Fall is here. It is that time of year when we get to enjoy those beautiful yet oddly shaped squashes. Their strange shapes and irregularities add to their charm. So do their colors, with the oranges, yellows and greens. We look at them and are ready to take them home. But after making a nice table setting, we ask ourselves, “How do we eat this thing?”
We Americans have a complicated relationship with our health. In one recent year, we spent $24 billion on gym memberships, $30 billion on athletic apparel and $60 billion on weight loss. There are new types of workout facilities popping up everywhere, new diet plans, and studies about what it means to eat healthy or not. Despite an overall drop in book sales, cookbooks are selling at an all time high. The Food Network has more than 40 million viewers a week.
Delivering all the ingredients and step by step directions ought to be a part of a personal relationship. We want our customers to feel a connection to Sue Sheff. We imagine her to be that aunt who was a really good cook. Sue is a name from a previous generation. It is a name that comes from an era of home cooking, a time when people gathered together in a kitchen to chat and share about their day.