NOTHING NEW UNDER THE SUN (ALMOST)
6th June, 1930 : A group of Massachutsetts grocers put a labour saving device on sale today – frozen peas. American housewives have been buying frozen meat and fish for several years, but it is the first time vegetables have been available. This is thanks to the “quick-freeze” technique pioneered by Clarence Birdseye, founder of the eponymous giant frozen food company. The problem with all other food-freezing methods is that, when thawed, the product tends to be tasteless and soggy. His breakthrough was to notice, on a hunting trip to northern Canada, that when food is frozen quickly it stays fresh.