The Weekly Review

The shame that is our fruit and veg
2.11PM  14-2-2013
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There they were: small, imperfect, some mottled and spotted, but the sweet perfume that arose from them was unmistakable.

I had not seen real apricots like this since I was a student, renting a squalid house in North Carlton with the most magnificent apricot tree in the front yard. The fruit ripened perfectly each year and fell into your hands as you plucked them. The neighbourhood Italians would come with buckets and elaborate stories as to why they should be allowed to take some away. I was happy to see the tree stripped bare by autumn.

The apricots I found at the market were the Moorpark variety, a type so old and revered it is mentioned in Jane Austen’s Mansfield Park as one of the most flavoursome of its kind, and was planted by Thomas Jefferson at Monticello.

You could once find this sweet, fragrant apricot everywhere: in backyards; in commercial orchards; in greengrocers. That is, until the major food chains demanded a firm, full-coloured apricot that packed easily and had longer shelf life. Imports began to pick up the shortfall in production, which explains why you now find amazing-looking apricots that taste like nothing.

The beautiful little fruits that I was delighted to buy were grown in Tasmania, which is now starting to grow more and more real apricots.

It is to our eternal shame that Australia has now become a net importer of fruit and vegetables: This happened for the first time in 2007-08, according to the Australian Bureau of Statistics, when fruit and vegetable imports soared to $1.5 billion in 2007-08, exceeding exports of $1.33 billion.

For quite some time now, major retailers have demanded uniform-looking fruit with a long shelf life This is an old story, and one we know all too well – rock-hard tomato, anyone? But what isn’t widely recognised is the loss of important agricultural species from Australian production as a result of narrowing consumer preference and supermarket rigidity.

The gregarious restaurateur and fierce advocate for the Murray River growers, Stefano de Pieri, is scornful of the lazy consumer attitude that has resulted in generations of table-grape vines being ripped out of the ground throughout the Riverina because we won’t eat grapes with pips. The pallid varieties that sell in the major food shops barely compare and, even more importantly, some farming has ceased and significant varieties have been lost because of our unadventurous consumer ways.

The good news is that growers are starting to get it, and if they can get enough consumer backing, the major grocery chains might get it too. In an industry situation statement from October last year, the Horticulture Industry Network conceded that with an emphasis in the fresh market on the production of attractive, firm, full-coloured apricots, increased shelf life has been delivered at the retail end, but “the marketplace now recognises that this has compromised eating quality”. And here’s the bit that makes your heart leap: “If the decline in sales that has resulted is to be reversed, techniques and varieties that provide the consumer with a more satisfying eating experience are required.”

That means we consumers have seen the light, and recognise that older, irregular, less pretty but more delicious varieties of apricots, and other fruit and vegetables are what we really want.

Amid their tears, I can almost hear the Riverina farmers sing.

 

