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The Cult of Authenticity

Last weekend I went to a wedding in Napier, a village in the rural Overberg, about a two-hour drive from Cape Town. I saw a family of baboons sunbathing on the Akkedisberg mountain pass; went to a church bazaar and bought jam; and saw a shop (alas closed at the time) which sold ‘piesangs, psalmboeke en dinamiet’ (bananas, prayer books, and dynamite).

It was a very good weekend indeed. And made even better by the quantities of excellent food which I ate. I was struck, though, by the numbers of restaurants in Napier which advertised their menus as being particularly ‘authentic’. Napier is experiencing a kind of low-key gentrification at the moment, so this isn’t really all that surprising. But it was amusing how the idea of what is authentic was stretched beyond all recognition.

I had lunch at a place which specialises in ‘authentic tapas’ and was advised to order two items, as tapas are, well, small plates. I doubt that the vat of curried sweet potato soup and mound of salad, which included the best part of a head of butter lettuce and two avocados, I was served bore even the remotest resemblance to the tapas of Barcelona. But they were delicious.

I was wondering why, though, a café in a remote South African village would stake so much on serving authentic tapas. There is, I suppose, a kind of thrill in eating exotic, ‘real’ tapas. Even so, most of its clientele are unlikely to have sampled the real thing or, even, to care about the authenticity of their supper. (I don’t mean this in a patronising way. Travel abroad is expensive.)

This is part of a wider cultural trend, where people who describe themselves as ‘serious’ about food (I’m not entirely sure what that means) claim to be able to distinguish between those dishes which are really authentic – which are absolutely true replicas of the ‘original’ dish  – and those which have been adulterated through adaptation.

For instance, Cape Town’s best Mexican restaurant El Burro advertises itself as ‘authentic’ Mexican cuisine, and local reviewers go out of their way to emphasise just how authentic its menu is: here is no inauthentic Tex- or Cal-Mex cooking, but, instead it is the Real Thing. (How many of them have actually visited Mexico is open to debate.)

There is, really, no such thing as ‘authentic’ Mexican – or Italian, or Spanish, or Greek, or Indian, or Thai, or Norwegian – cuisine. These, and other countries, have a range of cuisines, which differ from region to region, and which have also changed over time. As Jeffrey Pilcher argues in his recent book Planet Taco: A Global History of Mexican Food, it is more accurate to refer to a number of Mexican cuisines which exist simultaneously both within and without the borders of the country.

The problem with trying to identify ‘authentic’ cuisine is that it’s rather like trying to nail jelly to the wall. The same dish will vary from area to area – from household to household – in one country. I have seen recipes for ‘authentic’ risotto which assert, with equal vehemence, that it should be so thick that you can stand a spoon in it or, equally, that it should be liquid and flowing. My mother’s recipe for bobotie – a South African delicacy – contains grated apple. My friend Carina’s mother’s recipe has no apple, but, rather, raisins. Which is the authentic version? Both. Neither.

Food changes over time. In the early twentieth century, the medical doctor, poet, Afrikaner nationalist, and Buddhist C. Louis Leipoldt recorded a recipe for bobotie which, in today’s terms, would be understood as a meatloaf: it was not the dish that, today, we think of as being bobotie – a layer of spiced, slightly sweet minced meat underneath a buttermilk and egg custard. Although according to the European Union, authentic Cornish pasties may contain only beef, swede, and potatoes, there is plenty of evidence to suggest that Cornish miners in the past had a range of ingredients in their pies – and not only this holy pasty trinity.

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There is also the problem of anachronism. Mexico became an independent state in 1810 and its borders changed over the course of the nineteenth century. Should only those dishes which were made within the country’s present boundaries be considered ‘Mexican’? The state of Texas remained part of Mexico until 1836, and significant numbers of Mexicans settled in the United States – particularly in New Mexico, California, and Arizona. Should we consider Texan cuisine to be Mexican? And, surely, it would be churlish somehow to consider the cuisine developed by Mexicans in the United States as somehow being of less value than that prepared by Mexicans in Mexico (whatever we may mean by ‘Mexico’)?

So which version do we accept as being the ‘real’ version of a dish? Which one is ‘authentic’? More often than not, a range of factors not particularly linked to food influence our decisions over what is considered to be properly authentic. There is a connection, for instance, between nationalism and cookery books. During the nineteenth century, middle-class Mexicans living in the United States used food both to maintain links with Mexico, as well as to assert the sophistication of Mexican culture. Encarnación Pinado’s El cocinero español (The Spanish Chef), published in 1898, described a Mexican cuisine made using modern technology, and incorporating dishes from Mexico, European, and the Mexican-American borderlands.

Something similar happened in Italy, as Tim Hayward explains:

‘Authentic’ Italian food has an even odder story. Pellegrino Artusi was a writer with a political desire to unify the regions of Italy into a single country and thought, quite logically, that food might be a way to do it. In La scienza in cucina e l’arte di mangiar bene (The Science of Cooking and the Art of Eating Well), 1891, he combined all the regional recipes he could find and in doing so artificially assembled what we regard today as ‘Italian’ food.

