Tell Me What You Eat, and I’ll Tell You Who You Are

1279 Words Dec 6th, 2010 6 Pages
Shady Bahsoun
Amst 276
December 8,2009
Research Paper #2

“Tell me what you eat, and I’ll tell you who you are”

“Tell me what you eat, and I’ll tell you who you are” once said French lawyer and gastronome Jean Anthelme Brillat-Savarin. With the growth of food import/export around the world and the opportunities of expansion in foreign coutries: Could Brillat-Savarin’s statement still be possible today or has it completely lost ground? Food is one of the fields in which globalization has faced and is facing very strong and persistent resistance across the globe. How do firms work past this? With climate, flora and tastes changing from one region to another, our blue planet houses a plethora of different grains, which are
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“Campbell’s canned soups mostly vegetable and beef combinations packed in extra-large cans did not catch on in soup-loving Brazil. A postmortem study showed that most Brazilian housewives felt they were not fulfilling their roles if they served soup that they could not call their own” (Smith, 2007). Globalization faces a tough resistance in the field of food not only because of incompatible tastes (although it is one major reason) but also because of cultural aspects, how it is eaten, how it looks, if the marketing strategy suits the target well “Foreign food companies took a beating in China until they learned that the Chinese believe in “cooling” and “warming” foods” (Marling, 2006, p.94). Smith shows us that Brazilian women were reluctant to buy Campbell’s canned soups because it alters the role they play in the kitchen. They do not like the idea that the soup is already made, they want to feel they were part of the process. “[instead,]Brazilian housewives had no problems using dehydrated competitive products, such as Knorr and Maggi” (Smith, 2007) because those products only did part of the job, housewives did not feel useless. Another big food chain, which underwent strategical restructuration, is KFC, Kentucky Fried Chicken. KFC was exported to China in 1987 right when China was starting to loosen the grip it had over its economy. The owner of KFC is Yum brands who also owns other franchises like Pizza Hut: “Yum has

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