Phew. The holidays are so exhausting. It seems that National Blueberry Month, Peach Month, Picnic Month, Baked Bean Month, Sandwich Month, Goat Cheese Month, Salad Week, Ice Cream Day, Toasted Marshmallow Day, Spumoni Day, Sponge cake Day, Mustard Day and Trail Mix Day are barely over. And look, now it’s time for Honey Month, Biscuit Month, Fried Chicken Month, Mushroom Month, Rice Month, Date Nut Bread Day, Cream Filled Doughnut Day and Pancake Day.
Do we live in an amazing country, or what? We celebrate the bounty of our fruited plains like nobody’s business.
No, my name is not Pollyanna, and I didn’t just fall off the turnip truck. I’ll gladly admit that the food holidays seem to be getting a bit out of hand.
But instead of jumping headlong into the ocean of cynicism that has engulfed America, and assuming the worst–that these holidays are nothing more than the marketing tools of big business–I decided to speak to the authorities.
So I e-mailed Todd Hultquist, senior manager of media relations for the Food Marketing Institute, in Washington, D.C.
“These types of special events provide a great opportunity for retailers to have fun with their customers in an Americana sort of way,” he wrote, after admitting that the Institute has “very little data on the issue of food holidays.”
“They are especially beneficial to smaller, independent retailers, who often have more flexibility in merchandising and promotions. . . .”
I’m all for independent businesses, but I can’t really see where the fun is for me, personally, where these holidays are concerned. Not once in my life have I been invited to a National Sandwich Month celebration. And if there are Fried Chicken Day parades or Baked Bean Month dances that I’m not being invited to, I’d certainly like to know about them.
That’s part of the problem: There are no government announcements, calendar notations or special greeting-card aisles in the drug store for food holidays. Which I had to admit was somewhat suspicious. Maybe National Catfish Month was not an official holiday after all?
“As far as consumers are concerned, it’s kind of irrelevant whether it’s official or not,” said John L. Stanton, professor of food marketing at St. Joseph’s University, Philadelphia. “They don’t get a day off work, let’s put it that way.”
I was crushed by his response to my growing suspicion that these holidays were indeed mere marketing ploys.
“Yes, they are,” he said. “About 99.999 percent of them.”
And just how long has this been going on?
“Does ‘since time immemorial’ sound too long?” he replied.
The glut in food holidays can be attributed to what he describes as a “lemming mentality” in the food industry: “Everyone wants to be first at being second. Someone with sweet peas might say, ‘Hey, there’s a Lima Bean Week. We can have a Sweet Pea Week.’ “
So, he’s never met anyone who has been invited to a Lima Bean Week function, or a Pot Roast Month affair?
“Nah. No.” he said. “These are really between the manufacturer and the retailer. Think about the poor tapioca salesmen. They go in and they say, ‘We’re here to sell you more tapioca.’ And [the retailers] say, ‘Well, give me what you gave me last month.’ So they’re just looking for ANY kind of edge.”
Like the cardboard cutout Tapioca Queen doing the tapioca dance, or the free in-store tapioca tasting, in honor of National Tapioca Month?
“Exactly,” he said. “It’s called a secondary display, and it’s very effective.”
My heart goes out to struggling tapioca salesmen, but I was starting to feel a little depressed. The word “holiday” was beginning to have a hollow ring. I may as well declare a holiday of my own, I told Stanton. I decided to declare August National Fava Bean Month.
“I don’t think anyone could stop you,” he said.
Still, a party of one is a lonely affair. I wanted to be a part of something real.
Since it just happened to be National Hot Dog Day (July 21), I e-mailed the people at the American Meat Institute (AMI) in Washington. They asked me to call the next day because everyone was at the institute’s annual “Hot Dog Lunch on the Hill.”
This was not some kind of fly-by-night holiday. In 1957 the U.S. Chamber of Commerce designated July National Hot Dog Month.
Hot Dog Day was a huge success, AMI’s senior vice president for public affairs, Janet Riley, told me the next day. Free hot dogs, appearances by Hall of Fame pitcher Ferguson Jenkins (of the Cubs), press coverage by CBS, CNN, CNBC, Fox. About a thousand people showed up, including members of Congress, people from agricultural and environ-mental committees, the cattlemen’s association, the dairy people. But Riley assured me, “It’s not a lobbying event.”
It sounded like a blast, and the more Riley talked about Hot Dog Day, the more I looked forward to the celebration next year.
