CEO of the premium fruit and vegetable wholesaler, Natoora, Franco Fubini, argues flavour can lead us to a better food future. By looking to flavour, he claims we can unpick the industrialisation of our food production, restore nutrition and seasonal diversity to our plates and the craft of growing back to our landscapes.
Publisher’s summary
Let flavour guide our food choices – and lead us to a better food future. In Search of the Perfect Peach shows us how this simple desire can bring about a healthier, tastier and brighter future for our food, the people who produce it and the soil it grows in.
That first bite of a perfectly ripe peach can be truly transformative – a joyful moment that will stay with you forever. For Franco Fubini, founder and CEO of Natoora, this encounter also leads him to realise that flavour is not simply a fleeting, visceral experience but a window into the farmer, a connection to our natural environment and a taste test for our food system.
What makes a great-tasting tomato? Why is scarring on a greengage a good sign? Does ‘eating local’ narrow our priorities to the exclusion of others? In Search of the Perfect Peach follows Franco as he navigates the food system in pursuit of this elusive element. As he takes us from Sicily’s citrus groves to the streets of Mexico City, he shows how we have allowed the wider industry to compromise on more than just flavour.
Franco’s search for the Greta peach culminates in his own clarity and conviction: by looking to flavour, we can unpick the industrialisation of our food production, restore nutrition and seasonal diversity to our plates and the craft of growing back to our landscapes. And, above all, we can find that perfect peach every summer.
Read more here. See also the TABLE explainer, Nature knows best? Naturalness in the food system.
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