French food writer, blogger, cookbook author, radio personality, and now restaurateur Bruno Verjus both exemplifies and transcends this phenomenon. On the one hand, he seriously knows his stuff. His blog, FoodIntelligence, is a treasure trove of good recommendations in any price range. In his writing and in his wide-ranging interviews with chefs and artisanal food producers, Verjus evinces a passionate appreciation for, and a nuanced understanding of, the business of real food.
But Verjus is no stranger to promo work. He helps organise the Omnivore food festival. He works as an advisor to Paris auction house Artcurial and coordinated its first charity auction of gastronomic products. And with Table, his new restaurant on sleepy rue de Prague in the 12ème, he's made an ambitious play for the affections of deep-pocketed food fetishists city-wide. It's a dream restaurant for anyone who has ever cried from a balcony, "Honey, let's go bid on a wheel of 48-month parm !"