“When we walk around Washington in the spring, the question is not ‘What’s your position on this important issue?’ It’s ‘Who is going to be there for Hot Dog Day?’ … It’s one of the most popular social events on the Hill.”
Unfortunately, I discovered that Hot Dog Day also is an invitation-only party. And since I’m not a part of the political world or the hot dog world, I guess I won’t be attending. Which is sad. But it’s nice to know that I’m still free to take out my credit card, buy a cartload of hotdogs from the cornucopia my local grocer has to offer, and throw a Hot Dog Day party of my very own next July.
Do we live in a great country, or what?
Craving a holiday?
Make a note of these selected food months, weeks and days, all gathered from various Web sites. Have a party!
JANUARY
– Soup Month, Oatmeal Month, Prune Breakfast Month, Hot Tea Month
– Bean Day (6), Hot and Spicy Food International Day (16), Cheese Day (20), Pie Day (23), Buttercrunch Day (20), Corn Chip Day (29)
FEBRUARY
– Cherry Month, Sweet Potato Month, Potato Lover’s Month, Chocolate Month, Canned Food Month, Snack Food Month, Grapefruit Month
– Pancake Week (21-27)
– Plum Pudding Day (12), Gum Drop Day (15), Chocolate Mint Day (19), Tortilla Chip Day (24), Pistachio Day (26)
MARCH
– Peanut Month, Frozen Food Month, Noodle Month
– American Chocolate Week (14-20)
– Crown Roast of Pork Day (7), Potato Chip Day (14), Poultry Day (19), Chip and Dip Day (23), Chocolate-Covered Raisin Day (24), Pecan Day (25), Waffle Day (25), Clams on the Half Shell Day (31)
APRIL
– Pecan Month, Soy Foods Month
– Egg Salad Week (11-18)
– Peanut Butter and Jelly Day (2), Eggs Benedict Day (16), Cheeseball Day (17), Jelly Bean Day (22), Garlic Day (19), Pigs in a Blanket Day (24), Zucchini Bread Day (25), Shrimp Scampi Day (29)
MAY
– Chocolate Custard Month, Egg Month, Barbecue Month, Hamburger Month, Salad Month, Salsa Month, Strawberry Month
– Raisin Week (1-7), Herb Week (2-8)
– Candied Orange Peel Day (4), Hoagie Day (5), Beverage Day (6), Roast Leg of Lamb Day (7), Chocolate Chip Day (17), Escargot Day (24), Hamburger Day (28), Macaroon Day (31)
JUNE
– Frozen Yogurt Month, Fresh Food and Vegetable Month, Turkey Lover’s Month, Dairy Month, Iced Tea Month, Papaya Month
– Doughnut Day (2), Applesauce Cake Day (6), Chocolate Ice Cream Day (7), Chocolate Eclair Day (22), Chocolate Pudding Day (26)
JULY
– Hot Dog Month, Blueberry Month,Baked Beans Month, Picnic Month, Ice Cream Month
– Fried Chicken Day (6), Strawberry Sundae Day (7), Pecan Pie Day (12), Tapioca Pudding Day (15), Peach Ice Cream Day (17), Ice Cream Day (17), Caviar Day (18), Vanilla Ice Cream Day (23), Milk Chocolate Day (28), Cheesecake Day (30)
AUGUST
– Catfish Month, Peach Month
– Raspberry Cream Pie Day (1), Ice Cream Sandwich Day (2), Watermelon Day (3), Mustard Day (5), Sneak Some Zucchini On Your Neighbor’s Porch Night (8), Creamsicle Day (14), Potato Day (19), Spumoni Day (21), Spongecake Day (23), Cherry Popsicle Day (26), Toasted Marshmallow Day (30), Trail Mix Day (31)
SEPTEMBER
– Honey Month, Biscuit Month, Chicken Month, Fried Chicken Month, Ethnic Foods Month, Mushroom Month, Rice Month, Better Breakfast Month
– Date Nut Bread Day (8), Chocolate Milkshake Day (12), Cream Filled Donut Day (14), Pancake Day (26)
OCTOBER
– Apple Month, Pasta Month, Cookie Month, Pizza Month, Pork Month, Popcorn Popping Month, Seafood Month, Pretzel Month, Dessert Month, Pickled Peppers Month, Caramel Month (bull) Frappe Day (7), Moldy Cheese Day (9), Angel Food Cake Day (10), Brandied Fruit Day (20), Nut Day (22), Bologna Day (24), Chocolate Day (28), Candy Corn Day (30)
NOVEMBER
– Peanut Butter Lover’s Month
– Fig Week (1-7)
– Deviled Egg Day (2), Sandwich Day (3), Bittersweet Chocolate with Almonds Day (7), Pizza with the Works Except Anchovies Day (12), Homemade Bread Day (17), Cashew Day (23), Parfait Day (25)
DECEMBER
– Cookie Cutters Week (5-11)
– Pie Day (1), Fritters Day (2), Gazpacho Day (6), Cotton Candy Day (7), Pastry Day (9), Noodle Ring Day (11), Bouillabaisse Day (14), Lemon Cupcake Day (15), Chocolate Covered Anything Day (16), Maple Syrup Day (17), Suckling Pig Day (18), Oatmeal Muffin Day (19), French Fried Shrimp Day (21), Hamburger Day (21), Date Nut Bread Day (22), Egg Nog Day (24), Pumpkin Pie Day (25), Fruitcake Day (27), Bicarbonate of Soda Day (30)
Here are a few recipes to help you celebrate upcoming food holidays or to use anytime.
