Local Industry Spotlight: Sam the Cooking Guy

Sam the Cooking Guy is no pretentious chef; he’s a laid-back San Diego local turned celebrity cook who continues to keep it real in his Carmel Valley kitchen even as his TV shows spread across national airwaves.

With no travel or television experience, Sam quit his biotech job in 2001 to host a travel show. When the tragedy of 9/11 hit, Sam switched his focus from travel to cooking and began climbing the charts, one segment at a time. “Sam the Cooking Guy” is his 30-minute show known to be an irreverent mix of humor and easy-to-replicate recipes. Sam’s ‘big in taste and small in effort’ philosophy has landed him “Just Cook This! with Sam the Cooking Guy” on Discovery Health, frequent guest spots on “The Today Show”, and his first cookbook.

And if that didn’t keep him busy enough, Sam the Cooking Guy was the spokesperson for Fresh Express Seasonal Salads, the title sponsor for San Diego Restaurant Week this September.

You’ve seen the show and no-doubt adore his simple and tasty recipes, but you still may not really know the man in the kitchen. On September 9, Sam invited select San Diego foodies and lucky media members for a mellow luncheon at his home. We got to hang with Sam, try his favorite Fresh Express salad creations, and snoop around his famous kitchen. Jealous? Don't worry, I was looking out for you guys...

From his opinion of San Diego restaurants to the best seasonal ingredients for fall, get to know Sam the Cooking Guy.

DiscoverSD: What do you love about living in San Diego?

Sam: I really like the casual attitude for almost everything, including business. It’s kind of a ‘flip flop’ lifestyle - and I love that.

DSD: What are 3 things viewers don’t know about what really goes on in your San Diego kitchen?
S: I do my own prep AND cleaning. I keep a messy fridge - not dirty, but messy and unorganized. I just open it and put stuff anywhere and that drives Kelly crazy. I’m obsessed with my coffee machine (I have an Ena 5…a really great automatic thing that makes amazing espresso) and am constantly cleaning it.

DSD: Along with Fresh Express, you helped spread the word about San Diego Restaurant Week this September. Why is this event important to San Diego?
S: Obviously it’s a great way for people to try new places at a great price, and definitely a boost for the restaurants themselves - but the diversity of the restaurants involved really shows locals how far the food scene has come in San Diego.

DSD: Have your opinions of local chefs changed since you began your show?
S: Absolutely - it’s not just about hanging out a sign anymore. The bar has been raised by so many great chefs doing such great work, that the competition is more significant than ever. And many of those chefs are trying to concentrate on environmentally important issues, like sourcing locally grown food, organics and sustainability.

DSD: When you’re not cooking in the kitchen, where can we find you in San Diego?
S: The only shopping I like to is grocery shopping. And I’ll go pretty much anytime, anywhere. But I prefer Asian markets like Mitsuwa, Zion Marketplace and Ranch 99. And we really like hanging out with friends and family here - and eating. There’s always eating…

DSD: You’re known to be blunt and keep it real in the kitchen. So tell us … what really makes Fresh Express different from other packaged salads we can buy in the grocery store?
S: I used to call them all just ‘bag salads, as in “hey honey, grab a bag salad at the store.” But these new ones from Fresh Express are more like they came from a restaurant. They’re all those cool greens a restaurant would serve, but regular people wouldn’t put together - or even be able to find easily.

DSD: Fresh Express emphasizes seasonal ingredients. What are the best ingredients for the fall season?
S: Right now apples (always good), pomegranates, pumpkin, mushrooms, eggplant - and organics and eating locally are huge this fall.

DSD: We crave a refreshing salad more in the warm summer than during fall. How can you work with a salad to make it into a cold weather meal?
S: One of my favorite things to do is make a warm dinner salad. Either by serving something warm on top, like seared scallops, or even some just cooked steak - or warm the dressing and tossing the salad with that.

DSD: For picky eaters that typically pass on salad, what are some “exciting” ingredients to spice up greens and made you forget you’re even eating a salad?
S: Edamame, anything crispy (Asian noodles, tortilla strips, nuts) hearts of palm, bacon (in any form), interesting cheeses (feta and goat are wonderful), potatoes diced small and crispy tossed in.

DSD: For young professionals that never learned to cook growing up and now have little time to learn, what is your number one recommended recipe?
S: I think a simple seared piece of fish is always a great start. People think it’s hard to do, but it’s not - plus it has you eating in about 10 minutes. It’s a real confidence builder. Hot non stick pan, a piece of fish (halibut, sea bass whatever) lightly oiled and seasoned, seared for a few minutes on each side - then served with a simple little red pepper or tomato sauce, or even just a drizzle of really good olive oil. Perfect.

Insider Tip: Sam the Cooking Guy is judging the Fresh Express “undressed” salad recipe contest in San Diego. Fresh Express is looking for recipes that make the most of little to no salad dressing, allowing the flavors of the greens to shine through. They’re accepting entries through September 30, and 2 winners will receive $500. Details here.

Discover more about Sam at TheCookingGuy.com.