As the good food gospel spread, new kitchenware specialists offered food enthusiasts the opportunity to cook like their culinary heroes in their own homes. Americans first saw Julia Child use knives and cookware imported from Italy, France, and Germany on The French Chef. They then demanded her specialized equipment from their retailers, as well as the artichokes and shallots, wines, and French cheeses she featured on television.
New passions for cooking Italian, French, and Chinese food were met by an equal passion for the tools and ingredients used to produce those foods. Cookware marketing and sales took on a new dimension, as retailers opened specialty shops featuring a wealth of new equipment. Cookware, food, and wine producers became the major sponsors for cooking shows, while television chefs began endorsing their sponsors’ products, some eventually “branding” their own lines of food and kitchenware.