Grilled zucchini with tomato and olive salad
Preparation time: 20 minutes
Cooking time: 12 minutes
Yield: 4 servings
If celebrating Sneak Some Zucchini On Your Neighbor’s Porch Night (Aug. 8), this side dish would make a lovely addition to a buffet table. It’s adapted from “Fresh From the Farmers’ Market,” by Janet Fletcher.
3 medium zucchini, cut lengthwise into 1/4-inch slices
2 tablespoons extra-virgin olive oil
1 1/2 teaspoons minced fresh thyme
24 pitted Nicoise or other black olives
1 tomato, seeded, finely chopped
1 clove garlic, minced
1 tablespoon chopped capers
1 1/2 teaspoons red wine vinegar
1 teaspoon salt
Freshly ground pepper
8 to 10 basil leaves, torn in half
1. Prepare a grill or grill pan. Place zucchini slices on a platter or baking sheet; sprinkle with 1 tablespoon of the olive oil and all the thyme; toss to coat. Set aside.
2. Combine olives, tomato, garlic, capers, wine vinegar and remaining tablespoon of the olive oil in a small bowl; set aside.
3. Season zucchini slices with 1/2 teaspoon of the salt and pepper to taste; grill on both sides, in batches, until they begin to brown, about 3 minutes per side. Transfer to a large serving platter; arrange in a single layer. Season the tomato mixture with remaining 1/2 teaspoon of the salt and pepper to taste; spoon over the zucchini. Scatter basil leaves over tomato mixture.
Nutrition information per serving:
99 calories, 83% of calories from fat, 10 g fat, 1 g saturated fat, 0 mg cholesterol, 4 g carbohydrates, 1 g protein, 878 mg sodium, 1.5 g fiber
Spongecake with rich lemon filling
Preparation time: 20 minutes
Cooking time: 20 minutes
Cooling time: 2 hours
Yield: 12 servings
When celebrating Sponge cake Day (Aug. 23), use a lemon filling to add a delicious spark to this recipe adapted from “The Kitchen Detective,” by Christopher Kimball (the name as published has been corrected in this text).
Lemon filling:
1 1/4 cups plus 2 tablespoons cold water
1 cup sugar
1/4 cup cornstarch
1/8 teaspoon salt
4 egg yolks
Zest from 1 lemon, juice from 2 lemons
2 tablespoons unsalted butter
Cake:
1/2 cup cake flour
1/4 cup all-purpose flour
1 teaspoon baking powder
1/4 teaspoon salt
2 tablespoons milk
1/2 stick (1/4 cup) unsalted butter
1/2 teaspoon vanilla
5 eggs, separated
3/4 cup sugar
1/4 teaspoon cream of tartar
1/4 cup confectioners’ sugar
1. For filling, heat water, sugar, cornstarch and salt to a simmer in a large non-reactive saucepan over medium heat, whisking occasionally until mixture becomes translucent, about 5 minutes. Whisk in the egg yolks, 2 at a time. Whisk in the zest and lemon juice. Whisk in the butter. Heat the mixture to a simmer, whisking constantly, until very thick, about 8 minutes. Place plastic wrap directly on the surface to prevent a skin from forming. Cool to room temperature, about 2 hours. Do not stir filling once it has set.
