Showing posts with label food marketing. Show all posts
Showing posts with label food marketing. Show all posts

Thursday, August 8, 2013

Obsessive Garlic Disorder

I developed a serious case of this newly identified (to me) syndrome this past weekend.

I attended Mooseman: a precompression Burning Man regional event. Five days of survival camping in the forest of Haliburton. No water. No electricity.

The first 36 hours of the event were like a roller coaster of new experiences - both positive and negative, both personal and interpersonal. The first night I met some truly lovely people around a very large fire held in a large circle of stones. The following day I experienced a few interactions that were less than ideal. My physical challenges were brought home to roost and I considered leaving in case they worsened. The team of onsite Rangers helped mediate what was a challenging and baffling situation for me and I ended up staying due to their support. Two of the 10 Burning Man principles were driven into me throughout the beginning part of my experience at Mooseman:  Radical self-reliance and Radical inclusion.

On the Saturday of the event after I had rested (I was exhausted from the emotional roller coaster and physical demands of survival camping set up!) I ventured back to the sacred circle. I was told that there was garlic braiding down at the main house (the owner of the property) and that it was a lot of fun.  I decided I would rather take a walk through the forest which was set up with four theme camps and I wanted to see what they looked like in their finished state (I saw the skeletons of these camps on a Thursday night walk about).

The effort put into these theme camps is dumbfounding and humbling. One of the camps, Powder Monkeys, had a pirate theme and the decorations and plounges were so creative. This camp also hosted a Baconade on the Sunday morning and everyone who participated in that achieved Peak Bacon. There were two types of bacon, bacon dip, bacon brownies, bacon apple pie, bacon/cheese roll-ups, bacon chocolate chip rice krispies, etc.

On the way into the forest there was a Toga Toll Camp. These lovely people provided a candy tray that they also took throughout the event at times. There was bug spray on offer and other provisions if needed. Did I mention that all Burning Man events operate on a gift economy basis? No money exchanges hands. Every participant is expected to gift what they can and high octane volunteerism is the norm.

I didn't spend as much time as I would've like to at the Big Rig Rockin Robin's Truck Stop Jamboree. They had built a replica of a truck complete with a truck stop diner and a country store that I shoplifted a pocket knife from (I had lost mine). They had some fine trombone jamming happening on Saturday night when I was there.

Lastly there was a Hammock Camp at the end of the forest trail. Peace and tranquility was found in one of the hammocks hanging there :)

On Sunday afternoon after dancing in the forest for a few hours to some wonderful beats I remembered the garlic braiding and wandered down to the main house (past the coffee cafe which served delicious free coffee all weekend long!). Outside of the house was a circle of chairs and instruments of garlic disorder. I stood and asked the three people about what was going on and shared a bit of my food justice passion with them. Doug, the owner of the property, saw a fellow food spirit and he eagerly invited me to sit down and try cleaning some garlic myself. Silvie, another Mooseman attendee, patted a chair and proceeded to show me how to clean the garlic (rub the stalk and bulb with love to remove the dirt, trim the hairy end and brush out the dirt). In the course of learning this new skill, Doug, Silvie, another young man and I got into a wonderful conversation that alternated between philosophy, therapy, camaraderie and hilarity.

After a few minutes of this pleasant learning - interactive engagement Doug became perturbed while I was talking. I wasn't staying on task since I use my hands while I talk. He told Silvie to take me down to the shed to see the enormity of the garlic cleaning task at hand.

Have you ever seen 1700 bulbs of garlic in various stages of 'processing'? Doug had already informed us that it takes 20 passes through human hands to fully process garlic (now you know why most of it comes from China since it is so labour intensive!). So when I rounded the corner into the shed I saw how massive the operation was and how many uncleaned bulbs there were - well, that was when the disorder struck me.

