Pistachio

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April, 2008 Monthly archive

Répetez avec moi — BEN-YAY.

– your high school French teacher

Starbucks has an economic self-rescue agenda in play.

Earlier this year, they tried a gourmet breakfast sandwich, which turned out to be a stinker, literally. It seems customers didn’t like the smell of cooked eggs while they waited to pick up their morning lattes. The sandwich is unceremoniously being pulled from stores as we speak.

Then came a return to grinding their beans in the store, an olfactory apology. Nice move.

Then, this week, a product strategist was quoted saying, “What goes better with coffee than a gourmet doughnut?”

They’re called beignets, people, if you want $2 a piece for them [and you do] and if you want to sell a lot of them [which I'm assuming is the whole point].

And here’s the touted descriptor for those gourmet doughnuts: “hand-forged.”

People! Get thee to a dictionary. Your crowd is educated. They’re going to get a heavy-metal connotation, an unfortunate leaden image that you really don’t want associated with your doughnut/beignet/thingy.

I’m going to say it: wake up and smell it.

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In the midst of growing speculation about food shortages comes the story about the federal government doling out $50 million to help pig farmers destroy their herds.

The cull aims to decrease the number of swine by 10 per cent because the market value is ‘virtually nothing,” says Michael Rice, Executive Director of the Canadian Pork Council. Low prices, higher feed costs and that nasty, weighty loonie are pushing the industry into collapse.

Most of the meat is going into pet food and 25 per cent will be “made available” to food banks, which probably means the food banks will have to arrange to pick up the meat. Delivery paid for by farmers isn’t likely. Nor is it likely that a food bank can afford the transportation.

Some of it will simply be disposed of, but the reports don’t explain what that actually means, but I certainly hope they don’t mean destroyed. Is that more cost effective?

In our house, food had the unflinching value of gold, no matter what the markets were doing. You never left a morsel of food on your plate. Each bite was a wonder, a marvel. You owed your life to it. Also, our means were meager, and low pay was hard-earned, so waste of any kind was punishable by tirade. [Dad, this is where you come in.]

On the other side of the coin, Miss Manners says that it’s proper to leave a bite on your plate as proof that you aren’t a glutton — a pig, as it were.

Whatever sense can be made from an economics point of view, I would have loved to hear the government put a small bite of $50 million to get as much of that food into the mouths of the needy hungry.

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Well, it finally happened.
James Chatto

It has indeed.

Susur Lee is going to New York City to open a new restaurant for a tony boutique hotel chain. He’s closing “Susur,” the higher-end of his two eponymous restaurants. and leaving open the more casual “Lee,” for his up-market hipster crowd.

Big surprise.

There are only a handful of Toronto chefs who would make that move, but also make it successful from a business point of view. And none is more likely to succeed than Lee.

His stature extends far outside national, never mind metropolitan, borders. Although he’s greatly admired at home, his American recognition carries considerably more heft from a sheer number’s point of view. There are easily 10 times the industry watchers passing judgment in the U.S., and 10 times more chefs at Lee’s level of skill, most of whom likely covet Lee’s opportunity.

Also, gotta say it: he’s handsome, stylish and exotic. New Yorkers are going to love that, too. But he’s going to deliver. He’s a gifted powerhouse, and we love that he’s ours, if he doesn’t mind me saying so.

One by one, thanks to the media for eliciting comment, Lee’s peers have begun to chime in.

There was a vague sense of sour grapes when Mark McEwan stated the obvious. “It’s a tough town,” he said, but then briskly wished him well. McEwan is still fresh into his gorgeous One experience at the new luxury Hazelton Hotel. With New York City a chef’s mecca, I wouldn’t be surprised if McEwan wishes he, too, could make a run at it, but his hands are full of success here at home.

Claudio Aprile spoke of Lee as an artist, which reveals Aprile’s values about his own work. Art, science, craft, skill, gift. I stay away from this debate. My interest is in the business side of things. Can the chef-owner keep them coming back, covering costs, paying all the bills, growing the business and keep head, heart and life together?

The business side of being a chef is the final frontier for any cook who has ever dreamt of opening his or her own place. The sad and sometimes swift demise of so many sweet spots proves how elusive it is to be a successful restaurateur.

I don’t doubt for a minute that there’s a sweet slice of the Manhattan pie for Lee. He’s clearly up for the challenge, and no one deserves it more.

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