One Spoon

FOOD,

Michelle Kim CalArts Graphic Design BFA 4

FOOD,

Michelle Kim CalArts Graphic Design BFA 4

INDEX

one spoon two chop sticks

three fork tips

Food?

What is Food?

Relationships Food Now

//

7 9 13

//

27

// //

Fun Facts!

Know What You Eat

Interviews Ally C. Kevin A. Amanda G. Jaymes C. Brian B.

// // // // //

Expand, We Spend

Economy vs Food Local vs. Global Want vs Need

// // //

Food!

Honey Tasting Francisco’s Fruit Stand Root Simple Whole Foods

four fingers

// // // //

What Now? Innovative Changes Thank You

// //

34 35 36 37 38

47 50 51

58 59 60 61

68 72

FOOD? 1.

2.

3.

4.

5.

Any nourishing substance that is eaten, drunk, or otherwise taken into the body to sustain life, provide energy, promote growth, etc.

More or less solid nourishment, as distinguished from liquids.

A particular kind of solid nourishment: a breakfast food; dog food.

Whatever supplies nourishment to organisms: plant food.

Anything serving for consumption or use: food for thought.

What is Food?

Other foods not from animal or plant sources include various edible fungi, especially mushrooms. Fungi and ambient bacteria are used in the preparation of fermented and pickled foods like leavened bread, alcoholic drinks, cheese, pickles, kombucha, and yogurt. Another example is blue-green algae such as Spirulina. Inorganic substances such as baking soda and cream of tartar are also Historically, people secured food through used to chemically alter an ingredient. two methods: hunting and gathering, and agriculture. Today, most of the food en- Many plants or plant parts are eaten as ergy consumed by the world population food. There are around 2,000 plant speis supplied by the food industry, which is cies which are cultivated for food, and operated by multinational corporations many have several distinct cultivars. that use intensive farming and industrial Seeds of plants are a good source of food agriculture to maximize system output. for animals, including humans, because Food safety and food security are moni- they contain the nutrients necessary for tored by agencies like the International the plant’s initial growth, including many Association for Food Protection, World Re- healthy fats, such as Omega fats. In fact, sources Institute, World Food Programme, the majority of food consumed by human Food and Agriculture Organization, and beings are seed-based foods. Edible International Food Information Council. seeds include cereals (maize, wheat, rice, They address issues such as sustainabil- et cetera), legumes (beans, peas, lentils, ity, biological diversity, climate change, et cetera), and nuts. Oilseeds are often nutritional economics, population growth, pressed to produce rich oils - sunflower, flaxseed, rapeseed (including canola oil), water supply, and access to food. sesame, et cetera.

The right to food is a human right derived from the International Covenant Seeds are typically high in unsaturated on Economic, Social and Cultural Rights fats and, in moderation, are considered (ICESCR), recognizing the "right to an ad- a health food, although not all seeds are equate standard of living, including ade- edible. Large seeds, such as those from quate food", as well as the "fundamental a lemon, pose a choking hazard, while seeds from apples and cherries contain a right to be free from hunger." poison (cyanide).

Almost all foods are of plant or animal ori- Fruits are the ripened ovaries of plants, gin. Cereal grain is a staple food that pro- including the seeds within. Many plants vides more food energy worldwide than have evolved fruits that are attractive as a any other type of crop. Maize, wheat, and food source to animals, so that animals will rice - in all of their varieties - account for eat the fruits and excrete the seeds some distance away. Fruits, therefore, make up 87% of all grain production worldwide.

FOOD is any substance consumed to provide nutritional support for the body.

It is usually of plant or animal origin, and contains essential nutrients, such as carbohydrates, fats, proteins, vitamins, or minerals. The substance is ingested by an organism and assimilated by the organism's cells in an effort to produce energy, maintain life, and/or stimulate growth.

a significant part of the diets of most cultures. Some botanical fruits, such as tomatoes, pumpkins, and eggplants, are eaten as vegetables.

Vegetables are a second type of plant matter that is commonly eaten as food.

These include root vegetables (potatoes and carrots), leaf vegetables (spinach and lettuce), stem vegetables (bamboo shoots and asparagus), and inflorescence vegetables (globe artichokes and broccoli).

