Can Gastro-Tourism Save Greece and the Eurozone?
The Greeks seem well on their way to a fate akin to the Dodo. Or so one gathers from media reports on the southern Eurozone countries known as PIGS — Portugal, Italy, Greece and Spain — and the economic free fall that has threatened the survival of the Eurozone.
Of the Eurozone’s southern-tier PIGS, the Greeks are the real tragedians, an Homeric tale of hubris, greed and corruption that has pushed the feta capital of the world to the brink of self-destruction that would make America’s Great Recession look like a picnic.
So how can we help, we who believe in Greece more, perhaps, than the Greeks? We, that is, who grew up loving tzatziki, moussaka, spanakopita and “Zorba the Greek.” I’m thinking gastro-tourism and its twin, agro-tourism. And I’m proposing a new airline, CULINAIR, and we are going to save Greece and the Eurozone one cuisine at a time. Yes, a UFO invasion, waves of 737s filled with Urban Food Obsessives, aka foodies, descending on Greece to plant dollars in the fertile fields of the Peloponnese.
Meanwhile, back on planet Earth
One recent headline in the Wall Street Journal puts Greece’s tragedy this way: “For Greeks, Crisis Reverses A Generation of Progress” (Nov. 19, 2012). The article focuses on the stories of several nouveau bourgeois Greeks forced to leave Athens and return to their ancestral villages and family farms and to lives of hard labor and poverty.
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Or, as journalists Gordon Fairclough and Nektaria Stamouli put it in their Journal article, “Families that had clawed their way into the middle class in the decades after World War II are slipping painfully backward.”
Painful, of course, but backward? Sad that Greeks raising goats to make cheese and harvesting olives for oil, two things they do as well as any country in Europe, consider themselves losers. “For many people my age growing up in Athens,” says a former plumber featured in the article, “they wouldn’t ever imagine doing something like this.”
“This” refers to milking a goat.
Ironic that these same food-production tasks, laborious and low-paying as they may be, are considered career choices today by young middle-class urbans around the world hungry for a more authentic life connected to the land and the production of first-class culinary products.
Gastro-tourism to the rescue in France
To be sure, the forced return to difficult rural lifestyles by tens of thousands of Greeks is not a particularly happy choice. But what they don’t seem to see is the silver lining that their farming neighbors to the north are discovering: that there is gastro-tourist gold in them thar Eurozone hills. Have these Greeks lost touch with their inner Zorba? He was, after all, a chef, not just a chronic dancer and philandering lush.
Witness, for example, regions like France’s Dordogne where the agriculture sector is being supported by creative refugees from France’s urban middle class. Case in point: The Brusquand farm in this southwest region of France (also known as Perigord) and its four generations of farming women — Isabelle, Ginette, Marie and, now, Charlotte, the 20-something daughter of Isabelle and husband Christophe — who have opened a restaurant that features the special products from their duck and goose farm such as foie gras, patés and confit.
I first heard about the Ferme du Brusquand and its new auberge last fall at the Bay Area’s Mill Valley Film Festival. Premiering was the documentary “After Winter, Spring“ by Judith Lit, an American living part time on a small farm in the region. Over the course of three years, she focused her camera on her neighbors, farmers who have come up against forces that threaten a way of life that has evolved since Neolithic times: encroaching suburbia, industrial farm competition and decreasing subsidies.
The farm’s new restaurant — Auberge de la Ferme du Brusquand — is managed by young Charlotte who has returned home from Paris to join her family. Her father, Christophe, is the chef. Good reviews of the auberge and two new rental cottages on the property have sparked an invasion of UFOs that make it possible now for the older Brusquand women to enjoy the fruits of their labor without the fear of losing the farm.
Crooked labels and crooked books
It may seem naïve to think that a surge of Greek pride in its gastronomic patrimony will help turn around the Greek economy, let alone the Eurozone. Corrupt business practices, fuzzy regulations and even crooked labels on Greece’s upscale gourmet products don’t help matters. And the truth is that Greece’s most popular products, like feta cheese and olive oil, have never caught on outside Greece on the scale of equivalent products produced by European competitors to the north.
According to Bay Area entrepreneur Peter Damm, whose former import-export company, Peloponnese, had moderate success in the U.S. back in the 1980s: “Even superb Greek products from small family farms, such as delicate olive oils and handpicked herbs, couldn’t compete with French and Italian offerings. There was a perception that Greece was just not a refined culture, so these products just couldn’t be good.”
Oink like a pig, WWOOF like a farmer
Despite the perceptual and actual obstacles, it’s possible now to at least consider a turnaround for Greece driven by its menu of classic delights. Worldwide trends in gastro- and agro-tourism may in fact be the key — like farms in France, Great Britain and elsewhere that are making room for authenticity junkies to participate in, or at least watch, the daily routines. Dude farms, it turns out, are cash cows.
Then there’s the international organization known as WWOOF, or World Wide Opportunities on Organic Farms, that puts volunteers to work — really work — all over the world. Imagine young nouveau-poor but land-rich Greeks repurposing their family farms and producing products with the free labor of UFOs dying to get their hands dirty in the name of righteous agriculture and gastronomy.
The more I think about it, saving Greece and the Eurozone through gastro-tourism is no fantasy. All that Greece and its fellow PIGS need, and all CULINAIR needs, is the capital — culinary, political and financial — to make it happen. Are you listening Angela Merkel and Sir Richard Branson?
Top illustration credit: L. John Harris and PR Graphic Arts