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market-farming - Re: [Market-farming] cooking in France

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  • From: "Bill Shoemaker" <wshoemak AT inil.com>
  • To: "Market Farming" <market-farming AT lists.ibiblio.org>
  • Subject: Re: [Market-farming] cooking in France
  • Date: Mon, 29 Mar 2004 09:11:07 -0600


>This statement, Joan, struck me so hard I'm still trying to recover. I
>read it 8 hours ago and my jaw is still flopping on the ground! The
>reason this struck me so hard is becuase it raised so many other questions
>in my head:
>
> 1. Do Americans not care about the "quality" of their food?

Food is an essential element of culture. I don't think Americans place as
much value on food as do the French, or many other cultures for that matter.
Perhaps a downside to making it so cheap and available.


> 2. How do Americans define food "quality"? (I define it by
> deciding how the food I eat tastes)

I think most consumers rely too much on appearence and do not excersize
discretion on other qualities. Though I also think that the food
distribution system makes it very difficult for many Americans to have
access to the kinds of high quality foods that other cultures make
available. On the other hand, other cultures, like the French, are willing
to work harder at ensuring their food quality is high. Our theme seems to be
"Cheap and Easy".


> 3. Is more of something (which leads to a lower price if you
> agree with the theory of supply and demand) more desireable
> than anything else?

That idea leads to obesity (as well as other problems), doesn't it?


> 4. Will Americans choose to have something of lower "quality" if
> it's cheaper?

Unfortunately, it seems they do


> 5. Have American taste buds been tampered with? Are we less
> sensitive to "quality" food?

Interesting idea. As someone who grew up on farm-freash food and who
nows lives on the edge of affluent suburbia, I'm amazed at the responses of
people to truly ripe, fresh, quality produce. While some are favorable
amazed, others show preference to underripe, not-so-fresh produce typical of
the local market. After all, that's what they grew up eating. So I think
your answer is yes. And I think the tampering is purposeful.



> 6. If a tomato bought at Safeway tastes about as good (something
> subjective, of course, and subject to a person's taste
> sensitivity) as one bought at a farmers' market, why would anyone
> feel compelled to pay the (probably) higher price?

Which is the higher price? Free markets work in wonderful ways. Locally,
our fruit and vegetable growers command higher prices than the supermarkets
because they have better products and there are enough consumers out there
that recognize and value that, despite the inconvenience of shopping at
farmstands or farmers markets. Tomatoes at Safeway ride 1-2000 miles to
work, get up too early for the ride and are worn out by the time they get
there.


> 7. Are Americans in a situation similar to 3rd world countries,
> where *any* food is better than no food at all, and therefore
> "quality" doesn't play into the decision?

No, not at all. Third world countries have a better appreciation for
high quality in produce. For example, many people think of Mexico as a third
world country. Hand out with Mexicans or, better yet, go shopping at a
Mexican supermarket. See how they handle produce.

Hortscience, an academic journal of horticulture, had a cover article
about 15 years ago that discussed this issue. The author (from Long Island I
believe) pointed out that consumers in most 3rd world countries would be
dissapointed in the eating quality of our produce, even though availability
and appearence are remarkable. Things are worse now. The produce departments
have less training and less resources. So now, even appearence leaves
something to be desired.



> 8. Has commercialization in the food industry made Americans
> less sensitive (i.e., dulled our sight, smell, taste,
> hearing, and touch) to "quality" food and therefore a tomato
> bought as Safeway equals one bought at the market? (e.g., "All
> tomatoes are the same")

I think so.


>
>> And all the French are slim and enjoy their food immensely.
>


Perhaps they enjoy "balance" in their life.

Bill Shoemaker
Sr Research Specialist, Food Crops
Univ of Illinois - St Charles Hort Research Center





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