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Bruni’s struggles in the morning

Written on November 28th, 2010, by Gus Rancatore

Frank Bruni is the important NYTimes food writer, memoirist and former restaurant critic.  He had a long article in Wednesday’s paper about the frustrations of trying to keep up with the coffee nerds when making coffee at home.  The article is funny and reflects some of the anxiety and anger directed at the most obsessed of coffee geeks.  There is a wonderful Japanese word, “otaku” which describes a lot of coffee people.  It is usually translated as “boys who spend too much time in their rooms.”

I recommend drinking coffee at a good cafe.  “Don’t try this at home.”  And if you are stuck on that small island off the coast of Maine then relax and do the best you can.  You won’t be able to get it right.

The New York Times

November 23, 2010

Loving Coffee Without Being a Drip

By FRANK BRUNI

THE crimes that can be hung on the automatic drip coffee machine are many, not all of them petty misdemeanors. It hogs counter space. It sends a wash of water too indiscriminate over a hillock of grounds too large. And its oversize carafe often overheats its contents, turning your morning upper into an acrid downer.

But I’ll say this for crusty old Mr. Coffee and his shinier, snazzier progeny, which I kept using long after any self-respecting epicure was supposed to: None of them ever spat scalding liquid into my eye.

The Chemex glass coffee maker did. It’s a one-piece carafe/cone combo, fetchingly shaped like an hourglass and fully vetted by the coffee cognoscenti, who assured me that it would ask for just a modicum of extra effort and answer that with coffee bliss. Into its upper half a multilayered paper filter is supposed to be tucked delicately, emphasis on the delicately. I did so hastily and clumsily, and then carried my clumsiness over to the arrangement of coffee grounds and pouring of hot water, and suddenly there were bubbles and a geyser and … yowza! My right eye burned and shut tight, and a dark future as an abashed Cyclops stretched before me.

The pain quickly subsided, but not the questions that accompanied and had, in fact, preceded it. How much pinpoint labor do we owe the gods of culinary discernment? In these food-mad times, have the economically privileged among us gone too far in turning simple acts of nourishment into complicated rituals of self-congratulation? Must all shortcuts and conveniences be subject to so much epicurean bullying and such internal shame? I could be talking about instant oatmeal instead of the real stuff or jarred tomato sauce rather than something that has simmered for hours.

To choose the lesser route is to see the sanctified finger of Alice Waters wagging at you and to hear the Olympian voice of Thomas Keller saying tsk-tsk. A food lover with pride and values is supposed to care more.

He is certainly not supposed to countenance automatic drip coffee, as I did, on and off, until nearly a year ago, when I finally threw out my machine. I never mistook automatic drip for the best that I could do, just as I never considered the overbearing brew made from over-roasted beans at Starbucks, which I occasionally patronized, to be optimal. But for me coffee was first and foremost a caffeine delivery system. It was medicine, just as food, stripped of its pretensions, is fuel. Expeditiousness mattered.

Acquaintances disapproved of my approach and attitude, lording it over me with their ostensibly superior coffee-making methods and confirming just how much self-identity and self-definition go into every aspect of ingestion these days. You are how you caffeinate.

The tribes are myriad and the choices many, especially outside the home, where the coffee connoisseur casts his or her lot with a particular roaster (Intelligentsia, Counter Culture, Stumptown, Blue Bottle) and then decides whether to abide coffee made in batches or insist it be produced cup by cup. Café Grumpy affords the latter option, courtesy of an $11,000 Clover machine, with which brew time and temperature can be adjusted according to the beans being used.

In deference to how very far coffee culture had evolved since the days of Mr. Coffee, I tried to evolve, too. I turned to the French press. It made discernibly fuller-bodied coffee than the automatic drip had. It also made me feel that I’d established some crucial baseline of virtue, in that it required patience and labor: the heating of water, the stirring of grounds, the minutes-long wait before the plunge.

Then one day my friend Jonathan Rubinstein, a kindly coffee savant who owns the venerated Joe coffee stores in Manhattan, inquired after my home coffee practices. And shook his head ruefully.

The single-cup pour-over method, as he called it, was what I should use. He promised me it wouldn’t be much more work. He offered me a lesson. He repeated the offer.

And when I clumsily (yes, an established theme at this point) broke my French press a few months later, I marched into a Joe store, where a barista named Mike Morgenstern awaited me. He pulled out a white ceramic cone, the Dripper V 60, which is made by a Japanese manufacturer, Hario, and usually sells for between $15 and $25. He placed it atop a coffee mug. And he took me through the paces.

I was to pluck a Number 02 Hario white paper filter (from a package that was certain not to be available in my corner bodega), put it into the cone, presoak it with hot water to remove any paper taste, discard the water and, only then, put two rounded tablespoons of freshly ground beans into the filter.