Comments

Posted by Rachel Kress at 9.29PM  12-3-2013
Yes, and what ever happened to mangoes the scent of which you could smell wafting down the street...
Posted by Alasdair at 9.39AM  28-2-2013
It is a nice thought, that we can support our farmers whislt our country continues to exceed in wealth and riches... all from mining. We are a commodity based country and currency, the vast majority of people live in urban regions with no access to education on food production. Consumers drive the demand (plate to paddock?) for our products and the whole economy saves enormous dollars on buying imported food, because it is cheaper! This will only get worse as no one in the cities cares or knows anything about agriculture, they just look at their disposable income, fair enough! This is the consequence of becoming a wealthy nation - we don't need to produce food anymore, let the lesser nations worry about Agriculture. This is a scary thought, but market forces speak louder than anything else! No one complaining about cheap trips to Hawai though.
Posted by Alasdair at 9.36AM  28-2-2013
It is a nice thought, that we can support our farmers whislt our country continues to exceed in wealth and riches... all from mining. We are a commodity based country and currency, the vast majority of people live in urban regions with no access to education on food production. Consumers drive the demand (plate to paddock?) for our products and the whole economy saves enormous dollars on buying imported food, because it is cheaper! This will only get worse as no one in the cities cares or knows anything about agriculture, they just look at their disposable income, fair enough! This is the consequence of becoming a wealthy nation - we don't need to produce food anymore, let the lesser nations worry about Agriculture. This is a scary thought, but market forces speak louder than anything else! No one complaining about cheap trips to Hawai though.
Posted by Lorraine Hyde at 9.22AM  28-2-2013
Great article. I grew up on a farm and have been reluctantly forced to buy tasteless fruit for years. Nothing in the supermarkets tastes like straight from the trees. Sixty years ago farmers in the MIA started to pull out their apricot trees in favour of peaches. My father kept saying he couldn't see the sense as it would take seven years for the peach trees to be at full capacity and in the mean time apricots would be in such short supply that consumers would be paying a fortune for them. So nothing has changed. The farmers have to react to the consumers' preferences, so we have gluts and shortages and lose out on varieties that satisfied our taste buds. Imports make the scenario worse as farmers leave crops to rot as cheaper imports flood the market. Hopefully the rise in Famers' Markets will introduce consumers to the taste of "real" fruit and vegetables and they will continue to demand more from supermarkets
Posted by Miranda Sharp at 8.55PM  27-2-2013
Great to hear this conversation happening as everyone who eats can play a part, by virtue of where and how they chose to spend their dollars. the public are cleverer than what's being peddled to them but finding the truth in the fine print is chllenging. Farmers markets are actively trying to reverse the trend of nameless, tasteles food and reinstate control in the hands of farmers not big business. We reconnect the consumer and producer. Thanks Virginia, you've put it beautifully. Cheers, Miranda. Melbourne Farmers Markets
Posted by Malcolm Deetlefs at 7.45PM  26-2-2013
Thank you for your very interesting article about the quality of Australian produce. My wife and I are new immigrants to Australia from Zimbabwe. During the period 2003 - 2008, I was managing a farm in an arid area of Zimbabwe. In retrospect, probably fertile to some of the soils I have seen around Melbourne. When we arrived here late 2011, we were dazzled by the variety and good looking vegetables and fruit. Prices disappointing however, about four times that of Zimbabwe and South Africa. Never mind, we are here to stay, so lets accept things as they are and get on with it. My wife still complains to this day about how tasteless everything is, especially the Rock Melons as I grew these as well as Tomatoes, Cabbage, Maize (Corn) amongst others. The Tomato varieties here are not familiar but look brilliant on the shelf and once home, they seem to last forever. Sadly - no taste. As for meat, again the prices here are three times higher than the Africa I came from and very little taste unless it is killed with condiments. I tried to explain to my wife that the taste of meat is influenced by the type of grass and feeds available to the animals but she remains unimpressed. Our biggest disappointment was mutton. We thought that with all the sheep in Australia, mutton would be cheap. Alas, we do not buy lamb, so we eat even less lamb in Australia than we did in Africa. Thanks again for your many articles in the Weekly Review. I read them all.
Posted by Margo clarke at 3.52PM  25-2-2013
Reading your article I am reminded of the delicious sunwarmed Moorpark apricots growing in my childhood garden and the superbly flavoured jam they made (and you always put a few kernels in for extra taste)!! Yes, please bring back the old fashioned fruits. Does it really matter if they are not uniform in shape? Let us boycott the supermarkets and patronise the smaller greengrocers who often have home grown produce for sale.
Posted by Cosetta Bosi at 11.33AM  25-2-2013
Agree, agree, agree! I haven't bought apricots, in particular, for years now because of utter disappointment. But the same can be said for just about every other type of fruit to be found in the average supermarket! You could smell the fruit and veg from the doorway of the "fruit shop" at the corner of my street when I was a child (and I didn't live in the country or an outer suburb). Sadly, you'd be hard pressed to do that in any shop today. As for grapes with pips, that's like complaining that fish come with bones. "Only fillets in my kitchen" I hear them cry. Given all the food publishing, TV and food-based movements we are now surrounded by, how is it that we really seem to have completely lost the art of 'eating'?!
Posted by Kay at 9.27AM  25-2-2013
Will be very happy to see a reverse in the trend of perfect tasteless fruit and vegetables back to some local not so perfect but better tasting fruit and vegetables. Time for a change.
Posted by Carol Dedda at 8.19AM  25-2-2013
Absolutely love Virginia's column in the Weekly Review, fabulous writer. I too am sick and tired of full-coloured apricots that look amazing and taste like nothing with an expensive price tag? Please tell me where I can find the Moorpark variety.
Posted by Fiona at 5.40AM  25-2-2013
Great article! I ate a heap of bird pecked, imperfecting looking Moorpark apricots from a farmers market in WA. The first time i really enjoyed an apricot since picking them off my grandparents tree as a child. ??
Posted by Jodie Karrasch at 12.30AM  25-2-2013
I want some imperfect fruit and veg with flavour.
Posted by Hannah Len at 8.07AM  21-2-2013
I SO agree with you. Unfortunately I am locked into buying at supermarkets as I work full time and am often also too busy on weekends to go to farmer's markets. The supermarket chains are my only option for buying fruit and veg after work. I just bought apricots this week from Coles after having made 2 previous purchases at markets and I couldn't believe how much they tasted like cardboard. No wonder my children (in their 20's) think they don't like apricots.
Posted by Elizabeth Craven at 4.35PM  20-2-2013
Anyone of my age and older can remember when we were able to buy wonderful fruit and vegetables. For many many years I haven't been able to find any fruit which tastes as it should taste. I don't eat the recommendedamount of fruit a day for that reason. the fruit is picked green and never gets to full ripeness.
Posted by Cecilia Ormando at 3.30PM  20-2-2013
I thought I was the only person in Melbourne complaining about the taste (non) of apricots. In fact I have not bought apricots for a very long time and have enjoyed real apricots whenever we are lucky enough that a friend or family member has given us a few off their trees. Driving in New Zealand quite a few years ago we stumbled a farm gate with a huge bin of the most amazing apricots I have ever tasted. When we asked the farmer why we were not able to buy these amazing fruits in the shops, he replied that the supermarkets don't want them because they do not have a shelf life!!! We can only live in hope that consumers DO see the light and we can once more enjoy beautiful, ripe flavoursome apricots again. PS: TOTALLY AGREE WITH YOUR ARTICLE ON TRAFFIC TURNING LEFT
Posted by Jack Fitzsimons at 1.43PM  20-2-2013
Australian supermarket vegetable displays look wonderful but the plants themselves taste like cardboard and have the same nutritional value.
Posted by Ian Cleland at 1.15PM  20-2-2013
Buy local, eat local and grow local. There is also a movement across our nation that is taking back our food by growing in backyards and local farms. Selling in farmers markets to people who want fresh, nutritious and local food. We are sick and tied of what is sold as food in the large chain stores. We are sick and tied of being told by agribusiness, government departments and politicians what we should put up with and accept as food. We are sick and tied of the conventional media supporting the above in their campaign to sell us food that is of questionable quality and safety. We are no longer willing to except what we are told. We are taking back control of the food we grow and eat.
Posted by Robert Pekin at 10.55PM  19-2-2013
Thanks for writing this article Virginia. I'm an ex-farmer and to hear these stories of city folk 'getting it' and feeling it in their heart brings tears to my eyes. There is so much more to do however I feel there is a movement underway and your article captures it really well. It will be a while before we hear farmers sing like you suggest however it is one of our greatest ambitions at Food Connect. Regards Robert Food Connect
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