THE ARTISAN FOODS-MISUSE OF THE TERMINOLOGY BY ORGANIZED INDUSTRY

Marketing pundits have the ability to convert an innocuous word into a popular icon, recognizable easily and  attracting new consumers to the products promoted. If there were no regulations to control unsubstantiated claims about foods, consumers would have been deluged with such claims, thousands in number, making a choice in the super market isles a nightmare! Every word used on a label or promotional advertisement is chosen carefully by the industry to make a lasting impression in the minds of the consumer. Latest to arrive is the word "artisan" which creates a nostalgia about the good old days when every thing was made with hand involving no machine unlike to day's mass produced items. When potato wafers manufacturers found their business not growing as per expectations, they introduced the word "kettle fried" to remind the consumers that the eating quality of the chips will be equal to what old grandma used to make! There are many similar instances when such terms are revived for business promotion. Here is a take on this wide spread practice in the industry. 

"Dictionaries tell us that the word artisan relates to a person or company that makes a high-quality, distinctive product in small quantities, usually by hand and using traditional methods. But food manufacturers seem to have a different idea. Domino's, Tostitos and Starbucks are among the major bands using the word on packaging in order to convince consumers they are buying a better-quality product, and therefore spend more".

Is there any thing wrong if the word artisan is used on a food product to attract more consumers? Of course it is perfectly legal as long as there is no accepted definition of an artisan product in the statute books. But common sense tells that artisan is a skilled worker with lot of experience in making a particular product in a particular way and the artisan way of making a food product cannot be replicated easily under commercially conditions, the productivity becoming a casualty. At the same time if the product made commercially resembles and mimics the eating quality of real artisan made product, as perceived by the consumer, there should not be any serious objection to the use of the word on the label. However from ethical angle it would be more appropriate to qualify such claims with more clarity. Probably the phrase "artisan quality" may be more appropriate than using "artisan food".

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

ARTISAN FOODS-NEED FOR A STIMULUS PROGRAM

Awards and rewards are intended to drive achievers to higher level of accomplishments and such incentives can do wonders to the morale of workers and entrepreneurs. In India governments at the state as well central levels and a few non-government organizations including charitable trusts and industry associations institute national and regional awards for honoring deserving candidates. In the industrial area FICCI and others in the organized sector have institutionalized awards and prizes for high performance amongst their members. Unfortunately the unorganized sector is left high and dry as no recognition comes their way due to their low visibility. A fine example of such a recognition system for artisan comes from the state of California in the US. "Chefs, restaurateurs and winemakers all have competitions where they are recognized for their work. Now, artisan food producers are getting a contest to call their own. Starting today, nominations are being accepted for the first-ever Good Food Awards, honoring the nation's makers of high-quality chocolate, coffee, beer, cheese, charcuterie, pickles and preserves. The judging is for those producing food that is "delicious, tied to communities and cultural traditions, and is responsibly produced," says organizer Sarah Weiner, executive director of San Francisco's Seedling Project. Those criteria are spelled out in more detail in the nomination procedure on the award website, goodfoodawards.org, which goes live today. Nominations can come from anyone, including the producers themselves. Awards will be given to five regional winners in each food category. Some of the country's top food authorities are helping organize and judge the event, including Ruth Reichl, former editor of Gourmet magazine, Nell Newman of Newman's Own, Paul Bertolli of Fra' Mani, Alice Medrich, award-winning cookbook author, and Alice Waters founder of Berkeley's Chez Panisse and the Edible Schoolyard. "The modern heroes aren't the chefs anymore; they're the artisans. They're the ones who are changing American food," says Reichl. The products will be judged in a daylong blind tasting in October at San Francisco's Ferry Building, with awards given out Jan. 14, also at the Ferry Building. The Good Foods Marketplace takes over the next day, with the products, and their producers, available at a public tasting". Artisans in the food processing is very predominant in India with almost half the manufacture of processed foods coming from this much neglected sector. It is well known that even to day many Indian consumers crave for home made food products like pickles, chutneys, spice blends, curry powders, snacks, sweetmeats etc from home kitchens and cottage industry players and there are thousands of them flourishing by doing such business with sincerity and dedication. They certainly need encouragement and support which can come in the form of local, regional and national awards. Each municipality must organize annual competition for these unfortunate poor cousins of the main stream glamorous industry in the organized sector. V.H.POTTY http://vhpotty.blogspot.com/ http://foodtechupdates.blogspot.com