My Evolution to a "Whole" Foodie

The article caught my attention because I am a “foodie” dating a “non-foodie.” Can a Foodie and Mr. Bland Be Happy? I accurately predicted the implications this article brought up. It boggles my mind that some people don’t understand my LOVE for food. I get abnormally excited to try a new restaurant, new foods, wines, etc. Like jumping up and down excited. Don’t worry I’m not one of those people that “mmmm…. Mmmm… MMMMMM’s” at the dining table, however I do think of eating out as an experience. Many people don’t think of it that way. I live for the experience, for new food, new tastes, new smells. In most cultures food is centered on family and celebrations, it brings people together, sharing stories and cultures, and it’s used to “fuel the body.” I prefer this type of relationship with my food. (I realize many people do not share my view of food, and have a radically different relationship, and as a result: America is getting FAT, but that’s a blog for another day.)

When Did I Become SUCH a Food Snob?

I am a Food Snob, what can I say? I like what I like, and have strong opinions about what I don’t like. I think my love of food has cultivated over the years from my first real look at where our food comes from with Fast Food Nation, to learning the best ways to fuel and nourish my body while being on the running team, and most influential — exposing myself to cultures around the world and observing other relationships with food. My foodie personality has evolved throughout the years. When I first read Fast Food Nation I refused to even touch a French fry, I started considering places like Chili’s fast food (and still do). I then went and blindly thought that if I ate things labeled “organic” and “natural” I was being healthy. Well, I learned that eating organic cheese, crackers, bread, pasta, etc. does not make you healthy or thin for that matter. Then I read more, and learned more and started experimenting with different ingredients, different recipes, and learning how to cook and create flavorful but healthy dishes. This led me to my foodie self today. Now I appreciate the time it takes for a chef to plan his meals with what is in season, pairing foods with wines and much more. I appreciate where my food comes from and value the farms and local businesses that support that.

Fast Food Nation (Photo credit: Wikipedia)

“You Get What You Pay For!”

I like to nourish my body with fresh delicious food that supports the local economy. I truly feel that I eat well and buy and support products that support the same values that I have. However, my “non-foodie” boyfriend would most definitely disagree with me. He just doesn’t understand… sigh. So, all this foodie-ness has led to another intense interest:

I now love to explore the different ways that food is being marketed to our communities.

Yes I prefer to shop at a local or natural food store, and yes some things can be more expensive, but I believe you get what you pay for. I recently read an article entitled, How Whole Foods Became The Luxury Brand of The Millennial Generation, which compares Neiman Marcus to Whole Foods and the “larger shift in affluent marketing.” The author mentions a few key points about how Whole Foods leverages provenance, inclusion, egalitarian, informational, and, authenticity. Whole Foods does all of these things and they do it well. I feel like I am purchasing food that’s been paid extra attention to, or “curated” just for me.

– Core shoppers are affluent, and like to flaunt it vs. core shoppers are affluent but prefer to hide it

– Exclusive and intimidating vs. egalitarian and welcoming

– Anonymous service vs. personally identified service

– Prefers designer labels vs. prefers unknown producers

– Indifferent vs. humane

Words I use to describe food and restaurants I enjoy:

Local, sustainable, organic, natural, seasonal, fresh, unique, thoughtful, atmosphere, experience, open, friendly, design, knowledgeable, service, personality. So apparently, I am pretty aligned with the description of Whole Food shoppers.

The author describes the perceived differences between Gen Y and other markets stating that, “as a baby boomer, luxury is about designer labels and rarefied retail temples like Neiman Marcus. These outlets are full of lithe, headless mannequins, invisible cash registers, and generically attractive retail associates who all adopt the same quiet and impossibly dignified manner.” However for us Millennials, it’s different, there is a shift in what this group of consumers like.

So what do we like exactly? Apparently it’s a type of understated luxury, exactly what Whole Foods projects to its consumers. “The organic food chain knows that it’s not just about the food, selection or prices, but about the whole experience. If you are going to reach Generation-Y a.k.a. Millennials, you must use both a Sensory Approach and Social Approach in your marketing.”

The Promises of Shopping at Whole Foods

You know when you are in a work out slump, and you think that if you buy a new outfit from Lululemon it will motivate you to get into the groove again? Well that’s how I think many people feel about Whole Foods. It markets itself as healthy, happy, informative, and more. If you shop there, you feel like you’re part of the group, healthy, cool, and that you are MOST definitely going to leave the store with the ingredients to keep yourself on the right health track, whatever that may mean to you. I mean, seriously, if I walk in there in my yoga pants and running shoes, I feel like I have already lost ten pounds. Then I go through the store and end up tossing in all these new “organic” products and what do you know? I have spent $315. (The $15 being the re-usable bags I bought last minute I wanted to do my part for the environment, and I left mine at home AGAIN.) Just to note the idea that you have to spend a lot of money at a health/local store to eat tasty and healthy is a whole other FALSE misconception (but that’s a separate blog post too).

Overall

I think Gen Y’s perception of success and luxury is changing. Eating healthy and from the local spots is viewed as a luxury although at the same time, expected. It’s like clothing, you buy a nice well-made item and it will be a staple in your closet forever. You buy and feed yourself good food and you are setting your body up for a long and healthy life. Not to mention lots of good memories. My “Whole” journey to becoming a “foodie” has been all about loving delicious, healthy, tasty foods and the experiences I’ve gained along the way. As for my non-foodie boyfriend, let’s just hope he comes around soon!