There is a word that all of us who make food for people use everyday, when we set plates on tables or slip jars into hands. Enjoy.
A conjuring of intent. A prayer. A desire, perhaps, that the work we’ve created will be appreciated. Deeply.
Our work is understood to be healthy. By that I mean that there are measurable health benefits to consuming our products. Mainly this comes in the form of bacteria. They keep our engine running. They are our engine running.
We fully embraced this from the beginning. The words probiotic bacteria can be found on our label along with Restore & Revitalize and an FDA disclaimer. We know. We understand. People want, people need. We deliver.
I don’t think much about the health benefits anymore. Not in any direct or overt way. They are, for certain, a thread that weaves through all of our work. In so much as they spring from that which provides the very action of the work, their importance cannot be overstated. It is foundational. A given.
What we seek is creative collaboration with these fundamental forces, to give rise to something delicious.
Occasionally when we are reminded, we are caught a little off guard, left a little speechless. Example: At the farmers market a while back, Alex slid a jar of sauerkraut into the hands of a customer and said pleasantly, “Enjoy,” to which he gruffly replied, “I don’t eat this because I enjoy it, I eat it because it’s good for me. It’s not ice cream.”
Well, he does have a point there. Pickles are not ice cream.