Articles in Soapbox
If you knew it took 160 days to grow a carrot, would it change the way you think about eating one?
That’s the question that artist and farmer Matthew Moore set out to answer with a series of time-lapse videos of plants growing from seed to harvest. “If you went to the supermarket, bought a head of lettuce and you were able to see the life cycle of that plant in a few seconds or a few minutes, it might change the way you think about that food,” he said.
Pam Weisz is deputy director of Change Food, a nonprofit that works to raise public awareness and educate consumers about problems with the U.S. food system. Learn more at www.changefood.org.
Art, Moore said, “can put us into a state that words can’t describe — it completely simplifies everything.”
Moore talked about the importance of art in making people think about food at TEDxManhattan, a one-day conference in March featuring leading innovators in the food movement. (See embedded video below.)
In his poignant and emotional talk, Moore said that his story began when he realized that although he is the fourth generation on his family’s farm outside of Phoenix, “I’m also the last to farm this land” because of the massive amount of development going on in the region.
“When I returned to run the family business in the beginning of the last housing boom I just inherently knew that I had to document this process,” he said.
He began by artfully showing the impact of suburban sprawl on the land. In one picture-perfect example, he created a replica of a suburban lot map in which he grew 253 homes out of sorghum and made roads out of wheat.
“What art is so good at is asking questions,” he said. “The question I had was: Why does this make sense? Why is this the best, the highest use of this ground?”
He began to make his time-lapse videos on the theory that most people don’t understand what goes into growing the produce they eat, and that if they did, they might approach the supermarket with a different perspective.
The time-lapse films were shown in a Utah supermarket as part of the 2010 Sundance Film Festival. When consumers approached a selected vegetable, an LCD screen displayed that plant’s entire life cycle, set to music. And, Moore said, people watched. “We realized that it works,” he said. “I did all these conceptual projects, and all I had to do was let the plant tell the story.”
Moore is part of a larger movement using art to encourage people to think more about their food, at a time when consumer interest in food, and how it’s produced, is rising. Many artists are engaged in this work. Stefani Bardin used pills, designed to record video and sound from the gastrointestinal tract, to examine the effects of eating natural versus processed food; the resulting video has been watched more than 3 million times. Tattfoo Tan has developed a range of specialized paint colors matched to the colors of fruits and vegetables, known as the Nature Matching System. He’s used the system to create, among other things, a place mat that has been sold at the Museum of Modern Art Design Store. Photographer Henry Hargreaves created physical maps using iconic foods of countries for his Food Maps series.
Moore founded a nonprofit, the Digital Farm Collective, inspired by what he describes as “the increasing disconnect between consumers and the source of their food.” The DFC’s mission is to broaden the understanding of how food grows and preserve growing practices by telling the story of cultivated crops using video and digital media in schools and public spaces.
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The DFC has sent cameras around the world, asking farmers to create time-lapse videos similar to those Moore has made. Interviews with farmers and practical data about produce as it grows from seed to harvest are also incorporated. This content is available in the DFC’s “Living Library.”
The DFC shares its work through two other programs. The first, Seedlings, provides curricula for schools to get kids engaged in gardening. “Through that we learn how better to communicate and inspire the next generation of growers and consumers,” Moore said. The second, Lifecycles, works to exhibit the DFC’s content in public spaces. For example, the group’s work was part of an exhibit at the San Jose Museum of Art in Northern California this year.
The goal, Moore said, is to inspire and educate. “Consumers play a role in food advocacy every time they go to the grocery store,” he said. “We have to understand the global implications of every choice that we make.
“And all I know is words won’t cut it sometimes,” he added. “Sometimes we need more.”
Main photo: An aerial shot of Matthew Moore’s replica of a suburban lot map, in which he grew 253 homes out of sorghum and made roads out of wheat. Credit: Matthew Moore
We first discovered the food of Myanmar as armchair cooks intrigued by a cuisine, described by Mi Mi Khaing in “Cook and Entertain the Burmese Way” as “the best of Chinese and Indian cooking, but with a distinctive flair all its own.” After repeated trips to Myanmar, however, we would explain Burmese food differently: Indian lacking spice, Thai without fiery chili, similar to Chinese only via its stir fries, or perhaps a shared Yunnan influence with skewered and grilled pub fare. In other words, it’s unlike any other and deliciously unique.
