The most beautiful piece of fruit you’ll eat this year will probably be the least satisfying, and that’s not a coincidence. As fruit production scaled globally, growers increasingly bred varieties that could withstand long shipping distances, sit longer on shelves, and appear uniform and enticing, often at the expense of the complex sugars and aromatic compounds that give fruit its signature flavor. The strawberry shining up at you through the clamshell container wasn’t grown to taste good — it was grown to travel well. In fact, they’re often picked too soon. When strawberries are picked too soon, they don’t develop the same flavor, texture or overall quality as fruit ripened on the plant. Once you pick a strawberry, it stops producing sugar. Ethylene gas is used to turn them red, but that doesn’t restore the flavor. In essence, growers have been willing to sacrifice taste for durability. Local produce shortens the distance from farm to plate, which means the fruit can stay on the plant longer, and sugars, aromas, and flavor compounds can fully develop. Frozen fruit is a strong alternative because it's picked at peak ripeness and flash-frozen to preserve both flavor and nutrients. At the store, trust your nose over your eyes. A strong, sweet scent, vibrant color, and slight softness are usually key indicators of ripeness, far more honest signals than a glossy, uniform surface.