I returned with Silvie and spend the next few hours mastering the art of conversing while cleaning garlic bulbs at a steady rate. I was rewarded with a fine meal from Lynn (Doug's partner) that included potatoes freshly harvested from their garden and the opportunity to braid my very own set of bulbs which I later purchased on my way out of the event.  The ideas, love, inspiration and garlic imbued soulfulness of the experience will last my lifetime. In fact, the whole weekend will. The final of the 10 principles of Burning Man was cemented into my heart that afternoon and sealed with the burning of the Moose effigy that night:


Immediacy
Immediate experience is, in many ways, the most important touchstone of value in our culture. We seek to overcome barriers that stand between us and a recognition of our inner selves, the reality of those around us, participation in society, and contact with a natural world exceeding human powers. No idea can substitute for this experience. (source)


Unbraided but cleaned fruits of our Obsessive Garlic Disorder

Saturday, February 4, 2012

Mayonnaise and Aeroplanes

As of the end of February I will have travelled over 50,000 kilometres around the globe in the past calendar year.


That might seem shocking but chances are, in any given day, the ingredients in the food you will eat and the drinks that you will consume will have travelled much more than that.


How is it that we now live in a world where people don't travel large distances that often but our food does?  


About a year ago I went to the travelling Titanic artifact exhibit in Kitchener and it really stuck me then how many people were travelling a century ago.  Technology had progressed to the point that large luxury liners were being built and people were taking advantage of this and going off and exploring.  And today, with travel technology having advanced to the point that the middle class should be able to well afford travel often, it is not happening like I suspect that our forefathers of a century ago would have predicted.  My grandfather was born in 1912 and three of his far flung children allowed him to visit three continents with regularity, especially upon his retirement.  His passing in 1996 allowed my mother to pass along a small amount of money to me that I used embark on my first solo hostel trek to the Rockies and down 101 to San Francisco.  I chose to do that with his money in order to honour him and acknowledge the tremendous influence he had on my explorer nature.


So, fast forward back to today.  I had the chance to re-watch this compelling video promoting local food consumption in Canada.  Ironically, this video just happens to be made by a food company owned by Unilever, one of the world's largest multinational food corporations.


Re-watching this video and pondering the ethics of a multinational creating a local food promotional video got me thinking of my recent travels.  Especially the travels I've taken since having strict dietary restrictions.  I have been dismayed by many food 'movement' related things.  I think that some of these concerns would be most easily presented in a list form:
  1. The westernization of the Peruvian food system:  quinoa, a grain I cook with a lot, is native to South America but I only saw it on one menu down there whereas wheat, a non-native South American grain, permeates their food culture now.  I really expected to see this item (and corn) to be pervasive. But sadly, wheat based products were the norm for breakfast/lunch items that were provided by all of the travel industry hospitality providers (hostels/hotels/plane/trains/tourist delis/cafes).
  2. A traditional Parisian delicacy is the macaron.  These are supposed to be made with almond flour.  In Paris I had a difficult time finding ones that did not have gluten-based flours added.  Only the really upscale cafes had them.
  3. In Newfoundland it has become a bit of a joke with my family.  The outport stores and restaurants are nearly entirely supplied by Kraft.  And who knows? Maybe Hellman's (Unilever) is hoping to penetrate outport Canadian markets with an ad like the one above....there is only Miracle Whip (Kraft's competing salad dressing product) on the plates for most of Newfoundland and perhaps in other remote locations throughout Canada too.
  4. Everybody marvels about the food in New York City so I was surprised at how difficult it was to find food that wasn't laced with gluten and dairy. However, the Big Apple redeemed itself when we found Friedman's Lunch via a Manhattan gluten free search on yelp.  This delicious place is located in Manhattan's historic Chelsea market and I heartily recommend a trip there followed by a stroll along the adjacent High Line if you get a chance.
So again, I ask....how is it that a century ago the western culture was focussed on shipping people around the world and in the span of 100 years we now ship food around the world?  A We are shipping basically homogenized food that is easy to grow, store, and prepare (wheat/soy).  Local cultures are being processed into extinction.  It is readily recognized by every culture on the planet that food is a unifying force and the rituals around food are what bring people together.  If a culture can not claim their own local specialized and easily available food then it is less likely to have a strong community.  

Food is a linchpin in all religions and given the long lasting and pervasive power of all of the major religions I think us food activists could take a page from them.  The more we scream LOCAL the more likely we will succeed not only in community building but also the preservation of localized culture.  And if Unilever, or any other person or organization of power, wants to use food to further their own agenda we should be throwing our hats into the air with a celebratory cheer.  

Me at Friedman's Lunch in NYC December 2011.  Best gluten free hamburger, ever!