For 20 years we traveled throughout Myanmar, later hosting food tours there, and eventually made a home in Asia. And we’ve never looked back.
ZESTER BOOK LINKS
By Robert Carmack and Morrison Polkinghorne
We’ve tasted and tested almost every Burmese dish imaginable, supping with regional and capital cooks and learning in the most humble kitchens and 5-star sculleries alike.
Myanmar’s cuisine is a perfect fit for Americans. Granted, chili aficionados here will claim that hot flavors are passionately loved by all, but the general American palate seems drawn to the comforting, non-assertive tastes of Burmese dishes. There, the chili is long and mild, closer to a paprika, akin to the capsicums used in neighboring Yunnan province. Curcumin-rich Alleppey turmeric is a principal spice, while masala is the exception rather than the rule. And simple ground star anise acts as the “curry” seasoning for pork. Even salads — with the notable exception of Burmese Lemon Salad and renowned Pickled Tea Leaf La Phet — are infinitely less forceful than in neighboring Thailand. Vegetables and salads are commonly bound and melded with either besan (chickpea) flour or ground peanuts — depending on the regional crop.
The flavor of Burmese recipes are easy to recreate by merely — and gently — slow-frying onion, garlic and ginger in oil, then using the resulting emollient as a ubiquitous flavoring essence – both in curries and salads. Better yet, ingredients are easy to find in the United States, more so if there’s an Indian grocery in your neighborhood.
From armchair to actual traveler, our quest for authentic Burmese cookery continues. We find it as exciting as exploring the country’s awe-inspiring sites — from ancient Bagan to imperial Mandalay, to the temples and caves and floating islands of Inle Lake. The image of awakening to the golden rock, Kyeik Hti Yoe, sitting above the clouds will always linger in our minds, as will the vision of the volcanic plug, Mount Popa, with its golden temples crowning the top like a fairyland. But we equally savor memories of the simple peppery stocks of the country’s Rakhine seafood stew.
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Why Myanmar? Why Burmese?
Although Burma is the name commonly used by Anglo-Westerners, Myanmar is the term used by locals. “Burma” and “Burman” reflects the Bamar ethnic majority, not its other cultural groups. However, our recently released The Burma Cookbook celebrates all this nation’s diversity — historic and ethnic. We chose the title not as a political statement, but because our cookbook includes dishes of colonial Burma, as well as contemporary Myanmar. So you’ll find a recipe for Lobster Thermidor served at The Strand hotel for more than a century, but also a biryani rice that reflects the country’s Indian heritage, along with a “bachelor” chicken curry that can be traced back to larrikin lads absconding with a farmyard chicken and herbs grasped from a neighbor’s garden.
Main photo: Myanmar’s salads are infinitely less forceful than in neighboring Thailand. Credit: © Morrison Polkinghorne
Aubert de Villaine is a rare wine character. The gatekeeper to the most celebrated wines in Burgundy — Domaine de la Romanée-Conti — de Villaine works in the service of his vines. His wealth and power are obscured by frayed tweed jackets and mud-caked boots.
When you meet him, there is no hint of the haughtiness typical of lesser lights in the wine world. Neither is there the equally off-putting salesman’s instant friendship. A private man, de Villaine maintains a surprisingly low profile for someone with his influence.
By Maximillian Potter
Knowing this, I am all the more astonished by the intimacy of the story Maximillian Potter tells in “Shadows in the Vineyard: The True Story of a Plot to Poison the World’s Greatest Wine.” Potter’s unprecedented access to the great vigneron and the people closest to him imbues the book with the spirit of its two main characters, bringing both de Villaine and his vineyards to life as no one has.
This is a thriller, complete with a blackhearted criminal and a scheme so frighteningly sinister it is nearly unbelievable. Unable to put it down, I read it in one sitting.
Lesson in the ‘Shadows’
Potter deftly delivers everything you need to know about winemaking, the French Revolution, de Villaine’s family, the birth of the American wine movement and Burgundy’s history to keep you turning the pages to learn more. When you close the book, you will want to pull a cork as an act of homage and celebration.
