And do real Star Wars fans buy Star Wars bananas?
, a mini series about the ways that we project our identities through food.
I know what you’re thinking, and no, “Grateful Dead lettuce” isn’t a euphemism for weed, at least not this time. I’m talking about salad: a new lettuce mix from gourmet lettuce company Gotham Greens called Grateful Greens, a blend of butterhead, green, and red leaf lettuce. It features a dancing bear, the cuddly icon of the Grateful Dead, right on the box—plus a QR code that would transport salad eaters to a Spotify playlist with 20 hand-picked hunks of tuneage.
I think the punchline to this joke is that we are living in a moment of the most bespoke customization in every level of our lives, even in our most perishable foods, because if they brand it, we’ll buy it . It’s not enough to have a box of hydroponically grown gourmet lettuce; if we want to truly signal our values to the world, that box needs to have our favorite band’s iconography emblazoned on it. What it comes down to is personality assertion through branding, and it’s a big business.
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