman

Chef Tramonto says, "I like to surprise my friends with savory bread puddings; most people expect bread pudding to be sweet, and so this is a conversation starter. Essentially it is just another form of bread stuffing or dressing and is therefore a great way to use leftover brioche or any good, rustic bread. Have fun with the ingredients--you can add sausage or bacon to the pudding or use different herbs and other kinds of mushrooms. Let your imagination run wild!"

Yield: 12 servings

6 T. unsalted butter, divided
1 lb. shiitake mushroom caps, thinly sliced
2 large (about 2 c.) leeks, white and some green parts, trimmed and chopped
1 T. garlic, minced
1 T. thyme leaves, chopped
Kosher salt and freshly ground black pepper
1/4 c. white wine
12 slices brioche bread, about 1/2" thick, torn into rough 1" pieces
1 c. Gruyère cheese, grated and divided
1 c. Parmigiano-Reggiano cheese, grated and divided
3 c. half and half
2 T. sherry, Madeira, brandy or Cognac
5 large eggs

Method (1) Butter an 8" square baking pan with 3 T. butter. In a large sauté pan, melt remaining 3 T. of butter over medium-high heat. When melted, add the mushrooms and leeks; sauté for 2 to 3 minutes, until softened. Stir in the garlic and thyme, and season to taste with salt and pepper. (2) Add the wine and stir with a wooden spoon, scraping up browned bits from the bottom of the pan. Cook over medium heat for 2 to 3 minutes, until nearly all the liquid evaporates. (3) Transfer to a large mixing bowl, add the bread, 1/2 c. Gruyère, and 1/2 c. Parmigiano-Reggiano, and toss well. Transfer to prepared baking pan. (4) In a small bowl, stir half and half with sherry. Add eggs, and whisk well. Season with salt and pepper, and pour over the bread. With the back of a spoon or spatula, press gently on bread to insure it is completely submerged. Cover with plastic wrap, and refrigerate for at least 2 hours or up to 6 hours. Preheat oven to 350°F. (5) Top bread pudding with remaining 1/2 c. Gruyère and 1/2 c. Parmesan, spreading cheese evenly. Cover loosely with foil, and bake for about 1 hour. Remove foil and bake 20 minutes longer, or until pudding is golden brown. Let pudding cool for a few minutes before cutting into 2" squares for serving.

Wine pairing: A creamy Chardonnay with ripe peach and pear flavors, Chalk Hill Estate Chardonnay 2007 (California) will meld beautifully with the Gruyère and Parmesan in the savory bread pudding.


The Modern Café. This book is the first comprehensive reference for the aspiring café owner who doesn't want to miss the slightest detail. Chef Francisco J. Migoya, assistant professor at the Culinary Institute of America, has created the definitive volume for the successful, modern café. In addition to the nearly 250 recipes and more than 100 flawless photographs, The Modern Café extensively instructs on each component of the bakery, the pastry shop, the savory kitchen, beverages, the retail shelf, finances, human resources, food production and even décor. Migoya demonstrates all the essentials in order to run a successful café in the time of the increasingly informed, sophisticated and busy consumer.

Shortbread Cookies
Chef Francisco J. Migoya, the Culinary Institute of America, adapted from The Modern Café, page 282, with wine pairing by Marlene Rossman

Chef Migoya says, "These cookies originated in Scotland in the sixteenth century, and they were originally shaped into a round disc and then cut into triangles, as you would with a pizza."

Yield: 24 cookies

2 lb. 4.96 oz. all-purpose flour
5.29 oz. rice flour
0.63 oz. salt
1 lb. 15.75 oz. butter, soft
15.87 oz. sugar
Superfine or bakers' sugar, as needed

Method (1) Place a 1/2"thick Plexiglas frame on top of a sheet pan lined with silicone paper. (2) Sift flours and salt together. (3) Cream butter and sugar together in an electric mixer fitted with the paddle attachment until just incorporated. Make sure not to cream the mixture for too long. (4) Add sifted dry ingredients to butter-sugar mixture. Mix on low speed until just incorporated. (5) Roll dough out to fit into the frame on prepared sheet pan. Chill until dough has hardened. (6) Preheat a convection oven to 320°F. (7) Cut cookies into 2" circles using a round cutter. Dock dough with a fork in an "X" pattern, making sure the fork goes all the way through the dough. (8) Place cookies on a sheet pan lined with parchment paper, and sprinkle enough superfine or bakers' sugar on them to coat the surface. If cookies are soft, chill them. These cookies need to be very cold, almost frozen, to bake properly. (9) Bake until they are golden brown around the border. (10) Cool to room temperature. If cookies are baked properly, they will keep for up to 5-6 days in an airtight container at room temperature.

Wine pairing: Murphy Vineyards Late Harvest Sauvignon Blanc 2008 (California), a spectacular dessert wine to have with dessert, exudes jasmine, melon and tropical fruit flavors that simply dance with the shortbread!
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