It seems funny that these sirelid (lilacs) in full bloom off Tallinn's Endla tänav have been marked as keemia. Is the sign referring to ongoing chemical reactions, or has it been posted as a warning that the sirel's heavenly fragrance may not be 100% natural? Photo: Riina Kindlam
It's actually a good thing that Estonians are weary of junk food and pre-fabricated foods of any kind for that matter. It has only been 20 years since they were first exposed to such foods (one of the few benefits of living in the Soviet Union). Ice cream (jäätis) was pure, rich dairy and I distinctly recall my surprise and joy upon reading an ice cream label that listed the only red colour enhancer as beet juice! Now all such food colouring (toiduvärvid), taste enhancers (maitsetugevdajad), thickening agents (paksendajad) and preservatives (säilitusained) are preceded with the letter E on labels (E 102, E 403).
It is proudly said that Eesti is an e-riik, an "e-state", famous for its e-(lectronic) solutions to everyday tasks. And ironically also very aware of lurking e-substances (e-ained). My friend, father to a young son, carries a list of the most dangerous E-s in his back pocket and consults it when shopping. As is the trend worldwide, eating local fresh food has always been a mainstay here.