Ricardo Invades English Canada

Ricardo Invades English Canada!

By Tara Lee

Ricardo Larrivée, the well-known Francophone food personality, is now making inroads in English Canada. He has already launched his Food Network Canada weekly, Ricardo and Friends, and now, he appears front-and-centre on the cover of the premier issue of his food magazine, Ricardo.

This Anglophone invasion is, as Larrivée explains, “the second part of the dream. We didn’t have the infrastructure to do it before but now everything is in place.� Newsstands across the country now stock what Ricardo hopes, will be the Canadian equivalent of periodicals like Saveur, Gourmet, and Elle Cuisine.

Published five times a year, Ricardo has already won the hearts of Québec readers; however, it remains to be seen whether the English version of this self-titled magazine manages to achieve the national and international success that Larrivée envisions for it.

The chances of this success look good. Ricardo may be adroit in the kitchen, but he’s also an equally savvy businessman who has a sharp eye for niche potential. His claim that Ricardo “is the only Canadian magazine devoted to food� rings true. High profile national periodicals such as Chatelaine and Canadian Living have food sections but also include features on fashion, parenting, and “celebrities� like Adrienne Clarkson.

“Discover. Explore. Savour,� invites Ricardo. A quick “exploratory� flip-through reveals visuals that are both coherent and pleasurable. This particular issue resonates with deep holiday reds and rich organic browns. It’s also filled with stylish food shots that leverage the almost pornographic enjoyment of seeing scallops with orange butter, or the chocolate curls of a crunchy chocolate-chestnut cake, on the page.

Food escapism aside, the magazine also has a wealth of information and recipes for general food enthusiasts. “Garden & Table� provides readers with everything they need to know about chestnuts. “Food Chemistry� looks at the many roles and types of sugar. Meanwhile, “Eating Right� investigates the health benefits and history of turmeric. However, it is important to underline that Ricardo is not geared for expert cooks seeking the latest sous vide techniques; instead, as Ricardo explains, “[ Ricardo] is for family, general cooks. Although there are some more complicated ones, the average recipe is very simple.�

These simple, test kitchen developed recipes invite time-pressed home cooks to experiment beyond their usual bland dinnertime routines. For example, “Done in 30 Minutes� includes recipes like paprika lamb chops and monkfish fillets with orange and proscuitto, all with easy-to-follow directions and alternative cooking suggestions. There is also a section, “Just For Kids,� that encourages younger members of the family to help out in the kitchen.

Besides the food itself, there is also discussion on alcohol, kitchen design, gourmet travel, and of course, hidden advertising for particular food products and gadgets. Larrivée explains, “ Ricardo is the answer to all the foodies in the country who like to drink wine, are interested in health issues, and like to travel. It has everything that has to do with food.�
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Of course, all good things come at a price: $6.95, to be more precise. Compared to other Canadian periodicals, like Chatelaine that rings in at a more modest $3.99, Ricardo is almost two matcha lattes. Larrivée counters criticism by pointing out that Ricardo has few advertisements and that he is merely maintaining the price that he charges in Quebec. And indeed, the advertisements are far and few between. However, the steeper price will give some pause to budget conscious shoppers as they stand in the checkout line.