Wednesday, April 13, 2011
Really? Artisan Tostitos? There may well be a few old-school-tortilla-making abuelitas in the factory, but that does not make your chips artisan. Those ladies could easily work in the accounting office.
Let's just establish rule number one here: Multinational corporations can not make artisan food. I am sure other rules will coalesce as I find more heinous abuses of the term "artisan".
Hm- you know, looking at this again, it seems they are not calling the actual chips artisan, but rather the recipe. So let's just go ahead and establish rule number two: Recipes can not be artisan. There is no tradition of recipe creation, handed down over generations. My bubbe never sat me down to talk about the old days, when they had to come up with recipes in the snow. Uphill. Both ways. In the dark.
And so That is Not Artisan begins. I am ready to crusade against the abuse of the term artisan. Join me. Send me your photos/links/examples and we'll tear these fakers a new one.