This post’s for my daughter-in-law, who not only loves to cook but is also pretty savvy about healthful eating. I should know. I had a yummy something with orzo and mushrooms for Tofu Tuesday at my son’s house last night.
Today’s story from the NY Times is on the expanded distribution goals of a company with inventive food options currently popular with celebrities.
And, as Stephanie Strom writes, the offerings are not just for vegans.
“Organic Avenue, the tiny purveyor of high-end juices, fresh salads and specialty foods like cashew scallion cream cheese and Thai collard wraps, has hired a new chief executive with the goal of turning its new owner’s dreams of a national chain into reality.
“Martin Bates … will take charge of Organic Avenue in June. …
“ ‘I drink green juices and have done for the last year or so, but living the life of a vegan is not for me. I think there are lots of other people like me out there.’ …
“We want to grow this business around helping people who want food that’s better for them,” [investor Jonathan] Grayer said. ‘That doesn’t mean they have to be vegan. They certainly don’t have to favor raw. They don’t even have to be organic; they just have to want to be healthier.’ ”
Bates, who turned around the Pret a Manger chain, said that he is up for the challenge.
“Perhaps tellingly, he said his favorite Organic Avenue product was Dragon’s Breath, a juice that incorporates ginger, lemon and cayenne pepper. ‘Caution,’ the company’s Web site warns. ‘This shot is not for the faint at heart!’ ” More.
We are into dragons around here. I’ll have to see if I am brave enough to drink Dragon’s Breath.
Organic Avenue, which caters to a celebrity-studded clientele, hopes to appeal to a range of healthy eaters
Suzanne's Mom's Blog 
Finally, someone is recognizing that we don’t have to hitch ourselves to a new food movement or subscribe to the latest diet-guru’s doctrine to want nutritious, wholesome food choices at every meal, everywhere we go.
Yes. I think the various food movements may make us more conscious of what we are eating, so that’s good, but a slavish devotion to one system always strikes me as being about something other than food.
I like the way you can say so much in an understatement. I realize that it is about something other than food, and in some cases, (and at a few times in my own life) following a food regimen is important for self-control and self-discipline. It’s an effective way to learn those good habits. I respect the need for people to do what they need to do. I only wish I could be more compassionately understanding, and not find them so annoying, when they try to “convert” me to their program. Usually, their motive is to help (but most of us find it annoying, I think, when offered unsolicited help).
Unsolicited help is never welcome — as I am learning when I try to give it!