WHAT HAPPENED TO JUICE?

IN MY LIFE, I HAVE HAD A FEW JUICE EXPERIENCES THAT BLEW MY MIND:

FRESH WATERMELON JUICE IN NORTHERN THAILAND, GUAVA IN HAWAII, MANGO IN GUATAMALA...BUT FOR THE MOST PART, JUICE SUCKS.  WHY?  

 

BECAUSE THE HEART AND SOUL OF FRUIT IS NOT IN ITS JUICE.  ITS IN ITS PEELS, RINDS, LEAVES, FLOWERS AND EVEN SEEDS. WHEN YOU INCORPORATE THE ENTIRE PLANT THERE IS AN ELEMENT OF TERROIR.   AN EXPRESSION OF THE LAND AND THE FARMER THAT SHOULD BE  EVIDENT.   TO A VINTNER, TERROIR - WHICH ONCE WAS KING - HAS BEEN MARGINALIZED AND EVEN THE TERM HAS BEEN CO-OPTED AND USED TO MISLEAD CONSUMERS INTO BUYING COMMERCIAL SWILL.  MELTED CHEESE IS NOT PIZZA.  TWO SLICES OF BREAD ARE NOT A SANDWICH, AND GRAPEFRUIT JUICE DOES NOT TASTE LIKE GRAPEFRUIT.     BUT IT CAN...

WITH EDIBLE FRAGRANCE.   

 

aaron wisniewskiComment