The joy of mud

I couldn't believe this UK report about the preservative power of mud on potatoes and other root veggies. Apparently, retail chain ASDA said sales of "muddy spuds" have jump 20% since they were reintroduced last month. The mud-caked spuds are a third cheaper than the washed variety.

Another supposed payoff for the consumer, beside the lower price, is that the dirt encrusted root vegetable lasts up to three weeks longer than their washed equivalents.

An ASDA spokesman is quoted that some consumers are going back to their pre-1960s buying habits, which presumably means that they don't mind scraping dried mud from their potatoes before they eat them.

This may be unique to British sensibilities. I don't think the U.S. consumer is that desperate for a bargain, an extra 21 days of shelf life or the love of pre-1960s produce packing technology. Or mud, for that matter.