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When ‘hand crafted’ is really just crafty marketing

“Corporate craft-washing campaigns may deceive some, but their mawkish descriptors betray them as sops. McDonald’s “artisan” chicken contains “pantry seasonings” (distinct from industrial flavours) and “100% chicken” (distinct from who-knows-what). Pepsi’s craft soda has “quality ingredients”, no less, devised after “months talking and tasting” (more artisanal than “focus-grouping”).

Genuine craft producers aren’t inclined to spruik these ways, because their customers have the culinary literacy to discern a local sourdough from an industrial soda bread.”

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When ‘hand crafted’ is really just crafty marketing