Wednesday, November 29, 2006

Great Holiday Food

The Minimalist

Stand-Up Party Food Without a Punch Line

Andrew Scrivani for The New York Times

Published: November 29, 2006

THAT there is some work associated with having people over is a given; if entertaining were truly easy there would be no caterers. It’s the degree to which you want to cater — yes, that’s the word — to your guests that’s in question. And if you want people to rave about your food you are going to have to do better than cream cheese and crackers.

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Related

Recipe: Polpetti (November 29, 2006)

Recipe: Grilled Chicken Wings (November 29, 2006)

Recipe: Gougères (November 29, 2006)

Recipe: Asian Corn Fritters (November 29, 2006)

Readers’ Opinions

Forum: Cooking and Recipes

Andrew Scrivani for The New York Times

Finger food for a crowd: peppery Asian corn fritters, cheese gougères and grilled wings.

Andrew Scrivani for The New York Times

That doesn’t mean, however, that you need to spend days in the kitchen or hundreds of dollars on caviar; there is stand-up party food that can be made without much hassle.

It pays to think of dishes that you ordinarily enjoy for dinner. Almost anything you cook, even things that you may not consider special, impress people more than the usual (and often dreadful) assortment of canapés or reheated frozen food that is included in spreads from stores and even many caterers.

For example, for a recent and rather swank restaurant opening, the chef prepared minihamburgers. The attendees, spoiled professional food people one and all, raved. The burgers were nicely done and all that, but they were, after all, burgers. With ketchup.

You can do better. Even meatballs, like the ones here, are more impressive, especially if, when people say, “What are these?,” you reply, “Polpetti.” These polpetti can be mixed a day or so in advance and refrigerated, then sautéed at the last minute. They can be baked, too, on a rimmed sheet at 450 degrees for about 20 minutes, but they won’t be as crisp. For that matter, they can be cooked in advance and reheated, or served warm. If you make them tiny — this is real work, but you may find a child who thinks it is fun — they’re perfect toothpick food.

Even easier are the kind of chicken wings you find as bar food in much of Japan. They are lightly seasoned but not really sauced — they’re not drippy — with the usual suspects: soy, ginger and garlic. These are, I think, better served warm or at room temperature than hot, because as finger food they can be tricky to handle when they’re at a finger-burning temperature. So I roast them in advance and keep them warm, or reheat them gently.

A bit fancier are classic gougères, which can be fried but are just as good baked. You make them by starting out with the easiest of all pastry doughs, a pâte-à-choux, in which water, butter, flour and eggs are combined in a saucepan to produce a thick paste that can be piped or dropped by spoonfuls. (The same dough is used for éclairs, profiteroles, churros and more.)

Combined with a little cheese — O.K., a lot of cheese — they make ideal finger food, which is why you see them plopped on the table as a pre-amuse-bouche at so many high-end restaurants. They’re good at room temperature, so you can make them up to an hour or so in advance.

I’ve saved my favorites for last. They are the most unusual, the most work, the most difficult to eat and the best: Asian-style corn fritters. These are deep-fried, which pretty much rules out shortcuts. You can make them a few minutes ahead and keep them hot in a low oven, or serve them warm. Like all fried food, they’re best about a minute out of the oil, drained and sprinkled with salt. Make them for people with whom you are comfortable enough to stand around in the kitchen while you cook. For some of us, that’s the best kind of party, anyway.



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Sunday, November 26, 2006

Eat and Run

One measure of living well is traveling andf eating well as you do; ergo - this article ! Enjoy !

An Owner No More, Alpha Dog Prowls

Published: November 22, 2006

LOS ANGELES

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Stephani Diani for The New York Times

A MAN, A MISSION Jim Leff on a beach in Los Angeles. He reviews restaurants at chowhound.com, which he founded.

Readers’ Opinions

Forum: Dining Out

Rebecca Cooney for The New York Times

Cult status Maria Piedad Cano, the Arepa Lady of Jackson Heights, Queens, is one of Jim Leff’s favorites.

SEVEN thousand miles and 400 restaurants into his North American eating safari, Jim Leff is certain about many things. The only expensive item on an otherwise cheap menu is always worth ordering. Some of the best food in America is served behind bulletproof glass. If a restaurant is jammed with locals, chances are it’s not very good. Finally, there are certain foods you must always pull over for, and strudel is one of them.

Mr. Leff was swerving across three lanes of heavy traffic in Culver City in mid-November to stop at the Old Vienna Strudel Company. “This place screams hidden deliciousness,” he said, leaving the rental car door open at the curb. It turned out that the pastry shop was French, not Austrian, but no matter. “I’m getting a major vibe on the peach tarts,” he said.

Mr. Leff is nothing if not undaunted when it comes to finding tasty food, which is why they call him Alpha Dog at chowhound.com, the online message board he started on a lark with his friend Bob Okumura 10 years ago. It is now home to multitudes of amateur food sleuths and is perhaps the most influential (and, at times, most maddening) portal for off-the-radar dining advice on the Web.

CNET Networks bought Chowhound from Mr. Leff and Mr. Okumura in March and has updated the archaic software and search features, which had made the site as difficult to navigate as a menu written in Uighur. Mr. Leff spent much of the last decade eating out or holed up in his Jackson Heights apartment posting thoughts on Salvadoran pupuserías and Korean kimchi places. Now the sale has freed him from day-to-day management of the site. (The New York Times Company has a content syndication agreement with different CNET Networks properties, the technology-focused cnet.com and news.com.)

Mr. Leff said his arrangement works like this: “Insofar as my input, there’s a lot of meetings where I’ll say, ‘I think we should do this,’ and they say, ‘I don’t think so,’ and I say, ‘O.K.’ ”

This is a moment of transition for Mr. Leff, as he makes the adjustment from embattled warlord of the cheap-eats army to private citizen with a 401(k). After years of obsessively tending to the boards and worrying about server costs, he is now simply a Chowhound reviewer. This should mean that he can finally step back and taste success. If only his taste buds weren’t so exhausted.

“I’m actually in a state of existential confusion and disorientation at this point,” Mr. Leff said. “The line between work and leisure has long been blurred for me, and this tour has brought that to a head. I’ve had a lot of trouble taking a day or two off because mealtime rolls around and I get hungry. What am I supposed to do? Go to Wendy’s?”

So far, Mr. Leff has eaten his way through the Southeast, New York and north to New England, the Maritime Provinces and now California (he admitted that he is woefully behind schedule posting his reviews). He does not call on local food critics for advice, carry guidebooks or announce himself when he dines. Mainly, he relies on intuition and a nose for garlic, coriander and barbecue sauce.

