Take five: Nancy Painter

Today in our e-mail Q&A series, we meet Nancy Brannigan Painter, editor and publisher of the new Edible Jersey magazine -- the latest of the Edible Communities magazines -- which can be picked up at Whole Foods, among other locations.

1. What was your background before becoming editor at publisher of Edible Jersey?

I’ve been in publishing for nearly 18 years. I worked at Fairchild Publications throughout the entire ‘90’s, as V.P. of Marketing, overseeing W Magazine, Women’s Wear Daily, and a number of other consumer and trade publications. There was a great group of extremely bright, dedicated, and creative people working at Fairchild during that period and, as a result, the company enjoyed an incredible growth during those years. W became one of the leading fashion influencers in the country and Women’s Wear Daily, of course, is the authority for anyone working in the fashion industry. In 2000, I went to Rodale Publications as Director of Marketing for Men’s Health. Since 2003, I’ve had my own media marketing business, working with New Jersey Monthly, Saveur, and other magazines. Basically, I’ve always loved magazines – and creating and building magazine brands – since I was a kid. When I was about 10, I used to hand-make magazines for kids in the neighborhood. I remember my most popular title was “Just for Fun” J. While Edible Jersey is a New Jersey magazine, it's one of dozens of franchise magazines. How autonomous are you?

2. Readers may not realize that Edible Jersey is actually a magazine franchise. Even though this is still your magazine, are there certain features you're required to carry - content that's out of your control?

The Edible Communities concept is a very unique business model. Each local title is completely autonomous. We determine our content, sell our own advertising and determine our own distribution/circulation strategy. The parent organization does not review issues prior to press. Although they do provide us with one article per season, such as a story on asparagus excepted from Barbara Kingsolver’s book “Animal, Vegetable, Miracle: A Year of Food Life”, we are not obligated to run it. They do require that we abide by a few elements, such as the look of the logos and covers, in order to maintain some consistency for the brand. They also provide us with design services, web services, and national p.r. efforts.

3. The inaugural issue contains a swipe at St. Barnabas' Medical Center's decision to allow a 24-hour McDonald's to open in the hospital. ("Hold the Lipitor and pass the fries. We are not loving it!") Is there room in the magazine for taking an editorial stand on local food issues?

Yes, I believe that, by their nature, our readers tend to have an activist bent. An interest and appreciation of local foods usually extends to a proactive awareness of other issues affecting the community. In addition to eating better, buying local supports local jobs, independent farmers, reduces distance from farm to plate and supports responsible land development. All important issues here in the country’s most densely populated state.

4. The magazine's subtitle is "Celebrating local foods of the Garden State, season by season." What will we be celebrating in the winter and spring issues, when the Garden State's gardens are dormant?

You’ll be surprised. As we celebrate the abundance of the Garden State, we tell the story of food, focusing on the farmers, growers, producers, fishermen, chefs, home cooks, bakers, and others who energize our food community. There are hundreds of important stories to be told.

5. Our part of New Jersey (Bergen, Passaic, eastern Morris, northern Hudson counties) didn't have much presence in the first issue. Are there future stories from our region we'll be looking forward to?

Yes, definitely. In our fall issue, we have a great story on a food personality in Hudson County, a story out of Bergen and articles that touch on Morris and Passaic. I have found that there is sometimes a disconnect between different parts of the state in terms of understanding New Jersey’s bounty and the issues that impact it. In our first issue, for example, we felt it was important to tell the story of the Delaware Bay oyster. For many of us here in northern New Jersey (I live in Maplewood), our only awareness of the bay is when we drive over the Delaware Bay bridge on I-95. There are people who are devoting their life’s work to saving the oyster, and the bay. Their efforts have been internationally recognized by organization such as Slow Food. As I said in my editor’s letter, “New Jersey’s food community deserves our attention.” We’re written for people who are passionate about local, healthy food – and want to know more.

P.S. If you could compose a meal of nothing but New Jersey products, what's the menu?

Well, our meal from Monday night is a great example:

· Tomato and Basel Salad (tomatoes and basil grown by Stony Hill Farm in Chester, purchased at the Maplewood Farmers Market

· Grilled Chicken and Broccali Rabe Sausages from Griggstown Quail Farm and Market · Green Beans purchased at Whole Foods Market

· Fried Potatoes made from organic potatoes received through our Purple Dragon Co-op (based in Glen Ridge) share.

· For dessert, we shared a small peach pie that my husband had picked up at a farm stand near his office in Jersey City. It was made by a baker in Milton, PA.

· I even had a glass of New Jersey wine with the meal, 2005 Chambourcin from Alba Vineyard. My husband, however, had a very non-local Coors Light. Obviously, not every meal we eat is so completely local but, this time of year, it is pretty easy to do. And, I’m always amazed at how much my 11-year-old son enjoys everything, even relatively unusual vegetables like Japanese eggplant or kale. I was a picky eater as a kid, especially in terms of vegetables. But, then, I was raised in the era of Jolly Green Giant Peas in Butter Sauce and frozen spinach.