In fact, a lot of what we consider to be ‘real’ Italian food today, was created in a dialogue between Italian immigrants in the United States and Italians at home. Even relatively poor immigrants could afford the tomatoes, dried pasta, olive oil, meat, and dairy products which constituted the feast dishes of the homeland. This invented ‘traditional’ cuisine was used to construct and delineate new immigrant Italian identities. Overseas demand for the products of ‘home’ stimulated the Italian food industry – and the mass production of tinned tomatoes and other products made them more easily available in Italy. This American connection of Italian identity with a particular kind of Italian cooking was also exported back to Italy.

Authentic cuisines are, then, heavily constructed. There is no direct, unmediated way of accessing the food of the past. Indeed, it is also pretty difficult to replicate the cooking of foreign countries at home. Rachel Laudan notes that if she were to write a cookbook on ‘authentic’ Mexican cooking, she would have to take into account the difficulty of finding many ingredients outside of Mexico:

I’d probably leave out the spinal cord soup, the sopa de medulla so popular in Central Mexico (fear of mad cow disease makes that a no-no) and I’d leave out quelites, the mixed wild greens sold already cooked in the markets (too difficult to get hold of in the States). I’d probably also leave out tripe, sugar milk and fruit confections and aroles, the family of thick gruels that warm Mexicans on cold winter mornings (not at all to my conception of Mexican taste).

Also, she argues that she would be constrained by middle-class Americans’ own ideas around what should constitute Mexican cuisine. The cult of authenticity is informed not only by snobbery (being able to identify and cook the ‘real thing’ is a marker of sophistication), but also by a powerful nostalgia for a pre-industrialised food past where all cooking was done from scratch:

I’d include photos of colourful fruit and vegetables stalls but not my neighbourhood supermarket shelves stocked with Danone yogurt and cornflakes.

I’d ignore my friend’s mother’s recipe for lemon Jell-O with evaporated milk. I’d pass over dishes that used Worcestershire sauce, pita bread and Gouda cheese, as well as recipes for Cornish pasties, hot cakes and biscuits, even though all of these are commonplace in Mexico.

This is a nostalgia produced by anxieties around change and a perceived homogenisation of the world’s diets. It is partly as a result of this concern that old ways of cooking and eating are being ‘lost’ that the EU introduced a protected geographical status framework in 1993, which provides legal protection to certain dishes and products in the EU, preventing them from being copied elsewhere. So only sparkling wine produced in Champagne can be called ‘champagne’, and only Prosciuitto Toscano made in Tuscany can be called Prociutto Tascano.

For all that this is an attempt to preserve a food heritage, as the philosopher Julian Baggini makes the point, the EU actually decides what is authentic and what is not:

For instance, ‘traditional stilton was a raw-milk cheese up until the late 80s,’ says Dominic Coyte of Neal’s Yard Dairy. But when the Stilton Cheesemakers’ Association got PDO protection in 1996, they stipulated that it be made with pasteurised milk. Hence the irony that the raw-milk stichelton, first produced by traditional methods in 2006, is arguably the most authentic stilton available, but it cannot carry the name.

Similarly, UNESCO’s recognition of Mexican cuisine, the French ‘gourmet meal’, the Mediterranean diet, and the gingerbread craft of Northern Croatia as the ‘intangible patrimony of humanity’ in 2010, fixed these culinary traditions in aspic. Also, the Mexican application focussed on only one regional cuisine, the ‘Michoacán paradigm,’ which, interestingly, happened to feature the home state of the President, Felipe Calderón

This recognition from UNESCO will boost the region’s tourism, and EU appellations have helped many small producers in Europe to continue to work in difficult economic times. The mania for ‘authenticity’ helps, inadvertently, to force our attention to how people cooked and ate in the past – to look at methods, ingredients, and cultivars which we may have forgotten. We shouldn’t try to return to the past, but we can certainly learn from it.

My problem with the cult of authenticity – other than its tedious pedantry – is that it conflates eating ‘authentically’ with some ability to make a meaningful difference in the world. More often that not, peasant food is labelled authentic food. Even the most passing familiarity with what most poor people eat will demonstrate that people’s diets improve as their disposable income increases. Peasant food in Italy before the mid-twentieth century was nutritionally inadequate: it consisted of bread and polenta with onions oil and, occasionally, cheap fish and vegetables.

There is nothing wrong with eating peasant food, but it is deeply problematic to believe that eating ‘real’ peasant food represents a solidarity with the struggles of the poor. In fact, it’s a distraction from the ways in which food and big agricultural companies exploit labourers and put small and peasant farmers out of business.

Food is political. Particularly if it’s ‘authentic.’

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Tangerine and Cinnamon by Sarah Duff is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.

Feed the Children

There has been some fuss recently around the publication of Charles Murray’s new book, Coming Apart: The State of White America, 1960-2010. Murray, who co-authored The Bell Curve: Intelligence and Class Structure in American Life in 1994, has a reputation for annoying left-leaning academics and public policy makers. His description of the Bell Curve was accused of being blind to cultural and social influences on learning and childhood development, and his most recent polemic has been criticised for its rose-tinted view of the American white working class during the mid-twentieth century.