Mr. Leff has discovered Amish breakfast buffets, Indonesian lunch counters, and, his biggest surprise, a Vietnamese restaurant in practically every town he’s visited. “I’ve heard the word ‘pho’ more these two months than in the last 40 years,” he said. (Mr. Leff’s trip blog is at chow.com/tour.)

Mr. Leff, who resembles the member of Penn & Teller who speaks, is a man of many strong opinions, some of them positive. Over the years, his Chowhound raves have conferred cult status on little-known joints like Di Fara Pizza in Brooklyn and Lotus of Siam, a Thai food heaven in a Las Vegas strip mall. His best-known discovery is the “Arepa Lady,” Maria Piedad Cano, who sells Colombian corn cakes from a cart on Roosevelt Avenue in Queens. Thanks to Chowhound, she is now stalked by Japanese news crews.

But many Chowhounders grew tired of Mr. Leff’s off-the-cuff remarks (many a new discovery is labeled “the best ______ Jim ever ate!”) and his habit of deleting posts without notice or explanation. These critics say this could be an excellent time for the Alpha Dog who ruled Chowhound with an iron paw to loosen his grip.

“Jim was having an increasingly difficult time with people challenging his sensibilities,” said Steve Plotnicki, an early Chowhounder who now runs a discussion group called Opinionated About Dining (oad.typepad.com). “You could never argue with him about, say, his sainted Arepa Lady. ‘Come on, Jim, she’s using cheap corn flour.’ No, that detail would seem elitist. He wants the conclusion of any discussion about the Arepa Lady to be that the Arepa Lady is good.”

Nor did Mr. Leff win friends by blasting notables in the food world. In a heated thread in 2001, Mr. Leff knocked down the critic Mimi Sheraton’s assertion that Kossar’s bakes the only good bialys in New York: “Never believe such pronouncements from nonchowhoundish writers.” Ms. Sheraton had just published a book chronicling her exhaustive hunt for bialys on two continents. Not surprisingly, some of the site’s more opinionated adherents drifted away.

“Jim is unflaggingly enthusiastic, but he puts you to stringent tests,” said Sylvia Carter, a food columnist for Newsday, who has known Mr. Leff since he was in high school. (He used to write her fan letters.) “The first time Jim ever had tomato bread in Spain, the tomato was on one side. Now if you tell him you like tomato on both sides, his lip begins to quiver.”

Chowhound’s popularity — 800,000 users viewed the site in 2005 — has also dispossessed its early adopters. One result is that Chowhound has spawned more splinter groups than the old Bulgarian Communist Party. Ms. Sheraton, along with others including Anthony Bourdain and Russ Parsons, a food writer for The Los Angeles Times, gradually disappeared from Chowhound and joined the conversation at egullet.org, a site started by several disaffected Chowhounders. “We wanted a higher level of culinary discourse,” said Jason Perlow, a founder of eGullet, who recently decamped to his own blog, Off the Broiler (offthebroiler.wordpress.com).

More recently, refugees from both Chowhound and eGullet launched Mouthfulsfood (mouthfulsfood.com) and Opinionated About Dining, where members are screened before they are allowed to write about food but anybody can read the contributions.

When asked about his critics’ remarks, Mr. Leff rolled his eyes and said what matters most to him these days is good eating, especially since he no longer needs to beg for donations or police posts that obviously came from a chef’s mom. Before the CNET acquisition, Mr. Leff had eked out a living as a freelance writer and jazz trombonist. Still, his new salaried position, even with its generous expense account and other undisclosed perks, does not appear to have changed him much. Mr. Leff made multiple stops on his flight to Los Angeles to save money and he missed his connecting flight because, he said, “nobody told me how many phenomenal eating opportunities there are at Midway Airport.”

Robert Sietsema, a regular contributor to Gourmet magazine and food critic for The Village Voice, said that is the story of Mr. Leff’s life. “He always lures you in with boast of the most delicious doughnut in Whitestone, Queens,” he said. “But it quickly becomes like Zeno’s paradox, where you get halfway to the doughnut and Jim has to stop for South Indian food. You stop at 20 places and never make it to the doughnut.”

That is a fair description of Mr. Leff’s Chow Tour. In Florence, Ala., he checked into a hotel room to catch up on paperwork, only to find a distracting dish of shrimp grits in the hotel buffet.

“I ended up writing about them all night,” he said.

Trolling the outskirts of Chattanooga, he came upon Old Plantation Barbecue, a ribs place that filled him with “bliss followed by anger that nobody was there,” he said. At the Ship Pub in St. John’s, Newfoundland, Mr. Leff swooned over bacon and corn chowder in a way that astonished the man who had cooked it.

“Chefs who aren’t told they’re great by the food mafia aren’t registering it on a conscious level,” Mr. Leff said. “The ‘geniuses’ are the ones we’ve heard about because they’ve been written about. That’s just wrong.”

Back in Los Angeles, Mr. Leff was doing his best to avoid flash and hype. Leaving the strudel behind, he drove past Ford’s Filling Station, the star of the burgeoning Culver City restaurant scene, choosing Fassica instead, a hole-in-the-wall Ethiopian restaurant serving large platters of chicken and lamb stews alongside Ethiopian honey wine. Next, it was mango pickles in a chili sauce at a Fijian market. Then he moved on to small soft French pastries called cannelés at Surfa’s, a chef’s supply store with a cafe, where Mr. Leff sensed trouble. “If Dexter Gordon’s playing tenor sax, you know the prices are up 30 percent,” he said.

Mr. Leff does not know exactly what comes next. His Chow Tour has no end date, not that things would change if it did. “Say it ends,” he said, eyeing the halal meat markets and Indian sweet shops on Venice Boulevard. “I go to work at a car wash. But then the next day, I wake up and I’m hungry again. When does it end? It doesn’t end.”



