Written By Patricia Bianca
The juice of the pomegranate is the main ingredient in actress Charlize Theron’s favorite cocktail; the flavor of the exotic, globular fruit has appeared in almost 300 different products this year alone, and the meteoric rise of its popularity has been reported on in a host of newspapers, magazines and health and trade journals.
Pomegranates (Punica Grenatum) have been around for more than 4,000 years. Native to Iran and Northern India, they became the world’s first cultivated fruit, spreading throughout the Middle East and Southern Europe. They were brought to the New World by Spanish missionaries in the 1500s, but the first California propagation of pomegranates didn’t occur until 1896 when a farmer named Bearss planted cuttings he’d acquired in Florida.
Because they thrive in areas with high daytime temperatures, low nighttime temperatures and a dry atmosphere, they are now primarily grown in the San Joaquin Valley in California, where they occupy an estimated total of 15,000 acres.
The richly textured, vibrant red pomegranate was a staple of ancient diets, so a wealth of legend surrounds the fruit. The Greeks attributed the tempting taste of the pomegranate’s arils – the multiple juice-filled sacs that contain its edible seeds – for causing the dismal depths of winter.
According to myth, when the goddess Persephone ate six arils while being held hostage by Hades, lord of the Underworld, she was sentenced to spend six months of every year in his domain, thus sending her mother, Demeter, into the desolation that marks the season.
Palestinians believed the pomegranate enhanced fertility, Egyptians used the fruit to represent life after death in wall paintings on tombs, and the Christians adopted it as a symbol of the resurrection and the promise of life after death. Cunningham’s Encyclopedia of Magical Herbs says that the pomegranate is lucky and suggests one make a wish before eating the fruit. The book also says that the branches of the pomegranate tree, when hung above a doorway, can deflect evil.
Given the past popularity of the pomegranate and its auspicious reputation, perhaps it is no wonder that a new generation of admirers have rediscovered its many attributes.
Of course, a fruit can’t become trendy without a readily available supply, and that is where the origins of the current pomegranate explosion begin. Because of their particular growing needs and the limited pomegranate season, October to January, pomegranates weren’t readily available to the majority of the U.S. Their uses were primarily relegated to fall cornucopias and centerpieces, and they were rarely eaten, except by those of Middle Eastern descent, according to Tom Tjerandsen, Manager of the Pomegranate Council.
“Then about a decade ago,” says Tjerandsen, “a company named Paramount Farms decided to effectively double the acreages in pomegranates, and so for the first time, offered the opportunity to many parts of the country to have access to pomegranates for a longer period of time. And more importantly, it afforded the processed market a source for concentrate, because virtually all of the previous production was used for the fresh market.”
Initially, Paramount Farming Company didn’t intend to enter the pomegranate business. That came about when they bought a large parcel of land that already contained 100 acres of pomegranates. They planned to take out the pomegranates, but the fruit began making money before they got around to it. They planted another 200 acres, and by the mid 1990s, they were committed. Paramount Farming then founded POM Wonderful, named for the “Wonderful” variety of pomegranates that they grow exclusively.
As they researched the ancient medicinal uses of the fruit, Paramount Farming’s owners became intrigued.
“The Greeks and Romans all used pomegranates for their medicinal properties, and that’s where the research began,” said Pamela Holmgren, POM Wonderful’s Manager of Corporate Communications. “The first thing we found out about pomegranates and pomegranate juice was that they possess a high amount of polyphenol antioxidants.”
Polyphenol antioxidants are said to be the most effective of all the antioxidants, which protect against damaging free radical molecules. Wonderful pomegranates possess three times the amount of antioxidants found in red grapes, and the juice has five times the amount of antioxidants found in green tea. Additionally, one pomegranate provides 40 per cent of an adult’s daily requirement of vitamin C, along with folic acid and other nutritional goodies.
Health studies conducted by the University of California and others suggest that pomegranates provide a reduced risk of heart disease and cancer, slow the progression of Alzheimer’s disease, protect premature babies from brain injuries during birth, slow the rate of prostate cancer and may even alleviate the symptoms of menopause in women and erectile dysfunction in men.
