Increasingly, supermarkets are ripening my fruit for me. Tomatoes are vine-ripened, peaches and nectarines are tree-ripened, and now avocados at Sobeys are, uh, pre-ripened, as if they’re doing me some kind of favour. It’s funny how only avocados get this odd notation. Mind you, I’m sure that the “pre-ripened” sign will result in more sales than the equivalent “50% reduced for quick sale” over at Loblaws. The wonders of marketing: convincing you that they’re doing something revolutionary while selling you the same thing you’ve always been buying. Of course, the downside to this wonderful new pre-ripening service is that I now have to go to separate bins to buy avocados for today and Sunday.
Meanwhile, I’m still ripening all of my pears and bananas on my own. I feel that Sobeys just isn’t doing enough to meet my pre-ripened fruit needs.