Jenna Helwig's Cookbookery Collective Is A Community For Cookbook Lovers On Substack Dishing With Stephanie's Dish podcast

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Jenna Helwig's Cookbookery Collective is a community for cookbook lovers on Substack

11d ago 23:44

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Welcome to another episode of "Dishing with Stephanie’s Dish," the podcast for everyone obsessed with food, cookbooks, and the stories they tell. Today, host Stephanie Hansen sits down with Jenna Helwig —a true powerhouse in the cookbook world. You may know Jenna as the creator of the Cookbookery Collective newsletter

but she's also the food director at Real Simple magazine and a prolific cookbook author herself.

In this conversation, Stephanie and Jenna dive into their mutual love for cookbooks, discuss the enduring charm of print in a digital world, and explore the evolving landscape of cookbook publishing, from celebrity chefs to everyday cooks and influencers.

Jenna shares insights from her career, talks about the resurgence and diversity of cookbooks, and lets us in on what it’s like to balance her editorial roles at Real Simple and her Substack. They chat about memorable cookbooks from childhood, the pressure (and freedom) of home cooking, and the unique joys of discovering new recipes and makers.

Whether you're a cookbook collector, home cook, or just love a good food story, this episode is packed with inspiration, nostalgia, and plenty of practical wisdom. So grab your favorite cookbook, get comfy, and join us for a delicious discussion!

FULL EPISODE TRANSCRIPT FOLLOWS:

Stephanie Hansen:

Hello, everybody, and welcome to @DishingwithStephaniesDish, the podcast where we talk to people that are obsessed with food, cookbooks, and all things in the food space. And today, I'm speaking with Jenna Helwig, and I kinda came across her mostly on Substack, which I think maybe will make her be surprised. I found her as the creator of the cookbookery collective cookbook newsletter, and I was like, hey. You're into cookbooks. I'm into cookbooks. Let's talk about cookbooks. And we got the call set up, and then she said, oh, and by the way, I am the food director of Real Simple magazine. And I was like, oh, just that small detail that I literally did not even know about you.

I'm so embarrassed. Welcome to the program.

Jenna Helwig:

Thank you so much. Thanks for having me. And I'm thrilled that you found me through the substack because that's a newish thing for me, and I love that, you know, people are reading it.

Stephanie Hansen:

Yes. And I was so like, I'm just obsessed with cookbooks, and I am a cookbook writer. I'm on my second book that's coming up, and I read a lot about trying to get published and different points of view of cookbooks. And we have quite a few good cookbook authors that hail from the Midwest in the Twin Cities here. And you had, I think, done an interview with my friend Zoe from Zoey Bakes, which probably is how I found out about you.

Jenna Helwig:

That is probably right. Yes. Zoey. Also, I think of Amy Theilan. I know she's not right there, but she's, you know, in the vicinity. Right? So yeah. For sure. And Pinch of Yum, aren't they based in Minneapolis? So yeah.

Jenna Helwig:

They are. A good a good food thing going.

Stephanie Hansen:

Yes. And the Food Dolls just published their book. They have, like, 8,000,000 followers.

Jenna Helwig:

Amazing. I guess I've been through that interview. Yeah. And who is that?

Stephanie Hansen:

Sarah Kiefer, do you know her?

Jenna Helwig:

Oh, yes. Of course. Her cookies, baked goods. Yeah.

Stephanie Hansen:

Yeah. We are all from, the Twin Cities, and most of them have, like, specialty angles. Like, I am just a home cook, so that's sort of my point of view on the Midwest. But it has been a really great market to be in. And one of the things that I started a radio show about seventeen years ago, so we've talked a lot of these people along the way. And right when we started the radio show, you know, Facebook and Instagram were launching, and it's been such an interesting trajectory to see cookbook authors in particular. And, like, everyone's like, oh, print is dead. Like, magazines are dead.Publications are dead. And yet, you know, cookbooks are, in some respects, doing better than ever.

Jenna Helwig:

Yeah. I agree. I feel like they are thriving. I also feel like, you know, at least for me personally, and I do notice this though with a lot of other people that we are on our screens all the time, and we're kinda tired of it. So whether it's a cookbook or even a print magazine, like, there's just something so lovely about turning pages, just, like, shutting out everything else. No other notifications are popping up on your screen. So print is very special.

