Posts Tagged ‘Mc-Italy’

Eat local – Eat seasonal – Eat a ‘kiwi-stick'(?)

June 5, 2010

We’ve been hearing a lot lately about the importance of ‘eating local and seasonal’. The reasons focus mainly on the need to support local producers and the local economy, to reduce pollution arising from the transportation and storage of food, to try to eat produce in its freshest state possible for maximum benefit of nutrients, and to lessen the demand for processed food, resulting in less pollution from manufacturing processes and less use of preservatives, and hence less health risks for humans.

International, national and business-led campaigns with the ‘eat local’ and ‘eat seasonal’ message emerge weekly.

In Malta we have the Naturalment Malti campaign led by the Ministry of Resources and Rural Affairs. This campaign promotes consumption of local fruits and vegetables, as well as other locally produced foods such as honey, ricotta, rabbit and wine, among others.

An interesting campaign was launched recently by McDonalds Italy:  the ‘Mc-Italy menu’. The goal was to present consumers with a range of menu items using a variety of local ingredients. These included Italian products such as extra virgin olive oil, parmesan cheese, artichokes, onions, bresaola (low-fat dry beef sliced thinly and eaten cold), pancetta and a 100% Italian beef patty in a locally produced bun.

A variety of salads with local produce are also sold at McDonalds Italy outlets;  but the latest trend is the ‘kiwi-stick’. This is literally a speared kiwi fruit (grown in the Agro-Pontino countryside just south of Rome) which can be eaten on-the-go as if it were an ice lollipop.

The kiwi stick is an item in the McDonalds Italy Frescallegre packages. In winter, bags of local seasonal fruit are sold. These have included, for example, apples from the northern Piedmont and peaches from Emilia Romagna. This summer, the company plans to use Sicilian oranges to make ice cream.

Yet, the ‘Mc-Italy menu’ was not met without controversy. The President of the Slow Food movement – Carlo Petrini – accepted the campaign with reservations. He asked for transparency regarding the fairness of the price paid to local farmers and artisans for the ingredients, and also queried how the sensory qualities of the Italian ingredients would be ensured in the end-product. He was also concerned with respect to the potential standardisation of these ingredients if the campaign was launched globally, thus jeopardising the true traditional Italian taste.

Across the pond, in Canada, another food company – Hellmann’s – is sponsoring a campaign promoting consumption of local Canadian food. Click on the link below to see their video which spells out clearly the rationale for eating seasonal and local.  Though our balance of imports and exports here in Malta cannot be compared, the different arguments and messages will get you thinking.

So next time you go food shopping, whilst keeping healthy eating as one of your main goals, do make that effort to check if you can buy local and seasonal, to satisfy both your nutritional needs and your appetite…and to show a bit of patriotism.

For more on the mentioned campaigns read here:

http://www.mrra.gov.mt/index.asp

http://www.post-gazette.com/pg/10149/1061601-28.stm#ixzz0q0XuU0nH

http://www.slowfood.com/sloweb/eng/dettaglio.lasso?cod=C2744B880501e2AE0AjlMmE90175

To see the video, click here: http://www.youtube.com/watch?v=dIsEG2SFOvM

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