Animals are used as food either directly or indirectly by the products they produce.

Meat is an example of a direct product taken from an animal, which comes from muscle systems or from organs. Food products produced by animals include milk produced by mammary glands, which in many cultures is drunk or processed into dairy products (cheese, butter, et cetera). In addition, birds/ any animals lay eggs, which are often eaten, and bees produce honey, a reduced nectar from flowers, which is a popular sweetener in many cultures. Some cultures consume blood, sometimes in the form of blood sausage, as a thickener for sauces, or in a cured, salted form for times of food scarcity, and others use blood in stews such as civet.Some cultures and people do not consume meat or animal food products for cultural, dietary, health, ethical, or ideological reasons. Vegetarians do not consume meat. Vegans do not consume any foods that are or contain ingredients from an animal source.

08//

//

Relationships Have you ever stopped to consider what relationship you have with food?

We don’t often think we even have a relationship with food, and yet we do — and it’s pretty intimate.

ing really, really works.

We have been convinced that the answer to almost any problem is food. You truly love someone? Buy them chocolates, or take them to a restaurant, or bake them cookies. Want to lose weight? Eat diet food. Want to get fit? Take our supplements, eat our meat, drink our milk. Want to be healthy? Eat our healthy products.

Want to reward yourself? There are too many options to name here. Having a bad day? We’ve got the food for you.

Don’t have time? Our food will save time.

Want to save money? Buy super size and “save”.

Think about this: if you’re like me, you spend as much or more time with food than you do with many of the loved ones in your life — several hours a day or more.

And consider this: technically, food is just fuel for living. That’s all — nothing else.

And yet … it has become so much more Food is the answer to everything, apparto most of us: ently. And yet, we forget that food is just fuel. We need to eat a certain amount to we use food for pleasure live and maintain our weight. If we eat we use it for comfort more than that, we will store some of that we turn to food when we’re sad fuel as fat (or build muscle if we’re exerwe use food to socialize cising). And how do we lose weight? By we use it as a reward eating, apparently — eat diet food, drink we do it when we’re bored diet shakes, eat Zone bars, eat vegetarfood can also be a chore ian products, eat meat and other protein we use food as gifts sources, eat low-fat products, eat our cewe turn to food when we’re lonely real, drink our diet soda. But what if we … food can be associated with sex just ate less? food is equated to health sometimes, food becomes an obsesDespite what the food industries have sion convinced us, we don’t need to eat as it definitely can be an addiction much as we do to survive. Sure, maybe food can make us hate ourselves eating that much is fun, and pleasurable, food is the center of many billion-doland will stave off boredom, and is fun lar industries. to do with friends and family, and so on.

But we don’t need to eat that much. AcIn fact, the huge food-related industries tually, we need to eat less. The problem are at the center of much of our relaisn’t that it’s so difficult to eat less. The tionship with food: restaurants, fast-food problem is that we have a complicated chains, convenience foods, agribusinessrelationship with food that started when es, distributors, grocery chains, snack we were toddlers and has become more foods, bakeries, coffee shops, dessert and more complicated through the years, chains, health food, diet foods, supplethrough endless amounts of advertising, ments, bodybuilding food, and many othof eating when we’re sad and lonely and ers. They spend billions upon billions evhappy and bored and at parties and goery year trying to get us to eat more and ing out and on dates and watching TV more food — their food in particular — and and dieting and so on. the horrifying thing is that all this advertis-

Our complicated relationship with food makes it hard to cut back on how much we eat.

So let’s start building a new relationship with food: Start recognizing exactly why we eat — is it just for sustenance or is our hunger often triggered by other things (boredom, socializing, pleasure, etc.)? Start realizing the effects that advertising and the food industries have on how we think about food and how we eat. Stop eating when we’re bored, out of habit, as a reward, for pleasure, for comfort, etc.

Only eat what and how much we need.

Find other ways to entertain ourselves, comfort ourselves, find pleasure, etc. Find other ways to socialize than eating large amounts of food. Stop obsessing so much about food.

End our addiction with certain foods — sugar, for example, or starches. We can still eat them, but we don’t need to eat them as much.

other days, plus strength training — I definitely recommend his book as a way to challenge the ideas you might have read in magazines or fitness blogs.

