Case Study: Author in Alternative Proteins
George Stiffman, known as "The Tofu Guy," is an author and tofu evangelist who promotes tofu in the Western diet through his book, "Broken Cuisine," and consulting work. With a bachelor's degree in East Asian languages and culture and a minor in consumer behavior from the University of Southern California, George has spent significant time in China learning about the diverse types of tofu.
His experiences include working in Buddhist restaurant kitchens, apprenticing under a tofu master, studying at a Chinese university, and speaking at food industry conferences. George's goal is to encourage greater adoption of tofu in Western cuisine by educating home cooks and chefs about the versatile uses of tofu.
This is a summary of the interview that George gave on the “Cultivating Careers in the Alternative Protein Industry” podcast with Jeffray Behr.
How did you first hear about tofu and become interested in it?
My initial interest in tofu stemmed from my travels in China. I spent two years there, working in Buddhist restaurant kitchens and apprenticing under a tofu master. The diverse uses of tofu I encountered were astounding compared to what I had seen in the U.S.
Why do you consider yourself a tofu evangelist?
Tofu has a bad reputation in the U.S. due to its initial promotion as a health food rather than a versatile culinary ingredient. My goal is to change this perception by showcasing tofu's potential in enhancing the culinary experience and encouraging its adoption in Western diets.
What inspired you to write "Broken Cuisine"?
The book was inspired by my frustration with the limited plant-based options available when I went vegetarian in high school and vegan in college. I learned about various tofu types during my travels in China and wanted to share this knowledge to help people incorporate these versatile ingredients into Western-style cuisines.
Can you elaborate on the different types of tofu you discuss in your book?
In China, tofu is a broad category with at least 27 different types. These include varieties that melt when heated, those with an eggy texture, and others that are jiggly but cohesive like a fish cake. Each type has unique culinary applications, which are largely unknown in the U.S.
How did your time in China shape your views on tofu and Alternative Proteins?
Living with a foodie host family in China, I was exposed to diverse sub-cuisines and plant-based dishes. This experience highlighted tofu's culinary potential and its long history in Chinese vegetarian and vegan food traditions, which contrasts with its limited use in the West.
What was the process of writing "Broken Cuisine" like?
Writing the book involved systematic planning, from recipe development with chefs to collaborating with editors and designers. We focused on creating recipes that highlight the unique strengths of different tofu types and appeal to Western tastes. The logistical aspects included finding a suitable printing factory and handling marketing and launch strategies.
Do you have any advice for job seekers in the Alternative Protein space?
It's important to consider the long-term goals of the Alternative Protein industry and explore various options beyond just plant-based meats. Specializing in a niche area, like I did with tofu, can open up unique opportunities and help you stand out. Additionally, gaining concrete job experience in the food industry can be invaluable.
How can people reach out to you if they're interested in learning more about tofu or your work?
People can reach me via email at georgestiffman@gmail.com or find me on Instagram and LinkedIn. For those interested in exploring the tofu varieties discussed in my book, "Broken Cuisine" is available on Amazon, and there's a free e-version on our website, brokencuisine.com.
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