One of the best criticisms of the book which I’ve come across is Nell Irvin Painter’s article for the New York Times, ‘When Poverty was White.’ Painter, whose History of White People (2010) I urge you to read, makes the point that America has a well-hidden and very recent history of white poverty. She accuses Murray of ‘historical blindness’ caused by his

narrow focus on the cultural and policy changes of the 1960s as the root of white America’s decline. The story of white poverty…is much longer and more complex than he and his admirers realise or want to admit.

Her point is that to understand the nature of poverty – why some families seem incapable of escaping it, why certain members of society seem to be particularly susceptible to it – we need to historicise it.

There is a similar argument to be made about white poverty in South Africa. One of the reasons why photographs of poor whites in South Africa draw such attention is because South Africans tend to think of poverty as being black. Poor whites are a strange anomaly in the economic and racial politics of post-1994 South Africa.

But ‘poor whiteism’ as a social and political phenomenon only disappeared during the economic boom of the early 1960s. Since at least the 1920s, South African governments were preoccupied by the ‘poor white problem’ – by the existence of a substantial group of people who, as the popular author Sarah Gertrude Millin wrote in 1926, could not support themselves ‘according to a European standard of civilisation’ and who could not ‘keep clear the line of demarcation between black and white.’

South Africa’s earliest soup kitchens were not for black, but, rather, for white children. The first child welfare organisations aimed their work not at black families, but, rather, at white families who were poor. South Africa’s attempts to introduce compulsory elementary education in the 1910s and 1920s pertained only to white, not to black, children. This isn’t to suggest that black poverty was somehow less acute or widespread than white poverty. Far from it. State concern about poor whiteism was borne out of a eugenicist belief that, as Millin suggested, white poverty signalled a decline in white power.

The first attempts to eradicate white poverty were directed at families and children. Although we tend to associate the poor white problem with the 1920s and 1930s, there had been a large group of impoverished white farmers in the country’s rural interior since at least the middle of the nineteenth century. By the 1880s and 1890s, colonial politicians, and particularly those in the Cape, were increasingly anxious about this class of whites. This was partly because the numbers of impoverished whites – both in rural and urban areas – had increased during the region’s industrialisation after the discovery of diamonds and gold, but it was also the result of decades of poor education which had produced at least two generations of unemployable whites.

Both in South Africa and in the rest of the world, poverty was racialised during the 1880s and 1890s. The existence of unemployed and unemployable poor whites challenged the association of ‘natural’ supremacy and the exercise of power with whiteness. The term ‘poor white’ no longer simply referred to white people who lived in poverty, but, rather, invoked a set of fears around racial mixing and white superiority.

Impoverished white adults were believed to be beyond saving, as one Cape industrialist argued in 1895: ‘the adults are irreclaimable. You must let them die off, and teach the young ones to work.’ The Cape government poured money into schools for poor white children. In 1905, education became compulsory for all white children in the Cape between the ages of seven and fourteen. Politicians also passed legislation to allow these children to be removed from parents deemed to be unable to care for them appropriately. After the declaration of the Union of South Africa in 1910, government spending on education grew from 14 per cent of the national budget to 28 per cent in 1930.

But the problem did not go away. Industrialisation and economic expansion, as well as the effects of the Great War, two depressions, and urbanisation in the 1920s and 1930s increased the numbers of impoverished whites. By the end of the 1920s, it was estimated that out of a total of 1,800,000 whites, 300,000 were ‘very poor’, and nearly all of these were Afrikaans. The Carnegie Commission of Investigation on the Poor White Question (1929-1932) concluded that an inability to adapt to a changing economic climate, outdated farming methods, and poor education were to blame for the existence of such a large population of impoverished whites.

In 1929, the South African government devoted 13 per cent of its budget to the eradication of white poverty. Much of this went to education, social welfare, and housing. The introduction of more stringent segregationist legislation progressively disenfranchised blacks, and reserved skilled work for whites.

There was also a shift in emphasis in how child welfare societies – the numbers of which had mushroomed during the 1920s – dealt with poor white children. No longer did they only work to ensure that white children were sent to school and adequately cared for by their parents, but they began to focus on how these children were fed.

I’m still trying to account for this new concern about the effects of malnutrition on white children. I think that it was due largely to an international scientific debate about the significance of nutrition in raising both physically and intellectually strong children. Louis Leipoldt – Medical Inspector for Schools in the Transvaal, food writer, Buddhist, poet, and Afrikaner culture broker – was particularly aware of this new thinking about childhood development and nutrition, and wrote about it extensively in publications on child health and welfare in South Africa.

In a report of a survey of the health of children in the Cape published in 1922, the province’s Medical Inspector of Schools, Elsie Chubb, argued that malnutrition was widespread in the Cape’s schools for white children. In most schools, around 10% of the pupils were malnourished. In one school in the rural Karoo, 79% of children were found to be severely malnourished.

Chubb recognised that malnutrition was not purely the result of an inadequate supply of food – although it was certainly the case that many poor parents simply couldn’t afford to buy enough food to feed their children – but of poor diet. Some child welfare volunteers wrote of children sent to school on coffee and biltong, and who returned home at the end of the day for a basic supper of maize meal and cheap meat. Chubb wrote that far too many children were fed on a diet heavy in carbohydrates and animal protein. Children did not eat enough fresh fruit and vegetables, and milk. She recommended that feeding schemes be established to supplement children’s diets with these foodstuffs.

