WTF? Newsletter

  • How The Grateful Dead Made Yogurt Cool in America

    In the pantheon of legendary tales surrounding The Grateful Dead, there’s one that stands out as truly wholesome—one that involves saving a struggling dairy business and catapulting yogurt into the culinary mainstream. This story of cultural convergence, in true Grateful Dead fashion, combines the counterculture movement, acid tests, and the birth of yogurt culture in…


  • How Spain’s Love Affair with Olive Oil Conquered Toxic Seed Oils

    Spain is a country that takes its food seriously. And when it comes to oils, olive oil is king. Sure, we all know that olive oil is a quintessential component of the Mediterranean diet. Still, the preference is so strong that it’s rare even to find any other type of cooking oil in Spanish kitchens…


  • Apocalypse Dining

    Boozy drinks, vibrant soundtracks, and unexpected flavor combinations—New York’s post-pandemic restaurants simply hit different. Refinement has seemingly been replaced with unadulterated fun. Whether it be Nolita’s Thai Diner with its spicy massaman curry-covered Thai Disco Fries or Greenpoint’s Wenwen with 4XL shared cocktails, there’s this feeling that restauranteurs are launching their apocalypse dining experiences. The…


  • Expo West: The Ultimate Showcase of Creative Expression and Contradiction

    Like a music festival without fans, the 4-day natural consumer products tradeshow known as Expo West rages on a formula of creative expression, gluttony, ego, and contradiction.  One year ago, I returned from my first Expo West, and my inner cynic had trouble processing the whole thing. The idea of flying to Anaheim, a mostly…


  • A Journey of Reimagining Tinned Fish On the Go

    It’s the summer of 2021, and I had been officially working at Scout for about a week. The day ended with a collective sense of dejectedness. We were in the process of launching four new products; Smoked Wild Albacore Tuna, Smoked Wild Pink Salmon, and the unsmoked variation of each. The idea behind these products…


  • Jerry Garcia on Selling Out

    In 1987, the Grateful Dead released the song “Touch of Grey,” becoming the band’s first and only radio hit. Quickly, many Dead Heads, some of that had been listening to the band for over 30 years, felt put off by their favorite band’s Top 40 success. Yet when Jerry Garcia was asked what they thought…


  • Take the Coffee Meeting

    New York City is a web. It’s why people move here. These interwoven connections have re-engaged public spaces after an era of isolated oddity. Some people jumped with excitement and eagerness, meeting up with everyone they haven’t been able to, while others have tripped on anxiety, weary to engage in the social immersions that they…


  • Food is Sacred, Plant-based Meat Isn’t…Not Yet at Least

    The air is sweet and savory as I walk through the buzzing streets of Jackson Heights, Queens. I find myself tasting flavors that I didn’t grow up on. Beef-filled Nepalese momos—my tongue tingling from the Szechuan peppercorn-infused sauce. Crispy semolina Bengali fuchka filled with warm spices and starches, swimming in a slightly sour tamarind broth.…


  • Buy That Fish from your Fishmonger

    I finally bought a whole fish from Joey.  When I moved to Bed-Stuy, I spent time getting a feel for the neighborhood, learning what local businesses were around, and well, convincing myself that I made a good choice in this city’s vast selection of unique neighborhoods. Naturally, I was thrilled to learn about the small,…


  • Selling Fish from an Apartment

    The final sardine has been plucked from its tin. With a bit of Iberian panache, the residual fish-infused olive oil is mopped up by the glutamic sponginess of a warm, crusty piece of sourdough bread from the farmer’s market. Should I open that tin of mussels? Eh, I’m feeling full. Perhaps just a nip of…