We are now literally products of our time obsessed with the products of our time.
#Jewellery has 9,623,991 tags on Instagram, while #Instafood has 83,157,881 tags. Even more surprising; #God has a mere 23,020,799 in comparison…Jesus was savvy when he conjured up all that fish and bread to feed the multitude; he knew that one day we’d all be applying the ‘Claredon’ filter recklessly onto everything: With so many people treating food like precious jewels or some form of higher power; the new status symbol truly lies in how you pick your dinner.
Desserts are easy; if you’ve got an overly sweet tooth; you go for some kind of puffed up version of a childhood favourite on steroids. If you are trying to be classy; or alcohol has dulled your palate; cheese is always the answer , but what about the gubbins beforehand?
I recently found myself wondering for a whole hour whether to have beef tartare as a starter or go for the trout, as a lamb wellington main was a popular choice on TripAdvisor: the reasoning being that it is correct and proper to have a fish or vegetable based starter to contrast with a meat main.
At home, my own recipe book wouldn’t even justify a pamphlet; so how had we come to such levels of pretentiousness? I had survived well in Nigeria; where moin moin followed by a bit of shortbread was my idea of a perfectly decent meal: You were lucky if the electricity was on.
Neanderthals; didn’t fret about whether ordering the Sabretooth Carpaccio as a starter because they were having the Mammoth Wellington as a main. Back in that time; I imagine procreating took a higher priority over what you put in your gullet; Eating was just a means to survive; not some kind of fancy way for the affluent, childish many to get a few social media likes.
We now want some kind of feeling to accompany the taste; it’s not merely a case of getting full or even enjoying it; In some countries such as China; food is a rich part of the culture and it’s people take great pride in dishes that are native to their particular region; At it’s worst; food in western societies has become completely conceptual and even fairly unpleasant as a result;
Take for example this awful concoction, which looks like Liberace’s smoking faecal matter or the Raindrop cake; which resembles a breast implant; Most recently; Starbucks have launched a Unicorn Frappuccino; which is more of liquid fashion statement than anything palatable, containing a whopping 76 grams of sugar for a large one. #Instafood is not healthy or nourishing, it’s entirely about surface.
Yet, we still worry so much about what goes into our food, while we also mindlessly eat hummus filled with pieces of metal or rot our molars with Fruit Smoothies; The ‘health’ food industry is just as dubious as the fast food industry. We will one day see more virtual immersive dining pushing us further into a culture where to look is everything and drones will deliver our food for us; meaning that we’ll be able to designate a place at home to take our #Instafood pics.
Lastly, the one saving grace may well be that immersive dining encourages us to put down our phones and experience restaurants in a way that isn’t so hollo; Take http://sagaya-ginza.com and their immersive restaurant below; while I’m still fretting whether to have the meat or fish as a starter; Interesting things are happening and the future doesn’t have to be Unicorn coloured and it doesn’t have to be hash tagged;
…I think i’ll go for the fish