Stephanie Hansen:

Yeah. And it feels like you can have, like, personal one on one time with it because you can set your phone down and really immerse yourself in the story.

Jenna Helwig:

Yes. Exactly. We all need more of that.

Stephanie Hansen:

I think so. My food magazines too, you mentioned that you're the food director of Real Simple, and you guys are having your twenty fifth anniversary. Yes. And I literally before you sent me that text, I was, like, reading it. And I'm a subscriber, so I'm gonna hold up my copy here. Because I really I love food print too. I worked in the newspaper business, and I'm kind of a tactile print person also. And you had a really cool feature this month about what's the best takeaway you've ever gotten from Real Simple because you guys are in your 25th birthday. So I thought I'd ask you what your best takeaway is.

Jenna Helwig:

Oh my gosh. That's such a hard question. Alright. I I'm sure it's going to be food related, and I'm kinda gonna cheat and pick something from that month. I worked with Molly Ye on the beautiful birthday cake that's on the cover. And, you know, one of the things she did that I feel like I've used in other in other applications, but never for frosting, was she used instead of food coloring, freeze dried raspberry powder to make the beautiful pink frosting. And I just hadn't done that before, and it was so easy and such a kind of natural way to make something look so lovely.

Stephanie Hansen:

Yeah. That's funny because, yeah, and the cake, it's a it's a lemon poppy seed cake, and then it has like a a raspberry pink frosting on the outside and then raspberry jam on the inside. It really it also gives you a little bit of that raspberry flavor in the frosting, but it's not like super wet like it would be if you used real raspberries or also, like, super overly sweet if you used just jam.

Jenna Helwig:

You know what? That is exactly right because it lends that little bit of tartness to it too, and so it's just such a nicely balanced frosting.

Stephanie Hansen:

So you are a cookbook writer yourself.

Jenna Helwig:

Mhmm.

Stephanie Hansen:

I'm forgetting the name of your books. It's Minute Dinners or Dinner and

Jenna Helwig:

“Bare Minimum Dinners.” The most Bare minimum. Yes. “Bare Minimum Dinners”.

Stephanie Hansen:

I'm all for that. And you've had, a number of cookbooks, I think. Aren't you? Like, you've had a few more of that too.

Jenna Helwig:

Yes. So I've written five books. Three of them were more in the, like, family baby toddler space. I used to be the food editor at Parents Magazine. Sure. And so that was really how I kind of got into cookbook writing. I started with real baby food and then wrote one called baby led feeding. And I will say that is by far my best selling cookbook.

Jenna Helwig:

You know, it's still something we actually did a reissue a couple of years ago, so I did an updated version. It's still something that parents are finding, and that just makes me so happy.

Stephanie Hansen:

My neighbor who just had a baby, she's gonna be two, was obsessed with that book because I just she knows I write cookbooks, and I film a TV show in my house too. So I'm always bringing them food. And when she first had the baby, she showed it to me, and she was like, have you ever heard of this book?

Jenna Helwig:

And it was yours. Oh my gosh. That's amazing. Well, that's so great. I'm I that's a really hard time of life as I you know, just, like, trying to figure out no one really tells you how to feed your baby, which is strange. And so I think anything that I could do to make it just less stressful, that was always my goal with those books.

Stephanie Hansen:

And I think that there's so much to be said about just getting dinner on the table. Like, it's almost a political act these days just to, like, be working, be taking care of your mental health, be worrying about your social time with your kids, your family, your family, aging parents, and then all of a sudden every day someone is supposed to, like, be putting all these elaborate meals on the table, like, sometimes just even surviving a day without the food, and then you have this whole other stressor on top of it.

Jenna Helwig:

I could not agree more. I mean, which is why I thought of bare minimum dinners. Like, it's this idea, and we do this also in real simple. You know, it's very similar. They're like I call fussy the f word. I'm like, nothing fussy, you know, especially when we're talking about recipes in the magazine. Skip the garnish. Like, you know, there's you're not putting on a show for anyone.

You know? Just do what you can. That's really you know? But is it better or good is better than perfect. Done is better than perfect. Just get it done.

Stephanie Hansen:

And some people, like, because they feel like they're trying to live up to something in a Instagram photo, it prevents them from having a dinner party or, making food for a neighbor because maybe it's, like, not good enough. You know, just the sheer act of eating and providing food for your family, whoever your family looks like, or even just for yourself, you are gonna eat better. You're gonna have more control over what you eat. I have eaten at a million restaurants in my life, and I just find that I always feel so much better when I'm cooking at home.

