contests on websites like cookingcentral.com. kristina vanni, who runs the site, says there are more than 500 contests and $3 million in cash and prizes every year. >> there's a lot to be won. you just have to claim your piece of the pie. >> i will just mix a bit of this stuff together. >> reporter: there's more. did you ever wonder how the celebrity chefs come up with all those cookbooks? denise vivaldi is behind some of them, like suzanne somers. >> gorgeous. pan is hot. be careful. >> reporter: she is a recipe ghostwriter. >> oh, did i tell you that? yes, i did. >> reporter: charging $200 to $400 per recipe, from white chocolate souffle to grasshopper pie. >> no one is more surprised by my success than me. >> reporter: lastly, you can strike it rich in the $88 billion specialty food business. meet erika kereks. her secret sauce, a ketchup alternative called, what else, not ketchup. erika packages and ships right from her home.