Frenchman invents lemony oysters in time for holidays

Above, a person shucks a So’ooh flavored oyster in Marennes, southwestern France. Seafood farmer Joffrey Dubault farms some 40 tons of the bivalves each year, and took him four years of hits and misses to perfect the flavored oyster. (AFP)
Updated 24 December 2017
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Frenchman invents lemony oysters in time for holidays

MARENNES, France: A French seafood farmer is proposing lemon-flavored oysters this holiday season, a delicacy he perfected after four years of trial-and-error experiments in his garage.
Joffrey Dubault, 29, also offers oysters flavored with shallots, another perennial accompaniment usually served finely chopped and floating in vinegar.
“It was pretty discouraging at first when I had to throw out 90 percent,” the lanky oyster farmer says, a baseball cap shielding his blue eyes. “Now I have a 95-percent success rate.”
The process, which Dubault has patented, involves plunging the oysters into a tank of sea water laced with lemon extract for between two and 12 hours.
The oysters naturally pump the water through sieve-like gills, becoming impregnated with the flavor.
The technique may seem simple but “there are 16 steps to the process, and if any one of them isn’t done correctly the result is failure,” says Dubault, who farms some 40 tons of the bivalves each year off Marennes, France’s oyster capital on the west coast.
Dubault, who says he got the idea from customers at his market stall constantly asking him to throw in a lemon along with their purchase, began marketing the pre-flavored oysters in October and has found buyers from Belgium to Hong Kong.
He won recognition for his invention at a seafood trade fair in Brussels last April when he said Chinese visitors congratulated him, saying they had been attempting a similar feat for seven years.
The nod in Brussels encouraged Dubault to set up his company, called So’ooh, to market the novelty.
Targeting Asian clients, he has created a ginger version, while oysters flavored with muscatel, the sweet fortified wine, are aimed at the Italian palate.
Next year he plans to add grapefruit and mirabelle plum to his flavor menu, Dubault says, while truffle and pepper versions will follow for the next end-of-year holidays.
“People have asked me to add chocolate, but I say no way!” he exclaims.
Of all his customers, the French are the hardest to win over, he says, calling them “purists.”
But he is hopeful, having recently signed on with a major supermarket chain.
“People eat flavored yoghurts and drink flavored water, so why not oysters?” he asks.
Then there are his raspberry-flavored oysters, aimed at young people. It is a future-looking strategy, since the average age of oyster lovers “is fairly advanced,” he says.


Where We Are Going Today: Moonshell

Updated 20 October 2018
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Where We Are Going Today: Moonshell

The healthy-eating community on Instagram can affect us in many ways. Barely a day goes by without coming across a post showcasing another vegan, low-calorie food that sparks a momentary desire to quit all that junk food, because of how beautiful they make it look.
The smoothie bowl trend emerged about two years ago and has been popular on Instagram since then. Basically, you make a smoothie that is so thick in consistency that you cannot drink it through a straw, so you eat it from a bowl instead.
Moon Shell in Jeddah is a restaurant that specializes in these bowls, which are good for your health — and can make your timeline look great, too. Its smoothies are served in coconut shells and topped with your choice of fruit, nuts, seeds and chocolate.
Moon Shell also offers savory foods, including rice rolls, and a range of beverages, including coffee and matcha tea. Everything on the menu is vegan friendly. Moon Shell is the perfect place for those looking to treat themselves to truly good and nutritious food, rather than just food that tastes good but might not be the best for you. All the fruity deliciousness can be found in Rawdah district, in front of Ruf store.