Wednesday, June 10, 2009

Let them eat gazpacho

The days are getting longer, and summer is almost here. And my thoughts turn to... gazpacho. I pine for it. Yes, yes, I could make it myself if I hadn't given away my blender before I moved to Paris. But why make it when it's so easy to buy, already chilled, on the grocery-store shelf?

Oh, the grocery store shelf in France, that is.

This gazpacho by Alvalle is from the Tropicana Company in Europe. And it is delicious!



So, come on, Tropicana USA! Get rid of your ugly new container packaging and design (which makes OJ bottles look like Clorox) and do something consumers would really love: sell gazpacho.

I'd venture to say that this gazpacho is ubiquitous at summer dinner parties in France. Wrap an ultra-thin slice of jambon de parme around a breadstick, place across the soup-plate of store-bought gazpacho, and voila! A perfect first course.

I found a website that offers Alvalle gazpacho to US customers for something like $25 a carton. Um, it's really good, but it's not that good.

Please, Tropicana? Please? Help Americans with lighter fare in the summer. Let them eat gazpacho.

21 comments:

Mo said...

I love gazpacho, I have a great recipe for it somewhere.

Polly-Vous Francais said...

Hi Mo! Yeah, my recipe is something like:
Take last night's leftover salad, toss in blender with ripe tomatoes and cukes; buzz. Results vary. That's why I love this store-bought variety. I lived on it in Paris!

YSLGuy said...

Oh, is is any good?

I love a good gazpacho. When I worked for a catering company we made a wonderful gazpacho, in different variations and served them in shot glasses at parties. They were always a HIT

Jake said...

I got a chuckle out of your comment about Tropicana's ugly new packaging. Apparently, post their "rebranding" sales dropped 20% - http://www.adage.com/article?article_id=135735. Maybe they can make up the lost revenue in gazpacho sales?

Polly-Vous Francais said...

BTW I forgot to add that for the perfect first course with this gazpacho you also toss in a spoonful of chopped cukes and/or a dollop of creme fraiche if you want. But it's soup-textured, neither salsa nor V8 juice!

Jake,
Thanks so much for the AdAge link about Tropicana. My question is: did they conduct even one focus group prior to launching the rebrand? Was there ANY consumer input? I mean, that new design is universally despised. I don't buy Tropicana any more because it really does make me feel as though I'm about to take a swig of bleach from the bottle in the fridge.
On the other hand, if PepsiCo got a hold of this Alvalle gazpacho, what kind of gaddawful concoction might it become?

Elizabeth Rhiannon said...

I've never tried Gazpacho, but being a true foodie, you have given me inspiration to try it this summer. The dollop of creme fraiche was kind of the push over the edge I needed :) Thanks for the tips ~ER~

Starman said...
This comment has been removed by the author.
Starman said...

I never really cared for gazpacho, but my tastes change constantly. so maybe I'll try it again. You're description makes it see so good.

mtuomala said...

Trader Joe's makes some OK gazpacho, but it only comes in little (about 2 servings) containers!

expat21 said...

Wow, what a great idea! Especially for people who don't have a lot of time to chop things up and make fresh gazpacho. But the real question is, how does it TASTE compared to the fresh? Is it more than acceptable?

Best,
Expat 21

Andrea said...

I just found this on the web. I live in southern CA and am in Barcelona right now. This Alvalle Gazpacho is out of this world it could totally trump stuff like the naked juice in LA. All one needs to do is market it right - maybe a guy on a surfboard drinking it straight up out of the bottle.

Anonymous said...

What is it about American gazpacho that is so crude (pun intended)? It has more of a bitter taste. I think in France and Spain they put some breadcrumbs in and blend it. Also the cucumbers they use have a thinner skin and I think the skin of ours has a bitter taste. Also ours seems too tomatoey... is that because the tomatoes are not fresh or are there too many of them. I had some of this gazpacho in a milk carton recently and it was delicious. Better than the gazpacho in the US, even what they make in restaurants. Yes I wish someone here would make it but use their recipe.

Clara said...

I tried it in France and it was delicious! We ended up buying it every day. Bring it to ARGENTINA!!!

Cindy K. said...

I'm late to this show, but darn, this stuff is great! I pulled some off a Monoprix shelf last night. Wow. Just wow.

You're right. We need it in the states for about $5 a carton.

Anonymous said...

I would love it if someone tried to experiment with a recipe that comes close to Alvalle. I drank it straight out of the carton last summer when I was in Paris, and I really couldn't get enough of it.

I actually never really cared for gazpacho before that, and I've tried several others since and not cared for them much. What is Alvalle's secret?

Francesca said...

I discovered Tropicana Alvalle gazpacho in my Monoprix a few weeks ago and now I crave it. I have tried a couple of other brands, but there is no comparison. It's so good that to me it's not worth the trouble to make it at home.

Wonder if it would make a good Gazapacho Mary if I threw in a shot of vodka, some lemon juice, and a celery stick.

Pure Space said...

I agree! This is such great gazpacho!! Why is it not in the States!!!!!!!!!!!! Grumble!!

Anonymous said...

I live part time in France and also discovered Alvalle gazpacho, which is truly delicious. It is made by Tropicana, which is part of PepsiCo. It is not available in the U.S. because, according to an article in the New Yorker, the marketing department of PepsiCo does not think that Americans are ready for such a gourmet treat! Such a disappointing - and insulting - marketing decision!

Anonymous said...

I think this is the same Tropicana Gazpacho that I've had in the Caribbean. Delicious! I am searching to see how I can by it stateside.

Anonymous said...

This product was a joy on our recent trip to Spain and France. You should see reaction on my daughter's face caught on camera - priceless!

Nadia Naoumoff said...

Hi, I see you wrote that you found a website that ships alvalle gazpacho in crates to the US. I am willing to pay $$ for it... it's that good. CaN you please share with me where I can buy it? ? Please?!!

Locations of visitors to this page
Travel Blogs - Blog Catalog Blog Directory blog search directory Targeted Website Traffic - Webmasters helping webmasters develop high value relevant links. Promoting ethical web-marketing using the time trusted pillars of relevance and popularity.