{"id":104184,"date":"2024-04-17T14:14:51","date_gmt":"2024-04-17T19:14:51","guid":{"rendered":"https:\/\/news.medill.northwestern.edu\/chicago\/?p=104184"},"modified":"2024-07-03T17:06:34","modified_gmt":"2024-07-03T22:06:34","slug":"a-chocolate-covered-controversy-london-borough-market-dealer-turnips-gets-sales-boost-from-unlikely-source","status":"publish","type":"post","link":"https:\/\/news.medill.northwestern.edu\/chicago\/a-chocolate-covered-controversy-london-borough-market-dealer-turnips-gets-sales-boost-from-unlikely-source\/","title":{"rendered":"A chocolate-covered controversy: London Borough Market dealer Turnips gets sales boost from unlikely source"},"content":{"rendered":"

By Michael Lindemann
\n<\/strong>Medill Reports<\/em><\/p>\n

LONDON \u2013 The main attraction at London\u2019s Borough Market is a chocolate-smothering strawberry operation. Tabletops replete with plastic cups, each overflowing with about 12 to 15 ripe ones, are flanked by chocolate fountains, resembling sinks with ever-running faucets, as employees grab, douse and repeat. Visiting foodies gawk at the spectacle, then succumb to temptation \u2014 <\/span>depleting them of one type of pound and augmenting them with another. \u201cThat\u2019ll be 8.50, please \u2026 enjoy, mate.\u201d<\/p>\n

The product owes its immense popularity to its taste, social media virality and an attempted Borough Market ban last September that suggested the treat sold by Turnips, a longtime greengrocer there, is \u201cneither fruit, veg or related produce.\u201d An employee, later identified as manager Konan Hanbury, announced the news on site to would-be customers, and an unaffiliated fan uploaded footage to TikTok. \u201cIf you\u2019re outraged that we\u2019re closed today, and you can\u2019t get your beautiful chocolate-covered strawberries, make a complaint to the Borough Market administration,\u201d he said.<\/p>\n

Complaints flooded in, prompting officials to lift the ban after five days. The original video, which amassed more than 1 million views, is no longer accessible to the public on the platform, but it survives on X, formerly Twitter, in a Sept. 16 post<\/a> by @ExploringAlway.<\/p>\n

Borough Market and Turnips officials refuse to comment on the incident, but more people than ever are buying the dessert. \u201cSince that story hit the headlines,\u201d explained Logan Morris, a Turnips supervisor, \u201cthe strawberries blew up even more.\u201d<\/p>\n

Credit the Streisand effect, the increase in popularity or awareness of something from attempts to suppress it, coined when actress Barbra Streisand sued a Hollywood photographer for publishing a photograph of her house, which famously led to less privacy than if she had done nothing. In the case of Turnips\u2019 dessert, the response has resembled Beatlemania, only with food.<\/p>\n

The indignation campaign worked largely because the product had already developed a cultlike following on TikTok in the months leading up to the ban. A search of the Borough Market name, \u201cTurnips London\u201d or even simply \u201cLondon strawberries\u201d reveals hundreds of videos from travelers who have indulged in the tasty treat.<\/p>\n

Last May, a post<\/a> from @Macyhyman, which garnered 3.5 million views, described the concoction as \u201cooey-gooey delicious warm chocolate over cold strawberries\u201d and \u201cthe freshest you\u2019ll ever try.\u201d Most reviews are similarly positive, though a few critical ones gripe about the price. Still, as the adage goes, there\u2019s no such thing as bad press.<\/p>\n

Turnips\u2019 succ\u00e8s de scandale is even making its way into videos where users share their highlights of an entire trip \u2014 Westminster Abbey, Kew Gardens, The British Museum \u2026 a cup of chocolate-covered strawberries? For some, they\u2019re that good.<\/p>\n

\u201cIt\u2019s embarrassing to admit, but they were one of my favorite things on my entire trip,\u201d said Kayla Myers, a 24-year-old New Yorker whose February vacation spanned much of Western Europe. \u201cThe Eiffel Tower was cool, too.\u201d<\/p>\n

