If you like If you want to comment / react, please do so in the webpage by clicking the link given below: civilsocietyonline/pages/Details.aspx?412 How the jackfruit became a dainty tart Shree Padre, Cochin The humble jackfruit is moving around in five star circles. It took pride of place at the Taj Gateway Hotel’s Onam feast in Cochin this year. Chefs rustled up jackfruit avial, jackfruit beetroot kootu curry, jackfruit and cabbage thoran, jackfruit eruserry and jackfruit palada payasam. “Oh it is so easy! Just like preparing milk from milk powder,” exclaimed Jaffar Ali, the hotel’s executive chef. “I open the packet, immerse the dried jackfruit in water for 10 minutes and then go ahead and cook it. It is easy to handle, store and reuse.” For the first time in India, online sales of freeze-dried jackfruit, named ‘jackfruit365,’ started in early October. Two versions are available – ripe and unripe jackfruit. One by one five star hotels are welcoming the biggest organic fruit into their kitchens. So far they studiously avoided jackfruit because it was a headache to cut and clean the sticky fruit and tolerate its odiferous smell. Freeze dried jackfruit makes cooking as easy as pie. The fruit’s new avatar is the brainchild of James Joseph, 42, a former Director of Executive Engagement at Microsoft India. Joseph got this idea three years ago when he ordered the same dinner for Microsoft’s clients that was served to American President Barack Obama and his wife at the Taj Palace Hotel inNew Delhi. The dish that was really appreciated was the Varqui crab. Joseph felt it could have tasted equally good if it was made with jackfruit. He asked the chefs why they didn’t use jackfruit. It is sticky, smelly and seasonal, they retorted. Jackfruit reminded Joseph of his childhood. His old uncle would say: “Jackfruit extends human life by 10 years by acting as a bottle brush for your intestinal walls.” Joseph thought of the many health benefits of jackfruit and wanted to promote it. He explored several options and finally decided to freeze-dry the fruit so that it would be easy for consumers to use. The freeze-drying method of preservation is relatively new in India. In developed countries, it is widely used to preserve fruits and vegetables. The water content of the fresh fruit or vegetable is extracted by freezing and then the ice is converted into vapour. This reduces the weight and volume of the produce. The dehydrated product doesn’t require refrigeration. It can be stored at room temperature in an airtight pack. Joseph outsourced the freeze-drying process to a company in Kerala that had vast experience in doing it. Then he began offering samples of freeze-dried jackfruit to five-star hotels. “I still remember the look of bewilderment on my chef’s face when I asked him to make a jackfruit pie with chunks of dried jackfruit,” recalls Jimmy Kuruvila, Food & Beverages Manager at the Leela Palace, Bangalore. “ He tried reluctantly. Behold, he was pleasantly surprised with the result. Then all of a sudden he came up with many more ideas. Eventually, he made Danish pastries, muffins, tarts and much more. ” Joseph named his product ‘jackfruit365’ to emphasize that the fruit is available through the year. He also launched a website, (jackfruit365) to spread his message. “You can use ripe jackfruit in desserts in place of apple and replace potato with unripe jackfruit,” he says. “Jackfruit is an excellent food if it is packed hygienically and available in a convenient form. Freeze drying technology makes it easy to transport jackfruit long distance. It makes jackfruit available round the year,” says Dr N.K. Krishnakumar, Deputy Director General, ICAR (Horticulture), “We have the technology, but we need people like James Joseph.” The money that a buyer pays for a 180 gm pack of freeze-dried jackfruit goes to Akshaya Patra, India’s largest and most successful midday meal programme for underprivileged children studying in government schools. This money subsidizes five midday meals. So there is a social cause behind Joseph’s business. Jose Varkey, Corporate Chef at the CGH Earth, a five star hotel, says buying jackfruit from the market is beset with problems. The fruit might turn out to be over ripe or it may be damaged due to a fall. “We can’t be sure about its quality. But this freeze-dried product is standardized and ideal for our kitchens.” Dr K. Narayana Gowda, Vice-Chancellor,UniversityofAgricultural Sciences,Bangalore, who took the initiative of formingIndia’s only Jackfruit Growers Association at Toobugere hails freeze-dried jackfruit as a visionary effort. “There is very good scope for promoting this product internationally. If economically strong communities start liking its taste, the jackfruit farming community and people in subsidiary professions will benefit.” What made Joseph target five star hotels with jackfruit? “That is the community I know well because of my professional background,” he says. “They cater to the most health conscious customers. Just watch the range of dishes these chefs invent from this versatile raw material. They will show what is possible.” A marketing expert, Joseph is clear that he wants to sell his product to the elite. The route he has chosen is the five star hotel. “This target group is very health conscious and keen that their children should eat healthy food. But they don’t have time to cook. We are helping them include dietary fibre in their meals by introducing jackfruit.” Jospeh’s next target is the corporate cafeteria. After a certain period, he plans to make the product available at airports in India so that non-resident Indians can buy it on their way back. By and large, North Indians aren’t familiar with jackfruit as a fruit. They use tender jackfruit as a vegetable. Joseph does have plans to enter the North Indian market. “In the near future we will introduce galouti kebab made from jackfruit in Lucknowi royal weddings. The galouti kebab was historically invented exclusively for a toothless Nawab. It simply melts in your mouth. Galouti kebab with jackfruit is delicious,” says Joseph. If jackfruit becomes popular, farmers will benefit. “Creating demand is the primary objective of marketing,” explains Joseph. “If 10 persons offer a product free, will anyone offer to buy it? But if three buyers purchase the product, demand gets created. The question is how much demand can we create through this campaign.” One thing is for sure: thanks to Joseph’s effort jackfruit will now be available throughout the year in a handy form. People unfamiliar with the fruit will get to know it and taste it. The humble jackfruit is finally growing in stature.
Posted on: Mon, 04 Nov 2013 10:16:25 +0000
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