What does it mean to be an ‘artisan’ food producer?

A little while ago I wrote about the debasement of ordinary words and their exploitation for pure commercial advantage. Dominos Pizza leads the pack as it cynically pushes the ‘Dominos Artisan Pizza’ and presumably relies on no lesser authority than Lewis Carrol’s Humpty Dumpty in Through the Looking Glass:

Humpty Dumpty‘When I use a word,’ Humpty Dumpty said in rather a scornful tone, ‘it means just what I choose it to mean—neither more nor less.’

‘The question is,’ said Alice, ‘whether you CAN make words mean so many different things.’

‘The question is,’ said Humpty Dumpty, ‘which is to be master—that’s all.’ (see Chapter VI)

Only maybe now the tide is turning with the news that Davidovich Bakery in New York is taking on Dunkin Donuts for the deceptive and misleading use of the descriptor ‘Artisan Bagels’ on their products. Davidovich has filed complaints with the authorities to stop the abuse of the term ‘artisan’ which read:

“For Dunkin Donuts to use the term “Artisan” as the cornerstone of their campaign is patently deceptive and misleading to the public. The term is used to increase the marketability of the product by applying a label to it that does not match the characteristics of the manufacturing of the product. It creates the perception that their products are produced by hand, using traditional methods in small quantities. This is not the case. In addition to deceiving the public, the campaign devalues and dilutes the value of true Artisan products like those produced by our company and thousands of Artisan Bakers around the country. The public, as a result of the campaign, will cease to understand the true meaning of the term and its proper application-this is cause for great confusion and harm.”

It’s only fair to point out that Davidovich itself is no high street bakery, it is a wholesale bakery operating on some scale but does make the claim that “(w)e are the only wholesale bakery left employing Artisan Bakers who still kettle boil bagels and bake them on wooden planks in a rotational shelf oven.” What’s more, when it came to the taste test Dunkin Donuts proved to be no competition, the quality of Davidovich bagels was all too apparent.

Davidovich Bagels

Davidovich Bakery – true artisan bagels

Davidovich focuses on process as the defining characteristic of ‘artisan’, but for me it goes much deeper. Lori de Mori captured the essential qualities of being a culinary artisan in her book Beaneaters & Bread Soup:

“A kind of personal integrity that can be confused with eccentricity: ‘however strange it may seem to you, this is the way I do things’.

Pride without arrogance: a sincere belief in the excellence of their work.

Humility and steadfastness: the ability to light the wood stove, milk the ewes, coax the bees out of their hives – quietly, without pretence – day after day, year after year.

The belief that their work is not a means to something else, but one of the ways to give meaning to their lives.

Genius: the brilliance that comes to those driven by their personal vision rather than by a desire for success, money or fame.

Generosity: they have no secrets. If you appreciate what they do, they’ll tell you everything they know … and usually set a place for you at their table.”

That’s a lot to live up to and maybe it’s more aspirational than a standard, but it works for me.

So integrity, pride, humility, belief, genius and generosity. Do Dominos, Dunkin Donuts and the rest make the grade? Silly question of course, they all fall at the first hurdle of ‘integrity’. But ought we not also to hold Dominos et al up to account and ridicule them for passing themselves off as ‘artisan’ under the authority of Humpty Dumpty? It’s unrealistic to expect Davidovich or any true artisan to take on sophisticated well-funded corporate legal departments, but we could all help educate one another as to the true meaning of ‘artisan’ and have a little fun at Domino et al’s expense.

Best of luck to Davidovich, I am right with you, but I can’t help thinking you’ve a mountain to climb.

 

The future of raw drinking milk hangs in the balance

Watching the Board of the Food Standards Agency (FSA) discuss the Microbiological Safety of Raw Drinking Milk (as agenda item 4.2 was titled) and the proposed review of controls at its meeting last month was really rather depressing and the outcome entirely predictable.

The tone of the meeting was set when Tim Smith, Chief Executive of the FSA, declared an interest as  CEO of Arla Foods UK plc prior to his appointment at the FSA stating: “(M)y views on the sale and consumption of raw milk are a matter of public record.” He did not say what those views were, I googled them but couldn’t find them, but I can’t help but think it is probably safe to conclude that he is no supporter of the availability of raw milk to say the least. The interest declared, he did not feel it prudent to leave the meeting, as would have happened in most public bodies, which afforded him the opportunity of a light hearted exchange with Jeff Rooker, Chair of the Board, at the end of the discussion.

