Foodie Culture in Today’s Economy (Blogpost #3)

           American culture has experienced a large growth in people’s appreciation for food, driven by the influx of food-related television shows that has emerged within the past decade. With competition shows like Top Chef and Hell’s Kitchen, the countless programs from the Food Network, and movies such as Julie & Julia, society has begun to demonstrate a newfound love of good food. America’s widespread interest in food has given birth to what is now known as the “foodie culture”, which refers to savoring and enjoying quality food as an experience. Although being a foodie would seemingly entail fine dining and preparing gourmet food, the foodie culture has become increasingly accessible to the average working-class American. As some of the world’s most renowned chefs and food critics have stated, being a foodie does not mean one must spend an excess amount of money on food-- the simplest of dishes can be considered as fine dining so long as it is made of quality ingredients.
           Food culture, as it is displayed on TV, appears to be rather glamorous and exclusively for wealthier individuals. On Top Chef, contestants are often required to create a meal for a handful of professional food critics with a budget of several hundred dollars-- much more than many families can spend on dinner. They are then filmed cooking at a series of lavish locations while the food critics sit around and discuss the positive and negative elements of the dishes. There was another television show, however, that was one of the original series to truly illustrate a genuine love of food. With Japanese roots, the Food Network show, Iron Chef, became an instant hit once it reached American audiences. Rather than watching upcoming chefs competing for a new title, people were able to watch real culinary masters in action, and then listen while the judging panel conducted in-depth discussions about the food, using sophisticated terms and descriptions. Many judges mention the complexity of a dish’s flavor, the precise balancing of flavors, and use terms such as effervescence, aroma, and umami. These three terms are essentially the foodie version of the words bubbly, smell, and savory. True foodies taste their food in an extremely conscious and analytical manner, taking smell, taste, and overall quality into consideration. It may be surprising to discover that this sort of culinary enjoyment can actually be experienced by anyone who chooses to partake in the foodie culture.

The greatest concern amongst middle-income families today is the cost of living. The global economic crisis has, unfortunately, driven many people to habitually consume fast food rather than quality food, simply because they believe the prices to be lower. This, however, is a false presumption. America, in reality, has the world’s lowest cost of food-- something that Americans often take for granted and to which they feel entitled. Due to perceptions that good food entails a high cost, many Americans believe that being a foodie is too expensive for their lifestyles. Ironically, in today’s troubled financial times, Americans are spending a lower percentage of their paychecks on food than they were spending several decades ago. They reduce their food budgets in favor of other amenities, then claim that they do not have enough money for better quality meals. With Americans spending significantly less money on food, people attending sustainable food conferences have begun to argue in favor of raising food prices. Although this is a controversial approach to make in the midst of a recession, these conferences bring up several valid points.

           The argument in favor of cheap food would be more meaningful if the people who could

           benefit most-- impoverished inner-city residents-- had access to it. But according to Jim

           Slama, president of Family Farmed, a Chicago-area organization that supports local food

           producers, the biggest problem those consumers face is that there are no supermarkets,

           people, serving their neighborhoods. That means they have to patronize convenience

           stores where the food often is neither cheap nor nutritious…

                                                                                                                                       (Estabrook, 2009).

           In regards to low-income families, it cannot be expected of them to make foodie culture an important part of their everyday lives-- not because they are unable to afford quality food, but because they do not have access to decent grocery stores. By frequenting convenience stores, they are actually spending more money to feed their families than average, suburban households. This shows that individuals with middle-class incomes who live within close proximity to supermarkets can absolutely take part in the foodie culture if they wish to do so. Many foodies, in fact, are not multimillionaires but average citizens-- they just improvise and adjust their budgets in order to accommodate their love of good food. If one has the desire to be a foodie, chances are they will be more than willing to make some sacrifices and adjustments in their lives, simply because enjoying food as an experience would be a priority to them. Being a foodie and eating fresh food from quality ingredients can actually be more cost-effective than spending one’s money on fast food. For this reason, many budget-conscious people urge others to cook their own meals at home instead of going to places like Burger King. Not only is it incredibly healthier, but it saves money in the long-run. The University of Utah conducted a study, analyzing the spending behavior of more than 10,000 Americans, in relation to food. Their results showed that only 30 percent of those Americans purchased healthy, fresh foods to cook at home themselves, while the majority spent approximately half of their food budget on dining out and fast food. In addition, seven percent of those studied spent over a third of their food money solely on alcohol (Pleasant, 2009, p. 15). These figures are quite extreme, considering the common idea that foodie culture is superfluous and costly. Most of the of the 10,000 people wasted nearly their entire food budget on fast food, which is completely devoid of any nutritional value. The 30 percent of people who prepared their own food at home, however, were able to adequately balance home cooked meals with dining out on an occasional basis. Being a foodie has nothing to do with how much money a person is able to spend, but rather how they choose to spend it.

