I’ll start with two questions, neither of which are this week’s actual question. The first is, have you ever seen someone at the grocery, shopping, pushing a car, wearing a bike helmet? And the second is, have you seen the can that La Colombe Pure Black & White cold-pressed coffee comes in? Those would seem to be unrelated queries, but…
I love the grocery store. This baffles my wife. She hates doing the shopping, and I understand that. Sometimes the press of oblivious shoppers in too-narrow aisles makes the whole thing an exercise in close-contact aversion therapy.
But they keep food there, and I love food. I like to make choices about food. I like to try new foods. I like new flavors, and, for the purposes of this week’s FGR, I like packaging.
That brings up the can for La Colombe’s aforementioned caffeine delivery system. It is stunning. Never mind that the coffee is good. It is. But the design of the can is beautiful, a rich navy blue with high-contrast white lettering. They haven’t packed it with text. I bought it, really, only to look at, although I drank the coffee, too. Because coffee.
Oh, but the guy I’m thinking of washed up in front of the grocery store on a badly kept hybrid with a milk crate zip-tied on the back. He was overdressed for the weather in heavy blue winter coat and hat, his helmet askew on top. I thought, as he stomped through the automatic door, that he’d take his helmet off, but no…not today. I passed him every other aisle or so, and the helmet stayed on.
He was, I thought, a bad advertisement for cycling. Only kooks ride bikes, right? But then I began to think of the La Colombe cyclist, the perfectly coordinated kit, the shaved legs and five o’clock shadow, the vulpine calves and mirrored sunglasses. I’m not sure I’m friends with that guy. I probably like the guy wearing his helmet in the frozen foods aisle better.
This week’s Group Ride asks, how is your packaging? Scale of 1-10, with 1 being helmeted, looking for a ripe avocado, and 10 being fully coordinated, shaved and turned out. Despite my La Colombe tastes, I’m probably a hard 4 myself.