2023: Need a good read from the produce aisle?
Most of the COVID-inspired Zoom or Teams meetings have passed. Whew.
Well, almost. I still log into an occasional online meeting — which is better than traveling, right? One thing this produce scribe still does during these meetings is peek at the books behind someone’s desk. It’s nosy, I realize. I do the same thing at my doctor’s office, or in a lobby somewhere or at a coffee shop.
I’m looking at book titles. Some I recognize, many I don’t. I notice when some reviewer comments on the books favored by the famous or superrich. I don’t fit into either category, but I thought we might take a break to talk about a sampling from the odd collection of books on my own shelf. And they aren’t all about fresh produce. Among these are:
The Packer's “A Century of Produce” — This 556-page treasure was published by The Packer in 1993. Whenever I need a go-to inspiration source, this is it. I can spend hours thumbing through the pages, which take the produce industry all the way back, well, 100 years. I place it back on my bookshelf carefully every time, realizing that we in the produce game today absolutely stand on the shoulders of giants.
“When Pride Still Mattered” — This is a biography of the Green Bay Packers coaching legend Vince Lombardi, written by David Maraniss. As a youngster I used to check out Packers-related books, like Jerry Kramer’s “Instant Replay,” every month from the library. Maraniss does an outstanding, honest job of chronicling Lombardi, the Super Bowl trophy namesake. The famous coach continues to be a great business and performance-based inspiration source many decades later.
“The Associated Press Guide to News Writing” — This is a very thin writing self-help book I discovered by chance in a college used bookstore. Written by the late Associated Press Editor Rene Cappon, this gem has helped keep me on track for all the journalistic how-to and what-not-to-do in the writing game. In a few years, I hope to retire (but not stop working). If I can find a junior college crazy enough to let me teach, this booklet will be in every writing student’s toolkit.
“Food in History” by Reay Tannahill — OK, back to the current job at hand. Every produce item, every food ingredient started somewhere. This 1973 book digs deep into the how and why of where our food originated in the world, and how it all comes together to make sense in the present. It’s a must-read for the culinary-focused, but it also can satisfy the appetite of produce retail nerds out there as well.
“Aristocrat in Burlap” by James W. Davis — This is the history of the potato in Idaho. Focusing on a single commodity may seem a superficial study, but seeing how the potato is the single biggest selling vegetable in the United States (and, in fact, the world), it pays to know a little something about the humble tuber’s origin; that includes how botanist Luther Burbank traipsed all over the country before discovering that Idaho was the best place to propagate his famous russet variety, to the point that the state produces one-third of the nation’s potatoes today.
“Great Presidential Wit” by Bob Dole — The late, popular Kansas Republican senator was sharp, had an astute perspective on politics and had a keen wit. Dole wrote this and a similar book, “Great Political Wit.” He chronicles the crazy, odd and humorous deeds and quips from G. Washington to George W. Because of his unique inside perspective and experience, many of the stories offer great business applications. Several tidbits have even found their way into this space.
Related: Read more insight from Armand Lobato
“Marked Men” — This is a selection of poems by my DU professor, Joseph Hutchison. He was a royal pain of an instructor, insisting on his students sticking to strict protocols of tempo, rhythm, alliteration and a lot of other fussy poetry rules that don’t apply to a weekly produce retail column. However, he was also a tremendous help through my capstone finale, and he later was chosen as the poet laureate of Colorado. That’s some honor. His signed book is proudly displayed on my desk.
“How To Win Friends and Influence People” by Dale Carnegie — This 1936, very insightful business book never goes out of style and is the gold standard for not only business types, but anybody that deals with people. Which is, um, all of us. I’ve given many copies of this classic to people as a gift. It has helped me tremendously over the years.
A million books are out there, many with application to the produce industry as well as many other businesses. What’s on your shelf?
Armand Lobato works for the Idaho Potato Commission. His 40 years of experience in the produce business span a range of foodservice and retail positions.
