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How Fresh is Fresh?




When I was young, I would go with my father or brother, to the village cool store. It lived up to its name as it was certainly cool. We would pick up a crate of apples or pears to take back to the farm. While in cool storage, the produce remained fresh. Anything that wasn’t was thrown out by the operators.

               Today, we have numerous supermarkets attempting to own the word ‘fresh.’ For some outlets, it has become a clear part of their brand.

               But how fresh is fresh? Fruit and vegetables are not marked with a use-by date, like other store products. They have also been in storage, and many may have had some form of chemical enhancement along the way, before or after delivery to the store. Some are so fresh; they are not even ripe, while others are over-ripe. Some, would say, they are past their use-by date.

               Now, let’s look down the other aisles of the supermarket. Recently, I purchased a packaged cold meat, aimed at a sandwich or pizza topping. On the same day before use, I noted that it was ten days beyond the use-by date. I rang the store, and they cordially apologise and told me to bring the product back for instant replacement, which I did.

               There is something wrong here. What ever happened to quality control? They have staff packing shelves, but their job is to replenish, placing new products at the back of the row. Who is checking the front of the row?

               What would have happened if I hadn’t woken up to the use-by date on that day. Salmonella, perhaps? What a thought? One to two weeks of diarrhea, fever chills, stomach cramping, and the list goes on. And where does the legal liability sit. I can tell you if I got a dose of salmonella, I know damn well know those to whom my lawyer will be talking.

               Next time you are at the supermarket, observe the shelf replenishers, particularly, packed salad mixes and vegetables. New supplies are crammed at the back of older stock. If you want the product, fossick to the end of the line.

               Also, be wary of on-the-spot specials. These products are either due to be consumed that day or the next unless they are destined to go straight into the freezer. If that is the case, mark the date that it goes into the freezer; otherwise, you will forget and the next time you are going into the freezer, you will think it out of date and throw it out – this is not applicable to all products. Look at the on-the-spot specials, as some may have expired the day before.

               On the spot specials, usually marked with a red label or other, to catch the eye of the consumer, doesn’t make them bad – just be cautious of when and how you plan to use them.

When    it comes to freshness, like many things we purchase – caveat emptor.

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