Mr. Food, known for ‘It’s so good!’
By J.M. HIRSCH November 21, 2012 9:20PM
FILE-- In an Oct. 14, 2010 file photo, Art Ginsburg, also known as Mr. Food, is shown during rehearsal in Fort Lauderdale, Fla. Ginsburg, has died at his home in Weston, Fla., Wednesday Nov. 21, 2012. (AP Photo/Alan Diaz, file)
Updated: December 24, 2012 7:10AM
Art Ginsburg, the delightfully dorky television chef known as Mr. Food, died at his home in Weston, Fla., Wednesday following a struggle with pancreatic cancer. He was 81.
Mr. Ginsburg — who enticed viewers for decades with a can-do focus on easy weeknight cooking and the tagline “Ooh! It’s so good!” — was diagnosed just over a year ago. The cancer had gone into remission following early treatments and surgery but returned earlier this month.
Mr. Ginsburg had an unlikely formula for success in this era of reality cooking shows, flashy chefs and artisanal foods. With a pleasantly goofy, grandfatherly manner and a willingness to embrace processed foods, Mr. Ginsburg endeared himself to millions of home cooks via 90-second segments syndicated to 125 local television stations around the country.
And though he published 52 Mr. Food-related cookbooks, selling more than 8 million copies, he was little known to the nation’s foodies and mostly ignored by the glossy magazines. That was the way he liked it.
“They’re on the Food Network. They’re getting a lot of national publicity,” he said of fellow food celebrities during a 2010 interview with the Associated Press. “I was always the hometown guy. I don’t want to be the super celebrity. When you need bodyguards, that’s not my deal.”
Mr. Ginsburg made his television debut in 1975 in upstate New York on a local morning program. His Mr. Food vignettes were syndicated in nine television markets by 1980. His popularity peaked in 2007, when he was appearing on 168 stations.
He also was generous with the enviably broad reach of his culinary pulpit, frequently inviting up-and-coming celebrities to do guest appearances with him.
“Art Ginsberg was a warm, gregarious man who knew food is more about love and sharing than a fancy ingredient list,” said Rachael Ray, who Mr. Ginsburg invited on air long before she was a huge celebrity. “He was a supportive and loyal friend. This Thanksgiving I’m thankful I knew him.” AP