“Freshly ground?” I sighed. There’s only so much I can accomplish in advance of the administration of caffeine.

He said I could get away with beans ground no more than a few days earlier.

As he continued to show me the way, he poured just an ounce and a half of hot water over the grounds, “to get what’s called the bloom,” he explained. The grounds indeed swelled, flowered. “You’re letting the gases escape,” he said, so that the coffee would have a cleaner (and, I supposed, less flatulent?) flavor.

Fully 45 seconds later, he poured another 10 ounces of water. But not all at once: slowly, with pauses and “in concentric circles,” he noted, so that the grounds were used evenly. This took about another minute.

A nearby customer who had been watching with a growing expression of worry piped up, saying, “I kind of like my French press.”

“Unfortunately,” Mr. Morgenstern told her, “it’s seen the end of its heyday, according to the coffee specialty industry.”

We were also watched by another customer, Rob Kohn, 48, a computer software designer with his own coffee-making rituals. A firm believer in presoaking paper filters, he has at times presoaked scores of them at once for use later. He has also tried specifically shaped cloth filters and a generically shaped “coffee sock,” which, he explained, “I cut into the shape I wanted and then re-sewed.”

His sock and cloth filters, he said, were stored “in a Ziploc bag in the refrigerator” and kept clean with an occasional soak in hydrogen peroxide.

He congratulated himself on setting limits. “I haven’t done any of the vacuum siphons yet,” he said, describing some elaborate technology with multiple glass compartments and a halogen flame. It sounded like the very death of pleasure.

Relative to that, my Hario single-cup pour-over system was endurable, though I’m as likely to make do with just one cup as Donald Trump is with just one high-rise. And the coffee had a noteworthy smoothness, freshness and balance of opulent and astringent notes. For my second and third cups, I occasionally skipped the filter soaking, gassy blooming and concentric circles, and the results weren’t outrageously inferior.

Then came a Saturday morning when I was making coffee for two, each of us interested in at least two cups. There was so much serial water heating, filter soaking, blooming and pausing — and so many concentric circles — that I felt chained to the kitchen counter, less coffee server than coffee slave.

I will travel far, pay top dollar and even wait a half-hour on the sidewalk for a superior porterhouse or sublime sliver of sushi. But for me personally, was the pleasure of a higher grade of coffee worth the price? In this instance, couldn’t I depart from the orthodoxy (nay, tyranny) of the artisanal?

I made a tweak. The $40 Chemex, which adapts the pour-over method to the production of four or more cups of coffee at once, promised to save me time. But it still required me to wait for a teakettle to heat water. I found its designated paper filters — different, of course, from the Hario’s — unwieldy. And then there was the matter of my temporary blinding.

Mr. Rubinstein said that I was inserting the filters incorrectly and had to hold one flap just so, with certain creases facing down. “Then,” he said, “you put in the beans you’ve just ground.”

I told him that Mr. Morgenstern had given me permission to skip the grinding. Mr. Rubinstein said it was “the most important thing.”

I bought a grinder, shelling out $115 for the Maestro, which, according to experts, slices rather than crushes beans, as those rudimentary cylinders do, and has 32 settings, for better “particle-size control.”

Make no mistake. Combine Maestro-ground beans with a proper execution of the pour-over system and you get lovely coffee: a delicate symphony in place of a blunt cymbal crash.

But let’s pause and imagine something just as magical.

You stumble out of bed, struggling toward consciousness, in urgent need of caffeine. You drag yourself into the kitchen. And there, ready and waiting, are 10 cups of coffee, brewed automatically, just five minutes earlier, as a consequence of a few simple steps and some alarm clock-style programming the night before.

This isn’t cutting-edge technology. This is Mr. Coffee, many decades ago. The current generation of automatic drip machines preserves the tradition while improving, I’m told, on the product. Gastronomic guilt be damned, I just may put one on my Christmas list.

De Gustibus is an occasional forum for opinion, argument or provocation in reflections on food or drink.



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Huge neighborhood controversy over world’s best hamburger

Written on November 28th, 2010, by Gus Rancatore

This is from The Herlad’s always-excellent ForkLift food blog.

November 24th, 2010
Craigie on Main takes $18 burger off menu; riots ensue
Posted by Julia Rappaport at 2:34 pm

Well, kind of.

Last night a Chowhound.com user posted that the Central Square restaurant Craigie on Main has removed their popular burger and done away with the bar menu – an alternative to the high-priced dinner options.

