New moms, celebrities prefer raw and organic food

It is Arti and Kailash Surendranath’s first trip to former Test cricketer Dilip Doshi’s Organic Haus store. “Fruits and vegetables apart, even if it’s brown rice or rock salt, I prefer to buy organic foods because they’re healthier,” says Arti.

The market for organic produce may be niché, both worldwide and in India, but a growing number of consumers are attracted to the idea of fresh produce. The Slow Food movement worldwide, of which organic food is a part, is seeing a revival of traditional indigenous produce cultivated as close to natural conditions as possible.

Mumbai-based organic food proponent and businesswoman Kavita Mukhi says that in the last few years, demand for organic food has increased “dramatically”. Besides her organic food store, she also organises the Farmer’s Market on Linking Road in Bandra every Sunday during the harvest season. Here, organic farmers from around Mumbai sell their produce directly to the consumer. Singer Raageshwari Loomba says this market is worth visiting because of the freshness of the produce.

‘Popular with new moms too’
Kavita says that organic food can be eaten raw after just washing it — something that’s not advised with fruits and vegetables treated chemically. Adds Farzana Contractor, who grows organic vegetables and spices at her Karjat farm: “On the other hand, the coriander available in the marketplace can be a source of many diseases.”

Etiquette coach Sabira Merchant says she was prone to stomach infections until she switched to organic food. “For about five years now, Chhotu (her husband) and I have been eating organic food,” she says. “I sometimes pull radishes out of the refrigerator and eat them raw, without worrying about the consequences. Sure, they’re more expensive, but I couldn’t be bothered about paying that little bit extra.”

This new fad for organic produce is not just a ‘celebrity’ obsession, says Vinita Mathur, who runs The Health Shop in South Mumbai. The organic food store is a favourite with new parents too, she says. “Organic baby foods are the most popular items,” says Vinita. “Especially with those who believe in preventive healthcare and want to save on doctors’ fees.”

‘Can’t compare pricing’
Dilip Doshi imports organic produce primarily from Germany, which he says is at the forefront of the ‘quality organic revolution’. “Naturally, one can’t expect the prices to compare with conventionally-grown food, but that’s mainly because organic farming land occupies limited space worldwide,” he says.

While there are a few, like Kavita Mukhi, who believe that organic food is a step towards saving the planet, others are concerned about escalating cost and quality of produce.

“On paper, organic foods seem worth the price. But if they get 25-30% more expensive, it starts pinching, as the household help eats the same food we do,” says Arti Surendranath.

Besides, what’s worrisome about the growing organic food movement is that there seems to be no industry standards about what’s organic or not, Arti adds. “One just hopes that the packaging is genuine — until they develop more systematic methods,” she says, adding that she can’t tell the difference between organic food and the vendors’ fare based on taste. “If anything, organic fruits seem a little less sweet than regular fruits.”

French beans with yogurt and mayonnaise
Boil organic French beans open in salted water. Drain. Put in iced water to retain crispiness lIn a cup, mix one tablespoon of mayo with the same amount of yogurt and a dash of mustard. Mix with beans, sprinkle and cracked black pepper.

Stuffed organic tomatoes
Take small organic tomatoes and toss them in boiling water for a few seconds. Peel and scoop out the insides. Let them drain and then refrigerate. lHang yogurt in muslin until thick. Mash skinned and roasted garlic and add to the yogurt. lMake sure the mixture is smooth. Add salt, pepper and a dash of paprika. Tuff into the tomatoes and decorate with organic coriander.