Check Out My Other Blogs (click on blog name to go there) = / 1.3rd Eye Blog / 2. Favorites Blog/ 3. Vita Excolatur (Living Well ...) Blog/ 4. Humor Me Blog/ 5. News and Current Events Blog/ 6. Consider This ... Blog/ 7. Consumer Warnings Blog/ 8. New Orleans Pentimento Blog/ 9. We Constant Gardeners Blog/ 10. Chaillot Family Blog/

Wednesday, November 22, 2006

Calorie Restricted Diet - NOT

Diet your way to a long, miserable life!"Calorie restricted" eaters have visions of eternal health dancing in their heads. But is life without pecan pie really worth living?
By Rebecca Traister
Nov. 22, 2006 There's a good chance that tomorrow your table will be groaning under the weight of soporific game birds and green-bean casserole (with cream of mushroom soup and Funyuns) and sweet potatoes with marshmallow crust. That is, of course, unless it's laden with
Quorn. Quorn is the meat-free, soy-free, protein-rich fermented fungus recently featured in a New York magazine article about the growing popularity of calorie-restricted diets, in which practitioners subsist on a daily calorie intake that puts them just outside the grasp of starvation. In the story, writer Julian Dibbell sampled Quorn (which serves as a meat substitute and can be purchased as Chik'n and Turk'y) along with 24 carefully measured grams of arugula and a couple of scallops, as part of a purported "dinner party" thrown by a group of devoted CR dieters. The product's slogan is "Quorn: It just might surprise you."
Actually, I strongly doubt that it would.
But what has surprised me is exactly how glum I've felt ever since I read that damned New York magazine piece, and the wave of press that followed it, including a breathless "Today" show segment and a serious New York Times feature, both touting research that suggests that this absurdly ascetic, obsessively nutritious, borderline-starvation diet may delay aging and extend the life span of everything from mice to monkeys to -- gulp -- humans. Boooo!
This CR-news cycle has led to a lot of confusion: How are we supposed to regard our food, anyway? What does good health look like? What does it taste like? When we give thanks this year, should it be for the plenty on our tables, the time we share with our loved ones, or for our own good health? And are those gifts linked or at odds with each other?
Calorie-restricted dieters cut their food intake drastically, to around 1,200-1,400 calories a day for a woman and 1,800-2,000 for a man, depending on the individual's height and weight. Those meager metrics of tastiness must be further apportioned to constitute 30 percent protein, 30 percent fat and 40 percent carbs. It's an eating regimen that is greatly aided by calculators, computer software and postal scales.
Hard-core CR dieters usually lose a good deal of weight, though guidelines suggest no more than a pound a week. Some lose their ability to perform strenuous exercise, some (especially men) suffer from an altered or reduced libido, and women may
stop getting their periods. Pictures of the diet's most devoted practitioners reveal them to be emaciated, like concentration-camp survivors or after-school-special cautionary tales or thinspiration models for pro-ana Web sites. With sunken facial features and hunched frames, these spokespeople hardly look like models of what is generally considered good health.
And yet, nerve-jangling evidence seems to suggest that they may be. According to research financed by the National Institute on Aging, severely limiting caloric intake has yielded health-boosting, life-extending results in animals on which it has been tested. The
images of two rhesus monkeys recently featured in the New York Times are burned on my brain: Canto, who followed a version of a CR diet, remains spry into his dotage while his simian peer, Owen, has gotten old and fat and run-down on a regular, traditionally healthy diet of ... food. Humans who put themselves on gloomily scant meal plans appear to have better blood pressure, heart health and lower rates of illness than the rest of us mere mortals.
Apparently, paltry rations -- when measured out on charts and controlled to the über-psycho-microcaloric degree -- may in fact do precisely what CR zealots say they do: slow the aging process and extend life by as much as 50 percent. Scientists don't know why, exactly. Maybe the body goes into a hyper-efficient survival mode when deprived of fuel, or perhaps we simply strip our gears more slowly when we give them less to digest and excrete every day. Personally, I think these animals will themselves into living another day in the hope that tomorrow might bring a decent meal. But whatever the reason, for those of us who love food and are also mindful of our health, these revelations have been a major buzz kill.
Of course, if health research karma is a bitch, then foodies have had a slap coming. For years, medical news has gone our way. Chocolate? Red wine? Coffee? All good for us. Recall the highlight health bulletins of the past few years: Dairy products can help us lose weight, fatty fish helps our hearts, tomato sauce on pizza is full of lycopene. The once reviled egg turns out to be very healthy in moderation. Antioxidants and omega-3 fatty acids have been the best things to happen to food since the term "al dente" got translated correctly. And can we talk about nuts and avocados? Oh salubrious bliss, found in a not-excessively-large serving of guacamole! Even the dismal pall of the Atkins years has begun to lift, as whole grains make a comeback and people acknowledge that ketosis was great and all until they popped a single cracker in their mouths and promptly gained 20 pounds.
So maybe we got spoiled, thinking we were doing great by our bodies by keeping them active and fueling them through the addition of delicious nutrients -- blueberries in our smoothies and $12 pomegranate juice in our cocktails! Our reflex at being told once more that health is about the subtraction -- of joy -- from our lives feels like a bucket of ice water thrown on us during a comfortable Sunday brunch. Perhaps this unwelcome news explains my general grumpiness not only about the CR diet but also about CR dieters themselves, or at least the ones I read about and see on television. Whether it's because these people are doing something antithetical to everything I believe is good for you in life -- or because they are doing it and yet continue to pass their medical tests with flying colors, my irritation knows no bounds.
The first thing you'll read about calorie restriction if you follow its press or check out any of its blogged literature is that it's completely, totally different from its look-alike cousin, anorexia nervosa. The major factor that separates the two is the CR dieter's fanatical attention to nutrients, packing every puny portion with maximum value. This is not disordered eating, supposedly, because CR dieters are concerned with extending their stay on earth, not with making themselves disappear.
CR also diverges from the debilitating deprivations of anorexia in that it is not rooted in body dysmorphia, the condition that leads its sufferers to hate what they see in the mirror. In fact, CR dieters -- one of whom, Michael Rae, is described in New York magazine as being 6 feet tall, weighing 115 pounds and having orange hands because of his high carotenoid intake -- like what they see when they look in mirrors and at each other. They like it a lot. "When I see a man like Michael," CR dieter Paul McGlothin kvells in New York, "I think that's how a man should be ... slim, bright, calorie-restricted!" And CR blogger April Smith, Rae's girlfriend, wrote recently that "CR is based in self-love, anorexia is based in self-hatred." Smith, who also explained her belief that in a country where so many women dislike their bodies, "it's important, nay, essential, that someone, preferably someone healthy, provide a counterweight," records most of her daily meals online, averaging 1,300 calories a day, sometimes dipping as low as 1,100.
