SALES HANDLE: Go beyond pickling and preserving with this guide to making kitchen staples from scratch, including brewing, cheese, grains and vinegar. KEY SELLING POINTS DISTINCTIVE: Package is beautiful and tactile, distinct in both look and feel as a chunky, unjacketed hardcover, while the competition is still utilitarian and crunchy. TREND: This book is for the ever-growing number of DIY foodies who are looking for projects beyond jams and pickles. Canning and preserving books are among the top sellers on Amazon. Burpee Seed company stats, Gourmet Retailer, as well as articles and independent research groups tells us that the numbers of people growing food in urban areas and shopping at farmers markets has increased yearly for the past two years and continues to grow. VALUE: 75 recipes and 36 photos in a rich package is a great value at $27.50 -- not to mention that you're buying a guide to self-sufficiency and the process of connecting more deeply with the process of feeding yourself. SALES: to capitalize on our success with DIY tiles.