I know this latest wave of food-borne listeria is a tragic development that has taken lives and broken hearts. The situation is made slightly more awkward by the fact that primary agent of despair in this case is the cantaloupe, one of our funniest fruits.
You can get a debate on this, but in my view The Banana is (and always will be) the funniest fruit of all due to its prankish peel. The Kumquat comes in second on the strength of its unusual sound and spelling. And The Cantaloupe is third, partly because of that unexpected “u”, but also because it is firmly in the melon family, and all melons are comical.
They just are. If I have to explain it to you, you’ll never get it anyway, so what’s the use? Let’s just say that melons make people smile.
But one of the unfolding tragedies in this tale is the fate of the single melon producer responsible for the tainted fruit. Among other things, this story has given that company the worst possible advertising tagline, printed exactly this way in the Los Angeles Times:
“If it’s not Jensen Farms, it’s OK to eat,”
said Thomas R. Frieden, director of the CDC.
What a charming little jingle this would make. Imagine being the marketing person who has to plan a comeback for Jensen Farms once this blows over. I recommend a re-branding that doesn’t include the name Jensen or the word cantaloupe. I would go for something that speaks to our greatest hopes and aspirations. Something optimistic and uplifting. How about “Stable Economy Melon Orchards”? Maybe not. At any rate, good luck to every Jensen family involved in agriculture, anywhere in the world.
When have you said ‘I think it’s something I ate’?





