[Update: Told you I must have forgotten a few things. So I've written an addendum with an additional small story from the festival]
Last week I went to the annual food festival in Tel-Aviv. The festival is called Ta’am Ha’ir, which can be roughly translated as The City’s Taste. Every year a selection of restaurants from Tel-Aviv fill stands where they sell discounted dishes with samples of their foods, in addition to many more stands by other small restaurants, or other food-related businesses.
I don’t generally do restaurant review here on this blog, so I won’t take the opportunity to review the dishes we tasted there (I went with a couple of friends). As far as the food quality angle is concerned, I’ll just say that everything that we did sample this year was either good or very good. This of course does not imply that everything there was good, since we could not sample even a small fraction of the selection. Obviously we already avoided anything that looked too unimpressive to begin with, and also deliberated on which dish to order from the stands we did approach, and all that tends to clear most of the bad options.
On the good side I would say that the place that was the big mistake of last year, where we ordered a dish that was simply and totally bad and pointless, was no longer there this year. They were not one of the regulars, though, so while it’s possible it indicates they went out of business as they deserve, they may have just not come this year for other reasons.
The overall layout of the festival is pretty static over the years, with the same stand ordering, and the same groups of stands divided over the same general concepts. Plus, the main restaurants and presenters are regulars, and not only arrive each year, but stay at the exact same place each year. For these, even most of the dishes they offer are somewhat static, and remained mostly the same for a few years. Which isn’t bad as long as they are good dishes, since nobody can eat everything anyway.
Another things that remained the same for a few years is the price range. Which could have been a good thing, since the range holds dishes at costs below what they would be when ordering at the actual place (If we ignore for a moment the fact that the servings on the festival are also usually smaller, that is). But while the range remained, the distribution didn’t. So instead of having various dishes spread at a price range of 10-20 ILS, as it was even last year, pretty much everything this year just cost 20 ILS, with very few exceptions.
One small stand touted a sign saying “Heidi’s” in large letters, with a slightly smaller caption beneath it saying “Frozen Yoghurt”. That is, this is what their sign in English said. The sign in Hebrew was nearly identical, except someone decided that the best way to translate frozen yoghurt would be by saying in Hebrew something like “Quality American Ice-Cream”. No, don’t ask me how that translation works, I don’t know either.
Next to them was a very large stand of a crêpe place called Henri’s. They had a few large banners which contained the list, and prices, of the offered dishes. And also smaller signs, right where you can see them when you approach to order, with the same list. Except that, well, one of the item on the lists had a different price. They had two large banners, and two small signs. The prices on the large banners matched, and the prices on the small signs matched, but the price on the banners was higher by one ILS.
They also had, amidst the sweet crepes, something with an odd name like crêpe pesto focaccia (Or something similar, I don’t remember the exact title). This was a crêpe with pesto and cheese. Where exactly did the focaccia bead was supposed to fit in was entirely beyond me.
So I did what every overly curious person would do: approached the counter, and asked one of the workers there. For the price difference she replied that they made a mistake in printing the signs, and that the real cost is the lower one. This is an attitude I certainly approve, even though it probably cost them a little money in the short run (the higher price was more visible, so a few people may have avoided ordering the dish because of that, and those that did come were probably willing to pay the higher price). On the long run it suggests that they’re honest. As for the mysterious focaccia crêpe, the girl claimed that the name is solely due to the filling, and there is nothing there whatsoever to do with actual focaccia bread. She did however seem to think that the term focaccia indicates something involving pesto and cheese, instead of something involving dough, and her attitude was more helpful and educational than embarrassed or apologetic.
Several more of the regular stands are beer sellers. At my friend’s insistence (who was more after getting a large glass mug, I think, than the actual beer) we approached the large one, a big square compound, with several different taps on each side. The place seemed deserted, with only about 2-3 employees inside the compound. The one next to use was busy running a long conversation with some people (holding plates of what looked like plain hamburgers with fries and ketchup. You come to a food festival for that?!), and ignored us. We went around, to where the second person was standing, but he was on the inside, brushing some crates, and ignored us as well. On we moved to the third person, who was actually standing next to one of the taps. When we approached she uttered a quick “We’re not working” and went away. We looked at her puzzled, and someone else approached and yelled that they wanted a beer. They got a slightly more verbose response, this being “We’re not open today”. And that was that. Quite odd considering that this was the second day of a five day event, and they paid for a really really large area.
Tastes in foods vary, and often people don’t agree. When getting a recommendation from someone, the most important thing, in order to know how to treat it, is to know how close your tastes match. This is for example why I never bother asking waiters in restaurants which of the dishes they like, because it’s meaningless. There are people I know whose recommendations I trust, and there are people I may ask just so I’d know to do the exact opposite. I mention this because one of my friends on the evening received a very large warning from a co-worker to stay away from a certain dish. This was from a good restaurant, and the dish sounded nice (Calamari rings in yoghurt sauce, this was in a place called Orca I think. Next time I’ll write everything closer to the event before my memory will fade too much), so this looked like the perfect opportunity to evaluate the co-worker’s taste. Well, the dish wasn’t totally brilliant, but my friend will certainly go and ask that co-worker for more warnings, so we’ll know where to go and eat.
