Ik zag vandaag een op z’n minst ironisch artikel passeren op The Atlantic.com over enkele marketingtermen waarmee heel wat voedingsmiddelen (nog steeds) misleidend worden voorgesteld.
Artisanal, Reluctant Branding Pioneer, Dies at Age 474
Artisanal, a word that fought early in his career to ensure recognition of craftsmen for their important contributions to society before later being drafted into the creation of a worldwide gourmet branding glut, died Wednesday at his brownstone in Brooklyn overlooking a small gourmet mayonnaise store.
At best estimates, he was approximately 474 years old. Cause of death is unknown at this time, but it’s suspected that he simply stopped being artisanal, or, perhaps, people stopped being able to identify him as such because no one knows what that word means anymore.
He is survived by his wife, Organic, and their two small boys, Natural and Green, as well as his cousin Hipster, though the two had fallen out in the ’70s and were no longer on speaking terms.
The Food Safety Authority of Ireland dicteert het gebruik van bepaalde Food Marketing Terms door voedingsproducenten als volgt:
Artisan/Artisanal
The terms ‘artisan’ or ‘artisanal’ or similar descriptions using these terms should only be used on foods or in advertising of foods that can legitimately claim to meet all of the following criteria:
1. The food is made in limited quantities by skilled craftspeople
2. The processing method is not fully mechanised and follows a traditional method
3. The food is made in a micro-enterprise at a single location
4. The characteristic ingredient(s) used in the food are grown or produced locally, where seasonally available and practical
Farmhouse
The term ‘farmhouse’ or similar terms that create an impression that a food originates on a farm should only be used on foods that can legitimately claim to meet all of the following criteria:
1. The food is made in a single location on a farm
2. The food is made by a micro-enterprise
3. The characteristic ingredient(s) used in the food are grown or produced locally
Zouden we bij ons ook dergelijke richtlijnen hebben? Zo ja, dan zie ik er in de alledaagse realiteit maar weinig van.
Misleiding troef, maar ja … he who stands for nothing will fall for anything.
Bits and Bites 