A local chef and friend of mine recently had the pleasure of cooking for an impressive gathering of Boulderites—in a corn field. No, this was not some throwback, Boulder hippie cook-out as I assure you no hemp clothing was worn, no tempeh burgers served and the Grateful Dead was certainly not being played via the tailgate of a VW. Rather, the meal was attended by over 200 diners and included a resplendent five-course meal, complete with wine pairings. Not what you would expect when dining mere yards away from a chicken coop…
Outstanding in the Field (cleverly named, indeed) is a group that orchestrates meals all over and outside the U.S. in unique locations meant to bring diners back to the source. The goal is wonderfully simple, to reconnect diners to the land and the origins of their food, and to honor the local farmers and food artisans who cultivate it. “Senses are heightened in the fresh air. And it's not every day you get to sit next to the person who planted the beans, raised the lamb, and shaped the cheese on your plate,” says founder Jim Denevan.
These meals seem to take slow-food to a new place—uber-slow food, if you will—as the meal is not only meticulously prepared, but also explained in detail by the growers themselves so you know what you are about to consume before tasting your first bite.
Being the foodie nerd that I am, I immediately thought this was a terrific idea. Who wouldn’t want to be wined and dined by a renowned chef under the stars, while getting a course in the origins of my meal? However, it also made me wonder why this source-centric philosophy resonates so much with the consumer and how this idea could be applied to other areas.
Recently, I read an article in my new favorite magazine about a man on a mission to personally meet all those responsible in creating the products he uses—before he uses them. A challenge indeed, he has visited production factories, breweries, even a coffee bean plantation to gain an understanding of just how what he consumes comes to be.
I think this desire for consumers to “take it back to the source” comes from an innate need for connection, as well as a deep yearning to understand the story behind a product, be it their morning cup of coffee, face wash or evening meal. Perhaps it is a consumer backlash against the state of food/products today in all their processed, mechanized and removed glory? What do you think? How could this philosophy of “getting to the source” be applied to other realms or industries? Why does it matter?
