Thursday, July 17, 2014

My New Superfood is Gonna Save the World


This article originally appeared on Zester Daily and MSN Food & Drink.

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!” 

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. 

Hmmm…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! 

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. Oooh…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.


Monday, July 7, 2014

The Simple Truth: Marketing Gone Coconuts


A few weeks ago, a friend of mine who was going out of town gave me an open carton of Kroger’s Simple Truth coconut milk that he didn't want to go to waste. I glanced at the ingredients and blurted out, “You want me to drink this? Do I look like Vladimir Putin’s food taster?" Then I stood there reading the ingredients aloud with such oratory gusto, I could have been vying for the Toastmasters crown. 

"Coconut milk (filtered water, coconut cream, xanthan gum, carrageenan, guar gum), evaporated cane syrup, calcium carbonate, carrageenan, natural flavor, gellan gum, vitamin A palmitate, ergocalciferol (vitamin D2), cyanocobalamin (vitamin B12). 
Contains: Coconut!" I said with an ironic, final flourish.

He stood in stoic silence. "What did I ever do to you?" I said. "Was it the time I dragged you to that raw, vegan place? I thought you really dug the raw-sagna! Were you just faking it like that cashew cheese?" Suddenly he had to leave. Something about an ingrown hair he needed to take care of before his flight the next day. 

So I stood in stoic silence, holding a carton of coconut-like liquid that had violated my sensibilities. The simple truth is most of those faux milks are full of faux food substances in which I can easily detect the foe. Take natural flavor—that lab-concocted additive that adds flavor to prolong a product's shelf life. It tastes too real to be true. Yep, it’s got too much real in it. Frankly, If I wanted more real, I’d just have seconds on the real real. Oddly enough, this Simple Truth line of foods from Kroger and Ralphs goes so far out on a truth limb to brand itself as the healthy messiah, its message, Free From 101, is to tout all that it's not. Here's a screen shot from the website:

By emulating this brilliant marketing strategy, I figure that I can cash in with my own line of products. I haven't figured out what I'll sell yet, but I'm sure I'll think of something. In the meantime, my marketing copy is ready. Investors: get out your checkbooks. Cha-ching!

*Coconutmilk ingredients listed are for the sweetened one. The one in my photo is no longer on the website.

Related Links: