Market to Table — The Journal

From the editors

A cookbook that starts with what looks good today.

Most recipes begin with a shopping list. This journal begins with a walk through the market: what’s ripe, what’s cheap, what smells like it wants to be dinner. That’s how Brad cooks, and it’s the whole idea here. Great ingredients first; the recipe bends around them.

You know him from the chopping videos: fast knife, loud music, a grin you can hear. Those reels are sixty seconds. Here, each dish gets the long version: every step, the knife work at real speed, the swaps when the store is out of something, and why it all works.

Every recipe is plant-based. Every recipe carries its macros, because the man is a personal trainer and protein counts. And every recipe comes with the playlist, because nobody should chop onions in silence.

— The Market to Table desk

01 · The drop

Every week, one dish, five ways in.

The reel shows you it’s possible. The journal shows you how, at the pace of your own kitchen.

Brad’s footage here. Chaptered, so you can jump straight to the knife work or the sauce.

i.
The long cut
A full-length video of Brad making the dish, in chapters: mise en place, knife work, the sauce, plating. Far more detail than any reel.
ii.
The card
A printable recipe card, set like a cookbook page. Quantities, steps, timing. Stick it on the fridge.
iii.
The list
A grocery list sorted the way a market is laid out, ready to send to your phone.
iv.
The numbers
Calories, protein, carbs and fat per serving. Written by a trainer, so the protein isn’t an afterthought.
v.
The playlist
The songs he cooked to, track by track. Press play, pick up the knife.

07 · Index

What’s in season this week.

South Florida, late September. Pick what looks best at your market and we’ll point you to the features that use it. Numbers refer to the recipes below.

Tap an ingredient to see where it goes.

08 · Features

Nine dishes, numbered like chapters.

A taste of the archive. Members get the long cut, the card, the list and the macros for every one.

10 · The card

Set like a cookbook page, built for a kitchen.

This is the real format members get with every drop. Print it, or send the ingredients to your grocery list.

Feature No. 01 Crispy fiesta potatoes in a cast-iron skillet with peppers, red onion, jalapeño rings, cilantro, lime wedges and an orange cheez sauce drizzle

Crispy fiesta potatoes in a cast-iron skillet with peppers, red onion, jalapeño rings, cilantro, lime wedges and an orange cheez sauce drizzle

Market to Table · Issue 01Serves 4 · Plant-based

Fiesta Potatoes with cheez sauce

Skillet-crisp potatoes, charred peppers and red onion, drowned in a cashew cheez sauce that pours like nacho night. Breakfast, dinner, or straight from the pan.

15min prep

25min cook

14gprotein / serving

480kcal / serving

Ingredients

Macros per serving

Protein 14gCarbs 62gFat 21gFiber 9g

Method

Soak the cashews. Cover with just-boiled water and leave 10 minutes while you prep. This is what makes the sauce silky.
Cut everything to the same size. Potatoes in 2 cm cubes, peppers and onion in 2 cm squares, so it all finishes together.
Crisp the potatoes. Hot cast iron, oil, potatoes in one layer. Leave them alone for 8 minutes, then toss with the spices and cook 10 more.
Add the veg. Peppers and onion go in for the last 6 minutes. You want char at the edges and a little bite left.
Blend the sauce. Drained cashews, nutritional yeast, chipotle, garlic, lime and 120 ml water, blended until it pours.
Finish loud. Sauce over the skillet, jalapeño rings, cilantro, lime wedges. Serve from the pan.

Macros and quantities in this sample are illustrative.

12 · The long read

From the cage to the cutting board.

A broken back at nineteen, a doctor’s warning, and the plate of vegetables that changed the plan.

Words by the Market to Table desk · 6 min read

A pair of worn red boxing gloves hanging on a sunlit kitchen wall beside dried herbs and copper pans, lemons on a cutting board below — The gloves still hang in the kitchen. They just moved rooms.