My favorite chapters focus on de Villaine’s ancestor, Louis-François de Bourbon, who began the family wine dynasty in the pre-revolutionary intrigue of the court of King Louis XV. From that vantage point, Potter pulls the threads with which he weaves the modern drama that took place in the dark of night on the hillside of La Romanée-Conti vineyard.
In my home, I have two giant bookcases filled with wine books, at least 200 volumes. As a wine writer, I have at least perused nearly every wine book written in the last couple of decades. I keep the ones with information I might need in the course of my work.
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“Shadows in the Vineyard” goes on a separate bookshelf, one reserved for books I’ve enjoyed and want to either read again or pass along to friends. This is a book for anyone who loves a well-told tale. It also might turn you into a wine lover.
I worked with Potter at Premiere magazine when he was a fresh-from-college assistant to the editor. He went on to become an award-winning journalist, writing for Philadelphia and GQ and working as an editor at 5280: The Denver Magazine, Men’s Health and Details. He is now a senior media consultant to Colorado Gov. John Hickenlooper.
The dogged journalist with an open heart I met 20 years ago is in evidence on every page of this, his first book. It is a feat he accomplishes without once getting in the way of the story he tells. Bravo, Max.
Main photo composite:
Maximillian Potter. Credit: Jeff Panis
Book cover: Credit: Courtesy of Hachette Book Group
News travels faster in small towns than on social media, so when Parade Magazine announced last week that my hometown of McMinnville, Ore., was a finalist in a race for the Best Main Street in America, the town’s good gossip suddenly took on a national flavor. Parade praised McMinnville’s Third Street for its picturesque main drag, its homegrown festivals and its award-winning restaurants and tasting rooms.
I hope when people come to town they discover that what sets McMinnville apart is the food – not just the restaurants we love, but how differently people eat here. After all, Third Street is not just a quaint strolling village for wine-country tourists — though its antique storefronts, friendly people and the way every person crossing the street stops traffic might suggest otherwise. Third Street, our Main Street, is the backbone for the food system, and all tendrils reach out from it.
Pride in food
Our restaurants use local food as a source of pride and a matter of fact. For Thistle, a farm-to-table restaurant of the highest caliber, sourcing local is its calling card, the ethos that drives its turn-of-the-century (as in, last century) menu. Thistle has received a lot of deserved attention for the almost holy way its chefs approach food, but the truth is nearly all of the great restaurants on Third Street source from home. Bistro Maison, where diners can relax in the most gracious service in wine country, uses local produce because there is simply no better way to coax out exceptional flavors using French techniques. Nick’s Italian Café has long used seasonal eating to give real Italian specialties a wine country kick, topping Neapolitan-style pizza with nettles from near the river or lacing sultry Dungeness crab through its lasagna. When you eat a patty melt at Crescent Cafe, you are tasting the owners’ own cattle. What we’re discovering as each year passes is a small-town food scene rising to the demands of an international wine public but still keeping the flavors, ingredients and traditions of this place alive.
The restaurant scene is easy for tourists to experience. It is not uncommon for us to meet visitors from Texas who flew in just to eat here. But McMinnville is also the first place I have lived where shopping at the grocery store seems to be an afterthought. If you want honey, you’re not buying it in little bear jars from the shelf, you’re probably getting it in two-gallon jugs from your honey guy. If you eat eggs, they are probably from your own chickens or from your best friend’s. Other places may make a fetish out of vegetable growing, but you don’t get points here for growing a garden. If you have the space, you are feeding your family from your backyard. Half of my friends are part of a full community supported agriculture (CSA) diet and eat according to the seasons. When my friend Jasper orders his Stumptown latte at Community Plate, a breakfast and lunch hotspot, he brings the milk from his own cow.
A culture of sharing
People here live truly hyphenated lives, with eggs in many, many baskets, and for most of them, their hyphens connect in some way to the food system. A chiropractor might run a sideline salsa business, a freelance tech guy might have his hand in kimchi, winery owners might share their homemade peppermint bark at a local food swap. Everyone has access to something special and everyone shares.