2. Meanwhile, for cake, heat the oven to 350 degrees. Grease two 9-inch cake pans; cover bottoms with rounds of parchment paper or wax paper; set aside. Whisk flours, baking powder and salt together in a medium bowl; set aside. Heat the milk and butter in a small saucepan over low heat until butter melts, about 4 minutes. Remove from heat; add the vanilla. Cover.
3. Beat egg whites in a large mixing bowl with a mixer on high speed until foamy, about 30 seconds. Add cream of tartar and 6 tablespoons of the sugar, 1 tablespoon at a time, continuing to beat until the whites form soft peaks, about 4 minutes; set aside.
4. Beat egg yolks in a large mixing bowl with a mixer on medium-high speed; add the remaining 6 tablespoons of the sugar. Beat until mixture is thick and a pale lemon color, about 5 minutes. Add the beaten egg whites to the egg yolks; do not mix.
5. Sprinkle the flour mixture over the egg whites; beat with a mixer on low speed 10 seconds. Make a well in one side of the batter; pour in the butter and milk mixture. Gently fold the mixture together until just combined, about 8 strokes.
6. Pour into prepared cake pans. Bake until light brown and tops spring back when touched, about 18-20 minutes. Cool completely on racks. Run a thin knife around the inside of the cake pans; invert onto the racks to release cakes from the pans. Remove paper.
7. Place one cake layer on a serving platter. Spoon the filling over the layer; spread evenly to the cake edge. Place the second layer on top. Dust with confectioners’ sugar.
Nutrition information per serving:
246 calories, 34% of calories from fat, 9 g fat, 5 g saturated fat, 172 mg cholesterol, 35 g carbohydrates, 5 g protein, 148 mg sodium, 0.5 g fiber
Old-fashioned blackberry pie
Preparation time: 25 minutes
Standing time: 15 minutes
Cooking time: 50 minutes
Yield: 10 servings
Celebrate National Pie Day (Jan. 23) with this recipe adapted from “The Berry Bible,” by Janie Hibler.
4 cups (2 pints) fresh blackberries or other fresh or frozen berry
2/3 cup plus 1 tablespoon sugar
3 tablespoons quick-cooking tapioca
1 tablespoon unsalted butter, cut into 4 pieces
2 tablespoons milk
2 unbaked 9-inch pastry shells
1. Heat the oven to 400 degrees. Place berries in a bowl; toss with 2/3 cup of the sugar and the tapioca. Set aside 15 minutes to macer-ate.
2. Transfer berries to a pie plate lined with pastry; top the mixture with butter. Top filling with remaining pastry, tucking the edge of the top crust under the edge of the bottom crust; crimp the edges. Brush the top (not the edges) with the milk; sprinkle with the remaining 1 tablespoon sugar. Cut slits in the top crust; cover the edges of the pie with foil or a pie shield.
3. Transfer pie to a baking sheet; bake until the filling is bubbly and the top of the pie is golden, about 50 minutes. Cool on a wire rack.
Nutrition information per serving:
236 calories, 37% of calories from fat, 10 g fat, 2 g saturated fat, 3 mg cholesterol, 36 g carbohydrates, 2 g protein, 168 mg sodium, 0.3 g fiber
Deviled herb-stuffed eggs
Preparation time: 25 minutes
Cooking time: 5 minutes
Cooling time: 20 minutes
Yield: 4 servings
Serve this refreshing version of stuffed eggs for National Egg Month (May) or Deviled Egg Day (Nov. 2). The recipe is adapted from “How to Cook Everything,” by Mark Bittman.
4 eggs
2 tablespoons minced fresh parsley leaves
1 tablespoon each: chopped capers, minced fresh basil leaves, olive oil
1 teaspoon Dijon mustard
1/2 teaspoon salt
1/4 teaspoon each: finely minced garlic, ground red pepper
Freshly ground black pepper
Small basil leaves and parsley sprigs, optional
1. Cover eggs with water in a medium saucepan. Heat to a boil over medium-high heat; cover. Turn off heat; let cool 20 minutes. Drain water; immediately shake pan to loosen shells. Peel eggs.
2. Halve eggs; gently spoon yolks into a medium bowl. Add pars-ley, capers, minced basil, olive oil, mustard, salt, garlic, red pepper and black pepper to taste; mash. Spoon into egg white halves on a platter; garnish with basil leaves and parsley, if desired.
Nutrition information per serving:
106 calories, 71% of calories from fat, 8 g fat, 2 g saturated fat, 211 mg cholesterol, 1 g carbohydrates, 7 g protein, 471 mg sodium, 0.1 g fiber
