But not the only one.
The quick answer to why there aren’t enough paper towels, months after consumers have shown a huge appetite for them- profit. This is not a criticism, as the legitimate raison d’être of most enterprises is to make money. Running lean is profitable. Making only what can be quickly sold is good for the bottom line. Order just enough raw materials to keep the production line running. Embrace just-in-time inventory. But what’s good for the bottom line under normal conditons leads to shortages on the shelves when there is an unexpected bump in demand for the product- in this case, the prosaic paper towel.
A May 2 essay about America’s weird obsession with the paper towel asked what seems like another good question. Why are Americans so devoted to the paper towel? From earlier, “Paper towels are the most overrated household cleaning item in the history of American tidiness… There is almost nothing a paper towel does that can’t be done equally effectively with a chamois cloth, a strip of cotton, a sponge or an old sock.” The columnist with whom I agree, continued, “ Stick paper towels right in there with handle-less coffee mugs, raspberry-lemon-flavored sparkling water and emerging- nation municipal bonds.”
I’ve never been a devotee of the paper towel, but I once used them more regularly than I do now. What steered me away from the quicker-picker-upper wasn’t economy, or environmental awareness. or shortages. I was just weary of looking at the roll of paper towels sitting on the kitchen counter (no matter how nice the holder) so I relegated them to the cabinet under the sink. Out of sight went beyond out of mind. to change of mind. I realized that the sponge worked just fine. I haven’t completely abandoned the paper towel but there aren’t many times when it’s the obvious, or only choice. If the sponge isn’t right, I pull out the old sock, scrap of cotton or chamois cloth.
And one more question. How did I come to realize I was sick of looking at the roll of paper towels? I owe it to an effortless (and elegant) entertainer’s rule about kitchen counters. The only things that should occupy this highly visible real estate are ones you use almost daily and the very few things that make you happy when you see them. The paper towel failed on both counts.
While there are many privations in the Age of Corona, I’ve not lost a wink of sleep over why there aren’t enough paper towels.