           There are infinite ways in which the average American can enjoy good food on a daily basis as long as they are willing to experiment with cooking and preparing food from their own home. Knowing how to shop for groceries is key to being a foodie on a budget. Buying dry food staples like beans, rice, and lentils, for example, can save people an impressive amount of money if they buy those items in bulk. Contrary to popular belief, eating more produce can also save money while adding more nutrition to one’s diet.

           A diet rich in vegetables, fruits and grains typically costs 20 percent less than a diet that

           revolves around meat. From a practical point of view, a thrifty veg-first strategy will take

           you into a wonderland of inexpensive, protein-rich, and east-to- store dry beans and

           peas… Try different kinds: Beans and peas come in a huge range of shapes, colors, sizes

           and textures. When you find one you love, set some aside to grow in your garden.

                                                                                                                         (Pleasant, 2009, p. 16).  

           Growing foods at home is a very low-cost way of always having fresh produce available. Even if families who live in apartments do not have their own garden outdoors, they can always plant their own herbs inside. Fresh ingredients can be extremely affordable, even if they are not homegrown. Budget-conscious foodies tend to frequent the farmers markets, as they are always stocked with in-season produce. When fruits and vegetables are in season, the prices are substantially lower. Nearly all of the stars on the Food Network channel can be seen at local markets while filming their shows, giving their viewers advice on how to shop on a budget. The Food Network, in fact, has produced many shows that pertain to today’s middle-income and working-class families, taking limited finances into consideration. One of its newest shows, Ten Dollar Dinners with Melissa d’Arabian, features innovative ways in which people can make foodie-style meals for a family of four-- all for ten dollars or less. Melissa, a homemaker and winner of The Next Food Network Star, demonstrates how foodie culture is not exclusively for the rich. Her love of cooking and appreciation of quality ingredients is clear, as her shows have taught viewers how to make everything from a chic French café meal, to a Moroccan dinner. By cooking dishes such as salmon cakes, chicken a l’orange, and shrimp scampi pasta, Melissa makes it clear that it is possible to cook gourmet food at home and enjoy it on a daily basis without increasing one’s food budget; and she is only one example of how America’s foodie culture is becoming more accessible and affordable. In Los Angeles, California, a new trend has emerged that offers gourmet food at low prices-- food trucks. Owners are now selling their food from trucks instead of restaurants, therefore passing their savings onto the customers.

           The comparatively low cost of launching a truck as opposed to a restaurant has fueled the

           trend. John Bowler, owner and pit master of Barbie’s Q, as well as an experienced

           restaurateur and former mayor of Hermosa Beach, estimates that it cost him about

           $40,000 to start his pan-regional barbecue truck instead of the $200,000 he would have

           needed to open a restaurant.

                                                                                                                                            (Shatkin, 2009).

           People in L.A. now have access to a variety of cuisine like Korean BBQ, hot dogs with organic grass-fed beef, falafel, fancy ice cream sandwiches, novelty tacos, and sushi; and the average cost of an organic, gourmet taco from a vending truck is two dollars. The evolution of the food industry has enabled more Americans to develop a greater appreciation for fine food, regardless of their current salaries. Food trucks are no longer viewed as being peasant-like, but rather a trendy way in which people can experience a variety of cuisine from all over the world. Even Food Network star Bobby Flay is shown buying hot dogs and other street food from the vendors on the New York City sidewalks. Good food has nothing to do with fine linens and silverware. It is about the enjoyment people experience by eating it.
           While most middle-income families may not be able to eat beluga caviar garnished with gold leaf paper every night, it does not mean that they must be excluded from enjoying quality meals on a regular basis. Those who are interested in gourmet food are more than able to experience the foodie culture, as long as they know how to shop, where to shop, and how to prepare their ingredients. As any professional food critic would say, foodie culture is entirely about the experience and appreciation of food. It is not class-specific, and it is not an unattainable luxury.

References

Estabrook, B. (2009, May 20). Politics of the Plate: The Price is Wrong. Gourmet Magazine.

Retrieved from http://www.gourmet.com/foodpolitics/2009/05/ politics-of-the-plate-the-price-is-wrong  

Pleasant, B. (2009). Cut Your Food Bills in Half. Mother Earth News, Summer 2009, 14- 20.

Shatkin, E. (2009, July 22). The Food Trucks Just Keep Rolling. Los Angeles Times.

Retrieved from http://www.latimes.com/features/food/la-fo-foodtrucks22- 2009jul22,0,7542552.story