Cue angry crowds. As of right now, 32 people have responded with comments ranging from the rational (”I’d be sorry if this change were permanent” from Chowhound regular and Boston Phoenix contributor MC Slim JB) to the slightly deranged (”God!!! I’m so steamed about this… they can take their ugly dropped ceiling that looks like my parents’ basement and shove it! It’s never going to be really fancy in there so just give me my god-damned burger!”)

Craigie chef Tony Maws took to Twitter this afternoon to address the outrage:“Hey you COM burger and bar fanatics-whoa!!!Calm down.Format different and trying to keep quality high with recent demand.Details to follow.”

Finally, clarification landed via user KenjiAlt, who picked up the phone and called Maws: “First off, the bar menu. According to him, the only change that’s been made is that the items off of the bar menu have been incorporated to the regular menu, with a few of the less popular items (like the mussels and the potato galette) being 86′d except for specials and brunch…All of the old bar staples are still available, and at the same prices.”

Except for the burger.

Kenji explains:“After much national coverage over the summer, burger sales went through the roof. He went from selling 20 burgers a night to over 40. Seems good, but the problem is, the beef he was using is sourced from Hardwick beef in Western Mass (same supplier as Dan Barber). It’s a small producer of 100% grass-fed beef and he’s given a specific allotment. He can’t simply call up and ask for more. As such, when demand started getting too large, he resorted to ordering the short rib for the burger from a different supplier but was not as happy with the quality. Basically, he says, ‘The burger we were serving was not the Craigie on Main burger that people have come to know,’ and he didn’t feel right doing it. They’ve subsequently switched back to 100% Hardwick beef, and as it is, they are making as many burgers as their beef allotment will allow, which comes to about 20 per night.”

Now the real question is, who’s ready for a burger?

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Su No 28 2010 LittleBreakfast@TheBigTable

Written on November 27th, 2010, by Gus Rancatore

LittleBreakfast@TheBigTable
Sunday from 10AM to 1PM.

Out of consideration for others you cannot study or use computers ANYWHERE in this room during LittleBreakfast.

Classic French Toast with NH maple syrup  5.75
Pressed Black Forest Ham and gruyere cheese croissant  3.25
Pressed Veggie Sandwich: blood orange marmalade, goat cheese
on cranberry pecan bread   4.75
Pressed Chorizo and potato hash with cheddar on a ciabiatta  5.95

Bagel Bar
Any type of Iggy’s Bagels toasted  3.95
(Plain, Raisin, Sesame, or Multi-seeds)
Toppings:
Cream Cheese:  Plain, Chive or Bacon Scallion
Peanut Butter
Whipped Butter
Assorted Hi-Rise Preserves
Raisins
Smoked Salmon with Tomato, Red Onion, and Lettuce  6.95
Hard Boiled Egg  1.00
Seasonal Whole Fuit  2.00
Sophia’s of Belmont Greek Yogurt with Honey and Granola 3.25

French Press Coffee from
Barismo, George Howell,
or Batdorf & Bronson  3.75
Fresh squeezed orange juice  2.00

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A new neighbor in the neighborhood.

Written on November 27th, 2010, by Gus Rancatore

Jason Bond has finally opened Bondir on Broadway.  Although you might not be able to tell from the facade, which is, as I understand it, is to a large extent, unintentional.  The restaurant is very pretty inside with a fireplace that was just in time for the last week of November.  Up to now Area 4 has been a phantom arrondisement of Cambridge, but Bond features the address.   There was a time when the only organization in the neighborhood was the Area 4 Crime Task Force.  There are rumors of another new restaurant on Main Street to be called Area 4, although I’m not sure if that stretch of Main Street is formally part of the neighborhood, or considered to be part of the neighborhood.

Life Alive at the other end of Central Square, in the former location of Hollywood Express is now open. Former Mayor Ken Reeves endorses it.  And people continue to await the arrival of Floating Rock, which has broken off the Revere landmass and is being nudged up the Charles to the middle of Central Square

Bondir has a good website
www.bondircambridge.com

The menu for November 27 was

Bread
Bronze Fennel Seed, Sour Chery-Walnut, 9-Grain Crackling

Fish fume and Chatham Oyster
Crisp pancetta, skate, cod, potatoes and Radish
9

Long Island Cheese Pumpkin Soup
Ras el Hanout Marshmallow, Crisp Shallot, Bee Pollen
9

Bloody Butcher Grits
Vegetable Mignardes, Collard Greens
12/23

Roasted Beef
Mole Sauce Celeriac, and Mustard Greens
15/28

Laying Hen and Noodle Stew
Roasted Onion, Confit Yolk
13/24

Tamworth Pork Belly Roast
Bronze Fennel Braised Bolero Carrots and Radish, Apple Glaze
13/24

Line-Caught Scituate Cod
Celeriac and Kohlrabi, Pickled Mushroom, Tumeric Broth
15/28

Chestnut Agnolotti alla Macellaria
Coeur de Boeuf Cabbage, Mozzarella Salata
13/24

In a conversation earlier this month  the chef had discussed raising his own pig, while a friend smiled about the Laying Hen Stew arising from the decision of local farmers to take a sabbatical from farm life, during this winter.  And forcing the slaughter of all their birds.

