Sara no H has a great post up right now about annoying marketing terms, and how many of them she reluctantly admits to using on a regular basis.
I feel her pain, but what’s more interesting to me is the PS to her post, in which she mentions her love of Europe’s Best frozen raspberries. Because to me “Europe’s Best,” as applied to frozen fruit, is one of the most annoying marketing terms I’ve ever seen, in the history of ever.
For a few months since I started to notice Europe’s Best adverts showing up on TV, I’ve been at a loss to understand why we would respond to the vague marketing idea that Europe either has better raspberries, or knows how to freeze’em up gooder.
I mean, I know there was a time when it was cool to think everything was better and more essential and real in Europe, but now that Africa is the new Europe, (in terms of its worldly cool factor, not it’s capacity to freeze stuff) does that still hold? Can we apply it to berries– particularly to berries that we already grow really well right here? And are we really going to be convinced that Europe is, as a general rule, more frozen than Canada? Freezing, and berries; those are two things this country has under control.
I haven’t read the back of a package of Europe’s Best frozen fruit, but I would hazard a guess that it is not actually grown in Europe. Nevertheless, what most annoys me about Europe’s Best is the idea that a berry grown in Europe would still be at its Best after shipping it all the way to Canada, or that adding thousands of kilometers of travel to a food product makes anything better for anyone, much less our melting world’s capacity to keep things frozen.
From where I sit, they’ve essentially branded our worst impulses and insecurities, and told us to eat it.
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