troy2000
Well-Known Member
- Joined
- Sep 29, 2013
- Messages
- 1,057
- Reaction score
- 484
10 years ago you couldn't even find a chili pepper in most Finnish supermarkets - there was just no market for them at all. I remember once when I had found some cayenne peppers at a store (damn, that was strange) - I took them home and dried out the seeds. I was planting those for several summers just so I could have some fresh chili peppers. A few years back, Finland got hit by "chili pepper craze" and now everybody and his brother are proclaimed chili pepper experts and participating in competitions to see who can eat the most naga.
It's largely the same situation with IPA in the US - 15 years ago, 99% of US residents never heard of a freaking IPA. Today, everybody and his brother is a proclaimed IPA expert and bringing them to competitions.
These type of overcompensations generally occur when a country has been internationally shamed and shunned due to it's severe lacking in a particular area. Brits got shamed for not having a food culture at all, Finns got shamed for not wanting to consume anything which posessed a stronger flavor than milk, US got shamed for long-term production (and consumption) of ungodly large quantities of the ****tiest beer ever known to man.
The market will even itself back out after the overcompensators lose interest, but Jamie Oliver is here to say, jalapenos will be found in Finnish supermarkets for a long time now, and IPA isn't going to disappear from US supermarkets. The growth that Mr. Coors is surprised about right now can pretty much be attributed to the 50 grand bass boat in the yard, wife who doesn't own a pair of shoes syndrome.
I'm back working in the same irrigated desert valley along the Colorado River where I grew up, and there have definitely been some culinary changes. Before I left, an outdoor cookout inevitably consisted of grilled hamburgers (or steaks for special occasions), and maybe hot dogs for the kids.
Nowadays, even the CIO's (California improved Okies) and their descendants here are more likely to have carne asada or pollo asado on the grill than hamburger patties - with tortillas, salsas and all the fixings for burritos or fajitas laid out on the table.