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Following the Coining of 'Foodiots': 'Boroughwashing'

Brooklynize this.
Brooklynize this.

In the wake of a New York Times article about how the Brooklyn name and aesthetic have been co-opted by everyone from a Manhattan bar to the Gap, The Food Section's Dictionary of Modern Gastronomy has invented a new word. Bor·ough·wash·ing will henceforth refer to

The process whereby Brooklyn's cachet as a locus of urban artisanal food culture is deployed for branding and marketing.

Think of it as this year's "foodiot."

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