It’s Official: The Word ‘Artisanal’ Is Now Meaningless


Remember our look at “handmade” cloning last week? Josh Ozersky explores the meaning (and loss of meaning) of the handmade-small-batch-artisan language:

It obvious to everyone, of course, that “artisan,” when applied to Dunkin’ Donuts bagels or Tostitos chips or Domino’s pizzas, is a laughably transparent ploy — a shameless buzzword used by marketers in their endless, desperate lather to sell more bad products.

That said, Ozersky goes on to explain how artisanal products aren’t always as good as their industrial counterparts:

Did you ever have an artisanal cola? Was it as good as a Mexican Coke? I bet it wasn’t.

Via Time