urban beets

They say time is gold, but for us cooks… time is an ingredient.

We live in a society that moves so fast it has stopped walking—it only runs, without pausing to appreciate what surrounds us. In our rush to pursue goals, we lose sight of what’s happening along the way: life itself.

We’ve grown used to wanting things instantly, forgetting the joy of longing for anything. Industrialization and the abundance of choices have made gratification easier, but amidst it all, we must never forget the value of time. Time enriches the world around us; without it, we wouldn’t savor life’s unique pleasures, from traditional ferments like our chicha, to the complex notes of fine wines, hearty beers, or the delicate and crunchy crust of an exquisite loaf of bread.

Those who have made bread will understand…

And… what if I’ve never made bread?
If you’ve never made bread, perhaps you’ve tried infusing liquors at home—a tradition passed down from our grandparents. Maybe you gathered your favorite fruits, herbs, and spices, placing them in a jug with singani, vodka, or even wine. Many fortified wines owe their character to these time-intensive processes. The waiting becomes interminable: you’d be tempted to taste your liquor over and over. At first, it wouldn’t taste like much. You’d wait a few more days, still nothing. Then, one day, it reaches its peak. But you might take a risk, leaving it a little longer (what if it gets better?). And then you learn—just as time can refine, it can also destroy.

... What if I’ve never infused anything?
Well, surely you’ve brewed coffee or made tea. Maybe you’ve left the tea bag in too long, tasting bitter notes, or taken it out too soon, leaving it watery. That’s time as well.

Maybe you baked a cake and couldn’t wait to try it, only for it to collapse when you opened the oven too soon—or burn because you got distracted…

Time is uncontrollable; we’ve learned to manage ourselves and create around it.
Yes, we’ve improved processes, but we will never beat the passage of time. The best wines, whiskeys, beers, breads, pickles, and cured meats all depend on time. And for some things… it’s worth the wait.