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Usually, you don’t have a way to get at the fabric of a place until you’ve lived it over time, but for my family, McMinnville was a quick lesson. When we arrived here in December of 2011, I was two months pregnant. When our second child was born, complete strangers walked food into our kitchen every day for three full weeks. Not casseroles, mind you. Full roasted chickens. Lovingly tended sage and rosemary potatoes. Salad greens dotted with edible flowers. What McMinnville understands more than anything else is how to feed people.
People in McMinnville know how good they have it. Not all of Oregon’s small towns have the infrastructure or the climate to eat like this. A few hours south and far to the east, in other small towns, food scarcity is a real issue. In Brownsville, the last grocery store closed shop a few years ago and the town decided to cover over its baseball diamond with a community garden to help people have better access to food. Far to the east, some towns have to drive more than an hour to find a grocery store.
I haven’t decided whether I really want McMinnville to be the Best Main Street in America. The journalist in me gets starry-eyed at the prospect of having our ordinary lives valued on such a national stage. But the budding small-town girl in me keeps thinking about what it really feels like to come in second. In the moment, you feel so close to the prize that it feels like heartbreak, but afterward, all you feel is the drive for improvement, the room for growth.
Win or lose, as every small-town denizen knows, it feels good to be part of the parade. I’ve been in three small-town parades since I moved here and know now that it is like being invited to the table. The joy comes from feeling the energy of the crowd.
Main photo: Community Plate features seasonal ingredients and is the place to be for families, the laptop brigade and local business owners breakfasting before work. Credit: Emily Grosvenor
Just as fashionistas flock to the runways every season, culinary passionistas swarm the annual Summer Fancy Food Show in New York City for a staggering display of edibles from around the world. Everything from beet yogurt to white truffle brie to bourbon pickles to duck bacon — what used to be called “gourmet,” now, “specialty food” — is represented and this year’s spectacular was the largest on record, with more than 2,700 exhibitors from more than 49 countries sprawled over 369,000 square feet at the Jacob Javits Convention Center.
I hoped it meant that quality food products were on the rise, but after working my way through the exhibits, I wondered whether we’re any closer to that than we were more than 30 years ago when Mimi Sheraton ruffled feathers by writing in the New York Times, “a good 75% of what was passed off as fancy last week at the Coliseum could just as easily be labeled junk.”
Fancy Food’s right and wrong
What is “Fancy Food” anyway? To me, it’s a microcosm of what’s right — and wrong — in today’s food world. On the one hand, we find genuine products from around the world that illustrate the durability of artisanal traditions in the face of a global economy that threatens the very existence of small farmers. On the other hand, the aisles (as mirrored in markets across America) are crammed with novelties inside beautiful jars and packages.
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There’s stuff that struts the fashion, like bacon marmalade, smoked chocolate chips and — yet again — kale, a vegetable I like well enough, but not in my muffins. One year, when slipping fruit into everything was trending, it was tomato and raspberry “marinara.” Is nothing sacred? Much doesn’t fit into the category of actual food, and an awful lot of it is revved up with chemical flavorings, steroids for food.
Nevertheless, the show brings to light unique and worthy products that restaurant chefs seize upon — food such as Mugolio, a sweet pine bud syrup redolent with wild Alpine herbs made by a forager from the Trentino Alps, where the locals have been making it for centuries, or wood-roasted Calabrian figs swaddled in their own leaves.
Unless a discriminating retailer brings such ingredients to market after discovering them at the show, jewels like these don’t typically make their way to home cooks who, by using them, could just as easily elevate their food as chefs do. At the show, I always make it a point to catch up with maverick importers such as Rolando Beramendi (Manicaretti), Ari Weinzweig (Zingerman’s) and Beatrice Ughi (Gustiamo), who go off the highways and even off the map to track down exceptional producers.
Another is Marta Lisi, who discovered the wood-roasted figs and sells them and other artisanal products from Italy’s diverse regions to a few U.S. retailers. I’m a fig aficionado, and I never tasted figs so delectable as these. Headquartered in Sicily, her company, Attavola, distributes her family’s traditional Salento oils as well as a new citrus-olive oil under the label of Piana degli Ulivi. Recently I tasted all of these splendid oils at their estate in Miggiano, Puglia, which has been making olive oil for 750 years. Lisi also runs tasting tours to small “intergenerational” food and wine producers who are off the tourist track.
