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Deep Freeze: Transforming Fresh to Frozen

Some of you may have noticed a new television campaign in defense of frozen food. Frozen food sales in the United States have declined in recent years, and manufacturers, together with the support of the American Frozen Food Institute, want to change that. In a recent article in the NY Daily News, Kraig Naasz, president of the American Frozen Food Institute (AFFI), was quoted saying the campaign will “educate people that the freezing process is just a way to hit the ‘pause button’ to lock in the nutrients of fresh food.” Felicia Peretti‘s images of the food we are told to perceive as “fresh,” visually challenges that idea. Peretti says on her website that her series, “Transformation,” “presents a new way of looking at our everyday habits of eating prefabricated food to foods we could easily buy fresh and make at home.” Though beautifully lit and thoughtfully composed, these images do not help the AFFI’s argument. With the growing number of farmer’s markets and Community Supported Agriculture (CSA) associations, one might argue that fresh is best.

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