Edible Monterey Bay



Two of our talented contributors catch the spotlight

By Sarah Wood

Layout 1Moving to Santa Cruz wasn’t originally part of Ted Holladay’s plan, and the founder of the thriving Santa Cruz design firm, Studio Holladay, admits that when he first moved to the city 15 years ago, he had something of a love-hate relationship with it. But that’s all changed for him.

“There was this tipping point four to five years ago. Some positive influences and new businesses started to transform Santa Cruz,” says Holladay, who now deeply loves his city, and works remarkably hard through community organizations and his own design work to help continue that transformation into a more beautiful, prosperous and creative Santa Cruz.

One of his projects has been “Impact 831.com,” a series of gorgeous, light-filled photo essays with which he has documented over the last three years some of the local businesses he views as exciting agents of this transformation. (Soon, he’ll be turning it into a tightly curated guide to places he thinks are worth the trip.)

We’re proud to share that in March, Edible Monterey Bay won a national EDDY Excellence in Publishing award for an advertising campaign that Holladay designed for publication in EMB, based on his Impact831.com series. One of EMB’s most talented photographers and ad designers, he’s been with us since our launch in September 2011.

The EDDYs are bestowed every year by a panel of industry judges on behalf of Edible Communities (ECI), the family of magazines of which EMB is a member. The competition is open only to Edible magazines. But with more than 80 beautiful and inspiring Edibles now publishing, it’s no wonder that ECI received some 2,768 submissions overall for the 23 EDDY awards that were handed out in March.

We’re also extremely proud of Deborah Luhrman, a contributing editor with the magazine from the start and now our e-newsletter editor, for writing the piece, “Reimagining San Benito County: A Foodie Frontier Seeks its Seat at the Table,” for which EMB received recognition as one of six finalists for the EDDY award for Best Political or Social Issue Coverage (Edible Portland was the winner).

“I was just stunned by the beautiful landscapes,” says Luhrman, who made about five trips from her home in Soquel to San Juan Bautista, Hollister and the farmers’ fields and vineyards that surround it, interviewing several people on each visit for the story.

The article describes the county’s intention to preserve its exceptional agricultural, artisanal food and winemaking activity and its unspoiled scenery to develop itself as a food and wine destination akin to Napa.

Luhrman, a lifelong journalist who first worked in broadcast and has spent the last 20 years in magazines, much of that time in Spain, also discovered that San Benito County has an exceptionally high percentage of acreage dedicated to organic agriculture—35% as compared to 30% in Santa Cruz County, 6% in Monterey County and just 1% of U.S. cropland overall.

“The most impressive thing is the variety of food that is grown there and then prepared by the food artisans,” into things like chocolate, cheese, charcuterie and olive oil, she says. “I don’t think there are many places in the country where you would find such a diversity of things growing.”