Jenna Helwig:

I agree. I love to go out to eat. However, then if if I do that too much, I'm like, okay. I just need to reset at home. And, you know, I've also noticed that in some cookbooks, there has been this trend towards the food not being overly styled or the author doing that themselves and thinking about, like, Julia Tershen with her last book. You know, she photographed that herself, and the food looks great, but also real.

Like, you could do it. And, also the book Chinese Enough that I just featured in Cookbookery Collective. You know, those recipes just don't feel like nitpicked to death. You know? They're just very natural

Stephanie Hansen:

looking. I feel like we might see more of that. I photographed my own book, but it was simply out of necessity because I didn't have $20 to pay someone. So I said to the publisher, well, if my Instagram's okay, I'm gonna do, like, similar to that. Is that okay? And they were like, sure. Oh, great. As we look at cookbooks as a genre, things have changed a lot because it used to be that you were a professional chef or you were a restaurant chef and you were writing about your restaurant or you were a small group of people that were super experienced in cooking, and maybe you had, you know, 10 books that you were writing in the different genres. You did vegetarian and gluten free and then dairy free.

Now, like, the cookbook space is really kind of being taken up by regular people or influencers in a lot of respects. Does that, open the door for more excitement or is it sometimes do you worry that maybe the books aren't as good? Oh,

Jenna Helwig:

Oh, that's a tough question. I think that anything that gets people cooking is good. So I am you know, if the it is someone without a lot of cooking experience who has a book, but it still excites people to get into the kitchen, fantastic. So that's really my main goal. I do think, you know, where I am in my life, like, I really wanna learn something new from a cookbook. So that's what I personally am looking for, but there are cooks of all different, you know, ability levels and experience levels. So I think that having a variety of cookbooks that can reach everyone where they are is probably the answer.

Stephanie Hansen:

There is so much diversity too in cookbooks now. Like, the no offense to the old beautiful Asian cookbooks that you would get, but, you know, you didn't really feel like you could make a lot of the things out of there because maybe you didn't have the ingredients or you weren't familiar with technique. The the more recent diversity in cookbooks, it feels like you can actually make some of these things.

Jenna Helwig:

Well, I think that's right. Some of the things do feel more accessible. And, also, we just have access to so many more ingredients now, which is amazing. Just even at, like, regular grocery stores. My parents live in Colorado and, like, in the suburbs, and I was, you know, just driving by where I used to live. And there was an H Mart, you know, which I like, my jaw just, like, fell on the floor. There's no H Mart there when I was growing up. So the fact that I could have had access to all of those ingredients, and now the people who live in Broomfield, Colorado do is a miracle.

Stephanie Hansen:

That's so funny because I'm actually reading crying in H Mart right now for my book club, and it's just a delightful memoir about a woman who's experiencing the loss of her mother through the Korean cooking and heritage that she had growing up, and it's really a delightful book. It's so good. When you are thinking of what you wanna write about for your substack, because I'm in some ways, I'm surprised that you still find this topic and this genre interesting after having worked at Real Simple for five years because I've I it's almost like feels like is it too much of the food, but it it really is steeped in you. And how do you pick, like, what you wanna feature on your Substack versus what would maybe be a potential something in the magazine down the road, or is it just all the love and all of the same?

Jenna Helwig:

So I for real simple, you know, obviously, I get to kind of put a lot of myself into there and, you know, kind of direct that coverage, you know, pitch what I think we should cover. But I'm always doing that through the lens of our audience. You know? What and I she's usually a she. You know? What does she want? How much time does she have? What's gonna make make her life easier? So I really hyper focus on that. And a lot of it does kind of mirror my life because I am, you know, kind of similar to the real simple reader, but that's primary. I feel like with the substack, I can just do whatever I want. It's really, like, the books and the authors that speak to the me the most. It's nice to kind of have that, you know, freedom even if it's something that maybe we wouldn't cover in the magazine or might be a little more obscure.

Jenna Helwig:

You know? It's just fun to be able to follow my passions and my interest. And I do love food, and I really love cookbooks. So it's it's funny that I spend even extra time with them, but it really makes me so happy.

