Leave it to the Times' business section to write 950 words analyzing the yogurt market's explosion. If the story weren't so boring, it would be ripe for parody -- the long-missing "wanna have it" factor of yogurt and the Greek variety's chalkiness; PepsiCo's joint venture with a Saudi Arabian private equity firm to buy out a Russian dairy company; the cola wars becoming yogurt wars; stock analysts sweating about Pepsi's infamous healthy foods strategy; and so on. Since when is dairy a growth market? Doesn't every infant eat it? My life sounds so boring when even my choice of snack is reduced to average consumption rates, packaging that promotes ease of eating, and growth potential.
Fortunately I've been religiously eating yogurt from Sidehill Farm the past few months. Their maple and vanilla varieties are the creamiest yogurt I've ever had (talk about the "wanna have it" factor) and their packaging has a very cute cow with either a maple leaf or vanilla flower in her mouth, as well as a little narrative about how their cows stay happy! Sidehill is a small farm in Ashfield, Mass., and I buy their yogurt at City Feed, where it was discounted for all of June. When you stop over-thinking and eat food that's made well rather than targeted to focus groups, it just tastes better.
Above is a photo from Sidehill Farm's Facebook page of their baby cows' first grazing trip during the spring. There are more adorable ones on their page.
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