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Serious Eats on the Serious Problem of Office Coffee

Written on November 22nd, 2010, by Gus Rancatore

Serious Eats is an excellent online something from the amazingly informed Ed Levine.

Printed from http://newyork.seriouseats.com/2010/11/coffee-chronicles-serious-eats-office-coffee.html

Serious Eats: New York

Coffee Chronicles: Serious Eats Office Coffee Meta-Makeover!

Posted by Liz Clayton, November 17, 2010

And how you can make over your office coffee, too.

The great crusade of the coffee nerd is to try to get the good word across to the food people. It should be so easy, right? Sure, these people understand flavor, nuance, deliciousness, and think about all that farm-to-table blahbetty blah all the time. So why are they drinking stale deli coffee?

As Serious Eats: New York’s coffee columnist, I took it upon myself to quietly inquire as to how the SE core office crew enjoys their caffeine on a daily basis. The answer was not as bad as it could have been, but it wasn’t pretty. As you see above.

Poor Serious Eats coffee program, relegated to a card table next to a microwave and an empty desk. Surely there’s a way to get these enthusiastic people on board with an affordable, high-quality office brew bar, with preparations just as easy as filling up a Mr. Coffee basket, and rewards infinitely more delicious?

And surely there’s a way to make your daytime coffee better, too.

Before

Let’s see. The current SE coffee bar includes, um, a stapler… and at least features a grinder—an optimistic sign—though it’s a whirlybird style blade contraption, the kind that produces uneven particle size that isn’t doing you any favors in the long run. [Ed. note: We hadn't ever used that grinder, either.] Coffee of undetermined origin is being kept warm in the pot when I arrive, but I’m hoping a quick run through some of the simplest manual brewing devices will lure the staff away from the constant and distracting inflow of pizzas and sandwiches.

It works. And all I needed was an electric kettle, plus the gadgets below.

What Gadgets Can Replace An Office Coffee Pot?

#1: Aeropress (pressurized space-age tube extraction; many methods)
I lay out the gear alongside some of Cafe Grumpy‘s Finca El Aguila coffee from El Salvador, ground at two different levels of coarseness to yield the best extraction out of our different devices. Maggie Hoffman wants to try the Aeropress first, surely one of the strangest looking brewers popular today, a syringe-like device inexplicably invented by the Aerobie corporation.

It’s light, it’s weird, and it produces a concentrated but complex cup of coffee. We use 2009 World Aeropress Champion Lukasz Jura’s recipe for preparation (specifying water and coffee amounts and brew time), though the Aeropress is nothing if not versatile, with myriad possibilities for tweaking how you brew.
#2: Chemex (blown glass pourover cone and carafe, drip method)
Maggie and Carey Jones both like the Aeropress after they’ve tasted the results—though they find they have to put a little back into it—but they like the Chemex‘s stylish pourover even more. Its super-simple functional beauty produces a clean, delicate cup, though its detractors find the coffee lacks the fuller body of other methods. I always find it seems like forever to wait for a Chemex to finish brewing—though Carey reminds me that their automatic drip machine takes just as long. So far, the ’50s kitchen classic is in the lead.


#3: French Press (metal-filter steeping method)
Next up I haul out a standby that even the just coffee-curious have long been onto: a French press. Most New Yorkers seem to have one of these kicking around their kitchen somewhere (or at least they think they used to). French press is a reliable and low-maintenance way to make very full-bodied coffee, though it may come at the expense of delicacy of flavor and clean taste within the cup. Our French press brew kicks in at the bottom of the list.

#4: Clever Dripper (full-immersion drip brewing with paper filter)
Finally, we decide to give the Abid Clever Dripper a go: though I don’t really love putting hot things through plastic, this unusual cone dripper really makes a delicious cup. It combines the principles of both steeping and pourover via a gravity valve at the bottom of the cup, allowing it to retain the grounds immersed in water for 3-4 minutes before releasing it gently into your coffee cup through awesome magic.

And though they thought their hearts were won by the Chemex, quickly the gang turned to our lightweight, inexpensive, clever little friend: we brewed another dripper’s worth, and began to draw a crowd, with even the non-coffee drinkers in the office standing up to taste it. Hoffman found the depth of flavor richer from the Clever brew, remarking that they were “both better than the French press,” her current method at home.

So, Can We Make Some Easy Improvements?

