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I think the marketing aspect of the word is what has brought it to be almost synonymous with "quality". It is also particularly responsible for the devolution of the word to render all but meaningless.
For some time, the word "artisan" implied that it was made by someone that cared very deeply about what they were doing, and by proxy, a high=-quality product that is not available in mass-produced quantities.
However, over the last 10 years or so, the word has lost all valuable meaning. We have Miller and Budweiser working together, making an "artisan" beer. I call crap on that. No chance that Miller Brewing Company is making small-batch brews by hand...especially not if Budweiser, the king of alcoholic sewage is a partner.
We have Boboli bread making "artisan" pizza doughs that are frozen in your local supermarket next to a cooler containing "Artisan asiago cheese" made by Kraft. Not a chance that these products are actually artisan made, and only a very slim chance that they are of any better quality than any other frozen pizza dough or mass-produced cheese-product.
We have to either change our understanding of the word "artisan", or become much more discerning as to what we allow to be sold to us as "artisanal".
It is either purely a marketing term, like "flame broiled" or "farm fresh", or it means something special. More and more it seems to be nothing more than a marketing term designed to grab your attention and make us feel like we are getting something special, when we truly are not...
Quote:An Artisan (from French: artisan, Italian: artigiano) is a skilled craft worker who makes or creates things by hand that may be functional or strictly decorative, for example furniture, decorative arts, sculptures, clothing, jewellery, household items and tool
I think the marketing aspect of the word is what has brought it to be almost synonymous with "quality". It is also particularly responsible for the devolution of the word to render all but meaningless.
For some time, the word "artisan" implied that it was made by someone that cared very deeply about what they were doing, and by proxy, a high=-quality product that is not available in mass-produced quantities.
However, over the last 10 years or so, the word has lost all valuable meaning. We have Miller and Budweiser working together, making an "artisan" beer. I call crap on that. No chance that Miller Brewing Company is making small-batch brews by hand...especially not if Budweiser, the king of alcoholic sewage is a partner.
We have Boboli bread making "artisan" pizza doughs that are frozen in your local supermarket next to a cooler containing "Artisan asiago cheese" made by Kraft. Not a chance that these products are actually artisan made, and only a very slim chance that they are of any better quality than any other frozen pizza dough or mass-produced cheese-product.
We have to either change our understanding of the word "artisan", or become much more discerning as to what we allow to be sold to us as "artisanal".
It is either purely a marketing term, like "flame broiled" or "farm fresh", or it means something special. More and more it seems to be nothing more than a marketing term designed to grab your attention and make us feel like we are getting something special, when we truly are not...
-Chris~Head Shaver~