Something I love, love, love about my work is that there is always something new to learn. Recently my work with Chow Locally has taught me a lot about why people don't have a user-friendly relationship with vegetables. It's probably because most of the vegetables they have been exposed to are bland and boring.
We are so lucky to be able to work with farmers who bring us great things like Romanesco, purple carrots, watermelon radishes…things that are just so attractive and interesting you can't help but want to taste them! Plus, even when what we have is more recognizable and traditional, it's so fresh, pulled out of the ground just a day or two before we get it, that it's bursting with flavor. I have found myself, several times, in the traditional grocery store getting ingredients to cook with my vegetables, walking through the produce section, thinking to myself…"That's all they have?"
Recently, without even being asked, one of our customers' daughters told us just how much she loves her veggies.
Yes, she loves carrots more than chocolate! And I promise we didn't somehow sneak chocolate into those carrots…it's just that they are that good when they're fresh out of the ground.
Over the weekend, one of our co-founders, Derek Slife, was invited to showcase our vegetables on the local edition of the Today Show. I watch lots of food demos, but it's not often that you see the hosts of the show hover over the chef like Joe and Rob did with Derek! They were so fascinated with the watermelon radishes they couldn't wait to try them. What the spot doesn't show is that Joe so eagerly dug into one of the carrots he bit into it on air without thinking to wash the dirt off…and you know how that ended.
These experiences, and the many notes we are receiving from happy parents telling us their kids are eating foods they never, ever ate before have completely convinced me, the problem with vegetables is not that they don't taste good, but the way we manage them from farm to table often strips them of their flavor.
If you have a farmer's market or CSA near you, I encourage you to try eating THOSE vegetables. It is a whole different experience than you've ever had. You just might find a new addiction!