Alison Gleadle, Director of Food Safety, presented her report and quite fairly  made it clear at the start that there had been “no reported illnesses associated with raw drinking milk or cream in the UK for around 10 years.”

The present system of controls and background to the review were covered by Artisan Food Law in the run-up to the FSA Board meeting. There are two issues in particular that appear to have prompted the review – a raw milk vending machine in Selfridges department store and online internet sales of raw milk. Both are under the control of the farmer producer providing the milk so it is difficult to see what practical issues arise. Certainly no more than those with the milkman who can provide, and for many years in some areas has done so, overnight doorstep deliveries of raw milk.

Raw milk vending machine at Selfridges department store

Steve Hook beside his raw milk vending machine

Against this background, I have rarely observed so many members of a public body come to a conclusion before public consultation has even been launched. A few comments during the discussion:

“(I) made my mind up before reading it (the Director of Food Safety’s report to the meeting) that I was going to go with the idea that pasteurisation was by far the best.”

“I would look for a ban on the sale of raw milk.”

“I totally agree that pasteurisation has to be the way forward.”

Does this sound to you like a group of people intent on meaningful public consultation with an open mind? One member of the Board had even made up his mind before reading the Director’s report, never mind the public consultation! In fairness, the odd comment was made that tried to put things into some sort of more rational perspective:

“I’m not sure we should be overly worried and be bothering because I can’t see there’s a problem.”

One member did also rather tentatively raise an alternative view, pointing out there was nothing about sustainability in the report, which I took to mean diversity in food supply, and another, although somewhat patronisingly, referred to drinking raw milk as a cultural issue for “the farmers on the small farms who have done it for centuries.”

What were frequently referred to as the “inherent risks” of raw milk were never balanced by a single word about the possible benefits. Almost every conceivable activity on the planet carries inherent risks, the responsible way forward is to put in place prudent measures to manage those risks, which is what we have already. Crossing the road carries a risk but we have yet, for very good reason, to ban crossing the road.

The FSA must recognise its responsibility to protect consumer interests outside of the very narrow and blinkered approach it appears to be taking. It must take heed of issues of sustainability, diversity and community in place of the pursuit of sterile purity. If it continues down this road it will end up giving the regulation of food quality the same poor public image that the Health and Safety Executive managed to achieve, resulting in press reports of cutting down conker trees because the conkers may fall on your head and other daft stories. These may, for the most part, have proved to be myths but they reflected a widely held public view. If this happened to the FSA it will only serve to undermine the credibility of an otherwise important and essential body.

Finally, if raw drinking milk is lost, next in the frame will be cheese made from raw milk. Take note of Jeff Rooker, Chair of the FSA, in his closing remarks in the discussion:

“We know to our certain knowledge last year some farmers criminally switched ear tags from TB infected cattle so those cattle continued to put milk into the food chain and they sent other cattle to slaughter. Now I accept that milk in the normal course of events would have been pasteurised, but what if that milk had been had been supplied to cheese makers making cheese from unpasteurised milk?”

The FSA drew attention to this problem in March last year but raw milk production is subject to a much stricter control regime, this connection is misguided, but maybe it’s a case of raw drinking milk in the frame today, raw milk cheese tomorrow?

Some proposed changes may make sense. No one could sensibly argue that raw milk from different species should be treated differently. There ought to be appropriate safeguards in place for all raw milk, and if this is all about goats and sheep then it will prove to be the proverbial storm in a tea cup. The FSA should not, however, use this as an excuse for more far reaching change.

The members who questioned whether this review is a priority should have been heeded, focus on what really matters and makes a difference, harassing a 100 or so farmers trying to preserve a tradition that does no harm does the FSA no credit. How about making a real difference – put energy into addressing something worthwhile like, for example, cutting fat and salt in processed food to save an estimated 40,000 lives. Get the priorities right and use public money wisely.

Regrettably for now, the FSA gives no semblance of a group of people embarking on a public consultation with an open mind, raising fears the consultation will be a sham. It is almost impossible not to reach the conclusion that the FSA is simply trying to cover its back.

Oh yes, the light hearted exchange I mentioned at the outset. Jeff Rooker, Chair, quizzed those present if they knew why the statutory warning for raw milk did not refer to it not being ‘pasteurised’, nobody knew except Tim Smith who chuckled, kept it to himself, but indicated he would tell the Chair later, he had an interest after all, leaving us all to guess again.