At Manicaretti’s booth, while dipping a spoon into a jar of Il Colle del Gusto pistachio spread to give me a taste, Beramendi recounted wandering the open market in Rieti, a hilltop city near Rome, and finding a couple selling pistachio and chocolate-hazelnut spreads that looked like Nutella but tasted a lot better. “I told them on the spot that I’d buy everything they made,” he said. Before he knew it, he was back at their farm, sleeves rolled up and helping them to make more. His newest product, ZeroTre, is the first line of organic artisanal vegetable pastinas introduced into this country, the brainchild of an Abruzzese elementary schoolteacher whose family happens to be in the pasta business. It is a product I consider long overdue here, as readers of my column know.
Gustiamo’s Ughi is as fierce a champion as there could be for the products she hand-picks. She’s been a veritable Joan of Arc for her San Marzano tomato producers, denouncing the big corporations for their fraudulent practice of counterfeiting “San Marzanos” to make us think we’re buying the real thing. Another of her finds, Sant’Eustachio coffee, has had a cult following since it was established in 1938. International celebrities and discriminating locals alike flock to its cafe in Rome, just across from the Italian Senate where the organic and fair trade beans are roasted over a wood fire. Even though the open fires are illegal in Rome, the government never shuts them down. What politician would want to be without his Sant’Eustachio espresso?
Ultimately, “Fancy Food” may seem to symbolize the tastes of an affluent society for new and exotic foods. Yet, in the best of all worlds, it also celebrates the enduring cultures of those whose lives are inextricably tied to the vitality of their soil. The Fancy Food Show, along with other exhibitions such as the International Artisans Show in Florence I attended just two months earlier, provide an invaluable platform for new generations who continue the ancient traditions.
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Fancy Food Show product highlights
Benedetto Cavalieri Pasta: artisan dried semolino pasta from the Salento | From Cavalieri’s own local heritage wheat; bronze die-extruded, intense wheat flavor, ideal elasticity and chewiness | Producer: Benedetto Cavalieri, Puglia, Italy | 1999 sofi award winner, best pasta
Broccolo Friariello di Napoli: friarielli in extra virgin olive oil | As yet undiscovered in the U.S., friarielli is a variety of broccoli rabe that has inspired endless poetry in Naples; preserved in the producer’s own olive oil, to toss with pasta. | Producer: Maida Farm, Campania, Italy
Crunchy Capers: dried capers (new product) | Exceptional floral flavor and big crunch; the best thing you could ever put over deviled eggs. | Producer: Gabriele Lasagni/La Nicchia, Pantelleria, Sicily, Italy | 2014 sofi awards nominee
Faella Pasta: artisan dried semolino pasta from Gragnano, the original pasta-producing area around Naples | Anelli Rigati, “ridged rings” are elusive outside of a few of Italy’s regions; it’s about time they were exported here; great for pasta e fagioli — the beans fall right into the holes. | Producer: Pasta Faella
Gustarosso Pomodoro S. Marzano D.O.P.: The real San Marzano plum tomato, meaty and simply the richest-flavored tomato in the world, grown in the Sarno Valley, near Naples | Producer: Danicoop
Marina Colonna’s Citrus Oils: bergamot, clementine and lemon extra virgin olive oils | The citrus zest is pressed with the estate’s olives, resulting in delicate and fragrant oils that are suitable for finishing and baking. | Producer: Marina Colonna, Molise, Italy
Mostarda: Mixed fruit mostarda | Lombardy’s unique, ancient sweet and pungent fruit preserve, spiked with zingy mustard oil; an essential ingredient in the pumpkin tortelli of Mantova; accompaniment to the region’s famous boiled meat dish, even better with roasts. Producer: Corte Donda, Lombardy, Italy
Mugolio: rare pine cone bud syrup | The Alp’s answer to maple syrup, with complex and delicate wild flower and rosemary essences, used for finishing anything from roasted pork, poultry and game to topping ice cream and panna cotta. | Producer: Eleonora Cunacci/Primitivizia, Trentino-Alto Adige/Südtirol, Italy
Piana degli Ulivi: extra virgin olive oils | Estate bottled extra virgin olive oils from Cellina di Nardò, and Ogliarola Salentina olives from the Lisi family trees; also, a new, intensely citrus extra virgin olive oil made from pressing one-third lemon fruit with two-thirds olives — for finishing and flavoring. | Producer: Merico Maria Rosa, Puglia
