The people have spoken. As of the October 26th NYT Best Sellers list, the Thug Kitchen cookbook is officially a #1 hit (in the “Advice, How-To, and Miscellaneous category,” at least).
— Thug Kitchen (@thugkitchen) October 16, 2014
Bloggers Michelle Davis and Matt Holloway attracted a ton of press—not all of it good—after they stepped out from behind the anonymity of their website and revealed that they’re a white couple from Hollywood.
Photo: Matt Duckor for Epicurious
Speaking on Rachael Ray, Davis offered the following explanation of choosing the Thug Kitchen name:
The controversy has clearly helped move copies—after all, it’s not an everyday occurrence that a vegan cookbook shoots to #1. While touring to promote the release, the duo had to cancel a number of appearances in the Bay Area due to threats of protest. Meanwhile, just about everyone with an online presence and an interest in food has weighed in on the implications of the name, from CNN’s Eatocracy, to Bustle, to the CBC Community Blog.
Whether or not any of this was planned is unclear, though it would take some Kardashian-level marketing minds to turn such an uncomfortable reveal into commercial success. Perhaps that’s what it takes to move cookbooks in 2014.
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