So this first post marks my official entrance into the blogosphere. I have always been a reader of other’s blogs, but never a blogger myself. I am excited for what is to come of this blog, and it’s purpose in the upcoming year of my life.
Currently I am in the midst of developing a MFA thesis in graphic design and have chosen a direction in which my world revolves…food. Fresh, delicious food. Not just any food, but real wholesome food. The food you find on the peripheral of your grocery store. The food you find in farmer’s markets ideally located close to your neighborhood. The food that is making its way into the fancy new refrigerated section of Walgreen’s. Real, wholesome, nutritious food items (not to be confused with Big Food ‘food products’).
I have decided to devote my next year on learning the ins and outs of whole foods by eliminating the intimidation factor that the majority of us seem to possess these days when it comes to eating right. Rather than resorting to the frozen food aisle and fast food, I am making it my purpose in life to figure out how to get people to enjoy food shopping first and foremost, as well as a way to entice people to shop the peripheral of the grocery store and learn the basic methods of food preparation.
After much research of what already exists, including food publications, cookbooks, web sites and Smartphone applications, I found that the grocery store industry has done a great disservice to us all. Rather than focusing on the whole foods that we should be eating, and providing us with, as Jamie Oliver calls them, in-store ambassadors to help us shop smarter thus eat smarter. Instead, like most things, it’s all about the money which Big Food is rather generous in handing over to market their food products made up of ingredients developed in a science lab…yum! Why is it that we feel better about ourselves for choosing the Lean Cuisine over the generic TV dinner? Is it healthier? Yes, it definitely has lower sodium, lower fat, etc. So high-five! Before you throw your hand this way…take a second and look at that ingredient list on the back of a Lean Cuisine or other ‘healthy’ microwave dinner. Can you pronounce half of the items in that list? Do you have any idea of what they even are?
Despite America’s obvious push for healthier lifestyles, it seems we have still given up most of our decision-making to Big Food by purchasing the items labeled ‘low-fat,’ ‘fat-free,’ ‘lower sodium,’ and my favorite ‘fiber-enriched’. While this is most certainly a step in the right direction, we are still not buying the whole foods that we need to be buying. These are the foods that lack the need for such labeling because the nutrients and vitamins are natural in form and we are already aware of their existence in such foods. So why are we not buying them? Why are we no longer making food from scratch?
Living in a single-person household myself, I decided to take a look at my own universe when figuring out who I wanted my target audience to be. In the end, I found that it is the one and two person households that are steadily increasing in size, yet are being ignored by both food production and distribution. It is people much like myself that have somehow made it this far in life (28 wonderful years) without picking up the basic methods of food preparation, yet I love and adore grocery shopping and farmers markets with all of my being! I mean, yeah, I can cook most of the basic items, salt + pepper + olive oil + a little red pepper can get you pretty far in most cases. However, I feel that this basic knowledge of food preparation is something that a lot of people lack or just don’t care to learn. For those that don’t care to learn, there’s not a whole lot I can do about that. However, for those that have those moments of desire to want to know how to cook, say, swiss chard, I want it to be my mission in the next year to eliminate any intimidation or second-guessing and provide them with the guidance they need to buy the swiss chard with the confidence and knowledge of how to simply prepare it in a way that requires minimal wholesome ingredients to maximize the flavors of that swiss chard.
So long (long) story short, during and in the end of this long journey, I hope to create both a forum and an easily accessible in-store guide to educate and inform people on the basic methods of food preparation in order to instill the confidence and knowledge of how to prepare whole foods, or the foods that live on the peripheral of the grocery store. I want people to take back their
If you have read through this whole entry through, I thank you kindly. I felt I needed to get this information out there in order to move forward.