FOOD vlogging has become a popular trend and, apparently, a rewarding way to earn money. Almost anyone with a smartphone and an appetite can now become a food critic. I have no objection to that. What concerns me is whether some self-proclaimed experts truly understand good cooking and genuine taste.
I often watch vloggers order a dish, add generous helpings of sauces, mayonnaise or ketchup, assemble an oversized bite and declare it extraordinary. But are they judging the food itself or everything they have added to it? To my mind, a well-prepared dish should have a flavour of its own. Its ingredients, seasoning and cooking technique ought to do the work. Sauces certainly have their place, but they should complement food rather than rescue it.
Growing up in Lahore, I remember a city celebrated for the quality of its food. From street vendors to established eateries such as Shezan, Carry Home and Tabak, each had its distinctive flavours and loyal customers. What mattered was the cook’s skill, the ingredients and the care taken in preparation. Today, as I approach the quieter years of life, I still search for those memorable tastes, but find them less often than I would like.
A friend who travelled frequently to Europe and the United States once told me about ordering pizza at a restaurant. When he asked for ketchup, the chef came out and politely wondered what was missing from the pizza that required an extra sauce. I have never forgotten that story. It was not an argument against ketchup, but an expression of pride in a dish intended to stand on its own.
There is another question worth asking. A gardener can judge the health of plants and the quality of grass, while a mechanic can explain what makes a vehicle perform well. Both speak from practical knowledge and experience. Similarly, enjoying food does not automatically make someone knowledgeable about cooking.
I sometimes wonder how many enthusiastic reviewers have tried making a really good omelette or a properly balanced gravy. They need not be chefs, of course, but some understanding of ingredients and cooking techniques would lend greater weight to their opinions.
Food vlogging is a legitimate business, and an influential one. A glowing review can persuade people to spend their hard-earned money on a meal that may not live up to its billing. That influence deserves thoughtful, independent judgment. Why not taste a dish before adding anything, and then discuss its freshness, preparation and balance of flavours?
My request to food vloggers is simple: celebrate the skill behind a good meal, not merely the spectacle of a loaded bite. Lahore deserves reviews that encourage better cooking and help diners make informed choices. After all, truly good food should speak for itself. It should not need a bottle of sauce to tell its story.
—The writer is an institutional development and governance expert.
