Wednesday, May 2, 2012

Un-Natch with Yatch

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Back in Black - Artisanal Foods
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Hard to argue with Mr. Black here, and not just because he could outshout you easily. There is nothing worse than when a word that actually does mean something eventually gets turned into marketing mush. Then again, the co-opting of a word like "artisan" is simply what big business has always done in all its forms--tried to come off like the person you want to have a beer with. But we know how that turns out with presidents, don't we, and, dammit, businesses aren't people (I personally say poo on everything from Dartmouth College v. Woodward to Buckley v. Valeo). Plus, and I hate to say this, but that art part in artisan means you gotta pay more for it, and nobody goes to Dunkin' Donuts for that, no matter how much East Coasters want to vouch for their coffee (it's to good java what Charles Shaw is to wine). Then again, I'm the kind of person who thinks words matter as much as food.

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