Martha’s Frozen Dinners

Published on Friday, May 11, 2007, by Stephanie365 / Edit Post

I’m still trying to get my head around the idea that Martha “Made from Scratch” Stewart is developing a line of frozen dinners with Costco. (She’s also developing fresh and refrigerated foods, but I’m stuck on the frozen.)

The bitch in me automatically snaps, “Isn’t that Rachael Ray territory?” However, even the Queen of Quickies isn’t going there. (Yet.)

The International Herald Tribune article, like me, asks the question, “So why would Stewart sell frozen dinners at Costco?” and then answers:

One obvious reason would be to try to improve her company’s disappointing bottom line. The deal with Costco, which has one Charleston-area store, was announced along with first-quarter financial results that showed a net loss of $11.9 million, wider than the $6.8 million loss in the same quarter last year. ...

In a conference call Thursday, Susan Lyne, chief executive of Martha Stewart Living Omnimedia, called food the ‘greatest untapped opportunity’ for the company.

Food, she said, is the No. 1 area for visits on the company’s Web site, which features recipes and cooking tips, suggesting that Stewart’s fans trust her on matters of gastronomy.

Well … sure, and I know she’s not the first television food personality to go this route. Last year, Ina Garten of Barefoot Contessa teamed up with Stonewall Kitchen and created the Barefoot Contessa Pantry line, which includes mixes, marinades, sauces, and condiments. But to me, Costco frozen foods seems incredibly antithetical to who Martha Stewart is and has been over her whole career.

I get that a falling bottom line is a powerful persuader, but I don’t know—it still makes me rather sad. Then again, I could be painting a too-dark picture. After all, frozen foods have come a long way since Swanson plonked apple strudels in the top center square. Right?

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POST A COMMENT |7 Comments

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  • Geez, Wolfgang Puck and Rick Bayless peddle frozen pizzas and such, for crying out loud, and Charlie Trotter sells a line of ready made sauces and marinades. Get off Martha's back.

  • I agree I can't relate to the KMart thing, but then again I did look at some of the Martha products there and they do give a decent amount of style for a bargain basement kinda place like KMart. Milk-glass style kitchenware, fair textiles, etc.

    But I must defend the meat, fish, and produce at Costco, as well as dairy and dry goods. They carry a couple of good bread brands, plenty of beers and...+READ

    I agree I can't relate to the KMart thing, but then again I did look at some of the Martha products there and they do give a decent amount of style for a bargain basement kinda place like KMart. Milk-glass style kitchenware, fair textiles, etc.

    But I must defend the meat, fish, and produce at Costco, as well as dairy and dry goods. They carry a couple of good bread brands, plenty of beers and wines at excellent prices. Unless a foodie is someone who never cooks at home I can't imagine why Costco wouldn't appeal.

    And old fashioned decency would suggest that everyone should have a right to sample something created by Martha Stewart. Not just people who shop at Gelson's or Whole Foods. What if Martha was marketing her product at a high end grocery store? Would it be okay then? A roast is a roast is a roast. No matter where it's sold.

    And because you saw fit to insult it, I will add that my restaurant is known for the freshest ingredients and good stuff at good prices. Just like Costco.

    If something looks good and is good at a good price I am not beneath buying it at Costco or KMart. I like money and I don't particularly want to throw it away on the exact same product at an expensive place just so I can say that I shopped there. I shop there when it is appropriate, not just to be cool.

    Bravo, Martha. Don't let the snobs getcha.-COLLAPSE

  • Didn't Julia Child love Costco for the meat? She's a foodie, right?

    I do think that Costco *can* be a good foodie place- but it also has lots of processed crap. I think the meats are very good (1.5" thick lamb T-Bones for $5.99/#? heck yeah!), and if you need a giant bag of spinach (which I often do) it's very good. Big container of blueberries? Absolutely. I eat them like candy.

    And keith-...+READ

    Didn't Julia Child love Costco for the meat? She's a foodie, right?

    I do think that Costco *can* be a good foodie place- but it also has lots of processed crap. I think the meats are very good (1.5" thick lamb T-Bones for $5.99/#? heck yeah!), and if you need a giant bag of spinach (which I often do) it's very good. Big container of blueberries? Absolutely. I eat them like candy.

    And keith- Yes, Martha had a textiles and home accessories line through KMart.-COLLAPSE

  • costco is not a good place for foodies. Apparently some don't even know the meaning of that word...and they own a restaurant-amazing.

    It doesn't matter to me if Martha is going to sell frozen food--as long as her other "products" maintain the level of excellence that I've come to expect.

  • Costco treat their employees good and usually has a good line on food.
    Their produce is always good, and their beef and fish are quite nice.
    I would trust Costco to at least give you main stream done right.
    Now you can take WalMart and flush it!
    Maybe thats why we don't trust Martha, didn't she sale crap at KMART or something?

  • C'mon, Costco is a pretty good place for foodies. They have good stuff at good prices and seem to put a lot of effort into finding products that work well in volume. I tend to trust what Costco offers me when I am shopping there.

    It's hip to attack chain volume-merchandisers but the criticism doesn't hold up for me.

    It's also hip to attack Martha, who in my view does a very good job with food,...+READ

    C'mon, Costco is a pretty good place for foodies. They have good stuff at good prices and seem to put a lot of effort into finding products that work well in volume. I tend to trust what Costco offers me when I am shopping there.

    It's hip to attack chain volume-merchandisers but the criticism doesn't hold up for me.

    It's also hip to attack Martha, who in my view does a very good job with food, along with nearly everything else she tries . Why not take a stab at frozen food? Like it or not, lots of people eat prepared food. Including food prepared at nice restaurants, sometimes from frozen ingredients!

    I'm a restaurant owner and I think that it would be fun and exciting to develop food that tastes good and freezes well to be marketed at a place like Costco. I'd be proud!-COLLAPSE

  • Not defending dear Martha, but if nutritious, half-decent frozen foods can be developed, it will do a lot to improve "l'ordinaire" at the homes of people who cannot cook, and in situations where one is faced with such people - I remember some horrific travels in Northern and Prairie Canada - there are of course excellent cooks in those places too, but they hadn't opened the greasy spoon I was...+READ

    Not defending dear Martha, but if nutritious, half-decent frozen foods can be developed, it will do a lot to improve "l'ordinaire" at the homes of people who cannot cook, and in situations where one is faced with such people - I remember some horrific travels in Northern and Prairie Canada - there are of course excellent cooks in those places too, but they hadn't opened the greasy spoon I was condemned to eat at.

    The Loblaws President's Choice line has improved what people who can't or won't cook serve me - its main problem is that it is too high in salt, to make up for the missing fresh flavour.-COLLAPSE