Once upon a time, in a more sincere and kitschy America, there were such things as Chia Pets. This next evolutionary step after the pet rock was billed as pottery that grows. It was a vicious lie, of course. The pottery itself didn’t grow, but rather the chia seeds placed within the pottery were the things that sprouted. This was also a naive and gullible America.
Former Fad Pet Becomes New Fad Food
Actually, we’re still plenty gullible, because Darren Rovell reports those same chia seeds are now gaining traction as the next new hotness among superfoods, which are foods that offer a plethora of nutrients and not superpowers. Chia seeds are being touted because of their richness in fiber, potassium and antioxidants. Endurance athletes are said to covet them because they retain water well.
That’s right. Not only do long-distance runners adorn themselves in those tacky utility belts, but they are also eating your old Chia Pets. Chide them with car horns when you spot them on your street.
Okay, okay. Alan Friedman, president of Chia Seeds Direct, says a lot of potential customers fall prey to their inability to get over the association with the chintzy fad of yore. I guess that is what is tripping me up at the moment. But Friedman’s company has seen double-digit growth each year since 2005, with the extra cachet of their product getting a plug in a New York Times bestseller.
But McEwan and Friedman’s best mention, at least for athletes looking for the next natural performance enhancer, is in the New York Times best-selling book “Born To Run” by Christopher McDougall. In the book, McDougall tells the story of the mysterious Tarahumara running tribe in Mexico. Their drink of choice is what McDougall describes as a “home brewed Red Bull.” It’s called chia fresca and the ingredients are chia seeds in water mixed with sugar and lime.
Home brewed Red Bull, you say? The organic movement has gone bro. Broganics unite!
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