Pure Pleasure

The word ‘pure’ has always been a favourite of mine. Aside from its usual unsullied connotations, it reminds me of wonderful things in life: the fresh mountain air of the Swiss Alps; a spoonful of jungle honey, newly-collected from a nearby tree and with a remnant fragment or two of honeycomb still embedded in it; the soft yellow of a baby chick; or perhaps even the glass-like waters off a Maldivian atoll somewhere. Which was why I was greatly intrigued when I received an invitation to visit a farm recently.

Conceptualised by Pernod Ricard Malaysia as a soft introduction to its latest Pure Gourmet campaign, we travelled to Jelebu in the neighbouring state of Negri Sembilan where we were shown in situ how certain flowers could be eaten raw for increased health benefits as well as organic plots of fruit and vegetables.

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The Many Faces Of South India