Category Archives: pure food and wine

Sixty-Dollar Finger Food

This blog really isn’t about restaurant reviews, but I’m gonna throw this out there anyway, since I recently went with a friend who, like me, just wants to get out the low-down on this joint. Pure Food and Wine, an all-raw vegan gourmet restaurant on Irving Place near Union Square in Manhattan, is a joke. Don’t go there, raw vegans, if you don’t want to get robbed. They charge an insane premium for presentation, prestige and pop marketing, and they don’t even really feed you. Both of us recognized that the food tasted good, but they have you paying around $25 for a plate of grub no bigger in volume than a fist, maybe a fist and a half.

I had the “Zucchini, Local Heirloom Tomato Lasagna” off their menu. Delicious. Cost $24 and it was one small little plate. My friend had the “Sweet Corn and Cashew Tamales with Chili Spiced Portabella” dish. Also delectable and scrumptious. Cost $26 for a single modest serving. And we were told that these were the largest dishes they served. We were far from full after chomping those. Already the money spent would have paid for like seven bags of produce – fruits and veggies – to fill me for days, not minutes. This was the first blow.

Meanwhile, as we ate, we were bumped from our seats so they could combine our old table with others to accommodate a larger party. My friend wondered if they felt comfortable doing that since we were the only Africans at the time in the establishment, but then the house promised us a single desert dish for the inconvenience, and we held them to that. We decided to share the “Pumpkin Cheesecake” dish, worth $15. And we were astounded when they presented this dish to us, a single slice of this mock cheesecake literally two square inches in size. Not making that up – it was a little square like a Rubik’s cube. And a spoon – one spoon – of the faux “brown ale ice cream” that goes with it. Worth fifteen freaking dollars! This was the second blow, the one that truly knocked our heads sideways. Thank goodness that little morsel was on the house!

My friend had some insightful comments about the food culture this represented, a French or European one that valued presentation over everything, over actually being fed. It’s artisanal food. We as Africans, she remarked, could perhaps do a better job of presenting our food, in the broader culinary world. But as a general rule, we serve food to feed each other, to get full. At African households the world over, people are making food and then hollering “come eat!” in whatever language they may be speaking over the sweet or savory aromas of food prepared with a purpose.

I added that this is a result of successful marketing and the brilliant manufacture of taste that is also a part of culture and commerce. Those who have real money to burn – not us, who did this as a one-time excursion with the mindset of culinary students – seem not to mind paying such a great cost to have the experience of “beautiful food” over which only to socialize and make aesthetic remarks. The rest of us just need to eat and sooth our hunger.

I’m not a calorie-counting, portion-size worrying eater. As a raw vegan and a person who lives a physically active lifestyle, I don’t much need to be. I eat when I’m hungry and until I no longer am. So I need to be fed well and good. And the sorts of portions you’ll find at Pure Food and Wine will not do the trick, nor is it worth the money to take a gamble and see if it will work for you – if you’re anything like us, it won’t.

Furthermore, the sort of premiums a place like Pure Food and Wine present are perhaps what can make veganism, particularly raw veganism, unappealing to the everywoman and the everyman out there struggling to get paid by whatever means. An aloof, wealthy, overwhelmingly white crowd hobnobbing over expensive nibble-food turns my comrades and I the hell off, and every other person from the world I know of working-class folk of color. Veganism should look good, taste good, be practical to prepare, be abundant, and most of all be affordable. Fresh fruits and veggies and other healthy plant-based items are still largely unavailable in all the hoods I know around the NYC area. How much of an extreme is it then to take a stroll out of a food desert to downtown to see what veganism looks like as this fancy highfalutin finger-food experience.

So we learned something through the whole affair, and socialized with one another, and made a pleasant evening out of the wallet-vacuuming experience. The flavors presented to us were excellent and unique, inspiring more curiosity about how to combine spices to match or surpass those wonderful tastes.

But we were also reminded that we’re just fine doing things practically, the African way, in which we eat to eat. Any place you go out for food where they charge Fort Knox money for finger food, walk away, walk to the farmer’s market or grocery store nearest you, get whatever healthy stuff you can get, and do something funky-fresh and dope with it in your own kitchen.

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