If reincarnation really is a thing, I think I’d like to come back as Neil Fox, an “ad guy” who created breakthrough marketing and advertising campaigns for some Big Brands in the heyday of big ad agencies (credit him for introducing Lego and Nespresso to the United States). But although I applaud him for his great career in advertising, it’s his joie de vivre, and his care and feeding of his friends that I really admire and would like to emulate. Which I probably could without waiting for a second go-around in this world if I follow his approach to life as chronicled in What’s On the Board?, a self-published cookbook he describes as “a memoir expressed through food and friendship.”

It's funny how one humble element can have such an outsize effect on an occasion, and on people. The “board” in the title refers to the old tabletop chalkboard Fox found in a junkshop about 15 years ago. It has become as much a character at Fox’s dinner parties as the friends sitting at his table. The meal doesn’t start without the chalkboard greeting the guests, informing them what’s for dinner through charming illustrations of the food and drawings relating to the guests' interests.

“It adds a sense of welcome,” Fox says, “They ask, ‘what’s on the board?’ and the chalkboard tells them.” Not that they’d walk out if the chalkboard wasn’t there — probably — but there would be great disappointment. The chalkboard is as vital to the meal as a toast and a chorus of “bon appetit.”

Neil Fox with Mona Talbott and Kate Arding. Photo: Shaun Kaminoff

What’s on the Board? is filled with the chalkboard illustrations from past dinners and stories of about 30 groups of friends — fellow ad guys, sailors, artists, writers, editors, merchants, sleep counselors, architects, actors, and others who have shared his meals, if not more than a few adventures. It might have been galloping across a high plateau in Chile or voyaging through the Baltics on a tugboat. The menus he presents to these friends and fellow travelers have been inspired by these excursions. Sometimes they’re the guest’s favorite foods. All of the recipes are Fox’s own interpretations, and he has given original names to many of the dishes. He is, he admits, “an old advertising guy who loves branding.”

Speaking of branding, if you’ve ever wondered how a certain prestigious cheese and provisions culinary wonderland got its name, you can thank Fox for blessing Talbott & Arding. They are, of course, the owners’ names (Mona Talbott and Kate Arding). The couple had met Fox through his daughter (Mindy Fox, a food writer, cookbook author, and editor), and asked him for a little naming assistance. It might have been called Hudson Valley Cheese or some other generic moniker but for Fox, who promptly insisted they simply use their mellifluous names. “Easiest branding assignment I’ve ever had,” he says.

In return, Talbott and Arding (the people and the shop) hosted Fox last weekend for a book launch and tasting. He chose to put out his Brandade, a salt cod dish he’d cooked up for his friend Hugo from Miami, who had been a heartthrob on one of Venezuela’s top-rated soap operas before moving to Florida. See? Fox’s interesting friends warranted this book. Some of the lucky ones even showed up to support their dinner-hosting, now cookbook-writing pal.

Fox, who lives in Egremont, includes stories and recipes from dinners with plenty of locals, and although he doesn’t include last names, you might recognize a friend or two if you live in these parts. His stories and recipes might even inspire you to find your own chalkboard and some colorful chalk. You could start with Codfish Veracruz, a dish he made for Sam, a colleague of Fox’s who loved coming up with advertising ideas for clients like M&M/Mars, Colgate, and Lego (directions over here). Fox’s recipe for success in the cooking arena? Put on a favorite music selection, turn the volume up, pour yourself a class of wine, and start cooking.

What’s on the Board? will be available soon on Amazon.

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