But what’s most interesting is how he recommends 24-hour fasts as a way to transform your relationship with food. By fasting, you learn to give up your need to eat for reasons other than fuel. You learn that hunger is often conditioned by other things, and you end that conditioning. You learn that hunger is OK, and after awhile the fasts don’t bother you at all. At least, that’s what Brad claims, and it sounds reasonable to me. I might try fasting for this reason alone.

Now, some of you will object to fasting on the usual grounds — it’s unhealthy, your body goes into starvation mode, it’ll slow down your metabolism, your body will start using muscle as fuel, your blood-sugar levels will drop too low, you won’t have energy. Those are the same reasons I objected. And I won’t try to refute these ideas — Brad’s book does a much better job. (Note: the links to his website aren’t affiliate links and I don’t make any money if you buy his book. Nor do I endorse his program, as I haven’t tried it. I do endorse the book for informational purposes.)

Think about it: how much simpler would life be if you could end this complicated relationship with food? Some changes that might happen: You’d spend less time thinking about food.

You’d spend less time preparing food.

Anyway, you don’t need to fast to transYou’d spend less money on food. form your relationship with food. It’s one You’d eat less. way, and I thought it was an interesting You’d get healthier. idea. In the end, let’s teach ourselves some simple things: food is just fuel. Most Fasting of us need to eat less. Food isn’t love or I have to give credit to Brad Pilon and his entertainment or anything else like that. excellent ebook, Eat Stop Eat, for inspiring It’s just fuel. this post. Brad shook up a few of my notions about eating, my assumptions about standard beliefs in the health industry, and about why we are conditioned to eat so much.

While I haven’t yet decided to try Brad’s super simple method for losing fat — fast 1-2 days a week and eat normally on

12//

//

Food Now HERE’S THE TOP 20 TRENDS FOR 2011: 1. Locally sourced meats and seafood 2. Locally grown produce 3. Sustainability 4. Nutritionally balanced children’s dishes 5. “Hyper local,” such as restaurants with their own gardens and chefs who do their own butchering.

6. Children’s nutrition 7. Sustainable seafood 8. Gluten-free food and being food allergy conscious 9. Simplicity/back to basics 10. Farm/estate-branded ingredients 11. Micro-distilled/artisan liquor 12. Locally produced wine and beer 13. Smaller portions for smaller prices 14. Organic produce 15. Nutrition/health 16. “Culinary” cocktails, for example ones that have savory or fresh ingredients 17. Newly fabricated cuts of meat such as the pork flat iron and the beef petit tender 18. Fruit and vegetables as children’s side items 19. Ethnic-inspired breakfast items, such as Asian-flavored syrups, chorizo scrambled eggs and coconut milk pancakes 20. Artisan cheeses

Predictions for the Future Trend:

out for Stop and Bap , a 13-part series on PBS devoted to Korean cuisine and culture, debuting next spring and starring Jean-Georges Vongerichten and his wife, Marja. If JG says Korean is where it’s at, we are true believers.

FOOD HALLS MACAROONS America may be a century or two behind on this trend, but we are finally embracing the food hall, in all of its gluttonous, groaning-shelves glory. Following in the footsteps of giants worldwide (Paris’ La Grande Épicerie and the food halls at Harrods of London and Takashimaya in Tokyo), New York has gotten into the act in a big way. Mario Batali and the Bastianich family recently opened Eataly, a boisterous celebration of Italian cuisine, in Manhattan, plus a smaller version called Tarry Market in suburban Port Chester; Todd English made his mark with the Plaza Hotel’s Food Hall; Jeffrey Chodorow introduced the first installment of his FoodParc; and the former Limelight nightclub was converted into the Limelight Marketplace. Of course, the trend isn’t limited to New York: Thierry Perez just debuted L’Épicerie Market in Los Angeles; Cathal Armstrong of Restaurant Eve is opening Society Fair in Alexandria, Virginia, next spring; and there are rumors that San Francisco’s Todd Humphries is planning a small food hall in the Napa Valley. We hope this trend becomes as ubiquitous here as it is in Europe.