A distorted sense of self-satisfaction, while on the whole a cheerier disorder than outsized self-loathing, can still be troubling, especially when it is the result of having forsaken eating habits that many people would love to be able to enjoy. When Matt Lauer introduced "Today's" CR segment by dramatically asking, "Could food itself be the problem?" it was hard not to wonder how insane we've become to devote airtime (larded with food commercials, no less) to demonizing something that people all over the world do not have enough of. Is it so that people who can afford organic scallops can live to be 150 while everybody else dies their regularly scheduled death?
Quorn ain't cheap, and there is something more than a little class-queasy about CR dieting. In Smith's blog, she describes a
hypothetical woman and CR initiate, whom she describes as a lot like her, "having so much fun that she wants to live as long as she possibly can." This woman gradually loses weight, with the help of all the appropriate "nutritional software and a postal scale to weigh and measure her food exactly." Eventually, Smith tells us nonchalantly, this CR dieter "hits amenorrhea due to low body fat or whatever, and she doesn't mind because she doesn't want kids anyway so not being able to get pregnant at this particular moment is actually a plus." (Or she could use birth control and eat. But you know, amenorrhea. Whatever.)
It used to be that having an abundance of food signified wealth, status, a Darwinian desirability and the ability to reproduce and nurture. Now, it seems, certainly not simply because of CR, food and weight signifiers have been turned upside down. It costs a lot to shop at Whole Foods, even more to purchase nutritional software and obtain the kind of education that will help you use it effectively enough to not accidentally starve yourself to death. What's more, forget Darwin: Between their lower libidos and the amenorrhea, these poster children for long-lived good health may have trouble reproducing themselves.
Part of what's so damaging about diseases like anorexia and bulimia -- besides the body-image distortions -- is their fixation on control. What could be more tightly controlled than CR?
As Bob Cavanaugh, secretary for the Calorie Restriction Society, wrote in a letter to New York, "CR practitioners must be in the habit of monitoring their micronutrients. Balancing caloric intake with essential nutrition requires diligence." A diet like this sounds like a full-time job, one that could impede the rituals and opportunities of a full life. Restaurant dinners, accepting invitations to friends' houses, traveling to countries where dietary information is in another language -- all made more difficult by a voice in your head ascribing some higher value to keeping calories at an absolute minimum. Forget even the satisfaction of a particular food. What about the contentment of coming home after a busy day, ordering Chinese, putting your feet up and watching a movie?
And who gets to do this thing right? People with access to spreadsheets and dietitians, yes, but also those with the time to shop for specialties and fiddle-faddle with microproteins at every meal. In other words: not people who get 15 minutes for lunch, work night shifts, and just want to sit with friends over a bottle of wine or a six pack on the weekend.
Diligently monitoring and balancing and weighing and considering and adding and subtracting and measuring and constantly, constantly contemplating every morsel that enters your body, including
the two Brazil nuts and two-thirds bag of microwave popcorn: How much time do these people have on their hands anyway? Oh right, centuries.
As CR dieter Paul McGlothin asked on "Today," "Who wouldn't really like to experience the joys of life for a little bit longer?" And McGlothin's CR buddy Meredith Averill crowed to Lauer about "planning [her] 125th birthday for absolutely decades now!"
Bully for McGlothin and Averill, though one would hope that neither has the misfortune of getting hit by a bus or contracting a degenerative disease like CR god Roy Walford. Walford pioneered calorie restriction after his years in Biosphere 2, wrote the book "Beyond the 120 Year Diet : How to Double Your Vital Years," and died at 79 from ALS. If these bodies are all juiced to live for more than a century, let's hope they are also hermetically sealed against dementia, stroke, broken hips, and other afflictions that could make all those additional decades more endless hell than ultimate reward.
And while the CR dieter is enjoying all the moral and physical superiority that comes with self-abnegation and endless gnawing hunger, what toll must it take on friends and loved ones? Imagine spending time with people who eat one-third of what you do and make you feel like a glutton on a suicide mission when you spoon yourself an extra helping of squash. In fact, one of the horrifying things about this diet is the creeping realization of how easy it would be to come to see your every tasty snack as a sin against yourself, every culinary concoction a reason for self-flagellation.
I think about the new pizza place near me. It has weathered yellow walls and a chef whose focused attention to the blistering crust and sweet creamy full-fat ricotta on his menu recalls Nicholas Cage in "Moonstruck." I consider the dinner I just ate at an Italian place: short-rib ravioli in a sauce of smoked marrow, Brussels sprouts with a poached egg and pancetta, chicken liver mousse with fig jam, and pickled green beans on toast. I think about the carafes of wine, the first briny sip of a hard-earned martini, the malty cool of a second beer at a sultry summer barbecue.
And I think: From my side of the short-rib ravioli, immortality really is overrated.
A 150-year life sounds sort of tiring. Isn't it the sort of thing that makes vampires so grumpy? Imagine living through all those wars, all the tragedies. You think teenagers and their loud music and LOL-isms annoy you now? Imagine if there were 100 culturally unbridgeable years between you and them. Think of all those presidential administrations you'd have to endure! Those of us who, barring illness or accident, can expect to live several more decades are probably already looking down the barrel of a Jenna Bush administration. Do you really need to live through George VI?
I know it's easier to say all this at 31 than it will be at 61 ... when I hope to be meeting my children's children. It's already hard for me to say as I look at my 60-something parents, whom I want so very badly to meet my own kids. There is no limit on the number of years I want to continue to know them.
But do I want another 80 years with my loved ones in which we all eat Quorn? In which we measure arugula onto our plates using postal scales? In which I don't bring cheeses and truffle honey and chocolate cakes home from New York on Thanksgiving? Of course there is shared joy in life that doesn't revolve around food. But honestly -- there's so much less of it.
And then of course, there is the chilly little truth that being with loved ones for a "just little bit longer" means just that: a little bit longer. The CR life-extenders in New York magazine fantasize about reaching "actuarial escape velocity," whereby they basically live forever (oh, and not incidentally, in this scenario no one -- or at least no one wealthy -- dies: Good luck with that, planet Earth! Hope you've alerted Social Security!), but that seems pretty unrealistic. For the time being, what remains true is that we are all going to die, whether when we're 40 or 140.
This sense that, by putting outrageously strict limits on what we consume, we can forestall the reality that has befallen every generation of man, woman, and beast to have come before us feels dangerously, hubristically, Icarian.
It seems to me -- and I realize this thought is every bit as profound and intricate as is usually found in a Hallmark card -- that part of enjoying life is being aware that it doesn't last forever. And that means that this Thanksgiving, I'm going home and loving my family and calling my friends and cooking the potatoes in goose fat.
-- By Rebecca Traister


