search by region
Pacific-West West Central Mid-West South-East North-East
  • Region
Pacific-West West Central Mid-West South-East North-East
  • Location
  • to search by radius, close this filter and enter a zip code in the search box above
  • Category
  • Type
  • Compensation
Carole Murko
Creator, Host & Executive Producer
Heirloom Meals
November 13, 2012

Carole's story, like everyone else's, is totally unique, but nonetheless you may find that you recognize yourself in it. Many of us have traveled (are traveling) a long and winding road to our dream job, with lots of detours and side jobs along the way. What's exciting about Carole's experience is that she proves how much can be accomplished just by taking action - asking the right questions, making friends with people, and persevering. In fact, she once hosted and interviewed (our idol) Ruth Reichl at home. How did she do it? She just asked . . .

Want to see Carole in action? Tune in to catch her 2 PBS specials: Heirloom Meals' Thanksgiving in November and Heirloom Meals' Christmas in December - Check your local listings for dates and times.

When did you know that you wanted to work in food?

Do aha moments actually occur? I think they do, but not like a lightning strike. For me I have been on a lifelong journey toward my aha moment. I had a multi-year career in financial services and even earned the coveted CFA. In my heart, I knew from day one that I was on the wrong path. The problem was I didn't quite know how to access that part of me that would allow me to be me, that is, in a work capacity. I even remember saying, "I don't know what I want to be when I grow up, but at least I will make some money." But don't get me wrong, during those years I was always taking classes networking and thinking. I knew I'd figure it out.

When I finally left financial services I actually started a company called Dodo Unlimited. I created a brand using the dodo bird to symbolize: Don't let your individualism become extinct  - Dare to be different. I wrote two kids books, designed a hand puppet and a full line of dodo-branded extensions. Unfortunately, I was undercapitalized and had to move on. At the time I was helping a friend decorate their new condo and assisted with the construction management. A semi-aha moment happened. I simultaneously enrolled in design school and began advertising for decorating clients. I had the good fortune of a great network and a well-developed sense of style, so client acquisition was relatively easy. What I didn't plan for or anticipate was how different it was selling curtains versus selling complex financial services to Fortune 100 treasurers. My pedigree and experience in financial services provided an instant level of respect. In home decorating, one plays in a much more emotional sandbox, often playing the role of psychoanalyst to both husbands and wives. I learned that once you were involved with their underwear drawer, all behaviors got weird.

When I moved to the "country" - Stockbridge, Massachusetts to be exact - I continued my decorating business and added real estate sales to the mix. And now I was officially miserable. But being an achievement-oriented, non-quitter, I persevered. And then, I met Carole Hyatt, a wonderful woman who runs a workshop called Getting to Next. It is designed for women who are trying to move up the ladder in their current job, re-enter the workforce after maternity leave or find their passion. Designed to reduce you to your core values, the workshop does just that. So, while one would like to think the aha moment is actually a moment... It is actually a lifetime leading to a moment. I discovered what I already knew deep inside of me: my core values were: I love to cook, I love my family, and I love to entertain.

Now while one might find those three things very vague, they weren't to me - they were part of my fabric, my life's context.  And, I had always secretly envied Martha Stewart.  And now I knew I had to figure how to create my own empire!

After a year of soul-searching, research and happenstance, I came up with the idea of Heirloom Meals.  I have no children of my own but I have great recipes and stories that I like to share. I imagined a platform to share and encourage others to preserve their tried and true recipes and stories.

Heirloom Meals is a storytelling platform that uses the radio (NPR), television (so far to one-hour public television specials), and the web to share our deep connection to our ancestral foods and treasured family recipes. Food is the great connector - it connects us to our past and is the bridge to the future.  By bringing peoples' stories to light, I have learned how family and community are really where all change will happen.  There is no better expression of love than making meals from scratch with real food for and with your family and friends.

Heirloom Meals provides a positive and uplifting message about family, community, and the importance of eating local, seasonal foods.

How did you get your current good food job?

I created it.

How did your previous work or life experience prepare you for a good food job?

My previous work experience is very helpful because I have a solid financial and economic background.  While those skills are not directly used on a day-to-day basis, I know how to make a professional business presentation. I also learned the art of networking - perhaps the most valuable skill one can have in this current economic environment.   And as far as the cooking/kitchen part of Heirloom Meals - well, growing up in a food-obsessed three-generation household with my Italian grandparents, my parents and the kids is all you need to know. Food was currency to my grandfather.  Food was love to my grandmother and cooking happened morning, noon and night. I was attached to my grandmother's apron strings and learned to cook, set the table and entertain at an early age.

What was the greatest obstacle you had to overcome in pursuing your Good Food Job dream?

So, while on the surface I have been extremely successful with launching a dream job, I haven't mentioned that I am still doing interior decorating to pay my bills. Heirloom Meals is still a capital consumer. Every step of the way there are expenses. Take trademarking, for instance. One might think, you apply, pay your fees, you're trademarked. Not so. You actually then have to prove you are using it in a way that satisfies the trademark police. Hence I've had to pay more money to file for an extension every six months so that it doesn't get used in one of the ways that I imagine it will be used.

For the most part, I work every day, seven days a week. There are times when my mind and body suggest that it is not sustainable. It is during those times that I have to take a step back. I've also become very spiritual about the process - awaiting the signs. In fact, I had taken some time away from Heirloom Meals last spring because I didn't really know what my next steps were. When I least expected it,  I received an email from Pete and Gerry's Heirloom Eggs. They were curious to know whether I was still pursuing doing a show on public television. I told them that I was still interested but had a difficult time raising the money. They said I should consider doing a one-off, hour-long special. Thanksgiving, perhaps?

All the stars aligned. I had recently met a cinematographer with whom I wanted to work, I called a couple of other companies and asked if they would take a shot as a sponsor and within six weeks of the first conversation with Pete and Gerry's, I was filming my first ever Heirloom Meals public television special.

Through this process, I've learned to ask directly for what I need, or for what I think I need to move forward. I am also a relentless networker. If I send an email or make a phone call and don't get a response - I just do it again until I get one!

Although it may seem trite, passion and heart are what keep me going. Everything about Heirloom Meals feels right to me. And the saying, "90% of life is just showing up," is true.  There are times that I think I need my head examined - that I am crazy to think I can pull this off.  But my staying power is starting to produce the signs that the tortoise does win the race. I have produced 2 one-hour public television specials, have two big sponsors that are engaging in conversations to develop deeper partnerships and I am in discussions with a potential business partner to raise funds for a full TV series to bring Heirloom Meals from a "friends and family" business to a small business with revenue streams.

It's not easy. But it's worth it!

What can you identify as the greatest opportunities in food right now?

I believe the greatest opportunities are in sustainable farming, kids culinary education and nutrition, and the local food economy.

If you could be compensated for your work with something other than money, what would it be?

To see people use food as love.  To enjoy and celebrate our diverse food heritages. To share our abundance  with the less fortunate.

More stories in business, culinary, media
Related Jobs