Helen Murray, the headmistress of a girls’ school in Graaff Reinet and active member of the town’s child welfare society explained the contemporary understanding of the link between malnutrition and poor whiteism particularly well in 1925:

In the winter of 1918 our schools had regular medical inspection for the first time. The doctor who inspected told some of us that he had found some fifty children in our poor school suffering from malnutrition and spoke strongly of the results of such a condition. The children were not in danger of dying of starvation, they had dry bread and black coffee enough to prevent that, but they were in danger of growing up to be ‘poor whites’ of the most hopeless type. The body insufficiently nourished during the years of growth would develop physically weak, and the brain as a result would be unfit for real mental effort. The child suffering from years of wrong feeding could not be expected to grow into the strong, healthy, clearheaded man or woman our country needs today, and will need ten and twenty years hence. To see that the underfed child is well fed is not a matter of charity, but must be undertaken in self-defence.

As a result of the inspection, the child welfare society found a room in the town where between fifty and ninety children could be provided with ‘a good, hot meal’ on every school day:

We had been told that these children could be saved from growing up weaklings if they could have one good meal of fat meat, vegetables or fruit, on every school day of the year….

We have the satisfaction of knowing that there has been a marked improvement in the health of the children and of hearing from a Medical Inspector that she has found the condition of the children here better than in many other schools of the same class.

Murray’s experience in Graaff Reinet was not unique. As child welfare societies were established in the towns and villages of South Africa’s vast interior, their first work was usually to establish soup kitchens, either in schools or in a central locations where schoolchildren could be sent before the school day – for porridge and milk – and at lunchtime, for soup or a more substantial meal, depending on the resources of the local society.

In Pietersburg (now Polokwane), to eliminate the stigma of free meals for poor children, all white children were provided with a mug of soup at lunchtime. Better-off parents paid for the soup, thus subsidising those children whose parents could not contribute. In Reitz, local farmers, butchers, and grocers donated meat and vegetables to the soup kitchen, and in Oudtshoorn children were encouraged to bring a contribution – onions, carrots, or cabbage – to their daily meal.

The National Council for Child Welfare, the umbrella body established in 1924 which oversaw the activities of local child welfare societies, liked to emphasise the fact that it was concerned for the welfare of all children, regardless of class or race. Some welfare societies, and particularly those in areas which had large ‘locations’ for black residents, did establish clinics and crèches for black children. But most of the NCCW’s work was aimed at white children in the 1920s and 1930s, and the same was true of the South African state. By the 1920s, most municipalities in towns and cities made free milk available to poor white mothers with babies and very young children.

Increasing state involvement in child welfare, alongside the work of independent societies, had a significant impact on the health of white children in South Africa during the early twentieth century. But it was only because of the growing prosperity and better education of the majority of white South Africans after World War II that white poverty and malnutrition were gradually eradicated in the 1950s and 1960s.

By historicising poverty – by understanding that white prosperity in South Africa is a relatively recent phenomenon – we can understand it as a phenomenon which is not only eradicable, but which is also the product of a range of social, economic, and political forces. As South African governments and welfare organisations were able to reduce white poverty and malnutrition dramatically during the early twentieth century, so it is possible for contemporary governments to do the same.

But charity and soup kitchens were not the sole cause of the disappearance of white poverty and malnutrition. Jobs, education, and better living conditions were as – if not more – significant in ensuring that white children no longer went hungry.

Further Reading

Texts cited here:

SE Duff, ‘“Education for Every Son and Daughter of South Africa”: Race, Class, and the Compulsory Education Debate in the Cape Colony,’ in Citizenship, Modernisation, and Nationhood: The Cultural Role of Mass Education, 1870-1930, eds. Lawrence Brockliss and Nicola Sheldon (Basingstoke: Palgrave Macmillan, 2011).

E.G. Malherbe, Education in South Africa, vol. I (Cape Town: Juta, 1925).

E.G. Malherbe, Education in South Africa, vol. II (Cape Town: Juta, 1977).

E.G. Malherbe, Report of the Carnegie Commission of Investigation on the Poor White Question in South Africa, vol. III (Stellenbosch: Pro Ecclesia-Drukkery, 1932).

Sarah Gertrude Millin, The South Africans (London: Constable, 1926).

Jennifer Muirhead, ‘“The children of today make the nation of tomorrow”: A Social History of Child Welfare in Twentieth Century South Africa’ (MA thesis, Stellenbosch University, 2012).

Other sources:

Vivian Bickford-Smith, Ethnic Pride and Racial Prejudice in Victorian Cape Town (Johannesburg: Wits University Press, 1995).

Colin Bundy, ‘Vagabond Hollanders and Runaway Englishmen: White Poverty in the Cape Before Poor Whitesim,’ in Putting a Plough to the Ground: Accumulation and Dispossession in Rural South Africa 1880-1930, eds. William Beinart, Peter Delius, and Stanley Trapido (Johannesburg: Ravan Press, 1986).