Stephanie Hansen:

I am hoping that in substack's evolution that we get more information about who our readers are. Because when you're, like, at a magazine, you know, you have a deep dive in your target market and the radio show, they know exactly who your p ones are. In Substack, you have followers, but you don't exactly know that much about them except basically where they come from.

Jenna Helwig:

That is such a good point, and I'm sure you also know so much more about this than me. I'm still I'm such a newbie. I've been a Substack subscriber for a long time. But now I just, you know, launched this, you know, like, over a month just over a month ago, and so I'm still figuring out all the analytics and everything. But I agree that that would be super helpful just to know more. Like and I'm I've also been thinking, and maybe you've done this. Like, have you done surveys of your audience, your subscribers? Yeah. And, also, like, people don't love to fill them all out.

Jenna Helwig:

I love surveys.

Stephanie Hansen:

See, I do too, but that's probably because we're, like, the publishing types. Right? So I did a survey, and it kind of mirrored what I thought from an age perspective, but I didn't get much more details than that. K. So I think if I was gonna give Substack advice, and maybe they'll ask me someday. Who knows? Mhmm. That it would be to help us understand who those markets are more because it does help you frame who you're writing for. As you look at the the newsletter, are you going to continue to speak to authors? Will you ever do recipes on your own like you've been in that space?

Jenna Helwig:

So I don't think I will do recipes on my own. I feel like, you know, when I have ideas for, new dishes or new, you know, like, stories. I kind of direct those to Real Simple. And I've done a lot you know, I've done all those cookbooks. So I sort of feel like the world maybe doesn't need more recipes from me. You know? I'm I'm very interested in what other people have to say. I think that I love doing these author interviews or just the interviews with other people in the cookbook community. Like, recently interviewed the woman who started Instagram's oldest cookbook club.

And so she was fascinating. Oh, great. Yes. And there was such a good response to that. I'm interested in talking to people in cookbook publishing. So just really kind of anyone in that community. I I think there might be room later for more, like, reported stories.

Stephanie Hansen:

Yeah.

Jenna Helwig:

You know? That so not interviews, but, like, on a certain topic, like book design or titles or spines. I don't know. But, but I I don't think it's gonna be recipes for me. We'll see.

Stephanie Hansen:

It is interesting. You asked, the woman with the cookbook collection how she organized her collection, and she said by, type of food or genre. But then there's other people that I know that organize it by color.

Jenna Helwig:

I do that.

Stephanie Hansen:

Okay. And and it looks so cool. Like, when you have a huge collection, it just it looks so cool on the shelves. But I was like, oh, that would be so hard because unless you remember the color of the cookbook, how could you find it?

Jenna Helwig:

Yeah. You know, I will say so I live in Brooklyn, New York in a not huge apartment. So I first of all, everything has to look as tidy as possible, and color colors help with that. And I really only have room for about 250 books as opposed to, like, Deborah was saying, she has 2,000 Yeah.

Stephanie Hansen:

It was crazy. Thousand.

Jenna Helwig:

So jealous. But so somehow in my mind, I know what the color is. I don't know how to say it, but I

Stephanie Hansen:

don't know how to catalog it. Purple one.

Jenna Helwig:

Yeah. So if I had more, maybe that wouldn't work.

Stephanie Hansen:

Yeah. Well and you okay. So you live in Brooklyn. That is such an amazing food community. Yes. And you just have so many great makers. And I do find a lot of good makers in Real Simple, like people making new artisanal products, and I had a podcast about that for a long time. That is really like, when you feel like you've discovered something that someone turns you onto and it's great, That's, like, one of my favorite discoveries about being involved in the food business, and I feel that way about cookbooks too.

Jenna Helwig:

Absolutely. And I think that when it comes to Real Simple, that's really one of the things that people come to us for. They trust our recommendations, you know, and things that we've discovered. And I feel like that is especially true with our holiday gift guide Yes. Which, you know, is, like, pages and pages every year. We spend months on it, you know, finding things, testing things. And believe it or not, I'm gonna be starting that again soon. But, yes, I I think that that it's such a privilege to be finding these new things and sharing them, and I think we really do get good feedback from them.

Stephanie Hansen:

Do you get to travel a lot around the country? Or

Jenna Helwig:

Yeah. I mean, you know, there are certainly trips that I am taking for like, I went out to Expo West recently. Do you know that? It's a big, huge, like, food trade show in Anaheim and, went and met with a bunch of different brands, saw what was going on, what was new. So I try to take as many opportunities for travel as possible. I really love to just be out and about.

