I love Paula Deen. I've admired her for years. When I first started watching the Food Network, her show was one of the ones I watched regularly. That lady can cook some comfort food! When you watch her on TV, you just want to go to her kitchen and let her cook for you.
Her story is a great story, an American-dream-come-true story. She worked hard and made things happen and today she has an empire. She started out selling sandwiches, and today she has her own TV shows, her own line of cookware, cookbooks, food products, etc. She has earned what she has today, and she should be proud of that. I'm not so sure she should be proud of her latest venture, however, a partnership with Novo Nordisk.
I heard rumors over a year ago that Deen had been diagnosed with type 2 diabetes, but she only publicly admitted it this week, as she appeared on The Today Show. Deen told Al Roker that she had been diagnosed three years ago during a routine physical examination. When Roker asked her why she hadn't shared her diagnosis sooner, Deen answered that it was because she "had nothing to give my fellow friends out there." Is it me or is that a poor answer?
Paula Deen built an empire through hard work and by having a great TV personality. She also built it, in part, by selling a style of cooking that is, quite honestly, unhealthy. She has come under a lot of criticism in recent years over this, and she makes some good points. She never said we should eat that kind of food every day. She's the host of a cooking show, not your doctor. Fair enough.
And don't think this is all on Paula's shoulders. I'm sure she has a whole team around her, people who specialize in brand development and marketing and business management, and they all have input on how to handle a situation like this. They all missed the boat. God forbid we admit that cooking with copious amounts of butter may not be a good thing.
Paula Deen doesn't sell southern food. Paula Deen sells comfort. Yes, comfort food is often big on calories, but it doesn't have to be the crazy rich foods that she makes as over-the-top examples of southern cookin'. What really made Ms. Deen a househould name was her presence on the screen, her way of talking about how food brings families together. The food matters, of course, but it's the story behind the food that hooks you in.
Ms. Deen had a chance to shift her brand strategy and write a new chapter in her story by focusing on ways to create foods that aren't quite so... um... calorically endowed. She could have shown how our diet and lifestyle shifts as we age, and she could have been a wonderful example of that, role modeling to millions of people that the culture we live in promotes obesity and its related risk factors: heart disease and diabetes. But you can DO something about it. You can make changes, and you can make new and different choices.
Ok, technically she is doing that. She has a statement on her website about how she's going to start doing dishes with a lighter touch. But that's taken three years, and it's being presented as a sort of side note. The emphasis seems to be on the partnership with Novo Nordisk.
I talk with clients a lot about re-framing. When you re-frame a situation, you find a different perspective on the issue, so that by seeing it differently you feel like you can make different choices. Ms. Deen did not re-frame her situation. She managed it. And now she has a partnership with a drug company that will encourage people with diabetes to manage their condition with an injection, and that is a viable option. I'm just not sure it's the best one.



