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foodservice marketing color on the menu
the plate. It was much richer because of the influence of the beet.” He used carrot, golden beet and sweet potatoes to deepen the color of sauces.
Using a monochrome color scheme also can add interest. Haggart points to the Tar- tine Bowl, a salad available at the Bay Area locations of the restaurant chain Sweetgreen. Fresh greens are topped with purple carrots and radishes, raw beets and basil. The dish was inspired by the book “Tartine All Day” by Liz Prueitt.
HOW TO USE PRODUCE TO ADD COLOR TO A DISH
Most chefs start thinking about the ap- pearance of a dish near the end of the plan- ning process. “Color is the last piece of the puzzle for me when I’m building a plate,” says Gideon. “I’m first thinking about, is it going to taste good and what is the flavor I’m trying to pass on to the guest. The next thing I’m thinking about is texture and mouthfeel. Af- ter that point is generally when I’m thinking about colors.
“A lot of times I’m not using color for the sake of adding something green or red, I’m adding color so you can see the center of the
plate that much better,” he continues. “You don’t know how black something is until it’s with something white. I’m always thinking about, are there contrasting colors that let you appreciate that red strawberry or yellow corn or the color of the butternut squash,” adds Gideon.
In the final stages of developing a dish, Kaywork sometimes will consider whether he can substitute the standard vegetables in a dish with something more exciting. “An example would be a roasted carrot appetizer with Moroccan spices and labneh,” he says. “Would the dish have a more profound im- pact with multicolored carrots and the addi- tion of micro-cilantro salad? Perhaps.”
It’s important to think about seasonality when putting produce on a plate, says Staple- ton. “In the summer season you have bright tomatoes, you have great fresh Mozzarella and basil.” People associate those bright col- ors with the time of year, so it makes sense to use them. The same is true for the deeper hues of fall produce, the browns and whites of winter produce, and the Chartreuse and green shades of spring foods.
Cooks are also likely to use different cook- ing methods at different times of year. For ex-
PHOTO COURTESY OF CULINARY INSTITUTE OF AMERICA
ample, summer calls for grilling and sautéing meats, while winter often means braising or roasting them. That can change the color pro- file of the meat. Different types of produce will be necessary to accentuate those shades.
Kaywork says it’s important to exercise good judgment when it comes to adding col- or. “Like Miles Davis said, ‘It’s not the notes you play, it’s the notes that you don’t.’ Not every dish needs a rainbow on the plate, but a well-chosen decision will accent and com- plement the rest of the dish. Also, be sure to not overreach with your produce selection. Ask yourself, does your selection make sense for the dish?”
46 / AUGUST 2018 / PRODUCE BUSINESS