I’ve long agreed with the sentiment of this Wall Street Journal article– that Borscht is an underrated, under-appreciated food among the under 40 set. Though I know Russians my age who enjoy a bowl now and then, most of my generation has never heard of it let alone tried it. It is a low calorie, no-fat food but it somehow never has caught on as an item either among hipsters, health-niks or beet-niks (couldn’t help myself..). The Borscht Diet! Borscht-tinis! Hey, did you hear that new eastern european brass band, Borscht!
Somehow, outside of pockets of immigrants, this delicious cold soup has never made it to the culinary heights of other foods. Its interesting to read the inner workings of the Gold family struggling with the flagging sales of their flagship product. With all the Jewish foodies out there, I’m wondering if maybe they’ve missed something or if any has some sage advice for Borscht producers (hey- sage in Borscht?).