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I have some funny sounding words to throw at you for today's Market Matters from the Hollywood Farmers Market. Crudo & Kumquat.

You probably know what kumquats are. But do you love them? I bet you do, or at least would if you knew what to do with them. They are one of the lesser known and most misunderstood members of the large and diverse citrus family. The  funny thing about a kumquat is it's most prized for it's sweet skin. They are mostly enjoyed by simply popping one into your mouth and eating it whole. When you do this you will experience a rush of flavor. They are that intense. Like little flavor bombs. I see kumquats as the "bon-bon" of the citrus world.

I decided these "flavor bombs" deserved some special attention. Especially this time of year in Southern California when kumquats are at their peak. In Googling around for kumquats, I came across the word sitting next to another funny word. Crudo. Which, like sashimi is simply raw fish. Crudo may not be the prettiest sounding name to English speaking ears, but crudo has been music to the tastebuds of Italians for generations. Especially in regions like Puglia and Marche. There, thin slices of raw fish are flavored with whatever ingredients at hand– often in combinations far bolder than you might find at the best sushi bars.

I am pretty proud of today's Farro & Sun-Dried Tomato Fritters though I admit they don't really look like much. That's one of the problems facing food bloggers these days. If you want to reach a wide audience (and who doesn't) your food has to look extra special scrumptious, be super colorful, get wrapped in bacon, or at least have a peanut butter swirl. These foods may look pretty (especially when they are tied up in a bow), but they don't always ignite the imaginations of the more mature palates amongst us. It is kind of a Catch 22. Because the very sites (FoodGawker, TasteSpotting and more and more Pinterest) that have brought food bloggers together as a powerful community have also played a part in limiting what defines good food on the web. Leaving really delicious or super sophisticated food cast aside as un-loved and un-clicked.

That's why I feel so sad for these fritters. Sure they look like hard brown hockey pucks. But they're not, I promise you. Farro is delicious. It's got a nutty taste and a terrific texture. Farro contains a starch similar to that found in Arborio rice. It releases a creamy, binding liquid when cooked. But it retains its tender, distinct bite, much better than rice. Making it a perfect choice for fritters. But I have a feeling none of that matters. In fact I may as well have titled this recipe Ferret Fritters, at least I'd get the friends of ferrets society up in arms. Hmmm... just how big an audience are ferret lovers any way? GREG