One stand touted a new alcoholic beverage imported from Germany. Looking among the large and flashy graphics they had all over the place, I managed to find a printed description that defined this is a drink with 50%+ alcohol content, compromised of various sorts of odd herbs (no detailed listing provided). Drinking something made from myriad unspecified herbs did not strike our fancy. Especially since they also greatly increased our trust in their professionalism by listing the two best ways of drinking it as being mixed with Cola, and being mixed with Red-bull.
There was also a stand by a new seafood place Kazanki. The actual place is very nice, good food in relatively low prices. But in the festival they did one thing which I didn’t particularly like, relating to the pricing of the dishes. Specifically, one of the dishes was one which in the actual place is a first-course, and cost there less than the price in the festival. The other dishes were cheaper (mildly cheaper, since the place itself like I said has very low prices), but this one seemed out of place. On the other hand, maybe I’m wrong, I’ll need to remember to check next time I’m there as to the actual menu price.
Our biggest dairy product seller, Tnuva, also open a large stand each year. For some odd reason they open a very large stand dedicated to selling run-of-the-mill average cheeses, which can be found on any supermarket. For an even odder reason, there are always people around there. I don’t get it. I like good cheese, and if there was something more sophisticated or high quality, I would have gone to test myself, but this? Regular cheeses which are found everywhere? Odd.
In another place, a stand dedicated to similar run-of-the-mill Greek-style cheese, they dug a little hole, made it look (if you have an active imagination) like a tiny well, and put a sign about some alleged well in Greece to which people supposedly throw plates while making a wish, and if the plates break then the gods will listen to the request. And they sold plates. Since the depth was minimal, and all the plates at the bottom appeared broken, I suppose those are especially fragile plates, customer satisfaction guaranteed. The amount of broken plates on the bottom was so large it was sad, though. As if a population that touts itself as Jewish really thinks breaking a a little plate in a commercial mini-well is going to make the Greek gods take heed and grant their wishes.
One more place was run by Elite, in an attempt to promote their coffee. Which is bad. Alright, I’ll be fair, they have several different brands, of several different qualities. The worst one (being originally designed as a way to mutilate coffee so that it could survive battlefield conditions for a long duration) I wouldn’t give to my worst enemies, unless they asked real nice. The best ones are drinkable, but not much beyond that. And for just 10 ILS you could get both a glass of their coffee, and a photograph. What a great deal, eh? Somehow we passed.
At some point when we were passing next to their area we noticed that they also put a dancer there. She didn’t look particularly good, and danced very unimpressively and unprofessionally. But she had a really really short red skirt, so she got a lot of crowd.
She danced to the sounds of music that they played of course. The problem was that too many presenters decided they need to play music, and they all did it very loud so you could hear them over the others. The end result being that in some locations it was hard to hear anything. If they would have all played quieter, it would have been a much more pleasant experience for everyone. A classic tragedy of the commons case, where each of them has a reason to want to be louder, and they end up hurting everyone including themselves. This included some of the food sellers, and some of the sponsors like cellular telephony companies and radio channels.
They also brought over some real singers to make short live performances. The only one I noticed while we were there was Ninet Tive (not sure about the spelling of the surname), who was nice, but sounded less good than her usual. The audio system wasn’t too impressive, and there were the sounds from all the other places, so I guess that accounted for it. I’m not a huge fan, but what I got to hear of her in the past sounded much better than on this festival evening.
Another great attraction, which fails to attract us, is a stand where they bring various celebrities (TV actors, singers, and such, mostly), who give you a signature for every dish you order. The income goes to charity, which is nice, but the dishes never seem attractive. This time I’m proud to say that out of the 7-8 celebrities I saw there, I only recognized one, the actress Gilat Ankori. According to my friends there was another one I should have recognized, but Dany Roop (I probably misspelled the name horribly) was standing hidden behind something, so I never physically saw him. Still, me being unimpressed did not prevent the huge crowd of screaming and ecstatic teenagers that charged on to get their autographs.
The crowds are always a problem in such an event. The early hours are relatively quiet, but at some point it get very crowded and tight, with too many people wandering around. So the strategy changes to one of walking away from the stands, where it’s relatively open, and only dashing into the fray to buy a dish and return to eat it away. This works so far. But I’m really annoyed at how so many people don’t have a problem with just letting their discarded plates stay on the grass. There were many trash cans, all over the place, and easily accessible from everywhere. They were large, and they were kept empty. So nobody had any excuse to just drop things on the ground and move. Of course, the people who do that usually don’t need excuses.
Parking is another fun part, given the crowds. There are some large parking lots right next to where the festival is held, meaning that everyone wants to park there, and is willing to stand for 20-30 minutes in a traffic jam to get there. Instead of going to a nearby side street, park easily, and be there in 5-7 minutes walk at a slow speed. I’m constantly amazed at how much time and energy people are willing to spend in order to avoid spending less time and energy in walking
Near the exits, when we left, one of the soft-drinks companies offered small cans of a new lemon-flavoured cola, under the slogan “A taste of more”. Since it was late, we run a few quick lame jokes about a guy entering a bar and asking the bartender for more. Nearly everyone leaving seemed to swarm into those stands to get their tiny can, as if lemon-flavoured cola hasn’t been on the shelves for months and months.
I’m sure there are a few more interesting bits that I forgot, but this post is getting to be quite a mouthful already, so I think I’ll stop now. Overall I enjoyed the event, enjoyed the food, and certainly intend to keep going next year.