Fearless Flyer: Deliciously good writing
Grocery flyers get quickly tossed into the recycling bin at my house. That is, unless it's Trader Joe's Fearless Flyer. For those who decry the lack of good writing, there's still hope. Hope in the form of what's called the "Food Pilgrimager," a two-color, large-format, very detailed compendium of the grocery chain's latest offerings.
I actually read it. Take this description of pumpkin pie from the Thanksgiving Edition: "According to some food historians, the original, 17th century 'pumpkin pie' was a hollowed-out pumpkin filled with milk, honey, and spices -- and sometimes even apples. Well, that sounds a bit unwieldy to eat. And from a pie-seller's perspective, we wouldn't even know how to package such an item. Suffice it to say, for Trader Joe's Pumpkin Pie, we're sticking to what is now the tried-and-true: a tender, handcrafted crust filled with silky, sweet, spiced pumpkin custard -- made with real pumpkin puree, of course." It goes on to further describe the pie in what can only be described as deliciously descriptive terms.
This is the beginning of the description of Cranberry Chevre: "A meal as significant as Thanksgiving requires a starter of substance -- especially if the drinks start flowing the minute the doorbell rings. At the same time, less is more, considering the bountiful feast to come. Striking a balance, we advocate a little cheese."
Here's writing that tells a story, is interesting and doesn't talk down to the reader. More, please!