Foreign Food Mart, an International Experience

International Grocery Store Project: Foreign Food Mart

(identifying 5 import items and giving a historical background in addition to dietary needs/interests, religious interests, import/export standards, etc)

 

             Foreign Food Mart in Itaewon, the area in Seoul historically known for foreign housing and foreign food restaurants catering to the foreign residences, is my favorite place to shop. For my interests, it offers a wide variety of beans, legumes, spices, as well as a few fresh vegetables and fresh herbs that just can’t be found on the Korean market. As a gluten-free near vegan, here I can find quite the food variety to extend my diet, but even if I’m not extending the diet, I’m very curious to know what’s new on the shelf, especially as the shop, which opened in 2006, has expanded several times. The store most recently expanded around New Year’s, at which time they added another 30-40% floor space, and the imports now appearing on the shelves are getting even more interesting.

One of my old standby purchases is Rotary® Onion Crackers, a product of Indonesia. Its four ingredients are incredibly simple—tapioca flour, garlic, salt and coconut oil. The product carries the seal of Majelis Ulama Indonesia which has halal in both English and Arabic at its center. Majelis Ulama Indonesia was established in 1975 and is Indonesia’s top Muslim clerical body for producing fatwā, the giving of legal judgment according to Islamic law, and for advising the Muslim community on contemporary issues. With the Indonesian Ulema Council’s seal, this product is approved for religious dietary consumption by the 1.62 billion global Muslims, that is, 23% of the world’s population and with the largest population living in the country of the products manufacture. As the entire simple packaging is written in English with the exception of the dual-lingual ingredients and the seal itself, this product targets English speaking countries. It also meets USA market standards with a clearly labeled product, the ingredients easy to read, the manufacturer’s name, address and contact provided, and the nutrition facts label present. Although this product will attract the eyes of Muslims in foreign countries, it by its simplicity and a cracker with a flavor, onion, well-liked by Americans, will be well received in the US or by people with savory proclivities, and particularly so by the more health conscience label readers and those wishing to be gluten-free, not an issue in a country where gluten crops aren’t grown and so the need for gluten-free labeling isn’t regarded as necessary or economically gainful yet.

            Crown Farms Vegetable Samosa is a product I’ve tried in the past, and is indeed very tasty and very spicy, as are most foods associated with Bangladesh, where it is manufactured. Eurasia Food Processing in Bangladesh manufactures the product but Euro Foods Group of England imports and distributes it, by all accounts for reasons of providing exotic food items to the more northern United Kingdom and also for boosting the growing Bangladeshi economy. This is definitely an export item, and not for sale in Bangladesh as the only Arabic word on the box is halal. The product is marketed toward Muslims or, more specifically, people in English, French or Italian speaking countries, as the ingredient list and preparation instructions are in those languages. The ingredients are whole foods with the filling containing mixed vegetables, salt, sugar, spices (onion, garlic, ginger, cumin powder, coriander powder, turmeric powder), vegetable oil and water, and the pastry is a composition of wheat flour, water, vegetable oil and salt. I couldn’t find evidence of this product being sold in the US which makes sense as, according to the FDA, all ingredients must be labeled in their descending order as based on weight, and this product doesn’t seem in compliance with that regulation, e.g. salt couldn’t possibly be the ingredient second in weight; the product would be sodium saturated and would far exceed the labeled sodium amount of less than 2,600 mg per serving, the single samosa. As for what the Food Standards Agency (FSA) of the UK requires on their labels, I wasn’t able to locate specifics but a FSA website did state that Scotland, Wales and Northern Ireland had different standards than England. In any regard, samosas, a name of Persian origin, have become widespread across the southern regions of Asia, the Arabian Peninsula, the Mediterranean, and in various parts of Africa, not to mention the large ethnic groups who have migrated from these countries or the many people previously exposed to these countries. Samosas have great global popularity and their popularity is further growing, putting this product as high on the well-to-be-received list in a number of countries.

