But both the foundation and the manufacturer benefit from the positive association consumers have with the Gerber name. Halo Effect Greg Tarmin, manager of public affairs for American Express, considers charitable giving to be good business strategy. The advertising expenses and donations paid out for the program are seen as investments that boost the company's image. Many philanthropic marketing efforts, such as Heinz's Baby Food Label Saving Program for the Children's Miracle Network, are designed to capitalize on the phenomenon. Despite a slew of cookbooks earlier in the year that focused more on foreign flavors and Cosmopolitan Cuisine, it seems there's still no place like home.
Recipes focus mostly on no-nonsense flavors.
But some ideas in the book may seem very complicated to the average consumer who needs to make dinner in a hurry. Long recipes call for ingredients such as goat cheese and balsamic vinegar, staples most people still view as trendy and expensive. Blue reiterates there is no single authentic American cuisine. Instead, a culinary heritage evolved in true melting pot fashion from the influences of America's nine culinary regions. Recipes in Blue's book take advantage of indigenous regional staples, reminding readers they need not go far for good food ideas.