Food nostalgia

This post was inspired by a set of subconscious interviews we did taking people back to their earliest and most vivid memories around food. While we voyeuristically relished the food memories that people recalled, we also notice big contrasts in the way people enjoyed food then and now.

Some changes in the food consumption trends...

1. Food has always been ‘alive’ in India.  Whether it is at street corners or in our homes – we have witnessed food in the process of being cooked. It is a thorough treat for one's senses  to see the masalas being mixed with hand. Or ever seen a woman in the market smelling fruits to check for their sweetness or poking the flesh of a fish to gauge its freshness. Such sights would probably put-off a person from another culture but for us it adds to the experiences, enjoyability and engagement with food. 

‘Alive food’ is slowly becoming passé with things which are either packaged / pre cooked. At hotel breakfast buffets the ‘live dosa’ counter is where you see most people flocking

2. Earlier we ate with our nose first and then our mouth. Today we eat with our eyes first. Today food is served well but that tasted better. Outside food is served in style. Mom would serve directly from the kadhai. She didn't even have serving bowls.

Smells are underplayed in our culture. There is a dominance of the visual sense. Sense of smell is considered the strongest of the senses. We have seen western brands work on this - Cookieman for instance lures mall goers right upto it's counters with its characteristic aromatic cookies. 

3. Food (rich food) was an integral part of growing up. The entire family relished their food indulgences. The recent discourse on food is – that everything has to be healthy, measured and calorie counted. There was never any guilt, concern, and calculation around eating. Despite the food being rich – the mindset people had (and older people still have) is ‘good food is good for my body’. If it is ghee, it will lubricate my joints etc. Where as today, there is a lot of caution exercised around food. We think so much that we have forgotten how to enjoy the food.

 
Brands thrive on this health-paranoia. We have omega 3 ghee and eggs, everything is fiber rich, vitamin rich. At times it sounds like an over-claim. Besides, it conflicts with our deep-rooted thinking and habit around food and while the world shouts loud about healthy eating habits, where it comes to actual behaviour - very few people consume what is actually healthy - willingly. 

I wonder whether its possible for food brands to adopt a more positive language - claims that are believable and enticing yet suggest wholesomeness...filled with extra goodness, or fresh, simple, pure (no flavoring, additives). Emphasise purity and authenticity. For instance - a pack that says the contents have - no flavors, additives, essences, garnishes – just milk, sugar and almonds – sounds promising to me. After all who doesn't enjoy life's simple pleasures.