ColumnAre you seduced by the marketing superpower that is pumpkin spice?

Walking last week, I passed a Starbucks.

There would be nothing miraculous about this since Starbucks has a firm grip on the coffee market in the US, and many other places, but I live in Paris. Note that in Paris there are not a lot of Starbucks. In fact a local coffee roaster recently told me that it took forever to even get a hold on the market here, because while there are a few Parisians nowadays that grab their coffee to go, walking and drinking is simply not part of French culture.

Parisians want to sit and enjoy their coffee.

But alas, Starbucks has gotten a piece of the market share even here, and there are a few shops around town. I passed one the other day and was so appalled at what I saw in front of me that I almost passed out:

A sign for Pumpkin Spice Lattes. Branded in French as “pur bonheur.” Pure happiness.

Yes, the pumpkin spice trend has gotten so out of control that you can now get it in the French capital.

Le sigh. Proof that food trends definitely can have a global reach. In this case, particularly syrupy, overly sweet, industrial lattes.

But why is it that we get so annoyed by the pumpkin spice trend?

First of all, I am not talking about pumpkin spice that you made by roasting up a pumpkin, making a simple syrup infused with cardamom pods and cinnamon sticks and then combining the two.

No, I am talking about anything that comes from a chain store/is processed/has enough orange colored marketing logos slapped on it to give you a headache. Yes, that kind of pumpkin spice. The kind that people get so excited about come every fall.

The reason that the pumpkin spice phenomenon is so off-putting is that it embodies our problem with food: food marketing comes first, and actual food comes second.

Slap “pumpkin spice” on anything, and food marketers do, from greek yogurt to Oreos, and it immediately sounds seasonal. This of course gives us the illusion that we’re eating seasonally. But check out any guide to fall foods, and I can assure you that Pumpkin Spice Oreos will not be on it.

Second, using the word “pumpkin” makes the food product sound seemingly whole, natural and healthy, when we know that the opposite is true. What’s the one ingredient missing from most industrial pumpkin spice products? PUMPKIN.

The underlying truth to all these products is this: pumpkin spice isn’t a real flavor, it’s a marketing tool.

The food industry loves marketing tools, especially those that work well, because it allows food companies to sell more food products. Not real food, food products.

Pumpkin is pumpkin, and you can easily buy one, bake it, add a few fresh spices and bake a pumpkin pie. It will be tasty, and it will be real food. You know what’s great about real food? It doesn’t need a marketing tool. Even better, there’s one thing that real food will get you that food products never will:

Pur bonheur.

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This is the latest installment of Anna Brones’ weekly column at EcoSalon: Foodie Underground, an exploration of what’s new and different in the underground movement, and how we make the topic of good food more accessible to everyone. More musings on the topic can be found at www.foodieunderground.com.

Image: Anna Brones

The post Pumpkin Spice, The All-Powerful Global Marketing Tool: Foodie Underground appeared first on EcoSalon.

What most people fail to realize about the pumpkin spice craze is this: most pumpkin spice flavored things don’t even involve real pumpkin.

Food companies have found the perfect elixir of synthetically made flavors to invoke that cozy flavor of fall, and they do it well. Pumpkin spice makes its way into everything from Oreos to waffles, but if there’s one item that seems to be the leader of the craze, it’s the pumpkin spice latte.

And who wouldn’t want a caffeinated drink that tastes seasonal? The reality is that your average coffee shop pumpkin spice latte isn’t so good for you, what with all the additives, sugar and calories involved.

Still craving a hot autumn drink? There are plenty of seasonal lattes you could be making at home. Here are 10 ideas for fun seasonal latte drinks

1. Actual pumpkin

While the corporate world is busy making pumpkin spice lattes with no real pumpkin in it, that doesn’t mean you have to. Buy a pumpkin, bake it, make a syrup and you’ll be on your way to homemade pumpkin spice latte bliss.

2. Cinnamon

One of the main spices in an actual pumpkin pie, making a cinnamon syrup and adding to a latte gives your drink that extra spicy kick.

3. Maple syrup

A maple flavored latte will have you feeling like you’re in a forest of maple trees.

4. Cardamom

If cinnamon is a bit too average for you, then a cardamom latte may do the trick. How about a coconut cardamom spiced latte?

5. Ginger

We’re not quite into gingerbread season yet, but a gingerbread latte, made with fresh ginger, is easy to make at home.

6. Apple cider

Sure, it sounds like a bit of an odd combo, but a dash of apple cider in coffee gives you the sensation that you’re drinking an apple pie.

7. Butternut squash

Oh hey now, squash in a latte? It’s not weird when it’s pumpkin, now is it? Butternut puree and butterscotch come together for this autumn latte that’s certainly a bit out of the ordinary.

8. Rum

Spike that latte my friends.

9. Sweet potato

This Korean recipe actually doesn’t involve coffee, but it’s warm, creamy and full of seasonal flavor.

10. Salted caramel

Make your own salted caramel and serve up a caramel latte to all your friends, then let the caffeine and sugar kick in.

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Image: Basheer Tome

The post Forget Pumpkin Spice, Here are 10 Other Fall Flavors to Put in Your Latte appeared first on EcoSalon.