A EULOGY FOR WESTERN FAST FOOD CHAINS-WHY NOT "DESIS" RISE TO THAT LEVEL?

Most Indians, given a chance, will prefer foods of Indian origin like roti, idli, poori, samosa, etc which have been consumed in the country for hundreds of years. Modern education, frequent travels abroad, almost 300 years of British rule, constant media exposure etc have contributed to distinct shift in the food tastes from Indian to western type. The onslaught of western products like bread, pizza, pasta, soups, salads, sandwich, pastry, French fries etc has obscured or diminished the attraction for traditional foods to some extent. Added to this the excellence in presentation, high degree of ambiance and better hygiene and sanitation credentials have further added to the lure for western foods. However if recent attempts by some of the Desi product players are any indication, Indian foods may yet beat back the aggressive attempts by global fast food chains to obliterate the traditional dabhas and Udipi restaurants. Here is a take on this new trend which is really remarkable. 

"Global brands like McDonald's and Pizza Hut have taken the casual, functional eating occasions to a level of excellence. At a cross-cultural platform, they bring in standardisation of products and service, hygiene, transparency of process, branding and a very contemporary ambiance. They also establish in our minds a new price point for casual dining: Rs 50 for a simple burger and Rs 100 for a snack meal. We get used to new price points and with all the modernity and good service, we don't give much thought to the value we get. It is important to realise that no vada-pav or idli eatery, starting from Udipi prices, can hope to scale the Rs 40 price point. Those price points (and customers who have no problems in paying that price), are a result of global players in this space. At a 100-rupee price point for an idli and coffee, any Udipi diner worth its salt knows that it can create a completely exciting world of taste, ambiance, choice and service. Courtesy McDonald's and its global peers, customers are more than willing to pay Rs 100 for an idli meal too! That's when our Udipis and Darshanis can morph into Idli Factorys or Banana Leaf Cafes. They know their splendid recipes and fresh food formulae for generations together. The pots and plates and backroom methods change a bit and we have idli-dosa joints, chat-and-bhel counters and ice gola stalls in malls and elsewhere, which can attain global standards with ease. At a highway halt at Muzaffarnagar near Delhi, McDonald's and Haldiram's are located within a common facility. They share a common parking lot, security area, restrooms and housekeeping services. Both have a very modern decor. Their prices too are similar. Their menus are completely different, though. Haldiram's even has a special Vrat (fasting) menu during the fasting week of Navratri in North India. This is a popular highway stop for people driving in and out of Delhi. The parking lot is full; this place is busy! At the same hour of the day, the number of people eating at the Haldiram's side of the facility is double that at McDonald's. The shape of the Indian casual dining opportunity is now crystal clear. Thank you, McDonald's!"

It is true that the foreign origin fast food chains did show that Indians are ready to respond to good. clean and safe foods served in an ambient environment by paying prices almost double that charged by Indian restaurants. The crux of the point raised by the author of the above critique is that such a transformation is taking place because of soaring prices for foods in many food restaurants during the last one or two years. A question that begs for an answer is whether such a transformation will be pan India phenomenon or just restricted to some metropolitan pockets in major cities?. If it is a limited trend, the same may be a desirable one as only rich and upper middle class consumers will patronize them. But if all desi restaurants start this game of modernization, where will the aam aadmi (common man) go for a bite of hotel food as a part of relaxation occasionally? It is the duty of every state government in India to ensure that small food serving enterprises survive, selling low cost affordable foods to more than 90% of the population who cannot dream of going to the high end fast food outlets serving Indian foods. What is most important is to make these catering units conform to minimum safety standards and provide reasonably clean environment. The endeavor of Kerala state in this area is laudable, worth following by others. 

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

ANOTHER "EULOGY" FOR ORGANIC FOODS- A SCIENTIFIC FINDING

Protagonists of Organic foods make some claims which are difficult to be sustained based on science. One such claim is regarding yield of crops from normal soil when organic farming system is deployed. But the latest studies carried out in the US do indicate that yields can be equal to or greater than under traditional agriculture using chemical fertilizers, high levels of water and application of pesticides. This long term study spread over 30 years deserves attention by planners and farmers while deciding about any strategy to evolve sustainable agriculture in the coming years. Here is a report about the significance of this study for the long term future of the planet.

"Rodale Institute today announces the latest results of the Farming Systems Trial, America's longest running side-by-side comparison of organic and conventional farming practices. Originally created to study the transition from conventional to organic production, this 30-year study also examined productivity, soil quality, energy and economics. Key findings show:

-- Organic yields match or surpass conventional yields.
-- Organic yields outperform conventional yields in years of drought.
-- Organic farming systems build rather than deplete soil organic matter, making it a more sustainable system.
-- Organic farming uses 45 percent less energy and is more efficient.
-- Conventional agricultural systems produce 40 percent more greenhouse gases.
-- Organic farming systems are more profitable than conventional farming systems.

After 30 years of a rigorous side-by-side comparison, the Rodale Institute confidently concludes that organic methods are improving the quality of our food, the health of our soils and water, and the conditions of our nation's rural areas. Organic agriculture creates more jobs, provides a livable income for farmers, and can restore America's confidence in our farming community and food system. "America's farming techniques affect the health of our families, our communities, and our planet. The Farming Systems Trial shows that organic farming is the healthiest and safest way to feed the world, provide much-needed jobs, reduce our greenhouse gas emissions and protect precious natural resources," says Mark "Coach" Smallwood, Executive Director of Rodale Institute. "The Farming Systems Trial clearly documents in a replicated, scientific fashion, that many of the current myths are not true. Organic agriculture does not result in the grower losing money, does not result in lower yields, or more expensive management practices," says Dr. Elaine Ingham, Chief Scientist at Rodale Institute. "The next step forward is to educate growers, whether they are conventional or organic, in the methods used in the Farming Systems Trial to assure equal or better yields through farming practices that do not harm the environment." The trial is slated to continue with a new focus on nutrition and human health. "We have shown that organic can feed the world. Now it is time to take on the matter of feeding the world well," said Smallwood".

One of the significant findings is that unlike the input intensive conventional agriculture, organic system does not destroy the soil health that enables the farmer to continuously use the land for many many years. Also notable is the relatively less carbon emission reported under organic cultivation mode. While it is agreed that farmers are well advised to replace their conventional practices with organic production system, what is not clear is the logistics involved in such switch over. Input materials like organic manure, safe natural crop protectants and cover crops are scarce resources while the actual practical methodology needs to be popularized through training under experienced practitioners. Though the studies have shown that organic food production can ensure increased production there has to be a coordinated effort at global level to put into practice what is already known and achieve the desired results. Like the recent UNO meeting on junk foods, a similar international consultation is called for to take appropriate action and evolve strategy to transform the current farming practices into organic system.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com