An expanding coterie of young travelers, mostly Gen Z, rely on social media to plan their vacations. \u201cI use TikTok to plan my stops when I\u2019m going somewhere I\u2019ve never been,\u201d Myers said. \u201cThe Turnips strawberries were included in literally every single person\u2019s itinerary.\u201d<\/p>\n

Naturally \u2013 upon visiting Borough Market, one of her first few stops \u2013 Myers documented her Turnips experience for her own social media, which caught the attention of an employee who was all too familiar with the fruit paparazzi. \u201cHe figured I\u2019d seen them before,\u201d she recalled. \u201cI told him, \u2018Yes, TikTok brought me here. This is what I\u2019ve been looking forward to for my entire trip.\u2019\u201d<\/p>\n

The strawberries, which are notoriously scarlet and sweet, do not all come from the same secret field. Instead, they come from one of several destinations, whichever can provide the best-quality fruit for a particular time of year, Morris said. In the spring, that\u2019s Spain; during summer, it\u2019s Great Britain. As for the chocolate, Turnips outsources it as well, but always from Sephra, a Belgian company that provides it for fountains all over the world. No trade secrets there.<\/p>\n

\"Strawberries\"
Turnips strawberries before chocolate application. (Michael Lindemann\/MEDILL<\/em>)<\/figcaption><\/figure>\n

Turnips embraces the lovefest for its chocolate-covered fruit, but it rejects the notion that the dessert is its sole claim to fame. \u201cWe just had a great year with strawberries, but equally, our risotto \u2013 it\u2019s sort of got its own little corner of TikTok,\u201d Hanbury said.<\/p>\n

\u201cAnd then we\u2019ve got a whole different kind of customer, normally chefs or people who work in restaurants, coming and completely loving our retail bit.\u201d In the early years of the business, Hanbury says, Turnips focused heavily on the retail and wholesale sides of commerce, \u201cproviding local restaurants with the best quality ingredients they could find.\u201d In recent years, however, the business replaced the wholesale element with street offerings, such as the mushroom risotto and famed strawberries.<\/p>\n

The cause for the ban heard \u2019round the TikTok video remains in large part a mystery. Some customers point to the dictionary, surmising the chocolate component is anathema to a strict definition of produce, given the strawberries are no longer purely a fruit to be consumed raw or used as an ingredient but rather a dessert item.<\/p>\n

Others suspect sour grapes \u2013 er, strawberries \u2013 from rival sellers. In any case, the product\u2019s resurgence is good for Turnips and the Borough Market, as locals and tourists flock to the Southwark food hub by the thousands on a daily basis. The vendor where all the phones are out? That\u2019s Turnips, with strawberry cups forever.<\/p>\n

Michael Lindemann is a sports media graduate student at Medill.\u00a0<\/em><\/p>\n

Editor\u2019s note, July 3, 2024, 5 p.m.: This story has been updated to clarify the status of the original TikTok video. It is no longer accessible to the public.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

By Michael Lindemann Medill Reports LONDON \u2013 The main attraction at London\u2019s Borough Market is a chocolate-smothering strawberry operation. Tabletops replete with plastic cups, each overflowing with about 12 to 15 ripe ones, are flanked by chocolate fountains, resembling sinks with ever-running faucets, as employees grab, douse and repeat. Visiting foodies gawk at the spectacle, […]<\/p>\n","protected":false},"author":963,"featured_media":104188,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[194,28,5405,5399,5410],"tags":[],"class_list":["post-104184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arts-culture","category-general-interest","category-london-2024","category-medill-explores-2024","category-spring-2024"],"yoast_head":"\nA chocolate-covered controversy: London Borough Market dealer Turnips gets sales boost from unlikely source - Medill Reports Chicago<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.medill.northwestern.edu\/chicago\/a-chocolate-covered-controversy-london-borough-market-dealer-turnips-gets-sales-boost-from-unlikely-source\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A chocolate-covered controversy: London Borough Market dealer Turnips gets sales boost from unlikely source - Medill Reports Chicago\" \/>\n<meta property=\"og:description\" content=\"By Michael Lindemann Medill Reports LONDON \u2013 The main attraction at London\u2019s Borough Market is a chocolate-smothering strawberry operation. 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