J.M. Coetzee, White Writing: On the Culture of Letters in South Africa (New Haven: Yale University Press, 1988).

Saul Dubow, A Commonwealth of Knowledge: Science, Sensibility and White South Africa 1820-2000 (Oxford: Oxford University Press, 2006).

Marijke du Toit, ‘Women, Welfare and the Nurturing of Afrikaner Nationalism: A Social History of the Afrikaanse Christelike Vroue Vereniging, c.1870-1939’ (D.Phil. thesis, University of Cape Town, 1996).

Hermann Giliomee, The Afrikaners: Biography of a People (Cape Town: Tafelberg, 2003).

Isabel Hofmeyr, ‘Building a Nation from Words: Afrikaans Language, Literature and Ethnic Identity, 1902-1924,’ in The Politics of Race, Class and Nationalism in Twentieth-Century South Africa, eds. Shula Marks and Stanley Trapido (London: Longman, 1987).

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Tangerine and Cinnamon by Sarah Duff is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.

From Customers to Consumers

I love this video – it’s an overview of a century of fashion, music, and dance in London’s East End:

It’s not an art installation. It’s not part of a community project. It’s an ad. For a shopping mall. And this isn’t any mall – it’s Europe’s biggest, and one of the key developments in the Olympic site in Stratford. In fact, it seems that most of the spectators attending next year’s Summer Olympics will enter the games through Westfield Stratford City: its casino, 300 shops, 50 restaurants, three hotels, and 17 cinema screens.

I’m not a massive fan of shopping malls, and said as much when I posted this video on Facebook. And then my friend Jean-François, who’s an architect, made the point that the development will create a massive 10,000 jobs, and has funded literacy classes for the astonishingly high number of applicants who seemed to be illiterate. In an area as deprived as Stratford, surely this shopping centre could only be a Good Thing?

There has been a great deal of criticism of the way in which Stratford has been transformed by the Olympic site. I don’t want to romanticise life in a very poor borough of London, and I’m not sure that commentators like Iain Sinclair – who has been vociferous in his opposition to the 2012 Olympic bid – offer much in the way of ideas for providing jobs, decent housing, and education for the area. But I feel uncomfortable about the way that a temple to consumerism seems to be offered up as the only possible way of raising living standards in Stratford. As Suzanne Moore – not, admittedly, my favourite columnistwrote in yesterday’s Guardian:

Next week a new Westfield opens. It’s not in west London, it’s in the east, in Stratford. It will cash in on the Olympics. Is this what this deprived area really needs? Another giant, weatherless mall that has exactly the same shops as everywhere else? Maybe this deliberately disorientating social space will be a place of connection and hope. Maybe it will offer the local youth something other than an expensive bowling alley, a multiplex and some minimum-wage jobs.

But is this just a case of lefty, middle-class squeamishness? When I buy a Margot Molyneux blouse from Mungo & Jemima, or even a dress from an upmarket chain like White Stuff or online store like Toast, it’s not any ‘better’ than purchasing a t-shirt from Mr Price. Both decisions support people who designed and made the garment. When I buy from small, local grocers and food shops, it’s partly because of a belief that this is good for our food system, but it also says something about me – about how I choose to constitute my identity in relation to a particular way of thinking about being an ‘ethical’ shopper. However critical I may be of consumerism, I am, inevitably, bound up in it.

I am interested in the shift from defining people who buy things from shops as ‘customers’ to being described as ‘consumers’. There’s a growing collection of historians interested in tracing and analysing this transition. One of the reasons why I’m so interested in it is because of the pivotal role played by the food industry in creating consumers.

Given the dire state of the average American diet, it probably comes as no surprise to learn that the United States was the first country to witness the rise of a food industry reliant on consumers who had begun to buy an increasing number of good produced in factories by big food companies towards the end of nineteenth century. Consumerism is inextricably linked to the industrialisation of food production.

The first people to benefit from the Industrial Revolution were the middle classes. In Britain, Europe, America and elsewhere, the newly-wealthy bourgeoisie could afford to buy more food, and employed more servants to prepare it. They had leisure in which to enjoy the eating of this food – and it became a way of marking newly-acquired middle-class status.

Until 1850 in Europe, and 1830 in the US, the diets of the urban poor actually deteriorated. The average height of working-class people living in the rapidly expanding cities of the industrialised world actually declined – one of the most potent indicators of the levels of deprivation experienced by this new proletariat. This was the first generation of workers to be disconnected from food production: these were people who no longer grew their own food, and were dependent on inadequate and expensive food systems to supply towns and cities. Poor diets were centred around starches and cheap, poor-quality food.

But from the mid-nineteenth century onwards, food became progressively cheaper, more plentiful, and varied – and this happened earlier and more quickly in the United States. So what caused this drop in price and greater availibility in cities? A revolution in transport made it easier to take produce from farms to urban depots by rail, and shipping brought exotic fruit and vegetables from the rest of the world to Europe and the United States. When Europe’s grain harvest failed during the 1870s, the continent was fed with wheat imported by steam ship from Canada. Farmers now began to cultivate land which had previously been believed to be inaccessible – and to grow market-oriented produce. The rise of the iceberg lettuce – which could cope with being transported over vast distances with little bruising – is directly attributable to this.

