For years, cookbook writer Sally Sampson had wanted to write for children. No one was interested.
But by 2010, the time was right. Alarm over rising rates of childhood obesity was reaching new heights, as was awareness of the importance of cooking and eating real foods, not just for children, but for whole families and communities. Sampson seized the moment, launching ChopChop, a cooking magazine for children.
And in the three years since, she has transformed a simple idea - that getting children cooking is good for them - into an award-winning quarterly that reaches some 2 million families.
The concept is straightforward - the magazine portrays real children eating real food that they can cook themselves with little or no help from an adult. The recipes are nutritious, ethnically diverse and inexpensive. Most of its circulation comes from free distribution by doctors during well child visits. It also is available by subscription, and in Spanish.
"We think about kids as beginner cooks," Sampson says, noting that her target audience is 5- to 12-year-olds. "We don't do 'kids' food.' We do simple dishes. If you had a 20-year-old who didn't know how to cook, you'd teach them the same thing."
The idea is that children who know how to cook and feed themselves will not have to rely on fast food and processed meals. And that families who cook and eat together have healthier lifestyles overall.
Since its launch, ChopChop - which is based in Watertown, Mass. - has become an industry darling. Renowned physicians stack its board of directors. The magazine relies on sponsorship, not advertisements, and receives its largest chunk of funding from footwear company New Balance, which has given more than $1 million. And in May the James Beard Foundation named ChopChop "publication of the year."
And this year, Sampson returns to her cookbook roots. Sporting more than 100 recipes, "ChopChop: The Kids' Guide to Cooking Real Food with Your Family," will be published in August by Simon and Schuster.
"This is like a magnet for kids," says Barry Zuckerman, professor of pediatrics at Boston University School of Medicine and a member of Sampson's board of directors. Zuckerman says that 20 years ago he saw maybe two obese children a week in his practice. Today, he sees two to four a day. A founder of Reach Out and Read, a 24-year-old program that
promotes literacy by giving books to children during doctor's visits, Zuckerman responded immediately to Sampson's model.