Definitely, said Jones and Hoffman, who, after tasting more than four cups of coffee, were full of crazy talk like “We’re going to sample new coffees every week!” and “Which grinder should we buy?” (I recommended the Baratza Maestro or Maestro Plus as good conical burr grinders with at least slightly approachable price points.)

Plans are now afoot to outfit the SE bar with both Chemex (available all over, from coffee shops to even Fairway) and Clever dripper. “There’s such an intuitive simplicity to them,” said my ever-patient editor Jones. “It’s just putting water over coffee.”

It didn’t take long—or too many deliciously influential cups of coffee—to persuade the office that having viable, low-cost options for beautiful tasting coffees would be darn near just as convenient as making mediocre brew on the auto drip. All you need is a grinder, an electric kettle, and any one of the gadgets above.

When office need is high, a Chemex can serve several—when one’s fixing their own cup, a Clever brew can be shared, or just as easily hogged to oneself. Will the convenience-for-taste tradeoff of taking a little time to brew manually versus reaching for that ever-heated pot be lasting? Jones and Hoffman think it can be. Let’s check back in, in a few weeks, and hold them to it.

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James Reed on Billy Ruane’s birthday parties in Central Square

Written on November 20th, 2010, by Gus Rancatore

http://www.boston.com/ae/music/articles/2010/11/20/a_tribute_to_billy_ruane_as_he_would_have_had_it/

A tribute to a local legend, as he would have had it
By James Reed
Globe Staff  November 20, 2010
CAMBRIDGE — Billy Ruane would have loved this. Hundreds of his friends and family gathered Wednesday
night to eulogize him with nearly 30 performances and countless testimonials that bordered on tall tales about
the beloved music maven who died late last month.
By all accounts, Ruane was many things to Boston and the local music community he nurtured with an open
heart and open pocketbook for close to three decades. He was brilliant. He was unhinged. He was generous. He
was a crazy dancer. He was a slob. (“Did you ever see him eat?’’ Pat McGrath, Ruane’s longtime friend and
guardian, asked as he read from W. Somerset Maugham’s “The Razor’s Edge.’’)
What should have been Ruane’s annual birthday bash — he would have turned 53 this month — became a
memorial held at both the Middle East Downstairs and T.T. the Bear’s. Spread over six hours, the evening
spanned Ruane’s earliest days championing and booking bands (Buffalo Tom, Joe Harvard) to his latest
obsessions (Lady Lamb the Beekeeper, Nina Violet, Drug Rug).
Organized by Mary Lou Lord, the singer-songwriter and Ruane confidante who could barely contain her
emotions as she emceed the night, the bash was as much about the scene as the music. Joseph Sater, who
co-owns the Middle East with his brother and gave Ruane free rein to start booking music at the club in the late
’80s, was busy tending to the open buffet. T-shirts with Ruane’s visage were sold at the merch table. A few men
sported dress shirts unbuttoned down to their navels in tribute to Ruane’s usual attire. And a video slide show
captured Ruane’s evolution from apple-cheeked little boy to the wild man most people knew him as.
There were heartfelt speeches from Ruane’s kin, including his sisters Lili and Paige Ruane. Lili graced the stage
early on, carrying an urn as she announced, “I brought somebody special with me.’’ Later on her boyfriend, Win
Smith, a childhood friend of Billy, used the occasion to propose marriage from the stage; Lili nodded “yes’’
before wrapping her arms around him.
Instead of Ruane’s death casting a pall on the party, it invigorated many of the performers and felt like the kind
of rambling celebration Billy himself probably would have crashed, barreling down the steps with drink in hand.
Several bands played songs they knew Ruane liked, including Chris Brokaw’s wordless dirge of feedback that
burrowed deep into distortion. (“Billy could’ve danced to that,’’ McGrath cracked at the end of the song.) Thalia
Zedek, with Hilken Mancini adding harmony on one song, summoned the dark pathos of a burned-out
chanteuse, sounding every bit like Marianne Faithfull by way of Leonard Cohen.
Peter Wolf remembered meeting Ruane back when Wolf was fronting the J. Geils Band and Ruane was a young
pup managing a band called Vitamin (and he promptly puked at Wolf’s feet within moments of their introduction).
Wolf’s set was stark and straight from the heart, two after-hours blues anchored by guitar hero Duke Levine
followed by a rollicking country tune that included McGrath on acoustic.
Links to Ruane’s past and present ran rampant. Willie Alexander dusted off his classic “Mass. Ave.,’’ and Joe
Harvard was practically a time capsule of Billy Ruane memories. Joining other young bands that Ruane loved,
Drug Rug played a simple but sweet set at T.T. the Bear’s. Author Michael Patrick MacDonald read a passage
about growing up in Southie, specifically the first time he encountered Ruane freaking out at a Mission of Burma
show. Like Ruane, MacDonald said he, too, found liberation through music.
/
Jenny Dee & the Deelinquents upped the showmanship with their fierce blast of ’60s soul, and Buffalo Tom
poured every ounce of heart and soul into a blistering set that included some of Ruane’s favorites (“Larry’’).
Perhaps no one tugged at the heartstrings as much as Lady Lamb the Beekeeper, the band name of singer-
songwriter Aly Spaltro. Her closing set channeled the same intensity and manic joy that made Ruane such a
force — and a kindred spirit. Choking back tears, she sang a refrain from “Beluga,’’ obviously directed at Ruane:
“Drifting off to sleep/ Drifting out to sea.’’
Inching toward 1 in the morning, the show wrapped up on a bizarre note that no doubt would have tickled
Ruane. His sister Lili joined Sater to announce that they would scatter some of Ruane’s ashes into the crowd.
They couldn’t be serious, Lord wondered aloud as the audience looked on in disbelief. Sure enough, Sater
reached into the urn and suddenly the ashes swirled in the air. It was both strange and communal, not unlike the
man of the hour.
James Reed can be reached at jreed@globe.com.
© Copyright 2010 Globe Newspaper Company.