The agricultural revolution of the eighteenth century made farming more productive. New systems of crop rotation, the use of higher-yielding plant hybrids and improved implements, and the enclosure movement in Britain meant that fewer farmers were producing more food than ever before. And this produce was processed far more quickly, and cheaply. With innovations in the preservation of food through refrigeration, bottling, and canning, food could be transported over greater distances, but also, and crucially, manufactured in larger quantities and then kept before distribution on a mass scale.

Food companies began to control nearly every aspect of the newly industrialised food chain: businesses like Heinz formed alliances with farmers and transportation companies which supplied their factories with meat, fruit, and vegetables. Increasingly, they also began to advertise their products. The rise of these ‘food processors’, as they’re often called, caused a fundamental change in the way in which people ate. Most Americans began to eat similar diets based around processed food produced in factories.

Americans weren’t, of course, compelled to eat processed food. They did so for a number of reasons. Factory-baked bread, tinned vegetables, and processed meat were cheap, easy to prepare, and, importantly, believed to be free from contamination and disease. But with most people’s basic nutritional and calorific needs now met, food processors began to use advertising and brands to a far greater extent to encourage customers – dubbed ‘consumers’ – to buy more and that which they didn’t need. Susan Strasser explains:

Formerly customers, purchasing the objects of daily life in face to-face relationships with community-based craftspeople and store keepers, Americans became consumers during the Progressive Era. They bought factory-produced goods as participants in a complex network of distribution – a national market that promoted individuals’ relationships with big, centrally organised, national-level companies. They got their information about products, not from the people who made or sold them, but from advertisements created by specialists in persuasion. These accelerating processes, though by no means universal, had taken firm hold of the American way of life.

Food processors needed to persuade consumers to buy their products, and in greater quantities:

People who had never bought cornflakes were taught to need them; those once content with oats scooped from the grocer’s bin were told why they should prefer Quaker Oats in a box. Advertising, when it was successful, created demand…. Advertising celebrated the new, but many people were content with the old. The most effective marketing campaigns encouraged new needs and desires…by linking the rapid appearance of new products with the rapid changes that were occurring in all areas of social and cultural life.

We have always attached a variety of meanings to food, but within a consumer society, the decisions we make about what to buy and eat are shaped to a large extent by the desires and needs manufactured by a massive advertising industry.

The industrialisation of food production has, as I noted last week, allowed more people to eat better than ever before. But this has come at a cost: we know that many food companies engage in ecologically unsustainable practices, mistreat their employees, hurt animals, and occasionally produce actively harmful food. Moreover, it was part of a process which transformed people from customers into consumers – into individuals whose happiness is linked to what and how much they buy. This does not make us happy – nor is it environmentally or economically sound. Justin Lewis writes:

the promise of advertising is entirely empty. We now have a voluminous body of work showing that past a certain point, there is no connection between the volume of consumer goods a society accumulates and the well-being of its people.

The research shows that a walk in the park, social interaction or volunteering – which cost nothing – will do more for our well-being than any amount of ‘retail therapy’.  Advertising, in that sense, pushes us towards maximising our income rather than our free time.  It pushes us away from activities that give pleasure and meaning to our lives towards an arena that cannot – what Sut Jhally calls ‘the dead world of things’.

As customers were made consumers, so it is possible for us to change once again. How we are to achieve this, though, is difficult to imagine.

Further Reading

Texts quoted here:

Harvey A. Levenstein, Revolution at the Table: The Transformation of the American Diet (New York: Oxford University Press, 1988).

Susan Strasser, Customer to Consumer: The New Consumption in the Progressive Era,’ OAH Magazine of History, vol. 13, no. 3, The Progressive Era (Spring, 1999), pp. 10-14.

Other sources:

Warren Belasco and Philip Scranton (eds.), Food Nations: Selling Taste in Consumer Societies (New York: Routledge, 2002).

Jack Goody, ‘Industrial Food: Towards the Development of a World Cuisine,’ in Cooking, Cuisine, and Class: A Study in Comparative Sociology (Cambridge: Cambridge University Press, 1982), pp. 154-174.

Roger Horowitz, Meat in America: Technology, Taste, Transformation (Baltimore: Johns Hopkins University Press, 2005).

Tim Jackson, Prosperity without Growth: Economics for a Finite Planet (London: Earthscan, 2009).

Nancy F. Koehn, ‘Henry Heinz and Brand Creation in the Late Nineteenth Century: Making Markets for Processed Food,’ The Business History Review, vol. 73, no. 3 (Autumn, 1999), pp. 349-393.

Rebecca L. Spang, The Invention of the Restaurant: Paris and Modern Gastronomic Culture (Cambridge: Harvard University Press, 2000).

Peter N. Stearns, ‘Stages of Consumerism: Recent Work on the Issues of Periodisation,’ The Journal of Modern History, vol. 69, no. 1 (Mar., 1997), pp. 102-117.

Susan Strasser, ‘Making Consumption Conspicuous: Transgressive Topics Go Mainstream,’ Technology and Culture, vol. 43, no. 4, Kitchen Technologies (Oct., 2002), pp. 755-770.

