The second in a continuing series in which I make broad, unsubtantiated generalizations about the Swedish people based on my own superficial observations.
If you want to really know people in a different country, go to where they buy food. Whether it’s an open air market with flies swarming around a freshly slaughtered goat or massive, climate controlled mega-mart, what’s offered for sale, what people buy and how they buy it can tell you a lot about people that you won’t find in a tourist guide.
That and watch the TV. But that’s for another post.
So, while on my most recent trip to Sweden I found myself in several markets, looking for goodies I could bring back that would allow me to cook some good vegitarian (for me), lactose free (for Mrs. Iago) dishes. Some of the things you’ll notice right away:
- even though everything is in a different language supermarkets are all set up similarly and so navigating them is fairly easy.
- there’s much, MUCH less variety of processed food on the shelves. You like your Fruit Loops with tiny, chocolate covered marshmallows and honey coated nut shavings? Too bad. That whole isle of processed high fructose corn syrup breakfast candy is cut down to a half or a third of what you’ll see in a typical American supermarket. Don’t get me wrong, you can still eat plenty of crap there, you just have less crap to choose from.
- The Swedes have an entirely different idea of what sorts of things make food attractive than we do. To back up this statement I’ll present two pieces of evidence:
First:
Kalles is a type of kaviar but you really don’t need to know that to get my point. What American food producer and/or marketer would ever consider advertising (with an exclamation point!) that the product they were selling was ‘Xtra Mild’? And what red-blooded American would ever eat anything advertised as such? I actually had to do a double take when I saw this. Such excitement and font sized should only be used when saying things like: ‘New, BOLD flavor!’, ‘Intense cherry taste!’, ‘Xtreme Cheesiness!’.
But ‘Xtra Mild’? What’s next?
‘Now with even LESS flavor!!’
This is like a mayonnaise commercial I saw recently (but, annoyingly can’t find on the internet) showing a bunch of young people dancing, hip hopping, and being generally cool all because of the fabulous mayonnaise they were eating. Quite possibly the lamest commercial ever.
In fact, you can buy Cheese Puff things at the stores there that are corn based and (I kid you not) are devoid of any flavor whatsoever. It’s got all the crunch of a Cheese Puff but really, no flavor at all. It’s the weirdest thing you’ve ever eaten (uh, well, maybe not but let’s not get into that here).
Ok…Item #2
Now, why would I get my goulash from Poland? Isn’t that Hungarian? And if I was so inclined to eat goulash from a can, I’m not entirely sure that ‘Army Style’ would tickle the pleasure seeking areas of my brain enough to get me to buy this can. As someone who’s eaten army food for many years, allow me to pass on a bit of advice. Never, NEVER, willingly eat food whose primary selling point is that’s it’s ‘Army Style’. For the life of me I can’t figure out who the target demographic is for this product.
And just as a bonus…
That’s right kids. If you’re going to eat Polish goulash, make sure you eat it ‘chileed’.