Pomodoro del Piennolo del Vesuvio D.O.P.: These famous organic cluster tomatoes from the mineral-rich volcanic soil of Vesuvius are an ideal balance of sweetness and acidity; they’re what make Neapolitan pizzas and tomato sauces incomparable. | Producer: Casa Barone, Campania, Italy
Pistacchiosa, Noccioliva, Granellona Brut: pistachio or hazelnut-chocolate spreads (smooth or chunky) made with extra virgin olive oil | Move over Nutella, not only does this stuff taste lightyears better; it’s actually good for you. | Producer: Il Colle del Gusto, Lazio
Sant’Eustachio: Wood-roasted Arabica espresso | With coffee quality on the decline, Italians have resorted to inventing new ways of drinking it — more and more “latte,” “macchiato” and the like. Not so with Sant’Eustachio — they drink this straight up. | Producer: Raimondo and Roberto Ricci, Lazio
TreZero: Organic pastina (new product) | Italy’s baby food, four varieties: zucchini-spinach, pumpkin-carrot-tomato; gluten-free; classic wheat | artisanal process | Producer: Rustichella, Abruzzo, Italy
Main photo: Rolando Beramendi, left, founder of Manicaretti, with business partner, Sara Wilson, working on her cellphone in the background. Credit: Julia della Croce
Crickets, love ‘em or leave ‘em, are the soundtrack to our summer nights. Megan Miller, co-founder of Bitty Foods, sees them a bit differently.
“When I think of crickets, I think of the future of food,” she says. “Insects are in fact the most efficient form of protein on planet earth.” Miller spoke about the benefits of eating insects at TEDxManhattan, a one-day conference featuring leading innovators in the food movement. (See video of her talk below).
Insects are eaten in many cultures, but Miller is well aware that many people find the idea less than appetizing. Bitty Foods has taken steps to reduce the barriers its products might face by turning crickets into something more palatable.
“It might be difficult for a lot people to consider eating whole insects, but they become a lot more manageable when they’re in the format of cricket flour,” she said.
The flour is made from whole insects dried and milled into a fine powder. Bitty Foods sells the flour, which has been mixed with other ingredients that enable it to be substituted for baking flour, as well as cookies made from cricket flour. These are available in three flavors: chocolate chip, chocolate cardamom and orange ginger.
These products represent the beginning of what is envisioned as a complete line of goods, beyond just snacks. As Miller explains, the vision is to take foods “that are normally completely carb-based and boost them with protein so you end up getting a much more nutritious meal.”
“The basic premise is that we are trying to introduce people in the U.S. to edible insects with delicious foods with good design,” she said. “We have gotten a really great reception faster than we expected.”
Miller lists five of the many reasons why the idea of eating insects should be taken seriously by those concerned about their health and/or the environment:
- Cricket flour has 7 grams of protein per quarter-cup serving as well as healthy fats, vitamins and minerals. Bitty Foods’ cricket flour is also gluten-free.
- Insects can be grown with very little land and very little water. If you feed crickets 10 pounds of feed, they will produce 9 pounds of edible cricket protein. By contrast, it takes 10 pounds of feed to get 1 pound of beef.
- If eating insects becomes common, we could reclaim some of the 30% of the Earth’s land surface — one-third of the Earth — which is currently being used by the livestock industry to grow animals and the grains the animals eat.
- We could reduce our greenhouse gas emissions by an estimated 18% if insects become a part of the mainstream food supply.
- Having insects take the place of more resource-intensive sources of protein could lower the cost of food all around the world by about 33%. The United Nations Food and Agriculture Organization has published a report concluding that edible insects may be the key to stabilizing the global food supply.
Miller notes that there are 2,000 species of insects that can be, and are, eaten by people. She chose crickets because they don’t carry any diseases that are transmissible to humans and they don’t destroy crops, so people don’t have negative connotations. “I think crickets have a very nice cultural association for Westerners, with the nice chirping and the summer nights,” Miller says.