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Simon’s barista wins steel cage death match in Dorchester

Written on November 19th, 2010, by Gus Rancatore

Wicked Local reports on hand to hand competition between baristas.

http://www.wickedlocal.com/cambridge/news/x1892562159/Simons-Coffee-Shop-barista-wins-first-place-in-competition

A barista from Simon’s Coffee Shop in Cambridge recently took home first place in White Chrome, the second annual barista competition hosted by Flat Black Coffee Company at the Ledge restaurant in Dorchester, raising money for the Greater Boston Food Bank and the Rainforest Alliance.

The winner was Nathaniel Hoyt, a barista from Simon’s Coffee Shop in Cambridge, who won a Bodum Home Espresso Machine (approximate value $400). Shane White of Flat Black Coffee Company in Boston took second place and won a Mypressi handheld espresso extractor. And Jason Raynor of Simon’s Coffee Shop in Cambridge won third place and walked away with a Bodum Home Burr Grinder.

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Jonah Lehrer on Coca Cola de Mexico and Dr. Pepper from Dublin TX

Written on November 18th, 2010, by Gus Rancatore

http://www.wired.com/wiredscience/frontal-cortex/

The Taste Of Coke Is All In Your Head

  • By Jonah Lehrer Email Author
  • November 4, 2010  |
  • 10:39 am  |
  • Categories: Frontal Cortex, Science Blogs

I’m a big fan of Mexican Coke. I can bore you silly talking about the elegant slender glass bottle, and the simple sweet taste of real sugar (Mexican Coke is made with sucrose, not high-fructose corn syrup) and the slightly lower levels of carbonation. It’s a delicious drink, far less harsh and cloying that its American equivalent. (And did I mention the glass bottle? And the cool “Hecho in Mexico” sticker?)

But here’s the rub: Mexican Coke appears to be a cognitive illusion. Marion Nestle summarizes a recent study in Obesity:

You know how everyone thinks Mexican Coca-Cola is so much more delicious than American Coke because it is made with table sugar (sucrose), not HFCS? Oops again. The investigators could not find any sucrose in the Coke, but did find plenty of glucose and fructose. This suggests that Mexican Coke is also made with HFCS (or it could also mean that the sucrose had been split into its constituent glucose and fructose).

To review the biochemistry: Sucrose is a double sugar of glucose and fructose bonded together. HFCS is glucose and fructose, separated. The sucrose bond is quickly split in the intestine and its glucose and fructose are the same as those in HFCS.

I’ll begin with a defense of my tongue, before I explain before why my tongue is probably wrong. Although the researchers conclude that Mexican Coke is probably engaging in deceptive labeling (Red Bull and Vitamin Water also have some explaining to do), there are a few possibilities that could also explain the lab results. As Nestle notes, the sucrose could have been chemically split, or it could have been naturally separated by the carbonic acid in the bottle. Who knows? I’d like to focus instead on a chart in the paper that documented the average deviation between actual sugar content and the sugar content listed on the packaging. It turns out that, in many instances, there’s a ridiculous level of variation. For instance, “Coke from McDonalds” contained nearly 30 percent more sugar than advertised; Sprite from Burger King contained more than 20 percent additional sweetener. A jug of Hawaiian Fruit Punch Fruit Juicy Red was about 5 percent higher, while bottled Mexican Coke was about 5 percent lower. (It was also about 5 percent lower than American Coke.) So perhaps there is a taste difference. Perhaps the difference is simply that Mexican Coke is less insanely sweet. Maybe I’m not just another annoying hipster.