For a health conscious nation hungry for exotic new tastes, pomegranates were a ready-made solution. Thanks to the increased availability of juice and concentrate, and a waiting public, pomegranates have exploded in the marketplace. More than 290 new products were introduced this year at the Fancy Foods Show in New York, an annual event for retailers and manufacturers. Pomegranates are now featured in products as diverse as lollipops, nutrition bars, salad dressings and dips, hair conditioners, lipstick, soaps and anti-aging creams. There is even a pomegranate-flavored ice cream and pomegranate flavored sugar-free gum. Starbucks recently introduced a Pomegranate Frappacino, and several other companies plan to enter the juice market.
The original, POM Wonderful, has countered with their new POM Tea – iced tea that features all the pomegranate antioxidants of their juices.
Of course, not everyone is interested in pomegranates for their health benefits, as evidenced by the alcoholic versions that are readily available. You can easily find pomegranate-flavored vodka, wine, liqueur and beer. One trendy nightspot in Chicago even features a $950 pomegranate cocktail called a Red Ruby, containing a one-carat, grade A quality ruby.
One of the latest pomegranate-inspired products is a new cologne called “Pomegranate Noir” by Jo Malone of London. Blended with fruity notes of raspberry, plum and watermelon, along with spicier notes of musk, patchouli and cedarwood, the cologne evokes the rich, exotic qualities that mark the appeal of pomegranates.
“It’s a growing trend and it was something Jo always wanted to do,” said Jessica Axelrod, Manager of Corporate Communications at Jo Malone. “[Jo] was enthralled with the history of the pomegranate, and she was inspired by the color red.”
Locally, Carroll Countians can find fresh pomegranates at Martin’s Supermarket in Eldersburg, or at their local Giant Food or Safeway markets. Pomegranate juices are available virtually everywhere.
You can also enjoy a Pomtini at Johansson’s Restaurant in downtown Westminster, at just around $6.25 – considerably less than Chicago’s Red Ruby.
“The trend is growing and growing,” said POM Wonderful’s Pam Holmgren. “It’s very exciting to see how many people love pomegranates and how they are so popular now. I think it’s gotten a lot of attention for the health benefits and it’s also very mixable. It’s popular in bars all over the country and in restaurants. It’s versatile, too. Fresh pomegranates are good in cooking, different marinades and desserts. It’s a great way to add something healthy to your diet.”
Pom Slow-Roasted Rack Of Lamb With Mint Molasses
Time to Table: 1 hour, 30 minutes (45 minutes preparation plus 35 to 45 minutes cooking)
Makes: 4 servings
Nutrients per serving: (10 ounces) 848 calories, 32g protein, 60g carbohydrate, 54g total fat (19g saturated), 141mg cholesterol, 113mg sodium, 1g dietary fiber, 28mcg vitamin A RE, 5mg vitamin C
INGREDIENTS:
Juice from 4-6 large POM Wonderful Pomegranates*;
or 2 cups POM Wonderful 100% Pomegranate juice
2 racks of lamb, frenched and trimmed of fat
Salt and pepper to taste
4 tablespoons olive oil
1 cup mint leaves
4 tablespoons dry sherry
1 bay leaf
3 tablespoons orange blossom honey
Skin of 1 apple (any variety)
INSTRUCTIONS:
Prepare fresh pomegranate juice.*
In a small saucepan over medium heat, cook pomegranate juice, sherry, bay leaf, honey and apple skin; reduce by half.
Remove from heat and discard bay leaf and apple skin. Allow reduction to cool; divide evenly and save in two separate containers.
In a blender, place 3 tablespoons of olive oil and mint leaves; blend until smooth.
Combine the mint and oil mixture with half of the pomegranate reduction to make molasses. Set aside and keep warm.
Salt and petter the lamb and set aside for 20 minutes. Preheat oven to 325¡F.
Heat 1 tablespoon of olive oil in a cast iron skillet.
Brown the lamb on all sides.
Place lamb on a roasting rack over a shallow pan and brush on all sides with the remaining pomegranate reduction.
Roast in preheated oven.
Baste lamb every 7 minutes (5 times). Lamb should be done to medium rare when a meat thermometer inserted reads 135¡F.
Remove lamb from the oven and allow to rest for 7 to 10 minutes before carving into chops. Allow 3 to 4 chops per serving or a half rack per person.
Drizzle with mint-pomegranate molasses and serve.
*For 2 cups of juice, cut 4-6 large POM Wonderful Pomegranates in half and juice them with a citrus reamer or juicer. Pour the mixture through a cheesecloth-lined strainer or sieve. Set the juice aside.
Recipe and photo courtesy POM Wonderful¨
