Is a carrot that looks like a carrot, but doesn’t taste like a carrot, still a carrot? 

Taste – Texture – Smell – Colour; Seasonal – Local.                                             Simplicity.

The foundations for the oldest and most sophisticated of food cultures.

Past tense in many respects.

Ersatz:  (adj) – serving as a substitute  (n) – artificial substance or article used to replace something genuine.

Ersatz mass-production of food; where feeling, taste, imperfection, individuality are all removed in favour of quantity, mass-defined aesthetic ideal, homogeneity and “quality” assurance.

Where ‘quality’ is defined as ‘posing no health risk’.

Simon Sinek asks for a ‘why’ to begin any journey.

This is my ‘why’

For me, food is feeling, taste, imperfection, individuality. It is also nutrients and energy. It is growing and processing. It is both physical and emotional.

Food nourishes me.

Food nourishes us.

Or it could …

I look around and see texture ignored in favour of look or of colour. I see ‘perfection’ without taste. I see mass-production giving way to ersatz mass production – artificial replacing genuine. I see people being technically ‘fed’ but not nourished – either mentally, or physically …

… and I see people not asking for anything different …

This is the purpose of the blog …

I want to ‘play’ with my food – I want to be able to separate hype from truth; to uncover interesting pieces of information and share them – and I want to provide this information to others so that they can start to be a community of food leaders – as opposed to food followers.

… because carrots should taste and smell and feel like carrots.