It would have been hard to watch a more one-sided discussion, but don’t take it from me, you can watch the discussion for yourself. Meanwhile, drinkers and advocates of raw milk, and those who believe in the consumer’s right to choose should be very concerned.

Lochmuir doesn’t exist, does it matter?

The debasement of ordinary words that have no legal protection has been common enough. Much has been written about the abuse of ‘real’ ‘homemade’, ‘natural’, ‘local’ and ‘artisan’ being but a few examples. Only a few days ago Marion Nestle wrote in The Atlantic posing the question ‘Is ‘Natural’ the Most Meaningless Word on Your Food Labels?’ Although it was perhaps Dominos Pizza that took the abuse of ‘artisan’ to its most cynically exploited heights in launching  ‘Dominos Artisan Pizza’ as “artisan pizza without the artisan price” while declaring “We’re not Artisans” on the box.

So many words of which we are fond are being debased. Who really understands that some words are legally defined while others are not? Whilst ‘organic’ is an exception, the rest are not so defined. This leaves an open playing field for industry marketers to exploit our understanding or, on this occasion, more a case of a misunderstanding of the use of ordinary words.

The deceptions practiced by the food industry and retailers become ever more brazen. When I typed ‘Lochmuir’ my spell checker queried whether I had typed a real word. But annoying as spell checkers can be, it did have a point on this occasion. Not long ago consumer champion Which? published the results of some research it had undertaken on food labelling and it turns out that Marks & Spencer sell 11,000 tonnes of Lochmuir salmon each year. It also turns out my spellchecker was right, Lochmuir does not exist.

In fairness Nicola Twilley in Edible Geography highlighted this some months ago. Which? made a half-hearted call for honest labelling but neither seemed really to challenge or question what was happening. There are plenty of other examples. M&S Oakham Chicken, which you could be forgiven for thinking came from Oakham, historic market town in the county of Rutland, but it doesn’t, it comes from various farms in East Anglia, Scotland and Northern Ireland. Tesco’s Willow Farm, like Lochmuir, is a complete invention, it simply doesn’t exist. Does inventing an idyllic place to make us feel better about our purchases sit comfortable with corporate integrity and responsibility?

M&S Lochmuir salmon

Marks & Spencer's 'Lochmuir' salmon

The next logical step would be to start renaming towns to take advantage of a familiar product. I’ve not spotted this yet in the UK, but apparently it has happened in China where the town of ‘Parma’ suddenly appeared and it just happens to produce ham? Coincidence? I think not. No doubt foie gras from the factory on the banks of Poyang Lake, Jiangxi Province, in China with a planned 2 million geese and into which US investors have recently ploughed $100m will be called ‘Foie Gras du Compagne’ or some such.

A recent survey reported on the priorities that determined consumer food choices, after price and quality, animal welfare came close behind. This was not so much the case 10 years ago but even then researchers at the University of Reading found that where it was a concern:

“Consumers use animal welfare as an indicator of other, usually more important, product attributes such as food safety, quality and healthiness. Consequently, consumers equate good animal welfare standards with good food standards.”

The food industry clearly understood this all too well at the time and has used it to great advantage in a calculated attempt to present a rosy picture to exploit the consumer’s desire for reassurance on welfare concerns. That manufacturers and retailers invariably feel able to be so open with their deception can only be because they believe somehow we are complicit in it. It seems they help assuage an otherwise guilty conscience to their commercial advantage in a let’s get-away-with-it-for-as-long-as-we-can strategy.

So does any of this matter? Of course it does! It’s utterly dishonest and designed to serve one purpose only, to lead us to believe something is that which it definitively is not in pursuit of the bottom line. Why is there no public outrage? Are we all happy to be treated like a bunch of idiots? Or is ‘provenance’ simply the next word to join the ranks of the abused in our food vocabulary?

 

A full copy of the Centre for Food Economics Research at the University of Reading can be found here.

 

Why vegetarians would eat veal

Reblogged from saffronbunny:

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Turn on the telly and you’re likely to catch a bearded man foraging on Channel 4 or a BBC fledgling MasterChef shouting about seasonal and local; look at your bookshelf and you’ve probably got at least one over-priced TV-endorsed cookbook which you’ve barely opened. Yet despite our recent ‘food renaissance’, some of the most obvious sources of local and seasonal food don’t feature in our shops, on our shopping lists or even on our culinary radars.

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The EDL march through Leicester

Hazel Paterson on yesterday’s EDL march through Leicester.

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