Soph•ist•ry noun 1. the use of fallacious arguments, esp. with the intention of deceiving.
This is a good word I discovered several years ago and I’m finding as every day goes by that me being into food, that this would make a great title for an article. As many of you know I’ve developed a huge hatred for the words that have now become meaningless such as gourmet and artisanal. Every week the local paper has a taste test where they put several items together to see which brand tastes best. More often than not the cheapest brand tastes the best. The gourmet and artisanal brands don’t tastes right to the people and they would not buy them. This leads me to believe that most people who purchase said items tend to be purchasing the packaging more than the product.
As many of you have heard me say before, my Mom could cook and she started me early in the kitchen. I know how to cook. I like to have things on hand so I can just grab them and throw them together and make something that will impress people’s or my own taste buds. Is what I do gourmet or artisanal? By some definitions I guess so since I hand make my caramels and fudge and pesto sauce, etc. Organic? Not usually, but you don’t have to be organic to be gourmet or artisanal.
These are two words that today are thrown about by marketing departments to justify charging more for something that really isn’t all that special. I tried a certain local artisanal chocolate that I won’t name recently and it really wasn’t that much if any better than a Hershey dark chocolate bar that I could have gotten four times as much for the same price. To further feed the aforementioned two words you have to add adjectives to further describe said product. It is not a piece of dark chocolate, but an artisan crafted, sultry, smooth and creamy dark chocolate. They need those adjectives so you won’t think that it’s a poorly made piece of dark chocolate that tastes like crap. Besides, I don’t like it when my chocolate pouts.
I shouldn’t pick on chocolate because I like chocolate. I like it a lot. Let me point out another even worse use of artisanal. There is a bar that is in the process of opening in San Francisco that wants to cater to the techie crowd and attract them to a part of the city they don’t normally go to. How are they going to attract them? Our cocktails are going to be artisanal . I’m sorry, but a bartender or mixologist who’s in their 20’s isn’t an artisan. You need to be working your craft for about 20 years to be considered an artisan and last time I checked throwing a piece of basil into a big liquor company’s vodka that you’ve stuffed a handful of basil from the local grocery store into isn’t artisanal.
Please don’t fall for this. It’s sophistry. It is deceiving you the buyer into paying more for something that isn’t really worth that much more if at all. Basil vodka? Interesting idea. Is it worth three times the price? I think not. There are few things that are also thrown around like free range eggs. Does it make them taste better? No, but it might help you feel better about eating that unfertilized chicken embryo if you felt they had more room to run around [note free range chickens while having more room to move about still smash themselves together into a giant mass.]
Personally, for me a treat is a breakfast of bacon and scrambled eggs. It’s just swine and poultry and doesn’t need any fancy adjectives to make it taste better. Now can I get some hash browns with that?