Check Out My Other Blogs (click on blog name to go there) = / 1.3rd Eye Blog / 2. Favorites Blog/ 3. Vita Excolatur (Living Well ...) Blog/ 4. Humor Me Blog/ 5. News and Current Events Blog/ 6. Consider This ... Blog/ 7. Consumer Warnings Blog/ 8. New Orleans Pentimento Blog/ 9. We Constant Gardeners Blog/ 10. Chaillot Family Blog/

Tuesday, November 21, 2006

Love w/o Marriage

More Longtime Couples in France Prefer L'Amour Without Marriage

By Molly Moore
Washington Post Foreign Service
Tuesday, November 21, 2006; A22

PARIS -- Sandrine Folet and Lucas Titouh have two children, a stylish Paris apartment and a 15-year-old partnership.

They have no intention of getting married.

"We don't feel the need to get married," said Folet, 36, who has known Titouh, 40, since she was a teenager. "I don't know many people in our age group who are married."

In France, the country that evokes more images of romance than perhaps any other, marriage has increasingly fallen out of favor. Growing numbers of couples are choosing to raise children, buy homes and build family lives without religious or civil approval of their partnerships. In the past generation, the French marriage rate has plunged more than 30 percent, even as population and birthrates have been rising.

"Marriage doesn't have the same importance as it used to," said France Prioux, who directs research on changing social trends for France's National Institute of Demographic Studies. "It will never become as frequent as it once was."

Marriage is in decline across much of northern Europe, from Scandinavia to France, a pattern some sociologists describe as a "soft revolution" in European society -- a generational shift away from Old World traditions and institutions toward a greater emphasis on personal independence.

But French couples are abandoning the formality of marriage faster than most of their European neighbors and far more rapidly than their American counterparts: French marriage rates are 45 percent below U.S. figures. In 2004, the most recent year for which figures are available, the marriage rate in France was 4.3 per 1,000 people, compared with 5.1 in the United Kingdom and 7.8 in the United States. The only European countries with rates lower than France's were Belgium, at 4.1, and Slovenia, with 3.3.

The trend in France is driven by a convergence of social transitions in both the demographic and cultural landscapes, including this generation's nearly universal estrangement from religion, especially the Catholic Church; massive migration to urban areas, where young adults are more independent from their families; and a society that has become not only tolerant but supportive of personal choice in lifestyles.

The increase in out-of-wedlock birthrates is even more dramatic: Last year, 59 percent of all first-born French children were born to unwed parents, most by choice, not chance. The numbers were not driven by single mothers, teenage mothers or poor mothers, but by couples from all social and economic backgrounds who chose parenthood without marriage vows.

France's two most high-profile female politicians live with well-known partners they have not married. Ségolène Royal, who last week won the Socialist Party nomination for president in next year's election, and Francois Hollande, the party's leader, have had four children during their 25 years of cohabitation. French Defense Minister Michèle Alliot-Marie, another possible presidential contender, has spent nearly 22 unmarried years living with Patrick Ollier, a member of the National Assembly.

"We never had time to get married," Alliot-Marie said in a recent interview. Royal has expressed distaste for the notion, once calling marriage a "bourgeois institution."

"Getting married 30 years ago was part of a tradition," said Maiten de Cazanove, who trains counselors for the Catholic Church's French Centers for Marriage Preparation, an organization engaged in public outreach to lure more couples to the altar. "People got married because their parents were married and couldn't imagine their children not getting married, or having children outside of marriage. . . . Nowadays, people who don't want to get married don't do it to rebel, or to reject religion; they do so because to them, loving someone doesn't have anything to do with society. It's personal."

The tax breaks the French government offers married couples, which are not as substantial as U.S. marriage tax reductions, are not enough to persuade most cohabitating couples to formalize their relationships. In France, the greatest financial and tax incentives target the number of children a couple has rather than the parents' marital status.

A small but growing number of couples are taking advantage of a new law recognizing "civil partnerships," which provides for legal recognition of a couple but stops short of the entanglements of a marriage pact. And some couples have married after their children are grown, because although the law provides equal inheritance for children born in or out of wedlock, unwed partners are not automatically entitled to inherit property after the death of a companion.

Contrary to predictions three decades ago, when the marital downslide began, French family social structures have not disintegrated. Instead, society has accepted and embraced changing attitudes. French law stopped distinguishing between children born in or out of wedlock more than 30 years ago.

"Now it's not looked down upon," Folet said, settling onto a snow-white dining chair in her living room as a dozen flickering candles held off the dusk of a recent autumn evening. "You don't have any pressure."

Folet, the vivacious, brown-eyed daughter of parents who were restaurateurs, met Titouh, the striking, ebony-haired son of a grocery shop owner, as a teenager in the eastern Paris suburb of Bagnolet, where both families lived. They became friends, and friendship flowered into romance.

But Folet's family moved to Brittany in search of a more lucrative restaurant, and the teenage sweethearts separated. Unable to find a job after she graduated from high school, Folet returned to Paris in search of work.

Folet not only found work, but with the help of friends she reconnected with Titouh. After a few months, the two moved into a small apartment together. Nine years later, she became pregnant with their first child, Tom, now 6. Their daughter, Lola, is 2 1/2 .

"It was different for my parents," said Folet, who is model-thin and frequently flashes a warm smile that melts the sharp contours of her face. "You had to get married to have a child."

She looked up as Titouh, a wiry man with a thick stubble and eyes the color of rich coffee, arrived home -- apologetically late -- from his job as an engraver at an office stationery shop.

Lola, clutching a stuffed rabbit gray with wear, padded out of the bedroom and clambered onto his lap.

Titouh pondered the reasons that sociologists and other experts have offered for the decline of marriage: rejection of religion, a breakdown in society, a "me first" generation reluctant to make long-term commitments.

None of that is true, he said. He paused, then added slowly, "Well, for me, there is a rejection of religion."

Both Folet and Titouh credit their parents' generation for laying the foundation for the social shifts of the newer generation. Folet said her parents were under pressure from their parents not only to marry in the church but to have their children baptized as Catholic. Her parents were lukewarm: They baptized Folet but bucked tradition and never baptized her sister, born four years later.

"Now parents are evolving," Titouh said. "They're not forcing their children to get married."

The couple said none of their parents has ever raised the question of marriage with them or made a comment about their unmarried status. Their children carry Titouh's family name.

Marriage is not an issue they discuss with each other. They don't necessarily oppose it; their feelings are much more ambivalent than that.

"I don't see how marriage would bring any more to our union as a couple," Folet said. "It doesn't take away anything, it doesn't bring anything."

That is not to say there aren't occasional awkward social moments, especially during introductions to strangers.

"Saying, 'This is my friend or my companion,' doesn't say you've been together as long as we have," Titouh said. "So I say, 'This is my wife,' not to have problems."

"When you say 'husband' and 'wife,' it's more concrete," Folet conceded. "More like a real couple, not a relationship in passing."

Researcher Corinne Gavard contributed to this report.



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Friday, November 17, 2006

Mole Sauce + Mexico



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Chili to Chili in Mole-Sauce City

Taylor Umlauf

At a festival in Puebla, Mexico, widely considered to be the gastronomic center of the country, restaurants promote their own versions of mole poblano.

