Artisan Food: Are You Being Fooled?

Artisan Food: Are You Being Fooled?

Megan Gordon
Oct 5, 2011

When you hear the word "artisan," what do you think of? Chances are, you think of small food producers using good, often-local ingredients. But is this always the case?

The Los Angeles Times recently wrote a piece about how mainstream food producers like Domino's Pizza are using the word "artisan" more as a marketing move, knowing full well that it conjures a certain image in customer's minds. An image that is, frankly, far from the reality of mass producing products nationwide. Domino's isn't the first to make such a move: they've followed in the steps of Wendy's and Starbucks.

Read the full piece: Food products described as artisan go mainstream at The Los Angeles Times

If the word "artisan" once signified a company you felt good about supporting, what are we to think now; has it lost its original meaning? Are these larger companies diminishing the meaning of the word or just making a smart business decision?

Related: Food Shed: American Artisan Foods Online

(Image: Corvair Owner licensed for use under Creative Commons)

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