Lorine Swainston Goodwin, The Pure Food, Drink, and Drug Crusadors, 1879-1914 (Jefferson: McFarland & Co., 1999).

Frank Trentmann, ‘Beyond Consumerism: New Historical Perspectives on Consumption,’ Journal of Contemporary History, vol. 39, no. 3 (Jul., 2004), pp. 373-401.

Creative Commons License Tangerine and Cinnamon by Sarah Duff is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.

Affordable Luxury

I had a powerful sense of déjà vu yesterday as I read this weekend’s Financial Times. As the news section described the world economy’s recent nose-dive and entry into Phase Five of the early twenty-first century’s Great Depression, the FT’s monthly magazine How to spend it blithely informed its readers that ‘Homes are constantly borrowing bright ideas from luxury hotels.’ And went on to recommend the installation of architect-designed pool houses – which tend to go for around £3,000 per square metre.

Have you read How to spend it? If ever there was a cultural artefact which encapsulated the excess and arrogance of the boom time before the near-collapse of the British and American financial systems in 2008, then this is it. It’s a magazine aimed at the super-rich – at the sort of people who have so much money that they need advice on how they should spend it. I read it – or, at least, I read as much of it as I can before I’m engulfed with rage – because it offers an insight into a bizarre, yet incredibly powerful, world to which I will never have access. (And, frankly, life’s far too short to spend months in search of the perfect example of summer cashmere.)

Printed on glossy, A3-sized sheets of paper, it describes trends in the art market and fashion world; which yacht is de rigeur this season; where best to order bespoke jewellery; and whether or not it’s worth hiring a private chef. How to spend it is a celebration not of money – that would be vulgar – but, rather, of luxury.

In this week’s edition, Terence Conran comments in an article about his perfect weekend (which features his routine in his Georgian manor, designing furniture, and resting by his specially-altered river), that ‘luxury usually means simplicity, or easy living, rather than things that cost a lot of money.’ That Conran’s description of luxury as costing nothing is in a magazine which devotes itself to the top-end, exclusive, and incredibly expensive, is a pleasing irony. But it did make me think about how we define luxury, and particularly as regards food.

In his landmark study Sweetness and Power: The Place of Sugar in Modern History (1985), the anthropologist Sidney Mintz traces how in Britain, sugar shifted from being a luxury available only to the very wealthy, to being an affordable commodity for most people by the early nineteenth century. Yet despite this –  despite the fact that sugar was cheap and consumed in large quantities by the British population, and particularly by the poor – it was still seen as a treat. It became an affordable or everyday luxury.

It was the increasing popularity and cheapness of sugar – and it gradually replaced honey as the world’s sweetener of choice – which caused the democratisation of a range of other products, and chiefly chocolate, tea, and coffee. Chocolate, once associated with ritual and celebration in pre-Columbian Mexico, was introduced as a beverage to Spain in 1527, but only took off In Europe once sugar was added to it. It became popular among the aristocracy, partly because it tasted delicious but also as a result of its supposed medicinal qualities. It became widely available at the end of the eighteenth century when imports increased and the production of solid chocolate was industrialised.

Similarly, coffee arrived in Europe via Turkey – cafes were opened in Constantinople from 1554, and the first coffee house in Paris was established in 1672 – and more efficient production, bigger imports, and the relatively new idea of sweetening coffee with sugar meant that it was popular throughout the continent by the 1700s. Tea was introduced to Britain by Catherine of Braganza, Charles II’s Portuguese wife, but it was only when someone discovered that stirring sugar into it made it less bitter, that it gained a bigger audience among the middle and upper classes. It was heavily promoted by the financially shaky East India Company, and also by the British government in the mid-eighteenth century as an alternative to alcohol. A drop in the tea price in 1784 caused the spike in British tea drinking: between 1801 and 1810, 12,000 tons of tea was drunk annually in Britain. By 1890, that soared to almost 90,000 tons.

All of these affordable luxuries – tea, sugar, coffee, and chocolate – were popularised because innovations in technology and higher yields abroad made it possible for prices to fall at home. What revolutionised the cultivation the crops was the fact that they could be grown successfully all over the world – tea was taken from south-east Asia to east Africa, coffee from Ethiopia to south-east Asia and Brazil, and chocolate from central America to west Africa and south-east Asia – and in vast plantations.

It’s little wonder that colonialism is so closely associated with the production of all of these commodities, and particularly with sugar. Not only were imperial powers, most notably the Dutch, Portuguese, and British, responsible for globalising the cultivation of these crops, but they put slaves to work on tea, coffee, and sugar plantations. The plantation system of farming – in which a single crop is farmed over a vast area – is labour intensive, and European colonisers worked their slaves, literally, to death.

In this way, slave labour allowed for the democratisation of chocolate, sugar, tea, and coffee. This is particularly ironic in the case of coffee. Coffee houses were connected to the rise of modernity in Europe. Anne E.C. McCants explains:

The expression ‘to break bread together’ now has an archaic feel to it. A proximate contemporary substitute, albeit devoid of the powerful religious significance of bread, is to ‘go out for a cup of coffee’, which is at least as much about conversation as it is about nourishment per se. Historians associate this total reorientation of the culture of food and drink with the substitution of coffeehouses for taverns; the wider dissemination of public news; trading on the stock exchange; … new arrangements of domestic and public space; [and] the ability to sustain new industrial work schedules despite their tedium….

