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News was good in general for sandwich purveyors. Growth was 11% last year. Grabbing a sandwich and eating it quickly, it must be noted, is not called “fast food” here. “Fast-food” is a label mostly reserved for anglo-saxon imports. The long-standing, home-grown market (eat a baguette sandwich quickly) has its own name. It's called the marché de l’en-cas. En-cas means literally “in case.” The expression, tough, has come to mean “snack,” i.e. “in case you are hungry.” So, when it comes to the en cas market, the French, anchored by the parisienne still proudly hold their own.
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An offhand comment by the American president about food also made the news. Apparently, Barack Obama asked that Air Force One be supplied with dijon mustard. While not the most portentous of remarks, it caught the attention of another politician, the mayor of Dijon. He put together a gift pack and immediately sent it off to Washington.
The mayor faces a major headache. Despite its name, dijon mustard need not be made in Dijon. A 1937 French court determined that the label “dijon” applied to a recipe, not a location. Thus, unlike Champagne which is a protected name in France (only the bubbly made in a particular geographical area qualifies), the mustard can be made anywhere in the world. Even the seeds which make up the basic ingredient come from elsewhere, mostly from western Canada. Because of the economic downturn, the town of Dijon could soon see the disappearance of the last link to the actual fabrication of its famous product, the Amora factory. Unilever, the Dutch-British multinational has announced plans to close the factory by the end of the year. Workers have protested and there have been demonstrations in support of keeping the factory open, but the end of a long-standing tradition seems inevitable.
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The “look for food bargains” attitude that marks the Bib selections has sort of taken hold all over France. The economic crisis may have helped the en-cas and the “fast food” crowds, but standard restaurants have seen dwindling customers. Some of them have responded by offering bargain meals, at least during especially slow times. One restaurant in Cherbourg is offering a 5 Euro (about $6.75) lunch special consisting of the main dish and either an appetizer or a dessert. A Lyon restaurant, taking a lead from a British example, does not bother to list prices. Patrons pay what they think the meal was worth. Finally, a tv story recently featured a baker who thinks that any savings should get passed on to the customer. Since the price of flour has come down, he is now increasing the size of his baguette and still charging the standard price of 80 centimes (about $1.00). Now if he were to make a parisienne with his larger bread, that would really be a good deal.
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