KOREAN CUISINE Could kimbap be the next sushi? Evidence is mounting that smoky, piquant Korean is America’s next big cuisine. Witness the burgeoning obsession with double-fried, spicy chicken, as championed by New York’s Momofuku Ko and Los Angeles’ Kyochon, and the meteoric rise of the Kogi BBQ truck in L.A., selling kimchi quesadillas and short rib sliders. Finally, look

Cupcakes and pies are looking downright crusty these days. Macaroons or macarons, usually made with ground almonds or almond paste, sugar, and egg whites, will be 2011’s sweet sensation.

These gluten-free, delicate confections are the subject of many new books, such as I Love Macarons , Macarons: Authentic French Cookie Recipes From the Macaron Café , and the upcoming Macaroons . Renowned pastry chef François Payard is a fan because, as he told Epicurious, “it’s more than a cookie; it’s a delicate pastry. People are intrigued by the flavor and the color. It becomes so exciting, because you can change the flavors every season. So incredible!” At his François Payard Bakery in New York City and on Payard.com , the most popular varieties are passion fruit, mint chocolate, chocolate, and coffee.

MEATLESS MONDAYS & TOFU THURSDAYS While it’s hip to go whole hog, with butchers gaining star power and roasts as the focus of many a dinner party, there is a concurrent trend of eating less meat. As we recently pointed out in Back to the Future: 10 Food Trends to Watch Over the Next Decade, the proportion of people eating no meat or less meat is growing, and the nonprofit Meatless Monday initiative no doubt has been one motivator.

Meatless Monday’s goal is to encourage U.S. consumers to cut their meat consumption by 15 percent for the betterment of our health and the planet. School dis-

tricts from Baltimore to New Haven, Santa Barbara to Syracuse, have embraced the cause, as have more than 20 public health organizations, not to mention prominent chefs such as Marcus Samuelsson. We’re forecasting that eating meat-free will be on the calendar more than once a week.

FORAGING While foraging may be just a fancy term for the way humans have sourced food since time immemorial, top chefs are going beyond the farmer’s market and heading to quiet pastures or untrammeled forests in search of wild greens, nuts, berries, and even bark. As The New York Times recently reported, this longtime trend exploded when it was revealed that 2010’s It chef, René Redzepi of Noma in Copenhagen, is a big forager. New York’s David Chang likes to make salad from lily pad shoots, while Tim Wiechmann of T.W. Food in Cambridge, Massachusetts, uses wild violets in his Frozen Violet Flower Meringue with Candied Orange and Almonds. The foraging trend will go from restaurant to kitchen table in the coming year, as foodies take trowel in hand for some “wild crafting,” as it’s called. Already there’s the crowd-sourced Philadelphia Food Harvest Map , dotted with the locations of wineberry bushes, plum and fig trees, and other worthwhile wild things.

The remaining five trends are after the jump....

TIKI BAR COCKTAILS What’s old is new again, not just in fashion but also in cocktails. Polynesian-style drinks, those multi-ingredient fruit juice and rum concoctions adorned with flowers and umbrellas, will be the quaffs of choice in 2011. Though you may be tempted to think this trend is yet another stylish symptom of the current craze for anything

‘60s-retro or Mad Men-inspired, the “new” tiki cocktails’ roots go back even farther.

Dale DeGroff, author of The Essential Cocktail and The Craft of the Cocktail and founding president of the Museum of the American Cocktail, told Epicurious, “the revival of the tiki trend, ironically, is closer to the classic tropical periodright after Prohibitionpioneered by Ernest Raymond Beaumont Gantt (a.k.a. Don the Beachcomber). The tiki movement today is coming from the craft bartending community, using fresh ingredients and attempting to find the original recipes. Julie Reiner’s sophisticated take on tropical cocktails at Lani Kai in New York City is a perfect example.” Try out a Planter’s Punch , Mai Tai , Hurricane , or Zombie , and then join the discussion with the rest of the neo-Polynesian crowd on Critiki . Or get ahead of the curve by visiting one of the tiki bars listed on Tiki Central .