Published: November 17, 2006

PUEBLA is a two-hour drive southeast of Mexico City, past the sugarcane farms and cactus rows, and out onto a long stretch of highway. The Crayola colors of Mexico’s heartland in autumn are so bright you need sunglasses, but it’s tempting to peel them off to soak in the russet-red gravel and bright green squares of pasture, set against a high-altitude sky.

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Taylor Umlauf

The mole sampler at Mesón Sacristía de la Compañía in Puebla.

Taylor Umlauf

Puebla is a city known for its Baroque churches with indigenous elements.

Cutting through a drab, industrial outskirt, my driver reaches Puebla’s historical district as the sun drifts below the buildings, the evening skyline of Baroque domes lighted in gold. We wind along the cobbled streets, the centuries-old churches rising up on either side. Until the car stops suddenly outside the hotel, I’m speechless.

I mean, I’m here to throw down some good mole sauce. No one mentioned the place looked like Rome.

Go looking for a good mole, and sooner or later a Mexican sends you to Puebla. Though not as popular with American foodies as Oaxaca, Puebla is considered by many to be the gastronomic capital of Mexico. And its most famous culinary creation is mole poblano — that complex brown chili sauce, traditionally served over poultry, that involves dozens of ingredients and carries hints of its unsweetened chocolate.

When most Americans hear the word mole (pronounced MOH-lay), they often think specifically of mole poblano, but there are several types of moles, in a variety of colors and flavors — and not all of them include chocolate.

I had just witnessed this diversity firsthand at the annual October Mole Festival in San Pedro Atocpan, a tiny farming town on the outskirts of Mexico City. In the kiosks there, women slapped at big balls of dough, shaping fresh tortillas to scoop up mole from steaming pots. Local suppliers waved their hands magicianlike over fat slabs of mole paste — varying shades of rich brown mole poblanos; bright green cilantro-infused mole verdes; orangey-red pipián moles made with pumpkin seeds; peanut-butterlike cacahuate moles; and mole almendrado, a dark almond mole that’s the local pride of San Pedro Atocpan.

For years, mole was a special-occasion dish only, the preparation notoriously time-consuming. But all of these powders and pastes were ready to roll — add a dash of oil and chicken broth, and you’ve got a delicious mole in minutes. This was good news for hardworking homemakers, but I wanted to get back to the beginning of mole. I needed to find Puebla.

To say that there is competition in Puebla over where to eat your mole poblano is an understatement. Almost every restaurant in town promotes the dish, and many hosts stand outside beckoning to passers-by. Signs everywhere shout “Típico!” — a reassurance to customers that yes — yes — here, you will find the authentic food of Puebla. But many Poblanos still cook the best moles at home, and it can be difficult to find a great one among the masses.

WHEN you do, though, prepare to be dazzled. At the Mesón Sacristía de Compañía, a boutique hotel-restaurant in a 250-year-old building with a noted chef, Alonso Hernández, a mole sampler included by far the best mole poblano I tasted. But it was the Sacristía mole, a smoky house recipe passed down from the owner Leobardo Espinosa’s grandmother, that sent me. Nodding, Mr. Espinosa said, “If the sauce is not good, the plate is not good.”

The comida, or lunch, is still the biggest meal of the day here. As night falls, the Poblanos zip up their sweaters and head down to the main square, bright with twinkling lights and lined with Parisian-style cafes. On a Saturday night, there was a live pop concert on one side of the square: on another, a handful of locals stared transfixed at a glowing television playing a Michael Jackson concert, a little girl tugging at her sister to dance. At nearby 3 Oriente, hipsters lounged at Las Brujas cafe — students, perhaps, from the university next door. In the Barrio del Artista, young men smoked cigarettes and listened to two men play double basses, like something out of an old Beat flick.

Let yourself be directed by the friendly Poblanos, and you open yourself up to a city teeming with fantastic regional food. Behind each specialty is a nugget of history: the greasy, yet superb, chalupas began here, but Puebla’s version, fried tortillas with sauce and shredded meat, bears little resemblance to its Taco Bell namesake. When Puebla was a smaller town, Mr. Espinosa explained, people would serve them out of their garages so workers could eat standing up.

On “Sweet Street,” tourists pick up sacks of the addictive Tortitas de Santa Clara, pumpkin seed cookies created in a local convent. The nuns also get credit for the seasonal Chiles en Nogada, a long chile poblano pepper stuffed with meat and fruit, covered in a sweet, creamy walnut sauce and pocked with ripe pomegranate seeds. At Tacos Tony, they slice the pork off an upright rotisserie, shawarma-style, wrap it in a flour shell and thump it with a shot of gine sauce (think tahini). They’re making tacos arabe, begun by the city’s large Lebanese community.

Puebla is a surprising blend of cultures, beginning with the old Spanish-Indian divide, which shows up periodically in the local art and cuisine. At La Capilla del Rosario, a chapel tucked inside the Santo Domingo Church, I met Antonio Quiroz, an art history major at a nearby university. Pointing to the black curls of a carved angel, notably different from the blond, blue-eyed angels of Spanish art, he explained that the Indians forced to build these churches had no idea what angels looked like. “The Spaniards told the Indians that angels looked like babies,” he said. “And the Indians, of course, had never seen a blond baby.”

Mole itself is evidence that the Indian culture was never defeated. Though the invention of mole poblano is usually attributed to a Spanish nun, the word itself comes from the Náhuatl Indian word molli, meaning “concoction” or “sauce.” And most food scholars agree that some form of the sauce dates back to pre-Hispanic times.

If the city is a blend of ethnicities, it’s just as often a mixture of Old World and New. Behind a tarp at Los Sapos market, two women labored over boiling pots of mole poblano. They were making huazontle, a green plant stuffed with cheese and fried, then smothered in mole. It was a scene from the past, but Van Halen’s “Jump” played surreally in the background.

Having eaten my way through Puebla, I decided it was high time to terrify the natives by attempting to cook a mole myself. I sat in on a cooking class with Mr. Hernández, the chef from the Mesón, where he walked me and two other students through a few recipes, including the Sacristía mole I’d liked so much.

As with most good moles, the heart of the Sacristía mole is the chili. This time, the star is the chile mecos, a dried, smoked chipotle fried in oil until it puffs, then blended into the sauce. Few chefs hand-mash their moles anymore, but most have a method to their blending. “You march up from 4 to 10,” Leslie Mackenzie, a fellow student, explained, punching the buttons on the blender in three-second intervals, “and then you march down.”

This was the fifth class for Leslie and Moe Elliott, two American friends who discovered the cooking-class package on the Internet. In between instructions, everyone swapped jokes and talked mole. When the chef whipped out his beloved comal, a flat pan used to sear vegetables, Moe yelled “Nunca, nunca, nunca!” (meaning “never”) — apparently, one should never use oil on a seasoned comal.

