One very strange description crops up in nearly every expert’s take on processed food and the way it’s overtaken fresh and whole foods in the American diet. Everyone from food industry veteran Hank Cardello (see the Stuffed book review) to NYU nutrition professor Marion Nestle in What to Eat talks about fast food and junk food as “tasty”. David Kessler goes even further: in The End of Overeating, he adds “irresistible,” which he says is the problem he faced most of his life.
Moreover, “tasty” has become the important word in processed food advertising. Driving home from the post office today I even saw it on a billboard for Vitaminwater10, with the tagline: “10 CALORIES. 4 NEW FLAVORS. TASTIER THAN EVER.”
Tasty. It’s the word of champions, the key, the adword to beat.
And for the life of me, I’m not sure why. Because the words I would have chosen for most of it include stodgy, greasy, cardboardy, screamingly salty, day-glo ™ orange, and “a lot like airplane food, only on the ground.” Am I the only one?
But “tasty”–specifically that word–is clearly the accepted description, even among these food experts, and that points to a host of disturbing assumptions. Either they mean they find processed food tasty or they mean they think everyone else finds it tasty and irresistible–even if there’s something better to eat. That’s kind of defeatist, isn’t it? If everyone “knows” fast food is tastier than fresh produce, what hope is there for mainstream Americans to eat healthier than they do today?
What do they actually mean by “tasty” in the case of processed food? They don’t mean fresh, as in fresh produce. They don’t mean tangy, as in yogurt or a tangerine, or sharp as in horseradish or cheddar. Certainly not aromatic, like dill or fennel or rosemary or sage. Or rich and funky and thought-provoking, like aged camembert or shiitakes or asparagus or toasted sesame oil. And they don’t mean complex and savory and surprising, as in a palak paneer punctuated by smoky black cardamom pods, Armenian string cheese with nigella seed, or a long-cooked carbonnade or daube of beef with some cloves thrown in on a whim.
They can’t possibly, honestly, mean “these fresh hazelnuts are so sweet you’ll plotz” or “one bite and you’d better take this nectarine somewhere private.”
Most of the food experts who’ve posited that processed food is “tasty” in their books and articles are older than I am by about 10 years, old enough to remember eating late-July nectarines that devastatingly fragrant, backyard tomatoes earthily ripe and pungent, foods utterly unlike what’s available even in the produce section of most chain supermarkets today.
So I can’t help thinking that their casual use of the word “tasty” reflects and even perpetuates the hopelessly tattered, stunted and inexperienced taste imagination of the masses of people who don’t cook for themselves anymore and have given over completely to packaged food, with its excesses of salt and its bland, stale cardboardy background flavor. The ugly assumption they’ve bought into is that people who eat mostly processed food can’t change, won’t change, and most importantly, wouldn’t like fresh food if they tasted it.
Can the surge of food blogs with their encouragement to try something new, visit local farmers’ markets, maybe even take a share in a community garden plot, change this trend? I hope so, even though I know the open air markets are not often very available in poor neighborhoods and they tend to be as expensive as supermarkets. But when they are made available in urban areas, all kinds of people from the neighborhood suddenly come flocking to them, Continue reading
Filed under: books, cooking, Eating out, Food Blogs, Food Politics, fruits, kid food, Vegetabalia | Tagged: community gardens, cooking, David Kessler, farmers' markets, fast food, flavor, Food Blogs, Food Politics, fresh food, fresh produce, herbs, junk food, Marion Nestle, palate, processed food, produce, spices, supermarkets, vanilla | Comments Off on The Meaning of “Tasty”
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