            One item in the mart that reminds me somewhat of baklava is Mo’pleez Soan Papdi, a product of India where it is a traditional dessert. Unlike Greek and Turkish baklava with the main ingredients being honey and/or sugar, wheat flour, cloves, cinnamon, frequently walnuts and typically phyllo, soan papdi typically contains sugar, gram flour, perhaps wheat flour, ghee, cardamom and often pistachios. Influences between the desserts may exist, but obvious regionalism from accessible ingredients influence the overall products. Although soan papdi also is a dessert, it is more savory than baklava. This particular soan papdi is packaged in three languages (English, Arabic and French) and is apparently for export. The packaging cites the ingredients sugar, refined peanut oil, chick pea flour, wheat flour, cardamom, almonds, pistachios and gluten. No preservatives or additives are included in this label, and by including the batch number, manufacturing date and expiration date, there seems careful concern in ensuring a quality product to a discriminating market. Though India homes the third largest population of Muslims in the world, no halal label is present on the packaging which perhaps unwittingly marginalizes the 177,291 Indian Muslims, or perhaps the target group, if the product is to be sold within country, is the vegetarian, the group (actually the majority of India) which traces its history back to 500 BC when India saw a rise in Buddhism and Jainism, the religions that practices ahimsa or “non-violence”. This product bears the symbol for “vegetarian”, a word only in existence since about 1847 and which was derived from the Latin vegetari, meaning “to enliven”; it was coined by Brits in reference to Britain’s colonial Indian vassals. Two other symbols include a recycling awareness, a larger concern in Western societies than in India, and a European Snack Association symbol, which is an organization that promotes savory snacks to the UK. Commerce between the England and India, England’s former colony, is expected to double by 2015, and this product will likely be included in promoting the trade connection.

             Lemnos Mediterranean Lifestyle Sun-dried Tomatoes were in refrigeration and were a product of, surprisingly, Australia. The concept of the Lemnos brand was conceived on an island in the Aegean Sea and now manufactures “premium quality Mediterranean style cheeses and dairy products” to about 40 countries. It even declares itself the number one dairy company in the world, and holds certifications for halal, Hazard Analysis and Critical Control Point (HACCP), Safe Quality Food (SQF), Dairy Safe, and organic. This particular product has no dairy which seems to be the focus of the brand, but the two kilogram pail is marketed towards the Muslim community within Australia and worldwide by its English and Arabic label of halal. No claims to this product being organic exist, nor does it seem to be aimed for the US market as measurements are limited to kilograms, unlike the onion crackers, samosas, and soan papdi already discussed. However, there is awareness of a growing population with gluten allergies, and included in the nutrition facts label is a label for gluten, a listing that is not typically seen and certainly not required on such labels. Certainly the FDA does not require it.
 

            The item at the Foreign Food Mart which most surprised me was the Tropiway™ Plantain Fufu Flour. Fufu flour is an African food, and yes, of late there is a very mixed African population in Korea, so there is a market here. Yet, this product is out of place. First of all, this mart seems to cater to Indians, Middle-Easterners of which the owner is one being from Bangladesh, to Thai, Filipinos, Vietnamese, among others, which include the very large and diverse English speaking expats in education and business. This item is the only identifiable African food in the mart; however, it’s only African by name when, in fact, it is an American manufacture. As Sudanese political refugees relocating to the US stated concerning the American packaged and processed food they encountered on the flight, “American food is not food”. They were used to whole and unprocessed foods, not highly processed pseudo-foods with flavor enhancers and chemical attributes. This fufu flour lists on its ingredients—plaintain, granular potato, cassava, mono and diglycerides, BHT (to protect flavor), sulphites (as preservatives), FD&C yellow #5. This list of non-food items might be accepted by Americans used to such ingredients, but why would this item be in this store? And, it must be asked, who would the market even be back in South Carolina where the 28.1% black population seems to be black Americans, not African Americans craving food memories from their mother country?

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