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Bitty Foods now sells its products through its website, www.bittyfoods.com. The company recently began working with a food distributor and hopes to be in stores within a few months, starting in its home market of the Bay Area and then expanding to New York City.
Miller, who began her career as a trend forecaster and consumer researcher before turning to edible insects, thinks that edible insects are on the cusp of becoming trendy.
“I see a powerful shift happening in the way that people think about food,” she said. “People are more interested in sustainability than ever before and understanding where their food comes from. And thanks to the Internet we’re constantly being exposed to new trends and new ideas and even new cuisines.”
As a result, she predicts, “There’s an emerging edible insect industry in the U.S. In the next decade, insects will move from being a crazy, edgy food to being a completely mainstream food for most people.”
Main photo: Megan Miller in her Bitty Foods kitchen. Credit: Courtesy of Bitty Foods
This story was written by Pam Weisz, deputy director of Change Food, a nonprofit that works to raise public awareness and educate consumers about problems with the U.S. food system. Learn more at www.changefood.org.
I’m browsing the superfood aisle at Whole Paycheck, wondering if the companies that sell these products just discovered they’re super or they’re food. They discovered they’re superprofitable — that’s for sure. High in antioxidants or other powerful nutrients, their chia and hemp seeds, cacao nibs, maca powder and goji berries are going for $18 to $25 a pound. And South American acai, camu and maqui superfruit powders sell for a whopping $80 to $138 a pound! Apparently there’s nothing dense about the marketers of nutrient-dense foods. But since there’s no USDA certification for superfoods, who’s to say my maca’s not mediocre?
I don’t see any scientists using the term “superfoods,” and critics say there are plenty of whole foods that are really and truly nutritious. Still, there must be some authority deeming these foods so super. I’m picturing this superfood czar in a corner office of the jungle surrounded by mountains of seeds, berries, roots, nuts and nibs with a big, red rubber stamp that says, “SUPER!”
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Hey, I’m as good a judge of super as the next foodist. Maybe I could cash in on this new cash crop! I’m thinking the best way to do it is to discover my own superfood. First I’ll pick a country — one that’s outside the superfood spotlight yet has vast jungle offerings. There are already Brazilian and Amazon superfoods; Incan, Andean and Aztec superfoods; Turkish, Persian, Kashmir and Chinese superfoods; Mediterranean and African ones, too.
Hmm … Bhutan might work. It’s got amazing biodiversity with the Himalayan mountains, rainforests and jungles and is still largely untouched by the West. They must have something I could forage to make my fortune. I can already see a jungle-to-table logo on the packaging. And since the Bhutanese are Buddhists who coined the term, “Gross National Happiness,” they should be pretty chill over my intention. But berries and seeds are so last year. Wouldn’t it be neat if I could find a berry and seed superfood in one? A berryseed would be the super-est food ever!
The Koch sister of sustainability
Yep, I’ll swoop into Bhutan, find all the berryseeds, form a corporation, get the local women to harvest them, create a women’s cooperative, and then donate 10% back to them and claim my company is all for their benefit. Ooh, I like it. I just need to get Fair Trade, USDA Organic and Rainforest Alliance certifications, and I’ll be on my way.
It shouldn’t be too hard. I’m sure there are lobbyists swarming that corner jungle office. I can hardly wait to hobnob with the palm oil-maker mucky-mucks at trade shows in Indonesia. I’ll be the Koch sister of sustainability. I’d hate to give up this lucrative career as a food blogger and all, but the world is awaiting my product for health, healing and happiness — all while benefitting an underserved community — me!
I’m thinking I’ll sell more product if I can pinpoint exactly what it’s so super for. Maybe I’ll search for a berryseed that curtails lethargy in women. What a lofty, pro-planet goal! When my superfood cures this debilitating symptom, women will have enough energy to make the same wages as men. Yessss! After the Bhutanese women spend a few back-breaking seasons picking and harvesting my berryseeds, lethargy in women and income inequality will be totally eradicated! First I’ll empower the Bhutanese women — then I’ll empower every woman on the planet! Watch out, world! Women are coming to save humanity from Greedy Guy Syndrome!
