Geneva is the epitome of an expat town. You could easily - very easily - live the perfect anglo life here, speaking only English, eating only American foods, seeing American movies in English and, in fact, easily buying all "American" foods. This is a 360 degree shift from Spain, where the only time the opportunity arose to speak English was when calling home, movies were all terribly dubbed in Spanish, American foods were outrageously expensive if found at all and, in 6 years, I never met another American aside from the seasonal tourists.
Today's spontaneous visit to a little store ever-so-creatively named "American Market", however, has taken Geneva to a whole 'nother lever on the expat ladder of severity. Cheesily painted in red, white and blue and with stars and stripes to boot, I had passed the place several times and, while the overall feeling was one of "big cringe, how aweful" the little voice of curiousity in the back of my head won the best of me and I had to know, just what might one find in an "American Market"?
In the spirit of good 'ol American consumerism the store was right on the ball - you never know you're missing anything until someone sticks it in your face and sells it to you. Aside from the occassional twinge of a craving for rootbeer or, ironically enough, a bowl of mac'n'cheese, very rarely do I ever crave "American" food. This is not to say that I do not thoroughly enjoy it when I'm back in the States, nor that I don't absolutely love getting "Mom's best" carepackages with a few of the favorite nummies, but I really truly don't miss the food. And yet, walking into the American Market was an experience in and of itself.
Wall-to-wall shelves crammed with "stuff" - much of which you don't even realize you haven't seen in the stores around town until you see it here. Lucky Charms, Cheerios, rootbeer and Dr. Pepper. Doritos, Betty Crocker cake mixes, brownies, peanut butter cookies, junior mints, York peppermint patties, Reeses peanut butter cups, BBQ sauce ... Campbell's soups. Marshmallows, halloween peeps, Pez, oatmeal, Orville Redenbacher microwave popcorn, Gushers, cinnamon gum and, of course, Aunt Jemima's maple syrup. Mac'n'Cheese - not just one variety, but all of them, Shrek, Scooby, you name it, they got it. Yes, ladies and gentlemen, this is how the good 'ol U.S. of A. is seen in the rest of the world ... everything microwaveable or easily prepared in 5 minutes or less and stocked with sugar. Seeing as we somehow have the reputation for all being filthy rich as well, I guess the prices shouldn't have surprised me ... almost $9 for the smallest size JIF peanut butter.
With all this American "stuff" - and seeing that the common language is English anywhere else in town - one might logically expect the owner to be American and the store language to be English. And yet, in good ol' international Geneve fashion, my York peppermint patty, Shrek mac'n'cheese and peanut butter (not the $9 one, I might add) were cheerily checked out by an appropriately American-sized French man, politely smiling "bon soiree" as he handed me my bag ... and suggested that next time I might place my order on-line.
Oh, so American, indeed.
www.americanmarket.ch