Or maybe I am. Although I can rationalize away that closet full of Mexican Coke bottles (thank you, Costco!), the psychology of taste perception suggests those rationalizations are wrong. Consider this clever study of soft drinks led by Samuel McClure and Read Montague. The experiment was a recreation of the Pepsi Challenge, except this time all the tasting was being done in a brain scanner. Each person swallowed sips of cola from a plastic tube while their brain was being scanned. When Coke and Pepsi were offered unlabeled, the subjects showed no measurable preference for either brand. Most of the time, they couldn’t even tell the two colas apart. But Montague’s second observation was more surprising: subjects overwhelmingly preferred drinks that were labeled as Coke, no matter what cola was actually delivered through the tubes. In other words, brand trumped taste. We cared more about the logo than the actual product.

But what was happening inside the brain? When the two soft drinks were offered unlabeled, the dopamine reward pathway became active. This makes sense: the pathway helps processes appetitive rewards, like sugary drinks, which provide us with a rush of sweet pleasure. However, when the subjects drank a cola with a Coke label, an additional set of brain areas became extremely active. The DLPFC, hippocampus and our midbrain emotional areas reacted strongly to the red cursive of Coke, but not to the blue Pepsi logo. (This happened even when subjects were given Pepsi with a Coke label.) For whatever reason, certain brand names are able to excite our nostalgic emotions, and those emotions influence our preference. (The scientists argue that the hippocampal activation is a sign that we’re accessing these commercial memories.) The end result is a strong preference for Coke, even though it tastes identical to Pepsi.

Why does Coke trigger our emotions? As the scientists note, Coca-Cola is “advertising incarnate.” The company was the first sponsor of the Olympic Games, gave its cola free to U.S. soldiers during World War II, and is credited with inventing the modern image of Santa Claus. Despite the fact that Coke is the most widely recognized consumer product in the world, the brand is still supported by more than $1 billion worth of advertising every year. Whether it’s animated images of a penguin family, or inspirational shots of a high-school football game, Coke ads are designed to trigger these remembered feelings of warmth and nostalgia. They are sentimental, not informative.

Mexican Coke has become my Coke. I see that glass bottle and I’m flooded with all sorts of dopaminergic associations, those smug feelings reminding me that I don’t drink that generic high-fructose corn syrup crap. I drink the real stuff, the cola made with old-fashioned sugar. But those associations are almost certainly an illusion – my tongue is too crude a sensory device to parse the difference between Coke and Pepsi, let alone between slightly different formulations of the exact same drink. The most convincing evidence comes from Coke itself. Last year, Rob Walker asked the company about regional variations in its ingredients:

It is true, acknowledges a Coke spokesman, Scott Williamson, that different sweeteners are used by the company’s bottling partners in different parts of the world, for reasons having to do with price and availability. But, he says, “all of our consumer research indicates that from a taste standpoint, the difference is imperceptible.”

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Th No 18, 2010 sunny and a movie change

Written on November 18th, 2010, by Gus Rancatore

Toscanini’s  works with food24fps.com, the Harvard-based festival of films about food.  Tonight we are showing the highly regarded French film , Secret of the Grain, about a Tunisian family restaurant in Marseilles.  The venue for this movie has been moved to The Enormous Room, at 567 Mass. Avenue, above Central Kitchen in Central Kitchen.  The movie is long and starts at 630PM.  Alia Meddeb, owner of Baraka on nearby Pearl Street in Central Square will discuss the movie.  Tunisian yummies will be available.

The movie review website Rottentomatoes.com gave the film 91%, a number that approaches that of Toy Story 3.

Our own Wesley Morris of the Boston Globe wrote

“The Secret of the Grain takes one man, his children, their spouses and babies, his ex-wife, his girlfriend, her daughter, and his friends and turns it all into a masterpiece about the strange power of food — to heal, unite, exasperate.”

Maureen Fahey visited.  She holds the store record and the MIT record for rebounding by a material scientist.

Sandy Choi, the Wee Willie Winkie of The Media Lab also stopped in.

The flavors we have at 1PM we may not have at 5PM and we close at 11PM so there are hours and pints to go.

