When you’re trying to convince people of something, it’s an enormous advantage if what you’re trying to convince them of happens to be actually true.
Who calls themselves Eat Me?
Hello, nice to meet you. My name is Ankit. I am the son of the mum (self-professed chutney queen) and son (an unprofessional chef) team that started a small company teasingly named by my dad, Eat Me Chutneys.
Although the exact founding date eludes us, one of the first activities Mum and I embarked on was selling Tamarind & Fig chutney at the weekend markets in Sydney.
Little did we know, this resulted in a year-long journey to find suppliers and growers that look after their land.
Fairtrade Australia facilitated contact with a gaggle of global and local suppliers and Eat Me eventually became the one and only company in Australia and New Zealand (and 1 of 2 globally) to offer certified Fairtrade chutney.
Let’s face it, this is kind of a big deal.
What's with chutneys?
Glad, you asked.
While at the markets, we soon found ourselves engaging in weekly yarns to farmers who have seen things and been around.
It confirmed what we suspected - a lot of unsold and excess produce was being discarded in the supply chain.
To promote self-esteem amongst wonky yet gorgeous produce - seemed like an appropriate mission statement thing for Eat Me.
Our postcard pitch joyfully presents what we do - we're a little different (and delicious). Just like people, fruits and vegetables are rejected for their lumps, bumps and blemishes, twists, kinks and colour.
We say embrace them all. We rescue produce from smallholder Australian farmers and convert into lip-smacking products.
To date, we've rescued 6.05 tons of produce and converted it into, well, lots of jars of chutney that we've then sold.
So, we're guessing there's people who actually like them.
Who do we make chutneys for?
Some people like tomato ketchup.
Other people like variety and textures of a chutney. They enjoy the visual artistry of a delicious chutney that has highs and lows.
They like remembering where they bought the jar or who they received it from. They love seeing them in their fridge; they love having special part of the fridge dedicated to chutneys.
At times, they hide their favourite jar from the family and steal a cheeky spoonful in a rare moment of quiet.
And when it’s down to the bottom of the jar, they scoop out every bit. For re-fills, they don’t need reminders on shopping lists. They just know.
They are allergic to uninteresting supermarket offerings - they delight in out-of-the-way and the rare, the well-made and hard to accomplish. And at times, provocative.
To them time is an ingredient and luxury isn’t necessarily in the product but the ability of hands to transform an ingredient into something magical.
They see value in the makers knowledge; a connection in where the chutney was made and what it was made from; and a charm in knowing that nothing quite like it exists in the world; from the recipe to the textures in the jar, right down to how the maker was feeling when it was made.
These are the people we’re working for. Curious people of any age - indefatigable, intelligent, resourceful, restless and mischievous.