With Recipes, The Key To Making Millions Is Not About The Food

By Kate KraderBloomberg

In 2017, the team from Sir Kensington’s made an estimated $140 million for their ketchup recipe when they sold it to Unilever.

The same year, Nathan Myhrvold, a technology expert-turned-experimental chef, released the five-volume Modernist Bread (Cooking Lab, $560), co-authored by Francisco Migoya. It’s Myhrvold’s latest juggernaut; he co-authored the best-selling Modernist Cuisine: The Art and Science of Cooking (Cooking Lab, $625) in 2011. Before that, he was the chief technology officer at Microsoft.

That was a good year for big-ticket food projects. But it came when recipes are being continually devalued as they flood the internet, free of charge. Social media has made it ever easier for people to copy the dishes of others. It makes me wonder: How can someone monetize a recipe?Myhrvold, who is starting work on his next opus, Modernist Pizza, has strong feelings about recipe ownership and the money it represents. If music and poetry can be copyrighted and monetized, he thinks singular recipes should be, too.

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