Not only is there a connection between coffee drinking and the Enlightenment and democracy in Europe, but also between coffee, sugar, tea, and chocolate – and capitalism and consumerism. Joyce Appleby writes:

American slave-worked plantations and mechanical wizardry for pumping water, smelting metals, and powering textile factories…may seem unconnected. Certainly we have been loath to link slavery to the contributions of a free enterprise system, but they must be recognised as twin responses to the capitalist genie that had escaped the lamp of tradition during the seventeenth century. Both represented radical departures from previous practices.

Both factories and plantations took a significant capital investment to set up; both produced healthy profits which were reinvested; both relied on plentiful, cheap labour; and both introduced new work routines. Appleby describes sugar as ‘one of capitalism’s first great bonanzas’, arguing that ‘its successes also revealed the power of the profit motive to override any cultural inhibitions to gross exploitation.’

As sugar shaped the capitalist system of the eighteenth century, so it did consumerism. Demand for particular items had driven trade for hundreds of years, but it was only during the eighteenth century that widespread demand from all classes of people, and particularly in Britain where wages tended to be higher, began to fuel capitalist economies:

[A] large body of domestic consumers fuelled England’s commercial expansion and a richly elaborated material culture dependent upon the market. … New attachments to objects, a raging delight in novelties, and the pleasures of urban sociability bespoke a deep engagement with the material world that made spending seem more beneficial to the economy than did parsimony.

As Appleby implies, consumerism links a desire for things with the construction of identities. Sugar, coffee, chocolate, and tea were the first foodstuffs to be transformed into consumer goods. By no means essential to our diets, demand for them was driven by factors other than hunger: people bought them in the eighteenth and nineteenth centuries because, even though they were cheap, they represented luxury and comfort.

Food has always signified more than simply nutrition, but it’s been implicated in the rise of a consumerist society since the eighteenth century. This means that not only do consumers attach a range of new meanings to the food that we buy – we purchase food not only because we need to eat, but because of how we construct our identities as consumers of goods – but consumer demand drives the production of food. It’s for this reason that efforts to reform eating habits – either to combat lifestyle-related diseases or, indeed, to produce a more sustainable food system – have to deal with the fact that we approach food as consumers operating within a global food system.

Further Reading

Sources cited here:

Joyce Appleby, The Relentless Revolution: A History of Capitalism (New York: WW Norton, [2010] 2011).

Anne EC McCants, ‘Poor consumers as global consumers: The Diffusion of Tea and Coffee Drinking in the Eighteenth Century,’ Economic History Review, vol. 61 (2008), pp. 172-200.

Sidney W. Mintz, Tasting Food, Tasting Freedom (Boston: Beacon Press, 1996).

Sidney W. Mintz, Sweetness and Power: The Place of Sugar in Modern History (New York: Penguin, 1985).

James Walvin, Fruits of Empire: Exotic Produce and British Taste, 1660-1800 (Basingstoke and London: Macmillan, 1997).

Other sources:

K.T. Achaya, The Food Industries of British India (Delhi: Oxford University Press, 1994).

Judith A. Carney, Black Rice: The African Origins of Rice Cultivation in the Americas (Cambridge: Harvard University Press, 2001).

E.M. Collingham, Imperial Bodies: The Physical Experience of the Raj, c.1800-1947 (Cambridge: Polity Press, 2001).

Alain Huertz de Lemps, ‘Colonial Beverages and the Consumption of Sugar,’ in Food: A Culinary History from Antiquity to the Present, eds. Jean-Louis Flandrin and Massimo Montanari, English ed. by Albert Sonnenfeld (New York: Columbia University Press, 1999), pp. 383-393.

Kenneth K. Kiple and Virginia Himmelsteib King, Another Dimension to the Black Diaspora: Diet, Disease, and Racism (Cambridge: Cambridge University Press, 1981).

James E. McWilliams, A Revolution in Eating: How the Quest for Food Shaped America (New York: Columbia University Press, 2005).

Sidney W. Mintz, ‘Sweet, Salt, and the Language of Love,’ MLN, vol. 106, no. 4, French Issue: Cultural Representations of Food (Sep., 1991), pp. 852-860.

Wolfgang Schivelbusch, Tastes of Paradise: A Social History of Spices, Stimulants, and Intoxicants, trans. David Jacobson (New York: Random House, 1992).

Frank Trentmann, ‘Beyond Consumerism: New Historical Perspectives on Consumption,’ Journal of Contemporary History, vol. 39, no. 3 (Jul., 2004), pp. 373-401.

Frank Trentmann, ‘Materiality in the Future of History: Things, Practices, and Politics,’ Journal of British Studies, vol. 48, no. 2 (April 2009), pp. 283-307.

Marijke van der Veen, ‘When Is Food a Luxury?’ World Archaeology, vol. 34, no. 3, Luxury Foods (Feb., 2003), pp. 405-427.

Creative Commons License Tangerine and Cinnamon by Sarah Duff is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.