POP-UP CAFÉS Food trucks are as ubiquitous as, well, trucks, but the freewheeling, catch-ascatch-can insta-restaurants are now picking up steam. Why? Little capital, resources, or planning is needed, and chefs have greater freedom to try out menu items, restaurant themes, and locations. Chefs can create their own venues, in art galleries, public areas, or their own homes, as did Ben Greeno of London’s Tudor Road. In Los Angeles, chef Ludo Lefebvre opened what he calls a “guerilla style pop-up restaurant,” LudoBites .

And Top Chef’s Stephanie Izard (of Girl and the Goat in Chicago) started out with an “underground” place called Wandering Goat, which enabled her to preview her menu and generate publicity. Meanwhile, San Francisco is leading the trend, with a multitude of pop-ups, no doubt a reflection, at least in part, of the city’s high rents and overcrowded restaurant scene. Eat Restaurant holds a monthly

dinner in different locales so chef Tommy Halvorson can run the stoves without running his credit line. (We’ve even had our own pop-up restaurant, Epicurious Entertains NYC.) Look for more of these in 2011.

SWEET POTATOES This sweet root vegetable, bursting with beta-carotene and fiber, is finally getting the love it so deserves. With this fall’s bumper crop estimated at two billion pounds, more prominence on restaurant menus (not just in fry form), and an impressive nutritional profile, the sweet potato will be crowned the Vegetable of 2011. According to The New York Times , ConAgra just opened a plant devoted to processing frozen sweet potato products, and Google searches for the root vegetable (OK, albeit in fry form) have jumped 40 percent from last year. Chefs love them for their flavor, texture, and color: Sarah Stegner of Chicago’s Prairie Grass Café and Prairie Fire serves up Stuffed Sweet Potato Bread French Toast with Cream Cheese Filling. At DC Coast in Washington, D.C., chef Brendan Cox makes Sweet Potato Panzotti with Sage, Guanciale, and Toasted Hazelnut.

Pimentón de La Vera You may never have heard of this ingredient, but chances are you’ve used its less smoky cousin many times. A specialty of Spain’s La Vera region, this smoked paprika is a building block of Spanish cuisine. It lends a sweet heat to roast and grilled meats, paellas, sauces, and soups.

Because of the widespread popularity of Spanish cuisine, Pimentón de La Vera is gaining traction stateside, on restaurant menus and with specialty stores and online retailers . While all paprika is ground from a mix of Capsicum annuum peppers, the flavor is determined by the type of red chiles used, whether or not seeds are added, and the processing method. In La Vera, the chiles are smoked over an oak fire for two weeks before being carefully ground. Try the spice of tomorrow in this Turkey Cutlet Sandwich with Smoked Paprika and Mayo from Bon Appétit.

URBAN WINERIES Move over, canning. The DIY trend is moving Sideways, enabling you to become the Mondavi of your block. At the Brooklyn Winery , oenophiles learn the process of taking grapes from vine to vintage, doing the de-stemming, crushing, and pressing and then bottling their own wine. At Cork This! Winery , in Montgomery, Texas, wine lovers can bottle the stuff and personalize the label. And at San Diego’s Carruth Cellars Winery , Adam Carruth blends, ages, and bottles right in the middle of a city block. Could urban-wine tasting tours be next?

16//

//

becoming more and more evident that the same is true for food. This trend understands that mindset—that it’s all about eating local, but that local goes beyond 10 New Trends How Things Are a geographical definition. The new local is really about the independent spirit that Now: causes entrepreneurial people to develop new food products, open new restau1. THE CANNING COME BACK Food preservation has a rejuvenation. rants, and bring new food ideas to life.

They used to call it “putting up,” as in put- In other words, local has moved, and it ting up tomatoes or corn for the winter didn’t leave a forwarding address. ahead. Maybe your grandmother still refers to it that way. What it means of course 4. DON’T ASK, DON’T TELL is canning, pickling, and preserving—and Sometimes we don’t want to know the numore and more folks will be getting into it trition numbers. Politicians on the local, for a number of reasons. One major one state and federal government level are is the concern for food safety. The recent stepping up efforts to legislate healthier scares over contaminated tomatoes, pea- eating. These well-meaning efforts have nut butter, and eggs have driven people led to calorie counts on restaurant menus, to take more control over what they put bans on trans fats, and a war on sodium.