Stephanie Hansen:

Did you run across, at that show two gals? They have a product called Maza Chutney.

Jenna Helwig:

Okay. I was literally just talking to someone about this today. In fact, I was I sent a photo to my executive editor because, yes, I did meet them, and then I was at the Cherry Bomb Jubilee Yes.

Stephanie Hansen:

And they sampled there.

Jenna Helwig:

Days ago. Yes. And they sampled there, and I actually got a couple bottles. I was like, can I take that? And they let me. And so I was just I made some eggs for lunch today, and I put the cilantro chutney on top. It was so good. And I was, yeah, just telling one of my colleagues about it. So funny.

Stephanie Hansen:

I produce culinary markets in the Twin Cities, and they were one of the first makers that I met when I started doing this. And I was just like, oh, those those girls are onto something, and it's a family business. Their story is so great.

Jenna Helwig:

The branding is amazing Yep. And the food tastes great. Are they from there?

Stephanie Hansen:

Yeah. From the Twin Cities. Wow. They've just developed to, like a lentil spread. That's a like a hummus, but with lentils and also super flavorful and delicious. So watch for that because that's a brand new product line that they just are launching. But, yeah, weird coincidence, but Oh, funny. Yeah.

Great product. When you can you can you remember your actual first cookbook that you got?

Jenna Helwig:

Oh, okay. So I don't I know it was a Betty Crocker, like, cooking or baking for kids book. I am not I think it was baking. I actually was trying to find the cover recently, just, like, Google search, and I couldn't. But I think that's what it was. Do you have one?

Stephanie Hansen:

Well, I mean, I have a few vintage.

Jenna Helwig:

I kinda select Yeah. It wasn't that one because it was for kids book, but I love that. It was like baking for kids or something.

Stephanie Hansen:

Yeah. And then did it have, did it have, like, wiener roll ups in it?

Jenna Helwig:

Oh my god. Maybe. The thing I remember the most were little English muffin pizzas or something like that. I remember my brother and I making those over and over.

Stephanie Hansen:

It I think it also had these, like, clown cupcakes.

Jenna Helwig:

That also sounds familiar. And maybe like cat cupcakes?

Stephanie Hansen:

Yes. Oh, so funny. Every year, we do a cookbook swap, and it's a super fun event. And people come and bring books that they no longer want or use, and we kinda sort them loosely in this huge room. And then we say go, and everybody, like, runs in. And however many books you bought or brought, you get to roughly take the same amount out, but you don't have to. But it's been fascinating, the books that people bring. And, I mean, I there's, like, a New York Times 1973 edition that has this recipe in it that's only in that book that's for a lamb ragu.

Stephanie Hansen:

And every year, I see that book come by, and I, like, pick the woman who's probably, like, twenty, twenty four. And I like press this book into her hands and I'm like, you need to have this book and you need to make the recipe on page one twenty one. And it's like three times it's happened and then they'll email me and they're like, I would have never found that recipe without you. It's such a great fun event.

Jenna Helwig:

That sounds wonderful. I love that idea.

Stephanie Hansen:

Yeah. It is really fun, and we get a lot of, like, boxes of people's recipe cards that were, like, someone's grandma's. And my radio partner and I always sort of move that stuff to the side, And then we keep it for a year and, like, go through it and look at it, and then we bring it back the next year. We've been doing this for, like, ten years. So it's been so fun to see what, like, really are in people's collections and what they get rid of. And, I mean, how many peanut butter blossom recipes there are in the world.

Jenna Helwig:

You know what? The world needs more peanut butter blossoms. Delicious.

Stephanie Hansen:

Yeah. Always delicious and always tasty. Well, it has been super fun to chat with you. I want people to follow your Substack. It is the Cookbookery Collective Cookbook newsletter, and we are with Jenna Helwig. And I'm just really appreciative for your time today. Congratulations on your twenty fifth anniversary with Real Simple. That's fun too.

Jenna Helwig:

Thank you so much. It's been a real pleasure to talk to you.

Stephanie Hansen:

Yes. Absolutely. Thanks, Jenna. Mhmm. Bye bye.

Jenna Helwig:

Bye.

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