Starting slowly around Thanksgiving and running headlong into the December holidays, sales of this versatile and beautiful book escalated into the thousands. Of course, getting it out into many local shops and having it featured in a prominent Boston Globe article helped a great deal. But most importantly, word of mouth and individual promotion increased sales to such an extent that the Cookbook Committee is now putting in its order for a second printing. Out of 5000 books printed, there are now fewer than 900 left.

From Revolutionary Recipes: Asparagus and Yellow Bell Pepper Salad with Balsamic Vinaigrette 1-1/2 pounds asparagus, trimmed 1/2 cup olive oil 4 cloves garlic, flattened 1/4 cup balsamic vinegar or 3 tbsp red wine vinegar 1 tbsp dark brown sugar Salt and freshly ground pepper, to taste 1 head radicchio, thinly sliced 1 large yellow bell pepper, finely diced Cook asparagus in large pot of boiling, salted water until just tender but still firm to bite, about 3 minutes. Drain. Transfer asparagus to bowl of ice water and cool. Drain well. Heat olive oil in heavy, small skillet over low heat. Add garlic cloves and saute until light brown, about 10 minutes. Add balsamic vinegar and cook 2 minutes. Add sugar and stir until dissolved. Season to taste with salt and pepper. Discard garlic. Arrange radicchio on large platter. Top with asparagus. Sprinkle bell pepper over radicchio and asparagus. Spoon enough dressing to coat. Serve, passing remaining dressing separately. Serves 6

The promotion and the marketing of the book have been relentless. The campaign included an event at the North Bridge, an appearance by Louisa May Alcott (a.k.a. Jan Turnquist, Executive Director of Orchard House, photo below right) at the Auxiliary's Annual Meeting, a great display at Idylwilde Farm with recipes from the Cookbook at their take-out service, an official launch with goodies made from Cookbook recipes at the hospital, a sales table at Gould's Clothing in Acton and many community events and get-togethers.

"It just took off and started flying off the shelves," says Beth Neeley-Kubacki, co-chair of the Cookbook Committee. "We couldn't keep up with all the delivery requests."

There was also significant support from the local press, especially Betsy Levinson of The Concord Journal, who helped promote Revolutionary Recipes with a great profile on the book, the recipes and the Committee that worked on it over such a long period.

Probably the most significant promotion was done by individuals on the Committee and members of the Auxiliary who told their friends, brought it to their community meetings and sports events and purchased it as a gift for family and loved ones. It was not uncommon for people to buy 20 books or more at a time for holiday gifts. Auxiliary members also got the ball rolling early by placing over 700 orders over the summer before the book was even printed.

And is the Committee now resting on its laurels after all this hard work? Not at all. They are continuing to meet weekly, making corrections and adjustments for the next printing and coming up with new promotional ideas. The Committee will likely enter the book in the Tabasco Award competition in the fall.

"We'd really like to go national with this gem," says Beth. "The regional flavor of this book is a plus, especially because of its historical context. Don't forget, Easter is coming, then Patriot's Day and Mother's Day!" All great gift giving opportunities according to the Cookbook Committee.

To get a copy, send $24.95 + $5.00 (for each book) for shipping to Emerson Hospital Auxiliary, 133 ORNAC, Concord, MA 01742 or e-mail cookbookorder@aol.com.

Photos: By Harley Freedman, courtesy of the Emerson Hospital Auxillary .
Background: Hometown Websmith.