Living in Chicago and working as a traveling salesman in the 1920s-1930s, Duncan Hines had a hobby—visiting and assessing restaurants. He said he was looking for “standout attractions in the culinary department.” His hobby eventually made this native of Bowling Green “America’s foremost food authority” and one of the most recognized Kentuckians of the twentieth century. This article traces the biography of the culinary entrepreneur from his early years in Bowling Green to his successful publishing ventures, and finally to the phenomenal marketing strategy that was used to create one of America’s most enduring and endearing brands.