Someone Needs to Be Beaten

As is often the case, it's someone in the world of advertising. The latest thorn in my side is the phrase "artisan bread". Oooh, I hate this. I guess "gourmet", which was meaningless in the first place but served its purpose well, has lost its impact. I would think that the phrase, used simply as it is and not as an advertising catch phrase, means bread that is not only hand-made by a person, but also has an individual characteristic that has been achieved by artful development and would not be duplicated by somone else. The combination of grains and the texture of crust perhaps. It is individual, and not just a skill, a job, a production, but an art. Not for mass production. Yet, I'm hearing it a lot more. The Panera chain uses the term. Their bread is very good, but simply by being a chain, they negate that characteristic. If they were a single bakery with one or two people making bread, each in his or her own way and you couldn't get it at any other bakery, that would be one thing. This? No. Yesterday I actually saw a coupon for Pepperidge Farm frozen "artisan bread" dough! WTF? And this year, our church's harvest festival put it on the flier. It was still the same bread they sell every year, but since they're calling it "artisan", they charged like two dollars more per loaf or something, which basically is what it comes down to. "Artisan" is the new "gourmet" and the only difference between it and regular bread will be a couple of bucks.

The worst part- yuppies will fall for it and spread it around like herpes. Good bakers will have to adopt the term to keep up with the market and then the price of a decent loaf of bread will be completely absurd. I can't stand what those frickin' yuppie dorks do to food. They elevate the trendy, whether it's crap or not. In a couple of years there will be a different trendy wine, vodka, chocolate, whatever, and guess what. The former trendy one will still taste the same, but the taste was never the point in the first place. Don't tell them that of course. Does not compute. Just hope that they don't discover YOUR favorite "whatever" because soon, you won't be able to afford it anymore and the only ones who can are the ones who won't know enough to appreciate it. But fear not, eventually it will fall from grace and though you may be considered fashionably ignorant, it's better than being fashionably idiotic. Artisan bread. They're fuckin' kidding me.