Bradley Jimenez was nineteen and fighting MMA when he broke his back in a fight. The doctors were clear about the path: surgery, and maybe never being an athlete again. For a kid whose whole life was training, that was the end of the sentence.

He took a different path. He went plant-based, built his plate around anti-inflammatory food, and put in the rehab. Slowly, the body he’d been told to give up on came back, and so did the training. Food wasn’t a side note in that recovery. It was the plan.

Part twoThe steakhouse years

The kitchen came next, and not the obvious one. He worked as a chef in a steakhouse, then as a personal chef cooking meal prep for clients. That’s where the knife skills came from, and where he learned what makes food people actually want to eat all week.

Great food doesn’t start with a recipe. It starts with whatever’s ripest on the table.The journal’s premise

Part threeOnions, set to music

In March 2020 he started filming his meal prep for TikTok: fast, joyful chopping cut to great music. People couldn’t stop watching. He describes himself as the most obnoxiously happy human you’re ever going to meet, and it shows in every frame.

19Age when he broke his back

2.7MFollowing on TikTok as Just Brad

500KOn Instagram, where the bio says “I cook things”

The philosophy has stayed the same since the steakhouse: shop the market, stay flexible, turn the music up. This journal is that philosophy with the long version finally written down, and filmed.

18 · How it works

The weekly rhythm.

A calm schedule for a loud kitchen. One new feature each week, plus the extras that make it a habit.

Mon.

The market note

What’s in season and the ingredient to look for this week, so you shop before you cook.

Wed.

The drop

The new feature lands: long-cut video, card, list, macros and playlist, all in one place.

Fri.

The vote

Members request and vote on what comes next. The winner gets filmed.

Sun.

The prep plan

A meal-prep plan that turns the week’s dish into lunches, with a combined grocery list.

Eight glass meal-prep containers filled with colorful plant-based meals

Monthly live cook-along. Cook the feature together, in real time.
The full archive. Every past feature and video, searchable by ingredient.
Reader’s table. Post photos of what you made; the best ones run in the journal.
Cancel anytime. Two clicks, no phone call.

20 · Rates

Subscribe to the journal.

Three ways to read. Every subscription is plant-based, macro-counted and cancel-anytime.

The sample issue

Newsstand

$0

Free, no card needed

Three full recipes with cards
The complete reel archive
The Monday market note

Read free

Most readers Every week

Monthly

$9 / month

Cancel anytime

A new feature every Wednesday
Full-length chaptered videos
Cards, lists, macros, playlists
Meal-prep plans and the vote
Monthly live cook-along

Subscribe monthly →

The collected year

Annual

$79 / year

Two months free · giftable

Everything in Monthly
Twelve months for the price of ten
Send it as a gift subscription

Subscribe yearly

Pricing shown is illustrative for this prototype.Checkout opens at launch.

22 · Letters

Letters to the editor.

The questions readers ask before they subscribe.

Can I cancel anytime?

From a reader who hates phone calls

Yes. Cancel from your account in two clicks and keep access until the end of the period you paid for.

Is everything vegan?

From a curious omnivore

Every recipe is fully plant-based. You don’t have to be vegan to cook them; plenty of readers just want more vegetables that taste like a treat.

I can barely hold a knife. Is this for me?

From a nervous beginner

Especially for you. The long-cut videos slow the knife work down to real speed, and each card flags the easy swaps. Skill levels are marked on every feature.

What can I watch it on?

From a reader with a tablet on the counter

Phone, tablet, laptop or TV browser. Cards print on standard paper, and grocery lists send to your phone.

Can I give it as a gift?

From someone’s very lucky roommate

Yes. The annual subscription can be sent as a gift with a start date and a note.

Are the macros accurate for my goals?

From a reader counting protein

Every card lists calories, protein, carbs and fat per serving, calculated from the listed quantities. They’re a guide, not medical advice.

Start at the market. Not the recipe.