Mrs. Charles Lowery from Homewood recently inquired about a television food segment she remembers fondly. Her curiosity led her to Mr. Food, a character once embodied by Art Ginsburg. Known for his iconic bearded and apron-wrapped appearance, Ginsburg passed away at 81 nearly 15 years ago.
Ginsburg’s segments, labeled “just more than a minute,” were popularized on midday broadcasts, notably on Chicago’s ABC-WLS Channel 7. Despite their success, these segments ceased following his death in November 2012 from cancer in Weston, Florida.
His recipes were simple, using few ingredients, culminating with the tagline, “Ooh! It’s so good!” This segment began locally on East Coast stations in 1975. Later, through King World distribution, it reached over 168 stations nationwide.
Art Ginsburg’s culinary journey began as a butcher in New York. His family owned several shops, where he learned favorite Jewish recipes from his mother and aunt. He shared these through his brand, Mr. Food, releasing 52 cookbooks, selling more than 8 million copies.
Ginsburg married Ethel in 1955, having three children. He preferred staying low-profile, stating in a 2010 interview, “I was always the hometown guy. I don’t want to be the super celebrity.” Despite never meeting him, my colleague Eloise Valadez had interview experiences with him, praising his flavorsome persona.
If alive, Ginsburg would be 95 this month, sharing an age with my mother. Toward his life’s end, he scaled back involvement in his company, Ginsburg Enterprises Incorporated, alongside his son Steve. This company extended the brand through cookbook publishing and more.
The segment evolved into the Mr. Food Test Kitchen, with Howard Rosenthal as host. Patty Rosenthal served as the test kitchen director, and Kelly Rusin as assistant and stylist. This series upholds the 90-second format.
Earlier this month, a familiar phrase echoed in my parents’ kitchen: “Ooh! It’s so good!” It was Rosenthal presenting a recipe from the Mr. Food Test Kitchen. The segment, syndicated across more than 120 stations, reaches over 2 million daily viewers.
Broadcast times differ by network. Readers, including Mrs. Lowery, should check local schedules using a zip code at MrFood.com.
This segment featured Rosenthal preparing a tasty Deviled Egg Macaroni Salad, a nod to Mr. Food’s lasting influence.
Deviled Egg Macaroni Salad Recipe
- 1 pound elbow macaroni
- 6 hard-boiled eggs, chopped
- 1 cup chopped celery
- 3/4 cup sweet pickle relish, drained
- 2 cups mayonnaise
- 2 tablespoons Dijon mustard
- 1 teaspoon salt
- 1/2 teaspoon black pepper
- Paprika for sprinkling
Instructions
- Boil macaroni 7-9 minutes until tender. Drain, rinse, and cool.
- Mix macaroni with ingredients except paprika in a large bowl.
- Sprinkle paprika, cover, and refrigerate for an hour or until serving.
For more flavorful explorations, contact Philip Potempa, a columnist who has authored four cookbooks and hosts a weekly show on WJOB 1230 AM. Reach out at [email protected] or send inquiries to From the Farm, PO Box 68, San Pierre, Ind. 46374.
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