They’ve also brought about a backlash. on the table Let’s face it. Some things we just don’t want to know. We’re okay having pam2. MEN IN APRONS A gender role reversal is bubbling up in phlets on nutrition being available, but the kitchen. The slumping economy has do we really have to have the calories hit men harder than women, with job and fat listed in bold type on the menu losses in traditionally male fields such right next to our favorite megaburger? as finance and construction. Women, on For many, it’s just another example of the the other hand, are employed in fields growing Nanny State, and the answer is that are expected to flourish in the years simply “No, thanks.” ahead. As Mintel points out, it’s left many couples with a new balance of power: female breadwinner, male bread buyer (and baker). The rise of the Sheconomy, TIME magazine calls it, and it’s expected to last for a while. For every two guys who graduate from college, three women do.

The recession is only part of it. Men have been influenced by macho chefs on TV’s cooking shows, where it’s all about culinary competition, achievement and triumph. Plus, what guy doesn’t love a cool new gadget or tool? And there are lots of those in the kitchen these days.

5. APPETITE FOR FOOD APPS Discount eats make the new smart phone apps delicious. Just as the adorable antics of cats have become the unexpected stars of the Internet, food has become the dominant attraction of smart phones.

It seems like there’s a new mobile food app popping up every time you start to feel hungry. You can shake your phone on Urbanspoon to create a slot machine effect that spins neighborhood, cuisine type, and price to help you find a restaurant; VegOut helps you find one with lots of vegetarian choices; and Open Table not only locates restaurant choices using 3. LOCAL SOMEWHERE Support a local grower . . . anywhere. GPS technology, but also lets you know if Politicians say that all politics is local. It’s there are tables currently available. But

it’s the instant 24/7 availability of mobile will be working with school districts to get grocery coupons and restaurant deals on better, fresher foods on the kids’ trays. smart phones that consumers will really grab onto in the coming year.

9. DISCOMFORT FOODS Eating your way out of your comfort zone.

6. SMALL IS THE NEW BIG BUSINESS In some ways, we’ve grown accustomed Getting closer to the customer. Go ahead. to a topsy-turvy world and are embracLook closely at the pizza in the photo ing food that accentuates that. However, above. It’s not food styled. It’s not ma- at other times, we find the situation just chine produced. And yet every ingredient a little bit unnerving. This trend is about on this pizza is real. This is a big business consciously trying new things that stretch pizza that laid down the gauntlet after our food vocabulary and experience. listening to its customers. As anyone who works for a big corporation knows, the 10. EATING FOR SEX AND OTHER bigger your brand, the larger a target you THINGS may become. In today’s world, a corpo- Looking for foods that keep us young, rate mindset might be bad for business. strong and active. It’s no secret that Americans are reaching retirement age 7. FRESH EVERY DAY in record numbers, now that the Baby Rediscovering the butcher, baker and Boomers are starting to hit their midcheese maker. We see American food sixties. And, as they have since they first shoppers going about their marketing a began to walk, boomers will influence bit more like our European counterparts nearly everything in 2011, including foods. in the coming year. People will be return- As Mintel reports, many boomers will coning to the neighborhood butcher shop to tinue to work—and they’ll demand foods pick up fresh meats and grabbing their that provide the energy and vitality to get specialty breads and pastries at the cor- them through the day. And, as sales for ner bakery or bakery-café, and shopping Viagra prove, boomers want to stay in on nearly an everyday basis for the eve- shape for nighttime activities, too. Look ning meal. Yes, the large supermarkets for more food products to make bedroom and everything-under-one-roof big box performance claims in the years ahead. stores will still get the lion’s share of our Nutmeg, for one, has gained a lot of grocery dollars, but the increased popu- press recently for its reputation as a felarity of farmers markets has whetted our male aphrodisiac. appetite for locally-sourced foods and one-on-one personal attention.

8. CHEFS IN SCHOOLS Living up to their pledge, chefs join the cafeteria crews. This will be the year we finally get really serious about feeding our children healthier, better quality foods. We’re no longer just talking about childhood obesity, we’re doing something about it. Jamie Oliver came with TV cameras to the “unhealthiest city in America” and showed what a difference one person can make. In 2011 thousands of chefs