French Vanilla
Belgian Chocolate
Rum Raisin
Blueberry
Sweet Cream
Hard Cider ice cream
Grape Nut
Burnt Csramel
Ginger Snap Molasses
Cocoa Pudding
Strawberry Raspberry
Nocciola
Espresso Chocolate Chip
Maple Walnut
Chocolate Chip
Malted Vanilla
Coconut
Gianduia
Bananas Foster
Salty Caramel
Mocha
Coffee
Anise (which you know tastes like licorice)
Black Forest Cake
Berry Hydrox Cookie
Vienna Finger Cookie
Khulfee
Orange Chocolate
Malted Molasses
Strawberry Sorbet
Hard Cider Sorbet (which is the sorbet version of the hard cream, and thus contains no dairy)
Strawberry Sorbet

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Better than the Subway diet

Written on November 15th, 2010, by Gus Rancatore

Everyone should read the Minnesota Post, an online paper that will remind you of a better part of the US, kind of a bigger Lake Wobegon.

http://www.minnpost.com/healthblog/2010/11/12/23343/nutrition_profs_convenience_store_diet_shows_calories_count_most_when_shedding_pounds

Nutrition prof’s ‘convenience store’ diet shows calories
count most when shedding pounds
By Susan Perry | Published Fri, Nov 12 2010 10:36 am
If you?re struggling to lose weight and have spent any time on the Internet
this week, you?ve undoubtedly heard about Mark Haub, the 41-year-old
professor of human nutrition at Kansas State University who was able to
shed 27 pounds in two months by going on a “convenience store” diet.
That?s right. Haub?s body mass index (BMI) dropped from 28.8
(overweight) to 24.9 (normal) by following a diet in which two-thirds of the
stuff he consumed (it?s hard to call them foods) were things like Hostess
Twinkies, Little Debbie snacks, sugary cereals, Doritos tortilla chips and
Oreo cookies.
Yum. Or ick (depending on your taste buds).
The other third of Haub?s calories came from a daily protein shake. He
also ate vegetables (so he had something to eat in front of his kids) and
took multi-vitamins.
He did not change his exercise habits at all, which he says involve
walking or cycling (60 to 120 minutes per week) and weight lifting.
Interestingly (but not unsurprisingly, given the fact that he lost so much
weight), other markers of health also improved. Haub?s LDL (or “bad”)
cholesterol dropped about 20 percent (from 153 mg/dL to 123 mg/dL)
and his HDL (“good”) cholesterol rose about 20 percent (from 37 mg/dL
to 46 mg/dL). His total cholesterol levels fell from  214 mg/dL (borderline
high) to 184 mg/dL (desirable). (Haub has reported that when he
reintroduced meat to his diet, these positive cholesterol numbers began
to reverse.)
But before you run out to your local SuperAmerica or Food ?n Fuel to
restock your pantry, Haub himself says it?s way to early to draw any
conclusion about his experiment. “I?m not geared to say this is a good
thing to do,” he told CNN news. “I?m stuck in the middle. I guess that?s the
frustrating part. I can?t give a concrete answer. There?s not enough
information to do that.”
For one thing, Haub needs to be able to keep the pounds off. And, as
most dieters know, maintenance is the truly challenging part of any
weight-loss effort. That maintenance may (or may not) be more
challenging when snack foods are part of the equation.
U of M professor weighs in
To help put Haub?s “convenience store” diet in perspective, I called Lisa
Harnack, a professor in epidemiology and community health at the
University of Minnesota. Was she surprised that Haub was able to lose
so much weight so quickly on such a diet?
“Not really,” she said. “When it comes to trying to lose weight, the key is
eating fewer calories or exercising more. And he ate fewer calories.”
Indeed, Haub limited his daily calories to 1,800 — about 800 fewer than a
non-dieting man his size would typically consume in a day.
Harnack also pointed out that Haub showed remarkable willpower. Not
many people can limit their snack-food consumption to just a single
Twinkie or Little Debbie cake per sitting. (Haub told one interviewer that
his ability to stick to just one snack food per meal might be due to the fact
that he?s never craved sweets.)
Harnack also pointed out that Haub?s diet, while interesting, doesn?t really
prove anything. “He?s a sample size of one,” she said. “It?s hard to draw
conclusions from one person about how this diet would affect others.”
Furthermore, over the long run, Haub?s diet could be quite unhealthy.
“There are so many nutrients lacking in the types of foods that he?s
eating,” she said, “and they contain more of the saturated fat that we
don?t want too much of.”
Still, said Harnack, “I kind of like the point he?s making: A calorie is a
calorie. To lose weight you must ultimately lose calories. That?s the
bottom line.”
For those of you on Facebook, you can read Haub?s continuing
comments about his weight-loss progress on his “Professor Haub’s Diet
Experiments” page. It includes such amusing gems as: “Frustrated …
wanted Frosted Flakes or Honey Comb for an evening snack, but we
were out!! Had to settle on a Kit Kat from the left-over Halloween
goodies.”
Ah, if only losing weight — and keeping it off — were so easy.
Like what you just read? Support high-quality journalism in Minnesota
by becoming a member of MinnPost.

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