In July 2009, Jeff Kraus went to France on vacation. Kraus, a foodie confined to corporate America, avoided the tourist traps in favor of two truly French locales: the kitchen, where he learned how to prepare traditional macarons, and the local market. The market stimulated Kraus’ senses with its rustic colors, constant bustling, new textures, sharp smells and cosmopolitan tastes that rivaled those from Paris’ most expensive restaurants. The vendors were approachable, warm, full of energy and passion. “These were modest people, mom ’n’ pop vendors, taking everything they had to serve customers the best food possible,” he says. Kraus knew he had to bring a piece of this home to Arizona. He came back with a business idea. In November 2009, Kraus and his wife, Erin, started Truckin’ Good Food, a Parisian-style street food truck specializing in crêpes and other French goodies. Today, it’s one of more than a dozen food trucks in the Valley, representing an industry that is experiencing a surge in popularity across the country. Food trucks have been around for decades, and in worst-case scenarios faced a “roach coach” reputation. But in the past five years, mobile gourmet eateries have bucked stereotypes. The movement has been picking up serious steam in urban, pedestrian-friendly cities like Los Angeles, San Francisco, Portland and New York City, which boasts more than 500 food trucks. From crème brûlée to clam chowder, some trucks are in such high demand that lines span city blocks. Despite the hype, Phoenix has been slow to catch on, to say the least. The Valley lacks a steady pedestrian population, and its city codes governing mobile food vendors are strict and rigid compared with other major metropolitan cities. But that’s not stopping the current food truckers from rallying together to create awareness. In September, a small group of frustrated but excited business owners came together. These foodie peers formed the Phoenix Street Food Coalition, which now boasts 25 members. But the membership is indicative of the sheer newness of the trend: Only a handful actually have ready-to-roll trucks. Read the rest <here>