People collect inane amounts of recipes for food and drink, yet the recipes below CP 150 are rarely used.
How about a world encounter where the Player has to:
(for food) feed a hungry pilgrim, feed a fleeing family, supply a party for the newly weds, deliver food rations for the army, etc.
(for drink) slake the thirst of a wanderer, get alcohol for a party, a casual request from a rude NPC, etc.
Let the player have a choice from the common recipes used in daily Provisioning writs and two other recipes not used in writs, one of them being blue.
If the player does not know the recipe, he / she can provide the ingredients for half the gold. Some of us collect ingredients and... that's that. They are used but only for daily writs or master writs.
Now, as for the gold, let it be Recipe Improvement level-dependent:
Recipe Improvement VI: high reward
Recipe Improvement V-IV: average reward
Recipe Improvement III-II: low reward
Recipe Improvement I: very low reward
Table as to how much gold - here