Word: freshingly
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...hard decision as to whether or not we were going to stay that close to the traditional concept," he says. Okura left out the mint, and the shrimp aren't as plump as Gulf shrimp, but the crisp vegetables somehow still conjure up a summer roll's cool, fresh essence...
...adjectives lavished on a dish can be as important as the names of the ingredients. What would you rather eatplain grilled chicken or flame-broiled chicken with a garlic rub? Scrambled eggs or farm-fresh eggs scrambled in butter? "Think 'flavors and tastes,'" Rapp says, repeating a favorite mantra. "Words like crunchy and spicy give the customer a better idea of what something will be like." Longer, effusive descriptions should be reserved for signature items. Especially the profitable ones...
First of all, they are not fresh. They were picked ages before and transported. Second, they were bred to survive shipping rather than for taste. Third, consumers like their fruits and vegetables to look perfect, so the breeding is for appearance, not taste. Taste, alas, is perishable...
...more local problems to solve--like what to do with all that leftover canned fruit and vegetables. A 6-lb. 10-oz. can of peaches costs just 13¢, but two of the four main ingredients are corn syrup and sugar. Cooper would rather pay 18¢ for one piece of fresh fruit and consider it an investment in the future...
Even with such initiatives in place, school food was far from the Chez Panisse ideal before Cooper came to town last October. The bread was white, the fruit canned, the meat highly processed. Now Cooper has inked deals with local suppliers for whole-wheat rolls, fresh produce, even grass-fed beef. Her staff of 53, accustomed to reheating food from outside vendors for the 4,000 lunches, 1,500 breakfasts and 1,500 snacks served each day, is learning to make meals from scratch...