There are a few legends detailing the origins of mole poblano, but Mr. Hernández spun out the most popular — a mid-17th-century nun, Sor Andrea de la Asunción of the Santa Rosa Convent, was asked to create a special dish for a visiting archbishop. After class, I walked over to the enormous Talavera-tiled kitchen where it all went down and tried to imagine the beautiful chaos that must have ensued.

BUT here’s the burning question. If a mole can be any number of different sauces, what differentiates it from, well, sauce? As the chef Zarela Martínez, of the New York City restaurant Zarela, defined it: “A mole is a puréed main-dish sauce with chilies, either fresh or dried, and other ingredients, such as fruits, vegetables, herbs and spices, with a thickener. This could be seeds, nuts, bread, masa, corn tortillas or a combination of the above.”

On my last day, I wandered over to the Mercado el Carmen, a market where many locals shop for their mole ingredients, and supposedly home to the best cemita — Puebla’s alternative to the Mexican torta — in town. Making my way past the chilies and pomegranate seeds, I found a rambunctious assembly line forming the cemitas — piled high with avocado, cheese, Milanese-style fried beef and peppers soaked in chipotle juice. I ordered one of the enormous sandwiches, easily the size of two Big Mac’s, and they double-bagged it for security.

Sitting down by the window, I took a bite and was floored. The sandwich was unbelievably good — bursting with fresh ingredients, the cool avocado offsetting the spicy vegetables. I worked through half of it and paused, unsure how much I had left in me. Next to me, a family was unwrapping four of their own, and I leaned in to ask them in broken Spanglish: “Es típico to finito el cemita uno persona?” (“Is typical to finite the cemita one person?”)

“Sí, sí,” they said, nodding and laughing.

Now, if only I had some mole for this thing.

A Nun Wanted a Dish Fit for an Archbishop

THE city of Puebla, capital of the state of Puebla, is about 60 miles southeast of Mexico City. Puebla’s historical district was named a Unesco World Heritage Site in 1987. On Dec. 8, AeroMexico (800-237-6639; www.aeromexico.com) will begin three-times-a-week nonstop flights from New York to Puebla, starting at about $550.

The restaurant at the Mesón Sacristía de la Compañía (6 sur No. 304 Callejón de los Sapos; 52-222-232-4513; www.mexicoboutiquehotels.com) offers cooking class packages (www.epiculinary.com) with its sister hotel, the Mesón Sacristía de Capuchinas. Non-guests can sit in on a class for $65 a day.

The Camino Real Puebla (7 Poniente 105; 800-722-6466; www.caminoreal.com) hotel is a beautifully restored 16th-century convent of La Concepción whose 84 rooms are each uniquely decorated. The hotel’s lavish brunch spread is a local favorite. Rates begin at $135 a night, but there are special weekly rates.

The State of Puebla’s Secretary of Tourism Office offers private English-language tours of the historical district for about 200 pesos (about $18 at 11 pesos to the U.S. dollar) a person (5 Oriente No. 3; 52-222-777-1519; www.puebla.gob.mx).

The museum of the Centro Cultural Santa Rosa (3 Norte No. 1203; 52-222-232-7792) contains the kitchen where some say mole sauce began.

Cemitas las Poblanitas at the Mercado el Carmen (2 Sur y 21 Oriente) serves a terrific cemita. Head into the main entrance and take a right at the first aisle. The stall is all the way down on the right, across from the cow tongue butcher. Welcome to Mexico.

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Thursday, November 16, 2006

Eating Well

Eating
Why Roots Matter More

Peter DaSilva for The New York Times
FARM FRESH Tierra Vegetables has a customer base made up mostly of people who live within 30 miles of Santa Rosa, Calif.
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By KIM SEVERSON
Published: November 15, 2006
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Food Chain

