Asking the Correct Questions

The Food Entrepreneur

On Sunday I demo-ed at the Food Front in the Hillsdale shopping center. I set up my table and arrange the little sample cups and then wait for shoppers to come by. I never think that my purpose is to sell, but more that I am there to educate the consumer about the River Wave Foods product line. Inevitably I meet the most interesting people. I rate the traffic as medium/slow, which is nice because I then have the opportunity to talk with people. I met a wonderful couple and we engaged in conversation about the serendipitous way in which a life or a business can unfold. They recount the story of how after receiving 3 job offers in a week that would entail moving to either London, Amsterdam or Brussels they logically assessed the pros and cons that each city could offer. Pleased with their decision making process they casually ask their 4 year old son where he would like to live. Their son asks "Who has the most toys?" They look at one another and answer their son's query, " Well I guess that would be London". And London it was, a decision made 30 years ago that yielded experiences and friendships of a lifetime.

The Climb

The Food Entrepreneur

Most mornings I wake up not knowing how my day will unfold. Since starting my own business I have become painfully aware that there are no bosses to create the work and it is not that I don’t want to work but more that I am not always sure what the work is. I attribute this to a lack of vision, an inability to determine the task at hand. This lack of vision can easily lead to paralysis. In the beginning there were a millions things to be done; create and fine tune the product, find the right co-packer, shelf stability testing, labeling, upc code, packaging etc. Early on it felt as if the creation of the business was the end product, once that was done I would be home free…….needless to say I was a little off base with that one.

Beans are Beautiful

1/17/10

This winter I have re-discovered my crock pot. Pulled pork, chicken fricassee, chili, pot roast and beans. Raw ingredients in the morning rendering delicious, savory offerings at night. Nothing novel to it only the rediscovery of time, heat and raw ingredients, a time worn formula for success. I believe that this is not only the formula for good savory food but for life itself. Recently I have received a number of really great recipe books. I love recipe books, more for the thought of creating the fabulous food that is featured then the actual cooking. When I look at the pictures I can almost smell the earthy, savory, salty aromas that waif off the pages as I leaf through the cornucopia of wonderful, soul satisfying dishes. One dish that I recently experienced was a colorful, rich delightfully flavorful bean and squash stew. In the AM I threw into my ever faithful crock pot chunks of peeled, cubed butternut squash, an assortment of colorful dal beans , diced onions, an assortment of herbs and seasoning, some fresh corn kernels, salt and pepper and voila 8 hours later a hearty, vegetarian stew was ready. Although dishes like these take time sometimes all they ask from us is to bring the elements together, provide some heat and then allow for time to do its magic.

A Bowl of Soup

1/7/10

The Food

Maya, Olivia and I have come home from the barn covered with mud and horse hair. Chester and Belle greet us with gleeful barking ready to be fed and let in from the cold. Barn boots off, dogs fed and we are ready for...soup. Steaming bowls of flavorful broth with bits of ham and a colorful variety of beans; lima, dal, black and pinto, hard nuggets of protein softened by time, heat and liquid. A forest of kale floats in the broth. The soup is hot. The soup is good. The fragrant steam touches my face. We smile.

A Call For Chocolate

1/9/10

The Food

Maya and I make a quick trip into town to drop off product with Juls, the River Wave Foods demo person. Juls is demo-ing at the Whole Foods Market in the Pearl so while we are here Maya and I do an obligatory pass through the bakery. Neatly lined up for our inspection are muffins, bagels, glistening fruit tarts, carrot cakes and the most fetching of them all; the chocolate cupcake. No ordinary cupcake, not this one and even before a bite has been taken one can intuit that this cupcake is a cup above the rest. Topped with chocolate mousse, butter cream and chocolate frosting, finished with a dusting of white sprinkles, what could be more decadent or delightful on this cold, dreary January afternoon. We are to meet Karn and Naomi at the barn later today....yeah. a definite call for chocolate.