la.foodblogging

Bonjour Mr. Lefebvre,

Comment allez-vous?

I have heard wonderful things about the food you prepared during your stint at L’Orangerie. Now that you are executive chef at Bastide the spot seems to be warranting numerous press mentions. The early buzz is also very good on your new cookbook Crave: See Touch Smell Hear Taste. I just thought I’d drop you a line before you kick off your book tour in the Southland.

You see, I’m hoping you will take my advice and talk some sense into publishing diva Judith Regan of Regan Books who advised you to focus on your physical appearance rather than your expertise behind the stove.

If I were you, I would immediately fire my image consultant, brand manager, stylist and personal photographer. I mean I hate to say it, but your publicity photos make you look like an escapee from Australia’s Thunder From Down Under, Las Vegas’s all-male review.

Not that there’s anything wrong with your circa 1980’s Chippendales look — with a swarthiness like Lorenzo Lamas, hair like Fabio and a body like David Hasselhoff. It’s just that these photos of you, shirtless, holding a dead fish in each hand as ocean waves lick at the hem of your jeans, do absolutely nothing for your reputation as a credible chef. I mean, sure, the competition out there is tough — there’s Rocco Dispirito, Bobby Flay and Jamie Oliver to contend with in the cookbook section, I get it.

But you, Ludo, you are Los Angeles’ hometown chef. Rather than play into silly stereotypes about LaLa land, why not represent the fine eats in our city with the respect you and your fellow chefs deserve?

If you take my recommendations to heart I MAY consider checking out you and your new cookbook on Monday at Vromman’s Pasadena at 7 p.m.

Merci de votre temps,
SoCalorie