Pilaf

I have a client that wants us to develop a pilaf for him. He markets a line of mediteranean and middle eastern foods. This would be an addition to that line but also he hopes might be a way into conventional grocery outlets in the US. We talked about Costco and their approach to adding products to their stores...throw it against the wall and if it sticks, it sticks.

Pilaf is a rice dish which originated in the middle east. It is also known to the Turkish as pilar and can be known as plof or pullao or pullaw. Typically it is rice or another grain sauteed in oil or butter and then simmered in a broth with seasonings. In many cuisines it's mixed with meat or vegetables.

In Turkey it is made with bulgur which is the oldest processed food known. Bulgur is prepared precooked wheat, originally from the Middle East. Wheat is soaked, cooked, and dried, then lightly milled to remove the outer bran and cracked. It is eaten in soups and cooked with meat (when it is known as kibbe). Also called ala, burghul, cracked wheat, and American rice.

Pilaf is not difficult to develop but still it takes time to decide on a strategy, some flavors, screen for competitive ingredients, find a contract packer, write ingredient declaration and package instructions that are clear and legal.

My middle eastern friend told me he would change his name if he was younger. He feels having a middle eastern name is a death sentence in western business circles. I wondered how that would feel when your very name strikes dread in people.