Peter DaSilva for The New York Times
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LIKE most people, Melissa Steineger threw out her bagged spinach when the nationwide E. coli outbreak happened in September.
The contamination, which infected 199 people and killed 3, was linked recently to infected cattle living near the spinach fields in central California and to feral pigs, which might have carried the bacteria to the plants.
But weeks before the source was found, Ms. Steineger, a filmmaker and writer in Portland, Ore., decided to start eating leafy greens again. Only this time they were from PastaWorks, a local food store that buys its produce from local farmers.
“That’s good enough for me,” she said.
Ms. Steineger’s reach for food grown on smaller farms close to home is part of a larger trend that food industry analysts say is gaining ground among consumers who are willing to pay a little more for quality food. As a result, people who grow food on small farms or make artisanal cheese or other foods on a more regional scale are finding new eaters.
They are also forgoing traditional sales methods and marketing approaches. Instead of trying to break into large distribution chains and fighting for shelf space, they are finding that smaller is better, particularly if there is a good back story. Produce from an upstate New York farm, for example, reinvigorated the image of Great Performances, a Manhattan catering company, earlier this year. In California, a family that makes olive oil dropped out of many mainstream grocery stores in favor of farmers’ markets and Internet sales.
And at Tierra Farms, a 20-acre urban farm near Santa Rosa, Calif., sales are approaching $500,000 with a customer base made up mostly of people who live less than 30 miles away.
The idea is to appeal to consumers like Ms. Steineger, who think that food grown regionally or produced by eco-friendly operations is fresher and tastes better. For these consumers, knowing the exact farm where food comes from provides comfort about food safety while also allowing them to connect to their communities.
“I like to call them the Whole Foods moms,” said Dan McGowan, president of Big Bowl, a small chain of casual Chinese and Thai food restaurants owned by the Chicago restaurant company Lettuce Entertain You. “There’s a core of people now who don’t mind paying an extra quarter or 75 cents if they know it’s natural or organic or it’s supporting a local person.”
Mr. McGowan counted on the growing interest in local food when he remade his stir-fry bars at his eight restaurants in Chicago, Minneapolis and Reston, Va. The bars now include as many seasonal, locally grown vegetables as his chefs can find. In Minneapolis, for example, that means using corn from a nearby farm stand, but only when it’s in season.
Throughout the year, the restaurants offer free-trade coffee, free-range chicken and Niman Ranch pork from pigs raised without hormones or antibiotics on small-scale farms.
While these three items are not local, Mr. McGowan said they still appealed to people who want sustainable food — that is, food produced in a way that preserves the health of the land, the health and economic interest of the workers and the farm’s bottom line — and like to know who is producing it.
The trend driving local food is rooted in the nation’s organic movement, which began in the 1930s and got a second life in the 1970s by counterculture farmers. It gained mainstream credibility in 1990 when the Organic Foods Production Act was passed and the Agriculture Department began labeling
organic food.
To some shoppers, such labels signaled that the products they were buying might be safer or healthier than conventionally produced food. Although some studies have found advantages to organically raised food, especially regarding pesticide residue, environmental impact and increases in certain nutrients, food scientists and farmers still argue the point.
The nation’s appetite for organics has made it the fastest-growing segment in the food industry. At nearly $14 billion in 2005, organic food sales still made up less than 3 percent of the nation’s total retail food sales. But that figure represents a 16 percent jump in sales from the year before. The Organic Trade Association, based in Greenfield, Mass., predicts the market will grow 11 percent a year through 2010.
That success has attracted big players and put an end to organic as a popular shorthand for a certain kind of healthy food grown by progressive farmers.
Wal-Mart now sells organic produce, buying some of it from overseas markets like China. Major food manufacturers all offer organic lines, including Frito-Lay, which has a “natural” version of Cheetos that uses organic cornmeal.
When it turned out that several organic brands of bagged spinach, including the popular Earthbound Farms label, were part of the E. coli recall, many consumers had a rude awakening. Although no connection has been made between the outbreak and a specific brand of organic spinach, many people were surprised to learn that Earthbound Farms, a company that began as a small grower of organic produce in Carmel Valley in 1984, had become part of a conglomerate of 185 different growers. The company is now owned by Natural Selection Foods, which operates about 24,000 certified organic acres in the United States, Mexico and New Zealand.
The idea that organic implied safer was shattered for some consumers. Food grown locally and sustainably suddenly became part of the conversation at the grocery store.
“What we know is that as organic becomes more mainstream, it becomes more diluted in meaning,” said Laurie Demeritt, president of the Hartman Group, a market research company in Bellevue, Wash., specializing in health and nutrition.
“At this point, becoming organic is still a distinction, but as more players get in the marketplace it’s not going to be enough,” she said. “Producers are going to have to add more attributes, or quality distinctions, and local is certainly part of that.”
John Mackey, co-founder and chief executive of the 187-store Whole Foods grocery chain, learned that lesson the hard way. After being criticized for making it difficult for local growers to sell in its stores, Whole Foods started acting as a host to weekly farmers’ markets of local produce in some of its parking lots. It also set up an annual $10 million loan program to help regional farmers.
Even for restaurantgoers, food that is grown sustainably is starting to matter. In the 2007
Zagat restaurant survey, which came out this month, almost three-quarters of residents on the West Coast and a little more than half on the East Coast told researchers they would pay more for food that was raised sustainably.
For food evangelists — consumers who might shop at a co-op or who can explain terms like eco-gastronomy, food miles and the food shed — a local label is sometimes more important than an organic one. That group, which market researchers say make up about 10 to 15 percent of food shoppers, are most likely to spend time in the store pondering whether an organic pepper from Chile is better than one grown in a nonorganic field less than 250 miles away.
They are also the consumers who will influence mainstream shoppers, since the typical consumer has neither the time nor the inclination to untangle the politics of a supply chain when they are buying milk or a loaf of bread.
“It’s more about the end product — Is it healthier? Does it taste better?” Ms. Demeritt said.
One attribute that does seem as important is geography.
“Local is important, but also important is the idea of locale,” she said. “There is a desire among consumers to support products that are grown, raised or produced in a special or significant place.”
Jamie Johansson, 38, tends 100-year-old Mission olive trees on 40 acres in Oroville, about an hour’s drive north of Sacramento. He now offers his Lodestar Farm olive oil ($17.95 for 16.9 ounces, shipping included) online or through a network of farmers’ markets and small grocery stores.
“It’s great for the family because we can still be farmers instead of salesmen,” he said.
Mr. Johansson and his wife, Nicole, used to sell their olive oil in 75 Northern California stores. He spent all his time driving from retailer to retailer, he said, trying to get on store shelves and service his accounts. Since he switched his approach two years ago, his business has grown considerably, he said, although he is well under $500,000 in sales a year.
“It’s grass-roots marketing, pure and simple,” he said. “People will bring a local gift like olive oil to Wisconsin or Utah so people can understand the place they are from.”
The rise in farmers’ markets can make the difference for him and other regional producers. The markets have become the town squares in many communities and nationally, with the number more than doubling since 1994 to about 3,800, according to the Department of Agriculture.
But Mr. Johansson also relies on teaming up with other local producers to increase his reach online. Mr. Johansson is part of a coalition of more than 100 artisanal producers who pay a marketing company, Savor California, to maintain a Web site (
savorcalifornia.com) and help them develop their product lines.
Jane St. Claire began Savor California in 2003 for producers and farmers who were not big enough for most distributors and who, in some cases, had no idea how to take their products to market. On the site, she runs descriptions with the products, typically emphasizing the people behind the product. The strategy plays into a trend that market researchers call “authenticity.”
Ms. St. Claire’s clients include Bellwether Farms, which was started by Cindy and Ed Callahan, a couple who gave up careers in medicine to raise sheep in Sonoma County, Calif., and make cheese that is now considered some of the best in the country.
Although some people interested in local products might not want to buy olive oil that has to be shipped 2,000 miles, others like knowing where their food comes from.
“People want that sense of place, whatever that place might be,” Ms. St. Claire said.
On a larger scale, the Bon Appétit Management Company has built a $350 million business with local and sustainable food as its calling card.
The company, based in Palo Alto, Calif., has a 29-state string of 400 cafes and restaurants, which includes universities, art museums and corporate cafeterias at companies like Oracle,
Yahoo and Adidas.
The chefs must use produce and ingredients from a 150-mile radius in at least 20 percent of the menu. Operations in California and the Pacific Northwest far exceed the goal, while places with shorter growing seasons and fewer farmers have a harder time. Over all, the company spends about $30 million a year on local products.
Founded 19 years ago by Fedele Bauccio, Bon Appétit began trying to use more local food in 1999, when Mr. Bauccio got fed up with the taste of the produce coming from his larger suppliers. But the program really took off in 2002, said Maisie Ganzler, director of communications and strategic initiatives.
The program works because the company threw out a top-down method of menu writing and ordering, abandoned many of their conventional distribution systems and encouraged chefs at each operation to talk to local farmers and create their own sustainable sourcing networks, she said.
The formula has proved successful, as the company gets requests to bid on more projects than it can handle. And, Ms. Ganzler said, this approach can make the nation’s food supply better.
“People are really looking for a way to connect these days, and food is a great way to do that,” she said. “When you re-elevate the importance of food, and you care where it comes from and what it tastes like, you have to start discussing the issues that surround it.”
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