Well, I better get packing. Let’s see … gardening gloves, mini shovel, BPA-free container for my berryseeds and, oh yeah, my Dzongkha Bhutanese dictionary. I wouldn’t want to say anything culturally insensitive when I demand access to my berryseeds. I want the Bhutanese people to know I understand and respect them — that we’re all equals on this sacred planet. Well, except for women. But with my berryseed twofer, we’ll be one soon enough.
Saving womankind feels great! I don’t know why I waited so long! Really, you should try it! But pick another country for your superfood. Bhutan’s mine.
Main photo: Why stop at superfoods like blueberries when you can invent new ones? Credit: Nolan Hester
Can the kitchen hold the recipe for romance — or is the gender divide too great?
On a reality TV show known for romantic fantasy, a recent cooking-themed date fizzled more than it sizzled when “The Bachelorette,” Andi Dorfman, sought to heat things up with Brian (one of about a dozen eligible bachelors at her disposal) on a foodie date in the most romantic of locations — Marseille, France. But like a stubborn soufflé, the evening fell flat.
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Before Andi and Brian enter a kitchen in which one can imagine Julia Child herself finding passion, contentment and satisfaction within the pleasures of French cuisine, they snuggle together in a private cinema. Andi and Brian view “The Hundred-Foot Journey,” a cinematic adaptation of Richard C. Morais’ best-selling novel, in which a cross-cultural culinary rivalry yields compassion, transformation and love. The film inspires Andi to bring its plot to life. She and Brian visit local markets and shops, gathering ingredients for a French feast, an experience that Andi describes as one out of a movie or fairytale. Beyond a gastronomic adventure, however, Andi hopes to cook up some romance, to find her own recipe for love.
But instead of the sumptuous cooking and feeding scenes that viewers associate with food films, the passion quickly cools between Andi and Brian. As a man who does not cook, Brian admits that he is “outside of his comfort zone” and grows so uncomfortable in the kitchen that he emotionally shuts down, communicating with only curt responses and making no displays of affection. As they chop carrots, marinate frog legs, toss a salad and slice a baguette, they are spatially separated, standing back-to-back or on opposite ends of the kitchen space. Mimicking a scene from “The Hundred-Foot Journey,” a disappointed Andi waves a limp asparagus spear in the air, the vegetable’s figurative impotence displaying the date’s failed chemistry.
Cooking, gender and the celebrity chef
Andi and Brian’s disastrous food-focused date echoes a collision of expectations that surround cooking. Although the gender divide is softening in many households, conventional roles dictate that women are expected to cook in the home. Men more often are not. Rather, it is typically men who cook in professional kitchen as chefs. This episode of “The Bachelorette” taps into the increasingly commercialized sex appeal of celebrity chefs, who, even as female chefs make great strides in restaurant kitchens, continue to be mostly male. For example, a study from the Restaurant Opportunities Centers United found that women are hired for only 19% of chef positions, a gender gap worthy of our ire.
And, in the American media, popular chefs exude a particular brand of rugged masculinity. Consider this description of Todd English in the New York Post: “By turns macho and sexy, charming and just a bit cheesy, he’s the guy you get your mojo back with on some far-flung Mediterranean island.” The iconic male chef is always in control — of himself, his knife, his ingredients, his suppliers and his staff. He is commanding. He is as “hot” as the roasting, boiling and sautéing that take place around him in the kitchen that he manages with an unwavering authority.
An unfulfilled food fantasy
Held to these standards of professionalism and macho masculinity, Brian fails to fulfill his role as the sexy chef in Andi’s food-film-inspired fantasy. He is not knowledgeable on cheese. He cannot describe how he prepares broccoli. He fails to seize the moment in every way. Beyond not playing his part, by not complimenting Andi’s command in the kitchen, he also fails to validate her femininity.
Cultures map gendered expectations onto food and cooking. Who cooks, why, how, what and when speak volumes about how a culture defines masculinity and femininity, professional prowess and familial devotion. There are also literal connections between food, sex and desire — from aphrodisiacs to food foreplay à la “9 1/2 Weeks” or “Tampopo.”
In the end, though, eaters need not hold themselves to professional standards or aspire to culinary fantasy. It is always an option to “just leave cooking to the movies,” as Andi and Brian did, rekindling their budding relationship at a restaurant over beef bourguignon, a dish whose depth and richness they can only hope their love might come to emulate.