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OpinionHerring hypeTuesday 09 June 2009 The media circus round the official start of the herring season is pure marketing hype, writes Robin Pascoe. Every year it is the same when the official herring season starts. Before the first fish is officially sold, the experts declare this year's fish is 'fatter than last year' and of 'good quality'. Then we have the front page photographs of the beaming person who has donated tens of thousands of euros to charity by buying the first barrel of Hollandse Nieuwe - the first fish of the new season. The fact that the fish was caught weeks ago and deep frozen until this particular moment is by the by. Then there are all the Hollandse Nieuwe parties with even more photographs - this time it is ministers holding the tails and sliding raw fish down their throats, and saying how delicious it is. Then there comes Vlaggetjesdag - the day of the little flags - which is supposed to hark back to times of yore when the herring fleet came home. Now it is a nice excuse for even more front page pictures, this time of Scheveningen and people in national dress. Forget the fact the fish were caught by massive trawlers and have been in freezers for weeks. Fishmongers advertise their supplies as being 'fresh from the knife'. After all, fresh from the sea would be a lie. There is, of course, nothing wrong with ritual or a bit of theatre, but the way the fish board works to preserve the mystery of the new herring season is nothing short of fanatical. Shopkeepers who decide to sell the fish before the official start date face fines of up to €11,250 - a fine so extreme it would not be levied on someone selling food which was unfit for human consumption. But fishmongers do what they are told and the rest of us wait meekly until the fish board tells us we can eat them. The humble herring is a symbol of national pride and everyone is quite happy to play the game. And big money is at stake. We will spend some €150m on 85 million fish this year, says the AD newspaper. But after all that, is it worth it? Laughingly, we call it Dutch sushi. But to many foreigners being able to enjoy eating raw, salted herring is like being a member of an exclusive club. A club which only the truly integrated can join. Robin Pascoe is a founder of DutchNews.nl and after 25 years in the Netherlands still does not like raw herring "But to many foreigners being able to enjoy eating raw, salted herring is like being a member of an exclusive club. A club which only the truly integrated can join." I really can't imagine anyone, dutch or foreign, considering raw herring to be that big of a deal. As for the media hype- well, like you said, it's a multi-million euro business. Anything involving that kind of money is going to get suscepted to a lot of marketing blitz. By joma | June 9, 2009 5:49 PM I detect a hint of humor in Captain Haddock's comment. I imagine him having a great guffaw as he quickly dips his teabag in a cup of luke-warm water before tossing it aside and drinking that stuff the Dutch call tea. I'm smiling too, as I note that he assumes all the expats are from grand ol' England (we're not). But where-o-where can I find the low taxes he claims we're entitled to? As I glance back and forth between my latest blue envelope and my dwindling bank balance, the question of when the herring was caught is of no importance. I just know I won't risk the fine by buying it before the state-approved date! By Allochtone Annie | June 10, 2009 11:08 AM Sure it is hyped, but I love those little chaps. Whenever I'm in Holland (which is not as often as I would like) I always head for the nearest fish seller to have some herring - I'd be happy to eat three of them on TV! By Barry | June 10, 2009 11:51 AM I agree that the coffee is like luke-warm soda, but don't please confuse the English with Haggis- this is a Scottish delicacy. I would gladly eat 3 delicious herrings to get a Dutch work number...... what a bargain! By Sarah | June 10, 2009 8:12 PM Herring, mackerel, all very edible. But captain haddock, just don't go there with Dutch coffee... By echt koffie liefhebber | June 11, 2009 1:11 PM having herring is something of a delicacy indeed, what with PCB's, oil spills, Containers overboard and whatever ships dump at sea. Good luck, mind you traditions are fine: but my great grandfather drowned chasing the stuff in the North sea, (Oct 14th-15th 1881) I'ms sure others have fishfaring ancestors: now the danger seems one cannot even Mock. Bravo Mr Pascoe for having poor taste and the courage to show it. By Andrew I | June 12, 2009 6:53 AM did Robin Pascoe wake up on the wrong side of the bed when he was writing this article? The negativity weas all over your article, next time just stay in bed... By Dennis | June 12, 2009 10:01 AM Eating raw, salted herring is a uniquely Dutch delicacy and tradition. I gladly endure all the hoopla and hype in the spirit of preserving that tradition. By Brookside | June 12, 2009 6:06 PM That Robin bloke should not be in Holland but move back to boring England. Haring is just fantastic! Robin, get back to your fresh fish 'n chips! Yuk!!! By LARS DE WIJNGAERT | July 9, 2009 3:18 AM There is nothing wrong with old Dutch tradition. Herring is an acquired taste as is Haggis. The world is full of cynicism and seems to be getting worse, especially with all the anonymous postings on the internet. Live life and enjoy (the herring and for me garochte paling) By tvisser | June 8, 2010 5:17 PM You can say what you want,but i am flying in to Amsterdam on saterday and the first thing i will do is head towards the first herring stand i see and indulge in a delicious Zoute Haring (with onions of course) By Palingboer | June 8, 2010 11:15 PM I know that herrings are tasty, but try to persuade my countrymen to eat raw fish. I know that it will not be easy By wiatraczek | June 7, 2011 5:08 PM
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What an insult to the Dutch Culture! Hollandse Nieuwe is a delicacy. Do we Dutch laugh about Gentlemans Relish, Haggis or Marmite on toast? I even do not dare to mention Goats Head Soup for fear of being cencored away completely under the suspicion of being a member of the mad-eyed peroxide blond politicians club. If you lot want to pay an arm and a leg for unripe strawberries with cream or weak glas off Pimm's during your national fetivals, fine! But hand off the salted herring. As if smoked herring is vaguely edible, not to mention the luke warm cola you lot serve as coffee. The Dutch fishing industrie is already hit hard enough by Brussels and now you lot join in! I think it should be compulsory for every Anglo-Saxon who want to settle in Holland to eat 3 herrings on national television before they can apply for the extremely low expat tax, while dutch people have to pay the full whack! Thanks to these low taxes you can pay high rents so all the nicely located houses go to the Anglo's. Like our blond women as well eh? Now back off the herring!
By captain haddock | June 9, 2009 4:58 PM