Marketing in the Rain

We did our regular stroll around the market today, and more than one vendor, recognizing Sarah as a CUESA employee, encouraged her to use her influence to provide an awning, if not a sunny day. Only really hardy souls come to buy produce in the rain. It's a lot easier to dash into a warm, well-lighted grocery store.

It's got to be really challenging to awaken before dawn to load up your truck with fruits and vegetables, knowing that you'll be bringing an inordinate amount right back home at the end of the day. So of course I picked up a few things, not that my purchases will lighten the load all that much. I was making creamed spinach on Sunday, using my favorite recipe from The American Table(one of my favorite cookbooks, sadly out of print...). The recipe uses cream cheese and chives, and I was using baby swiss chard instead of spinach, but the point is that the recipe immediately above was for rutabagas. I've never purchased a rutabaga in my life, but today, I bought three, in the spirit of the upcoming Root Festival, and to help out the poor wet farmers, and because I trust in the goodness of this cookbook. I'll keep you posted. I got some new garlic as well, and some cherry tomatoes, arugula, and gypsy peppers.

Over lunch (jambalaya and mac and cheese from Mistral), Sarah and I talked about the role that the Market Chef can play in CUESA's ongoing success, and the challenge that any not-for-profit has in expanding its message beyond the already "converted." She told me it took her a while to get used to shopping exclusively at the farmer's market for her produce -- there's definitely a balance between overloading and having the right ingredients on hand. Personally, I've got quite a lot of chard to deal with. And then there's those rutabagas.